关于天然气批发环节客户评价体系及精准营销的思考

近年来,中国天然气行业市场化改革不断深化,市场原有竞争格局受到挑战,但供应商现有客户评价管理较为粗放,客户评价体系不尽完善。新形势下的天然气行业客户评价及精准营销体系亟待建立,新体系遵循的原则包括:多维衡量,因地制宜;分类细化,量化评价;结合场景,灵活运用。可依据"销量、价格、效益、信用、协作"5个维度及15个指标,选取所需指标并赋予权重,获取指标数据源,运用分数归类定级方法进行判断。客户评价是工具,精准营销是措施。建议从做好精准营销基础项目、立足本职工作替客户分忧、运用大数据探索精准营销3个层面进行规划与升级。

Thinking on the customer evaluation system and precision marketing in wholesale of natural gas

In recent years,the market-oriented reform of China’s natural gas industry has been increasingly deepened,and the original competitive pattern of the market has been challenged.However,the existing customer evaluation management of suppliers is relatively extensive and the customer evaluation system is not that perfect.In the new situation,the natural gas industry customer evaluation and precision marketing system needs establishing urgently.The new system follows such principles as multi-dimensional measurement,adjusting measures to local conditions,classification refinement,quantitative evaluation,scenario combination,and flexible using,which can be based on 5 dimensions and 15 indicators of"sales volume,price,benefit,credit and cooperation",the required indicators can be selected and weighted,the indicator data source can be obtained,and the score classification and grading method can be used for judgment.By using of customer evaluation and precision marketing,it is suggested to plan and upgrade precision marketing from three aspects,namely,completing basic projects of precision marketing,sharing customers’worries based on their own work,and exploring precision marketing for 3 levels with big data.