發(fā)布時(shí)間：2018-03-07 13:14

  本文選題：成品油市場(chǎng)　切入點(diǎn)：客戶價(jià)值　出處：《廈門大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：ZSM石油公司是由中國(guó)石化、�？松梨诤蜕程匕⒚拦餐顿Y設(shè)立的中國(guó)境內(nèi)第一家整體合資的省級(jí)成品油銷售企業(yè),是福建省成品油主渠道供應(yīng)商。目前,福建成品油市場(chǎng)基本上形成以中國(guó)石化、中國(guó)石油、中國(guó)化工等“三桶油”為主體的、中海油及其他民營(yíng)企業(yè)為補(bǔ)充的競(jìng)爭(zhēng)格局。隨著近年來(lái)中國(guó)經(jīng)濟(jì)的增速逐漸放緩,成品油需求增長(zhǎng)潛力已十分有限,但隨著“三桶油”的產(chǎn)能不斷擴(kuò)大,成品油市場(chǎng)早已從賣方市場(chǎng)轉(zhuǎn)向賣方市場(chǎng),從資源、價(jià)格、服務(wù)及營(yíng)銷策略等多方位競(jìng)爭(zhēng)趨勢(shì)已不可逆轉(zhuǎn)。只有在分析客戶價(jià)值基礎(chǔ)上,實(shí)施客戶關(guān)系管理,對(duì)客戶開(kāi)展有針對(duì)性地服務(wù),滿足客戶差異化需求,才是成品油銷售企業(yè)應(yīng)構(gòu)建的核心競(jìng)爭(zhēng)力。 本文首先對(duì)國(guó)內(nèi)外關(guān)于客戶關(guān)系管理(CRM)的研究進(jìn)行簡(jiǎn)要闡述和總結(jié)；其次通過(guò)對(duì)ZSM石油公司的行業(yè)背景及競(jìng)爭(zhēng)形勢(shì)作了簡(jiǎn)要介紹,并對(duì)其客戶關(guān)系管理的現(xiàn)狀及存在問(wèn)題進(jìn)行分析,提出了應(yīng)對(duì)方案；接著根據(jù)應(yīng)對(duì)方案,提出了建立“ZSM石油公司客戶關(guān)系管理系統(tǒng)(CRM)系統(tǒng)”,并對(duì)系統(tǒng)應(yīng)實(shí)現(xiàn)的四個(gè)模塊的設(shè)置目的及實(shí)現(xiàn)功能的分別作了闡述；之后就應(yīng)對(duì)方案中的“基于客戶價(jià)值分析的客戶分類”進(jìn)行進(jìn)一步闡述,提出將客戶當(dāng)前價(jià)值、潛在價(jià)值和客戶忠誠(chéng)度結(jié)合起來(lái),構(gòu)建了基于客戶終身價(jià)值的客戶分類模型,通過(guò)對(duì)龍巖地區(qū)的成品油需求客戶分類模型進(jìn)行了實(shí)證研究。 本文的創(chuàng)新點(diǎn)在于將客戶當(dāng)前價(jià)值、潛在價(jià)值和客戶忠誠(chéng)度結(jié)合起來(lái),并結(jié)合成品油需求客戶及競(jìng)爭(zhēng)市場(chǎng)特點(diǎn),建立了基于客戶終身價(jià)值的客戶價(jià)值評(píng)價(jià)體系和客戶分類模型,并通過(guò)實(shí)例驗(yàn)證。提出“ZSM石油公司直分銷客戶管理系統(tǒng)”的解決方案,通過(guò)對(duì)成品油需求客戶進(jìn)行分類,并建立客戶信息分析整體視圖,有效挖掘高價(jià)值客戶,使公司有限資源能有針對(duì)性的投入,進(jìn)一步加強(qiáng)核心競(jìng)爭(zhēng)力,提升企業(yè)的運(yùn)營(yíng)效率,從而獲得更多的投入產(chǎn)出收益。
[Abstract]:ZSM Oil Company is the first provincial oil sales enterprise in China, jointly invested by Sinopec, ExxonMobil and Saudi Aramco, and is the main supplier of refined oil products in Fujian Province. The Fujian refined oil market has basically formed a competitive pattern in which "three barrels of oil", such as Sinopec, China Petroleum Corporation and China Chemical Industry, are the mainstay, supplemented by CNOOC and other private enterprises. With the growth rate of the Chinese economy gradually slowing down in recent years, The growth potential of refined oil demand has been very limited, but with the continuous expansion of the production capacity of "three barrels of oil," the refined oil market has long since shifted from the seller's market to the seller's market, from resources to prices. The trend of service and marketing strategy has become irreversible. Only on the basis of customer value analysis, customer relationship management should be carried out to provide targeted service to customers to meet the needs of customer differentiation. Is the product oil sales enterprises should build the core competitiveness. In this paper, firstly, the research on CRM at home and abroad is briefly described and summarized, and then the background and competition situation of ZSM Oil Company are briefly introduced. After analyzing the current situation and existing problems of customer relationship management, the author puts forward the corresponding plan, and then according to the corresponding plan, This paper puts forward the establishment of customer relationship Management system (CRM) system of ZSM Petroleum Company, and expounds the purpose of setting up the four modules and the functions to be realized in the system. After that, the customer classification based on customer value analysis is further elaborated, and the customer classification model based on customer lifetime value is constructed by combining customer current value, potential value and customer loyalty. The customer classification model of oil product demand in Longyan area is studied empirically. The innovation of this paper is to combine customer's current value, potential value and customer loyalty, and combine with the characteristics of product oil demand customers and competitive market. The customer value evaluation system and customer classification model based on customer lifetime value are established, and the solution of "customer Management system for Direct Distribution of ZSM Oil Company" is put forward. And set up the overall view of customer information analysis, effectively mining high-value customers, so that the limited resources of the company can be targeted input, further strengthen the core competitiveness, improve the operational efficiency of enterprises, thereby obtaining more input-output income.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.22

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