电力增值服务营销审计评价指标体系与方法研究

发布时间：2018-05-25 00:09

本文选题：电力企业 + 增值服务　；参考：《华北电力大学(北京)》2017年硕士论文

【摘要】：电力行业是国民经济发展的基础,随着我国电力体制改革的深入,电力企业在发展增值服务营销面临的各种矛盾问题也愈来愈凸显,因此加强对电力增值服务营销审计的评价指标体系和方法研究,对企业的发展规划和内部监督作用至关重要。本文主要研究基于增值服务电力企业营销审计评价指标体系和方法研究工作。全文介绍了研究背景及其意义、国内外研究动态、课题研究内容、研究方案及难点和可能的创新点。分析了营销审计和增值型内部审计的内涵界定及其相关理论。其中营销审计理论涉及到系统理论、产权理论、委托—代理理论、价值链理论、行为经济学理论;而增值型内部审计理论涉及到受托责任理论,公司治理理论、风险管理理论。电力企业营销审计概述,分析电力企业服务,特别是增值服务的介绍;电力企业的营销风险分析,包括微观市场风险和营销战略及策略风险分析;电力企业增值服务进行营销审计的目的分析;以及通过从横向的营销审计内容着手,把增值服务营销审计内容分为营销环境审计、营销战略审计、营销组织审计、营销系统审计、营销功能审计、营销效益审计,结合电力企业增值服务产品特点具体分析6大审计内容,为下文增值服务的营销审计指标体系和方法研究等分析奠定基础。电力企业的营销审计工作,基于前文电力企业增值服务营销审计内容,引用国电电力公司为例,采用平衡记分卡和关联度分析评审方法详细剖析电力企业基于增值服务的营销效益审计分析,并对营销审计内容改善电力企业增值服务营销管理的实证进行研究。在实证方法中采用逐步回归分析法,选择前文分析的营销审计内容包括营销环境、营销战略、营销组织、营销系统、营销功能、营销绩效6方面构造自变量,选择营销审计管理效果为因变量。通过实证分析影响营销审计管理效果的影响因素,并从中提出改善意见。
[Abstract]:The electric power industry is the foundation of the national economic development. With the deepening of the reform of the electric power system in our country, the various contradictions faced by the electric power enterprises in developing value-added service marketing are becoming more and more prominent. Therefore, it is very important to strengthen the research on the evaluation index system and method of power value-added service marketing audit for the development planning and internal supervision of enterprises. This paper mainly studies the evaluation index system and method of power enterprise marketing audit based on value-added service. This paper introduces the research background and its significance, the research trends at home and abroad, the research contents, the research scheme, the difficulties and possible innovations. The connotation and theory of marketing audit and value-added internal audit are analyzed. The marketing audit theory involves the system theory, the property right theory, the principal-agent theory, the value chain theory, the behavioral economics theory, while the value-added internal audit theory involves the fiduciary responsibility theory, the corporate governance theory, the risk management theory. Summary of electric power enterprise marketing audit, analysis of power enterprise service, especially the introduction of value-added service, marketing risk analysis of electric power enterprise, including micro market risk, marketing strategy and strategy risk analysis; The purpose of marketing audit of value-added service in electric power enterprise is analyzed, and the content of marketing audit of value-added service is divided into marketing environment audit, marketing strategy audit, marketing organization audit by starting from horizontal marketing audit content. Marketing system audit, marketing function audit, marketing benefit audit, combined with the characteristics of value-added service products of electric power enterprises, the six audit contents are analyzed concretely, which lays a foundation for the analysis of marketing audit index system and method of value-added service below. The marketing audit work of electric power enterprises, based on the previous contents of value-added service marketing audit in electric power enterprises, cited as an example, By using balanced Scorecard and correlation degree analysis method, this paper analyzes the marketing benefit audit analysis of electric power enterprises based on value-added service in detail, and makes an empirical study on the content of marketing audit to improve the marketing management of value-added service in electric power enterprises. In the empirical method, we adopt stepwise regression analysis, select the marketing audit contents of the previous analysis, including marketing environment, marketing strategy, marketing organization, marketing system, marketing function, marketing performance six aspects to construct independent variables, which include: marketing environment, marketing strategy, marketing organization, marketing system, marketing function and marketing performance. Select marketing audit management effect as dependent variable. Through the empirical analysis of the impact of marketing audit management factors, and put forward suggestions for improvement.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.61;F274;F239.4

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