本文選題：電力企業(yè) + 增值服務(wù)�。� 參考：《華北電力大學(xué)(北京)》2017年碩士論文

【摘要】：電力行業(yè)是國民經(jīng)濟發(fā)展的基礎(chǔ),隨著我國電力體制改革的深入,電力企業(yè)在發(fā)展增值服務(wù)營銷面臨的各種矛盾問題也愈來愈凸顯,因此加強對電力增值服務(wù)營銷審計的評價指標(biāo)體系和方法研究,對企業(yè)的發(fā)展規(guī)劃和內(nèi)部監(jiān)督作用至關(guān)重要。本文主要研究基于增值服務(wù)電力企業(yè)營銷審計評價指標(biāo)體系和方法研究工作。全文介紹了研究背景及其意義、國內(nèi)外研究動態(tài)、課題研究內(nèi)容、研究方案及難點和可能的創(chuàng)新點。分析了營銷審計和增值型內(nèi)部審計的內(nèi)涵界定及其相關(guān)理論。其中營銷審計理論涉及到系統(tǒng)理論、產(chǎn)權(quán)理論、委托—代理理論、價值鏈理論、行為經(jīng)濟學(xué)理論;而增值型內(nèi)部審計理論涉及到受托責(zé)任理論,公司治理理論、風(fēng)險管理理論。電力企業(yè)營銷審計概述,分析電力企業(yè)服務(wù),特別是增值服務(wù)的介紹;電力企業(yè)的營銷風(fēng)險分析,包括微觀市場風(fēng)險和營銷戰(zhàn)略及策略風(fēng)險分析;電力企業(yè)增值服務(wù)進行營銷審計的目的分析;以及通過從橫向的營銷審計內(nèi)容著手,把增值服務(wù)營銷審計內(nèi)容分為營銷環(huán)境審計、營銷戰(zhàn)略審計、營銷組織審計、營銷系統(tǒng)審計、營銷功能審計、營銷效益審計,結(jié)合電力企業(yè)增值服務(wù)產(chǎn)品特點具體分析6大審計內(nèi)容,為下文增值服務(wù)的營銷審計指標(biāo)體系和方法研究等分析奠定基礎(chǔ)。電力企業(yè)的營銷審計工作,基于前文電力企業(yè)增值服務(wù)營銷審計內(nèi)容,引用國電電力公司為例,采用平衡記分卡和關(guān)聯(lián)度分析評審方法詳細(xì)剖析電力企業(yè)基于增值服務(wù)的營銷效益審計分析,并對營銷審計內(nèi)容改善電力企業(yè)增值服務(wù)營銷管理的實證進行研究。在實證方法中采用逐步回歸分析法,選擇前文分析的營銷審計內(nèi)容包括營銷環(huán)境、營銷戰(zhàn)略、營銷組織、營銷系統(tǒng)、營銷功能、營銷績效6方面構(gòu)造自變量,選擇營銷審計管理效果為因變量。通過實證分析影響營銷審計管理效果的影響因素,并從中提出改善意見。
[Abstract]:The electric power industry is the foundation of the national economic development. With the deepening of the reform of the electric power system in our country, the various contradictions faced by the electric power enterprises in developing value-added service marketing are becoming more and more prominent. Therefore, it is very important to strengthen the research on the evaluation index system and method of power value-added service marketing audit for the development planning and internal supervision of enterprises. This paper mainly studies the evaluation index system and method of power enterprise marketing audit based on value-added service. This paper introduces the research background and its significance, the research trends at home and abroad, the research contents, the research scheme, the difficulties and possible innovations. The connotation and theory of marketing audit and value-added internal audit are analyzed. The marketing audit theory involves the system theory, the property right theory, the principal-agent theory, the value chain theory, the behavioral economics theory, while the value-added internal audit theory involves the fiduciary responsibility theory, the corporate governance theory, the risk management theory. Summary of electric power enterprise marketing audit, analysis of power enterprise service, especially the introduction of value-added service, marketing risk analysis of electric power enterprise, including micro market risk, marketing strategy and strategy risk analysis; The purpose of marketing audit of value-added service in electric power enterprise is analyzed, and the content of marketing audit of value-added service is divided into marketing environment audit, marketing strategy audit, marketing organization audit by starting from horizontal marketing audit content. Marketing system audit, marketing function audit, marketing benefit audit, combined with the characteristics of value-added service products of electric power enterprises, the six audit contents are analyzed concretely, which lays a foundation for the analysis of marketing audit index system and method of value-added service below. The marketing audit work of electric power enterprises, based on the previous contents of value-added service marketing audit in electric power enterprises, cited as an example, By using balanced Scorecard and correlation degree analysis method, this paper analyzes the marketing benefit audit analysis of electric power enterprises based on value-added service in detail, and makes an empirical study on the content of marketing audit to improve the marketing management of value-added service in electric power enterprises. In the empirical method, we adopt stepwise regression analysis, select the marketing audit contents of the previous analysis, including marketing environment, marketing strategy, marketing organization, marketing system, marketing function, marketing performance six aspects to construct independent variables, which include: marketing environment, marketing strategy, marketing organization, marketing system, marketing function and marketing performance. Select marketing audit management effect as dependent variable. Through the empirical analysis of the impact of marketing audit management factors, and put forward suggestions for improvement.
【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.61;F274;F239.4

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