对S供电局客户关系管理的研究

发布时间：2018-05-11 12:41

本文选题：客户关系管理 + 客户价值　；参考：《华南理工大学》2013年硕士论文

【摘要】：在国际上，电力的营销几乎都是由该国极个别大型企业控制的。这种自然垄断的格局，使供电企业长期以来很少存在留住客户和新增客户的问题，但同时也使得供电企业与客户间关系逐渐淡化，客户降低了对供电企业的亲密程度，也降低了对供电服务的投入热情。虽然客户关系管理对于供电企业不具备明显的盈利性特征，但随着供电企业服务意识的逐步重视，以及社会对垄断企业要求的不断提高，，供电企业开始愈加重视提升客户关系。客户关系管理成为供电企业经营发展的潜在需求，也是其彰显社会责任的客观需要。本文从中国供电企业总体现状引入，以S供电局为中国供电企业的一个缩影，从客户关系管理理论本源出发，结合针对S地区为期三个月的大客户走访数据与该区域电力供需历史数据资料分析，尝试运用与演化当代成熟的营销管理工具，原创性设计了客户识别、服务（产品和渠道）体验、信息支撑，三个用以衡量供电企业客户关系管理水平的维度，并以此研究探讨S供电局的客户关系管理水平提升策略。针对三个维度，本文一共设计了包括价值导向的客户分群，客户体验导向的服务产品提升，客户信息字典设计等三大全新模型。在服务产品提升模型中，本文还设计了电力产品的客户体验维度，填补了行业相关空白。三套模型不仅停留在理念层级，更结合S供电局真实数据进行演算推导并得到了验证预期，从而使其本身成为了行业稀缺的为供电企业度身定制的理论（方法论）依据，以求更切实有效地服务供电企业客户关系管理的持续改进。
[Abstract]:Internationally, the marketing of electricity is almost always controlled by the country's few large companies. This natural monopoly pattern makes the power supply enterprises rarely have the problem of retaining customers and adding new customers for a long time, but at the same time, it also makes the relationship between the power supply enterprises and customers gradually desalinate, and the customers reduce the intimate degree to the power supply enterprises. It also reduces enthusiasm for power supply services. Although customer relationship management (CRM) has no obvious profitability for power supply enterprises, with the gradual attention of service consciousness of power supply enterprises and the increasing demands of the society, the power supply enterprises begin to pay more attention to the promotion of customer relations. Customer relationship management (CRM) has become the potential demand of power supply enterprises, and it is also the objective need to highlight social responsibility. This paper introduces the general situation of Chinese power supply enterprises, takes S power supply bureau as a miniature of Chinese power supply enterprises, and proceeds from the origin of customer relationship management theory. Based on the analysis of the three month visit data of large customers in S area and the historical data of power supply and demand in this area, this paper tries to apply and evolve the mature marketing management tools, and designs the original customer identification. Service (product and channel) experience, information support, three dimensions used to measure the level of customer relationship management in power supply enterprises. In view of the three dimensions, this paper designs three new models, including value-oriented customer clustering, customer-experience-oriented service product upgrading, customer information dictionary design, and so on. In the service product promotion model, this paper also designs the customer experience dimension of electric power products, which fills the gap of industry. The three sets of models not only stay at the level of concept, but also combine with the real data of S power supply bureau to derive the calculus and obtain the verification expectation, which makes it become the theory (methodology) basis for the power supply enterprise to customize. In order to more practical and effective service for the continuous improvement of customer relationship management in power supply enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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