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Research of the Market Service Strategy of Dalian Electric Company in Changhai

Author: WangYang
Tutor: WangBaiLing
School: Dalian Maritime University
Course: Business Administration
Keywords: Marketing Strategy Power Consumption Power Supply Company
CLC: F426.61
Type: Master's thesis
Year: 2011
Downloads: 68
Quote: 0
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Abstract


Service marketing is the enterprise is fully realize the meet under the premise of consumer demand, in order to fully satisfy consumers need to be in the marketing process taken by a series of events. With the traditional marketing way in comparison, the service marketing is a kind of marketing idea, the enterprise marketing is service, and the traditional marketing way is just a sales means, the enterprise marketing is the specific products. In the traditional marketing way, consumers buy products means that the completion of a deal, though it also has the product post-sale service, but that’s just an solve the functions of the product after-sales maintenance. And from the service marketing concept understanding, consumers buy products only means that sales of the work not start over, enterprise concerned not only is the success of the product sold, the more attention is paid to the consumer in the enterprise through the products enjoy the services provided by the whole process of feeling. It can also from maslow’s hierarchy theory of needs to understand:the highest demand is respect people demand and self-realization demand, it is for the service marketing consumer (or people) provides this demand, and the traditional marketing way just with simple meet consumers’ physiological or security in the demand. Along with the progress of the society, the improvement of people’s income, consumers need is not only a product, the more need is the product of the certain or bring personalized service, so as to have a kind of respect and self worth realization feeling, and this kind of feeling is brought about by the customer loyalty. Service marketing is not just marketing in the development of the industry a new trend, it is a kind of social progress inevitable product.Power service marketing is the electric power enterprise thoroughly understand the power of consumer demand to meet the premise, in order to fully satisfy electricity consumers need to be in the marketing process to the floorboard of the series of activities. Service as a kind of marketing mix elements, really cause people to pay attention to this century is the 80 s, the period, the development of science and technology and social productivity improved significantly and the upgrading of the industrial production and the professional development of the accelerated pace, on the one hand, make the product service content, namely the service product increasing concentration. On the other hand, along with the improvement of Labour productivity, the market turned to a buyer’s market, the consumers as income levels of consumption demand improve, they also gradually changes, the demand level also increase, and diversified development to the direction.China’s accession to the WTO, foreign service enterprises have the preemptive opportunities in the mainland market. As the world retail giant wal-mart, carrefour, KFC, McDonald’s, and other famous enterprises in China, and have already putting in the work further on. After joining the WTO, China will be in five years time, gradually unloosening service market, set up the joint venture, the foreign joint venture of the quantity, district, equity of the limitation of also will gradually cancel, which will no doubt to our country produces a great challenge. Services At present, our service market is still in the development stage! A lot of electric power marketing experts say, some service enterprise service personnel in the electric power marketing, service personnel is part of the service, the service personnel’s quality and behavior directly determine the level of service quality. The service quality and service level to meet the needs of customers and service work sloppy or simple appears more service fault chain. Service work is a long-term serial work, it throughout pre-sale, sale and after-sale formed a chain of closely linked.Electric power industry is the national economic and social development of the fundamental industry, as public utilities. Electric power quality of service marketing related to the company’s own existence and development, the company decided to market competitiveness, and eventually affect the company benefits. In the current market competition is fierce day by day situation, electric power company how to grasp the opportunity, realize the stable and rapid development? With the deepening of the reform of the power system, the power supply enterprise may accelerate the steps to the market, power supply enterprises are facing how to each image building, market, and create new problems, establish the benefit to meet the market service marketing training plan will become very important. Now that the electric power enterprise of quality services as the growth of the important role will ring, is more and more obvious.This paper mainly through dalian electric power supply company marketing service strategy of the branch of long beach, the case study of electric power marketing service, and put forward a concrete proposal, so this paper will be divided into the following several parts: The first part is the introduction, this part of this paper mainly introduces the significance, content and method.The second part is related to this part of the main introduction to the theory, the SWOT analysis method, and introduces CRM theories.The third part is the our country electric power market environment analysis, this part of our main electric power market environment now brief analysis and generalization.The fourth part for marketing service strategy implementation, this part of the main application SWOT and CRM theories to analysis the electric power marketing services to the implementation of the strategy.The fifth part is the service marketing strategy of the security measures.

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