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论文编号：	4840
作者编号：	2120102593
上传时间：	2012/12/12 12:30:03
中文题目：	CD供电分公司客户关系管理策略研究
英文题目：	Research on Customer Relationship Management Strategy of CD Supply Power Company
指导老师：	李季
中文关键字：	营销管理，客户关系管理，客户服务，CD供电分公司
英文关键字：	Marketing Management,Customer Relationship Management,Customer Service,the CD Power Supply Company
中文摘要：	随着电力体制改革的不断深入，以及能源类企业竞争的加剧，供电企业的市场营销将面临着巨大的挑战。供电企业必须以市场需求为导向、以客户为中心，深入研究客户关系管理，为广大用电客户提供优质服务，适应现代企业管理发展的需要。为了适应社会和经济发展的需要，国家电网公司提出了建设成为电网坚强、资产优良、服务优质、业绩优秀（简称“一强三优”）的现代公司的战略目标，并通过转变电网发展方式、转变公司发展方式的途径来实现。在战略目标指导下，天津市电力公司也开展了“天津电力心连心”活动，旨在提升供电企业的服务质量，树立供电企业良好的社会形象，最终在激烈的竞争环境中赢得更广阔的市场。 2012年，国家电网公司决定全面实行“三集五大”，以使公司的业务管理体系得到整合优化，核心资源得到管控，从而实现公司管理的集约化、扁平化、专业化，实现公司的可持续发展。在此背景下，本文以CD供电分公司作为研究对象，运用市场营销的一般原理和客户关系管理理论，分析了CD供电分公司在客户关系管理中存在的问题，对实施客户关系管理的策略进行了研究，提出了客户关系管理模型以及客户价值评价指标体系，为今后CRM系统的建设和运用提供了理论和方法的指导，对提高CD供电分公司供电服务水平和经济效益产生重要的作用。 本文的研究内容分为五个部分。第一部分指出本文的研究背景和研究意义，提出研究的方法和内容。第二部分回顾了客户关系管理理论的产生背景、相关概念和基础理论，阐述了客户关系管理在我国的具体应用及研究现状。第三部分先对CD供电分公司及其营销部门进行介绍，然后对供电行业的宏观营销环境和市场主体进行分析，最后对CD供电分公司客户关系管理现状进行分析，指出分公司的优势与存在的问题。第四部分是本文的重点，根据前文所列的问题，提出CD供电分公司的客户关系管理模型，在模型中提出分公司的战略目标和客户关系管理具体目标，说明了客户关系管理的过程，通过客户价值评价指标体系进行客户细分，根据客户关系管理的具体目标和客户细分的结果制定相应的策略，列述了服务的渠道及服务的内容，阐述了客户关系管理的效果反馈及相关评价指标。第五部分阐述了CD供电分公司客户关系管理具体实施情况和实施保障。
英文摘要：	During the deepening of power institutional reform and the energy enterprises competition, the marketing of the power supply enterprises will face the enormous challenge. In order to fulfill the modern enterprise management, the power supply enterprises must be guided by market demand, take the customers as the centre, study the theory of the customer relationship management (CRM), and provide best services for the majority of electricity customers. In order to meet the requirement of social and economic development, the State Grid Corporation of China（SGCC）puts forward the corporate strategy “A strong Grid, Excellent Assets, Excellent Services, Excellent Performance”. In order to achieve the corporate strategy, SGCC transforms the develop way of the grid and corporation. With this strategy, Tianjin Electric Power Corporation（TEPCO） also carries out a project named “Heart-to-Heart Project” aiming to improve service quality, establishes good social recognition and expands developing area for itself. In 2012, in order to integrate and optimize the company’s business management, to manage and control the core resources, SGCC decided to carry out the project about “Intensive Management in Human Resources, Financial Resources, and Material Resources; Large-scale Movements in Programming, Construction, Operation, Overhaul and Production” arming to achieve the intensive management, flat management and professional management and realize the sustainable development of the company. In this context, this thesis uses the common principle of power marketing and CRM theory, analyzes the problems existing in the marketing of CD Power Supply Company (CDPSC), researches the strategies of CRM, puts forward the CRM model and customer value evaluation index system of CDPSC. This series of theories and models will provide basis for the information system and play the vital role. This thesis is divided into five parts. The first part proposes the background and significance of why to select this topic, as well as research technique and content. The second part reviews related theories, including background, concepts and basic theories, expounds the application of the theory in China and the present research status. The third part introduces the situation of CDPSC and its marketing department, elaborates marketing situation of the power supply industry and market subjects, analyzes the present situation of management in the CRM, and points out the advantages and disadvantages. The fourth part is key point in this thesis which discusses the model of CRM. The thesis establishes a model of CRM on the basis of the disadvantages, points out the strategic objectives and the goals of CRM, explains the implementing process of CRM, subdivides power users through the customer value evaluation index system, and develops the strategies on the basis of the CRM goals and the subdividing results. The thesis lists the service channels and service content, and expounds the implementation effect feedback and related evaluation index. The last part illustrates the security of the strategy implementation and the specific implementation.
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