T公司客户流失因素分析及挽留策略

发布时间：2018-03-04 01:24

本文选题：客户流失因素分析　切入点：客户挽留策略　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：伴随着全球经济和科技的迅猛发展，劳动生产率急剧提升，市场上产品和服务供给丰富且多样，绝大部分的市场变成了买方市场。由于企业间的竞争不断的加剧，产品导向转变为客户导向，形成了新的竞争格局。客户流失现象突出，优质客户资源成为企业争夺的焦点，并成为衡量企业核心竞争力的重要指标。客户流失与客户保持是同现象的两个对立面，属于客户关系管理的分支。本文研究的对象是T公司的客户流失因素及分析、模型构建及客户保持应对策略，运用了文献法、个案调研法及实验法。首先，对客户流失及保持的相关研究文献作了概括论述，对工业气体行业背景、当前T公司现状和客户流失因素进行了分析，介绍T公司客户流失的数据挖掘和模型构建；其次，对T公司客户的数据，选择了三种分类算法，分析客户流失数据的结果，校验三种分类方法的结果以及性能比较。然后，根据客户价值和营销工具组合理论和文献资料，提出适合T公司的客户挽留策略；最后，总结本文及研究局限，展望未来的研究方向。本文希望能通过分析评估T公司客户价值，结合数据挖掘模型和企业的需要，进行客户群细分管理及提供差异化服务；通过对客户流失的分析，，寻找相应的客户挽留策略，保持对T公司有利的客户资源；在预算约束的条件下，优化企业有限的资源分配，实现股东价值最大化。
[Abstract]:With the rapid development of the global economy and technology, labor productivity sharply, the market supply of products and services are rich and varied, the vast majority of the market into a buyer's market. The competition among enterprises is intensified, product oriented to customer oriented, the formation of a new pattern of competition. Customer churn phenomenon is prominent, high quality customers resources become the focus of the competition among corporations, and has become an important index for measuring the core competitiveness of enterprises.
Customer churn and customer retention is the same phenomenon of two opposite, belong to the branch of customer relationship management. The object of this paper is the analysis of customer churn and factors of T company, and build customer model strategies to maintain, use a literature method, case research method and experimental method. Firstly, the relevant literature and the loss of customers keep the summarized, for the industrial gas industry background, the current situation of T company and customer loss factors are analyzed, the construction model of T, introduces the data mining and customer churn; secondly, the T company customer data, choose three kinds of classification algorithms, the data results of customer churn analysis, comparative check three classification results and performance. Then, according to the customer value and marketing tool combination theory and literature, put forward the customer retention strategy for T company; finally, summarizes the limitations of this study and, Directions for future research. This paper hopes through the analysis of customer value evaluation of T company, combining with the data mining model and the needs of enterprises, customer segmentation management group and provide differentiated services; through the analysis of the loss of customers, looking for customer retention strategies for T company, maintain favorable customer resources in the budget constraint; under the condition of optimal allocation of Resources Enterprises Limited, to maximize shareholder value.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

【参考文献】