Research On The Strategy And Application Of CRM-oriented Marketing Of Electricity Enterprises

The reformation of electric power market in our country has been going through step by step. Because of the reformation, electric power enterprises are confronted with a lot of problems, especially marketing strategy. Then, how to exploit the power consuming market, develop the potential sale of electric power, and enlarge the market share of the region by organizing efficient marketing system, effective marketing strategy and the service system are the problems that have to be dealt with urgently by the electric power enterprises.In this paper, the customer relationship management is introduced to the electric power marketing, and the marketing strategies based on power marketing customer relationship management are put forward. In the first part of this article, the power marketing concept have been recommended, the characteristics of power products and power marketing are analyzed, the power marketing environment has been analyzed from three angles: macro circumstance, micro circumstance and competitors, and the customer delivered value and customer satisfaction theory have been introduced. Secondly, the concept, generation background and characteristic of customer relationship management are introduced. Besides, the component and function of CRM system have been given. Then based on this, the necessity for enterprises to conduct customer relationship management has been explained. The characteristics of customer relationship management of power enterprise and the function of the system are also analyzed. Thirdly, the marketing strategies based on power marketing customer relationship management are put forward. It is pointed out that the marketing strategies include two aspects: Implement whole oriented service marketing and construct CRM system. Marketing strategy is the concrete reflection of the service conception that considers the customer as its kernel, while the CRM system provides a software support for service marketing. Finally, the marketing strategies and marketing information system of Chongqing electric power company have been performed to validate the feasibility and effectiveness of marketing strategies based on customer relationship management.The main achievements of this paper are as follows. First, the necessity of customer relationship management of power enterprises is illuminated. It is pointed out that the characteristics of customer relationship management of power enterprise are closely related to the characteristics of the process. Then based on the customer delivered value and customer satisfaction theory, the power marketing strategies of Chongqing electric power corporation are put forward. And the feasibility and effectiveness of the power marketing strategies are verified by the research of Chongqing electric power company.Through the research of this paper, the marketing concept of electric power enterprises can be reformed. Besides, It can not only provides a reference to the power demand stimulation, potential market mining and power distribution, but also promotes the benign development of power enterprises to obtain the win-win of enterprises and social benefit.