Improvement Research On Marketing Management Mode Of Changsha Water Supply Company

The21st century is known as "the century of water". The seriousness andimportance of water have increasingly become a general consensus of the societyfrom all walks of life, and the central government as well as local governments at alllevels now attach great importance to this issue. Water business is going to be one ofthe most rapidly growing industries of China in the future. As Chinese governmentgradually opens the market, competition of water supply companies is increasing forforeign capitals and private capitals access the water market. But meanwhile, thewater business has a non-profit feature since it is a necessity of people’s life. In thisway, the balance of public welfare and profitability should be paid major attention inwater business operation.Based on general principles of marketing and customer relationship managementtheory (hereinafter referred as CRM) and combined features of water business andwater products, this paper discusses the marketing management mode of ChangshaWater Supply Company, demonstrating the necessity of water supply companies tointroduce CRM. On the basis of existing CRM of Changsha Water Supply Company,it proposes the improvement suggestions to the company’s marketing managementmode. The research suggests that the social responsibility and public welfare shouldbe emphasized when water supply companies pay much attention on profitability andsustainable development. How to achieve the balance? Through analysis, problemsexisting in marketing management mode of Changsha Water Supply Company turn tobe: unclear strategy objective, lack of customer management awareness, insufficientattention on collection of customer information, low service consciousness andcustomer satisfaction, lots of overdue bills, water meter management not in place, andlack of awareness of corporate social responsibility.This paper puts forward improvement measures on current marketingmanagement awareness and specific implementation. Water supply companies shouldestablish customer-oriented marketing, and emphasize corporate social responsibilityin marketization progress. As for specific measures, suggestions cover developingcorporate organization reform, adjusting assessment indicators, correcting watersupply layout and improving network marketing. Meanwhile, empirical analysis aboutimprovement effects of marketing management reform of Changsha Water SupplyCompany is conducted with three mmaarrkkeetiing assessment indicators including non-revenue water rate, water charge collection rate and integrated water price. Inaddition, workable suggestions about organization reform, tiered pricing andestablishment of customer information management system are raised.