本文選題：客戶關(guān)系管理 + 客戶價(jià)值��； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：在國(guó)際上，電力的營(yíng)銷幾乎都是由該國(guó)極個(gè)別大型企業(yè)控制的。這種自然壟斷的格局，使供電企業(yè)長(zhǎng)期以來(lái)很少存在留住客戶和新增客戶的問(wèn)題，但同時(shí)也使得供電企業(yè)與客戶間關(guān)系逐漸淡化，客戶降低了對(duì)供電企業(yè)的親密程度，也降低了對(duì)供電服務(wù)的投入熱情。 雖然客戶關(guān)系管理對(duì)于供電企業(yè)不具備明顯的盈利性特征，但隨著供電企業(yè)服務(wù)意識(shí)的逐步重視，以及社會(huì)對(duì)壟斷企業(yè)要求的不斷提高，，供電企業(yè)開始愈加重視提升客戶關(guān)系。客戶關(guān)系管理成為供電企業(yè)經(jīng)營(yíng)發(fā)展的潛在需求，也是其彰顯社會(huì)責(zé)任的客觀需要。 本文從中國(guó)供電企業(yè)總體現(xiàn)狀引入，以S供電局為中國(guó)供電企業(yè)的一個(gè)縮影，從客戶關(guān)系管理理論本源出發(fā)，結(jié)合針對(duì)S地區(qū)為期三個(gè)月的大客戶走訪數(shù)據(jù)與該區(qū)域電力供需歷史數(shù)據(jù)資料分析，嘗試運(yùn)用與演化當(dāng)代成熟的營(yíng)銷管理工具，原創(chuàng)性設(shè)計(jì)了客戶識(shí)別、服務(wù)（產(chǎn)品和渠道）體驗(yàn)、信息支撐，三個(gè)用以衡量供電企業(yè)客戶關(guān)系管理水平的維度，并以此研究探討S供電局的客戶關(guān)系管理水平提升策略。 針對(duì)三個(gè)維度，本文一共設(shè)計(jì)了包括價(jià)值導(dǎo)向的客戶分群，客戶體驗(yàn)導(dǎo)向的服務(wù)產(chǎn)品提升，客戶信息字典設(shè)計(jì)等三大全新模型。在服務(wù)產(chǎn)品提升模型中，本文還設(shè)計(jì)了電力產(chǎn)品的客戶體驗(yàn)維度，填補(bǔ)了行業(yè)相關(guān)空白。三套模型不僅停留在理念層級(jí)，更結(jié)合S供電局真實(shí)數(shù)據(jù)進(jìn)行演算推導(dǎo)并得到了驗(yàn)證預(yù)期，從而使其本身成為了行業(yè)稀缺的為供電企業(yè)度身定制的理論（方法論）依據(jù)，以求更切實(shí)有效地服務(wù)供電企業(yè)客戶關(guān)系管理的持續(xù)改進(jìn)。
[Abstract]:Internationally, the marketing of electricity is almost always controlled by the country's few large companies. This natural monopoly pattern makes the power supply enterprises rarely have the problem of retaining customers and adding new customers for a long time, but at the same time, it also makes the relationship between the power supply enterprises and customers gradually desalinate, and the customers reduce the intimate degree to the power supply enterprises. It also reduces enthusiasm for power supply services. Although customer relationship management (CRM) has no obvious profitability for power supply enterprises, with the gradual attention of service consciousness of power supply enterprises and the increasing demands of the society, the power supply enterprises begin to pay more attention to the promotion of customer relations. Customer relationship management (CRM) has become the potential demand of power supply enterprises, and it is also the objective need to highlight social responsibility. This paper introduces the general situation of Chinese power supply enterprises, takes S power supply bureau as a miniature of Chinese power supply enterprises, and proceeds from the origin of customer relationship management theory. Based on the analysis of the three month visit data of large customers in S area and the historical data of power supply and demand in this area, this paper tries to apply and evolve the mature marketing management tools, and designs the original customer identification. Service (product and channel) experience, information support, three dimensions used to measure the level of customer relationship management in power supply enterprises. In view of the three dimensions, this paper designs three new models, including value-oriented customer clustering, customer-experience-oriented service product upgrading, customer information dictionary design, and so on. In the service product promotion model, this paper also designs the customer experience dimension of electric power products, which fills the gap of industry. The three sets of models not only stay at the level of concept, but also combine with the real data of S power supply bureau to derive the calculus and obtain the verification expectation, which makes it become the theory (methodology) basis for the power supply enterprise to customize. In order to more practical and effective service for the continuous improvement of customer relationship management in power supply enterprises.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.61

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