本文選題：集團(tuán)客戶價(jià)值評(píng)估 + 層次分析法�。� 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：移動(dòng)運(yùn)營(yíng)商要搶占集團(tuán)客戶市場(chǎng)，由于實(shí)際的營(yíng)銷(xiāo)資源和人力資源是有限的，所以要對(duì)集團(tuán)客戶實(shí)施差異化對(duì)待，，將重要資源投放到高價(jià)值客戶，優(yōu)先搶占高價(jià)值客戶和避免高價(jià)值客戶流失。這就說(shuō)明對(duì)集團(tuán)客戶進(jìn)行分類(lèi)分級(jí)的重要性，但是目前在各運(yùn)營(yíng)商中，集團(tuán)客戶分類(lèi)存在較大的粗放性，分類(lèi)缺乏理論依據(jù)，在實(shí)際操作過(guò)程中對(duì)集團(tuán)客戶分類(lèi)不準(zhǔn)確，造成資源投放不合理，需要有一套理論與實(shí)際結(jié)合的集團(tuán)客戶價(jià)值評(píng)估辦法，做到準(zhǔn)確地對(duì)集團(tuán)客戶分類(lèi)，為精準(zhǔn)的差異化營(yíng)銷(xiāo)和分級(jí)服務(wù)提供基礎(chǔ)。 本文介紹了集團(tuán)客戶相關(guān)產(chǎn)品，集團(tuán)客戶中的相關(guān)概念，分析了影響集團(tuán)客戶價(jià)值評(píng)估的各項(xiàng)指標(biāo)，并對(duì)各項(xiàng)指標(biāo)做了分類(lèi)，詳細(xì)說(shuō)明各項(xiàng)指標(biāo)的量化情況，對(duì)不能量化的指標(biāo)通過(guò)專(zhuān)家打分的方式實(shí)現(xiàn)量化，為后期的價(jià)值評(píng)估建模做好準(zhǔn)備。介紹了通過(guò)層次分析法對(duì)集團(tuán)客戶價(jià)值評(píng)估的各項(xiàng)指標(biāo)建立比較矩陣、計(jì)算權(quán)向量、最終確定集團(tuán)客戶各個(gè)影響指標(biāo)的權(quán)重系數(shù)，再通過(guò)對(duì)集團(tuán)各項(xiàng)指標(biāo)數(shù)據(jù)的標(biāo)準(zhǔn)化處理，最終確定集團(tuán)客戶價(jià)值評(píng)估模型。 通過(guò)價(jià)值評(píng)估模型確定的各個(gè)集團(tuán)的價(jià)值得分大小，對(duì)集團(tuán)客戶實(shí)施分級(jí)分級(jí)，再根據(jù)集團(tuán)客戶的分層分級(jí)結(jié)果，對(duì)不同級(jí)別的客戶開(kāi)展對(duì)應(yīng)的營(yíng)銷(xiāo)方式和服務(wù)方式，達(dá)到集團(tuán)客戶價(jià)值評(píng)估的最終目的。
[Abstract]:Mobile operators want to seize the group customer market, because the actual marketing resources and human resources are limited, so the group customers should be treated differently and put important resources into high-value customers. Preemption of high-value customers and avoid high-value customer turnover. This shows the importance of classifying and classifying group customers, but at present in all operators, the classification of group customers is extensive, lacking of theoretical basis, and the classification of group customers is not accurate in the actual operation process. It is necessary to have a set of group customer value evaluation method combining theory and practice to classify group customers accurately and to provide the basis for accurate differentiated marketing and grading services. This paper introduces the related products of group customers and the related concepts among group customers, analyzes the indexes that affect the evaluation of group customer value, and classifies each index, and explains the quantification of each index in detail. The indexes that can not be quantified can be quantified by experts, so as to prepare for the modeling of value evaluation in the later stage. This paper introduces the establishment of comparison matrix and the calculation of weight vector for each index of group customer value evaluation by analytic hierarchy process (AHP), and finally determines the weight coefficient of each influence index of group customer, and then through the standardization processing of each index data of group. Finally determine the group customer value evaluation model. Through the value evaluation model to determine the value score of each group, the group customers are classified, and then according to the hierarchical grading results of group customers, the corresponding marketing and service methods for different levels of customers are carried out. Achieve the group customer value evaluation of the ultimate purpose.
【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(lèi)號(hào)】：F274;F626

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