【摘要】：隨著供電體制改革的不斷深入,縣級(jí)供電企業(yè)的市場(chǎng)主體地位得到確立,但是以利潤(rùn)最大化的市場(chǎng)營(yíng)銷(xiāo)目標(biāo),不但與國(guó)家的能源政策有所背離,而且與供電企業(yè)的社會(huì)責(zé)任也不相符。論文通過(guò)W縣供電公司內(nèi)、外客戶(hù)滿(mǎn)意度的研究,期待為縣級(jí)供電企業(yè)的市場(chǎng)營(yíng)銷(xiāo)工作找到新的落腳點(diǎn)。 遵循為什么、是什么、怎么辦的研究思路,在市場(chǎng)營(yíng)銷(xiāo)理論研究和供電行業(yè)營(yíng)銷(xiāo)的基礎(chǔ)上,以W縣供電公司為例展開(kāi)實(shí)證分析。通過(guò)對(duì)W縣供電公司客戶(hù)滿(mǎn)意的內(nèi)外部環(huán)境分析,論證分析提高客戶(hù)滿(mǎn)意度的必要性和公司滿(mǎn)足客戶(hù)滿(mǎn)意的基礎(chǔ)保障；通過(guò)建立W縣供電公司客戶(hù)滿(mǎn)意評(píng)價(jià)體系并開(kāi)展測(cè)評(píng),真實(shí)反映公司的客戶(hù)滿(mǎn)意度水平；最后,結(jié)合行業(yè)態(tài)勢(shì)和W縣供電公司的具體情況,對(duì)客戶(hù)滿(mǎn)意度現(xiàn)狀進(jìn)行了分析并提出了針對(duì)性的建議。 W縣供電公司外部客戶(hù)滿(mǎn)意度為74.65%,最需要改進(jìn)的內(nèi)容是階梯電價(jià)、供電服務(wù)環(huán)節(jié)的銜接、初裝渠道建設(shè)、信息發(fā)布渠道建設(shè)、供用電合同辦理和停電信息發(fā)布；內(nèi)部客戶(hù)滿(mǎn)意度為65.16%,需要改進(jìn)五項(xiàng)內(nèi)容依次是個(gè)人的薪酬福利、績(jī)效考核的有效性、個(gè)人的成長(zhǎng)空間、績(jī)效考核的公平性和個(gè)人能力的提升空間。造成W縣供電公司客戶(hù)滿(mǎn)意度偏低的原因比較多,主要包括有網(wǎng)架結(jié)構(gòu)與經(jīng)濟(jì)社會(huì)發(fā)展需求之間的矛盾、供電服務(wù)與客戶(hù)需求和規(guī)范管控之間的矛盾、安全管理與供用電設(shè)備之間的矛盾、農(nóng)電管理現(xiàn)狀與體制機(jī)制之間的矛盾。針對(duì)滿(mǎn)意度的狀況,提出了全員樹(shù)立顧客導(dǎo)向的營(yíng)銷(xiāo)意識(shí)、建立和完善有利于提高顧客滿(mǎn)意度的服務(wù)營(yíng)銷(xiāo)流程、全力保障供用電安全、提供合格的電能產(chǎn)品、提供更加優(yōu)質(zhì)的服務(wù)產(chǎn)品、提高全體人員的綜合素質(zhì)等五個(gè)方面的建議和對(duì)策。 經(jīng)過(guò)研究認(rèn)為,將提高客戶(hù)滿(mǎn)意度作為W縣級(jí)供電公司市場(chǎng)營(yíng)銷(xiāo)工作的出發(fā)點(diǎn),不但能夠清晰的指明公司的市場(chǎng)營(yíng)銷(xiāo)工作改進(jìn)方向,而且也會(huì)對(duì)同行業(yè)產(chǎn)生深遠(yuǎn)的影響。
[Abstract]:With the deepening of the reform of power supply system, the dominant position of county-level power supply enterprises has been established. However, the marketing target of maximizing profits is not only contrary to the national energy policy. And with the power supply enterprise's social responsibility is also inconsistent. This paper looks forward to finding a new foothold for the marketing work of county-level power supply enterprises through the research of customer satisfaction in W county power supply company. Following the research ideas of why, what and how to do, on the basis of marketing theory research and power supply industry marketing, this paper takes W county power supply company as an example to carry out empirical analysis. Through the analysis of the internal and external environment of customer satisfaction in W county power supply company, the necessity of improving customer satisfaction and the basic guarantee for the company to satisfy customer satisfaction are demonstrated and analyzed, and the evaluation system of customer satisfaction of W county power supply company is established and the evaluation is carried out. Reflect the level of customer satisfaction of the company; finally, combined with the industry situation and the specific situation of W county power supply company, This paper analyzes the present situation of customer satisfaction and puts forward some pertinent suggestions. The external customer satisfaction of W County Power supply Company is 74.65. The content that needs to be improved most is the step price, the connection of power supply service, the construction of initial installation channel. Information distribution channel construction, power supply contract processing and blackout information release; internal customer satisfaction is 65.160.The five items need to be improved in order are individual compensation and welfare, effectiveness of performance appraisal, and personal growth space. The fairness of performance appraisal and the improvement of individual ability. There are many reasons for the low customer satisfaction of W County Power supply Company, mainly including the contradiction between the grid structure and the economic and social development demand, the contradiction between the power supply service and the customer demand and the standard management and control. The contradiction between safety management and power supply equipment, between the current situation of agricultural power management and system mechanism. Aiming at the situation of satisfaction, the paper puts forward that the whole staff should set up a customer-oriented marketing consciousness, establish and perfect the service marketing process that is beneficial to the improvement of customer satisfaction, make every effort to ensure the safety of electricity and power supply, and provide qualified electric energy products. Provide more high-quality service products, improve the overall quality of all staff and other five aspects of advice and countermeasures. Through the research, it is considered that improving customer satisfaction as the starting point of marketing work of W county power supply company can not only clearly point out the direction of improving the marketing work of the company, but also have a profound impact on the same industry.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.61;F274

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本文編號(hào)：2230315