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电力营销SWOT分析

时间:2021-08-31 来源:未知 编辑:梦想论文 阅读:
With the continuous deepening of the reform of electric power system, the market competition has begun to expand to the demand side, the market trend is irreversible. This trend for electric power enterprises in the competition in the market constantly improve system reform, to adapt to the establishment of the current situation of electric power marketing market, further enhance the core competitiveness of enterprises, thus opening a power enterprise consolidation and development of the fundamental way.
 
 
 
1, electric power marketing SWOT analysis
 
 
 
SWOT analysis method is also called the SWOT analysis method, is managed by the University of San Francisco School professor weirick proposed in the early 80s of the 20th century the theory, system to enterprise's advantage, weakness, opportunity and threat analysis. Its essence is to assess the enterprise's environmental, find out the business advantages and disadvantages as well as the potential crisis, is widely used in enterprise strategy formulation and the analysis of competition. In this paper, combining with the characteristics of a power supply bureau and historical data, this paper analyzes the current situation of its marketing.
 
 
 
1.1, advantage analysis (Strengths)
 
 
 
The advantages of a power supply bureau in the market, talent, management and image of the four major advantages. In the market, in 2014 a power supply bureau completed the sale of electricity, up to 6.97%, an increase of over the completion of the annual plan. Electricity sales channel network is perfect, fully occupy the market; in terms of talents, a power supply bureau focus on personnel training and introduction, improve the training of young talents and incentive mechanism, the outstanding talents to the grassroots remote station class exercise, lays the foundation for the development of grass-roots work, to provide protection for personnel in the development of the company; the management of a power supply bureau, has a wealth of production operation and management experience and a sound management system, to provide effective protection for power supply and sales service; in the image, a power supply bureau of China Souther Grid Corp is a first-class enterprise, won the "national advanced unit of spiritual civilization construction work title, among the best in the city service industry democratic appraisal in the work to achieve a good reputation.
 
 
 
1.2, disadvantage analysis (Weaknesses)
 
 
 
From the analysis of the internal environment of a power supply bureau, the disadvantage is mainly manifested in four aspects: marketing concept, marketing awareness, marketing team, talent level, etc.. In the marketing concept, a power supply bureau of electric power marketing concept is not strong, failed to fully grasp the market dynamics, not really from the perspective of consumer demand to the market; the understanding in the market, did not establish the market concept, the research on the management of the power demand side is not thorough, no electricity market segmentation and target market. It is difficult to take advantage of high energy in the increasingly fierce market; in the marketing team, affected by long-term monopoly, part of the staff culture quality is not high, the skill level is limited, the lack of modern marketing idea and service, the work efficiency is not high, can not adapt to the development of modern electric power marketing service requirements; in the talent level. At the beginning, middle and senior personnel structure unreasonable, primary, intermediate, advanced saturation excess is a basic production vacancy caused serious "There is nothing to do, something no one to do," the structural imbalance.
 
 
 
1.3, opportunity analysis (Opportunities)
 
 
 
From the external environment of a power supply bureau, the opportunity performance in economic development, social electricity demand growth, national policy favorable, energy concept changes in four aspects. Nearly two years supply of regional economic development momentum is good, the backbone enterprises continue to develop and grow, and settled a large number of new projects, small and medium-sized enterprises, industrial and commercial land increased rapidly, load forecasting an average annual increase of more than 10%, strong momentum of economic development, residents' income and living standards continue to improve, social electricity demand, the whole society electricity consumption keep rapid growth. Coupled with the introduction of the national system to expand domestic demand and promote economic growth of the series of policy measures, such as power supply urban area in the Pearl River, West River economic belt development planning "opportunity, to undertake the transfer of industries, adhere to the orientation of" East "strategy, and strive to build a domestic first-class high-tech zones and other measures. At the same time the environmental problems have become increasingly prominent today, clean, efficient, energy demand for energy demand is growing, which has brought to the electric power marketing has brought unprecedented opportunities.
 
1.4, threat analysis (Threats)
 
 
 
The national plan of "45" pointed out that the energy-saving emission reduction requirements, supply urban areas such as shutting down small cement plant and other industrial enterprises, can affect the power of marketing. At the same time, the appreciation of the renminbi cause certain impact to the power supply area city chemical products export enterprises. Local government investment, there are often government requirements allowing more profits to the power supply enterprise administrative acts disrupting the market operations, and to bring some pressure on the operation of power supply enterprise. At the same time, the social power theft has not been effectively curbed, and development in a certain range. In addition, the power grid construction funds shortage, the state loan interest to the power supply enterprise enormous pressure.
 
2, strengthen and improve the power enterprise marketing strategy
 
2.1, change the concept of electric power marketing
 
Concept decision behavior, to build a good service mechanism, we must start with the concept of market demand oriented, based on the buyer's market, to maintain the power supply enterprises in the market competition in a favorable position. Specifically, it should be from the following several aspects: the first is to establish the idea of reform and innovation, efforts by technological progress and management innovation to achieve product innovation; the second is to set up the concept of market efficiency, in order to meet the needs of power consumption as the center, to serve as a means to market demand - oriented, make full use of the national current policy and social and economic development opportunities, and constantly open up the market of electric power consumption; three is to establish the concept of service quality, make full use of their own market resources to provide quality services for users, such as promotion service package, service skills, service commitment of, to improve the power enterprise brand, and then get more legitimate profits.
 
2.2, let the market to maximize the allocation of resources to maximize the allocation of functions
 
Power marketing is mainly to expand the total amount of electricity demand and optimize the demand curve, to achieve low cost, low loss, low price, so that the optimal allocation of resources. Therefore, it is needed to achieve the maximization of marketing effectiveness with certain economic, technical and management tools. On the one hand, actively regulate the use of power structure, promote energy storage technology, the use of peak valley electricity price to open up the electricity market. Electric power enterprise established to feed in tariff system, at the peak of raising the price of, reduce the price in the trough, with prices stimulate customer peak electricity, so as to achieve peak shifting and valley filling, low power market development. On the other hand, actively introduce demand side management. Demand side management is not affected by the quality of power, through cooperation with customers to improve the efficiency of terminal use of electricity management activities.. Such as Tokyo Electric Power Company after the introduction of power demand side management, the peak maximum load inhibited by 5%, with the demand side of the contract adjustment to increase the low load 1%, the effect is significant.
 
2.3, to strengthen the construction of the power marketing team
 
From SWOT analysis and a power supply bureau power marketing team was weak, should strengthen the power service personnel training, organization management, top management personnel, personnel in charge of middle layer, operation layer personnel, service personnel training support. To improve the quality of power marketing service personnel from the aspects of standard professional image, standard service terms, special service skills, standard etiquette forms, etc.. Establish the internal marketing management mechanism as the customer, through the internal marketing management mechanism, so that all levels to establish a harmonious relationship between the internal, customer, staff and team leaders have the soul of the contact. At the same time, the establishment of skills and support mechanism, from the fundamental to achieve organizational optimization, service optimization and personnel optimization, to promote the establishment of marketing team brand.
 
Reference
 
[1] Liu Yang. Research on power marketing strategy of Beijing Electric Power Company [D]. Beijing: North China Electric Power University, 2012
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