GZ供电局客户关系管理方案优化研究

发布时间：2018-05-31 10:30

本文选题：GZ供电局 + 客户关系管理　；参考：《西南交通大学》2017年硕士论文

【摘要】：随着电力体制改革的深入和市场化程度的加深,供电行业的垄断格局逐步被打破,越来越多的民营社会资本进入电力的销售端,日益激励的市场竞争已经迫使供电企业从之前传统的"以产品为中心”过渡到"以客户为中心"。客户关系管理(CRM)已经成为供电企业管理中关键的管理理念,它将企业的人力资源、业务流程及信息技术等资源有效整合,使企业能够利用客户关系管理来挖掘用电客户的价值、维护现有客户资源、开发潜力市场和提高企业核心竞争力,最终达到增加企业盈利能力的目标。本文以GZ供电局为研究对象,从客户关系管理的内涵和本源出发,首先介绍了选题的背景、意义、研究方法和相关文献综述,并对GZ供电局的内部及外部环境进行综合分析。其次,介绍了 GZ供电局的客户关系管理现状,通过实地的调研和对员工及客户的问卷调查,对公司客户关系管理进行评价总结,从客户识别、服务体验和信息支撑这三大纬度全方位地衡量了 GZ供电局客户关系管理水平。在研究中发现GZ供电局在客户关系管理方面存在的问题主要体现在:缺乏客户差异化管理、对客户指标缺少深度的分析和预测、大客户的关注度不足、供电业务制度落实有限和信息化系统关键功能模块缺失、联动性较差。针对这些问题的原因分析主要是公司内部尚未树立"以客户为中心"的客户服务意识、客户关系管理的理论指导不足、缺乏规范的客户关系管理流程标准和业务模型和服务人员的能力有限。最后,本文重新梳理了客户关系管理优化的总体思路,提出从制定差异化服务策略、建立大客户一站式服务和电子服务平台、搭建客户信息集成共享平台、重塑客户信息数据结构体系、完善CRM系统功能模块这五个角度进行客户关系管理系统的改进,并从企业文化、组织架构、绩效考核、业务流程和人员培训这五个方面进行制度性保障措施设定,力求全方面建立起"以客户为中心"的客户关系管理系统。论文在研究和撰写的过程中主要运用了理论联系实践的研究方法,对GZ供电局客户关系管理进行深入分析研究,提出了符合供电局实际情况的客户关系管理总体优化思路和策略方案,具有一定的理论深度和实践指导意义,对于同行业的供电企业客户关系管理工作也有一定的参考和借鉴意义。
[Abstract]:With the deepening of the reform of the power system and the deepening of the market level, the monopoly pattern of the power supply industry is gradually broken, and more and more private social capital enters the sales end of the electric power. The increasingly incentive market competition has forced the power supply enterprises to transition from the traditional "product centered" to "customer centered". CRM has become the key management concept in the management of power supply enterprises. It integrates the resources of human resources, business process and information technology effectively, so that enterprises can use customer relationship management to excavate the value of electricity customers, maintain the existing customer resources, develop potential market and improve the core competitiveness of enterprises, and finally achieve the increase of the enterprise's core competitiveness. Based on the connotation and origin of customer relationship management, this paper first introduces the background, significance, research methods and literature review of GZ Power Supply Bureau, and analyzes the internal and external environment of GZ Power Supply Bureau. Secondly, it introduces the customer relationship management of GZ Power Supply Bureau. From the three major latitudes of customer identification, service experience and information support, the customer relationship management level of GZ power supply bureau is measured in all directions through field investigation and questionnaire survey of employees and customers, and the main problems in customer relationship management of GZ power supply bureau are found in the study. It should be embodied in the following aspects: lack of customer differentiation management, lack of depth analysis and prediction of customer index, lack of attention of large customers, limited implementation of power supply business system and lack of key functional modules of information system and poor linkage. The main reason for these problems is that the customer has not set up customer centered customers in the company. Service consciousness, the theoretical guidance of customer relationship management is insufficient, the standard customer relationship management process standard and business model and service personnel's ability are limited. Finally, this paper recombs the overall idea of the optimization of customer relationship management, and proposes to establish the strategy of differential service and establish the one-stop service and the electronic service of large customers. Platform, building up customer information integration sharing platform, reshaping customer information data structure system, improving CRM system function module to improve the customer relationship management system, and set up institutional guarantee measures from the five aspects of enterprise culture, organizational structure, performance assessment, business process and personnel training, and strive to build all aspects of the system. In the process of research and writing, the thesis mainly uses the research method of theoretical contact and practice, analyzes the customer relationship management of GZ Power Supply Bureau, and puts forward the overall optimization thinking and strategy plan which meets the actual situation of the power supply bureau. The theoretical depth and practical guiding significance will also provide some reference and reference for the customer relationship management of power supply enterprises in the same industry.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.61

【参考文献】