本文關(guān)鍵詞：遼寧電力公司服務(wù)營銷對策研究　出處：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：在國內(nèi)市場經(jīng)濟(jì)的快速發(fā)展下,電力公司的改革也是箭在弦上勢在必行。新形勢下遼寧省電力公司如何適應(yīng)社會(huì)需求,是必須認(rèn)真考慮的問題。為了讓電力公司在市場中成為佼佼者,服務(wù)標(biāo)準(zhǔn)與營銷手段的改進(jìn)、提高與完善,無疑對電力公司更好地服務(wù)社會(huì)有很大的推動(dòng)作用。服務(wù)營銷無形之中已經(jīng)成為電力公司自身發(fā)展的必要部分,本文運(yùn)用7P組合營銷方式,通過文獻(xiàn)研究、實(shí)地調(diào)研、案例分析、定性分析等幾種方法,對目前遼寧省電力公司中出現(xiàn)的問題進(jìn)行分析。提出相應(yīng)對策,主要包括提升電力服務(wù)人員的工作理念、服務(wù)意識(shí)、服務(wù)態(tài)度,建立營銷體系。首先,分析電力市場與服務(wù)策略的關(guān)系,根據(jù)用戶需求、提高服務(wù)意識(shí)、以長期優(yōu)質(zhì)的服務(wù)與客戶保持聯(lián)系;其次,提升公司品牌與資源策略的地位,逐步樹立公司品牌形象、整理客戶信息檔案;完善員工考核制度,對制度的每一項(xiàng)都有詳細(xì)的獎(jiǎng)懲措施,這樣團(tuán)隊(duì)和企業(yè)的競爭力將會(huì)得到充分體現(xiàn)。本文對遼寧省電力公司的服務(wù)營銷對策現(xiàn)狀進(jìn)行詳細(xì)分析,借鑒國內(nèi)國外的相關(guān)研究著作,提出遼寧省電力公司存在的問題及現(xiàn)狀,從提高服務(wù)人員素質(zhì)、打造品牌化營銷模式、構(gòu)建營銷管理體系等幾個(gè)方面對于遼寧電力公司服務(wù)營銷策略進(jìn)行改進(jìn),對遼寧省電力公司乃至全國范圍內(nèi)的電力公司在新形勢下開展?fàn)I銷工作,為中國電力公司服務(wù)營銷策略提供了一個(gè)較為全新的視角,對電力行業(yè)未來的發(fā)展起到更好的推動(dòng)作用。
[Abstract]:With the rapid development of domestic market economy, the reform of the power companies are also imperative. How imminent Liaoning province electric power company under the new situation to meet the needs of society, is a problem to be considered seriously. In order to make the power company to become a leader in the market, improve service standards and marketing means, improve and perfect, is undoubtedly a great impetus the role of power companies to better serve the society. Service marketing has become a necessary part of the invisible power company's development, this paper uses 7P combination of marketing methods, through the analysis of literature research, field research, case study, qualitative analysis and other methods, the power company in Liaoning province is analyzed. Put forward the corresponding countermeasures, mainly including to enhance the power of service concept, service consciousness, service attitude, the establishment of marketing system. Firstly, analysis and field service strategy in electric power market The relationship, according to user needs, enhance service awareness, to long-term customer service and quality to maintain contact; secondly, enhance the company's brand strategy and resource status, and gradually establish a corporate brand image, customer information files; improve the staff appraisal system, the system of each has detailed incentive measures, and so the team the competitiveness of enterprises will be fully reflected. In this paper, the status of the service marketing strategy of Liaoning electric power company in detail, from the relevant research works at home and abroad, puts forward the existing problems of Liaoning province electric power company and the status quo, from improving the service quality of personnel, to build the brand marketing mode, the construction of several marketing management system for service marketing the strategy of Liaoning electric power company is improved and the electric power company of Liaoning electric power company and the country within the scope of the marketing work in the new situation, for The Chinese power company service marketing strategy provides a new perspective and plays a better role in promoting the future development of the power industry.

【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.61;F274

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本文編號(hào)：1368680