辽宁电力公司服务营销对策研究

发布时间：2018-01-02 09:48

本文关键词：辽宁电力公司服务营销对策研究　出处：《内蒙古财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：在国内市场经济的快速发展下,电力公司的改革也是箭在弦上势在必行。新形势下辽宁省电力公司如何适应社会需求,是必须认真考虑的问题。为了让电力公司在市场中成为佼佼者,服务标准与营销手段的改进、提高与完善,无疑对电力公司更好地服务社会有很大的推动作用。服务营销无形之中已经成为电力公司自身发展的必要部分,本文运用7P组合营销方式,通过文献研究、实地调研、案例分析、定性分析等几种方法,对目前辽宁省电力公司中出现的问题进行分析。提出相应对策,主要包括提升电力服务人员的工作理念、服务意识、服务态度,建立营销体系。首先,分析电力市场与服务策略的关系,根据用户需求、提高服务意识、以长期优质的服务与客户保持联系;其次,提升公司品牌与资源策略的地位,逐步树立公司品牌形象、整理客户信息档案;完善员工考核制度,对制度的每一项都有详细的奖惩措施,这样团队和企业的竞争力将会得到充分体现。本文对辽宁省电力公司的服务营销对策现状进行详细分析,借鉴国内国外的相关研究著作,提出辽宁省电力公司存在的问题及现状,从提高服务人员素质、打造品牌化营销模式、构建营销管理体系等几个方面对于辽宁电力公司服务营销策略进行改进,对辽宁省电力公司乃至全国范围内的电力公司在新形势下开展营销工作,为中国电力公司服务营销策略提供了一个较为全新的视角,对电力行业未来的发展起到更好的推动作用。
[Abstract]:With the rapid development of domestic market economy, the reform of the power companies are also imperative. How imminent Liaoning province electric power company under the new situation to meet the needs of society, is a problem to be considered seriously. In order to make the power company to become a leader in the market, improve service standards and marketing means, improve and perfect, is undoubtedly a great impetus the role of power companies to better serve the society. Service marketing has become a necessary part of the invisible power company's development, this paper uses 7P combination of marketing methods, through the analysis of literature research, field research, case study, qualitative analysis and other methods, the power company in Liaoning province is analyzed. Put forward the corresponding countermeasures, mainly including to enhance the power of service concept, service consciousness, service attitude, the establishment of marketing system. Firstly, analysis and field service strategy in electric power market The relationship, according to user needs, enhance service awareness, to long-term customer service and quality to maintain contact; secondly, enhance the company's brand strategy and resource status, and gradually establish a corporate brand image, customer information files; improve the staff appraisal system, the system of each has detailed incentive measures, and so the team the competitiveness of enterprises will be fully reflected. In this paper, the status of the service marketing strategy of Liaoning electric power company in detail, from the relevant research works at home and abroad, puts forward the existing problems of Liaoning province electric power company and the status quo, from improving the service quality of personnel, to build the brand marketing mode, the construction of several marketing management system for service marketing the strategy of Liaoning electric power company is improved and the electric power company of Liaoning electric power company and the country within the scope of the marketing work in the new situation, for The Chinese power company service marketing strategy provides a new perspective and plays a better role in promoting the future development of the power industry.

【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.61;F274

【参考文献】