Study Of Differentiation Service Management Mechanism And Marketing Strategy On The Basis Of Market Segmentation Theory

With the development of society and the risen of customers’ expectation, it is urgent for Power Supply Enterprise to regulate and normalize their differentiation service in order to improve the power supply level comprehensively. In this paper, we combined domestic-foreign current situation of differentiation service, introduced the problems and challenges existed in providing differentiation service to Zhaoqing Power Supply Bureau, Guangdong Power Grid co. Ltd,protocoled the target goals and work ideas, focused on bringing “important customer differentiation service” into the marketing development programmer, and establishing and improving the Five mechanism i.e. Customer manager mechanism, Service coordination mechanism, Dynamic identification mechanism, Credit evaluation mechanism and Service assessment mechanism according to the general ideas of "Unified planning, Distributed implementation, Mechanism perfection, Standard service,Typical drive and Forming characteristics". During research we’ve collected questionnaires from 52 different clients in Duanzhou district, Gaoxin district, Gaoyao district and Sihui county and visited 16 different places to summarize the customers’ explicit demand and implicit demand from 8 aspects which include Power quality,Power supply reliability,Fault repair,Business expand,CCC(copy,check and charge),Typical drive,Enery saving and VAS(value-added service).Then we made a three-dimensional model including customer demand, customer value and customer behavior based on Market Segmentation Theory, and using clustering method to classify characteristics of customer demand and customer behavior into 5 different customer groups which are Power quality sensitive customer,Power price sensitive customer,Cash flow sensitive customer,Power reliability sensitive customer and Power safety sensitive customer. Finally, based upon the utilization of Marketing Theory and combined the innate limitations of Power Supply Enterprise in marketing strategy choosing, we put forward strategies to promote “3P3C+S” differentiation service, which are, Product, Place, Public relationship, Convenience, Cost, Communication and Security, in order to improve customers’ satification and our reputation comprehensively.