本文選題：GZ供電局 + 客戶關(guān)系管理��； 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：隨著電力體制改革的深入和市場(chǎng)化程度的加深,供電行業(yè)的壟斷格局逐步被打破,越來越多的民營(yíng)社會(huì)資本進(jìn)入電力的銷售端,日益激勵(lì)的市場(chǎng)競(jìng)爭(zhēng)已經(jīng)迫使供電企業(yè)從之前傳統(tǒng)的"以產(chǎn)品為中心”過渡到"以客戶為中心"�？蛻絷P(guān)系管理(CRM)已經(jīng)成為供電企業(yè)管理中關(guān)鍵的管理理念,它將企業(yè)的人力資源、業(yè)務(wù)流程及信息技術(shù)等資源有效整合,使企業(yè)能夠利用客戶關(guān)系管理來挖掘用電客戶的價(jià)值、維護(hù)現(xiàn)有客戶資源、開發(fā)潛力市場(chǎng)和提高企業(yè)核心競(jìng)爭(zhēng)力,最終達(dá)到增加企業(yè)盈利能力的目標(biāo)。本文以GZ供電局為研究對(duì)象,從客戶關(guān)系管理的內(nèi)涵和本源出發(fā),首先介紹了選題的背景、意義、研究方法和相關(guān)文獻(xiàn)綜述,并對(duì)GZ供電局的內(nèi)部及外部環(huán)境進(jìn)行綜合分析。其次,介紹了 GZ供電局的客戶關(guān)系管理現(xiàn)狀,通過實(shí)地的調(diào)研和對(duì)員工及客戶的問卷調(diào)查,對(duì)公司客戶關(guān)系管理進(jìn)行評(píng)價(jià)總結(jié),從客戶識(shí)別、服務(wù)體驗(yàn)和信息支撐這三大緯度全方位地衡量了 GZ供電局客戶關(guān)系管理水平。在研究中發(fā)現(xiàn)GZ供電局在客戶關(guān)系管理方面存在的問題主要體現(xiàn)在:缺乏客戶差異化管理、對(duì)客戶指標(biāo)缺少深度的分析和預(yù)測(cè)、大客戶的關(guān)注度不足、供電業(yè)務(wù)制度落實(shí)有限和信息化系統(tǒng)關(guān)鍵功能模塊缺失、聯(lián)動(dòng)性較差。針對(duì)這些問題的原因分析主要是公司內(nèi)部尚未樹立"以客戶為中心"的客戶服務(wù)意識(shí)、客戶關(guān)系管理的理論指導(dǎo)不足、缺乏規(guī)范的客戶關(guān)系管理流程標(biāo)準(zhǔn)和業(yè)務(wù)模型和服務(wù)人員的能力有限。最后,本文重新梳理了客戶關(guān)系管理優(yōu)化的總體思路,提出從制定差異化服務(wù)策略、建立大客戶一站式服務(wù)和電子服務(wù)平臺(tái)、搭建客戶信息集成共享平臺(tái)、重塑客戶信息數(shù)據(jù)結(jié)構(gòu)體系、完善CRM系統(tǒng)功能模塊這五個(gè)角度進(jìn)行客戶關(guān)系管理系統(tǒng)的改進(jìn),并從企業(yè)文化、組織架構(gòu)、績(jī)效考核、業(yè)務(wù)流程和人員培訓(xùn)這五個(gè)方面進(jìn)行制度性保障措施設(shè)定,力求全方面建立起"以客戶為中心"的客戶關(guān)系管理系統(tǒng)。論文在研究和撰寫的過程中主要運(yùn)用了理論聯(lián)系實(shí)踐的研究方法,對(duì)GZ供電局客戶關(guān)系管理進(jìn)行深入分析研究,提出了符合供電局實(shí)際情況的客戶關(guān)系管理總體優(yōu)化思路和策略方案,具有一定的理論深度和實(shí)踐指導(dǎo)意義,對(duì)于同行業(yè)的供電企業(yè)客戶關(guān)系管理工作也有一定的參考和借鑒意義。
[Abstract]:With the deepening of the reform of the power system and the deepening of the market level, the monopoly pattern of the power supply industry is gradually broken, and more and more private social capital enters the sales end of the electric power. The increasingly incentive market competition has forced the power supply enterprises to transition from the traditional "product centered" to "customer centered". CRM has become the key management concept in the management of power supply enterprises. It integrates the resources of human resources, business process and information technology effectively, so that enterprises can use customer relationship management to excavate the value of electricity customers, maintain the existing customer resources, develop potential market and improve the core competitiveness of enterprises, and finally achieve the increase of the enterprise's core competitiveness. Based on the connotation and origin of customer relationship management, this paper first introduces the background, significance, research methods and literature review of GZ Power Supply Bureau, and analyzes the internal and external environment of GZ Power Supply Bureau. Secondly, it introduces the customer relationship management of GZ Power Supply Bureau. From the three major latitudes of customer identification, service experience and information support, the customer relationship management level of GZ power supply bureau is measured in all directions through field investigation and questionnaire survey of employees and customers, and the main problems in customer relationship management of GZ power supply bureau are found in the study. It should be embodied in the following aspects: lack of customer differentiation management, lack of depth analysis and prediction of customer index, lack of attention of large customers, limited implementation of power supply business system and lack of key functional modules of information system and poor linkage. The main reason for these problems is that the customer has not set up customer centered customers in the company. Service consciousness, the theoretical guidance of customer relationship management is insufficient, the standard customer relationship management process standard and business model and service personnel's ability are limited. Finally, this paper recombs the overall idea of the optimization of customer relationship management, and proposes to establish the strategy of differential service and establish the one-stop service and the electronic service of large customers. Platform, building up customer information integration sharing platform, reshaping customer information data structure system, improving CRM system function module to improve the customer relationship management system, and set up institutional guarantee measures from the five aspects of enterprise culture, organizational structure, performance assessment, business process and personnel training, and strive to build all aspects of the system. In the process of research and writing, the thesis mainly uses the research method of theoretical contact and practice, analyzes the customer relationship management of GZ Power Supply Bureau, and puts forward the overall optimization thinking and strategy plan which meets the actual situation of the power supply bureau. The theoretical depth and practical guiding significance will also provide some reference and reference for the customer relationship management of power supply enterprises in the same industry.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.61

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 柯潔s，

本文編號(hào)：1959305