| In 2015,the Central Committee of the Communist Party of China issued the "Opinions on Further Deepening the Reform of the Electric Power System"(Zhongfa [2015] No.9),marking the rapid spread of a new round of power system reform across the country.So far,the power grid ’ s “ universal purchase and sales” model has been broken.With the full opening of the market-oriented power sales business,the market share of major customers that originally belonged to the State Grid power supply company has been seized,which constitutes a form of the operation and development of the State Grid power company that was originally in a monopolistic competition industry.In response to strong external shocks,State Grid power supply companies have established a new service concept of "customer-centric",changed the traditional key customer service marketing models and marketing strategies,strived to create a good business environment,and improved key customer power supply services Quality,occupy market share with high-quality services,and reduce the adverse impact of market-based electricity sales on power supply companies.In the face of rapid changes in the external environment and changes in the characteristics of major customers’ consumer behavior in the digital age,State Grid power supply companies have achieved great results in the process of transforming the new model of major customer power supply service marketing in recent years.In this research context,this paper conducts PEST analysis of the current external environment of service marketing for state grid power supply companies and Porter ’ s five forces model on the industry competition environment by consulting related theories of service marketing in the digital context and referring to the advanced experience of foreign major customer service marketing.Analyze and compare the differences between the traditional service marketing model of power supply companies and the new model of power supply service marketing for major customers based on the technical support of "data center" based on the characteristics of major customers’ consumption behavior in the digital age,and take the power supply company in H city as an example Conduct research and analyze the difficulties encountered in the reform of the new service marketing model.In addition,conduct a SWOT comparative analysis with the new main power sales company in H area,evaluate its current service quality survey,and find the service marketing of the H city power supply company Weaknesses,namely,weak employee service concept and lack of awareness of market competition,rigid existing management models and internal business processes,and under-utilization of the value of big data assets have severely hindered rapid response and precise service to the needs of major customers.In this regard,this article proposes to dig deeper into the value of big data in the digital age,integrate big data technology with the service marketing model of power supply companies,and research and study the new model of power supply service marketing for large customers supported by "data center" technology.The new model is compatible with the service marketing promotion strategy,and the targeted promotion strategy for the large customer service marketing of the power supply company in the digital era is proposed,that is,to improve the service quality of the "front office",and strengthen the application of "middle station" data in the smart grid.Back-end resource allocation and coordination will ultimately enable internal lean management to promote the response speed of key customer needs and create more personalized marketing services required by key customers,so as to break through the service shortcomings in the process of enterprise transformation.It is hoped that the research results of this article can bring positive effects to the marketing development of the State Grid power supply enterprises in the digital age. |
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