Інструменти управління взаємовідносинами на роздрібному ринку електроенергії України
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Дата
2013
ORCID
DOI
Науковий ступінь
Рівень дисертації
Шифр та назва спеціальності
Рада захисту
Установа захисту
Науковий керівник
Члени комітету
Видавець
Тернопільський національний технічний університет ім. Івана Пулюя
Анотація
У статті розглядається актуальна проблема впровадження інструментів маркетингу взаємовідносин на роздрібному ринку електроенергії України у період поглиблення реформ. У статті підкреслено, що при набутті енергопостачальним підприємством статусу Гарантуючого постачальника, впровадженні конкурентних відносин на роздрібному ринку, вони ризикують втратити долю ринку за рахунок переходу економічно вигідних клієнтів (промислові платоспроможні споживачі) до незалежних постачальників, котрі зможуть запропонувати їм більш низькі роздрібні ціни на електроенергію. Визначені інструменти маркетингу взаємодії, що дозволять підвищити конкурентоспроможність обласних енергопостачальних підприємств як гарантуючих постачальників на роздрібному ринку електроенергії
The article describes the actual problem of relationships marketing tools adoption at the retail power market in Ukraine during the reform intensification period. The article emphasizes that right after the power supplier receives the status of a Guaranteeing supplier, adoption of competitive relationships at the retail market, it risks to lose the market share because the economically beneficial clients (industrial solvent customers) are switching to independent providers, who could actually offer lower prices to such customers. This is the reason why a conceptual scheme of different “supplier-customer” relationships worthiness (during the reform intensification period) aspects is proposed. These relationships consist of some monetary and non-monetary values implemented on the tactical and strategical levels. Also, there are some relationships marketing tools defined, which help to increase the competitiveness level of regional power suppliers as guaranteeing providers at the power retail market. Article proposes means of organizational and psychological influence on customers for relationship development. Supporting electricity networks was also proposed to treat as a marketing activity. It was also offered to widen the mix of services rendered by the power supplying companies to the end consumers as one of the ways to increase company income taking into account the fact the economically beneficial customers are moving to other power suppliers. Power supplying companies were recommented to utilize some forms of marketing specific for retail energy sales: effective interoperation with diversified groups of consumers who have high debt rates for the power supply used, and who cannot undergo any severe types of penalty since legislation protects this consumer category.
The article describes the actual problem of relationships marketing tools adoption at the retail power market in Ukraine during the reform intensification period. The article emphasizes that right after the power supplier receives the status of a Guaranteeing supplier, adoption of competitive relationships at the retail market, it risks to lose the market share because the economically beneficial clients (industrial solvent customers) are switching to independent providers, who could actually offer lower prices to such customers. This is the reason why a conceptual scheme of different “supplier-customer” relationships worthiness (during the reform intensification period) aspects is proposed. These relationships consist of some monetary and non-monetary values implemented on the tactical and strategical levels. Also, there are some relationships marketing tools defined, which help to increase the competitiveness level of regional power suppliers as guaranteeing providers at the power retail market. Article proposes means of organizational and psychological influence on customers for relationship development. Supporting electricity networks was also proposed to treat as a marketing activity. It was also offered to widen the mix of services rendered by the power supplying companies to the end consumers as one of the ways to increase company income taking into account the fact the economically beneficial customers are moving to other power suppliers. Power supplying companies were recommented to utilize some forms of marketing specific for retail energy sales: effective interoperation with diversified groups of consumers who have high debt rates for the power supply used, and who cannot undergo any severe types of penalty since legislation protects this consumer category.
Опис
Ключові слова
реформи, споживач, енергопостачальне підприємство, reforms, electric energy, customer, energy supplying company
Бібліографічний опис
Омеляненко Т. В. Інструменти управління взаємовідносинами на роздрібному ринку електроенергії України / Т. В. Омеляненко // Галицький економічний вісник = Galician economic bulletin. – 2013. – № 1. – С. 51-58.