本文在分析了当前营销稽查的现状和存在不足之后，对营销稽查体系需求
进行了设计，从营销稽查业务模式和营销稽查业务系统两方面对供电企业营销
稽查体系进行优化和建设。首先在营销稽查业务模式方面，建立了预警防控、
业务稽查、质量评价三个体系，提出配套的组织体系。其次提出了营销稽查业
务系统的优化方案，包括系统总体框架、设计思路，以及系统建设的关键技术
然后结合 SX 供电企业实际工作案例，介绍了供电企业营销稽查体系工作的具
体开展情况，通过实践证明新型营销稽查体系切实消除了原营销稽查的弊端，
在供电企业营销管理方面取得了很好的管理成效。最后基于层次分析法建立了
供电企业营销稽查体系综合评价指标体系，基于模糊综合评价模型对体系的应
用开展综合评价，得出供电企业营销稽查体系评估结果为优秀。本文提出的供
电企业营销稽查体系可操作性强，应用效果好，对实践具有很强的指导意义
关键词：供电企业；营销稽查；营销管理Abstract
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Abstract
Electric power marketing has the characteristics of more points and extensive
areas, high timeliness, which is liable to result in non-in-place execution of policy
or standard due to the differences of business quality, policy understanding and
work attitude of power supply enterprises’ staffs. Marketing inspection work of
power supply companies can effectively avoid from marketing business mistakes
and operation loopholes. It has become indispensable internal controlling and
restraining measures of power supply companies, and it is an important means of
enhancing corporate operation management level and economic returns. Current
business resources of marketing inspection are scattered, and relevant working
system has not been established. The operation of inspection work is mostly
after-work act. The incomplete systematic functions of inspection business and
deficiency of technological support in inspection business cause low efficiency of
corporate inspection work and loopholes of corporate marketing management.
Therefore, it is imperative to establish a complete marketing inspection system to
coordinate and arrange problems in marketing inspection businesses.
After analyzing current conditions and deficiencies of marketing inspection,
this thesis carries out design toward marketing inspection system demand and
optimizes and builds marketing inspection system of power supply companies
through the aspects of marketing inspection business model and marketing
inspection business system. Firstly, with regard to marketing inspection business
model, warning and controlling system, business inspection system and quality
appraisal system are established and relevant supporting organizational system is
put forward. Secondly, the thesis proposes optimization scheme of marketing
inspection business system, including overall system framework, design thinkingAbstract
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path and key technology of system establishment. Then, the thesis introduces
concrete conditions pf marketing inspection system of power supply companies by
combining the real example of SX Power Supply Company. Through practice, the
new marketing inspection system is proved to be effective in ruling out drawbacks
of original marketing inspection, and it has made management achievements in
marketing management of power supply companies. At last, on the foundation of
AHP, the thesis establishes appraisal index system of marketing inspection system
for power supply companies, and it carries out comprehensive assessment toward
system application on the foundation of ambiguous comprehensive appraisal model.
The result of marketing inspection system appraisal was excellent. The marketing
inspection system for power supply companies put forward in the thesis is
operational and efficient, which has strong guiding meaning for practice.
Keywords: Power Supply Enterprises; Marketing Inspection; Marketing
Management华北电力大学硕士学位论文
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目 录
摘要 ........... I
ABSTRACT...... II
第 1 章 绪 论 ...1
1.1 选题背景和意义 .1
1.1.1 论文选题背景...........1
1.1.2 论文选题意义...........2
1.2 国内外研究现状 .3
1.2.1 国外研究现状..........3
1.2.2 国内研究现状..........4
1.3 本文研究内容 .....5
第 2 章 供电企业营销稽查现状分析及需求设计 .....8
2.1 营销稽查的定义 .8
2.2 营销稽查工作现状分析 .8
2.2.1 营销稽查组织机构...8
2.2.2 营销稽查业务范围.10
2.2.3 营销稽查业务类型.11
2.2.4 营销稽查业务系统.13
2.3 营销稽查问题分析 .......14
2.4 营销稽查体系需求设计 ...........16
2.5 本章小结 ...........17
第 3 章 营销稽查体系业务模式优化 ...........18
3.1 营销稽查体系总体框架构建 ...18
3.2 预警防控 ...........18
3.3 业务稽查
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