电网企业营销业务模式转型设计 本书特色

新一轮的电力体制改革是以市场化为导向，聚焦还原电力产品的商品属性，将有序放开输配环节以外的竞争性环节电价，有序向社会资本放开配售电业务。在售电环节，市场的竞争性和产品的同质性矛盾，要求售电企业必须重视产品品牌化和服务差异化建设。对电网企业而言，要想在售电侧市场放开的过程中获得先发优势，就必须重视并解决这一问题。本书是对电网企业营销业务模式转型的有效尝试，包含4章，第1章是概述，探讨电网企业所处的外部环境，能源消费者需求的变化，分析电网企业营销业务转型的方向；第2章探讨电网企业营销业务转型的方法和思路；第3章是对电网企业营销业务模式转型设计的探索与实践，从管理模式和业务模式两个阶段来梳理营销业务模式转型的思路；第4章则为电网企业的营销业务模式转型进行总结和展望。

电网企业营销业务模式转型设计 内容简介

本书共4章, 内容包括: 电网企业营销业务模式转型设计方法与思路、电网企业营销业务模式转型设计探索与实践、总结与展望等。

电网企业营销业务模式转型设计 目录

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

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