电 是供电企业的 要收入来源，电 的回收是供电企业 营 果的显示， 企业的 营状况， 系到 家的 收入 及时 全额的收回电 ，是供电企业 期利润的 础保障和长 发展的 要支撑 因 ，电 回收率是供电企业的 最 要的考 指标 催缴是供电 获得电力营销收入的最 保障 了完 电 回收指标， 在各单 采 无差别的对 户 大催收力 的措施，固然能够提高电 回收 率，但是 会降 户的服 体验， 服 增 户投 数 明显增长 化 催收策略的目标，是在保证电 回收率满足管理要求的前提 ，显著提 升用户体验，降 服 文 G 供电 研究对象， 行 催收策略的 践调研结果 础，对 催收的 状和 在的 题 行了剖析 户的 属 用电行 行 偏好 户 求 4 个维 ， 户标签体系框架，构建符合 G 供电 催收 作 要的 催收标签体系，并 据标签的 合 新划 户群 体， 新 化 催收策略 按照 前预 中管 总结的思路，提升 催收的精准 在保证电 回收率满足管理要求的前提 ， 少 催收投 的目标， 完善电 回收机制提供解决方法 键词 电力营销 电 回收 户画 标签体系II Abstract Electric charge is the main income source for power supply enterprises, and the collection of electric charge is the final link for power supply enterprises to realize the business performance, which not only determines experience conditions of power supply enterprises but also involves in fiscal revenue of the country. Timely and full-amount collection of electric charge is the basic guarantee of profits for the term and the important supports for long-term development of power supply enterprises. For this reason, the collection rate of electric charge is the most important indicator for performance check of power supply enterprises. Arrearage reminding is the final guarantee for power supply enterprises to acquire income of power marketing. In order to accomplish the target of electric charge collection, power supply enterprises often reinforce the collection strength to all customers with the same measures.Althoughpower supplyenterprises improve electric charge collectionrateinthis way, it leads to increase in service cost and significant increase in customer complaints. Power supply enterprises shall try to improve user experience to a significant extent and reduce service cost at the premise of meeting requirements on electric charge collection rate. By taking G Power Supply Company as the object of study, with the basis of practical investigation results of existing arrearage reminding strategies, this paper analyzes current conditions and problems related to arrearage reminding. On 4 dimensionalities of essential attributes, power utilization behaviors, behavioral preference and appeals of customers, this paper designs the customer tag system frame, to construct the arrearage reminding tag system needed for arrearage reminding in accordance with practical conditions of G Power Supply Company. With the thinking of beforehand preventing, control in process and summarization after events, the paper improves the accuracy of arrearage reminding. At the premise that the electric charge collection rate can meet the requirements on management, it tries to reduce objects of arrearage reminding, to provide solutions to perfect the electric charge collection mechanism. Key Words: power marketing; electric charge collection; customer portrait; tag system;III 目录 摘要 ............................................................................................................................. I ABSTRACT ................................................................................................................. II 第一章 绪论 ................................................................................................................. 1 1.1 研究背 和意 ...............................................................................................................................1 1.1.1 研究背 ................................................................................................................................1 1.1.2 研究意 ..............................................................................................................................1 1.2 内外研究 状..............................................................................................................................2 1.2.1 外研究 状......................................................................................................................2 1.2.2 内研究 状......................................................................................................................2 1.3 对 内外相 研究的评述.............................................................................................................4 1.4 精准营销的相 理论概述.............................................................................................................5 1.4.1 精准营销概念综述.............................................................................................................5 1.4.2 常用精准营销策略综述.....................................................................................................6 1.5 文的 要 作..............................................................................................................................6 第 章 G 供电公 电费回收 状及存在问题 ............................................................... 8 2.1 G 供电 概况..............................................................................................................................8 2.2 内外部 境 析..............................................................................................................................8 2.2.1 外部 境 析......................................................................................................................8 2.2.1 内部 境 析......................................................................................................................9 2.3 G 供电 电 回收情况 析.................................................................................................... 11 2.3.1 电 回收管理要求............................................................................................................ 11 2.3.2 电 回收 情况...........................................................................................................12 2.4 行的催收策略及 施效果评估...............................................................................................15 2.5 户 求 析...............................................................................................................................20 2.6 情况 析...............................................................................................................................23 2.6.1 大 析...................................................................................................................23 2.6.2 户 析...................................................................................................................23 2.7 前 催收 在 题...............................................................................................................26 2.8 章小结........................................................................................................................................27 第三章 构建欠费催收客户标签体系 ........................................................................... 28 3.1 户标签体系总体框架 ........................................................................................................28 3.1.1 户标签 原则.......................................................................................................28 3.1.2 户标签体系框架研究...................................................................................................29 3.2 构建 于 催收的标签体系....................................................................................................30 3.2.1 确定业 目标....................................................................................................................30 3.2.2 划 户群体....................................................................................................................30 3.2.3 界定业 标签.........................................