本文選題：供電企業(yè)　切入點：營銷稽查　出處：《華北電力大學(xué)(北京)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：電力營銷工作點多面廣、時效性高,容易發(fā)生因供電企業(yè)人員業(yè)務(wù)素質(zhì)、政策理解、工作態(tài)度等差異,導(dǎo)致政策或標(biāo)準(zhǔn)執(zhí)行不到位的情況。供電企業(yè)營銷稽查工作能夠有效規(guī)避營銷業(yè)務(wù)差錯及經(jīng)營漏洞,已經(jīng)成為供電企業(yè)必不可少的內(nèi)控約束措施,是提高企業(yè)經(jīng)營管理水平和經(jīng)濟(jì)效益的重要手段�，F(xiàn)有的營銷稽查業(yè)務(wù)資源分散,未形成工作體系,稽查業(yè)務(wù)的開展多為事后稽查,稽查業(yè)務(wù)系統(tǒng)功能也不完備,稽查業(yè)務(wù)缺乏必要的技術(shù)支撐,造成供電企業(yè)稽查工作效率不高,企業(yè)跑冒滴漏等營銷管理上的漏洞。因此,迫切需要建立一套完善的營銷稽查體系,統(tǒng)籌解決當(dāng)前營銷稽查業(yè)務(wù)的各種問題。本文在分析了當(dāng)前營銷稽查的現(xiàn)狀和存在不足之后,對營銷稽查體系需求進(jìn)行了設(shè)計,從營銷稽查業(yè)務(wù)模式和營銷稽查業(yè)務(wù)系統(tǒng)兩方面對供電企業(yè)營銷稽查體系進(jìn)行優(yōu)化和建設(shè)。首先在營銷稽查業(yè)務(wù)模式方面,建立了預(yù)警防控、業(yè)務(wù)稽查、質(zhì)量評價三個體系,提出配套的組織體系。其次提出了營銷稽查業(yè)務(wù)系統(tǒng)的優(yōu)化方案,包括系統(tǒng)總體框架、設(shè)計思路,以及系統(tǒng)建設(shè)的關(guān)鍵技術(shù)。然后結(jié)合SX供電企業(yè)實際工作案例,介紹了供電企業(yè)營銷稽查體系工作的具體開展情況,通過實踐證明新型營銷稽查體系切實消除了原營銷稽查的弊端,在供電企業(yè)營銷管理方面取得了很好的管理成效。最后基于層次分析法建立了供電企業(yè)營銷稽查體系綜合評價指標(biāo)體系,基于模糊綜合評價模型對體系的應(yīng)用開展綜合評價,得出供電企業(yè)營銷稽查體系評估結(jié)果為優(yōu)秀。本文提出的供電企業(yè)營銷稽查體系可操作性強(qiáng),應(yīng)用效果好,對實踐具有很強(qiáng)的指導(dǎo)意義。
[Abstract]:The electric power marketing has a wide range of work points and high timeliness, which is easy to occur due to the differences in personnel's professional quality, policy understanding and working attitude of power supply enterprises. Power supply enterprise marketing audit can effectively avoid marketing errors and operating loopholes, which has become an indispensable internal control restraint measures for power supply enterprises. It is an important means to improve the level of business management and economic benefit of enterprises. The existing marketing audit business resources are scattered, the work system is not formed, the audit business is mostly carried out after the audit, and the function of the audit business system is not complete. The lack of necessary technical support for the audit business results in the inefficient inspection of power supply enterprises and the loopholes in marketing management, such as the leakage and impersonation of enterprises. Therefore, it is urgent to establish a set of perfect marketing audit system. After analyzing the current situation and shortcomings of the current marketing audit, this paper designs the requirements of the marketing audit system. This paper optimizes and builds the marketing audit system of power supply enterprises from two aspects: the business model of marketing audit and the business system of marketing audit. Firstly, in the aspect of business model of marketing audit, three systems are established, such as early warning, prevention and control, business audit and quality evaluation. Secondly, the optimization scheme of marketing audit business system is put forward, including the overall framework of the system, the design idea, and the key technology of system construction. Then combining with the actual work case of SX power supply enterprise, the paper puts forward the supporting organization system. This paper introduces the concrete development of marketing audit system in power supply enterprises, and proves through practice that the new marketing audit system has effectively eliminated the disadvantages of the original marketing audit. Finally, the comprehensive evaluation index system of power supply enterprise marketing audit system is established based on AHP, and the application of the system is evaluated based on fuzzy comprehensive evaluation model. It is concluded that the evaluation result of power supply enterprise marketing audit system is excellent. The power supply enterprise marketing audit system proposed in this paper has strong maneuverability and good application effect, which has a strong guiding significance to practice.
【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.61;F274

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