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An Ecological, Power Lean, Comprehensive Marketing Evaluation System Based on DEMATEL–CRITIC and VIKOR: A Case Study of Power Users in Northeast China

Author

Listed:
  • Xiying Gao

    (Marketing Service Center, State Grid Liaoning Electric Power Co., Ltd., Shenyang 110000, China)

  • Yan Guan

    (Marketing Service Center, State Grid Liaoning Electric Power Co., Ltd., Shenyang 110000, China)

  • Dianjia Sun

    (Marketing Service Center, State Grid Liaoning Electric Power Co., Ltd., Shenyang 110000, China)

  • Li Liu

    (School of Science, Beijing Information Science & Technology University, Haidian District, Beijing 100192, China)

  • Jiaxuan Yang

    (Beijing Energy and Power Information Security Engineering Technology Research Center, North China Electric Power University, Changping District, Beijing 102206, China)

  • Zhibin Wang

    (Marketing Service Center, State Grid Liaoning Electric Power Co., Ltd., Shenyang 110000, China)

  • Ziwei Guo

    (Marketing Service Center, State Grid Liaoning Electric Power Co., Ltd., Shenyang 110000, China)

  • Yue Wang

    (Marketing Service Center, State Grid Liaoning Electric Power Co., Ltd., Shenyang 110000, China)

  • Gangjun Gong

    (Beijing Energy and Power Information Security Engineering Technology Research Center, North China Electric Power University, Changping District, Beijing 102206, China)

Abstract

The reduction of carbon emissions in the power industry will play a vital role in global decarbonization. The power industry has three main strategies to achieve this reduction in emissions: to implement lean marketing strategies that effectively target users of power and encourage them to adopt decarbonizing technologies and services; to optimize the efficiency of these users of power; and to improve the efficiency of renewable energy sources. This paper establishes a comprehensive evaluation system of indexed data from power industry customers for the development of lean marketing strategies. This system evaluates indexes derived from customer data on renewable energy sources, carbon emissions, energy efficiency, and customer credit. It adopts the DEMATEL–CRITIC combination weight assignment and VIKOR method for system evaluation and conducts simulation experiments on customer data in a region of Northeastern China to give an example of how this method could be applied in practice to lean marketing. The results show that the evaluation system proposed in this paper can govern the lean marketing decision-making of power sales enterprises.

Suggested Citation

  • Xiying Gao & Yan Guan & Dianjia Sun & Li Liu & Jiaxuan Yang & Zhibin Wang & Ziwei Guo & Yue Wang & Gangjun Gong, 2022. "An Ecological, Power Lean, Comprehensive Marketing Evaluation System Based on DEMATEL–CRITIC and VIKOR: A Case Study of Power Users in Northeast China," Energies, MDPI, vol. 15(11), pages 1-18, May.
    • Handle: RePEc:gam:jeners:v:15:y:2022:i:11:p:3986-:d:826427
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    References listed on IDEAS

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    1. Lasantha Meegahapola & Pierluigi Mancarella & Damian Flynn & Rodrigo Moreno, 2021. "Power system stability in the transition to a low carbon grid: A techno‐economic perspective on challenges and opportunities," Wiley Interdisciplinary Reviews: Energy and Environment, Wiley Blackwell, vol. 10(5), September.
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