基于客户价值分析的铁路客户分类方法探讨  

Discussion on Railway Customers Classification Method based on Customer Value Analysis

作　　者：郑平标[1] 朱克非[1] 代明睿[1] 

机构地区：[1]中国铁道科学研究院运输及经济研究所,北京100081

出　　处：《铁道运输与经济》2014年第3期42-46,共5页Railway Transport and Economy

基　　金：中国铁道科学研究院科研项目(2013YJ099)

摘　　要：客户是企业的重要资源,而客户细分是市场营销管理的内在要求。在阐述客户分类相关研究成果的基础上,建立铁路客户价值评价指标体系,提出决策树分类算法评价客户价值,形成基于当前价值、潜在价值和忠诚度的客户分类框架,针对不同细分群体提出相应的市场策略,为铁路客户关系管理与市场营销提供决策参考。Customers are the important resource of enterprises, while customer subdivision is inner requirement of marketing management. Based on expounding relative results of customers classification, the evaluation index system of railway customer value was established, the customer value was evaluated by decision tree classification algorithm, the customer classification framework based on current value, potential value and loyalty was formed, and relative market strategies were put forward targeting with different subdivision groups, so as to provide decision references for railway customer relationship management and marketing.

关 键 词：铁路 客户分类 当前价值 潜在价值 客户忠诚度 

分 类 号：U294.1[交通运输工程—交通运输规划与管理]