本文關(guān)鍵詞：基于客戶價(jià)值的A飼料公司客戶管理策略研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 客戶價(jià)值 客戶細(xì)分 客戶價(jià)值評價(jià) 聚類分析

【摘要】：隨著市場競爭日趨激烈,如何有效地管理客戶關(guān)系已成為A飼料公司所面臨的最大挑戰(zhàn)。由于缺乏有效的客戶價(jià)值評價(jià)方法,管理層未能清晰地理解客戶價(jià)值貢獻(xiàn),無法差異化管理客戶,難以有效分配資源實(shí)現(xiàn)企業(yè)收益最大化。本文旨在構(gòu)建適合于A公司的客戶價(jià)值評價(jià)模型,幫助公司科學(xué)全面地評價(jià)客戶價(jià)值,基于客戶價(jià)值進(jìn)行客戶細(xì)分和差異化管理,從而提升客戶價(jià)值和公司競爭力。本文的主要工作和研究成果如下:首先,分析了A飼料公司管理現(xiàn)狀。從供需、下游客戶、產(chǎn)品結(jié)構(gòu)及產(chǎn)業(yè)集中度對飼料行業(yè)進(jìn)行了詳盡分析,數(shù)據(jù)表明:飼料行業(yè)競爭近年來日趨激烈,對客戶的爭奪持續(xù)加劇;通過五力分析得出A公司威脅主要來自于同業(yè)競爭和買方議價(jià)能力;分析了A公司目前客戶管理所采用的ABC分類法存在客戶分類指標(biāo)單一、客戶差異化管理缺乏針對性等問題。第二,構(gòu)建并應(yīng)用了A公司客戶價(jià)值評價(jià)模型。結(jié)合前人已有的指標(biāo)體系,訪談公司相關(guān)專家,從當(dāng)前價(jià)值和潛在價(jià)值兩個(gè)方面,初構(gòu)了A公司的客戶價(jià)值評價(jià)指標(biāo)候選集合,形成了2級7個(gè)、3級19個(gè)的多層客戶價(jià)值指標(biāo)體系。運(yùn)用層次分析法對各級指標(biāo)的權(quán)重進(jìn)行了初步確認(rèn)。在此基礎(chǔ)上,刪除權(quán)重較低的指標(biāo),進(jìn)行修正和優(yōu)化評價(jià)指標(biāo)體系,使評價(jià)體系更具操作性。最后,確認(rèn)了各個(gè)指標(biāo)值的記分標(biāo)準(zhǔn),對A公司60個(gè)客戶的價(jià)值進(jìn)行了計(jì)算。第三,基于客戶價(jià)值計(jì)算,進(jìn)行了客戶細(xì)分并設(shè)計(jì)了差異化客戶管理策略。采用K-means聚類方法將60個(gè)客戶以當(dāng)前價(jià)值和潛在價(jià)值兩個(gè)維度細(xì)分為4類,分別為高價(jià)值客戶、次價(jià)值客戶、潛價(jià)值客戶及低價(jià)值客戶。針對次價(jià)值客戶、潛價(jià)值客戶及低價(jià)值客戶的特征,根據(jù)一級和二級指標(biāo),設(shè)計(jì)客戶價(jià)值提升路徑;針對四類客戶的二級和三級指標(biāo),設(shè)計(jì)了差異化管理策略,包括客戶維系和客戶價(jià)值提升的管理策略。本文的研究成果為A飼料公司設(shè)計(jì)合理的客戶分類和管理策略提供了理論依據(jù),對公司的長久發(fā)展具有極為重要的意義,另外對飼料行業(yè)的其他企業(yè)也有一定的參考和借鑒意義。
[Abstract]:With the increasingly fierce market competition, how to effectively manage customer relationship has become the biggest challenge faced by A feed company. Due to the lack of effective customer value evaluation method. The management can not clearly understand customer value contribution, can not differentiate the management of customers, it is difficult to effectively allocate resources to maximize corporate income. This paper aims to build a customer value evaluation model suitable for A company. To help companies evaluate customer value scientifically and comprehensively, customer segmentation and differentiation management based on customer value, so as to enhance customer value and competitiveness. The main work and research results are as follows: first of all. The present management situation of A feed company was analyzed. The feed industry was analyzed in detail from the aspects of supply and demand, downstream customers, product structure and industrial concentration. The data showed that the competition of feed industry was becoming more and more fierce in recent years. The competition for customers continues to intensify; Through the analysis of the five forces, it is concluded that the threat of company A mainly comes from the interbank competition and the bargaining power of the buyer. This paper analyzes the problems of single customer classification index and lack of pertinence of customer differentiation management in the ABC classification method used in customer management in company A. second. The customer value evaluation model of company A is constructed and applied. Combining with the existing index system, the author interviews the relevant experts of the company, from the current value and the potential value two aspects. The candidate set of customer value evaluation index of company A has been initially constructed, and 7 levels of customer value have been formed. Three levels of 19 multi-level customer value index system. The use of analytic hierarchy process at all levels of the weights of indicators were preliminarily confirmed. On this basis, delete the lower weight of the indicators, to modify and optimize the evaluation index system. The evaluation system is more operable. Finally, the scoring standard of each index value is confirmed, and the value of 60 customers in company A is calculated. Thirdly, based on customer value calculation. Customer segmentation and design of differentiated customer management strategy. K-means clustering method is used to subdivide 60 customers into four categories with two dimensions of current value and potential value, respectively, high-value customers. Second value customer, latent value customer and low value customer. According to the characteristics of secondary value customer, latent value customer and low value customer, according to the first and second level index, design customer value promotion path; Aiming at the second and third level indexes of four kinds of customers, the differential management strategy is designed. Including customer maintenance and customer value promotion management strategy. The research results of this paper provide a theoretical basis for A feed company to design reasonable customer classification and management strategy. It is of great significance to the long-term development of the company and also to other enterprises in the feed industry.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F326.6

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