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论文编号：	367
作者编号：	052254
上传时间：	2008/1/6 16:24:36
中文题目：	基于服务营销的天津市电力公司客
英文题目：	The Study of Customer Relation
指导老师：	韩德昌
中文关键字：	天津市电力公司 服务营销 客户
英文关键字：	Tianjin Electric Power Corpora
中文摘要：	随着电力市场化进程的不断加快，长期计划经济下形成的传统管理体制与市场垄断即将被打破，供电企业原有的营销机制也将发生深刻的变革，供电管理将转变成电力营销服务。为了适应社会和经济发展的需要，国家电网公司提出了 “服务党和国家工作大局、服务电力客户、服务发电企业、服务经济社会发展”的企业宗旨，通过建设坚强的电网为电力客户提供优质可靠的电力。在此宗旨的指导下，天津市电力公司也开展了“天津电力‘心连心’工程”的建设，旨在通过该项服务举措的实施，提升供电企业的服务质量，树立供电企业良好的社会形象，为公司今后的发展创造广阔的空间。但在优质服务举措实施的过程中，仍然存在着这样或那样的问题，如供电企业的服务意识还有所欠缺，优质服务政策的制定没有考虑到不同电力客户的不同需求，服务质量的改善缺乏有针对性的手段，缺乏对客户满意度的科学统计与分析等等。 为了提高供电企业的服务水平，适应电力体制改革和发展的需要，本文以天津市电力公司为研究对象，分析了天津市电力公司在市场营销中存在的问题，探讨了天津市电力公司实施客户关系管理的必要性和实施客户关系管理的技术基础，得出天津市电力公司实施客户关系管理是必要和可行的结论。由此出发，本文在服务营销以及客户关系管理等相关理论的基础上，从服务营销的角度对天津市电力公司实施客户关系管理的策略进行了研究，建立了电力客户价值识别模型以及天津市电力公司客户满意度模型，提出了供电服务质量测量的方法，并以业扩报装业务为例设计了该业务的服务蓝图。本文由此提出了天津市电力公司实施客户关系管理较为完整科学方法和理论模型，为今后CRM系统的建设和运用提供了理论和方法的指导，必将对提高天津市电力公司供电服务水平和经济效益产生重要的作用。 本文共分五个部分。第一部分提出了选题的背景和意义，以及本文的研究方法和创新点。第二部分回顾了服务营销以及客户关系管理的相关理论，主要包括客户关系管理理论、客户细分理论、服务质量理论、客户满意理论，以及服务蓝图设计的方法。第三部分阐述了天津市电力公司市场营销现状，分析了电力市场营销过程中存在的问题。该部分首先分析了电力产品、电力客户以及电力市场营销的特点；其次总结了天津市电力公司市场营销机构设置情况以及信息系统的建设情况；最后分析了目前天津市电力公司在市场营销中存在的问题。第四部分是本文的重点，探讨了天津市电力公司实施客户关系管理的策略。该部分分析了供电企业实施客户关系管理的特点以及供电企业CRM的应用模式，从而引出供电企业实施客户关系管理要以提高服务水平、改善社会形象为出发点。在此分析基础上，结合相关理论提出了天津市电力公司客户价值识别模型、供电服务质量评价模型、客户满意度模型，通过供电服务过程蓝图分析，找出企业与客户在服务过程中的接触点，建立了较为完整的提高天津市电力公司优质服务水平以及公司利润的方法和手段，为今后CRM系统的建设和运用提供了理论和方法的指导。第五部分是本文的结论。在天津市电力公司的电力市场营销过程中存在着一些问题，这些问题的存在不利于提高供电服务水平、改善社会形象。为了寻找解决这些问题的途径，本文尝试从基于服务营销的客户关系管理角度出发，建立了适合天津市电力公司的理论模型和方法。通过以上方法的应用和实施，可以帮助天津市电力公司提高整体的服务意识和竞争意识，准确识别出不同价值的电力客户，借助于科学的管理手段，找出服务上存在的差距，不断提高供电服务的质量。随着电力体制改革的不断深化，以客户为中心、以市场为导向改善供电企业内部和整个供应链的各个环节的管理、迅速适应客户的新需求，是供电企业赢得竞争胜利的决定性因素。 关键词：天津市电力公司 服务营销 客户关系管理
英文摘要：	With the accelerating development in electric power market, traditional management system and monopoly established in long term planning economic system will be broken. As a result, former marketing mechanism of electric supply companies will change profoundly into kind of marketing service. In order to meet the requirement of social and economic development, the State Grid Corporation of China（SGCC）puts forward a tenet: serve for Communism Party and our country, serve for customers, serve for electric power supplement enterprises and serve for social development. At the same time, the State Grid provides customers with high quality electric power via stable grid. With this tenet, Tianjin Electric Power Corporation（TEPCO） also carries out a project named: heart-to-heart project aiming to improving service quality, establishing good social recognition and expanding developing area for itself. However, some problems still exists during this period such as supplement companies’ lack of service awareness, ignoring variety demands of different customers, lack of improper methods to improve service quality and insufficient scientific statistics and analysis of customer satisfaction rate. In order to improve service quality of corporation and meet the requirement of social and economic development, this essay analyzes the problems existing in TEPCO’s marketing. At the same time, the essay discusses the necessity and technology basis of customer relationship management for TEPCO. So that, it is necessary and feasible that TEPCO puts Customer Relationship Management into practice. From this, this paper studies how TEPCO implement CRM on the basis of related theories such as Service Marketing and CRM. This paper puts forward customer value identify model, electric supplement service quality assessment model, customer satisfaction rate model and designs service blueprint. This series of theories and models will provide basis for the information system and play the vital role. This paper is divided five parts. The first part proposes the background and significance of why to select this topic, as well as research technique and innovation spot of this paper. The second part reviews related theories, mainly includes customer relationship management theory, customer subdividing theory, service quality theory, customer satisfaction theory, as well as service blueprint designing method. The third part elaborates marketing situation of TEPCO, analyzes the questions which exist in electric power marketing. Firstly, this part analyzes the characteristics of electric power product, the electric power customers as well as the electric power marketing. Next it summarized TEPCO marketing organization as well as the information system construction situation; Finally, it analyzes the question which exists in the marketing of TEPCO. The fourth part is key point in this article which discusses how TEPCO implement the strategy of CRM. This part analyzed the characteristics of TEPCO’s CRM as well as the application pattern of TEPCO’s CRM, It can be found out through the analysis that raising service level and improving society image is very important to TEPCO. In this analysis foundation, this paper proposes TEPCO’s customer value identify model, electric supplement service quality assessment model, customer satisfaction rate model. Through the power supply service process blueprint analysis, the contact point between enterprise and the customer in service process can be found out easily aims to find out the methods to improving service quality and profit, and provides theory and method instruction for the next CRM system construction and the utilization.The fifth part is conclusion. There are some problems in TEPCO marketing process, and these questions are disadvantageous to the enhancement service level and the improvement society image. In order to seek ways to solve these questions, this article attempts to find out theoretical model and the method suite TEPCO on the basis of service marketing. We can find through above method application and implementation that this paper may help TEPCO to enhance the whole the service and competition consciousness, accurately distinguishes the different electric power customer. With the aid of the science management method, we can discover the service shortage, unceasingly improve service quality. Along with the electric power organizational reform deepening, it will be the determining factor that taking the customer as central, taking the market as the guidance and improving interior and entire supply chain to adapt customer new demand rapidly. Key words: Tianjin Electric Power Corporation, service marketing, customer relationship management
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