基于客户信用的供电企业营销项目管理研究

发布时间：2018-03-06 08:18

本文选题：项目管理　切入点：市场营销　出处：《华北电力大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着当前我国的电力体制改革不断深入,市场化进程不断推进,国家电力企业不断调整和转变原有的管理模式及经营理念。论文结合国内外最新的项目管理发展现状,对企业项目管理的相关理论进行简单介绍,指出当前的营销管理模式中存在的问题,在市场营销活动中运用项目管理成为了实际工作的要求。论文对项目管理的内涵和特点、结构进行系统阐述,对信用风险管理进行了简单介绍,指出对供电企业客户进行信用等级评价的必要性及意义。基于管理和实施层面提出在市场营销活动中运用项目管理的意义,对项目管理的目标、组织、方法进行深入研究,对市场营销项目管理的实施步骤与关键环节的具体应用进行了阐述。客户是企业的生存基础,客户的信用关系到企业的健康稳定发展,对供电企业客户的信用等级进行评估,并对其信用风险进行有效管理是供电企业所面临的一个重要而迫切的问题。论文通过借鉴国内外关于信用评价方面的研究成果,对用电客户进行了分类,并对用电客户的信用进行评价,建立了工业用电客户的信用评价体系,制定信用评价标准,用层次分析法对客户的信用进行评价。论文结合供电企业的实际情况,分析当前电力企业面临的困难,以广州供电局的实际营销状况为例,进行了信用评价与营销管理的研究。同时,论文指出针对不同等级信用的用电客户,应采取差异化的营销管理,提出相应的管理对策,以确保企业的稳定运行及利益实现。
[Abstract]:With the deepening of China's electric power system reform and the continuous advancement of the market-oriented process, the national power enterprises constantly adjust and change the original management mode and management concept. The paper combines the latest development status of project management at home and abroad. This paper briefly introduces the relevant theories of enterprise project management, points out the problems existing in the current marketing management mode, and applies project management in marketing activities to become the requirement of practical work. In this paper, the connotation, characteristics and structure of project management are systematically described, and the credit risk management is briefly introduced. This paper points out the necessity and significance of evaluating the credit rating of customers in power supply enterprises. Based on the management and implementation, the significance of applying project management in marketing activities is put forward, and the objectives, organization and methods of project management are studied deeply. This paper expounds the implementation steps of marketing project management and the concrete application of key links. Customer is the survival basis of the enterprise, the customer's credit is related to the healthy and stable development of the enterprise, and the credit grade of the power supply enterprise's customer is evaluated. It is an important and urgent problem for power supply enterprises to manage their credit risk effectively. The credit evaluation system of industrial customers is established, the credit evaluation standard is established, and the credit of customers is evaluated by analytic hierarchy process (AHP). Based on the analysis of the current difficulties faced by electric power enterprises, taking the actual marketing situation of Guangzhou Power supply Bureau as an example, the credit evaluation and marketing management are studied. The differential marketing management should be adopted and the corresponding management countermeasures should be put forward in order to ensure the stable operation of the enterprise and the realization of its benefits.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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