Research On Key Account Management Information System Based On CRM In Power Supply Company

With the deepening of the reform of electric power system industry and the improvement of electric power market,customer service in power supply enterprises are more important than before.At the same time,with the separation of electricity generation system and power supply system,power supply enterprises in state are confronting more and more furious competition.It is the vitally important topic for power supply enterprises to provide the high quality service to customers and develop new customers and new point of margin growth.In recent years,CRM(Customer Relationship Management) and KAM(Key Account Management) have become crucial issues for many companies.In China,it's only several years ago when marketing theory was firstly introduced to electric power suppliers.So it's easy to understand that the key account management is an even more brand-new thing.Some of domestic power companies have set up specialized services for VIP key account one after another,but lack of experience and the information technology support,there are still lots of programs in KAM.So it's necessary to build up the key account management information system.The research of this paper,which is aiming at Zhenjiang Power Supply Enterprise,based on the Object-oriented method,analyses and designs the key account management information system of Zhenjiang Power Supply Enterprise. Firstly,the theory of CRM,KAM and mutual functions and effects is expatiated. Based on that,the analyzing model of CRM activity is set up and the status about Zhenjiang Power Supply Enterprise is analyzed.To solve those problems existed in status of KAM,a solution is proposed,which is setting up a key account management information system of Zhenjiang Power Supply Enterprise.Finally,the requirement analysis and the design of the system was expatiated,especially the expansion project module and the key account identifying module.Based on the object-oriented perspective in Software Engineering theory,the business expansion project module is analyzed and designed by using the UML.It also introduces the key technologies and support systems which are necessary to achieve the system.Data Mining is used by the key account segmentation module.In this part,it introduces the application of Data Mining in the key account segmentation module, and conducts an empirical analysis about the application of this module in the environment protection and energy conservation.Based on the "Environment Protection and Energy Conservation Four-range Module",the customers are divided into several categories by using AHP(Analytic Hierarchy Process).And on this basis of the breakdown for each customer group characteristics of the analysis,the corresponding marketing strategies are proposed,which can provide the personalized service to key accounts.Through setting up the key account management information system,it can greatly facilitate the key account management in Zhenjiang Power Supply Enterprise, improve efficiency,and provide more quality services to the key electric power account.