基于CRM的供电企业营销业务管理系统优化研究
发布时间：2018-08-07 11:46
【摘要】：近些年,电力市场的改革不断深化,从最初的“厂网分离”、“竞价上网”到最近呼声较高的新一轮电改方案“开放售电段,引入民营资本”,可以预见电力行业打破垄断格局,引入市场竞争已经成为必然趋势,这使得电力企业的竞争压力逐渐加剧,供电企业必须由任务型企业向服务型企业全面转型。服务型企业要求建立灵活的营销体系、完整的服务链,形成快速的市场反应机制,适应市场和客户需求的变化,提高工作效率,从统一模式的服务转向一对一的个性化服务。如何在电力营销管理过程中体现以客户为中心的管理理念,如何进行全方位的围绕客户的需求侧管理,建立互动的客户关系,进行趋势性、前瞻性分析,提高需求预测的正确性以及决策支持的有效性,达到企业与客户的双赢,是供电企业面临的新课题。 因此,本文把国家电网公司广泛应用的“SG186”营销业务管理系统作为研究对象,以先进的管理理论为指导,结合供电企业业务实践,提出系统改进方案,构建优化模型,以期对国家电网公司和其他公司供电企业进一步推进营销信息化建设,成功实现企业转型提供借鉴。 论文首先研究了在企业营销管理方面较为成功的客户关系管理(CRM)理论,CRM是一种以客户为中心的经营策论,非常符合供电企业服务型企业的定位。接着,研究了实施CRM必须的业务流程再造(BPR)理论,应用BPR的主要方法,可以实现对现有系统的优化改进。在理论研究的基础上,论文紧密结合供电企业营销业务实践,详细阐述了供电企业营销业务管理系统的优化方案。论文设计了以客户数据为中心的专业模块重组方案,提出了基于时间轴的数据管理方法,实现了海量客户数据的有效管理。通过建立计费方案规则库,对营业业务和抄核收业务流程进行了优化,大幅提高了核心业务流程的执行效率。论文提出采用集成化的步骤业务子项管理营业流程,减轻了系统负担,同时增加了系统灵活性和可扩展性。论文初步设计了智能查询模块和客户价值评估体系的建设方案,弥补了原有系统在基础管理和客户细分方面的不足。最后,论文从业务应用层面、客户沟通层面和分析决策层面对系统优化方案进行了实效验证。
[Abstract]:In recent years, the reform of the electric power market has been deepened, from the original "separation of power plants and networks" and "bidding for the Internet" to the new round of electricity reform, "opening up the electricity sale section and introducing private capital", which has recently become a highly popular project. It can be predicted that the electric power industry breaks the monopoly pattern and introduces the market competition, which makes the competition pressure of the electric power enterprises intensify gradually, and the power supply enterprises must transform from the task-based enterprises to the service-oriented enterprises in an all-round way. Service enterprises need to establish a flexible marketing system, complete service chain, form a rapid market response mechanism, adapt to the changes of market and customer demand, improve work efficiency, and change from unified service to one-to-one personalized service. How to embody the customer-centered management concept in the process of electric power marketing management, how to carry on the omni-directional management around the customer's demand side, how to establish the interactive customer relationship, carry on the tendency, the forward-looking analysis, It is a new task for power supply enterprises to improve the correctness of demand prediction and the effectiveness of decision support to achieve a win-win situation between enterprises and customers. Therefore, this paper takes "SG186" marketing business management system, which is widely used by State Grid Company, as the research object, taking the advanced management theory as the guidance, combining with the business practice of power supply enterprise, puts forward the system improvement plan, constructs the optimization model. In order to further promote the construction of marketing informatization and successfully realize the transformation of enterprises, the State Grid Company and other power supply companies can use for reference. This paper first studies the theory of customer relationship management (CRM) which is successful in marketing management. It is a kind of customer-centered management policy theory, which accords with the position of power supply enterprise. Then, the theory of Business process Reengineering (BPR) (BPR) which is necessary to implement CRM is studied, and the main methods of BPR are applied to realize the optimization and improvement of the existing system. On the basis of theoretical research, the paper expatiates the optimization scheme of marketing business management system of power supply enterprise in close combination with the marketing business practice of power supply enterprise. This paper designs a professional module reorganization scheme with customer data as the center, and puts forward a data management method based on time axis, which realizes the effective management of massive customer data. By establishing the rule base of charging scheme, the business and checking business processes are optimized, and the execution efficiency of the core business process is greatly improved. In this paper, an integrated step business sub-item management is proposed to reduce the system burden and increase the flexibility and expansibility of the system. The paper has designed the intelligent inquiry module and the customer value appraisal system construction plan, has made up the original system in the foundation management and the customer subdivision aspect insufficiency. Finally, the thesis verifies the system optimization scheme from the aspects of business application, customer communication and analysis decision.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP315
本文编号：2169927
[Abstract]:In recent years, the reform of the electric power market has been deepened, from the original "separation of power plants and networks" and "bidding for the Internet" to the new round of electricity reform, "opening up the electricity sale section and introducing private capital", which has recently become a highly popular project. It can be predicted that the electric power industry breaks the monopoly pattern and introduces the market competition, which makes the competition pressure of the electric power enterprises intensify gradually, and the power supply enterprises must transform from the task-based enterprises to the service-oriented enterprises in an all-round way. Service enterprises need to establish a flexible marketing system, complete service chain, form a rapid market response mechanism, adapt to the changes of market and customer demand, improve work efficiency, and change from unified service to one-to-one personalized service. How to embody the customer-centered management concept in the process of electric power marketing management, how to carry on the omni-directional management around the customer's demand side, how to establish the interactive customer relationship, carry on the tendency, the forward-looking analysis, It is a new task for power supply enterprises to improve the correctness of demand prediction and the effectiveness of decision support to achieve a win-win situation between enterprises and customers. Therefore, this paper takes "SG186" marketing business management system, which is widely used by State Grid Company, as the research object, taking the advanced management theory as the guidance, combining with the business practice of power supply enterprise, puts forward the system improvement plan, constructs the optimization model. In order to further promote the construction of marketing informatization and successfully realize the transformation of enterprises, the State Grid Company and other power supply companies can use for reference. This paper first studies the theory of customer relationship management (CRM) which is successful in marketing management. It is a kind of customer-centered management policy theory, which accords with the position of power supply enterprise. Then, the theory of Business process Reengineering (BPR) (BPR) which is necessary to implement CRM is studied, and the main methods of BPR are applied to realize the optimization and improvement of the existing system. On the basis of theoretical research, the paper expatiates the optimization scheme of marketing business management system of power supply enterprise in close combination with the marketing business practice of power supply enterprise. This paper designs a professional module reorganization scheme with customer data as the center, and puts forward a data management method based on time axis, which realizes the effective management of massive customer data. By establishing the rule base of charging scheme, the business and checking business processes are optimized, and the execution efficiency of the core business process is greatly improved. In this paper, an integrated step business sub-item management is proposed to reduce the system burden and increase the flexibility and expansibility of the system. The paper has designed the intelligent inquiry module and the customer value appraisal system construction plan, has made up the original system in the foundation management and the customer subdivision aspect insufficiency. Finally, the thesis verifies the system optimization scheme from the aspects of business application, customer communication and analysis decision.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP315
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