辽宁省电力营销一体化催费平台项目应用效果研究
发布时间：2018-08-07 08:23
【摘要】：随着市场经济的发展,电力行业的不断改革,国家电网公司提出建设“电网坚强、资产优良、服务优质、业绩优秀”现代公司战略目标。并在发展战略中提出努力构建人力资源、财务、物资集约化管理,构建大规划、大建设、大运行、大检修、大营销的“三集五大”发展体系,实现公司发展方式的转变。此外,随着电力体制的改革和市场化进程的不断深入,电企业的工作重点逐渐由生产向服务转变,服务业务流程将围绕客户需求进行重组,企业经营理念也开始变以产品为中心为以客户为中心。电力企业对电力产品的营销越来越重要。目前,电力企业的市场开发不充分、能源竞争激烈,这都给电业局在市场中立足带来了巨大的挑战。这就要求电力企业转变营销观念、改进营销模式、研究营销策略,采用更为有效的营销手段建立适应市场需求的营销模式。辽宁省为了提高电力服务质量,转变电力营销模式,实行电力营销一体化催费平台项目。本文以电力营销一体化催费平台项目为例,对其实际应用效果进行评价分析,从而为营销管理模式的完善和创新提供借鉴。首先,阐述了辽宁省电力营销一体化催费平台项目实施的背景以及其应用效果评价研究的意义,并介绍了国内外关于电力市场营销以及效果评价等领域的研究现状。随后,详细介绍了电力市场营销以及效果评价的相关理论和方法,包括电力市场营销的基本概念和内容,电力抄核收模式及特点,效果评价基本概念、原则、步骤、方法及意义等。接着,在介绍辽宁省电力营销一体化催费平台项目的内容和特点的基础上,根据效果评价指标体系建立的原则和步骤,建立辽宁省电力营销一体化催费平台项目应用效果评价指标体系,包括抄表效果、催费效果以及社会效果三个一级指标和十一个二级指标。紧接着,基于层次分析法和模糊综合评价法建立辽宁省电力营销一体化催费平台项目应用效果评价模型,并详细阐述了建模的过程。本研究的重点是基于AHP-模糊综合评价模型对辽宁省电力营销一体化催费平台项目的应用效果进行综合评价,首先通过层次分析法确定各级指标的权重,其次基于营销模式的实际运行情况对各指标进行分析,最后运用模糊综合评价方法对辽宁省电力营销一体化催费平台项目的应用效果进行综合评价,评价的结果处于“好”的级别。
[Abstract]:With the development of market economy and the continuous reform of electric power industry, the State Grid Company has put forward the strategic goal of constructing modern company with "strong grid, excellent assets, excellent service and excellent performance". In the development strategy, the author puts forward the development system of "three sets and five big" in order to realize the transformation of the development mode of the company by constructing the intensive management of human resources, finance and materials, and constructing the development system of "three sets and five major", which are great planning, construction, operation, overhaul and marketing. In addition, with the reform of the electric power system and the deepening of the market-oriented process, the focus of the power enterprise is gradually changing from production to service, and the service business process will be reorganized around the needs of the customer. Business philosophy also began to change to product-centered for customer-centric. The marketing of electric power products by electric power enterprises is becoming more and more important. At present, the market development of electric power enterprises is not sufficient, and the energy competition is fierce, which brings great challenge to the electric power bureau in the market. This requires the electric power enterprise to change the marketing concept, improve the marketing model, study the marketing strategy, and adopt more effective marketing means to establish the marketing model to meet the market demand. In order to improve the quality of electric power service and change the mode of electric marketing, Liaoning Province implements the project of electric marketing integrated charging platform. This paper takes the project of electric power marketing as an example to evaluate and analyze its practical application effect, thus providing a reference for the perfection and innovation of marketing management mode. First of all, the background of the implementation of Liaoning province electric power marketing integrated charging platform project and the significance of its application effect evaluation research are described, and the current situation of domestic and foreign research on electric power marketing and effect evaluation is introduced. Then, the paper introduces the relevant theories and methods of electric power marketing and effect evaluation, including the basic concept and content of electric power marketing, the mode and characteristics of electric power check and collection, the basic concept, principles and steps of effect evaluation. Methods and significance. Then, on the basis of introducing the content and characteristics of Liaoning province electric power marketing integrated charging platform project, according to the principles and steps of establishing the effect evaluation index system, The evaluation index system of the application effect of Liaoning electric power marketing integrated charging platform project is established, which includes three first-class indexes and eleven second-class indexes, including the effect of meter reading, the effect of pushing fees and the social effect. Then, based on the analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method, the application effect evaluation model of Liaoning electric power marketing integrated charging platform is established, and the process of modeling is described in detail. The focus of this study is to evaluate the application effect of Liaoning electric power marketing integrated charging platform based on AHP- fuzzy comprehensive evaluation model. Firstly, the weight of all levels of indicators is determined by AHP. Secondly, based on the actual operation of the marketing model to analyze the indicators, at last, the fuzzy comprehensive evaluation method is used to evaluate the application effect of Liaoning electric power marketing integrated charging platform project. The results of the evaluation are at a "good" level.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.61;F274
[Abstract]:With the development of market economy and the continuous reform of electric power industry, the State Grid Company has put forward the strategic goal of constructing modern company with "strong grid, excellent assets, excellent service and excellent performance". In the development strategy, the author puts forward the development system of "three sets and five big" in order to realize the transformation of the development mode of the company by constructing the intensive management of human resources, finance and materials, and constructing the development system of "three sets and five major", which are great planning, construction, operation, overhaul and marketing. In addition, with the reform of the electric power system and the deepening of the market-oriented process, the focus of the power enterprise is gradually changing from production to service, and the service business process will be reorganized around the needs of the customer. Business philosophy also began to change to product-centered for customer-centric. The marketing of electric power products by electric power enterprises is becoming more and more important. At present, the market development of electric power enterprises is not sufficient, and the energy competition is fierce, which brings great challenge to the electric power bureau in the market. This requires the electric power enterprise to change the marketing concept, improve the marketing model, study the marketing strategy, and adopt more effective marketing means to establish the marketing model to meet the market demand. In order to improve the quality of electric power service and change the mode of electric marketing, Liaoning Province implements the project of electric marketing integrated charging platform. This paper takes the project of electric power marketing as an example to evaluate and analyze its practical application effect, thus providing a reference for the perfection and innovation of marketing management mode. First of all, the background of the implementation of Liaoning province electric power marketing integrated charging platform project and the significance of its application effect evaluation research are described, and the current situation of domestic and foreign research on electric power marketing and effect evaluation is introduced. Then, the paper introduces the relevant theories and methods of electric power marketing and effect evaluation, including the basic concept and content of electric power marketing, the mode and characteristics of electric power check and collection, the basic concept, principles and steps of effect evaluation. Methods and significance. Then, on the basis of introducing the content and characteristics of Liaoning province electric power marketing integrated charging platform project, according to the principles and steps of establishing the effect evaluation index system, The evaluation index system of the application effect of Liaoning electric power marketing integrated charging platform project is established, which includes three first-class indexes and eleven second-class indexes, including the effect of meter reading, the effect of pushing fees and the social effect. Then, based on the analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method, the application effect evaluation model of Liaoning electric power marketing integrated charging platform is established, and the process of modeling is described in detail. The focus of this study is to evaluate the application effect of Liaoning electric power marketing integrated charging platform based on AHP- fuzzy comprehensive evaluation model. Firstly, the weight of all levels of indicators is determined by AHP. Secondly, based on the actual operation of the marketing model to analyze the indicators, at last, the fuzzy comprehensive evaluation method is used to evaluate the application effect of Liaoning electric power marketing integrated charging platform project. The results of the evaluation are at a "good" level.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.61;F274
【参考文献】
相关期刊论文 前10条
1 黄海棠;;电力市场营销中电力营销及电力优质服务的作用[J];黑龙江科技信息;2016年04期
2 陈莉;张红;;电力市场营销分析与研究[J];今日科苑;2015年11期
3 陈春燕;;基于客户满意度的电力营销综合评价指标体系研究[J];科技视界;2015年10期
4 穆永铮;鲁宗相;乔颖;王阳;黄瀚;周勤勇;韩家辉;;基于多算子层次分析模糊评价的电网安全与效益综合评价指标体系[J];电网技术;2015年01期
5 盛紫焱;韩阳;;基于AHP-模糊综合法的电力营销目标市场选择[J];中国高新技术企业;2014年33期
6 霍星;史海滨;杨松益;李泽鸣;龚雪文;杨晓;;基于层次分析-蚁群算法的内蒙古大型灌区节水改造综合评价[J];农业工程学报;2014年17期
7 周丹妮;梁颖;文小兰;张艳馥;;电力营销稽查考核评价指标体系的构建探究[J];特区经济;2014年07期
8 付婷婷;;电费信用风险管理绩效评价研究[J];中国高新技术企业;2014年16期
9 王宪萍;;供电企业电费抄核收管理的相关思考[J];经营管理者;2013年25期
10 王宁;;供电企业电费抄核收的管理创新探析[J];河南科技;2013年20期
相关会议论文 前1条
1 李春霞;张化东;;论电力市场营销存在问题及应对措施[A];第二届世纪之星创新教育论坛论文集[C];2015年
相关硕士学位论文 前3条
1 张s，
本文编号：2169451
本文链接：https://www.wllwen.com/gongshangguanlilunwen/2169451.html
