基于电力市场营销的客户管理体系研究 工商管理专业.docx

基于电力市场营销的客户管理体系研究 摘要 伴随着市场竞争环境的日益激烈，电力企业为了自身的生存和发展，积极更新管理理念、服务理念以及价值理念，尤其注重以顾客为导向，使其不断适应市场的竞争环境。笔者以国内外研究为基础，以电力客户关系管理和市场营销的根本含义与理论为着眼点，通过实证研究、文献资料以及案例分析等方法，把临沂电力作为其典型案例，围绕其发展和营销现状以及营销环境展开了系统研究，找出该电力在营销实践中所面临的机遇与挑战，发现其优点与不足，从而建立起以顾客满意度与顾客价值为导向的电力市场CRM体系，同时由四个不同的层面，即资金、人才、技术以及政策，笔者提出了以电力营销的客户管理为基础的保障措施，以期为该行业开展营销以及客户关系管理提供保证。与此同时，还可引领与临沂电力类同的电力企业探索一套高质量的顾客服务模式，构建起以顾客为核心的“同心圆”营销管理模式，从而有效促进国内电力企业现有管理体系的不断健全与发展，进一步提升国内电力企业的服务水平以及服务质量，使国内电力企业实现健康、稳定和可持续发展。 笔者通过系统地分析与研究，最终得出以下几条结论：第一，目前，临沂电力市场之中机遇多于挑战，优点多于不足，因此开展市场营销时，应采取WO战略，通过其外部发展的机遇，使企业所存在的不足得到不断改进，进一步强化其客户关系管理，从而使企业的服务、营销、组织以及管理能力得到有效提升。第二，以顾客价值评估为基础，为营销部门识别高价值顾客以及潜在价值顾客提供依据。顾客分类完成以后，企业即可采取差异化的营销战略，面对高价值顾客，营销策略应侧重于维持与提升其满意度，使这部分顾客能够得以留存；面对潜在价值顾客，营销策略应侧重于满足他们的潜在需求，使这部分潜在价值顾客逐步发展成为高价值顾客。第三，以顾客满意度调查与评估为基础，可有效获得电力企业在服务价格、软件以及硬件方面的满意度得分，还可获得企业形象满意度、顾客忠诚度和顾客投诉度等方面的得分，结合其得分情况，有针对性地实施营销策略。顾客所得分数较低，则应侧重于优化他们的产品、服务、价格、人本、促销以及有形展示策略，以提高顾客满意度，使高质量顾客能够得以留存，提升他们的忠诚度。第四，根据当前临沂电力市场的现状，着眼于解决目前电力企业中存在的某些实际问题，对当地电力市场所处的营销环境展开了分析与研究，其客户管理是利用建设服务型企业文化、构建服务协调体系与信息集成平台来实现的，同时其客户管理体系评估主要利用构建顾客满意度评估体系与顾客信用度指标体系来加以实现，旨在充分体现客户管理系统的功能。在进行电力营销时电力企业要保证其客户关系管理能够得到顺利实施，必须由文化、技术、人才以及组织四个不同层面来加以保证。 关键词：市场营销；电力市场；客户管理 Research on Customer Management System Based on Electricity Marketing abstract With the increasingly fierce market competition environment, electric power enterprises are actively updating their management, service and value concepts for their own survival and development, especially focusing on customer-oriented, so that they can constantly adapt to the competitive environment of the market. On the basis of domestic and foreign research, focusing on the fundamental meaning and theory of electric power customer relationship management and marketing, the author takes Linyi Electric Power as its typical case through empirical research, literature and case analysis, carries out a systematic study around its development and marketing status and marketing environment, and finds out the opportunities and choices faced by the electric power in marketing practice. The author finds out its advantages and disadvantages, and establishes a CRM system of power market oriented by customer satisfaction and customer value. At the same time, from four different levels, namely, capital, talent, technology and policy, the author puts forward the safeguard measures based on customer management of power marketing, in order to provide guarantee for marketing and customer relationship management in this industry. At the same time, it can also lead electric power enterprises similar to Linyi Electric Power to explore a set of high-quality customer service model L to build a "concentric circle" marketing management model with customers as the core, so as to effectively promote the continuous improvement and development of the existing management system of domestic electric power enterprises, further improve the service level and service quality of domestic electric power enterprises, and make domestic electric power enterprises reality. It is now healthy, stable and sustainable. Through systematic analysis and research, the author finally draws the following conclusions: First, at present, there are more opportunities than challenges in the Linyi power market, and the advantages are more than insufficient. Therefore, when marketing is carried out, the WO strategy should be adopted through the outside. The opportunities for development have enabled the company to continuously improve its deficiencies and further strengthen its customer relationship management, so that the company's service, marketing, organization and management capabilities have been effectively improved. Second, based on customer value assessment, it provides a basis for the marketing department to identify high-value customers and potential value customers. After the customer classification is completed, the company can adopt a differentiated marketing strategy. In the face of high-value customers, the marketing strategy should focus on maintaining and improving its satisfaction, so that these customers can be retained; in the face of potential value customers, the marketing strategy should Focus on meeting their potential needs and enabling these potential value customers to evolve into high value customers. Third, based on customer satisfaction survey and evaluation, it can effectively obtain the satisfaction scores of power companies in terms of service price, software and hardware, and also obtain scores in corporate image satisfaction, customer loyalty and customer complaints. In combination with its scoring situation, targeted marketing strategies are implemented. Customers with low scores should focus on optimizing their products, services, prices, people, promotions, and tangible display strategies to increase customer satisfaction and enable high-quality customers to survive and increase their loyalty. Fourth, according to the current status of Linyi's power market, focus