【摘要】：在中國(guó)加入WTO后,以及近來(lái)遭受美國(guó)次貸危機(jī)與歐洲債務(wù)危機(jī)的影響,港口行業(yè)面臨國(guó)外環(huán)境不斷變化以及國(guó)內(nèi)壓力不斷增大的新形勢(shì)。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(guò)建立與客戶信息互動(dòng)平臺(tái),了解關(guān)鍵客戶的需求,開(kāi)展一對(duì)一營(yíng)銷(xiāo),并調(diào)動(dòng)企業(yè)內(nèi)部資源為客戶提供更為優(yōu)質(zhì)的服務(wù),達(dá)到港口企業(yè)與客戶雙贏的目標(biāo),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(guān)系管理模型,在港口企業(yè)的客戶全生命周期曲線的基礎(chǔ)上,參照客戶生命周期價(jià)值模型,將CLP進(jìn)行進(jìn)一步細(xì)化,并提出了港口企業(yè)的基于CLP預(yù)測(cè)的客戶價(jià)值細(xì)分；從總體上探討了港口企業(yè)的客戶滿意度和客戶忠誠(chéng)度,并根據(jù)港口企業(yè)的一般特征建立了客戶忠誠(chéng)度指標(biāo)體系,并構(gòu)建了基于神經(jīng)網(wǎng)絡(luò)的客戶忠誠(chéng)度識(shí)別模型,從而可方便計(jì)算出輸入的客戶忠誠(chéng)指標(biāo)值；之后又研究了廣州港集團(tuán)黃埔港務(wù)有限公司客戶關(guān)系管理現(xiàn)狀,邀請(qǐng)專家根據(jù)層次分析法來(lái)獲得該公司客戶忠誠(chéng)度指標(biāo)體系各項(xiàng)權(quán)重,并以貨主客戶為例,研究了貨主客戶的客戶價(jià)值、客戶忠誠(chéng)度水平；而且通過(guò)對(duì)廣州港集團(tuán)黃埔港務(wù)有限公司客戶關(guān)系的研究,提出了其客戶關(guān)系管理的改進(jìn)措施；最后,對(duì)課題的研究成果進(jìn)行總結(jié),并對(duì)客戶關(guān)系管理在港口企業(yè)的進(jìn)一步應(yīng)用做出展望。 本文的研究立足于港口企業(yè)的實(shí)際情況,應(yīng)用實(shí)證研究方法,將客戶關(guān)系管理的理論應(yīng)用于港口企業(yè),力求從實(shí)際中來(lái),再到實(shí)際中去,給企業(yè)以實(shí)際的指導(dǎo)。同時(shí),也希望能夠給港口客戶關(guān)系管理理論和應(yīng)用帶來(lái)正面影響,以推動(dòng)客戶關(guān)系管理在我國(guó)港口企業(yè)的應(yīng)用和發(fā)展。圖9幅,表22個(gè),參考文獻(xiàn)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(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F552

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 關(guān)軍平;錦州港糧食貨源營(yíng)銷(xiāo)策略研究[D];大連海事大學(xué);2013年

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本文編號(hào)：2274628