浅析新电改下市场营销模式建设及客户关系管理

中发2015]9号文颁布三年以来，我国电力体制改革不断深化，市场规则运行日趋完善，售电侧改革稳步推进，传统趸售式电力营销模式已发生根本性改变，售电企业作为电力市场新兴要素应运而生，备受社会关注，众多社会资本竞相进入售电行业，售电同业之间竞争愈演愈烈，机遇与挑战并存。新形势下售电企业立足电力市场的关键在于提供优质的售电及相关衍生服务，而在激烈的电力营销市场竞争中，如何转变电力营销观念、如何创新市场营销模式建设、如何构筑稳定客户关系管理机制已成为当前售电行业经营发展所共同关心的大趋势，已成为在激烈电力营销市场竞争突围的关键所在。本文主要对新电改下市场营销模式建设及客户关系管理进行浅析，旨在为售电企业运营决策提供参考。

Analysis of marketing mode construction and customer relationship management under the new electricity reform

Since the promulgation of the 2015]9 No. three years, the reform of China''s power system has been deepened, the operation of market rules has been perfected, and the reform of the electric side has been steadily promoted. The traditional wholesale marketing mode has changed radically. Competition to enter the sale of electricity industry, competition between the sale of electricity increasingly fierce competition, opportunities and challenges coexist. Under the new situation, the key to the electricity market is to provide high quality electricity sale and related derivative services. In the fierce market competition of electric power marketing, how to change the concept of electricity marketing, how to innovate the marketing mode and how to build a stable customer relationship management mechanism have become the current business development of the electricity sale industry. The major trend of common concern has become the key to the fierce competition in power marketing. This paper mainly analyzes the construction of marketing model and customer relationship management under the new electricity reform, aiming to provide reference for the operation decision-making of power sales enterprises.