港口客戶關系模型的研究
發(fā)布時間：2018-10-16 14:17
【摘要】：在中國加入WTO后,以及近來遭受美國次貸危機與歐洲債務危機的影響,港口行業(yè)面臨國外環(huán)境不斷變化以及國內壓力不斷增大的新形勢。如何改善其傳統(tǒng)的作業(yè)模式,形成“以客戶為中心”的企業(yè)文化,通過建立與客戶信息互動平臺,了解關鍵客戶的需求,開展一對一營銷,并調動企業(yè)內部資源為客戶提供更為優(yōu)質的服務,達到港口企業(yè)與客戶雙贏的目標,是擺在港口企業(yè)決策者面前必須解決的難題。 本文研究了適合港口企業(yè)的客戶關系管理模型,在港口企業(yè)的客戶全生命周期曲線的基礎上,參照客戶生命周期價值模型,將CLP進行進一步細化,并提出了港口企業(yè)的基于CLP預測的客戶價值細分；從總體上探討了港口企業(yè)的客戶滿意度和客戶忠誠度,并根據港口企業(yè)的一般特征建立了客戶忠誠度指標體系,并構建了基于神經網絡的客戶忠誠度識別模型,從而可方便計算出輸入的客戶忠誠指標值；之后又研究了廣州港集團黃埔港務有限公司客戶關系管理現(xiàn)狀,邀請專家根據層次分析法來獲得該公司客戶忠誠度指標體系各項權重,并以貨主客戶為例,研究了貨主客戶的客戶價值、客戶忠誠度水平；而且通過對廣州港集團黃埔港務有限公司客戶關系的研究,提出了其客戶關系管理的改進措施；最后,對課題的研究成果進行總結,并對客戶關系管理在港口企業(yè)的進一步應用做出展望。 本文的研究立足于港口企業(yè)的實際情況,應用實證研究方法,將客戶關系管理的理論應用于港口企業(yè),力求從實際中來,再到實際中去,給企業(yè)以實際的指導。同時,也希望能夠給港口客戶關系管理理論和應用帶來正面影響,以推動客戶關系管理在我國港口企業(yè)的應用和發(fā)展。圖9幅,表22個,參考文獻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.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F552
本文編號：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.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F552
【引證文獻】
相關碩士學位論文 前1條
1 關軍平;錦州港糧食貨源營銷策略研究[D];大連海事大學;2013年
，本文編號：2274628
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