基于指标体系的电力营销薄弱环节定位分析

Weak Point Analysis for Electric Marketing Based on the Indices System

以水电企业为案例,结合其营销工作特性,探讨了营销绩效评价的几个相关问题,利用其影响因素、表现形式、评价指标等建立了新的营销分析指标体系。该体系能在水电企业出现营销绩效滑坡时,通过构造缺陷树的方法逐层追溯关键指标,通过因素分析定位营销薄弱环节,分析问题的根源并提出解决手段。水电企业实例分析及研究表明:该方法能定位出目标年份的营销薄弱环节,分析营销策略优劣,有效地为决策工作提供支持。

This paper cites an example of hydropower enterprise Combining marketing characteristic to research some problems of marketing operation performance. A new indices system eonsidering the influence factor, behavior and evaluating indices is built. The indices system can find the weak point and locate the key indices when the operation performance has reduced. These analysis and calculation model will be of some value to the hydroelectric enterprise participating in the service market.