Research On Optimization Of Key Customer Relationship Management In Z Power Supply Company

The power industry is of great significance to national economic development and national energy security.In 2015,the national development and Reform Commission officially issued several opinions on further deepening the reform of the power system,and proposed "controlling the middle and liberalizing both ends" as a reasonable choice to deepen the reform of the power system.With the deepening of power system reform,third-party power selling companies began to enter the power market and seize market share.Traditional power supply enterprises are facing unprecedented challenges in the power market.If they want to survive in the increasingly fierce market competition,improving service level and changing market strategy have become the choices that traditional power supply enterprises must make,and large customers are the main contributors to the company’s profits,It needs to focus on and analyze it,so as to effectively enhance its competitiveness.As a traditional state-owned enterprise power supply company,Z power supply company has a relatively backward key customer relationship management system due to historical problems and other factors,resulting in the gradual weakening of the company’s advantage in the power market competition,and the company’s key customer relationship management needs to be optimized.Therefore,through the in-depth study of key customer relationship management,this paper gives targeted relationship management improvement measures,which can actively promote the future development of Z power supply enterprise.Through face-to-face interviews with the company’s internal personnel and sampling questionnaire survey on the company’s key customers,this paper collects the data required for research and analysis,selects the problems existing in the key customer relationship management of Z power supply company,and analyzes and summarizes the existing problems and main causes of the current key customer relationship management of Z power supply company from four aspects: customer value,customer satisfaction,customer loyalty and relationship marketing,Combined with the actual situation of Z power supply company and using relevant theories,this paper puts forward targeted optimization strategies for the improvement of the company’s service level and marketing strategy.After studying and analyzing the key customer relationship management system of Z power supply company,it is found that Z power supply company should strengthen the support ability of the company by building a new internal organization,optimizing the value evaluation standard of key customers and formulating differentiated marketing plan;Improve key customer satisfaction from two aspects: stabilizing power products and power supply reliability and improving the quality of employees in the company;Strengthen the loyalty of key customers from two aspects: enhancing the emotional maintenance with key customers and improving the company’s business environment.Finally,establish a set of scientific,extensible and closed-loop controllable company marketing service system,so that Z power supply company can maintain its core competitiveness in the power market.