沥青销售企业顾客承诺水平评价研究

发布时间：2018-06-05 02:49

本文选题：沥青销售企业 + 主成分分析　；参考：《东北石油大学》2017年硕士论文

【摘要】：随着国家对中小企业扶持力度的加大,沥青销售行业的竞争越来越激烈,沥青市场逐渐由卖方市场向买方市场转变。拥有大批存量客户的沥青销售企业如何才能使现有顾客再次购买本企业的产品,进而形成顾客承诺,这已成为困扰沥青销售企业管理者的难题。因此,通过加强顾客承诺管理,以保存现有顾客,已经是沥青销售企业应对竞争环境、获取经济收益的一项重要手段。论文通过梳理国内外关于顾客承诺的相关文献,深入分析顾客承诺的维度,结合沥青销售公司的产品特点、借鉴一线销售人员和管理者的经验,将沥青销售公司顾客承诺水平的影响因素分为四个方面,并在此基础上建立了沥青销售公司顾客承诺水平评价指标体系,该指标体系共含有4个二级指标,12个三级指标。利用主成分分析法确定各级指标权重,并运用三角模糊数对沥青销售公司顾客承诺水平进行评价;选取具有代表性的A沥青销售公司为例,以该沥青销售公司顾客承诺作为研究的实际依据,对上述评价方法进行验证。指出沥青销售公司进行顾客承诺管理的必要性,同时针对沥青销售公司顾客承诺的具体内容,提出沥青销售公司顾客承诺管理的具体措施。
[Abstract]:With the increase of national support to small and medium-sized enterprises, the competition of asphalt marketing industry is becoming more and more fierce, and the asphalt market is gradually changing from seller's market to buyer's market. How to make the existing customers buy the products again, and then form the customer commitment, which has become a difficult problem for the managers of asphalt sales enterprises. Therefore, strengthening customer commitment management to preserve existing customers has been an important means for asphalt sales enterprises to cope with the competitive environment and obtain economic benefits. This paper analyzes the dimensions of customer commitment by combing the domestic and foreign literature on customer commitment, combining with the characteristics of asphalt sales company, drawing on the experience of front-line salespeople and managers. The influencing factors of customer commitment level of asphalt sales company are divided into four aspects, and on this basis, the evaluation index system of customer commitment level of asphalt sales company is established. The index system contains 4 second class indexes and 12 third grade indexes. The principal component analysis method is used to determine the weight of each index, and the triangular fuzzy number is used to evaluate the customer commitment level of the asphalt sales company, and the representative A asphalt sales company is selected as an example. Based on the customer commitment of the asphalt sales company, the above evaluation method is verified. The necessity of customer commitment management in asphalt sales company is pointed out, and the concrete measures of customer commitment management in asphalt sales company are put forward in allusion to the concrete content of customer commitment in asphalt sales company.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F274

【参考文献】