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论文编号：	15763
作者编号：	2320234075
上传时间：	2025/12/9 21:53:16
中文题目：	A电网公司营销业务数字化转型模式研究
英文题目：	Research on the Digital Transformation of Marketing in A Power Grid Company
指导老师：	薛有志
中文关键字：	数字化转型；营销业务；服务主导逻辑；数字生态；价值共创
英文关键字：	Digital transformation; Marketing business; Service led logic; Digital ecology; Value Co-Creation
中文摘要：	随着数字化时代的到来，全球经济加速朝着数字化、智能化和绿色化方向转型，新质生产力作为以创新为核心驱动力的新型生产力形态，正在推动各行业进行深刻变革。在国家“双碳”战略驱动下，电力企业作为能源供应的重要主体，需要应对不断变化的市场环境和政策要求的挑战，以适应新型电力系统建设和能源互联网发展要求。其中，电网企业更是面临市场化改革深化、客户需求多元化、竞争主体多样化等多重挑战，传统营销业务模式已难以满足当前发展需要，推进营销业务数字化转型已经成为提升服务质量和市场竞争力的必然选择。 本文以A电网公司为研究对象，针对该公司营销业务的数字化转型问题展开研究。论文采用多维度分析方法开展研究，系统构建了营销业务数字化转型模式。研究内容包括分析营销业务的现状及数字化转型环境，识别核心挑战与机遇，给出了营销业务数字化转型的必要性分析；设计“生态-服务-营销-客户-平台”五维一体的转型架构，据此重构营销业务流程，搭建业务系统平台，构建考虑客户体验、数据驱动、服务生态等因素的营销业务数字化转型模式；提出流程重构、技术赋能、组织变革协同推进的实施路径；建立包含业务能力、管理能力、市场能力和平台能力的综合评价体系。 研究表明，通过数字化转型可显著提升电力企业运营效率、客户满意度和生态协同价值。本文还创新性地将服务主导逻辑与电网公司业务特性相结合，提出了基于价值共创的业务服务新模式。在应用数字化技术提高企业效率、创造市场价值等方面，为公用事业领域的企业实施数字化转型，提供了理论借鉴和实践参考。
英文摘要：	With the advent of the digital age, the global economy is accelerating its transformation towards digitization, intelligence, and greenization. New quality productivity, as a new form of productivity driven by innovation, is driving profound changes in various industries. Driven by the national "dual carbon" strategy, electric power enterprises, as an important subject of energy supply, need to meet the challenges of changing market environment and policy requirements to adapt to the requirements of new power system construction and energy Internet development. Among them, power grid enterprises are facing multiple challenges such as deepening market-oriented reforms, diversified customer demands, and diversified competitive entities. Traditional marketing business models are no longer able to meet current development needs, and promoting digital transformation of marketing business has become an inevitable choice to improve service quality and market competitiveness. This thesis takes A Power Grid Company as the research object and conducts research on the digital transformation of its marketing business. The paper adopts a multidimensional analysis method to conduct research and systematically constructs a digital transformation model for marketing business. The research content includes analyzing the current situation of marketing business and the digital transformation environment, identifying core challenges and opportunities, and providing a necessary analysis of the digital transformation of marketing business; Design a five dimensional transformation architecture of "ecology service marketing customer platform", reconstruct marketing business processes based on this, build a business system platform, and construct a digital transformation model for marketing business that considers factors such as customer experience, data-driven, and service ecology; Propose an implementation path for collaborative promotion of process reengineering, technological empowerment, and organizational change; Establish a comprehensive evaluation system that includes business capabilities, management capabilities, market capabilities, and platform capabilities. Research has shown that digital transformation can significantly improve the operational efficiency, customer satisfaction, and ecological synergy value of power enterprises. This article also innovatively combines the service led logic with the business characteristics of power grid companies, proposing a new business service model based on value co creation. The application of digital technology to improve enterprise efficiency and create market value provides theoretical and practical references for enterprises in the public utility sector to implement digital transformation.
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