I 摘要 自国家电力系统体制改革进入新的发展阶段，传统垄断体制得以改变，同时，电网 企业内部分工进一步细化，尤其是输、配、变开始向分离的方向发展。“三集五大”实 施后，“客户导向型、机构扁平化、业务集约化、管理专业化、服务协同化、市县一体 化”的“一型五化”“大营销”模式实现了营销业务系统应用“横向到边、纵向到底” 的目标，营销业务实现了全业务在线办理。用电信息采集终端广泛应用，一系列自动化、 信息化技术手段为电网经营企业工作质量稽查带来了跨越式的历史机遇，服务地方经济 发展和保障广大客户用电的责任迫切需要电网经营企业自身加强工作效率和服务质量 的内部稽查管控。 本文以西安供电公司为例，基于营销稽查管理工作现状及改善意义，提升营销工作 质量、工作效率为出发点，在技术服务方面，针对营销工作中存在的现实问题，运用 SWOT 基础分析法分析电力企业在当前业务稽查工作中的资源优势劣势，机遇风险，找 到主要的问题及针对策略，使用大数据分析理论和方法，对传统营销信息化体系进行完 善补充。依据国家电网公司“大营销”体系建设针对稽查所提出的“事前预警、过程监 督、闭环管控、综合评价”的工作思路，设计并建立了营销稽查监控系统，重新改善方 案了营销业务工作质量监督体系、评价体系与业务管理体系。同时，根据数据整合功能 特点，建立了多维度分析模型以及平台建设，完善组织体系，培育人才队伍，在现场稽 查方面，选取了重点开展主题进行实践，来验证大数据分析的可行性与科学性，并通过 案例来说明大数据理论交叉验证的先进性。从组织体系、技术支撑、管控机制等方面进 行实施保障，将大数据分析和信息化技术应用作为核心，并在规范营销业务执行、堵塞 经营漏洞、提升企业利润、提高服务水平方面发挥了显著效果。 关键词，电力营销稽查；大数据分析；信息化应用平台；西北大学硕士专业学位论文 II Abstract Chinese sustained and rapid economic and social development requires a highly reliable power supply as a guarantee, however, due to seasonal or regional factors, power supply and demand will be tense. In order to improve customer satisfaction and ensure the safety and quality of power supply, power supply enterprises should constantly adjust and improve the marketing management model, improve the quality of marketing, and strengthen the power marketing audit. Therefore, it is particularly important and urgent to build a centralized, unified, lean and efficient monitoring and evaluation system of marketing audit. Firstly, this paper studies the significance of marketing audit management improvement, and combines the research status of China and the West in this field, determines the main research direction. One of the research directions is the study of audit management, mainly discussing how to strengthen the audit mechanism and achieve efficient closed-loop management. Another research direction is the specific study of effective inspection methods, mainly to explore how to use internal and external inspection means to improve the effectiveness of inspection work. Taking Xi'an Power Supply Company as an example, this paper firstly analyzes the current situation of Xi'an Power Supply Company's power marketing audit management, and puts forward the existing problems. Then it uses SWOT basic analysis method to analyze the advantages and disadvantages of resources, opportunities and risks in the current business audit work of power enterprises, finds out the main problems and corresponding strategies, and uses large data analysis. Theory and method complement and perfect the traditional marketing information system. According to the work idea of pre-warning, process supervision, closed-loop management and control, comprehensive evaluation put forward by the State Grid Corporation's big marketing system construction, the marketing inspection monitoring system is designed and established, and the quality supervision system, evaluation system and business management system of the marketing business are improved. According to the characteristics of large data analysis technology, combined with practice, this paper establishes a multi-dimensional analysis model, and optimizes the marketing business process and the audit process. In the actual audit, it selects the key topics to carry out practice, to verify the feasibility and scientificity of large data analysis, and through a case toAbstract III illustrate The advanced nature of cross validation of big data theory. Through the research and practice of this paper, it is proved that the improvement scheme of the marketing audit management system is an effective means to reduce errors, reduce risks and improve services, and can carry out centralized monitoring and inspection on the key indicators, work quality and service quality of the marketing business, so as to help improve the overall work quality and management level of the marketing. Key words: electric power inspection; marketing quality control; big data.西北大学硕士专业学位论文 IV 目 录 摘要.................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................IV 第 1 章 绪论...................................................................................................................... 1 1.1 背景及意义.............................................................................................................. 1 1.1.1 研究背景........................................................................................................... 1 1.1.2 研究意义........................................................................................................... 1 1.2 研究思路与方法...................................................................................................... 2 1.2.1 研究思路........................................................................................................... 2 1.2.2 研究方法........................................................................................................... 2 1.3 研究内容及论文框架结构...................................................................................... 3 1.3.1 研究主要内容................................................................................................... 3 1.3.2 论文框架结构................................................................................................... 3 第 2 章 相关理论概述...................................................................................................... 5 2.1 电力营销基本理论.................................................................................................. 5 2.1.1 电力营销基础理论........................................................................................... 5 2.1.2 电力营销基本内容........................................................................................... 5 2.2 电力营销稽查监控相关概念.................................................................................. 5 2.2.1 营销稽查监控基本概念................................................................................... 5 2.2.2 营销稽查监控职能........................................................................................... 6 2.2.3 营销稽查监控工作形式................................................................................... 6 2.3 基础理论与研究方法.............................................................................................. 6 2.3.1 文献分析法..................................................................... 错误。未定义书签。 2.3.2 大数据分析理论............................................................................................... 6 2.3.3 统计抽样分析理论.......................................................................................... 8 第 3 章 西安供电公司电力营销稽查管理的现状、问题及成因分析.......................11 3.1 西安供电公司简介.................................................................................................11 3.1.1 西安供电公司概况..........................................................................................11目 录 V 3.1.2 西安供电公司营销业务概况 ......................................................................... 11 3.2 西安供电公司电力营销稽查管理现状 ................................................................12 3.2.1 西安供电公司营销稽查人员设置与工作内容 .............................................12 3.2.2 西安供电公司营销稽查监控范围与流程 .....................................................13 3.2.3 西安供电公司营销稽查监控业务开展类型 .................................................14 3.3 西安供电公司电力营销稽查管理中存在的问题 ................................................17 3.3.1 组织体系方面存在问题 .................................................................................17 3.3.2 管理方式方面存在问题 .................................................................................17 3.3.3 技术服务方面存在问题 .................................................................................18 3.3.4 工作质量方面存在问题 .................................................................................18 第 4 章 针对西安供电公司电力营销稽查管理的改善研究........................................20 4.1 西安供电公司电力营销稽查管理改善研究分析 ................................................20 4.1.1 改善原则 .........................................................................................................20 4.1.2 改善思路 .........................................................................................................20 4.1.3 改善目标 .........................................................................................................21 4.2 西安供电公司电力营销稽查管理改善具体措施 ................................................21 4.2.1 重新完善组织体系 .........................................................................................21 4.2.2 强化业务模型设计 .........................................................................................26 4.2.3 创建协同工作机制 .........................................................................................29 4.2.4 核查处理与评价改善 ....................................................................................30 第 5 章 西安供电公司电力营销稽查管理改善实施保障............................................35 5.1 组织保障 ................................................................................................................35 5.2 人才队伍保障 ........................................................................................................35 5.3 技术保障 ................................................................................................................36 5.4 制度与评价保障 ....................................................................................................36 第 6 章 论文结论..........................................................................................................41 6.1 主要研究结论 ........................................................................................................41 6.2 展望........................................................................................................................41