电网企业营销业务模式转型设计

前言第1 章 概述 ················································································ 11.1 电力市场的重塑 ··································································· 21.1.1 政治环境的变化 ······························································ 31.1.2 经济环境的变化 ···························································· 101.1.3 技术环境的变化 ···························································· 121.1.4 对电网企业的影响 ························································· 191.2 能源消费者需求的转变 ·························································211.2.1 能源消费者的新特征 ······················································ 211.2.2 能源消费者的新要求 ······················································ 271.2.3 数字化能源消费者的特点 ·················································281.3 电网企业综合能力的培育 ······················································291.3.1 四大核心能力 ································································301.3.2 四大营销能力 ································································35第2 章 电网企业营销业务模式转型设计方法与思路 ··························· 372.1 电网企业营销业务模式转型设计方法 ·······································382.1.1 坚持以客户为中心 ··························································392.1.2 努力融合“互联网 ” ························································402.1.3 推动营销业务转型 ························································· 412.2 营销业务模式转型设计思路 ··················································· 442.2.1 营销管理模式设计 ························································· 452.2.2 营销业务模式设计 ························································· 47第3 章 电网企业营销业务模式转型设计探索与实践 ···························· 513.1 营销管理模式设计 ······························································· 523.1.1 营销业务全景图 ···························································· 533.1.2 营销业务价值链 ···························································· 653.1.3 价值目标 ····································································· 893.1.4 客户价值取向 ······························································· 943.2 营销业务模式设计 ····························································· 1003.2.1 业务定义和定位 ·························································· 1003.2.2 分群客户营销服务工作标准矩阵 ····································· 1053.2.3 差异化服务策略 ·························································· 1153.2.4 业务流程优化 ····························································· 1193.2.5 系统设计要求 ····························································· 128第4 章 总结与展望 ···································································· 1334.1 总结 ··············································································· 1344.2 展望 ··············································································· 137参考文献 ··················································································· 140