ZHT供电公司服务差异化战略研究

发布时间：2018-03-02 05:06

本文关键词： 服务质量竞争力 ZHT供电公司差异化　出处：《山东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：当今世界已进入知识经济时代,市场竞争不仅仅是产品质量的竞争,更是服务质量的竞争。在现代电力市场营销中,电力企业的服务理念正在发生转变。在现代服务理念的支配下,供电服务问题已经被电力企业上升到企业发展的战略高度来认识,因此优质服务是电力企业发展的立足之本,供电服务不是一般性的服务工作,而是涉及企业根本的战略性问题。那么,如何通过供电服务工作满足客户的需求,提高企业核心竞争力,是供电企业当前探索和思考的问题。ZHT供电公司是国网山东省电力公司所属的县供电企业。ZHT供电公司目前的服务战略是以常规电力服务为基础,客户类别划分不够全面细致,不能满足不同电力客户对供电服务的个性化需求,因此ZHT供电公司通过挖掘和整合服务资源,将服务平台前移,保持和吸引更多的客户,通过转变服务方式,逐步探索实施服务差异化战略,才能全面适应当前电力营销工作的发展要求,才能在激烈的市场竞争中胜出。本文首先介绍了课题研究的背景、目的及意义,并对论文理论依据及国内外研究现状进行了详细阐述。其次,以ZHT供电公司的服务差异化战略研究为主线,从ZHT供电公司服务现状分析入手,运用PEST模型、波特五种竞争力量模型对服务差异化战略的外部环境和产业环境进行了分析,并运用内部因素分析矩阵和外部因素分析矩阵对ZHT供电公司内部环境和外部环境因素进行评价。再次,本文运用SWOT矩阵分析找出ZHT供电公司面临机会和威胁以及企业的优势与劣势,基于此提出了ZHT供电公司服务差异化战略的目标与思路,并结合ZHT公司实际,将其服务的客户群体细分为六类,并进行个性化服务定位,设计了服务差异化战略的实施途径与六种模式,把整合服务资源,创新服务手段,做好服务五种结合作为战略的重点。最后,本文结合ZHT供电公司现状,根据战略目标制定了行之有效的战略实施方案,建立了一整套适应“以客户为中心”的组织体系和工作程序,从优化组织结构,细化客户管理、严格人员奖惩、完善企业文化、服务团队建设等五个方面制定战略实施的保障对策,进而确保服务差异化战略的有效实施。通过本文研究,期望为ZHT公司供电服务工作提供决策依据和指导作用,为电力企业全方位提高服务质量提供科学的理论依据,并力求为类似公司以后制定服务差异化战略提供有益的思路借鉴。
[Abstract]:Nowadays, the world has entered the era of knowledge economy, the market competition is not only the competition of product quality, but also the competition of service quality. The service concept of electric power enterprise is changing. Under the control of modern service concept, the power supply service problem has been recognized by the electric power enterprise to the strategic height of the enterprise development, so the high quality service is the base of the electric power enterprise development. Power supply service is not a general service work, but involves a fundamental strategic problem of the enterprise. So, how to meet the needs of customers through the power supply service work to improve the core competitiveness of the enterprise, ZHT Power supply Company is the county power supply company. ZHT Power supply Company belongs to Shandong Electric Power Company. The current service strategy of ZHT Power supply Company is based on conventional power service, and the classification of customer categories is not comprehensive and meticulous. It can't meet the individualized demand of different power customers, so ZHT power supply company can move the service platform forward by digging and integrating service resources, so as to keep and attract more customers and change the service mode. Only by exploring and implementing the strategy of service differentiation step by step, can we fully adapt to the development requirements of the current electric power marketing work and win in the fierce market competition. Firstly, this paper introduces the background, purpose and significance of the research. The theoretical basis of the paper and the current research situation at home and abroad are described in detail. Secondly, taking the service differentiation strategy of ZHT power supply company as the main line, starting with the analysis of the service situation of ZHT power supply company, using the PEST model. Porter's five competitive power models analyze the external environment and industrial environment of service differentiation strategy. And using the internal factor analysis matrix and external factor analysis matrix to evaluate the internal and external environmental factors of ZHT power supply company. In this paper, SWOT matrix analysis is used to find out the opportunities and threats faced by ZHT power supply companies, as well as the advantages and disadvantages of enterprises. Based on this, the objectives and ideas of service differentiation strategy of ZHT power supply companies are put forward, and the actual situation of ZHT power supply companies is combined. The customer group of its service is subdivided into six categories, and the individualized service orientation is carried out. The implementation way and six modes of the strategy of service differentiation are designed, and the service resources are integrated and the service means are innovated. Finally, according to the current situation of ZHT power supply company, according to the strategic objectives, the effective strategic implementation plan is established. Has established a set of organization system and working procedure that adapts to "take the customer as the center", from optimize the organization structure, refine the customer management, strictly personnel reward and punish, perfect the enterprise culture, In order to ensure the effective implementation of service differentiation strategy, five aspects of service team construction are worked out to ensure the effective implementation of the strategy. Through the research of this paper, we hope to provide the decision basis and guidance for the power supply service work of ZHT Company. It provides a scientific theoretical basis for the power enterprises to improve the service quality in all directions, and tries to provide useful ideas for similar companies to formulate the strategy of service differentiation in the future.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.61

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