Customer Segmentation And Differential Service Strategy Of Tianjin Electric Power Company

With the continuous deepening of the reform of China’s electric power system and the gradual opening of the electricity sales side market,traditional electric power enterprises are facing more and more fierce competition.At present,most electric power enterprises generally follow a single service strategy to provide almost equal customer service for all types of customers.This kind of resource allocation often results in insufficient allocation of customer resources with higher value,remaining allocation of customer resources with lower value,and lower overall customer service efficiency of the enterprise.How to optimize the marketing service strategy,improve the efficiency of resource allocation,meet the power demand of different customers,and improve the market competitiveness of power enterprises has become an urgent task for power enterprises.Therefore,power enterprises should be based on customer value,and based on power customer segmentation,to provide differentiated services for customers with different value characteristics.This thesis first studies and summarizes the relevant research data and literature in the field of customer segmentation and customer value.Secondly,the status of customer segmentation in Tianjin Electric Power Company is analyzed,and its marketing environment is analyzed,and the problems and deficiencies of current marketing services are pointed out.Then,the power customer value evaluation system is constructed based on the theory of customer value,and the calculation method and process of customer value are elaborated in detail.Finally,based on the data of electric marketing business system,the customer value of Tianjin Electric Power Company is calculated and analyzed through the evaluation model of customer value index,and the customers are subdivided by K-means cluster analysis method.Finally,the customers are divided into six categories.Based on the classification results,the different customer service strategies are formulated for power enterprises.Customer relationship management and accurate marketing provide some reference.