【正文】 . The main contents is: by the analysis of marketing status of Inner Mongolia electric power corporation and the actuality electromarket in inner Mongolia, using the basic electric power marketing theories to forecast the electric power market demand rationalize and confirm target market for constituting 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.It discusses the electric power marketing theories and development in detail in the second part, particularly, it expatiates on social marketing conception of electric power marketing, the difference of electric power marketing and monly marketing, the integer planning of electric power marketing. According to acplished procedures of electric power plant management strategy, analyzed question, settle a problem in allusion to the actual instance of inner Mongolia electric power corporation.Up until the end of 2002, the total capacity of inner Mongolia reached up to 5606MW, the electricity generated was 28,103, the electricity sold was 27,619,. The electricity used for industry was 19,820, which accounted for % of the total electricity used, the electricity used for agriculture was 1,290, which accounted for % of the total electricity used, the electricity used for dweller is 1,780, which accounted for % of the total electricity used. With the increasing of the plant what need more resources, the sustained increasing of electric demand especially the plant needing more electricity, the situation is that integer region is tense and the part of Bameng and Baotou is lack for the electricity in inner Mongolia. At one time, inner Mongolia is the earlier one of the province which transmitted electricity power from west to east, has transmitted 40,000, to Beijing from 1990. In 2002, the capacity transmitted by west inner Mongolia to east reached up to 1300MW, and the electricity to east was 8,100, which accounted for 1/3 of the total electricity sold of the corporation. With putting the strategy of west development and transmission electric power from west to east in practice, it provides a good chance for the more development of inner Mongolia electric power, and it is a large challenge for inner Mongolia electric power corporation. So it has important significance by the chance of transmission electric power from west to east to research and use the theory of electric power marketing, develop and solidify the market in the province, analyzed and exploit the market around the province It analyzes the environment of inner Mongolia electric power corporation marketing with the theory of SWOT in the forth part of the dissertation, and analyzes 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。關(guān)鍵詞：電力市場(chǎng)營(yíng)銷，電力市場(chǎng)需求預(yù)測(cè)，電力市場(chǎng)營(yíng)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(yíng)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(yíng)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(yíng)銷問(wèn)題分析……………………………………8……………………………………………8……………………………………………8 營(yíng)銷主要指標(biāo)完成情況……………………………………………8 2002年主要營(yíng)銷活動(dòng)………………………………………………8………………………………………9 電力市場(chǎng)營(yíng)銷觀念亟待樹(shù)立………………………………………9 營(yíng)銷管理工作有待提高………………………………………………9 忽視顧客讓渡價(jià)值客戶服務(wù)不夠完善………………………………9 對(duì)電力市場(chǎng)需求研究分析工作不夠…………………………………10 對(duì)省外電力市場(chǎng)營(yíng)銷沒(méi)有很好的規(guī)劃……………………………