【正文】 relationship with the consumers and discussion at theories and strategy for the plant going to the new stage whose direction is market demand and purpose is filling the market demand.It is the first time that using marketing theories in the practice of electric power marketing in the thesis. 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。與此同時，內(nèi)蒙古是國內(nèi)最早實施西電東送的省區(qū)之一，從1990年至今已累計向北京送電400多億千瓦時，2002年蒙西電網(wǎng)東送電力達130萬千瓦，全年東送電量81億千瓦時，占公司全年售電量的1/3。根據(jù)電力市場營銷基本理論，結(jié)合內(nèi)蒙古電力有限公司的實際情況，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)市場的特點確定產(chǎn)品策略、價格策略、服務(wù)策略、促銷策略等；同時分析內(nèi)蒙古電力公司“西電東送”的宏觀形勢、機遇、優(yōu)勢及面臨的挑戰(zhàn)，探索對于進行省外電力市場營銷的方法、策略和途徑，從而為內(nèi)蒙古電力公司實際的營銷管理決策提供依據(jù)。第二章 電力市場營銷理論概述市場營銷觀念是企業(yè)的高層管理人員在組織和謀劃企業(yè)的營銷活動時，所遵循的指導(dǎo)思想和行為準(zhǔn)則，是企業(yè)一切經(jīng)營活動的出發(fā)點。電力市場營銷是電力企業(yè)通過創(chuàng)造并為他人或組織交換的電力產(chǎn)品和價值以滿足其需求和欲望的一種管理過程和社會服務(wù)過程。電力銷售市場有如下的特點：（1）市場范圍的相對確定性。 電力市場營銷的特點電力商品的特殊性決定了電力市場營銷與一般商品市場營銷的區(qū)別。電力市場細(xì)分對電力企業(yè)的生產(chǎn)、營銷起著極其重要的作用。電力目標(biāo)市場的發(fā)展變化是逐步的而不是突變的，各個電力目標(biāo)市場在一定的時間和范圍內(nèi)都是處于相對穩(wěn)定狀態(tài)的。公司平均電價（剔稅），；全公司剔除東送累計完成 。公司在電力營銷改革與發(fā)展中還存在著不少困難和亟待解決的問題，雖然將電力營銷擺在龍頭地位，但各部門及基層的思想認(rèn)識未能與觀念轉(zhuǎn)變同步，在實際工作中未得到很好的落實。如今的內(nèi)蒙古，不僅是國家重要的森工、畜牧業(yè)生產(chǎn)基地，而且也是能源、原材料和糧油糖重要生產(chǎn)基地，冶金、煤炭、電力、機械、化工等已形成重要的支柱行業(yè)。（3）工業(yè)生產(chǎn)快速增長。原油與電能在終端能源市場的競爭主要為商用及民用鍋爐。%；%，高于行業(yè)用電量的增長速度（見表4—4）。一般建模是用數(shù)據(jù)列建立差分方程，而灰色建模則是運用歷史數(shù)據(jù)列累加后生成新的數(shù)據(jù)列，再建立微分方程模型。由于一個地區(qū)的用電量及負(fù)荷狀況不僅與它的供電機組、電網(wǎng)容量、生產(chǎn)能力、經(jīng)濟發(fā)展及大用戶情況有直接關(guān)系，而且也與該地區(qū)的行政與管理政策的變化、天氣狀況、文化狀況以及生活習(xí)慣等因素有關(guān)系。內(nèi)蒙古自治區(qū)在加速農(nóng)業(yè)和農(nóng)村經(jīng)濟的戰(zhàn)略性調(diào)整、積極推進產(chǎn)業(yè)化經(jīng)營的同時，大力扶持重點項目的建設(shè)，這些都為農(nóng)業(yè)的穩(wěn)定發(fā)展創(chuàng)造了有利的條件。燃煤以其價廉，開采、運輸、使用、儲存方便，投資少的優(yōu)勢，在終端能源市場中，一直占有很大比例，一般工業(yè)用蒸汽，冬季采暖，賓館、飯店、寫字樓用熱水，餐飲業(yè)用蒸汽等。表4－1 國民經(jīng)濟總量指標(biāo)單位：億元、％指標(biāo)1980年1985年1990年1995年2000年2001年2002國內(nèi)生產(chǎn)總值第一產(chǎn)業(yè)所占比重第二產(chǎn)業(yè)所占比重 第三產(chǎn)業(yè)所占比重（2）農(nóng)牧業(yè)生產(chǎn)穩(wěn)定發(fā)展。內(nèi)蒙古電力公司面對挑戰(zhàn)，如何依靠自身優(yōu)勢，根據(jù)在地域、煤炭、水、環(huán)保容量等方面的固有優(yōu)勢和低造價、低成本、低上網(wǎng)電價，如何分析研究北京用電市場的特性來爭取西電東送的市場份額是一個急需解決的問題。目前全公司高載能用電負(fù)荷約50萬千伏安，%，%。到2002年，與此同時，內(nèi)蒙古是國內(nèi)最早實施西電東送的省區(qū)之一，從1990年至今已累計向北京送電400多億千瓦時。（2）同質(zhì)性。 　 市場營銷環(huán)境分析常用的方法為SWOT法，即優(yōu)勢 (Strength)、劣勢 (Weak)、機會 (Opportunity)、威脅 (Threaten)分析法，包括內(nèi)部環(huán)境分析（優(yōu)勢/劣勢分析）和外部環(huán)境分析（機會/威脅分析）。市場營銷與市場營銷者。指用戶在購買電力時所得到的附加服務(wù)及利益，如快速受理、服務(wù)上門、幫助用戶設(shè)計供用電方案、咨詢服務(wù)、售電后的服務(wù)等等。 　　（3）設(shè)定目標(biāo)體系。