撫順供電公司大客戶評(píng)價(jià)分析.pdf

1、華北電力大學(xué)_[商管理碩士專業(yè)學(xué)位論文摘要隨著電力體制改革的深化，供電企業(yè)將真正參與到市場(chǎng)競(jìng)爭(zhēng)中，在做好全社會(huì)普遍服務(wù)的基礎(chǔ)上，供電企業(yè)必須將有限的服務(wù)資源投入到高價(jià)值客戶的身上，與其建立穩(wěn)定的客戶關(guān)系，提升企業(yè)的盈利能力和競(jìng)爭(zhēng)能力。本論文首先對(duì)電力市場(chǎng)細(xì)分及差異化服務(wù)進(jìn)行了理論分析，然后分析撫順電力公司現(xiàn)有的電力市場(chǎng)，將其用戶細(xì)分，然后根據(jù)細(xì)分市場(chǎng)的特性，結(jié)合電力體制改革的不同進(jìn)程，制定相應(yīng)的服務(wù)策略和具體措施，即實(shí)施差異化服務(wù)策略。

2、最后，選取5位重點(diǎn)客戶應(yīng)用模糊層次分析法進(jìn)行價(jià)值分析，根據(jù)客戶價(jià)值分析結(jié)果，提出了進(jìn)行客戶服務(wù)管理的策略。關(guān)鍵詞:市場(chǎng)細(xì)分，差異化服務(wù)，價(jià)值分析，客戶服務(wù)管理ABSTRACTWiththedeePeningofthePowersystem，thePowersuPPlyenterpriseswillrealP叭ieiPateinthemarketeomPetition，onbasisofworkingwellthewholesoeiety

3、generallyservice，PowersuPPlyenterprisesmustbelimitedresoureesintohigh一valueeustomers，instead.oftheestablishmentofstableeustomerrelations，enhancetheirProfitabilityandcomPetitiveness.AtthefirstPartofthisPaper，wehaveatheore

4、tiealanalysisaboutcustomerandservieeelassifieation.ThenwedernonstratethiselassifieationwithFushunElectriePowerCorporation.finally，infiveimPortantcustomersuseFAHPmethodfvalueanalysis，integratingcustomervalueanalysisofther

5、esults，andearyoutcustomerservieemanagement.Liqiang(MasterofBusinessAdministration)DireetedbyProf.TanZhongfuKEYWORDS:MarketSegnentation，Difl七rentiatedServices，ValueAnalysis，CustomerServieeManageme爪華北電力大學(xué)工商管理碩士專業(yè)學(xué)位論文4.1.1模

6、糊一致矩陣的定義.....................................................................……274.1.2建立模糊一致判斷矩陣...........................................……，................……274.1.3用模糊一致判斷矩陣求各因素權(quán)重....……，...............................

7、.....……284.2應(yīng)用模糊層次分析法對(duì)撫順供電公司重點(diǎn)客戶進(jìn)行價(jià)值分析...............……294.2.1建立客戶價(jià)值指標(biāo)的層次結(jié)構(gòu)……，二.…，.......……，...........................……294.2.2建立模糊矩陣求取各因素權(quán)重......................................................……304.3撫順供電公司客戶價(jià)值指標(biāo)模型....

8、........................................................……304.3.1購電水平.............................................................................……，....……304.3.2信譽(yù)狀況......................................................

9、..................................……314.3.3潛在價(jià)值........................................................................................……324.3.4用電特性........................................................................

10、................……324.4求指標(biāo)的權(quán)重..................……，.................................................................……334.4.1一層指標(biāo)的權(quán)重.............................................................................……334.4.2二層指

11、標(biāo)的權(quán)重.............................................................................……334.4.3客戶價(jià)值指標(biāo)量化及排序..............................................................……34第五章?lián)犴樄╇姽敬罂蛻舨顒e化服務(wù)策略...........................……，....

12、.............……365.1電力大客戶營(yíng)銷管理理念的建立............................................................……365.1.1從供電管理到營(yíng)銷服務(wù)..................................................................……365.1.2從普遍服務(wù)到重點(diǎn)服務(wù)......................

13、............................................……365.1.3從微笑服務(wù)到知識(shí)營(yíng)銷..................................................................……365.2不同優(yōu)先等級(jí)大客戶的營(yíng)銷服務(wù)策略的建立.........................................……365.2.1優(yōu)秀客戶的營(yíng)銷服務(wù)策略....

14、..........................................................……375.2.2良好客戶的營(yíng)銷服務(wù)策略..............................................................……375.2.3中等客戶的營(yíng)銷服務(wù)策略............................................................

15、..……385.2.4低等客戶的營(yíng)銷服務(wù)策略..............................................................……385.2.5差等客戶的營(yíng)銷服務(wù)策略.............................................……，..........……395.3建立大客戶管理的對(duì)策.........................................

16、...........……，................……395.3.1建立大客戶檔案...............................................……，.......................……395.3.2優(yōu)先保證大客戶的貨源..................................................................……395.3.3為每個(gè)大客戶選

17、派精干的大客戶業(yè)務(wù)代表....................................……405.3.4充分關(guān)注大客戶的商業(yè)動(dòng)態(tài)..........................................................……405.3.5定期組織大客戶座談會(huì).........................................................……，..……405，3.6有計(jì)劃的

18、安排企業(yè)高層主管對(duì)大客戶的訪問...............................……405.3.7協(xié)助每個(gè)大客戶設(shè)計(jì)促銷方案........……，.......................................……40結(jié)論................................................................................................