杭州市电力局市场营销大客户管理模式研究-企业管理专业论文.docxVIP

摘要大客户管理(KAM)是近年来发展起来的理论，并已在电信业、银行业等领 摘要 大客户管理(KAM)是近年来发展起来的理论，并已在电信业、银行业等领 域获得成功应用。就我国电力行业而言，市场营销理论才刚被引入，大客户管理 的理论研究则几乎是空白。很多供电企业虽然推出了大客户服务的措施，然而缺 乏理论指导。本文正是针对这一现状，通过对大客户管理理论的研究，试图为我 国供电企业的大客户管理提供一个有效的管理模式。 本文以杭州市电力局为研究对象。首先分车斥了杭州电力市场营销的背景与现 状，而后在大客户与大客户管理理论阐述的基础上，分析了杭州市电力局大客户 管理的现状与存在的问题。通过这些理论与现状分析的铺垫，本文将研究重点放 在构建杭州市电力局大客户管理模式上。在所构建的大客户管理模式中，本文着 重探讨了大客户界定、大客户专项服务、大客户管理流程、组织体系、系统支持 等几个核心要素的内容及其相互之间的关系。为确保大客户管理模式的现实可行 性，本文还探讨了大客户管理模式实施时可能存在的难点，并给出了相应对策。 本文的研究以理论为基础，结合工作实践，构建了杭州市电力局大客户管理 的模式，较具实际操作性。同时，期望本文所建构的模式对于国内其他供电企业 的大客户管理具有参考价值。 关键词：电力；市场营销；大客户；管理模式 AbstractIn Abstract In recent years，key account management(KAM)has become crucial issue for many companies．Driven by some form of 80／20 rule一80％ofcurrent or potential revenues come from 20％of customers—many firms have come to realize that these customers must be treated somewhat differently from the average customer．Of course，it is one thing to recognize that these accounts should be treated differentlyit is quite another to figure out exactly what to do． In China,it’s only several years ago when marketing theory was firstly introduced to electric power suppliers．So it’s easy to understand that the key account management is e、vert more brand-new thing．Without the guidance of the KAM theory,some electric power suppSerS into action ofthe key account service。 The research of this paper is aiming at this circumstance．The paper,based on the theory,focuses to the research of the KAM of the Hangzhou Electric Power Bureau (H．EPB)．Firstly the paper describes the background of the marketing condition of HEPB．After explicating the basic theory of KAM，the paper analyzes the status quo of key accotul忸relation of HEPB．Based on these analyses，it constructs a mode of the key account management of HEPB．The mode is constructed by these core elements：the confirmation of key account；exclusive service of key account；the organization of KAM；the process of KAM；the system support ofKAM．Atter that，it analyzes the bottleneck of execution a