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论文编号：	1945
作者编号：	2002019
上传时间：	2010/5/18 15:14:15
中文题目：	供电企业服务营销体系研究
英文题目：	Power Supply Enterprise，Service marketing system
指导老师：	许晖
中文关键字：	供电企业 服务营销体系 流程再造 服务营销策略
英文关键字：	Power Supply Enterprise，Service marketing system，Process Reengineering，Service marketing strategy
中文摘要：	近几年来，服务和服务业在世界经济中得到了迅猛的发展，在社会经济中的地位也越来越重要。供电公司作为一个特殊的公共服务企业，不仅其本身的性质决定了其应该将服务营销理论应用于企业的经营实践中，而且随着我国电力企业改革的不断深化以及城市电网建设的迅猛发展，打破行业垄断，引入竞争机制，实行电力市场商业化运营的新机制已成为我国电力工业发展的必然趋势。同时，供电客户维权意识也日益增强，对供电企业提供的电能质量、服务质量和工作效率也提出了更高的要求。面对环境变化所带来的机遇和挑战，迫切要求供电企业更加重视和加强企业营销管理，为企业发展提供有力的保障。而优质服务作为供电企业整个发展战略中的重要组成部分，是企业的品牌，供电企业的服务营销战略，已成为企业打开电力市场营销新局面，赢得市场的关键。 目前，国内的研究较多的偏重于电力市场营销战略方面，针对国内供电行业服务营销方面的研究相对较少，且往往局限于某一地、市或省，对供电行业整体而言不具统一的指导性。因此在这种形势下，供电企业的服务营销策略就具有重要的现实意义和学术意义，这方面研究正逐渐成为供电行业的热点问题。 本文第一章主要对国内电力企业营销发展现状及存在问题进行了介绍，第二章简要回顾了服务营销的有关理论，第三章详述了供电企业服务营销体系的构建及服务流程再造，第四章重点对供电企业服务营销策略进行了研究，第五章对全文进行了总结。本文采用调查法、定性分析、实证分析、业务流程重组（BRP）等方法，通过对国内电力行业环境、电力企业营销管理现状及存在问题的分析研究，将供电公司的服务营销实践与科学系统的服务营销理论结合起来，为国内供电企业设计了包括营销服务流程再造、电力产品与服务差别化策略、定价策略和营销渠道策略在内的服务营销体系，对供电企业深入开展服务营销管理、提高服务质量进行了一些有益探索，对供电企业实现健康、快速、可持续发展具有重要的经济意义和现实意义。
英文摘要：	In recent years, service and service trades have got swift and violent development in the international economy, and the position in social economy is more and more important. The electric power company, as a special public service enterprise, not merely its own nature has decided that it should apply the service marketing theory in the management practice of enterprises, but also with the constant promotion of the electric power enterprise's reforms of our country and swift, violent development of city electrical network, breaking the profession monopoly, introducing competitive system, implementing the new mechanism running in electric power market commercialization has become the inevitable trend of electric power industry development of our country. At the same time , the consciousness of power supply customers in safeguarding the rights has been strengthened day by day , and much higher request to electric energy quality , the grade of service and working efficiency offered by the power supply enterprise has been put forward. Facing the opportunity and challenge brought along with the environmental variation, the power supply enterprise is required to pay more attention to and strengthen enterprise's marketing management urgently, and offers the strong guarantee for enterprise's development. High-quality service is regarded as the important component in the whole development strategy of power supply enterprise, and it is the brands of enterprises. The service marketing strategy of the power supply enterprise has already become the key of winning the market and reshaping in electric power marketing. At present, there are more domestic researches emphasizing particularly on the electric market marketing strategy, and relatively less researches which are often confined to a certain city, region or province stressing in view of the service marketing of domestic power supply profession, and as a whole, they do not have unified guidance to the power supply profession. Therefore, under this kind of situation, the power supply enterprise's service marketing strategy has very important practical and academic significance, and the research in this respect is becoming the hot question of the power supply profession gradually. The author made an introduction to the current development situation of domestic electric enterprise's marketing and existing problems in chapter one of this text, reviewed the relevant theories of service marketing briefly in chapter two , discussed the construction of service marketing system and marketing service process reengineering of power supply enterprises in chapter three in detail, especially made an research to the marketing tactics of power supply enterprises in chapter four, and summarized the full text in chapter five . This paper is based on the analysis and research on the domestic electric power profession environment, the present situation of electric power enterprise marketing management and the existing problems , combining the scientific system of service marketing theories with the service marketing practice of electric companies through inquisitional method ,qualitative analysis, real example analysis and marketing service process reengineering method, and has designed a service marketing system for domestic power supply enterprises including the marketing service process reengineering strategy ,the electric power product and service differential strategy, the price strategy and the marketing channel strategy . It’s objective is to do some helpful explorations for the power supply enterprises in carrying out the service marketing management thoroughly and improving the service quality, and it has vital economical and realistic significance for the power supply enterprises to realize healthy, fast and sustainable development.
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