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Power Supply Enterprise Marketing Business Management System Optimization Based On CRM

Posted on:2015-08-02Degree:MasterType:Thesis
Country:ChinaCandidate:N GeFull Text:PDF
GTID:2298330431481222Subject:Industrial engineering
Abstract/Summary:PDF Full Text Request
In recent years, the reform of the electricity market deepening, from the initial "separation of plant and grid"、"bidding to the nearest open" to the high voice of a new round of electricity reform program, that,"open sale of electricity, the introduction of private capital".we can foreknow that, break the monopoly of the power industry structure, market competition has become an inevitable trend. Overseas has the advantages of power supply enterprises and other alternative energy into large, users need not by power supply enterprises can buy electricity directly to power companies, which makes the power supply enterprise competitive pressure gradually increased.Electric power industry is in transition from an enterprise to service enterprise process. Service enterprises requires that we establish a complete service chain, forming a rapid response to market mechanisms and flexible marketing system, to adapt to the changes of market and customer demand, improve work efficiency, to one-on-one personalized service from the unified model of service. How to reflect the customer centered management idea in the power marketing management process, how to carry out a full range of on demand side management of customers, the establishment of interactive relationship with customers,prospective analysis, trend, enhance the accuracy of the demand forecast and decision support is effective, achieve a win-win of enterprise and customer, is the new subject of power supply enterprises.Therefore, the China State Grid Corp used "SG186" marketing management system as the research object, with advanced management theory as the guide, combining the power supply enterprise business practice, the proposed scheme system, the optimization model is constructed, in order for the China State Grid Corp and other companies to further promote the information construction of power supply enterprise marketing, the successful implementation of enterprise transformation for reference.Firstly, in the enterprise marketing management of successful customer relationship management (CRM) theory, CRM is a customer centered business game, very much in line with the positioning service type power supply enterprises. Then, study the implementation of CRM must be the business process reengineering (BPR) theory, the main application of BPR, can realize the optimization for the improvement of existing system. On the basis of theoretical research, combined with the power supply enterprise marketing practice, elaborated the optimization scheme of power supply enterprise marketing management system. The professional module restructuring plan designed to customer data center, the data management method based on the time axis, to realize the effective management of massive customer data. Through the establishment of accounting scheme of business rules, and CCC optimize business processes, improve the core business process execution efficiency. This paper adopts integrated step business management business process, reduce the burden on the system, but also increase the system flexibility and scalability. The preliminary design of the project value evaluation system of intelligent query module and the customer, make up for the deficiency of the original system based on management and customer segmentation. Finally, the paper from the application level, customer level and decision-making layer facing the system optimization scheme for the effective verification.
Keywords/Search Tags:Customer Relationship Management(CRM), Business ProcessReengineering(BPR), Marketing Management of Power Supply Enterprise
PDF Full Text Request
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