Power enterprise is one of the pillar industries in China, and its management determines its long-term development. Power marketing inspection is an important part and key of power enterprise management. Marketing audit is the product of modernization of electric power enterprises, and it is a new and effective management method, which can play a good role in inspection and supervision in enterprise management and is conducive to improving the management level of electric power enterprises. This paper analyzes the present situation of marketing management in electric power enterprises, the significance and work contents of marketing audit, and probes into the application and improvement of marketing audit in electric power marketing management.
Keywords marketing inspection; Electric power marketing; Management; function
From the country's reform and opening up to China's accession to the WTO, and then to the continuous development and progress in the later period, electric power enterprises are also constantly developing. Under the background of market economy, the marketing management of electric power enterprises has become the core issue of enterprise management, and marketing inspection is an important means of marketing management. This paper analyzes the problems existing in the marketing management of electric power enterprises, the content and importance of marketing audit, and expounds the concrete application of marketing audit in the marketing management of electric power enterprises, with a view to providing help for the work of relevant personnel.
1 the significance of marketing inspection in electric power marketing management
Marketing inspection refers to the supervision and review of the work behavior, quality and results of relevant departments and personnel engaged in and involved in marketing work by the marketing management department of electric power enterprises in a certain period of time in accordance with relevant national laws and policies. The application of marketing audit in marketing management of electric power enterprises can reduce management mistakes, improve work efficiency and overall management level, and also help enterprises to improve their reputation and increase economic benefits. In addition, in electric power marketing, there are many marketing management links and many types of customers, and the real-time management of managers is limited. Marketing inspection can guarantee the basic rights and interests of consumers. It can be seen that marketing inspection is of great significance in power marketing management [1].
2 problems in power marketing management
With the rapid economic development today, healthy and reasonable marketing management is the guarantee for the long-term development of electric power enterprises. Although in recent years, electric power marketing management has been paid more and more attention, and some progress and achievements have been made, there are still many problems, the specific problems are as follows:
2. 1 Lack of perfect management system.
Electric power enterprises are in the initial stage of entering the market economy mechanism, and many aspects of management are being explored and adjusted. There is no sound management system in marketing management [5], coupled with the shackles of traditional management system, innovation and innovation are insufficient. With more and more business, the energy of managers is limited, and the management efficiency is greatly affected. In order to improve the marketing management level of China's electric power enterprises, a perfect management system is the premise. At the same time, a perfect management system is also an important content to improve the power enterprise's own strength.
2.2 Lack of effective supervision mechanism
Effective supervision is an important factor to realize power marketing management. However, in China's current power marketing management, the supervision mechanism is still in a state of absence, the division of management links and personnel responsibilities is unclear, managers are passive [5], and even criminals maliciously harm the interests of enterprises, which seriously affects the power marketing management of enterprises. Therefore, electric power enterprises should speed up the pace, establish a perfect, concrete and feasible supervision mechanism, clarify rewards and punishments, implement employees' responsibilities, and mobilize employees' work enthusiasm.
2.3 The overall quality of managers is not good.
The low comprehensive professional quality of electric power marketing managers is a big weakness of electric power marketing management in China. If it is not improved, it will seriously affect the development of power enterprises. Electric power enterprises have entered the market economy system for a short time, and before that, there was no training of relevant talents, resulting in many managers not having attended classes, and their comprehensive professional quality and ability were poor. With the continuous development and progress of modern society, they often lack popular support, which affects the management of enterprises [5]. In view of this problem, it is necessary to put regular special business training for existing old employees on the agenda to improve their comprehensive quality and ability; We should also strictly control the recruitment of new employees, and have certain requirements for management experience and audit-related ability. Comprehensively improve the overall level of managers and enhance the internal strength of enterprises.
3 marketing audit work content and working methods
3. 1 Work content
The content of marketing inspection is mainly to supervise and inspect the behavior, quality, errors and anomalies of electric power marketing. The inspection scope mainly focuses on "quality, price and cost" related businesses, and supervises and inspects key businesses such as marketing policy implementation, electricity price and electricity charge, electricity consumption inspection and energy measurement [1].
3.2 working mode
There are three main ways of power marketing inspection: daily inspection, special inspection and special inspection [4]. The specific methods are as follows: 3.2. 1 Daily inspection Daily inspection is mainly realized through the marketing business application system, including regular professional inspection and irregular professional inspection. Inspectors should inspect the electric power marketing system according to different inspection modules in the marketing business system. Regular professional audits are generally conducted on a monthly basis or according to business processes. The audit cycle is not static, and it can be adjusted under special circumstances, as long as the power marketing audit and marketing business activities are consistent; The irregular professional inspection time is drawn up temporarily according to the needs, which has great flexibility. The inspection process should be combined with the actual marketing business situation, and sometimes it is necessary to elaborate the marketing inspection plan to give full play to the inspection power [1]. The marketing management prepares the audit work plan, and pre-drafts the audit theme and cycle. , and then by the audit department professionals in accordance with the business system in the process of audit, analysis, feedback and other work. Daily inspection work is usually carried out in a normal way. 3.2.2 Compared with routine inspection, special inspection has certain pertinence. For the problems found in daily inspections or according to the needs of work, special inspections can be conducted on the business processes and work quality of marketing management. The inspection work needs a professional team to define the inspection content and scope of work and conduct it in an orderly manner. Special inspection should be carried out as far as possible through the marketing business system screening or sampling inspection. In addition, the audit process should comprehensively summarize the problems existing in the power marketing business, and take targeted and effective measures to optimize the power marketing business through the audit work [3]. 3.2.3 Special inspection Special inspection is more profound than daily inspection and special inspection, and it is mainly aimed at major marketing errors that seriously damage the reputation of the enterprise, such as customer complaints, which are decided by the marketing management. Special inspections also require professional inspection teams to formulate inspection plans, quickly review and solve problems, and strengthen enterprise marketing management [1].
4 marketing audit in power marketing management to prevent marketing risks.
Under the background of market economy, survival of the fittest is the most common reasonable competition mechanism. No matter what kind of management mechanism any industry adopts, it can't guarantee long-term risk-free survival, and so can power marketing enterprises. In addition, power marketing is in the initial stage of entering the market economy mechanism, and many businesses and management work are developing in the process of exploration. With the continuous increase of business volume, management links and management difficulties are also increasing, which is easy to cause problems. Marketing audit can supervise, examine and evaluate all aspects of power marketing business in real time through different inspection methods and supervision links, reduce the risk of enterprises, find and solve the problems existing in enterprises in time, and improve the market competitiveness of enterprises [2]. In the process of marketing inspection, it is of great significance to find problems, discuss and analyze them with facts, and summarize measures to solve problems, so as to reduce risks and costs.
5 concluding remarks
Marketing inspection is an important work of electric power marketing management, which is of great significance to improve the marketing management level of electric power enterprises and ensure the correctness and rationality of marketing behavior and quality. The operation of marketing inspection can reduce unnecessary economic losses and enterprise risks, at the same time, it can improve the management ability and reputation of electric power enterprises, which is helpful for electric power enterprises to gain a firm foothold in the market economy system and develop healthily in the long run. With the continuous development of modern society, marketing inspection should be better and more widely used in the marketing management of electric power enterprises. The related matters of marketing inspection summarized in this paper hope to provide some help for related enterprises and managers, and help to promote the progress of marketing management of electric power enterprises in China.
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