电力客户生命周期模式研究与营销方案设计

电力客户具有生命周期,电力客户生命周期是指电力客户关系水平随时间变化的发展轨迹,它描述了客户关系从一种状态（一个阶段）向另一种状态（另一阶段）运动的总体特征。本文的研究目标就是基于电力客户的特殊性,提出了电力客户生命生命周期的划分及各阶段的特征。给出了表征电力客户关系发展水平的变量,对各个表征变量,在电力客户生命周期周期各阶段的变化趋势进行分析和研究,并根据各表征变量在各生命周期不同阶段的变化情况,给出典型的电力客户生命周期曲线。从而分析、研究并建立电力客户的生命周期模型,基于生命周期理念,提出新的电力客户细分方法,即：基于电力客户生命周期理念的客户分类,并针对不同细分客户制定相应的营销策略。

Research on Power Customer Life-cycle Mode and Marketing Strategy

Electricity customers have life cycles,and the customer life cycle of electricity means the development path of the level of electricity customer relationship over time,which describes the general characteristics of the movement that the customer relationship moves from one state（a phase） to another.The goal of this paper is to propose various life stages of the life cycle and their characteristics,based on the special nature of electricity customers.The variables that represent the level of customer relationship development are given.As for the characterizations of these variables,we analyze and research the trends in different stages of the customer life cycle,and give out the typical curve of the electricity customer life cycle based on the characterization of variables in different stages of the life cycle.And we analyze research and establish the electricity customer life cycle model,and based on the life cycle concept,we propose new electricity customer segmentation,that is,classifying the customers based on the concept of electricity customer life cycle and developing appropriate marketing strategies for different customer segments.