供电企业大客户营销策略研究

电力市场随着电力体制改革已经进入批发竞争市场,国家大用户直供政策的出台标志着供电企业作为市场主体参与市场竞争已成为社会主义市场经济发展的必然趋势。电力大客户是供电企业主要的电量购买者,也是供电企业主要的利润来源,由于电力行业的特殊性决定了电力大客户的需求的特殊性,根据市场营销以及客户价值理论制定符合供电企业的大客户营销策略,增加大客户的转移成本,以迎接电力批发竞争市场的全面到来。

Study on the Major Account Marketing Strategy of the Power-supply Enterprise

Along with the reform of the power system the power market has entered the wholesale-based competitive market. And the coming into being of the national major account's direct supply policy marks that participating the market competition of the power supply enterprise being as a main part of the market has become an inevitable trend of the development of the social market economy. The major account of the power is the main buyer of the power, and also is the main source of the profit of the power enterprise. The speciality of the power enterprise determines the speciality of the demands of the major power account. The power enterprise should work out the major account marketing strategy according to the marketing theory and the customer value theory, and increase the transfer cost of the major account to welcome the wholesale-based competition of the power market.