【摘要】：近些年,電力市場(chǎng)的改革不斷深化,從最初的“廠網(wǎng)分離”、“競(jìng)價(jià)上網(wǎng)”到最近呼聲較高的新一輪電改方案“開放售電段,引入民營資本”,可以預(yù)見電力行業(yè)打破壟斷格局,引入市場(chǎng)競(jìng)爭(zhēng)已經(jīng)成為必然趨勢(shì),這使得電力企業(yè)的競(jìng)爭(zhēng)壓力逐漸加劇,供電企業(yè)必須由任務(wù)型企業(yè)向服務(wù)型企業(yè)全面轉(zhuǎn)型。服務(wù)型企業(yè)要求建立靈活的營銷體系、完整的服務(wù)鏈,形成快速的市場(chǎng)反應(yīng)機(jī)制,適應(yīng)市場(chǎng)和客戶需求的變化,提高工作效率,從統(tǒng)一模式的服務(wù)轉(zhuǎn)向一對(duì)一的個(gè)性化服務(wù)。如何在電力營銷管理過程中體現(xiàn)以客戶為中心的管理理念,如何進(jìn)行全方位的圍繞客戶的需求側(cè)管理,建立互動(dòng)的客戶關(guān)系,進(jìn)行趨勢(shì)性、前瞻性分析,提高需求預(yù)測(cè)的正確性以及決策支持的有效性,達(dá)到企業(yè)與客戶的雙贏,是供電企業(yè)面臨的新課題。 因此,本文把國家電網(wǎng)公司廣泛應(yīng)用的“SG186”營銷業(yè)務(wù)管理系統(tǒng)作為研究對(duì)象,以先進(jìn)的管理理論為指導(dǎo),結(jié)合供電企業(yè)業(yè)務(wù)實(shí)踐,提出系統(tǒng)改進(jìn)方案,構(gòu)建優(yōu)化模型,以期對(duì)國家電網(wǎng)公司和其他公司供電企業(yè)進(jìn)一步推進(jìn)營銷信息化建設(shè),成功實(shí)現(xiàn)企業(yè)轉(zhuǎn)型提供借鑒。 論文首先研究了在企業(yè)營銷管理方面較為成功的客戶關(guān)系管理(CRM)理論,CRM是一種以客戶為中心的經(jīng)營策論,非常符合供電企業(yè)服務(wù)型企業(yè)的定位。接著,研究了實(shí)施CRM必須的業(yè)務(wù)流程再造(BPR)理論,應(yīng)用BPR的主要方法,可以實(shí)現(xiàn)對(duì)現(xiàn)有系統(tǒng)的優(yōu)化改進(jìn)。在理論研究的基礎(chǔ)上,論文緊密結(jié)合供電企業(yè)營銷業(yè)務(wù)實(shí)踐,詳細(xì)闡述了供電企業(yè)營銷業(yè)務(wù)管理系統(tǒng)的優(yōu)化方案。論文設(shè)計(jì)了以客戶數(shù)據(jù)為中心的專業(yè)模塊重組方案,提出了基于時(shí)間軸的數(shù)據(jù)管理方法,實(shí)現(xiàn)了海量客戶數(shù)據(jù)的有效管理。通過建立計(jì)費(fèi)方案規(guī)則庫,對(duì)營業(yè)業(yè)務(wù)和抄核收業(yè)務(wù)流程進(jìn)行了優(yōu)化,大幅提高了核心業(yè)務(wù)流程的執(zhí)行效率。論文提出采用集成化的步驟業(yè)務(wù)子項(xiàng)管理營業(yè)流程,減輕了系統(tǒng)負(fù)擔(dān),同時(shí)增加了系統(tǒng)靈活性和可擴(kuò)展性。論文初步設(shè)計(jì)了智能查詢模塊和客戶價(jià)值評(píng)估體系的建設(shè)方案,彌補(bǔ)了原有系統(tǒng)在基礎(chǔ)管理和客戶細(xì)分方面的不足。最后,論文從業(yè)務(wù)應(yīng)用層面、客戶溝通層面和分析決策層面對(duì)系統(tǒng)優(yōu)化方案進(jìn)行了實(shí)效驗(yàn)證。
[Abstract]:In recent years, the reform of the electric power market has been deepened, from the original "separation of power plants and networks" and "bidding for the Internet" to the new round of electricity reform, "opening up the electricity sale section and introducing private capital", which has recently become a highly popular project. It can be predicted that the electric power industry breaks the monopoly pattern and introduces the market competition, which makes the competition pressure of the electric power enterprises intensify gradually, and the power supply enterprises must transform from the task-based enterprises to the service-oriented enterprises in an all-round way. Service enterprises need to establish a flexible marketing system, complete service chain, form a rapid market response mechanism, adapt to the changes of market and customer demand, improve work efficiency, and change from unified service to one-to-one personalized service. How to embody the customer-centered management concept in the process of electric power marketing management, how to carry on the omni-directional management around the customer's demand side, how to establish the interactive customer relationship, carry on the tendency, the forward-looking analysis, It is a new task for power supply enterprises to improve the correctness of demand prediction and the effectiveness of decision support to achieve a win-win situation between enterprises and customers. Therefore, this paper takes "SG186" marketing business management system, which is widely used by State Grid Company, as the research object, taking the advanced management theory as the guidance, combining with the business practice of power supply enterprise, puts forward the system improvement plan, constructs the optimization model. In order to further promote the construction of marketing informatization and successfully realize the transformation of enterprises, the State Grid Company and other power supply companies can use for reference. This paper first studies the theory of customer relationship management (CRM) which is successful in marketing management. It is a kind of customer-centered management policy theory, which accords with the position of power supply enterprise. Then, the theory of Business process Reengineering (BPR) (BPR) which is necessary to implement CRM is studied, and the main methods of BPR are applied to realize the optimization and improvement of the existing system. On the basis of theoretical research, the paper expatiates the optimization scheme of marketing business management system of power supply enterprise in close combination with the marketing business practice of power supply enterprise. This paper designs a professional module reorganization scheme with customer data as the center, and puts forward a data management method based on time axis, which realizes the effective management of massive customer data. By establishing the rule base of charging scheme, the business and checking business processes are optimized, and the execution efficiency of the core business process is greatly improved. In this paper, an integrated step business sub-item management is proposed to reduce the system burden and increase the flexibility and expansibility of the system. The paper has designed the intelligent inquiry module and the customer value appraisal system construction plan, has made up the original system in the foundation management and the customer subdivision aspect insufficiency. Finally, the thesis verifies the system optimization scheme from the aspects of business application, customer communication and analysis decision.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TP315

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