Research On The Services Marketing Strategy Of Electric Power Design Institute

From 1980s, the competition of the electric power design market became more and more intense with the development of the electric power industry and the reformation of the electric power organization system. In the present market environment, the electric power design marketing has a new opportunities and challenges. The marketing status and functions become much more important than before, the electric power design profession should comply with the market direction and adjust the marketing strategy promptly. Using science to formulate our own marketing strategy and using modern marketing theory and method to enhance the market competition strength and servicing the electric power industry.The thesis divides into five partsPart one, services marketing in the electric power design industry. First of all, the thesis reviews the history of the electric power industry and the electric power design profession. Next the thesis analyzes the special marketing strategy in the electric power design profession, the information processing system in the electric power design profession, the electric power design profession marketing present situation and the main question: The policy guidance has significant influence in the electric power market; the consumer has changed the demand of the design institute product quality and service; The oversea consultation enterprise and the domestic large-scaled electric power investment company that has developed the consultation service technology causes the intense market and human resource competition; The electric power design market has transformed from the seller market to the buyer market. Finally, the thesis elaborates the value and the function for the marketing strategy design.Part two, service quality and the productivity increases the strategy. First of all, the thesis carries on the elaboration to the service quality and the productivity definition and its frame. Then, proposes some viewpoints about good relationship between the service quality and the productivity: The customer decides the service quality that is provided by the enterprise. The customer will be satisfied if the service quality is better than the customer's expectation; Enhances personnel's' service skill and raises their active work manner; In some special situations, the service quantity can be increased by suitably reducing the service standard; Increasing some service equipments to increase the service quality; Designing and creating more effective service ways to substitute the original low productivity service way; Customers help themselves, reduces the enterprise staffs'work pressure; The service enterprise should not reduce the cognition service quality while increasing the productivity, otherwise gain does not equal the loss. The thesis proposes two points to increase the electric power design profession's service quality, to achieve the purpose of the combination between the services marketing and communication: Firstly, to develop the service organization, and enhance the management of service promises; Secondly, to develop the information service structure, and build a good communication policy between internal and external enterprises.Part three, the strategy of human resources management. The electric power design enterprise often faces difficulty with the talented person loss and demand at present; this is also the question that has continuously puzzled the electric power design enterprise. Facing this kind of stern situation and basing on our country's human resource management present situation, unifying the strategic human resources management coordination theory and the successful enterprise experience, the thesis proposes the retention of outstanding staff's conformity strategy. This model includes three strategy units: employment and the socialization; the staff professional profession management; the rewards and the motivation. The achievements and compensation are the two focal points or the essential link in the human resource strategic drive mechanism. In the modern human resource management, usually the position analysis, the achievements inspection and the compensation management in the human resources management is the three key works, these three also have a close relationship. The salary rank determination mainly based on the position analysis, the achievements inspection is also an important necessary system to implement the plan.. In the present enterprise, the compensation and the material compensation is still an important tool to drive the staffs, the reasonable compensation system and the necessary achievements system of examining and assessment can generally enhance staff's fair feeling, also can strengthen their work satisfactory feeling.Part four, the marketing strategy among the electric power design industries. First of all, the thesis introduces the theory of the relationship marketing, in the theory upholstery, analyzes relationship marketing strategy in the electric power design profession. The customer relationships are core part among each relationships, also decides the realization of the enterprises'product and the service value. The electric power design enterprise's development is decided by the value that the customer provides to. When developing the relationship marketing, the company should have the financial relationship with the customer, but only has the financial relationship is not enough, the competition should be brought to a higher level, truly forms the enterprise's omni-directional competitive ability. The exchange of opinions between the serving personnel and the customer is helpful to enhance the customer's satisfaction. Most of the design institutes have come up a"competes partner"relationship that is to simultaneously develop and compete with the competitor.Part five, related explanation. Briefly introduces the enterprise culture construction, the section discusses the marketing and the coordinate question of the electric power organizational reformation and so on. The enterprise culture is a whole union which is about the basic faith, the common values, the moral standard, the behavior criterion, the social role and the humanities pattern that is approved, accepted, disseminated and complied by the entire organization member. The business culture bases on the profession culture and is formed by the mutually affects between management culture and the organization culture.Not only the electric power design enterprise will have a intense competition in the electric power design market, but also the enterprise will have a heavy pressure from the competitors abroad in the future. We should use the advanced marketing principles to research and build a marketing strategy that can suit the present market environment as soon as possible. We can only increase the enterprise's competition ability by changing the old marketing strategy, researching the advanced services marketing principles, learning and using the modern experience from the successful enterprises, designing and using the scientific,the systematic,the mature and the reasonable services marketing strategies that suit ourselves. We should reasonable design the services marketing strategy, evaluate and correct the strategy in daily work, all this should base on learning and using the advanced experience and our situation.