供电公司营销标准化管理绩效评价研究

发布时间：2018-03-10 12:16

本文选题：供电公司　切入点：营销标准化　出处：《华北电力大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,供电公司营销标准化建设蓬勃发展，并且取得了相当不错的成绩。然而，目前在供电公司营销标准化管理绩效评价研究方面却存在着空白，导致管理者无法发现营销标准化中存在的薄弱环节等问题。因此，对供电公司营销标准化管理绩效进行评价十分必要而且重要。开展供电公司营销标准化管理绩效评价有助于依据供电公司营销标准化实际建立一套普遍适用的评价指标体系和评价模型，进而针对评价结果暴露出的营销标准化中的不足进行改进，完善营销标准化管理工作；同时，实现供电公司营销标准化的可控、在控和能控，，督促供电公司进一步提高营销服务质量，实现公司效益最大化。首先，本文通过研究分析供电公司营销标准化的特点，结合实际，从直接效果和间接效果两个方面建立了一套评价指标体系。其中，直接效果指标涵盖了营销标准化运作效率提高效果和营销标准化服务质量提高效果两个方面，间接效果指标包括营销标准化财务效果和公司成长性指标两个方面。其次，在此基础上，本文构建了基于层次分析法和模糊综合评价法的评价模型：应用层次分析法确定指标权重；针对定量指标，基于前后对比的原则建立了隶属度函数来确定单因素评价矩阵；针对定性指标，结合专家评判和模糊统计的方法确定单因素评价矩阵；将指标权重与单因素评价矩阵进行模糊综合，得出四个一级指标的评价效果和总体评价效果。再次，以BD供电公司为例，验证了指标体系及评价模型的合理性、可行性和科学性。最后，本文指明了供电公司营销标准化的发展方向，并对其今后的发展做了展望。
[Abstract]:In recent years, the construction of marketing standardization in power supply companies has developed vigorously, and has made quite good achievements. However, there is a gap in the research of performance evaluation of marketing standardization management in power supply companies. As a result, managers are unable to find weak links in marketing standardization. It is necessary and important to evaluate the performance of marketing standardization management of power supply company. Price index system and evaluation model, Then, aiming at the shortcomings of marketing standardization exposed by the evaluation results, the management of marketing standardization is improved, and the controllable, in-control and controllable marketing standardization of power supply companies is realized at the same time. Urge the power supply company to further improve the quality of marketing services, to maximize the benefits of the company. First of all, through the research and analysis of the characteristics of marketing standardization in power supply company, combining with the practice, this paper establishes a set of evaluation index system from two aspects of direct effect and indirect effect. The direct effect index includes two aspects: marketing standardization operation efficiency improvement effect and marketing standardization service quality improvement effect. Indirect effect index includes marketing standardized financial effect and company growth index. Secondly, On this basis, this paper constructs an evaluation model based on AHP and fuzzy comprehensive evaluation. Based on the principle of comparison before and after, the membership degree function is established to determine the single factor evaluation matrix, and the single factor evaluation matrix is determined according to the qualitative index and the method of expert evaluation and fuzzy statistics. By fuzzy synthesis of index weight and single factor evaluation matrix, the evaluation effect and overall evaluation effect of four primary indexes are obtained. Thirdly, taking BD power supply company as an example, the rationality of index system and evaluation model is verified. Finally, this paper points out the development direction of marketing standardization of power supply company, and looks forward to its future development.
【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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