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

Xiying Gao, Yan Guan, Dianjia Sun, Li Liu, Jiaxuan Yang, Zhibin Wang, Ziwei Guo, Yue Wang and Gangjun Gong
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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

Energies, 2022, vol. 15, issue 11, 1-18

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.

Keywords: comprehensive evaluation index; DEAMTEL–CRITIC; VIKOR; renewable energy consumption; energy lean marketing (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2022
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