基于客户价值的电力企业市场营销策略研究

Research on Marketing Strategy of Electric power Enterprise Based on Customer Value

随着社会消费观念的不断提升,对供电服务质量的要求不断提商。但大多数电力企业至今仍末建立客户大数据分析模型,未能有效掌握客户需求,还不能满足不同价值的客户群体的个性化需求,直接制约了供电服务向精细化管理的发展。基于客户价值理论,提出了更加精准的用户营销策略,帮助用户合理用电,改善效能效益,并促进供电企业增供扩销,改善服务模式,提升企业运营效率。

With the continuous improvement of social consumption concept, the demand for power supply service quality is constantly promoting. However, most electric power enterprises still do not establish customer Big Data Analysis model, can not effectively understand customer needs or meet the individual needs of different value customer groups.This directly restricts the development of power supply service to fine management. Therefore, based on the customer value theory, this paper proposes a more accurate customer marketing strategy to help customers to use electricity rationally, improving efficiency and benefit, and promote power supply enterprises to increase supply and expand sales, which improves service mode and the efficiency of enterprise operation.