二十世纪末,我国的电力工业形势发生了极大的变化,电力供需紧张关系趋缓,电力需求发展的增速不断下降,而电力供应的能力大幅度提高,这使我国大部分地区开始从缺电的困境中解脱出来,电力生产开始从“卖方市场”转向“买方市场”。如果说电力紧张给电力发展提供了一种机遇的话,那么现在的电力缓和,电力市场格局重新确立;电力体制改革方案水落石出,电力发展市场化进程日趋加快;尤其是中国加入WTO,进入经济全球化循环,同样也给电力企业的发展提供了一种新的机遇。要把握机遇,我们电力企业的经营就必须由“政府指令型”转变为“市场导向型”;就必须建立电力市场营销观念,积极推进电力营销工作改革;就必须加快营销管理市场化进程,打破垄断,引入竞争,改善服 At the end of the 20th century, the situation of China’s power industry has undergone tremendous changes. The tension between power supply and demand has slowed down, the growth rate of power demand has been declining, and the power supply capacity has increased dramatically. This has caused most of our country to start from lack. The power was relieved from the predicament, and power production began to shift from the “seller market” to the “buyers market.” If power shortages provide an opportunity for electric power development, then the current moderation of electricity and the electricity market structure will be re-established; the power system reform plan will be solved and the marketization process of electric power development will be accelerating; in particular, China’s accession to the WTO will enter the economic globalization. The cycle also provides a new opportunity for the development of power companies. To seize opportunities, the management of our power companies must be transformed from a “government directive type” to a “market oriented one;” we must establish the concept of electricity market marketing and actively promote the reform of power marketing; we must speed up the marketing management market. Process, breaking monopoly, introducing competition, improving service