基于客户分类的ZSM石油公司客户关系管理

发布时间：2018-03-07 13:14

本文选题：成品油市场　切入点：客户价值　出处：《厦门大学》2013年硕士论文　论文类型：学位论文

【摘要】：ZSM石油公司是由中国石化、埃克森美孚和沙特阿美共同投资设立的中国境内第一家整体合资的省级成品油销售企业,是福建省成品油主渠道供应商。目前,福建成品油市场基本上形成以中国石化、中国石油、中国化工等“三桶油”为主体的、中海油及其他民营企业为补充的竞争格局。随着近年来中国经济的增速逐渐放缓,成品油需求增长潜力已十分有限,但随着“三桶油”的产能不断扩大,成品油市场早已从卖方市场转向卖方市场,从资源、价格、服务及营销策略等多方位竞争趋势已不可逆转。只有在分析客户价值基础上,实施客户关系管理,对客户开展有针对性地服务,满足客户差异化需求,才是成品油销售企业应构建的核心竞争力。本文首先对国内外关于客户关系管理(CRM)的研究进行简要阐述和总结；其次通过对ZSM石油公司的行业背景及竞争形势作了简要介绍,并对其客户关系管理的现状及存在问题进行分析,提出了应对方案；接着根据应对方案,提出了建立“ZSM石油公司客户关系管理系统(CRM)系统”,并对系统应实现的四个模块的设置目的及实现功能的分别作了阐述；之后就应对方案中的“基于客户价值分析的客户分类”进行进一步阐述,提出将客户当前价值、潜在价值和客户忠诚度结合起来,构建了基于客户终身价值的客户分类模型,通过对龙岩地区的成品油需求客户分类模型进行了实证研究。本文的创新点在于将客户当前价值、潜在价值和客户忠诚度结合起来,并结合成品油需求客户及竞争市场特点,建立了基于客户终身价值的客户价值评价体系和客户分类模型,并通过实例验证。提出“ZSM石油公司直分销客户管理系统”的解决方案,通过对成品油需求客户进行分类,并建立客户信息分析整体视图,有效挖掘高价值客户,使公司有限资源能有针对性的投入,进一步加强核心竞争力,提升企业的运营效率,从而获得更多的投入产出收益。
[Abstract]:ZSM Oil Company is the first provincial oil sales enterprise in China, jointly invested by Sinopec, ExxonMobil and Saudi Aramco, and is the main supplier of refined oil products in Fujian Province. The Fujian refined oil market has basically formed a competitive pattern in which "three barrels of oil", such as Sinopec, China Petroleum Corporation and China Chemical Industry, are the mainstay, supplemented by CNOOC and other private enterprises. With the growth rate of the Chinese economy gradually slowing down in recent years, The growth potential of refined oil demand has been very limited, but with the continuous expansion of the production capacity of "three barrels of oil," the refined oil market has long since shifted from the seller's market to the seller's market, from resources to prices. The trend of service and marketing strategy has become irreversible. Only on the basis of customer value analysis, customer relationship management should be carried out to provide targeted service to customers to meet the needs of customer differentiation. Is the product oil sales enterprises should build the core competitiveness. In this paper, firstly, the research on CRM at home and abroad is briefly described and summarized, and then the background and competition situation of ZSM Oil Company are briefly introduced. After analyzing the current situation and existing problems of customer relationship management, the author puts forward the corresponding plan, and then according to the corresponding plan, This paper puts forward the establishment of customer relationship Management system (CRM) system of ZSM Petroleum Company, and expounds the purpose of setting up the four modules and the functions to be realized in the system. After that, the customer classification based on customer value analysis is further elaborated, and the customer classification model based on customer lifetime value is constructed by combining customer current value, potential value and customer loyalty. The customer classification model of oil product demand in Longyan area is studied empirically. The innovation of this paper is to combine customer's current value, potential value and customer loyalty, and combine with the characteristics of product oil demand customers and competitive market. The customer value evaluation system and customer classification model based on customer lifetime value are established, and the solution of "customer Management system for Direct Distribution of ZSM Oil Company" is put forward. And set up the overall view of customer information analysis, effectively mining high-value customers, so that the limited resources of the company can be targeted input, further strengthen the core competitiveness, improve the operational efficiency of enterprises, thereby obtaining more input-output income.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.22

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