国家电网营销信息化中的大数据应用研究  

Research on the Application of Big Data in Marketing Informatization of the State Grid

作　　者：马成杰 MA Chengjie(Danling County Power Supply Branch of State Grid Sichuan Electric Power Company,Meishan Sichuan 620000,China)

机构地区：[1]国网四川省电力公司丹棱县供电分公司,四川眉山620000

出　　处：《信息与电脑》2024年第23期158-160,共3页Information & Computer

摘　　要：随着国家电网的快速发展,营销信息化管理已成为其核心领域的关键所在。当前,国家电网面临着业务项目繁杂、流程复杂多变以及与原有系统对接困难等多重挑战。然而,长期营销积累的海量多元客户数据,为大数据应用奠定了基础,促进了相关技术平台的搭建。在此之上,大数据在提升客户服务精准度方面发挥了重要作用。其通过客户需求分析与个性化服务,精准细分客户群体;依靠营销决策支持,深度挖掘市场需求与竞争态势;借助服务质量优化,实时监测关键指标并剖析投诉数据。国家电网利用大数据能有效应对营销挑战,提高服务质量,增强市场竞争力,并实现营销业务的精准化、智能化发展,从而塑造良好的企业形象,迈向新的发展高度。With the rapid development of the State Grid,marketing information management has become the key to its core area.Currently,the State Grid faces multiple challenges such as complicated business projects,complex and variable processes,and difficulties in docking with the original system.However,the massive and diversified customer data accumulated by long-term marketing has laid the foundation for big data application and promoted the construction of related technical platforms.On top of that,big data plays an important role in enhancing the accuracy of customer service.Through customer demand analysis and personalized service,it can accurately segment customer groups;rely on marketing decision support to deeply explore market demand and competitive situation;and optimize service quality to monitor key indicators and analyze complaint data in real time.The State Grid’s use of big data can effectively respond to marketing challenges,improve service quality,enhance market competitiveness,and realize the precise and intelligent development of marketing business,thus shaping a good corporate image and moving towards a new level of development.

关 键 词：国家电网 营销信息化 大数据 客户服务 精准提升 

分 类 号：F426[经济管理—产业经济]