摘 要
随着电力体制改革的持续深入,电力供需形势发生的变化,供电企业的生产
经营发展也发生了变化。傳电侧竞争机制的引入,要求以俜屯为ii营业务的供电
公司,必须适应形势变化,遵循市场规律,釆取必要的营销T-段,全面提升竞争
能力,而品牌营销战略是其中重要的一个方面。山于H前电力市场的特殊性,许
多常用的营销策略不能直接应用于屯力营销活动屮。为了 A市供电公司的长远发
展,实施品牌营销战略势在必行。

本文在介绍品牌营销相关理论时参阅了大量的文献欧亿·体育（中国）有限公司,包括各类关于品牌
营销的期刊、杂志、论文、报告,以及关于本企业的各种欧亿·体育（中国）有限公司,对A市供电公司
进行了比较全而的剖析,通过借鉴国内外优秀公司品牌战略实施情况,发现A市
供电公司品牌营销中存在的一些不足,进而将品牌营销战略的思想引入到A市供
电公司的H常运营中,在此基础上探索A市供电公司品牌战略构建的方案。

本文共分为五个部分。第一部分是导论,介绍选题背景和研究意义、研究方
法、创新点和研究思路、框架。第二部分介绍了品牌及品牌营销的相关理论。第
三部分介绍公司现状,重点就找出公司在品牌营销中存在的问题。第四部分是A
市供屯公司品牌营销战略设计,通过品牌定位、品牌设计、品牌保护、品牌经营、
品牌危机处理等流程设计,制定适合A市供屯公司的品牌营销方案。第五部分是
品牌背销实施的保障措施,通过组织建设、队伍建设、文化建设、制度建设等一
系列保障措施,更好地实现品牌营销的目的。

关键词:供电公司品牌背销方案
ABSTRACT
With the continued deepening of reform the power system, the supply and demand
situation of power is changing, so as well the development of the production and
operation of the power supply company. The introduction of electricity sales side of the
competition mechanism, requiring the main business of the sale of electricity supply
companies must adapt to the changing situation, following the laws of the market,
taking the necessary marketing tool to raise the overall competitiveness, and the brand
marketing strategy is an important aspcct. Due to the special nature of the electricity
market, many marketing strategy cannot be directly applied to the power marketing
activities. To A City Power&39;s long-term development, the implementation of brand
marketing strategy is imperative.
When introducing brand marketing theory I referred to a large number of
documents, including all kinds of brand marketing journals, magazines, papers, reports,
and material of A City Power Supply Company. Thus a more comprehensive analysis
can be done to A Power Supply Company, and finding some shortcomings of A City
Power Supply Company brand marketing .Referred to brand strategy implementation
through the good companies from home and abroad, and then introduces the idea of
brand marketing strategy to the operations ofA City Power Supply Compan, to explore
brand strategy of A Power Supply Company.
This paper is divided into five parts. The first part is an introduction introduces the
research background and significance of research, rcscarch methodology, innovation,
research ideas, and frameworks. The second part introduces the theory of brand and
brand marketing. The third section dcscribcs the status quo, to focus on to identify the
company&39;s brand marketing. The fourth part is 八 Power Supply Company brand
marketing strategy design, brand positioning, brand design, brand protection, brand
management, brand crisis treatment process design, the development of the power
company for A City brand marketing programs. The fifth part of the implementation of
brand marketing safeguards,by organizing a series of safeguards building, team
building, culture building, and institution building, thus to achieve the purpose of brand
marketing.
Keywords: Power Supply Company; Brand; Marketing Plan