可拓方法在电力目标市场确定中的应用

Application of Extension Method in Choosing Target Market of Electricity Marketing

电力目标市场的确定是制定电力营销策略的基础。首先运用可拓学中的物元理论建立了按分类电价分类的用电市场细分及其细分市场的物元模型,在模型中考虑了影响目标市场选择的相关因素如市场份额、市场增长率、电费回收率、电力消费弹性等,使这些因素不相容性能很好地在一个物元模型得到解决。然后介绍了可拓评价方法的基本原理和一般步骤。最后应用优度评价方法于某电力公司电力目标市场的确定,在应用中采用了层次分析法确定影响目标市场选择的相关因素的权重。采用该方法得到的电力目标市场符合某电力公司的发展目标,从而为某电力公司制订切实有效的营销策略提供了可靠的依据。

Strategy of electricity marketing must be based on choosing target market. This paper establishes models of consumer marketsegmenting and segmental market based on matter element according to classifying electrovalence, such correlative factors as market shares, rate of market increase, rate of cost callback and elasticity of electricity consumption are taken into account to make the incompatibility of the factors be settled in the model. The basic principle and common process of the extension evaluation are introduced. The extension evaluation is applied to choose electricity target market for a electricity power Inc., in which the analytic hierarchy process has been applied to determine the weight of each factor related to choosing target market. The electricity target market got by this method answer to the development goal, which can help to the company to map out the effective marketing strategies.