本文選題：供電企業(yè) + 客戶關(guān)系管理�。� 參考：《蘭州理工大學》2013年碩士論文

【摘要】：隨著市場經(jīng)濟遠遠超越了電力商場經(jīng)濟的快速發(fā)展以及電力信息化進程的加快,用電客戶對供電企業(yè)的市場價值,產(chǎn)品的出售,提升客戶價值,開發(fā)潛力市場及客戶對供電公司的利潤增長起著相當重要的作用,因此,供電企業(yè)積極創(chuàng)建、維護客戶關(guān)系,是企業(yè)獲得競爭優(yōu)勢、提高電力市場占有率及提升企業(yè)價值的重要基礎(chǔ)。同時,天然氣等替代能源發(fā)展迅速,已經(jīng)形成了和電力爭奪終端能源市場的格局。這意味著電力企業(yè)必須提前意識到電力供需的發(fā)展趨勢,積極研究應(yīng)對措施,為企業(yè)創(chuàng)造新的利潤增長點。 本文首先綜述了客戶關(guān)系管理的相關(guān)理論與方法,通過對榆林供電公司內(nèi)外部環(huán)境及客戶關(guān)系管理現(xiàn)狀分析,可以歸納出存在的主要問題,針對公司目前的客戶關(guān)系狀況,運用客戶細分原理對榆林電力客戶結(jié)構(gòu)進行細分,確立如何選定目標客戶,贏得客戶,保留客戶,拓展客戶群的方案。針對重要大電力客戶,制定出了實行大客戶差異化服務(wù)策略：針對工業(yè)客戶制定出了工業(yè)客戶關(guān)系管理讓價策略；針對居民客戶制定出了智能化推進居民客戶關(guān)系管理策略；針對潛力客戶制定出了挖掘潛力客戶關(guān)系管理策略。最后闡述了保障客戶關(guān)系管理的保障措施,包括完善客戶關(guān)系管理信息系統(tǒng)、建立客戶關(guān)系管理評價體系。 本論文的研究不僅對榆林供電公司的電力市場營銷工作有直接的指導作用,對同行業(yè)的客戶關(guān)系管理工作也有一定的參考和借鑒意義。
[Abstract]:With the market economy far beyond the rapid development of electric power market economy and the acceleration of the process of electric power informatization, the market value of electricity customers to power supply enterprises, the sale of products, and the promotion of customer value, The development of potential market and customers play a very important role in the profit growth of power supply companies. Therefore, power supply enterprises actively establish and maintain customer relations, which is the competitive advantage of the enterprises. Improve the electricity market share and enhance the important foundation of enterprise value. At the same time, natural gas and other alternative energy sources are developing rapidly, which has formed a pattern of competing with electricity for the terminal energy market. This means that electric power enterprises must be aware of the development trend of power supply and demand in advance and actively study the countermeasures to create new profit growth points for enterprises. This paper first summarizes the relevant theories and methods of customer relationship management, through the analysis of the internal and external environment of Yulin power supply company and the current situation of customer relationship management, we can sum up the main problems, aiming at the current situation of customer relationship in Yulin Power supply Company. The customer structure of Yulin Electric Power Company is subdivided by the principle of customer segmentation, and the scheme of how to select target customers, win customers, retain customers and expand customer base is established. Aiming at the important large power customers, the strategy of implementing customer differentiation service is worked out: the industrial customer relationship management concession strategy is formulated for industrial customers, and the intelligent strategy for promoting resident customer relationship management is formulated for resident customers. The potential customer relationship management strategy is developed for potential customers. At last, the paper expounds the safeguard measures of customer relationship management, including perfecting customer relationship management information system and establishing customer relationship management evaluation system. The research of this paper not only has the direct instruction function to the electricity marketing work of Yulin Power supply Company, but also has certain reference and reference significance to the customer relationship management work of the same industry.
【學位授予單位】：蘭州理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.61

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本文編號：2059872