S供电企业服务营销诊断及改进措施研究

发布时间：2018-05-06 04:26

本文选题：供电企业 + 服务营销　；参考：《华南理工大学》2013年硕士论文

【摘要】：电力是关系国计民生的基础产业，随着社会的发展和进步，人们对供电服务的要求越来越高，“电老虎”的垄断企业形象已不再适应电力企业的发展。S供电企业地处沿海城市，致力于成为“卓越的国际先进城市电网运营商”，为S市经济社会发展提供一流的供电服务和供电环境。经过几年与国际先进电力企业对标改进，S供电企业服务水平已有了明显的提高，但离客户的需求、上级部门的要求还存在一定的差距，找出现行营销服务体系存在问题并改正已成为摆在S供电企业营销人员面前亟待解决的问题。本文采用文献研究法，了解服务营销的发展历程和现状；通过分析S供电企业的宏观发展环境，明确营销服务的方向；通过对比国际先进电力企业在服务营销上的成功经验，找出S供电企业与先进电力企业存在的差距；采用问卷调查和数据统计方法，找出影响、制约S供电企业服务水平的问题所在：客户需求把握不准、渠道服务能力有待加强、服务人员服务意识不强、专业素养不高、客户问题不能及时持续改进等。在此基础上结合服务营销理论，提出有针对性的解决措施：深入把握客户需求；整合优化服务渠道；建立电价调整机制；强化电力促销工作；提升服务人员的专业素养；加强服务过程管理等。本文作者从事S供电企业的服务营销工作，，提出的建议以S供电局实际情况为基础，希望能够为提升S供电企业的服务水平做出一点贡献，并为其他供电企业的营销服务提升提供有价值的参考。
[Abstract]:Electricity is the basic industry related to the national economy and the people's livelihood. With the development and progress of the society, the demand for power supply service is getting higher and higher. The monopoly enterprise image of "electric tiger" has no longer adapted to the development of power enterprises in the coastal cities of.S power supply enterprises. It is committed to become "the outstanding international advanced city grid operator" and the economy of the city of S. The social development provides the first-class power supply service and the power supply environment. After several years with the international advanced electric power enterprises to improve the standard, the service level of S power supply enterprise has been obviously improved, but there is a certain gap between the needs of the customers and the requirements of the superior departments, the existence of the problems in the marketing service system and the correction have become the power supply of the S. Problems to be solved urgently in front of business marketers.
This article uses the literature research method to understand the development course and present situation of service marketing; through the analysis of the macro development environment of the S power supply enterprise, the direction of marketing service is clear. By comparing the successful experience of the international advanced electric power enterprises in service marketing, the gap between the S power supply enterprise and the advanced power enterprises is found out. The data statistics method finds out the problems that affect the service level of S power supply enterprises: the uncertainty of customer demand, the strengthening of the channel service capacity, the poor service consciousness of the service personnel, the low professional quality, and the timely and continuous improvement of the customer problem.
On this basis, combined with the service marketing theory, it puts forward the targeted measures: to grasp the customer's demand, integrate and optimize the service channel, establish the electricity price adjustment mechanism, strengthen the power promotion work, improve the professional accomplishment of the service personnel, and strengthen the service process management. The author is engaged in the service marketing of the S power supply enterprise. The proposed proposal is based on the actual situation of the S Power Supply Bureau, and hopes to make a little contribution to the improvement of the service level of the S power supply enterprise and provide valuable reference for the promotion of marketing service for other 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

【参考文献】