基于客户关系管理的铁路客户星级评价体系研究  

Study on Simple Star-rating System of Railway Customers based on Customer Relationship Management

作　　者：戴钰桀 张岩[1] 郑平标[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》2015年第6期92-96,共5页Railway Transport and Economy

基　　金：中国铁路总公司科技研究开发计划课题(2013X008-A-2)

摘　　要：铁路为适应激烈的市场竞争,关键是对客户进行准确的价值分析,与高价值客户发展良好的关系。依据客户关系管理等理论,结合铁路生产实际,在对铁路局全体客户运输行为进行挖掘分析的基础上,根据客户对铁路的贡献程度等指标,提出一种铁路客户星级评价体系。实例分析表明,星级评价结果能够较为全面客观地反映客户价值及其贡献程度,为铁路局开展营销工作、优化配置运力资源提供有效依据。In order to adapt for stiff market competition, the key measures of railways are to make concrete value analysis on customers and develop sound relationship with high-value customers. According to the theory of Customer relationship management, combining with actual status of railway production, based on the mining analysis on all customers＇ transport activities of railway administration, and in accordance with indices like contribution degree of customer on railways, this paper puts forward a simple star-rating system of railway customers. The example analysis shows the result of the simple star-rating could roundly and objectively reflect customer value and its contribution degree, which provide effective reference for railway administrations developing marketing works and optimizing theconfiguration of transport capacity resource.

关 键 词：铁路 客户关系管理 客户分类 星级评价 

分 类 号：F532.6[经济管理—产业经济]