GD移动集团客户价值评估方法及应用研究

发布时间：2018-06-25 10:15

本文选题：集团客户价值评估 + 层次分析法　；参考：《电子科技大学》2013年硕士论文

【摘要】：移动运营商要抢占集团客户市场，由于实际的营销资源和人力资源是有限的，所以要对集团客户实施差异化对待，，将重要资源投放到高价值客户，优先抢占高价值客户和避免高价值客户流失。这就说明对集团客户进行分类分级的重要性，但是目前在各运营商中，集团客户分类存在较大的粗放性，分类缺乏理论依据，在实际操作过程中对集团客户分类不准确，造成资源投放不合理，需要有一套理论与实际结合的集团客户价值评估办法，做到准确地对集团客户分类，为精准的差异化营销和分级服务提供基础。本文介绍了集团客户相关产品，集团客户中的相关概念，分析了影响集团客户价值评估的各项指标，并对各项指标做了分类，详细说明各项指标的量化情况，对不能量化的指标通过专家打分的方式实现量化，为后期的价值评估建模做好准备。介绍了通过层次分析法对集团客户价值评估的各项指标建立比较矩阵、计算权向量、最终确定集团客户各个影响指标的权重系数，再通过对集团各项指标数据的标准化处理，最终确定集团客户价值评估模型。通过价值评估模型确定的各个集团的价值得分大小，对集团客户实施分级分级，再根据集团客户的分层分级结果，对不同级别的客户开展对应的营销方式和服务方式，达到集团客户价值评估的最终目的。
[Abstract]:Mobile operators want to seize the group customer market, because the actual marketing resources and human resources are limited, so the group customers should be treated differently and put important resources into high-value customers. Preemption of high-value customers and avoid high-value customer turnover. This shows the importance of classifying and classifying group customers, but at present in all operators, the classification of group customers is extensive, lacking of theoretical basis, and the classification of group customers is not accurate in the actual operation process. It is necessary to have a set of group customer value evaluation method combining theory and practice to classify group customers accurately and to provide the basis for accurate differentiated marketing and grading services. This paper introduces the related products of group customers and the related concepts among group customers, analyzes the indexes that affect the evaluation of group customer value, and classifies each index, and explains the quantification of each index in detail. The indexes that can not be quantified can be quantified by experts, so as to prepare for the modeling of value evaluation in the later stage. This paper introduces the establishment of comparison matrix and the calculation of weight vector for each index of group customer value evaluation by analytic hierarchy process (AHP), and finally determines the weight coefficient of each influence index of group customer, and then through the standardization processing of each index data of group. Finally determine the group customer value evaluation model. Through the value evaluation model to determine the value score of each group, the group customers are classified, and then according to the hierarchical grading results of group customers, the corresponding marketing and service methods for different levels of customers are carried out. Achieve the group customer value evaluation of the ultimate purpose.
【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;F626

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