港口客户关系模型的研究
发布时间：2018-10-16 14:17
【摘要】：在中国加入WTO后,以及近来遭受美国次贷危机与欧洲债务危机的影响,港口行业面临国外环境不断变化以及国内压力不断增大的新形势。如何改善其传统的作业模式,形成“以客户为中心”的企业文化,通过建立与客户信息互动平台,了解关键客户的需求,开展一对一营销,并调动企业内部资源为客户提供更为优质的服务,达到港口企业与客户双赢的目标,是摆在港口企业决策者面前必须解决的难题。 本文研究了适合港口企业的客户关系管理模型,在港口企业的客户全生命周期曲线的基础上,参照客户生命周期价值模型,将CLP进行进一步细化,并提出了港口企业的基于CLP预测的客户价值细分；从总体上探讨了港口企业的客户满意度和客户忠诚度,并根据港口企业的一般特征建立了客户忠诚度指标体系,并构建了基于神经网络的客户忠诚度识别模型,从而可方便计算出输入的客户忠诚指标值；之后又研究了广州港集团黄埔港务有限公司客户关系管理现状,邀请专家根据层次分析法来获得该公司客户忠诚度指标体系各项权重,并以货主客户为例,研究了货主客户的客户价值、客户忠诚度水平；而且通过对广州港集团黄埔港务有限公司客户关系的研究,提出了其客户关系管理的改进措施；最后,对课题的研究成果进行总结,并对客户关系管理在港口企业的进一步应用做出展望。 本文的研究立足于港口企业的实际情况,应用实证研究方法,将客户关系管理的理论应用于港口企业,力求从实际中来,再到实际中去,给企业以实际的指导。同时,也希望能够给港口客户关系管理理论和应用带来正面影响,以推动客户关系管理在我国港口企业的应用和发展。图9幅,表22个,参考文献45篇。
[Abstract]:After China's entry into the WTO and the recent impact of the U.S. subprime mortgage crisis and the European debt crisis, the port industry is facing the new situation of constantly changing foreign environment and increasing domestic pressure. How to improve its traditional operation mode, form a "customer-centered" corporate culture, through the establishment of an interactive platform with customer information, understand the needs of key customers, carry out one-to-one marketing, It is a difficult problem that must be solved in front of the decision makers of port enterprises to mobilize the internal resources of enterprises to provide better service for customers and to reach the goal of win-win situation between port enterprises and customers. In this paper, the customer relationship management model suitable for port enterprises is studied. Based on the customer life cycle curve of port enterprises, the CLP is further refined according to the customer life cycle value model. The customer value segmentation based on CLP prediction is put forward, the customer satisfaction degree and customer loyalty degree of port enterprise are discussed, and the customer loyalty index system is established according to the general characteristics of port enterprise. The customer loyalty recognition model based on neural network is constructed, which can easily calculate the customer loyalty index value, and then study the current situation of customer relationship management of Guangzhou Port Group Whampoa Port Co., Ltd. Experts are invited to obtain the weight of customer loyalty index system according to AHP, and take the customer as an example to study the customer value and customer loyalty level. And through the study of the customer relationship of Guangzhou Port Group Huangpu Port Co., Ltd., the improvement measures of customer relationship management are put forward. Finally, the research results of the subject are summarized. The further application of CRM in port enterprises is prospected. Based on the actual situation of port enterprises, this paper applies the theory of customer relationship management to port enterprises, and tries to give practical guidance to enterprises by applying the theory of customer relationship management to port enterprises. At the same time, it also hopes to bring positive influence to the theory and application of port customer relationship management, so as to promote the application and development of customer relationship management in port enterprises of our country. There are 9 figures, 22 tables and 45 references.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F552
本文编号：2274628
[Abstract]:After China's entry into the WTO and the recent impact of the U.S. subprime mortgage crisis and the European debt crisis, the port industry is facing the new situation of constantly changing foreign environment and increasing domestic pressure. How to improve its traditional operation mode, form a "customer-centered" corporate culture, through the establishment of an interactive platform with customer information, understand the needs of key customers, carry out one-to-one marketing, It is a difficult problem that must be solved in front of the decision makers of port enterprises to mobilize the internal resources of enterprises to provide better service for customers and to reach the goal of win-win situation between port enterprises and customers. In this paper, the customer relationship management model suitable for port enterprises is studied. Based on the customer life cycle curve of port enterprises, the CLP is further refined according to the customer life cycle value model. The customer value segmentation based on CLP prediction is put forward, the customer satisfaction degree and customer loyalty degree of port enterprise are discussed, and the customer loyalty index system is established according to the general characteristics of port enterprise. The customer loyalty recognition model based on neural network is constructed, which can easily calculate the customer loyalty index value, and then study the current situation of customer relationship management of Guangzhou Port Group Whampoa Port Co., Ltd. Experts are invited to obtain the weight of customer loyalty index system according to AHP, and take the customer as an example to study the customer value and customer loyalty level. And through the study of the customer relationship of Guangzhou Port Group Huangpu Port Co., Ltd., the improvement measures of customer relationship management are put forward. Finally, the research results of the subject are summarized. The further application of CRM in port enterprises is prospected. Based on the actual situation of port enterprises, this paper applies the theory of customer relationship management to port enterprises, and tries to give practical guidance to enterprises by applying the theory of customer relationship management to port enterprises. At the same time, it also hopes to bring positive influence to the theory and application of port customer relationship management, so as to promote the application and development of customer relationship management in port enterprises of our country. There are 9 figures, 22 tables and 45 references.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F552
【引证文献】
相关硕士学位论文 前1条
1 关军平;锦州港粮食货源营销策略研究[D];大连海事大学;2013年
，本文编号：2274628
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