中寧移動公司客戶價值評價

工商管理論文編號:GS183  論文字數:22794,頁數:29 附任務書,開題報告,文獻綜述

目  錄
1 緒論 1
1.1 研究背景 1
1.2 研究意義 1
1.3 研究內容 2
1.4 研究方法 2
1.5 論文研究的目的和內容結構體系 3
2 客戶價值的相關理論基礎 4
2.1 客戶價值的內涵 4
2.2 客戶資產 5
3 中寧移動公司客戶價值評價現狀分析 8
3.1 中寧移動公司簡述 8
3.2 中寧移動客戶構成 8
3.3 影響移動企業客戶價值的關鍵因素 9
3.4 客戶價值分類 10
3.5 基于作業成本(ABC)法的公司客戶贏利性分析 12
4 針對中寧移動通信公司的客戶價值分析提出相應的策略 14
4.1 客戶價值評價指標體系在中寧移動通信公司的應用 15
4.2 客戶價值計算評價方法 17
4.3 指標拓展 18
4.4 基于客戶價值的中寧移動通信公司的大客戶分類管理 18
結束語 23
參考文獻 25
致 謝 26

摘  要
 隨著中國電信的分拆,中國三大電信運營商之間呈現出政府管制下的競爭態勢,對客戶的爭奪已經成為各個運營商競爭的目標。由于中寧移動公司長期以來只重視客戶數量擴張,而輕視客戶價值提升,因此造成高價值客戶的不斷流失和大量低端客戶的產生,致使中寧移動正遭遇著增量不增收的困境。面臨發展中出現的這些問題,系統的研究中寧移動客戶價值評價體系,并制定客戶價值提升的策略,以減少客戶流失和提高市場競爭力,成為公司未來發展的關鍵。
 本文以中寧移動通信公司的客戶為研究對象,建立了該公司的客戶價值評價體系和客戶價值矩陣,并按當前價值和潛在價值區分出四種客戶類型。本文采用頻率統計和最小二乘法方法,建立了客戶當前價值臨界值模型,并進一步采用遺傳算法建立了用于衡量客戶潛在價值的客戶信用度和忠誠度預測模型。在此基礎上,通過對客戶行為細分的研究,建立了客戶行為特征分組。在客戶行為細分過程中,本文運用了SAS系統的“快速聚類”數據挖掘算法和客戶行為特征評價法。最后,提出了基于客戶價值和客戶行為的客戶“價值—行為”矩陣,并依此制定客戶價值提升營銷策略。在客戶“價值—行為”分群過程中,采用了SAS分類方法。 本文的研究結果對于該公司的客戶價值管理具有直接的指導作用,對于其它的移動通信運營商的客戶關系管理具有一定的參考價值。
 
關鍵詞 ：中寧移動; 客戶價值; 價值評價

Abstract
 With the split of the former China Telecom, The top 3 Chinese mobile operators compete for the customer share under the government control. For a long time Shaanxi Mobile Communication Co. Ltd. only focuses on the enlargement of totalzhongning”s quantities while the Zhongning”s value promotion is ignored, which causes the ever-ending customer churn of the high value customers and the raising of mass low value customers. Thus, Shaanxi Mobile Communication Co. Ltd. has to encounter the dilemma of increasing quantities rather than profits. Facing with the emerging problems during development, it is key for the enterprise to do systematic research about the marketing strategy of customer value promotion, which can succeed in decreasing customer churn and enhance competitiveness.
 Taking the customers of Shaanxi Mobile Communication Co. Ltd. as research object, the eva luation system of customer value as well as customer value matrix is established in this paper. In addition, the customers can be divided into four segments according to the current realized value and future potential value. Using frequency statistics and Least Square Method, the critical value model of the current realized value is founded. In the process of customer value segmentation, the FASTCLUS of SAS data mining algorithm and the eva luation method of customer behavior"s character are introduced in this paper.In the end, the customer value-behavior matrix based on the customer value and customer behavior is proposed, through which the strategy of enhancing customer value promotion can be made. In this process, the Categorical method of SAS is used.The research results can be taken as direct guidance for development of customer value management of Shaanxi Mobile Communication Co. Ltd., and can also be referenced by other mobile communication companies
 
Keywords: Zhongning movement; Customer value; Value assessme