Power marketing activities are the main source of economic profits of power enterprises, so it is necessary to manage marketing activities scientifically to improve the economic benefits of enterprises. Marketing audit is an important part of power marketing management. This paper discusses the main contents and methods of marketing audit, and analyzes in detail the important role of marketing audit in the process of power marketing management.
Keywords marketing inspection; Electric power marketing management; Electric power marketing business
In recent years, the development momentum of electric power enterprises is very rapid. With the gradual increase of power marketing business, power marketing management has become the top priority of enterprise management. It can not only improve the quality of power marketing management, but also have an important impact on the survival and development of power enterprises. Therefore, it is necessary for us to explore the specific application of marketing audit in power marketing management.
1 Main work contents of marketing inspection in electric power marketing management
In the marketing management of electric power enterprises, marketing inspection mainly includes the following aspects:
(1) power consumption inspection, the main inspection content in this respect is whether the power consumption contract and the power supply contract are standardized and effective, and whether both parties to the contract perform their due obligations in strict accordance with the contract. Its purpose is to supervise the implementation of the contract, but also to check the abnormal electricity consumption and abnormal electricity charges of power users. When the electricity business of power users changes, inspectors should also check the changes.
(2) Metrology management audit, mainly including whether the measuring tools and methods comply with relevant regulations, the transformation and fault handling of electric energy metering devices of power users, the replacement of new meters and the accuracy of meter parameters after replacement.
(3) Electricity price and electricity fee audit, as the name implies, mainly includes whether the ledger accounting and electricity fee statement are accurate, whether the meter reading cycle meets the specified requirements, whether the electricity fee has suddenly decreased or increased, whether the power user's power limit and power outage are true, whether the electricity fee account management is in place and whether the setting is reasonable, and also includes the actual degree of electricity meters of power users and the implementation of electricity prices. Of course, the above contents can also reflect the actual work quality of the electricity bill recorder, meter reader and checker, which is also one of the contents of the audit work.
(4) The audit of electric power marketing system is mainly the key information in the electric power marketing system and the work of marketing personnel, such as whether the customer information in the system is consistent with the actual situation and whether the marketing personnel register the customer information truthfully to ensure the authenticity and effectiveness of the information in the electric power marketing system.
2 marketing inspection work carried out in the way
Marketing inspection involves many fields. In order to give full play to the role of marketing inspection, different inspection methods should be adopted to assist power marketing management. Below we will elaborate on the specific methods of marketing inspection.
2. 1 Daily inspection
Daily inspection is a common marketing inspection method in electric power marketing management. Inspectors can conduct regular or irregular inspections according to the actual work situation of power marketing management in power enterprises, or they can combine the two inspection methods. The period of regular inspection can be decided by the marketing inspection department. When the business process or business time of power marketing changes, the cycle can also be adjusted appropriately. The main contents of regular inspection are the main business of power marketing and the business with fixed time and process. Irregular inspection is a powerful supplement to regular inspection, which has great flexibility in time. Plans are usually made before irregular inspections to ensure that inspections can be carried out in an orderly manner.
2.2 Special inspection
Special inspections are highly targeted and mainly deal with major and special problems in the marketing process, so special inspections require very high professional level of inspectors. Usually before the special inspection, a professional special inspection team will be set up. Before the marketing inspection, the main tasks of the inspection will be introduced to the team members in detail to strengthen the purpose of the inspection. In the special inspection work, it is necessary to make an in-depth analysis of the obtained information, comprehensively summarize the problems, and then draw effective solutions.
2.3 Special inspection
Both routine inspection and special inspection are aimed at "normal business" in power marketing. When there are serious mistakes in power marketing business activities, we will adopt special inspection methods to solve them. Special inspection is based on some mistakes in electric power marketing activities, and on this basis, special inspection topics are formulated, and special inspection teams are set up according to actual business needs, so as to solve the problems existing in marketing business in time and properly, and achieve the purpose of reducing corporate losses and maintaining corporate image. For example, if a customer complains about the power marketing business, we can handle it through special inspection, so that the problem can be solved in a short time and the reputation of the enterprise can be avoided.
3 marketing audit plays an important role in the process of power marketing management
3. 1 The quality of electric power workers has been obviously improved, and the relationship between power supply and consumption has been improved.
In the past, the staff of electric power enterprises were weak in service consciousness, did not pay attention to improving their professional level, and had poor professional ethics and service attitude, so it was difficult to provide satisfactory services for electric power users. In addition, in the relationship between power supply and consumption, power users are often in a passive position, and there are often problems in power marketing management, such as unreasonable price changes, irregular power management of power supply units, and other failures leading to power loss for users, which makes the relationship between power supply and consumption more tense. After the marketing inspection work was carried out, it greatly promoted the working level of marketing personnel. Most marketers actively cooperate with marketing inspection, strive to improve their professional skills and business level, and their service attitude has also improved significantly. At the same time, the power marketing business activities have also been well regulated, and many businesses have been carried out more formally and reasonably, effectively alleviating the tension between the power supply and demand sides.
3.2 Improve the quality of power marketing management, and achieve a win-win situation for both power suppliers and users.
Checking the marketing business in the process of power marketing management can not only restrain the power marketing management behavior, make it gradually standardized, and then gradually improve the management level, but also effectively ensure the safety of users. Electric power enterprises use marketing inspection to check the business development and operation effect of various departments within the enterprise, find out the problems existing in the work in time, and actively seek proper solutions to deal with them in time to reduce the adverse effects on the enterprise. For power users, monitoring their electricity consumption regularly can reduce power failure and avoid economic losses. It can be seen that the scope of power marketing audit includes many aspects, such as enterprise electricity sales, electricity charges, user electricity consumption reports and so on. Therefore, power enterprises and power users can have an intuitive and clear understanding of the basic situation of power enterprise operation through marketing audit. On the one hand, the improvement of transparency of electric power enterprises promotes the reform of enterprise management and marketing methods and stimulates the growth of economic profits; On the other hand, it also protects the legitimate interests of power users and improves the reputation of enterprises.
3.3 The power marketing mode has been improved and the efficiency of power marketing has been improved.
Improve the depth and breadth of electric power marketing inspection, dig deep into the hidden problems in the marketing model, find out the root causes of the problems, and solve the problems thoroughly. This can gradually improve the power marketing model, but also conducive to the continuous improvement of the power marketing management system. Marketing mode and management system have an important guiding role in the development of marketing work, so the continuous improvement of them can steadily improve the efficiency of power marketing work. It can be seen that the development of marketing inspection has played a certain role in promoting the development of power marketing model, and it is also of great significance to improve the comprehensive strength of power enterprises.
4 conclusion
To sum up, marketing inspection is of great significance to improve the level of marketing management, improve the relationship between power supply and demand and promote the development of power marketing business. Therefore, we should pay attention to training the professional level of marketing inspectors, innovate the means of electric power marketing inspection, strengthen the quality control of inspection, and provide reliable protection for the rights and interests of electric power enterprises and users.
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