泗水彩虹工程中的电力营销审计

发布时间：2019-01-17 07:44

【摘要】： 电力营销审计是一系统性的营销控制工具。目前中国电力营销活动中存在诸多问题,需要电力市场营销评价和营销控制发现营销活动中的问题,发掘电力营销活动中的机会,以进一步提高营销管理水平,改进服务营销活动绩效。因此,对于电力营销审计这一问题进行研究,不仅具有一定的学术价值,也具有较强的理论意义。本文首先对国内外营销审计目前研究现状进行了概述,归纳了相关各理论;接着分析了营销审计的内容与现有方法,并比较分析了各种方法的优缺点;然后结合泗水“彩虹工程”的实际案例进行了全面的电力营销审计,包括市场营销环境审计、服务审计、战略审计、组织审计、系统审计及客户信任审计等,并根据审计结果提出相关建议。最后,探索了目前中国营销审计尚存在的问题及原因,尝试提出改善对策。
[Abstract]:Electric power marketing audit is a systematic marketing control tool. At present, there are many problems in the electric power marketing activities in China. It is necessary for the evaluation and control of electric power marketing to discover the problems in the marketing activities and to explore the opportunities in the electric power marketing activities in order to further improve the level of marketing management. Improve the performance of service marketing activities. Therefore, the research on electricity marketing audit not only has certain academic value, but also has strong theoretical significance. This paper first summarizes the current research situation of marketing audit at home and abroad, summarizes the relevant theories, then analyzes the content and existing methods of marketing audit, and compares the advantages and disadvantages of various methods. Then combined with the actual case of Surabaya "Rainbow Project", a comprehensive electric power marketing audit is carried out, including marketing environment audit, service audit, strategic audit, organization audit, system audit and customer trust audit, etc. And according to the audit results of the relevant recommendations. Finally, the paper explores the existing problems and causes of China's marketing audit, and tries to put forward some countermeasures.
【学位授予单位】：华北电力大学（北京）
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.61;F239.6

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