楚州供电公司差异化市场营销策略研究

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1、东南大学硕士学位论文楚州供电公司差异化市场营销策略研究姓名：潘海波申请学位级别：硕士专业：工商管理指导教师：张玉林20080501THERESEARCHONDIFFERENTIATEDMARKETINGPoLICIESOFCHUZHOUPOWERGraduate：PANHai-boSUPPLYCoMPANYSupervisor：ZHANGYu-linSoutheastUniversityABSTRACTBeingacapital··and--technique··intensivetypeofnetworkindustry,theelectricpowerindustryis

2、animportantfoundationindustryofthenationaleconomy．Electricpowerindustrytakesthepatternofverticalintegrationforalongtime．Thepatterntookanactiveeffectinthephaseofshortsupply．Butwiththedevelopmentofmarketeconomy,theoldmanagementpatternofpowerindustrycannotfittheneweconomysituation．Electricpowe

3、rindustryhastochangethepatternandmeetcompetitionthatiswaythewindblows．Nowadayselectricpowersuppllyenterpriseisfacingmoreandmoreseriouscircumstances，forexample，thebuyer'smarketofelectricityisforming，substituteenergies(suchasnaturegas，coal，petroleum，etc．)alecomingintobeingmoreandmorebigthreat

4、forelectricpowersupplyenterpriseandwiththedeepeningofreformofelectricitymarket，allconsumerswillfreelychooseelectricpowersupplyenterprisebythemselves．Itisimportanttodeliberateandinvestigatetotheelectricity-supplyingenterpriseofitsdevelopmentstrategy，competitionstrategyandfunctionalstrategy．I

5、nordertohelpChuzhoupowersupplycompanyseizetheopportunityandspeedupdevelopment，thispaperstudiesitsdevelopmentstrategy，competitionstrategyandmarketingstrategy．IthasguidancefunctiontothedevelopmentofChuzhoupowersupplycompany．AtfirsttheanalysisoftheexteriordevelopmentenvironmentofChuzhoupowersu

6、pplycompanyismadefrommacroscopicenvironment(includingPolitical，Economic，Social，Technological)，industryenvironmentandregionenvironment．Itintroducestheelectricpowerindustrycharacteristic，thecompetitionstructureofourcountryelectricmarketandthedevelopmentconditionofelectricpowermarkets．Anditpoi

7、ntsouttheopportunityandthreatsthatputforwardtoface．Thephylogeny,lIactualityandproblemsofChuzhoupowersupplycompanyareintroducedinsecondpartofthepaper．AlsotheanalysisofthemainadvantagesandbadsituationsthatChuzhoupowersupplycompanyownedfromtheelectricpowern