本文選題：組織客戶 + 資源配置��； 參考：《北京郵電大學(xué)》2013年碩士論文

【摘要】：隨著組織市場的不斷發(fā)展,組織客戶成為各個(gè)企業(yè)的主要利潤貢獻(xiàn)者,組織客戶的資源配置工作逐漸演變?yōu)榭蛻絷P(guān)系管理工作中的重要環(huán)節(jié),是企業(yè)利潤來源的重要保證�；诖�,本文的主要研究內(nèi)容和成果如下： (1)基于組織客戶及企業(yè)營銷資源的特點(diǎn),將企業(yè)針對組織客戶分配的營銷資源進(jìn)行了分類 本文從企業(yè)客戶關(guān)系管理活動(dòng)及組織客戶特點(diǎn)出發(fā),解釋了組織客戶的內(nèi)涵。進(jìn)而結(jié)合文獻(xiàn)研究,首先總結(jié)了過去企業(yè)中組織客戶分級(jí)管理的一般情況,認(rèn)為企業(yè)不僅要考慮自身的利潤,也需要考慮組織客戶的效用。同時(shí),通過研究不同角度分類的營銷資源,將本文的營銷資源分為兩類：客戶獲取資源和客戶維系資源,為下文企業(yè)效益和客戶效用雙目標(biāo)最優(yōu)化資源配置模型的構(gòu)建奠定了基礎(chǔ)。 (2)基于本文中企業(yè)營銷資源的分類,構(gòu)建了企業(yè)效益和客戶效用雙目標(biāo)最優(yōu)化資源配置模型 基于以往有關(guān)資源配置模型方法的詳細(xì)分析對比,選取了成熟的帕累托最優(yōu)解和柯布-道格拉斯生產(chǎn)函數(shù)作為構(gòu)建雙目標(biāo)規(guī)劃模型的理論基礎(chǔ)。分別包含了①消費(fèi)者函數(shù)。根據(jù)經(jīng)濟(jì)學(xué)中基本的效用理論,構(gòu)建了消費(fèi)者函數(shù),給出了客戶效用及其獲得資源數(shù)量之間的關(guān)系。②生產(chǎn)者函數(shù)。企業(yè)存在的目的就是盈利,結(jié)合生產(chǎn)函數(shù)及收入函數(shù),構(gòu)建了企業(yè)的利潤函數(shù)。③服務(wù)質(zhì)量(QoS)的引入。企業(yè)為客戶分配資源以求達(dá)到均衡,然而分配數(shù)量與客戶期望的數(shù)量不一定相符,因此,引入服務(wù)質(zhì)量的概念,約束企業(yè)分配資源的數(shù)量,使其盡可能接近客戶需求的數(shù)量,保證資源配置的效率。 (3)運(yùn)用MATLAB軟件,分別使用線性加權(quán)和法、目標(biāo)達(dá)到法以及兩種方法的綜合使用,對本文的資源配置模型進(jìn)行仿真試驗(yàn) 首先建立了背景為通信行業(yè)的算例�？紤]某電信運(yùn)營商的集團(tuán)客戶部需要進(jìn)行營銷資源的合理使用決策,涉及到的客戶是兩個(gè)差異比較明顯的集團(tuán)客戶。接下來簡單介紹了線性加權(quán)和法和目標(biāo)達(dá)到法的基本形式,以及各自的求解過程,分別單獨(dú)和綜合使用它們求得算例的解,發(fā)現(xiàn)當(dāng)QoS取一定數(shù)值時(shí),模型可以獲取最優(yōu)解。同時(shí)對三種解法的結(jié)果進(jìn)行擬合,通過對擬合結(jié)果的比較,認(rèn)為將兩種方法結(jié)合使用效果更佳。
[Abstract]:With the development of the organizational market, the organizational customer becomes the main profit contributor of each enterprise, and the resource allocation of the organization customer becomes an important link in the customer relationship management, which is the important guarantee of the profit source of the enterprise. Based on this, the main contents and achievements of this paper are as follows: Based on the characteristics of organizational customers and marketing resources of enterprises, the marketing resources allocated by enterprises to organizational customers are classified. This paper explains the connotation of organizational customer from the point of view of customer relationship management activities and organizational customer characteristics. Then combined with the literature research, this paper summarizes the general situation of organizational customer hierarchical management in the past, and thinks that enterprises should not only consider their own profits, but also consider the utility of organizational customers. At the same time, by studying the marketing resources classified from different angles, this paper divides the marketing resources into two categories: customer access resources and customer maintenance resources. It lays a foundation for the establishment of the optimal resource allocation model of enterprise benefit and customer utility. 2) based on the classification of enterprise marketing resources in this paper, a dual objective optimization resource allocation model of enterprise benefit and customer utility is constructed. Based on the detailed analysis and comparison of the previous methods of resource allocation model, the mature Pareto optimal solution and Cobb-Douglas production function are selected as the theoretical basis for the construction of the two-objective programming model. Contains 1 consumer function respectively. According to the basic utility theory in economics, the consumer function is constructed, and the relationship between customer utility and the quantity of resources obtained is given. The purpose of enterprise existence is to make profit. Combining production function and income function, this paper constructs the introduction of profit function (3. 3) of service quality (QoS). Enterprises allocate resources to customers in order to achieve equilibrium, but the quantity of assigned resources does not always accord with the quantity of customer expectations. Therefore, the concept of quality of service is introduced to constrain the quantity of resources allocated by enterprises so as to make them as close as possible to the quantity of customer demand. Ensure the efficiency of resource allocation. 3) using MATLAB software, using linear weighted sum method, goal reaching method and the combination of the two methods, the simulation experiment of the resource allocation model in this paper is carried out. At first, the example of communication industry with background is established. Considering that the group customer department of a telecom operator needs to make rational use of marketing resources, the customers involved are two distinct group customers. Then the basic forms of the linear weighted sum method and the goal reaching method are briefly introduced, and their respective solving processes are introduced. They are used separately and synthetically to obtain the solution of the example. It is found that the model can obtain the optimal solution when the QoS takes a certain numerical value. At the same time, the results of the three methods are fitted. Through the comparison of the fitting results, it is considered that it is better to combine the two methods.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F224

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本文編號(hào)：1948304