国网新乡供电公司服务营销策略研究

发布时间：2018-04-13 08:57

本文选题：国网新乡供电公司 + 服务营销　；参考：《郑州大学》2015年硕士论文

【摘要】：作为国家重大改革措施之一的电力体制改革,随着时间的推移不断进行深化,电力市场化的进程不断加快。每一次改革是机遇,也是挑战。对于供电企业来说,如何实现自我突破,是这场改革中必须要面对的问题。市场化意味着竞争,对于几乎没有面对过竞争的国网新乡供电公司来说,提前备战,准确抓住机遇,迅速实施到位,是能够让其在电力体制改革完成后提前完成抢占市场的保证。随着社会的不断发展,人们对于垄断国企部门不再抱有畏惧心理,对于服务的要求越来越高。而同时国企也为了自我转型,不断加强自我监督,积极转变思想观念。虽然国网新乡供电公司一直以来坚持转变企业的营销模式,不断加强服务营销在营销工作中的重要性,但是观念的转变,体制的改变并不会那么顺利,那么迅速,特别是在没有先进的服务营销策略的指导下。本文研究的主要目的是为了对国网新乡供电公司进行服务营销策略优化,以达到更有针对性提供更好、更优质的服务,提高公司的竞争力。文章首先从公司概况、服务营销环境的介绍,通过SWOT分析法比较分析处于当前环境中的国网新乡供电公司主要优劣势及机会和威胁。然后从国网新乡供电公司实际电力营销工作实践情况开始,结合问卷调查中体现出的供电可靠性、停电时间、个性化服务、抢修时效性、服务渠道种类、促销力度、人员态度、服务时间、服务环境等项目得分偏低,分析国网新乡供电公司服务营销存在的问题,主要包括产品质量不达标,电价政策执行力度差,服务流程流转不畅,促销效果不佳,服务人员积极性不高,以及服务环境不令人满意等问题。结合文献分析法,通过搜集整理各个渠道获取到的知识和理论进行综合分析,总结出出现问题的主要原因是因为电网建设基础差,服务流程体系建设不完善,未主动推行电价政策执行,缺乏有效促销手段,未树立服务营销观念,员工管理方式落后,营业厅建设缺乏个性等方面。在此基础上,结合服务营销理论,提出了能够解决这些问题的策略优化方案包括提高用户侧电能质量,强化电价管理,改进促销方式,优化过程管理,改进员工管理模式等。这些策略优化方案以工作实践经验为基础,结合相关理论知识,希望能够在提升国网新乡供电公司的服务水平奉献一些力量,而且希望能够为其他供电企业在提升服务水平时提供一些参考价值。
[Abstract]:As one of the important national reform measures, the reform of electric power system has been deepened with the passage of time, and the process of electricity marketization has been accelerated.Every reform is an opportunity as well as a challenge.For power supply enterprises, how to achieve self-breakthrough is a problem that must be faced in this reform.Marketization means competition. For the Xinxiang Power supply Company, which has hardly ever faced competition, it is necessary to prepare ahead of time, seize the opportunity accurately, and implement it quickly.It is able to complete the power system reform ahead of time to seize the market guarantee.With the development of society, people are no longer afraid of monopolized state-owned enterprises and require more and more services.At the same time, the state-owned enterprises to self-transformation, constantly strengthen self-supervision, actively change ideas.Although the State Network Xinxiang Power supply Company has always insisted on changing the marketing model of enterprises and constantly strengthening the importance of service marketing in the marketing work, the change of concept and the change of system will not be so smooth and rapid.Especially under the guidance of no advanced service marketing strategy.The main purpose of this paper is to optimize the service marketing strategy of Xinxiang Power supply Company in order to provide better and better service and improve the competitiveness of the company.This paper firstly introduces the general situation of the company, the service marketing environment, and analyzes the main advantages and disadvantages, opportunities and threats of Xinxiang Power supply Company in the current environment through SWOT analysis.Then, starting from the actual power marketing practice of Xinxiang Power supply Company of National Network, combining the reliability of power supply, the time of power outage, the individualized service, the timeliness of repair, the type of service channel, the intensity of promotion, and the attitude of the personnel reflected in the questionnaire,The enthusiasm of service personnel is not high, and service environment is not satisfactory and so on.Combined with the literature analysis method, through the comprehensive analysis of the knowledge and theory obtained from various channels, the main reasons for the problems are concluded that the foundation of power grid construction is poor, and the service flow system construction is not perfect.It does not carry out the electric price policy actively, lacks the effective promotion means, does not set up the service marketing idea, the staff management way is backward, the business hall construction lacks the individuality and so on.On this basis, combined with the theory of service marketing, this paper puts forward the strategy optimization scheme which can solve these problems, including improving the power quality on the user side, strengthening the electricity price management, improving the sales promotion mode, optimizing the process management, improving the employee management mode, and so on.These strategic optimization programs are based on practical work experience, combined with relevant theoretical knowledge, hoping to contribute some strength in improving the service level of Xinxiang Power supply Company.And hope to provide some reference value for other power supply enterprises in improving service level.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.61;F274

【参考文献】