基于客户价值的A饲料公司客户管理策略研究

发布时间：2018-01-04 07:24

本文关键词：基于客户价值的A饲料公司客户管理策略研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着市场竞争日趋激烈,如何有效地管理客户关系已成为A饲料公司所面临的最大挑战。由于缺乏有效的客户价值评价方法,管理层未能清晰地理解客户价值贡献,无法差异化管理客户,难以有效分配资源实现企业收益最大化。本文旨在构建适合于A公司的客户价值评价模型,帮助公司科学全面地评价客户价值,基于客户价值进行客户细分和差异化管理,从而提升客户价值和公司竞争力。本文的主要工作和研究成果如下:首先,分析了A饲料公司管理现状。从供需、下游客户、产品结构及产业集中度对饲料行业进行了详尽分析,数据表明:饲料行业竞争近年来日趋激烈,对客户的争夺持续加剧;通过五力分析得出A公司威胁主要来自于同业竞争和买方议价能力;分析了A公司目前客户管理所采用的ABC分类法存在客户分类指标单一、客户差异化管理缺乏针对性等问题。第二,构建并应用了A公司客户价值评价模型。结合前人已有的指标体系,访谈公司相关专家,从当前价值和潜在价值两个方面,初构了A公司的客户价值评价指标候选集合,形成了2级7个、3级19个的多层客户价值指标体系。运用层次分析法对各级指标的权重进行了初步确认。在此基础上,删除权重较低的指标,进行修正和优化评价指标体系,使评价体系更具操作性。最后,确认了各个指标值的记分标准,对A公司60个客户的价值进行了计算。第三,基于客户价值计算,进行了客户细分并设计了差异化客户管理策略。采用K-means聚类方法将60个客户以当前价值和潜在价值两个维度细分为4类,分别为高价值客户、次价值客户、潜价值客户及低价值客户。针对次价值客户、潜价值客户及低价值客户的特征,根据一级和二级指标,设计客户价值提升路径;针对四类客户的二级和三级指标,设计了差异化管理策略,包括客户维系和客户价值提升的管理策略。本文的研究成果为A饲料公司设计合理的客户分类和管理策略提供了理论依据,对公司的长久发展具有极为重要的意义,另外对饲料行业的其他企业也有一定的参考和借鉴意义。
[Abstract]:With the increasingly fierce market competition, how to effectively manage customer relationship has become the biggest challenge faced by A feed company. Due to the lack of effective customer value evaluation method. The management can not clearly understand customer value contribution, can not differentiate the management of customers, it is difficult to effectively allocate resources to maximize corporate income. This paper aims to build a customer value evaluation model suitable for A company. To help companies evaluate customer value scientifically and comprehensively, customer segmentation and differentiation management based on customer value, so as to enhance customer value and competitiveness. The main work and research results are as follows: first of all. The present management situation of A feed company was analyzed. The feed industry was analyzed in detail from the aspects of supply and demand, downstream customers, product structure and industrial concentration. The data showed that the competition of feed industry was becoming more and more fierce in recent years. The competition for customers continues to intensify; Through the analysis of the five forces, it is concluded that the threat of company A mainly comes from the interbank competition and the bargaining power of the buyer. This paper analyzes the problems of single customer classification index and lack of pertinence of customer differentiation management in the ABC classification method used in customer management in company A. second. The customer value evaluation model of company A is constructed and applied. Combining with the existing index system, the author interviews the relevant experts of the company, from the current value and the potential value two aspects. The candidate set of customer value evaluation index of company A has been initially constructed, and 7 levels of customer value have been formed. Three levels of 19 multi-level customer value index system. The use of analytic hierarchy process at all levels of the weights of indicators were preliminarily confirmed. On this basis, delete the lower weight of the indicators, to modify and optimize the evaluation index system. The evaluation system is more operable. Finally, the scoring standard of each index value is confirmed, and the value of 60 customers in company A is calculated. Thirdly, based on customer value calculation. Customer segmentation and design of differentiated customer management strategy. K-means clustering method is used to subdivide 60 customers into four categories with two dimensions of current value and potential value, respectively, high-value customers. Second value customer, latent value customer and low value customer. According to the characteristics of secondary value customer, latent value customer and low value customer, according to the first and second level index, design customer value promotion path; Aiming at the second and third level indexes of four kinds of customers, the differential management strategy is designed. Including customer maintenance and customer value promotion management strategy. The research results of this paper provide a theoretical basis for A feed company to design reasonable customer classification and management strategy. It is of great significance to the long-term development of the company and also to other enterprises in the feed industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F326.6

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