供电公司营销执行力评价研究-企业管理专业论文.docx

华北电力大学硕士学位论文 华北电力大学硕士学位论文 I I 摘 要 在当今商业竞争中，执行力已经成为企业综合竞争力的重要构成因素，能决 定一个企业的管理与运营的成败。近几年大多数供电企业都面临着营销执行力低 下而影响整体经济效益的严峻问题。因此，对供电公司的营销执行力进行合理、 准确的评价，进而找到提高营销执行力的措施就显得十分有必要。 本文针对供电公司如何衡量其营销执行力，改进营销质量，提高营销效率， 进而提升整个企业的执行力，乃至综合竞争力等问题，对供电公司营销执行力进 行了综合评价研究。首先，提出了电力营销执行力的概念，即供电公司以营销战 略为导向，通过整合自身资源、提高营销人员素质、合理设置组织结构体系、完 善管理制度、改进营销运营流程和加强执行力文化建设，将营销战略逐级分解为 营销计划、营销目标和营销行动，进而达到完全准确地执行各级营销战略决策的 能力。其次，运用层次分析法（AHP）建立了供电公司营销执行力评价指标体系， 该指标体系包括财务目标执行效果、运营目标执行效果、客户满意等定量一级指 标和人员素质、组织结构、管理制度、运营流程和企业文化等定性一级指标。一 级指标下总共包含有 34 个二级指标。再次，采用模糊综合评价与序关系法（G1 法）相结合的方法对供电公司的营销执行力进行综合评价。最后，将构建的评价 模型应用于烟台供电公司的营销执行力评价中，进行了实证研究，为供电企业管 理者制定提升营销执行力方面的决策提供了科学的理论依据和实践参考。 关键词：执行力；营销执行力；供电公司；层次分析法；模糊评价；序关系分析 法 II II Abstract In todays business competition, execution has become an important factor to the competitiveness of enterprises, and it can affect the success and failure of the management and operation of an enterprise greatly. Related surveys in recent years show that a majority of enterprises are facing serious low execution problems, which affect the overall economic benefits of the enterprises. Therefore, a reasonable and accurate evaluation of marketing execution is very necessary for power supply companies. In allusion to how to measure electric power supply companies marketing execution, and how to improve their marketing quality and efficiency, and then increase the whole enterprises execution and comprehensive competitiveness, this paper put forward the concept of the electric power marketing execution, that is the power supply companies abilities of using marketing strategy as a guidance, and integrating its resources, improve the quality of the marketing personnel, setting up reasonable organizational structure system, perfect management system, improve the marketing operation process and strengthening the construction of execution culture, decompose the marketing strategy step by step into marketing plan, marketing objectives and marketing operations, thus achieve completely and accurately ex