榆林供电公司客户关系管理研究

发布时间：2018-06-24 03:48

本文选题：供电企业 + 客户关系管理　；参考：《兰州理工大学》2013年硕士论文

【摘要】：随着市场经济远远超越了电力商场经济的快速发展以及电力信息化进程的加快,用电客户对供电企业的市场价值,产品的出售,提升客户价值,开发潜力市场及客户对供电公司的利润增长起着相当重要的作用,因此,供电企业积极创建、维护客户关系,是企业获得竞争优势、提高电力市场占有率及提升企业价值的重要基础。同时,天然气等替代能源发展迅速,已经形成了和电力争夺终端能源市场的格局。这意味着电力企业必须提前意识到电力供需的发展趋势,积极研究应对措施,为企业创造新的利润增长点。本文首先综述了客户关系管理的相关理论与方法,通过对榆林供电公司内外部环境及客户关系管理现状分析,可以归纳出存在的主要问题,针对公司目前的客户关系状况,运用客户细分原理对榆林电力客户结构进行细分,确立如何选定目标客户,赢得客户,保留客户,拓展客户群的方案。针对重要大电力客户,制定出了实行大客户差异化服务策略：针对工业客户制定出了工业客户关系管理让价策略；针对居民客户制定出了智能化推进居民客户关系管理策略；针对潜力客户制定出了挖掘潜力客户关系管理策略。最后阐述了保障客户关系管理的保障措施,包括完善客户关系管理信息系统、建立客户关系管理评价体系。本论文的研究不仅对榆林供电公司的电力市场营销工作有直接的指导作用,对同行业的客户关系管理工作也有一定的参考和借鉴意义。
[Abstract]:With the market economy far beyond the rapid development of electric power market economy and the acceleration of the process of electric power informatization, the market value of electricity customers to power supply enterprises, the sale of products, and the promotion of customer value, The development of potential market and customers play a very important role in the profit growth of power supply companies. Therefore, power supply enterprises actively establish and maintain customer relations, which is the competitive advantage of the enterprises. Improve the electricity market share and enhance the important foundation of enterprise value. At the same time, natural gas and other alternative energy sources are developing rapidly, which has formed a pattern of competing with electricity for the terminal energy market. This means that electric power enterprises must be aware of the development trend of power supply and demand in advance and actively study the countermeasures to create new profit growth points for enterprises. This paper first summarizes the relevant theories and methods of customer relationship management, through the analysis of the internal and external environment of Yulin power supply company and the current situation of customer relationship management, we can sum up the main problems, aiming at the current situation of customer relationship in Yulin Power supply Company. The customer structure of Yulin Electric Power Company is subdivided by the principle of customer segmentation, and the scheme of how to select target customers, win customers, retain customers and expand customer base is established. Aiming at the important large power customers, the strategy of implementing customer differentiation service is worked out: the industrial customer relationship management concession strategy is formulated for industrial customers, and the intelligent strategy for promoting resident customer relationship management is formulated for resident customers. The potential customer relationship management strategy is developed for potential customers. At last, the paper expounds the safeguard measures of customer relationship management, including perfecting customer relationship management information system and establishing customer relationship management evaluation system. The research of this paper not only has the direct instruction function to the electricity marketing work of Yulin Power supply Company, but also has certain reference and reference significance to the customer relationship management work of the same industry.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

【参考文献】