“臻享+”大客户泛在物联营销模式研究

Research on the precise marketing model of“Enjoy +”major customers

中文关键词: 电力大客户  价值分级  科学用电指数  精准营销

英文关键词: major power customers  value grading  scientific electricity index  precision marketing

中文摘要:

      随着售电市场开放竞争以及人民对美好生活和优质供电服务需求的不断提升，传统的电力服务已经不再适应当前形势，如何为电力大客户提供更优质的服务已成为电力市场竞争的聚焦点和制高点。结合经济价值、发展潜力、信用价值、社会价值等多个维度，构建电力大客户价值分级模型；从大客户用电的技术能效、经济能效、管理能效等方面综合考虑，构建客户科学用电指数模型。通过构建融合电力大客户价值分级和科学用电指数的电力大客户综合评价模型，运用大数据技术深入分析用户的各项用电行为，全面感知用户需求，制定精准营销策略，推出“臻享+”大客户精准营销模式，为电力大客户提供多元化、个性化、定制化的能源服务和增值服务，提升国网公司的市场竞争力和经济效益。

英文摘要:

      With the open competition of electricity market and the increasing demand of people for a better life and high-quality power supply services, the traditional power service has no longer adapted to the current situation. How to provide better service for large power customers has become the focus and highlight of power market competition. Combining economic value, development potential, credit value, social value and other dimensions, a value classification model was built. A customer’s scientific electricity consumption index model was built from the aspects of technical, economic and management energy efficiency of major customers of electric power. Big data technology was used to analyze the user’s various power usage behaviors deeply and comprehensively perceive users’needs and formulate precise marketing strategies. Precise marketing model of“Enjoy+”major customers was proposed to provide diversified, personalized and customized energy services and value - added services for major power customers,and enhance the market competitiveness and economic benefits of the State Grid Corporation.