基于决策场景的天然气客户管理评价体系研究

随着天然气市场规模不断扩大,管网设施逐步独立开放,天然气市场化程度不断加深,用气特征和用气类型也越发复杂,亟需天然气销售企业建立新形势下的天然气行业客户评价及精准营销体系.本文将评价体系的决策场景分为3大类、10个细化的子场景,综合了客户的共性问题、销售部门的共性需求、专家的共性经验等方面的建议,确定了一种基于决策场景的天然气客户管理评价体系.该体系既能包含全部评价指标且具有普适性,又能根据适用场景灵活调整指标和权重并体现差异性.在实际应用中,可以通过决策场景的选择、销售公司锚点的设定、评价指标的组合等满足更多的评价需求.     

天然气销售特点及营销策略之我见

近年来,随着我国社会主义市场经济的不断完善,人们生活质量和水平的不断提高,对天然气这种清洁能源的需求量也逐渐增加,因此只有充分了解天然气销售特点,掌握一定的经营策略才能更好的繁荣我国天然气市场。本文针对天然气销售的现状以及存在的问题,提出几点有效的措施和建议,从而提高我国天然气销售的整体水平。     

基于数据包络分析法模型的天然气客户价值评价研究

随着天然气行业的不断发展,天然气客户规模逐渐扩大,客户的用气指数和类型将更加复杂,需要进行天然气销售企业客户价值评价体系研究。数据包络分析法并不直接对数据进行综合,排除了许多主观因素,具有很强的客观性,且在多投入和产出问题中具有优势。以商品气投入量、销售投入量、成本、运费4项为投入指标,以调峰贡献、回收气费、销售价格3项为产出指标建立天然气客户价值评价体系,采用CCR-DEA模型、BCC-DEA模型进行评价计算,通过技术效率、规模效率、总效率来评价各个决策单元,并通过计算模型的松弛程度来判断DEA模型的有效性。选用部分客户进行初步评价,评价结果显示,设计的模型能够根据天然气市场的变化给企业管理者提供决策建议。     

天然气销售管理环节的几个问题

近年来,清洁、环保、低廉的天然气能源开始越来越多地出现在人们的视野中.它的出现极大地改变了人们的生产和生活方式.而天然气销售管理工作是以保护环境为基点,达到和谐共赢的目标.本文将以河南省油田为例,探讨关于天然气销售管理环节的几个问题.     

传统企业客户体验变革之路——现代营销体系解析之三

正品牌营销可与客户体验旅程结合起来,形成营销管道模型。文章来源于一次有趣的对话,一个风投界的朋友投资了一家做新媒体的公司,我问他"新"在何处,他说了三个关键词,"关注时间"、"强迫度"、"免费",引我频频点头;他反问我,你鼓吹的企业营销转型怎么就"现代"了,我得意抛出"五项能力——定位、互动、转化、分析、技术"(参见10月20日本刊《你的营销在什么"段位"上?——现代营销体系解析之一》),"能不能再简单点?""个性化(Persona),体验旅途(Customer Journey),可衡量(accountability)","再     

基于RFAT模型的加油站客户分类定价营销策略

针对目前传统加油站营销策略中的分类指标过多、客户价值分类不规则等问题,文章提出一种基于RFAT模型的加油站客户分类定价营销方法,利用RFAT模型对模型中的各项指标权重进行详细划分,选择正确的客户样本,从而确定客户的价值分类及分布,根据分类结果选择对应的营销策略,实现对不同用户的精准划分和营销。同时,为了验证该影响方法的可行性,将其与传统营销方法进行对比实验,通过实验进一步得出新的营销方法获得的利润总额更高的论断。     

浅析新时期天然气销售现状及其营销战略

现阶段,我国在天然气的销售方面可以把企业的发展规划与市场、资源结合在一起,构建一个科学合理的营销体系,并且把该体系不断完善,推动天然气市场的建造和发展进程。本文把新时期天然气的销售现状作为切入点,把营销的特点和营销的状况作为基础,具体的了解了天然气在销售过程中存在的问题和缺陷。然后把实践与理论相结合,从多个方面对天然气的销售策略进行了探究,对天然气销售系统的建造和完善有很大的促进作用。     

重构电网营销体系

计量中心和客户服务中心是国家电网公司“三集五大”体系建设中“大营销”体系的重要内容.2013年,国网河北电科院计量中心和客户服务中心均已完成省级集中,并在石家庄高新技术开发区正式投运.河北省级计量中心和客户服务中心的建成,实现了省级计量检定整体授权和电力计量资源和客户服务资源在全省范围内的优化配置,进一步提高了计量工作的公开、公正和公平,增强了公司系统计量工作的控制力和影响力,实现了电力营销自动化系统运维管理,提高了95598客户服务质量,加强了营销稽查监控管理,保证了对有序用电的监控与评价,充分发挥了大营销体系对“三集五大”建设的支撑作用,促进了企业科学发展.     

供电企业客户营销层次及策略研究

通过时供电企业客户关系营销层次的界定与选择以及客户关禾价值确立的分析,提出了针对用电企业来讲供电企业所采取的营销组合方法以及相应的营销策略。     

基于市场法则的煤炭营销体系的构建

本文在对当前煤炭企业营销体系存在的主要矛盾进行论述的基础上,分析了国有,煤炭企业的营销工作现状。基于市场竞争法则,从营销经营理念、运销体系、物流机制几个方面论述了相关策略,以形成适应市场竞争形势的煤炭营销体系。     

基于数据仓库的客户服务系统的设计与实现

探讨了数据仓库在某个电信行业客户服务系统的应用,介绍了基于数据仓库的客户服务系统的基本框架,提出了6个主要客户应用,利用Sybase数据仓库解决方案建立了客户服务系统,并给出了分析用户联络行为的1个应用实例,为电信行业客户服务中心提高服务质量和决策效率提供了新的思路。     

Return on marketing investments in B2B customer relationships: A decision-making and optimization approach

The basic notion of relationship marketing entails that firms should strive for mutually beneficial customer relationships. By combining relationship marketing theory and operations research methods, this paper aims to develop and demonstrate a managerial decision-making model that business market managers can use to optimize and evaluate marketing investments in both a customer-oriented and economically feasible manner. The intended contributions of our work are as follows. First, we add to the return on marketing literature by providing a first decision-making approach that explicitly assesses the optimization of marketing investments in terms of profitability, effort, and resource allocation. Second, we show how the risk of marketing investments can be assessed using sensitivity analysis. By means of an empirical study the versatility of our decision-making approach is demonstrated by assessing various critical decision making issues for business marketing managers in detail.     

低碳绿色增长战略下韩国天然气产业发展及启示

韩国立足本国资源禀赋,围绕社会经济发展和民众关切,制定能源政策和发展规划,能源战略从早期的"供给导向"逐步转向"绿色低碳"。2019年,韩国《第三个国家能源总体规划(2020-2040)》提出将逐步退出核电,阶段性关停老小燃煤机组并禁止新建与扩建,加快发展风能和太阳能,2040年将可再生能源发电占比提高到35%,进一步提升天然气在能源结构中的地位。韩国天然气产业的发展立足引进LNG资源,LNG进口及管网设施建设长期坚持由国有控股公司--韩国天然气公司(KOGAS)主导经营,实行第三方协商准入;同时谨慎稳妥推进市场化改革,渐近式引入民间企业参与LNG资源引进,妥善解决韩国天然气公司持有的国际"照付不议"长期协议的资源采购合同问题。借鉴韩国的天然气产业发展经验,中国的"十四五"规划需全面把握世界能源绿色低碳发展大势,促进天然气消费;支持和引导各类企业"走出去"获取海外天然气资源;稳妥推进天然气结构重组和市场化改革;妥善解决天然气"照付不议"长期贸易合同问题,避免无序竞争;多措并举稳定供应,解决天然气应急调峰问题。     

施工质量管理绩效评估体系构建的研究

要全面、正确地衡量施工阶段的建筑质量管理绩效,就必须科学、合理的选择多种绩效指标,形成一个完整的施工阶段建筑质量管理绩效评估体系。通过对施工阶段建筑质量管理绩效内涵与结构的分析,明确界定了施工阶段建筑质量管理绩效的概念,从施工前的施工准备阶段、施工中阶段和施工后竣工验收前3个阶段遴选了31个评价指标,并运用隶属度分析、相关分析和鉴别力分析对评估指标进行实证筛选,进而建立了施工阶段建筑质量管理绩效评估体系并进行信度检验。     

Applying knowledge management to project marketing in a demanding technology transfer project: Convincing the industrial customer over the knowledge gap

Literature in project and knowledge management has examined knowledge management in projects, but the utilization of knowledge management in project marketing is still largely unexplored. This study examines the links between knowledge management and project marketing activities in a project where the seller wants to convince the potential buyer about a demanding investment project. An in-depth case study illustrates this in a situation hampered by a technical knowledge gap between the parties. The buyer is committed when they can trust the seller's capability to successfully accomplish the project. The seller must criticize and communicate its core and project specific knowledge of technologies and customer needs through project marketing. A framework and implications on knowledge management and project marketing activities in different project phases is presented. It is proposed that knowledge management is a pertinent tool for project marketing as it helps to understand the roles of different knowledge types.     

Strategy type and performance: the influence of sales force management

The basic premise of the strategy implementation literature is that different business strategies require different configurations of organizational practices to achieve optimal performance. Sales force management is a key functional activity and should contribute to the successful implementation of business strategy. In this study, we examine the relationship between multiple sales force management practices and performance within each of Miles and Snow's (1978) strategy types. The explanatory power of the eight models tested is quite high (incremental adjusted R² ≥ 0.25 for six of the eight models). Thus, we find substantial support for the general proposition that the different strategy types require individualized profiles of sales force management practices for optimal effectiveness and that sales force management is important to the successful implementation of business strategy. Copyright © 2000 John Wiley & Sons, Ltd.     

质量体系定量评价模型研究

针对企业质量体系审核中采用的传统的定性评价方法所存在的缺陷,以模糊层次评价法为基础,分别对多指标系统的模糊优选模型以及以次多指标系统的模糊优先方法进行了分析论述,建立了一种适用于ＩＳＯ９０００质量体系的定量评价模型。意在减少评价过程中的主观性,保证评价结果的科学性和公正性,客观地反映企业ＩＳＯ９０００质量体系运行的真实情况。     

Project marketing in multi-project organizations: A comparison of IS/IT and engineering firms

An emerging trend suggests that a project marketing approach could, or should, be merged into project management. Consequently, an exploratory study has been made of the project marketing and management functions in four firms in two different industries and analyzed with a project marketing overlay. Contrasts were noted. The engineering firms actually described their marketing activity as a sales activity and the function tended to be differentiated from project management. The IS/IT firms, on the other hand, appeared to be particularly oriented toward establishing mutual understanding of customer needs and marketing was closely integrated with project management. Major differences are associated with the relative environments in which the firms work.     

Managing the trade-off between relationships and value networks. Towards a value-based approach of customer relationship management in business-to-business markets

The management of buyer-seller relationships was an early antecedent to the development of customer relationship management (CRM) concepts. Currently, CRM concepts are being challenged by the rise of value networks. Value networks can and, often, do interfere with customer relationships and thereby call for a broader range of concepts to analyze and understand relationship management and the influence of value networks on relationships. This introductory article describes the nature of the problem between relationships and value networks, reviews the current state of research, and describes the contributions of the articles presented in this special issue on CRM in business-to-business markets.