【作者】 贾倩新；

【导师】 向万里；

【作者基本信息】 兰州交通大学 ， 物流管理， 2023， 硕士

【摘要】 随着经济一体化进程的加快以及各种运输方式的崛起,铁路货运市场面临的竞争越来越激烈。货运行业不再以铁路运输为主,而是形成了铁路、公路、水路、航空等各种运输方式多元化发展的局面。与此同时,以顾客为中心的企业管理观念占据主导地位,客户资源逐步成为决定企业货运市场份额和话语权的关键因素。新经济形势下如何在资源有限的情况下为客户合理配置人力、物力、财力等资源要素以实现铁路运输企业的最佳效益,已经成为了亟待解决的重要问题。目前,铁路局传统的客户管理方法已经不能满足当前的企业需求,企业需要对客户进行价值分析,针对不同层次客户提供具有差异化的资源配置方案和服务策略,进行有效的客户管理。本文从客户价值理论出发,结合铁路货运市场现状选取货运客户评价指标。基于客户评价的结果,有针对性地提出了一种对企业营销资源和铁路运力资源的配置方法。本方法以客户价值为基础进行资源分配,并制定合理的配置计划。论文的主要工作有:首先,基于客户终身价值理论,结合我国货运市场的特点选取客户评价指标,构建考虑铁路货运客户当前价值和潜在价值的评价指标体系。该指标体系由客户贡献、成本占用、客户交易行为、客户属性4个准则层和其所属的10个指标层构成;利用主成分分析法对其合理性进行验证,剔除不合理的指标;通过对比分析各种方法的优缺点决定采用TOPSIS-灰色关联分析法作为本文的评价方法。其次,以A铁路局货运客户为例验证评价模型的有效性。对收集到的数据预处理,整合不同客户信息并剔除空值、错值、重复值等,最终得到1232个货运客户。采用TOPSIS-灰色关联分析法对所有客户进行价值评价,得到不同客户的评价结果。最后利用K-means聚类算法对所有客户聚类,得到价值、属性、特点不同的五个客户群。并使用用户画像分别从运输货物品类、货物去向、交易时间、收入贡献、交易次数、交易时间间隔、货运量7个方面刻画五个客户群的特征。为企业深层次了解客户、优化运营、判断市场走向提供参考依据,同时为后文提出具有针对性的营销策略奠定基础。最后,从铁路企业运力资源——集装箱和企业营销资源两方面出发,研究对不同价值客户的资源配置。一方面,对铁路企业的集装箱进行分配,基于前文客户评价的结果,在确定了客户价值及类别后,创建以集装箱空箱调运成本最小为目标,考虑客户级别的空箱调运模型。并给出模型的求解方法,采用LINGO软件求解算例,得到不同级别客户的空箱配置方案。选取三个指标对配置结果进行分析,分析的结果表明本文建立的模型具有一定的可行性与合理性。另一方面,对企业营销资源进行分配,本文从狭义营销资源的观点出发,研究不同价值客户的资源配置。在构建营销资源配置模型时,以企业获取的客户价值最大为目标,基于客户价值构建模型,研究对不同价值客户的资源分配情况。采用LINGO软件对算例求解,得到的企业营销资源分配结果能在一定程度上反映模型的有效性。最后,结合前文铁路货运客户群画像的特征,从4p、4c的营销理论出发对不同类别客户提出具有针对性的营销策略。本文从理论和实践的角度出发,运用定性与定量相结合的方法,对我国铁路货运客户评价及资源优化配置展开了研究与探讨。基于客户价值构建资源配置模型,并运用用户画像标签化客户全貌,为企业具体刻画目标客户、综合分析客户需求、整合资源配置提供了一定的参考与借鉴。更多还原

【Abstract】 With the acceleration of the process of economic integration and the rise of various modes of transport,the railroad freight market is facing increasingly fierce competition.The freight industry is no longer dominated by railroad transportation,but has formed a situation of diversified development of various modes of transportation,such as railroad,highway,waterway and air.At the same time,the concept of customer-centric business management dominates,and customer resources gradually become a key factor in determining the freight market share and the right to speak.Under the new economic situation,how to reasonably allocate human,material,financial and other resource elements for different customers under the limited resources to achieve the best benefits of Railway Transportation Enterprises has become an important issue to be solved.At present,the traditional management methods of customers in Railway Administration can no longer meet the current needs of enterprises,which need to analyze the value of customers,provide differentiated resource allocation and service strategies for customers at different levels,and carry out effective customer management.This paper starts from the theory of customer value and selects the evaluation indexes of freight customers by combining the current situation of railroad freight market.Based on the results of customer evaluation,a targeted approach to the allocation of enterprise marketing resources and railroad capacity resources is proposed.This method allocates resources on the basis of customer value and develops a reasonable allocation plan.The main works of this paper are:First of all,based on the customer lifetime value theory,combined with the characteristics of China’s freight transport market to select customer evaluation indicators,the construction of the evaluation index system containing the current value and potential value of railroad freight transport customers.The index system consists of 4 criterion layers of customer contribution,cost occupation,customer transaction behavior and customer attributes and 10 indicator layers to which they belong.The principal component analysis method is used to verify the rationality of the method and eliminate the insignificant index.By comparing and analyzing the advantages and disadvantages of various methods,TOPSIS-Grey correlation analysis method is chosen as the evaluation method of this paper.Secondly,the validity of the evaluation model is verified by taking the freight customers of Railway Bureau A as an example.After preprocessing the collected data,integrating different customer information and eliminating null value,wrong value,duplicate value,etc.,1232 freight customers were finally obtained.The value evaluation of all customers was performed by using TOPSIS-Grey correlation analysis to get the evaluation results of different customers.Finally,K-means clustering algorithm is used to cluster all customers and get five customer groups with different values,attributes and characteristics.And the user portraits are used to portray the characteristics of the five customer groups in seven aspects,such as transport cargo category,cargo destination,transaction time,revenue contribution,number of transactions,transaction time interval and freight volume,respectively.It provides a reference basis for enterprises to deeply understand their customers,optimize their operations and judge the market direction,and also lays the foundation for proposing targeted marketing strategies later on.Finally,the allocation of resources to different value customers is studied from two aspects of railroad enterprises’ capacity resources-containers and enterprises’ marketing resources.On the one hand,the container distribution of railway enterprises is carried out.Based on the results of customer evaluation in the previous section,after determining the value and category of customers,the empty container transportation model is created to minimize the cost of empty container transportation and consider the level of customers.The solution method of the model is also given,and the LINGO software is used to solve the calculation cases to get the empty container allocation scheme for different levels of customers.Three indexes are selected to analyze the allocation results,and the results of the analysis show that the model established in this paper has certain feasibility and rationality.On the other hand,the distribution of enterprise marketing resources is carried out.From the perspective of marketing resources in a narrow sense,this paper studies the resource allocation of customers with different values.When constructing the marketing resource allocation model,the maximum customer value obtained by the enterprise is the goal,and the model is constructed based on customer value to study the allocation of resources to customers with different values.LINGO software is used to solve the calculation cases,and the obtained results of enterprise marketing resource allocation can reflect the effectiveness of the model to a certain extent.Finally,combined with the characteristics of the previous railroad freight customer group portrait,from the 4p and 4c marketing theory for different categories of customers with targeted marketing strategies.From the theoretical and practical perspectives,this paper uses a combination of qualitative and quantitative methods to study and discuss the evaluation of railroad freight customers and optimal resource allocation in China.Constructing a resource allocation model based on customer value and using user portraits to label the full picture of the customer base provides a certain reference and reference for enterprises to specifically portray target customers,comprehensively analyze customer needs and integrate resource allocation.更多还原