企业组织客户资源配置模型构建

发布时间：2018-05-28 21:46

本文选题：组织客户 + 资源配置　；参考：《北京邮电大学》2013年硕士论文

【摘要】：随着组织市场的不断发展,组织客户成为各个企业的主要利润贡献者,组织客户的资源配置工作逐渐演变为客户关系管理工作中的重要环节,是企业利润来源的重要保证。基于此,本文的主要研究内容和成果如下： (1)基于组织客户及企业营销资源的特点,将企业针对组织客户分配的营销资源进行了分类本文从企业客户关系管理活动及组织客户特点出发,解释了组织客户的内涵。进而结合文献研究,首先总结了过去企业中组织客户分级管理的一般情况,认为企业不仅要考虑自身的利润,也需要考虑组织客户的效用。同时,通过研究不同角度分类的营销资源,将本文的营销资源分为两类：客户获取资源和客户维系资源,为下文企业效益和客户效用双目标最优化资源配置模型的构建奠定了基础。 (2)基于本文中企业营销资源的分类,构建了企业效益和客户效用双目标最优化资源配置模型基于以往有关资源配置模型方法的详细分析对比,选取了成熟的帕累托最优解和柯布-道格拉斯生产函数作为构建双目标规划模型的理论基础。分别包含了①消费者函数。根据经济学中基本的效用理论,构建了消费者函数,给出了客户效用及其获得资源数量之间的关系。②生产者函数。企业存在的目的就是盈利,结合生产函数及收入函数,构建了企业的利润函数。③服务质量(QoS)的引入。企业为客户分配资源以求达到均衡,然而分配数量与客户期望的数量不一定相符,因此,引入服务质量的概念,约束企业分配资源的数量,使其尽可能接近客户需求的数量,保证资源配置的效率。 (3)运用MATLAB软件,分别使用线性加权和法、目标达到法以及两种方法的综合使用,对本文的资源配置模型进行仿真试验首先建立了背景为通信行业的算例。考虑某电信运营商的集团客户部需要进行营销资源的合理使用决策,涉及到的客户是两个差异比较明显的集团客户。接下来简单介绍了线性加权和法和目标达到法的基本形式,以及各自的求解过程,分别单独和综合使用它们求得算例的解,发现当QoS取一定数值时,模型可以获取最优解。同时对三种解法的结果进行拟合,通过对拟合结果的比较,认为将两种方法结合使用效果更佳。
[Abstract]:With the development of the organizational market, the organizational customer becomes the main profit contributor of each enterprise, and the resource allocation of the organization customer becomes an important link in the customer relationship management, which is the important guarantee of the profit source of the enterprise. Based on this, the main contents and achievements of this paper are as follows: Based on the characteristics of organizational customers and marketing resources of enterprises, the marketing resources allocated by enterprises to organizational customers are classified. This paper explains the connotation of organizational customer from the point of view of customer relationship management activities and organizational customer characteristics. Then combined with the literature research, this paper summarizes the general situation of organizational customer hierarchical management in the past, and thinks that enterprises should not only consider their own profits, but also consider the utility of organizational customers. At the same time, by studying the marketing resources classified from different angles, this paper divides the marketing resources into two categories: customer access resources and customer maintenance resources. It lays a foundation for the establishment of the optimal resource allocation model of enterprise benefit and customer utility. 2) based on the classification of enterprise marketing resources in this paper, a dual objective optimization resource allocation model of enterprise benefit and customer utility is constructed. Based on the detailed analysis and comparison of the previous methods of resource allocation model, the mature Pareto optimal solution and Cobb-Douglas production function are selected as the theoretical basis for the construction of the two-objective programming model. Contains 1 consumer function respectively. According to the basic utility theory in economics, the consumer function is constructed, and the relationship between customer utility and the quantity of resources obtained is given. The purpose of enterprise existence is to make profit. Combining production function and income function, this paper constructs the introduction of profit function (3. 3) of service quality (QoS). Enterprises allocate resources to customers in order to achieve equilibrium, but the quantity of assigned resources does not always accord with the quantity of customer expectations. Therefore, the concept of quality of service is introduced to constrain the quantity of resources allocated by enterprises so as to make them as close as possible to the quantity of customer demand. Ensure the efficiency of resource allocation. 3) using MATLAB software, using linear weighted sum method, goal reaching method and the combination of the two methods, the simulation experiment of the resource allocation model in this paper is carried out. At first, the example of communication industry with background is established. Considering that the group customer department of a telecom operator needs to make rational use of marketing resources, the customers involved are two distinct group customers. Then the basic forms of the linear weighted sum method and the goal reaching method are briefly introduced, and their respective solving processes are introduced. They are used separately and synthetically to obtain the solution of the example. It is found that the model can obtain the optimal solution when the QoS takes a certain numerical value. At the same time, the results of the three methods are fitted. Through the comparison of the fitting results, it is considered that it is better to combine the two methods.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F224

【参考文献】