The Research Of Electricity Marketing And It's Customer Relationship Management

Marketing theory has been and developed nearly one century, but it is just in 1990's that introduce the marketing theory to electricity company management abroad. In our country, it happens in recent years. Customer relationship management is a new theory which is also put forward in recent years, but it develops very fast. Many of electricity company don't know what is electricity market, marketing tactics and customer relationship management, don't understand the content of electricity customer relationship management and its technology. So, it is just in a initial stage that the research on the electric marketing tactics and electricity customer relationship management both domestic and abroad. There are still a lot of things which should been solved.Based on the theory of marketing and customer relationship management, considering the characteristic of electricity industry and electricity production, this paper puts forward the research in details on the following questions; (1) It illustrates the basic concepts and characteristics of electricity industry; (2) Making a thorough analysis both the main contents and it's value of electric customer relationship management and the technique conditions; (3) Giving a clearly analysis about customer relationship management from the angles of economics, management and value chain; (4) Illustrating the data mining theory and analytic hierarchy process and their applying in electricity customer relationship management.In the same time, this text gives a practice example that how does the XiangFan power company apply the above theories, and shows their reasonableness, science and effectivity about the electric marketing theory and the customer relationship management.