研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
随着经济全球化、一体化进程的推进，信息行业的不断发展以及社会电气化程度的提高，能源
行业不仅面临着电力体制改革的影响，更面临新形势、新任务的挑战。如何快速响应市场环境变化
的集约型、一体化管理模式转变，提高企业自身的核心竞争力，成为企业管理的重点。能源企业加
强营销管理也变得日趋重要，亟待利用信息化管理技术促进能源销售服务水平的提高和规范营销管
理服务模式。建设营销自动化系统显得尤为重要，在新的电力体制下将被赋予关键任务。新疆天富
集团有限责任公司是一家以电力、热力生产及天然气销售为主体，发、供、调一体化的综合性能源
企业。公司为了建立起对电、热、气市场真实、准确、及时的反应和预测机制，向客户提供便捷的
服务，充分掌握现有客户的实际需求，精确挖掘出潜在的客户群体，为新疆天富营销提供科学、可
靠的依据，并有效地提升企业的社会效益和经济效益，建立在以现代信息化技术和通信技术为基础
的营销自动化系统便应运而生

基于营销自动化系统发展现状和要求，本文通过采用信息技术整合现有电热气营销人、财、物
和信息资源，实现电、热、气一体化的客户服务平台，达到规范营销业务、便捷高效服务、高度共
享信息、在线实时监督、全面决策分析的效果。使营销管理由粗放式向集约化、精细化管理模式转
变，全面提高营销管理的质量和效率。采用互联网+综合能源服务，提供综合能源核心服务和增值服
务，呈现新的综合能源消费模式发展前景，实现天富营销基础管理水平整体跨越式提升

关键词：营销自动化系统；一体化建设；集约化管理II
Abstract
With the economic globalization and integration of the development of the information industry and
improve the social degree of electrification, energy industry is not only facing the impact of power system
reform, facing the new situation and new task challenges. How to quickly respond to changes in the market
environment of intensive and integrated management mode, and improve the enterprise&39;s own core
competitiveness, has become the focus of enterprise management. It is becoming more and more important
for energy enterprises to strengthen their marketing management. Therefore, it is urgent to use information
management technology to promote the service level of energy marketing and standardize the service mode
of marketing management. The construction of marketing automation system is particularly important, and
will be entrusted with key tasks under the new power system. Xinjiang Tianfu Refco Group Ltd is a
comprehensive power enterprise integrating power supply, thermal production and natural gas sales. In
order to establish a company for electricity, heat, gas market is true, accurate and timely response and
prediction mechanism, to provide convenient services to customers, fully grasp the actual needs of existing
customers, accurate mining potential customers, provide scientific and reliable basis for the Xinjiang Tianfu
marketing, and effectively promote the enterprise society and economic benefits, based on marketing
automation system based on modern information technology and communication technology as the
foundation came into being.
Marketing automation system development and based on the requirements, through the use of
information technology to integrate the existing electric hot marketing people, wealth, and information
resources to achieve customer service platform, electricity, heat and gas integration, to standardize the
marketing business, convenient and efficient service, highly sharing of information, online real-time
monitoring, comprehensive decision analysis. Make marketing management change from extensive to
intensive and meticulous management mode, and improve the quality and efficiency of marketing
management comprehensively. The Internet plus integrated energy service, providing comprehensive
energy core services and value-added services, comprehensive energy consumption pattern presents new
development prospect, to achieve the overall marketing management level based Tianfu leap.
KEYWORDS：Marketing Automation System; Integrated Construction; Intensive ManagementIII
目 录
摘要...... I
Abstract ... II
第 一 章 绪 论........... 1
1.1. 选题背景... 1
1.2. 选题意义... 2
1.3. 国内外有关营销自动化系统研究现状... 2
1.3.1. 关于营销内涵的研究....... 2
1.3.2. 关于营销理念的研究....... 3
1.3.3. 关于营销模式的研究....... 3
1.3.4. 关于营销自动化系统的研究....... 3
1.4. 研究方法... 4
1.4.1. 文献研究法........... 4
1.4.2. 实证调查与分析法........... 5
1.5. 论文的组织结构... 5
第 二 章 营销自动化系统理论概述... 7
2.1. 概念界定... 7
2.1.1. 营销........... 7
2.1.2. 营销自动化........... 7
2.1.3. 电力营销... 7
2.1.4. 电力营销系统....... 7
2.1.5. 电力营销自动化系统....... 8
2.2. 理论基础... 8
2.2.1. “互联网+”营销....... 8
2.2.2. 市场需求供给理论........... 9
2.2.3. 关系营销理论....... 9
2.2.4. 新 4P 营销理论... 10
2.2.5. 管理信息系统的相关理论......... 10
2.3. 营销自动化系统所需条件......... 11
2.3.1. 统一、规范发挥
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