【正文】 nalyzes the structures of the electric consumers of the west electric grid of inner Mongolia, details the actuality of national economy, electricity, and the trend in west inner Mongolia. By the analysis of actuality electromarket, this dissertation applies the method of gray system to forecast that the average increasing rate of electric power demand is % to e 5 years in this region according to the 11 years history data of electricity demanded of the corporation, the rate is %, %, % in the first, second and third industry.It subdivides the electromarket of inner Mongolia in the fifth part of dissertation, in this basis, take the electricity of the total society demanding as the main factor, take the electricity of industry demanding divided by properties and electricity of district demanding divided by district as the subordinate factor, definitude the core target market of inner Mongolia electric power corporation divides up Baotou, Huhehaote and Wuhai according to district, industry and other electromarket according to properties。 the main target market divides up Bameng and south west of Ximeng according to district, according to properties is agriculture market and resident market。 the subordinate target market divided up Xuejiawan, Wumeng, Yimeng according to district, according to properties is merchandize and bite and sup, material supplied and sold and warehousing, traffic transporting and post munication, geological survey and exploration and construction market. The determination of the main target market provides the important premises warranties for inner Mongolia electric power corporation concentrating resource and vantage purposefully and adopting different marketing strategy. Lastly the concreteness electric power marketing strategy of inner Mongolia is constituted according to the marketing actuality of the corporation. In the first, erect the marketing conception of providing good faith service for client and the target is client satisfaction, in other words, the conception is that what the market needs is what I provide. The target of electric power plant marketing is the client satisfaction, from the electric power market demand forecast to market subdividing and determining target market and to put the strategy of marketing assembled, set up the entirely system of electric power marketing service. Especially the basic work planning of electric power marketing, the service should be innovated from work expanded, modifying the work of electricity used and the fees managed. Confirm the product, price, service and promotion strategy whose core is the client satisfaction according to the every target market. By analyzing transmission electric power from west to east and trend of electricity increasing of Beijing, to set out the measures of adding the capacity of transmission electric power and exploiting the market outside the province. It uses the theories of marketing in practice of electric power marketing by the numbers in the dissertation, provides the references for inner Mongolia confirming the strategy of electric power marketing and take significance for inner Mongolia and Beijing economic development. It is important significance not only promote transform of inner Mongolia resource in effect, increase the capacity of transmission electric power from west to east and push ahead with inner Mongolia development, but also intensify the capacity of transmitting electric power to Beijing economically and reliably and render certain the success of Beijing 2008 Olympic Games.分類號(hào)： 學(xué)校代碼： 10079 密級(jí)：華 北 電 力 大 學(xué)碩 士 學(xué) 位 論 文題 目：內(nèi)蒙古電力公司市場(chǎng)營銷策略研究英 文 題 目：THE MARKETING STRATEGY STUDY OF INNER MONGOLIA ELECTRIC POWER CORPORATION 研究生姓名：趙靜 專業(yè)：技術(shù)經(jīng)濟(jì)及管理研 究 方 向： 電力市場(chǎng)開發(fā)與規(guī)劃導(dǎo) 師 姓 名：王婷 職稱：副教授論文提交日期：2003年12月30日華 北 電 力 大 學(xué)摘 要論文在對(duì)內(nèi)蒙古電力公司營銷狀況及內(nèi)蒙古西部地區(qū)用電市場(chǎng)現(xiàn)狀分析的基礎(chǔ)上，運(yùn)用灰色預(yù)測(cè)方法進(jìn)行電力需求預(yù)測(cè)，并結(jié)合灰色關(guān)聯(lián)度分析法進(jìn)行目標(biāo)市場(chǎng)的確定。根據(jù)電力市場(chǎng)營銷基本理論，結(jié)合內(nèi)蒙古電力有限公司的實(shí)際情況，提出“以顧客滿意度”為核心的整體營銷方案，根據(jù)各目標(biāo)市場(chǎng)的特點(diǎn)確定產(chǎn)品策略、價(jià)格策略、服務(wù)策略、促銷策略等；同時(shí)分析內(nèi)蒙古電力公司“西電東送”的宏觀形勢(shì)、機(jī)遇、優(yōu)勢(shì)及面臨的挑戰(zhàn)，探索對(duì)于進(jìn)行省外電力市場(chǎng)營銷的方法、策略和途徑，從而為內(nèi)蒙古電力公司實(shí)際的營銷管理決策提供依據(jù)。關(guān)鍵詞：電力市場(chǎng)營銷，電力市場(chǎng)需求預(yù)測(cè)，電力市場(chǎng)營銷策略，西電東送 ABSTRACT By the analysis of marketing status of Inner Mongolia electric power corporation and the actuality electromarket in inner Mongolia, this dissertation applies the method of gray system to forecast the electroprospect in this region, and confirms target market by gray relationship degree. On the basis of electric power marketing basic theory and actual instance of inner Mongolia electric power corporation, The thesis brings forward integer marketing blue print focus on customer satisfaction, by the basis of characteristic of every target market confirms product, price, service and promotion strategy, by the analysis of macro position, opportunity, advantage and challenge in the process of inner Mongolia electric power corporation transmission electric power from west to east, explores methods，strategy and approach carry through electric power marketing, in order to provide basis of actual marketing management decisionmaking in Inner Mongolia electric power corporation.Zhao Jing (Technique economy and management)Directed by prof. Wang Ting KEY WORDS：electric power marketing, electric power market demand forecasting, electric power marketing strategy, transmission electric power from west to east 目 錄中文摘要英文摘要第一章 緒論…………………………………………………………………………1第二章 電力市場(chǎng)營銷理論概述………………………………………………………3……………………………………………3……………………………………………………3……………………………………………………3………………………………………………………5 電力市場(chǎng)需求預(yù)測(cè)…………………………………………………………5 電力市場(chǎng)營銷環(huán)境分析……………………………………………………5 電力市場(chǎng)細(xì)分………………………………………………………………6 電力目標(biāo)市場(chǎng)………………………………………………………………6……………………………………………………7第三章 內(nèi)蒙古電力公司現(xiàn)狀及營銷問題分析……………………………………8……………………………………………8……………………………………………8 營銷主要指標(biāo)完成情況……………………………………………8 2002年主要營銷活動(dòng)………………………………………………8………………………