【摘要】：隨著市場經(jīng)濟(jì)的發(fā)展,電力行業(yè)的不斷改革,國家電網(wǎng)公司提出建設(shè)“電網(wǎng)堅強(qiáng)、資產(chǎn)優(yōu)良、服務(wù)優(yōu)質(zhì)、業(yè)績優(yōu)秀”現(xiàn)代公司戰(zhàn)略目標(biāo)。并在發(fā)展戰(zhàn)略中提出努力構(gòu)建人力資源、財務(wù)、物資集約化管理,構(gòu)建大規(guī)劃、大建設(shè)、大運行、大檢修、大營銷的“三集五大”發(fā)展體系,實現(xiàn)公司發(fā)展方式的轉(zhuǎn)變。此外,隨著電力體制的改革和市場化進(jìn)程的不斷深入,電企業(yè)的工作重點逐漸由生產(chǎn)向服務(wù)轉(zhuǎn)變,服務(wù)業(yè)務(wù)流程將圍繞客戶需求進(jìn)行重組,企業(yè)經(jīng)營理念也開始變以產(chǎn)品為中心為以客戶為中心。電力企業(yè)對電力產(chǎn)品的營銷越來越重要。目前,電力企業(yè)的市場開發(fā)不充分、能源競爭激烈,這都給電業(yè)局在市場中立足帶來了巨大的挑戰(zhàn)。這就要求電力企業(yè)轉(zhuǎn)變營銷觀念、改進(jìn)營銷模式、研究營銷策略,采用更為有效的營銷手段建立適應(yīng)市場需求的營銷模式。遼寧省為了提高電力服務(wù)質(zhì)量,轉(zhuǎn)變電力營銷模式,實行電力營銷一體化催費平臺項目。本文以電力營銷一體化催費平臺項目為例,對其實際應(yīng)用效果進(jìn)行評價分析,從而為營銷管理模式的完善和創(chuàng)新提供借鑒。首先,闡述了遼寧省電力營銷一體化催費平臺項目實施的背景以及其應(yīng)用效果評價研究的意義,并介紹了國內(nèi)外關(guān)于電力市場營銷以及效果評價等領(lǐng)域的研究現(xiàn)狀。隨后,詳細(xì)介紹了電力市場營銷以及效果評價的相關(guān)理論和方法,包括電力市場營銷的基本概念和內(nèi)容,電力抄核收模式及特點,效果評價基本概念、原則、步驟、方法及意義等。接著,在介紹遼寧省電力營銷一體化催費平臺項目的內(nèi)容和特點的基礎(chǔ)上,根據(jù)效果評價指標(biāo)體系建立的原則和步驟,建立遼寧省電力營銷一體化催費平臺項目應(yīng)用效果評價指標(biāo)體系,包括抄表效果、催費效果以及社會效果三個一級指標(biāo)和十一個二級指標(biāo)。緊接著,基于層次分析法和模糊綜合評價法建立遼寧省電力營銷一體化催費平臺項目應(yīng)用效果評價模型,并詳細(xì)闡述了建模的過程。本研究的重點是基于AHP-模糊綜合評價模型對遼寧省電力營銷一體化催費平臺項目的應(yīng)用效果進(jìn)行綜合評價,首先通過層次分析法確定各級指標(biāo)的權(quán)重,其次基于營銷模式的實際運行情況對各指標(biāo)進(jìn)行分析,最后運用模糊綜合評價方法對遼寧省電力營銷一體化催費平臺項目的應(yīng)用效果進(jìn)行綜合評價,評價的結(jié)果處于“好”的級別。
[Abstract]:With the development of market economy and the continuous reform of electric power industry, the State Grid Company has put forward the strategic goal of constructing modern company with "strong grid, excellent assets, excellent service and excellent performance". In the development strategy, the author puts forward the development system of "three sets and five big" in order to realize the transformation of the development mode of the company by constructing the intensive management of human resources, finance and materials, and constructing the development system of "three sets and five major", which are great planning, construction, operation, overhaul and marketing. In addition, with the reform of the electric power system and the deepening of the market-oriented process, the focus of the power enterprise is gradually changing from production to service, and the service business process will be reorganized around the needs of the customer. Business philosophy also began to change to product-centered for customer-centric. The marketing of electric power products by electric power enterprises is becoming more and more important. At present, the market development of electric power enterprises is not sufficient, and the energy competition is fierce, which brings great challenge to the electric power bureau in the market. This requires the electric power enterprise to change the marketing concept, improve the marketing model, study the marketing strategy, and adopt more effective marketing means to establish the marketing model to meet the market demand. In order to improve the quality of electric power service and change the mode of electric marketing, Liaoning Province implements the project of electric marketing integrated charging platform. This paper takes the project of electric power marketing as an example to evaluate and analyze its practical application effect, thus providing a reference for the perfection and innovation of marketing management mode. First of all, the background of the implementation of Liaoning province electric power marketing integrated charging platform project and the significance of its application effect evaluation research are described, and the current situation of domestic and foreign research on electric power marketing and effect evaluation is introduced. Then, the paper introduces the relevant theories and methods of electric power marketing and effect evaluation, including the basic concept and content of electric power marketing, the mode and characteristics of electric power check and collection, the basic concept, principles and steps of effect evaluation. Methods and significance. Then, on the basis of introducing the content and characteristics of Liaoning province electric power marketing integrated charging platform project, according to the principles and steps of establishing the effect evaluation index system, The evaluation index system of the application effect of Liaoning electric power marketing integrated charging platform project is established, which includes three first-class indexes and eleven second-class indexes, including the effect of meter reading, the effect of pushing fees and the social effect. Then, based on the analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method, the application effect evaluation model of Liaoning electric power marketing integrated charging platform is established, and the process of modeling is described in detail. The focus of this study is to evaluate the application effect of Liaoning electric power marketing integrated charging platform based on AHP- fuzzy comprehensive evaluation model. Firstly, the weight of all levels of indicators is determined by AHP. Secondly, based on the actual operation of the marketing model to analyze the indicators, at last, the fuzzy comprehensive evaluation method is used to evaluate the application effect of Liaoning electric power marketing integrated charging platform project. The results of the evaluation are at a "good" level.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.61;F274

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