利用网络营销手段改进能源企业营销管理——以JSK“vinnitsiaobenergo”为例

N. Buha, A. Havrylyuk
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引用次数: 0

摘要

本文界定了电力工业改革背景下能源企业的活动特征,分析了能源企业的组织结构,指出了能源企业的主要不足;分析了企业的主要财务指标;在确定了有增减趋势的指标后,提出了今后保持负趋势可能产生的后果;企业外部环境特征化,战略业务单元突出;考虑企业在外部环境影响下面临的威胁和机会。在分析的基础上,提出建议,利用营销工具改进电力工业企业的活动;为解决市场营销问题,建立与电力消费者互动的流程,提出了完善企业组织结构的建议,并证明了建立市场营销部门的经济和社会效果是合理的;分析了公司在社交网络中的活动,并确定了一些缺点;建议在企业经济活动中改进营销手段的运用,通过数字化营销手段提高企业在电力市场上的竞争力,即改进Facebook商业页面的设计,发展企业风格,改变内容类型的比例,在社交网络Facebook中利用所有平台与目标受众进行互动;改变文本和视觉材料的呈现,以增加感知的有效性,在有前途的社交网络Instagram上创建一个页面。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Improvement of marketing management at the energy enterprise by internet marketing instruments on the example of JSK "Vinnitsiaoblenergo"
In the article the features of the activity of the Energy Enterprise in the context of reforming the electric power industry are defined, the organizational structure is analyzed and its main shortcomings are identified; the main financial indicators of the enterprise are analyzed; in which indicators there is a tendency to increase and decrease are determined, possible consequences from maintaining a negative trend in the future are provided; the external environment of the enterprise is characterized, its strategic business units are highlighted; the threats and opportunities available to the enterprise under the influence of the external environment are considered. Based on the analysis, recommendations are developed for improvement of the activity of the Electric Power Industry Enterprise, using marketing tools; recommendations are given for improving the organizational structure of the enterprise by implementing a specialized full-fledged marketing department in order to solve marketing problems and establish the process of interaction with electricity consumers the economic and social effect of creating a full-fledged marketing department is justified; the company's activities in social networks are analyzed and a number of shortcomings are identified; it is recommended to improve the use of marketing tools in the economic activity of the enterprise to increase competitiveness in the electric power market by using digital marketing tools, namely, improving the design of the business page on Facebook, developing corporate style, changing the ratio of content types, using all platforms for interaction with the target audience in the social network Facebook, changing the presentation of text and visual material in order to increase the effectiveness of perception, creating a page in the promising social network Instagram.
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