本文選題：國網(wǎng)新鄉(xiāng)供電公司 + 服務(wù)營銷　； 參考：《鄭州大學(xué)》2015年碩士論文

【摘要】：作為國家重大改革措施之一的電力體制改革,隨著時(shí)間的推移不斷進(jìn)行深化,電力市場化的進(jìn)程不斷加快。每一次改革是機(jī)遇,也是挑戰(zhàn)。對于供電企業(yè)來說,如何實(shí)現(xiàn)自我突破,是這場改革中必須要面對的問題。市場化意味著競爭,對于幾乎沒有面對過競爭的國網(wǎng)新鄉(xiāng)供電公司來說,提前備戰(zhàn),準(zhǔn)確抓住機(jī)遇,迅速實(shí)施到位,是能夠讓其在電力體制改革完成后提前完成搶占市場的保證。隨著社會的不斷發(fā)展,人們對于壟斷國企部門不再抱有畏懼心理,對于服務(wù)的要求越來越高。而同時(shí)國企也為了自我轉(zhuǎn)型,不斷加強(qiáng)自我監(jiān)督,積極轉(zhuǎn)變思想觀念。雖然國網(wǎng)新鄉(xiāng)供電公司一直以來堅(jiān)持轉(zhuǎn)變企業(yè)的營銷模式,不斷加強(qiáng)服務(wù)營銷在營銷工作中的重要性,但是觀念的轉(zhuǎn)變,體制的改變并不會那么順利,那么迅速,特別是在沒有先進(jìn)的服務(wù)營銷策略的指導(dǎo)下。本文研究的主要目的是為了對國網(wǎng)新鄉(xiāng)供電公司進(jìn)行服務(wù)營銷策略優(yōu)化,以達(dá)到更有針對性提供更好、更優(yōu)質(zhì)的服務(wù),提高公司的競爭力。文章首先從公司概況、服務(wù)營銷環(huán)境的介紹,通過SWOT分析法比較分析處于當(dāng)前環(huán)境中的國網(wǎng)新鄉(xiāng)供電公司主要優(yōu)劣勢及機(jī)會和威脅。然后從國網(wǎng)新鄉(xiāng)供電公司實(shí)際電力營銷工作實(shí)踐情況開始,結(jié)合問卷調(diào)查中體現(xiàn)出的供電可靠性、停電時(shí)間、個(gè)性化服務(wù)、搶修時(shí)效性、服務(wù)渠道種類、促銷力度、人員態(tài)度、服務(wù)時(shí)間、服務(wù)環(huán)境等項(xiàng)目得分偏低,分析國網(wǎng)新鄉(xiāng)供電公司服務(wù)營銷存在的問題,主要包括產(chǎn)品質(zhì)量不達(dá)標(biāo),電價(jià)政策執(zhí)行力度差,服務(wù)流程流轉(zhuǎn)不暢,促銷效果不佳,服務(wù)人員積極性不高,以及服務(wù)環(huán)境不令人滿意等問題。結(jié)合文獻(xiàn)分析法,通過搜集整理各個(gè)渠道獲取到的知識和理論進(jìn)行綜合分析,總結(jié)出出現(xiàn)問題的主要原因是因?yàn)殡娋W(wǎng)建設(shè)基礎(chǔ)差,服務(wù)流程體系建設(shè)不完善,未主動推行電價(jià)政策執(zhí)行,缺乏有效促銷手段,未樹立服務(wù)營銷觀念,員工管理方式落后,營業(yè)廳建設(shè)缺乏個(gè)性等方面。在此基礎(chǔ)上,結(jié)合服務(wù)營銷理論,提出了能夠解決這些問題的策略優(yōu)化方案包括提高用戶側(cè)電能質(zhì)量,強(qiáng)化電價(jià)管理,改進(jìn)促銷方式,優(yōu)化過程管理,改進(jìn)員工管理模式等。這些策略優(yōu)化方案以工作實(shí)踐經(jīng)驗(yàn)為基礎(chǔ),結(jié)合相關(guān)理論知識,希望能夠在提升國網(wǎng)新鄉(xiāng)供電公司的服務(wù)水平奉獻(xiàn)一些力量,而且希望能夠?yàn)槠渌╇娖髽I(yè)在提升服務(wù)水平時(shí)提供一些參考價(jià)值。
[Abstract]:As one of the important national reform measures, the reform of electric power system has been deepened with the passage of time, and the process of electricity marketization has been accelerated.Every reform is an opportunity as well as a challenge.For power supply enterprises, how to achieve self-breakthrough is a problem that must be faced in this reform.Marketization means competition. For the Xinxiang Power supply Company, which has hardly ever faced competition, it is necessary to prepare ahead of time, seize the opportunity accurately, and implement it quickly.It is able to complete the power system reform ahead of time to seize the market guarantee.With the development of society, people are no longer afraid of monopolized state-owned enterprises and require more and more services.At the same time, the state-owned enterprises to self-transformation, constantly strengthen self-supervision, actively change ideas.Although the State Network Xinxiang Power supply Company has always insisted on changing the marketing model of enterprises and constantly strengthening the importance of service marketing in the marketing work, the change of concept and the change of system will not be so smooth and rapid.Especially under the guidance of no advanced service marketing strategy.The main purpose of this paper is to optimize the service marketing strategy of Xinxiang Power supply Company in order to provide better and better service and improve the competitiveness of the company.This paper firstly introduces the general situation of the company, the service marketing environment, and analyzes the main advantages and disadvantages, opportunities and threats of Xinxiang Power supply Company in the current environment through SWOT analysis.Then, starting from the actual power marketing practice of Xinxiang Power supply Company of National Network, combining the reliability of power supply, the time of power outage, the individualized service, the timeliness of repair, the type of service channel, the intensity of promotion, and the attitude of the personnel reflected in the questionnaire,The enthusiasm of service personnel is not high, and service environment is not satisfactory and so on.Combined with the literature analysis method, through the comprehensive analysis of the knowledge and theory obtained from various channels, the main reasons for the problems are concluded that the foundation of power grid construction is poor, and the service flow system construction is not perfect.It does not carry out the electric price policy actively, lacks the effective promotion means, does not set up the service marketing idea, the staff management way is backward, the business hall construction lacks the individuality and so on.On this basis, combined with the theory of service marketing, this paper puts forward the strategy optimization scheme which can solve these problems, including improving the power quality on the user side, strengthening the electricity price management, improving the sales promotion mode, optimizing the process management, improving the employee management mode, and so on.These strategic optimization programs are based on practical work experience, combined with relevant theoretical knowledge, hoping to contribute some strength in improving the service level of Xinxiang Power supply Company.And hope to provide some reference value for other power supply enterprises in improving service level.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.61;F274

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