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论文编号：	6030
作者编号：	2120112621
上传时间：	2013/12/11 11:06:19
中文题目：	电力企业的大客户关系管理研究
英文题目：	Research on the Key Customers Relationship Management of the Electric Power Enterprise
指导老师：	吴晓云
中文关键字：	大客户，关系管理，服务质量，服务创新
英文关键字：	Key Account, Relationship management, Service quality,
中文摘要：	随着经济的发展和市场形势的变化，我国电力企业的体制改革取得了很大的进步。然而受其固有企业性质和管理模式影响，电力企业的营销管理水平较世界先进水平还存在一定的差距，致使企业的经济效益增速缓慢。特别是大客户关系的维护和管理，作为电力企业市场营销的一个重要方面，对企业的长期稳定发展更具有举足轻重的作用。　　　电力企业要想获取更好的经济效益，改变传统的营销方式、创新工作思路，提高服务质量和水平已成为我们营销工作的必然选择。因此，本文从电力企业大客户关系管理的现状入手，深入分析客观存在的问题，充分运用关系营销策略和服务创新理论，提出建设性方案，创新服务方式方法，以达到提升服务质量、提高企业效益的目标。 本文可以划分为四个部分：第一部分是对本文研究背景、研究问题视角以及研究方法的介绍；第二部分是对大客户关系管理等营销相关理论进行了综述，并分析了整体的市场营销环境和面临的挑战；第三部分是对电力企业大客户关系管理模式的特点、组织建设和客户管理的支持维护进行分析，并对电力企业大客户管理的服务质量测评方案进行研究，最后提出通过电力企业大客户关系管理模式的创新来提升服务质量的解决方案；第四部分为结论部分，主要是对本文研究结论的总结，并提出本文的管理建议，分析本文研究的不足和创新之处，最后展望了未来研究方向。
英文摘要：	With the development of economy and the change of market conditions, the system reformation of electric power enterprises in China has made great progress. However, influenced by its inherent nature and enterprise management mode, the marketing management level of electric power enterprise is the world's advanced class, there is still a big gap between the largely improved the economic benefits of the electric power enterprise. Especially as an important aspect of the electric power enterprise marketing, big customer relationship management and maintenance plays a decisive role for the long-term and stable development of the enterprise. 　　　Electric power enterprises If wants to obtain a better economic efficiency, improve marketing consciousness, innovative marketing ideas, improve the service quality and level is a new task faced by electric power enterprises. Therefore, this article starts with the current situation of the electric power enterprise big customer relationship management (CRM), analyzes objectively the existing problems and fully using the theory of relationship marketing strategy and service innovation, puts forward constructive solutions, innovative service methods, to improve service quality, improve the efficiency of the enterprise goals. 　　　This paper can be divided into four parts: the first part is about the research background, research perspectives and research methods of introduction; The second part is on the customer relationship management (CRM) and other related marketing theory were summarized, and analyzed the overall marketing environment and the challenge; The third part is for the electric power enterprise customer relationship management (CRM) mode, and big customer management to the electric power enterprise service quality evaluation of the research, finally puts forward a large electric power enterprise customer relationship management model of innovation to improve the service quality of solutions; The fourth part is the conclusion part, mainly is the summary of this paper research conclusion, and put forward in this paper, the management advice, the lack of analysis in this paper, research and innovation, and finally prospects the future research direction.
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