本文選題：客戶流失因素分析　切入點(diǎn)：客戶挽留策略　出處：《電子科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著全球經(jīng)濟(jì)和科技的迅猛發(fā)展，勞動(dòng)生產(chǎn)率急劇提升，市場(chǎng)上產(chǎn)品和服務(wù)供給豐富且多樣，絕大部分的市場(chǎng)變成了買方市場(chǎng)。由于企業(yè)間的競(jìng)爭(zhēng)不斷的加劇，產(chǎn)品導(dǎo)向轉(zhuǎn)變?yōu)榭蛻魧?dǎo)向，形成了新的競(jìng)爭(zhēng)格局�？蛻袅魇КF(xiàn)象突出，優(yōu)質(zhì)客戶資源成為企業(yè)爭(zhēng)奪的焦點(diǎn)，并成為衡量企業(yè)核心競(jìng)爭(zhēng)力的重要指標(biāo)。 客戶流失與客戶保持是同現(xiàn)象的兩個(gè)對(duì)立面，屬于客戶關(guān)系管理的分支。本文研究的對(duì)象是T公司的客戶流失因素及分析、模型構(gòu)建及客戶保持應(yīng)對(duì)策略，運(yùn)用了文獻(xiàn)法、個(gè)案調(diào)研法及實(shí)驗(yàn)法。首先，對(duì)客戶流失及保持的相關(guān)研究文獻(xiàn)作了概括論述，對(duì)工業(yè)氣體行業(yè)背景、當(dāng)前T公司現(xiàn)狀和客戶流失因素進(jìn)行了分析，介紹T公司客戶流失的數(shù)據(jù)挖掘和模型構(gòu)建；其次，對(duì)T公司客戶的數(shù)據(jù)，選擇了三種分類算法，分析客戶流失數(shù)據(jù)的結(jié)果，校驗(yàn)三種分類方法的結(jié)果以及性能比較。然后，根據(jù)客戶價(jià)值和營(yíng)銷工具組合理論和文獻(xiàn)資料，提出適合T公司的客戶挽留策略；最后，總結(jié)本文及研究局限，展望未來的研究方向。本文希望能通過分析評(píng)估T公司客戶價(jià)值，結(jié)合數(shù)據(jù)挖掘模型和企業(yè)的需要，進(jìn)行客戶群細(xì)分管理及提供差異化服務(wù)；通過對(duì)客戶流失的分析，，尋找相應(yīng)的客戶挽留策略，保持對(duì)T公司有利的客戶資源；在預(yù)算約束的條件下，優(yōu)化企業(yè)有限的資源分配，實(shí)現(xiàn)股東價(jià)值最大化。
[Abstract]:With the rapid development of the global economy and technology, labor productivity sharply, the market supply of products and services are rich and varied, the vast majority of the market into a buyer's market. The competition among enterprises is intensified, product oriented to customer oriented, the formation of a new pattern of competition. Customer churn phenomenon is prominent, high quality customers resources become the focus of the competition among corporations, and has become an important index for measuring the core competitiveness of enterprises.
Customer churn and customer retention is the same phenomenon of two opposite, belong to the branch of customer relationship management. The object of this paper is the analysis of customer churn and factors of T company, and build customer model strategies to maintain, use a literature method, case research method and experimental method. Firstly, the relevant literature and the loss of customers keep the summarized, for the industrial gas industry background, the current situation of T company and customer loss factors are analyzed, the construction model of T, introduces the data mining and customer churn; secondly, the T company customer data, choose three kinds of classification algorithms, the data results of customer churn analysis, comparative check three classification results and performance. Then, according to the customer value and marketing tool combination theory and literature, put forward the customer retention strategy for T company; finally, summarizes the limitations of this study and, Directions for future research. This paper hopes through the analysis of customer value evaluation of T company, combining with the data mining model and the needs of enterprises, customer segmentation management group and provide differentiated services; through the analysis of the loss of customers, looking for customer retention strategies for T company, maintain favorable customer resources in the budget constraint; under the condition of optimal allocation of Resources Enterprises Limited, to maximize shareholder value.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274

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本文編號(hào)：1563547