發(fā)布時(shí)間：2018-03-06 08:18

  本文選題：項(xiàng)目管理　切入點(diǎn)：市場(chǎng)營(yíng)銷　出處：《華北電力大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著當(dāng)前我國(guó)的電力體制改革不斷深入,市場(chǎng)化進(jìn)程不斷推進(jìn),國(guó)家電力企業(yè)不斷調(diào)整和轉(zhuǎn)變?cè)械墓芾砟Ｊ郊敖?jīng)營(yíng)理念。論文結(jié)合國(guó)內(nèi)外最新的項(xiàng)目管理發(fā)展現(xiàn)狀,對(duì)企業(yè)項(xiàng)目管理的相關(guān)理論進(jìn)行簡(jiǎn)單介紹,指出當(dāng)前的營(yíng)銷管理模式中存在的問(wèn)題,在市場(chǎng)營(yíng)銷活動(dòng)中運(yùn)用項(xiàng)目管理成為了實(shí)際工作的要求。 論文對(duì)項(xiàng)目管理的內(nèi)涵和特點(diǎn)、結(jié)構(gòu)進(jìn)行系統(tǒng)闡述,對(duì)信用風(fēng)險(xiǎn)管理進(jìn)行了簡(jiǎn)單介紹,指出對(duì)供電企業(yè)客戶進(jìn)行信用等級(jí)評(píng)價(jià)的必要性及意義�；诠芾砗蛯�(shí)施層面提出在市場(chǎng)營(yíng)銷活動(dòng)中運(yùn)用項(xiàng)目管理的意義,對(duì)項(xiàng)目管理的目標(biāo)、組織、方法進(jìn)行深入研究,對(duì)市場(chǎng)營(yíng)銷項(xiàng)目管理的實(shí)施步驟與關(guān)鍵環(huán)節(jié)的具體應(yīng)用進(jìn)行了闡述�？蛻羰瞧髽I(yè)的生存基礎(chǔ),客戶的信用關(guān)系到企業(yè)的健康穩(wěn)定發(fā)展,對(duì)供電企業(yè)客戶的信用等級(jí)進(jìn)行評(píng)估,并對(duì)其信用風(fēng)險(xiǎn)進(jìn)行有效管理是供電企業(yè)所面臨的一個(gè)重要而迫切的問(wèn)題。論文通過(guò)借鑒國(guó)內(nèi)外關(guān)于信用評(píng)價(jià)方面的研究成果,對(duì)用電客戶進(jìn)行了分類,并對(duì)用電客戶的信用進(jìn)行評(píng)價(jià),建立了工業(yè)用電客戶的信用評(píng)價(jià)體系,制定信用評(píng)價(jià)標(biāo)準(zhǔn),用層次分析法對(duì)客戶的信用進(jìn)行評(píng)價(jià)。論文結(jié)合供電企業(yè)的實(shí)際情況,分析當(dāng)前電力企業(yè)面臨的困難,以廣州供電局的實(shí)際營(yíng)銷狀況為例,進(jìn)行了信用評(píng)價(jià)與營(yíng)銷管理的研究。同時(shí),論文指出針對(duì)不同等級(jí)信用的用電客戶,應(yīng)采取差異化的營(yíng)銷管理,提出相應(yīng)的管理對(duì)策,以確保企業(yè)的穩(wěn)定運(yùn)行及利益實(shí)現(xiàn)。
[Abstract]:With the deepening of China's electric power system reform and the continuous advancement of the market-oriented process, the national power enterprises constantly adjust and change the original management mode and management concept. The paper combines the latest development status of project management at home and abroad. This paper briefly introduces the relevant theories of enterprise project management, points out the problems existing in the current marketing management mode, and applies project management in marketing activities to become the requirement of practical work. In this paper, the connotation, characteristics and structure of project management are systematically described, and the credit risk management is briefly introduced. This paper points out the necessity and significance of evaluating the credit rating of customers in power supply enterprises. Based on the management and implementation, the significance of applying project management in marketing activities is put forward, and the objectives, organization and methods of project management are studied deeply. This paper expounds the implementation steps of marketing project management and the concrete application of key links. Customer is the survival basis of the enterprise, the customer's credit is related to the healthy and stable development of the enterprise, and the credit grade of the power supply enterprise's customer is evaluated. It is an important and urgent problem for power supply enterprises to manage their credit risk effectively. The credit evaluation system of industrial customers is established, the credit evaluation standard is established, and the credit of customers is evaluated by analytic hierarchy process (AHP). Based on the analysis of the current difficulties faced by electric power enterprises, taking the actual marketing situation of Guangzhou Power supply Bureau as an example, the credit evaluation and marketing management are studied. The differential marketing management should be adopted and the corresponding management countermeasures should be put forward in order to ensure the stable operation of the enterprise and the realization of its benefits.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.61

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本文編號(hào)：1574039