| Electric energy,as a clean energy,has gradually become one of the main sources of energy consumption in various countries.With the reform of the power industry and continuous technological breakthroughs,my country’s power industry is booming.However,the current level of marketing research in power companies is relatively low,and the implementation and evaluation of marketing strategies still require in-depth research.On the one hand,power companies do not have a deep understanding of marketing strategies,and power companies also pay more attention to technology and often ignore marketing strategy research;on the other hand,the current research on the evaluation methods of power companies’marketing strategies is also very limited,resulting in power companies often There is a lack of feedback mechanisms for whether their own marketing strategies are correct or not,whether they meet the needs of the market and users.In order to improve power companies understanding of marketing strategy theory and practice,and to objectively and scientifically evaluate power companies’current marketing strategies,this article clarifies the concepts and development status of power companies’marketing strategies based on customer satisfaction(CCSI).The evaluation model of the marketing strategy of electric power enterprises.Based on the power products,electricity price,power promotion,quality service and public relations of the power companies’s marketing strategy,combined with marketing theory,establish the first-level indicators of the power companies’s marketing strategy,including:power companies image,customer expectations,quality perception.There are 6 items including value perception,customer satisfaction and customer loyalty,with a total of 18 secondary indicators.According to expert scoring and principal component analysis,the weights of various indicators are comprehensively determined to construct a marketing strategy model for electric power enterprises based on customer satisfaction.Based on the establishment of the evaluation model,the B power companies is selected as the empirical research object to carry out the evaluation and analysis of the current marketing strategy of the B company.Using questionnaire surveys,conduct customer satisfaction surveys on Company B,and conduct preliminary analysis of the results of the survey statistics.The results show that the total marketing strategy score of B Power companies is 87.88.The corporate image score is 13.33;customer expectation score is 17.94;quality perception score is 14.33;value perception score is 16.13;customer satisfaction score is 13.95;customer loyalty score is 12.20.According to the calculation results,the scores of customer loyalty are the lowest one.According to the status quo of B Power companies,the counter measures to the marketing strategy are proposed,including:enhance the brand image by Place,and improve the quality of service by Product.The empirical evidence proves that the power enterprise marketing strategy model based on the customer satisfaction model has good application effects in practical applications.Carrying out research and evaluation on the marketing strategy of electric power enterprises is conducive to better marketing and management marketing,enhancing the relationship between enterprises and users,and promoting the long-term development of the market while obtaining economic benefits. |
