基于价值创造的城际高铁客运CRM模型及CRM系统规划

发布时间：2018-03-17 20:33

本文选题：客户关系管理　切入点：价值创造　出处：《成都理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着“十二·五计划”的提出，近几年高速铁路的兴起改变了大众出行的传统决策模式，高铁凭借其在速度上的大幅提升以及列车车型的优越特性，得到了客运市场的青睐，给城际高铁客运市场乃至整个道路客运行业带来了不小的冲击。随着市场经济发展的深入，客户经济时代的到来，铁路运输业如何能把握住市场脉搏、满足旅客对出行交通工具和旅途服务的需求，如何平衡其运营收益与社会效益之间的关系，即企业价值与客户价值的关系，是高铁时代应该关注的问题。为顾客创造更多的价值是出发点，实现顾客和企业的双赢是落脚点。本文从客户关系管理理论入手，将价值创造原理引入CRM理论中，，分析了价值创造与CRM之间的密切关系，并描述了CRM的价值驱动原理，即CRM为顾客创造价值的同时也为企业创造价值。文章分析了中国铁路行业背景及在该行业实施CRM的必要性，根据城际高铁客运行业目前的营销现状，阐释了该行业实施CRM战略是必然的趋势，并构建了城际高铁客运行业CRM价值创造模型；以成渝客运通道作为案例，列举并分析了该通道目前的营销现状和存在的主要问题；引入层次分析法和ABC分析法，对成渝客运通道的旅客特征和乘客价值进行分析，并通过乘客分类，明确了CRM战略实施面向的目标群体；最后根据调查研究结果，为成渝高铁客运行业提出了一套基于价值创造的CRM战略及系统规划方案。本文主要研究成果有：（1）基于CRM理论及其价值创造原理，分析了CRM创造价值的过程，探讨了CRM的价值驱动原理，通过实施CRM战略，企业与客户的关系价值得到提升，最终双方实现互创价值的双赢。（2）通过对中国铁路行业背景和中国城际高铁行业营销现状的考察，分析了高铁行业实施CRM战略的可行性和必要性。在此基础上，建立了城际高铁客运行业CRM价值创造模型。（3）以成渝客运通道为例，对成渝城际高铁客运和高速公路客运的旅客运输特性做了对比分析，通过对其运营现状的考察，运用层次分析法研究了成渝客运通道乘客出行交通工具选择决策情况，引入ABC分析法，按照乘客价值的高低对乘客进行了分类，明确了中高端客户是高铁客运行业的目标客户群。（4）提出了成渝高铁客运CRM战略及系统规划，为高铁行业实施客户关系管理战略实现企业与顾客的价值创造提供指导。
[Abstract]:With the "12 路5" plan proposed, the rise of high-speed railway in recent years has changed the traditional decision-making mode of mass travel. High-speed rail has been favored by the passenger transport market because of its rapid increase in speed and the superior characteristics of train models. With the deepening of the market economy and the arrival of the customer economic age, how can the railway transport industry grasp the pulse of the market? How to balance the relationship between operating income and social benefits, that is, the relationship between enterprise value and customer value, to meet the needs of passengers for travel vehicles and travel services. Creating more value for customers is the starting point and realizing the win-win situation between customers and enterprises is the foothold. Starting with the theory of customer relationship management, this paper introduces the theory of value creation into CRM theory, analyzes the close relationship between value creation and CRM, and describes the value driving principle of CRM. This paper analyzes the background of Chinese railway industry and the necessity of implementing CRM in this industry, according to the current marketing situation of intercity high-speed rail passenger transport industry. This paper explains the inevitable trend of implementing CRM strategy in this industry, and constructs the CRM value creation model of intercity high-speed railway passenger transport industry, taking Chengdu-Chongqing passenger transport channel as a case, enumerates and analyzes the current marketing situation and main problems of this channel. This paper introduces the analytic hierarchy process (AHP) and the ABC analysis method to analyze the passenger characteristics and passenger value of Chengdu-Chongqing passenger corridor, and through passenger classification, defines the target groups for the implementation of CRM strategy, and finally, according to the research results, This paper presents a set of CRM strategy and system planning scheme based on value creation for Chengdu-Chongqing high-speed railway passenger transport industry. The main research results of this paper are as follows:. 1) based on CRM theory and value creation principle, this paper analyzes the process of CRM value creation, probes into the value driving principle of CRM. Through the implementation of CRM strategy, the relationship value between enterprise and customer is promoted, and finally both sides realize the win-win of creating value mutually. This paper analyzes the feasibility and necessity of implementing CRM strategy in China's high-speed rail industry through the investigation of the background of China's railway industry and the current marketing situation of China's inter-city high-speed rail industry, and on this basis, establishes a model of CRM value creation in intercity high-speed rail passenger transport industry. Taking Chengdu-Chongqing passenger transport corridor as an example, this paper makes a comparative analysis of passenger transport characteristics of Chengdu-Chongqing intercity high-speed railway passenger transport and highway passenger transport, and through the inspection of its operation status quo, In this paper, the decision making of passengers' travel choice in Chengdu-Chongqing passenger transport channel is studied by using the analytic hierarchy process (AHP), and the passengers are classified according to the value of passengers by introducing the ABC analysis method. It is clear that high-end customers are the target group of high-speed passenger transport industry. This paper puts forward the CRM strategy and system planning of Chengdu-Chongqing high-speed railway passenger transport, which provides guidance for the implementation of customer relationship management strategy to realize the value creation of enterprises and customers.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：U293.1;U238

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