港口海运煤客户价值评价方法研究

发布时间：2018-03-28 08:07

本文选题：海运煤　切入点：客户关系管理　出处：《大连海事大学》2012年硕士论文

【摘要】：煤炭是我国的主体能源,占到一次能源结构比重的70%左右,且其主体地位在未来相当长的时期内不会改变。煤炭产业作为关系国家经济命脉和能源安全的重要基础产业,随着我国煤炭行业市场化进程的不断深入,煤炭企业必将面对更为复杂多变和竞争激烈的销售局面。煤炭企业要想提升自身的竞争力,扩大煤炭销售市场,提高市场占有率,实现企业利润最大化,就应摒弃计划经济条件下形成的传统营销观念,引入客户关系管理思想,树立以客户为中心的营销理念。通过对客户价值、客户行为进行科学分析,以实现客户细分,从而对不同的客户群实施有针对性的营销策略,合理有效地配置企业有限的资源。不断提升质量管理与技术服务水平,提高客户满意度与忠诚度,与客户签订长期合同建立长期稳定的战略合作关系等,不断扩大销售市场份额,最终实现企业利润最大化。本文从海运煤供应链的结构及特点出发,着重分析了海运煤客户的类型及其需求特点,以海运煤企业客户价值为研究对象,通过分析客户价值主要的影响因素,综合考虑客户的当前价值和潜在价值,构建了海运煤企业客户价值评价指标体系,提出了运用多层模糊综合评价法对海运煤客户价值进行综合评价。最后,针对性地提出港口海运煤企业进行客户管理的两方面具体措施,包括建立煤炭销售质量全程管理制度与以高质量的客户服务培养企业忠诚客户。
[Abstract]:Coal is the main source of energy in China, accounting for about 70% of the primary energy structure, and its dominant position will not be changed in a long period of time in the future. Coal industry is an important basic industry related to the national economic lifeline and energy security. With the deepening of the marketization process of the coal industry in our country, the coal enterprises are bound to face a more complicated and changeable and competitive marketing situation. The coal enterprises want to enhance their own competitiveness, expand the coal sales market, and increase their market share. To realize the maximization of enterprise profit, we should abandon the traditional marketing concept formed under the planned economy, introduce the idea of customer relationship management, set up the marketing idea of customer as the center, analyze the customer value and customer behavior scientifically. In order to realize customer segmentation, implement targeted marketing strategy to different customer groups, reasonably and effectively allocate limited resources of enterprises, continuously improve quality management and technical service level, improve customer satisfaction and loyalty, Sign long-term contracts with customers to establish long-term stable strategic cooperation relationship, expand the market share of sales, and realize the profit maximization. Based on the structure and characteristics of seaborne coal supply chain, this paper emphatically analyzes the types and demand characteristics of seaborne coal customers, taking the customer value of seaborne coal enterprises as the research object, and analyzing the main influencing factors of customer value. Considering the current and potential value of the customers, this paper constructs the evaluation index system of the customer value of the marine coal enterprise, and puts forward the comprehensive evaluation of the customer value of the marine coal enterprise by using the multi-layer fuzzy comprehensive evaluation method. This paper puts forward two specific measures for port and seaborne coal enterprises to carry out customer management, including the establishment of coal sales quality management system and the cultivation of loyal customers with high quality customer service.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.21;F552;F224

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