基于模糊综合评价的锅炉煤改气客户细分——以福建省福州市为例  

Research on Customer Segmentation of Coal-fi red Boiler Being Converted to Burn Natural Gas Based on Fuzzy Comprehensive Evaluation— On the Perspective of Fuzhou City in Fujian Province

作　　者：郑志 王硕 

机构地区：[1]福建省福投新能源投资股份公司,350001

出　　处：《城市燃气》2016年第9期37-43,共7页Urban Gas

摘　　要：我国工业燃煤锅炉量大面广,锅炉煤改气是治理煤烟污染最为便捷有效的途径。受经济增速换挡、项目前期投资较大等影响,多数企业对锅炉煤改气持观望态度。燃气运营商欲开拓锅炉煤改气市场,需建立评价体系和数学模型对潜在客户进行评价和分类,以其作为营销决策的基础。结合福州地区市场调研情况,从行业特性、企业特性、锅炉状况和客户开发潜力四个方面,构建了锅炉煤改气潜在客户评价指标体系。以模糊综合评价为手段,应用模糊数学理论,建立了面向锅炉煤改气潜在客户的综合评价模型。应用熵理论并对熵权跳跃现象进行了修正,得到各评价指标的客观权重;兼顾专家组主观偏好,组合赋权,形成综合权重,使得评价结果更加科学可信。应用帕雷托分析法进行潜在客户细分,根据分级情况制定、实施不同的营销策略:重点开发A类客户,积极发展B类客户,跟踪联系C类客户,适时开展PDCA循环。The large amounts of coal fired boiler were distributed over all trades and professions in China. The transformation from coal fired boiler to natural gas fired one is the most convenient and effective approach to controlling the coal smoke pollution. Due to the economic growth rate shift and the project investment, most companies which using coal fired boiler took a wait- and-see attitude toward the transformation from coal fired boiler to natural gas fired one. The company which handles natural gas business will launch decision of strategic importance to convert coal-fired boiler to burn natural gas on the basis of customers＇ rating and ranking.Referring to market research of Fuzhou City in Fujian Province, the assessment index system for potential customers who would probably convert coal-fired boiler to burn natural gas is erected, involving the characteristics of industry and enterprise, the condition of boiler and the customers＇ exploitative potentiality. The combination weight-fuzzy comprehensive evaluation model is established for potential customers who will probably convert coal-fired boiler to burn natural gas, by means of fuzzy mathematics. The result of assessment will be more scientific and believable by adopting comprehensive weights that combines the objective weight which applies revised entropy theory to moderating entropy weight chattering and the subjective one which reflects specialists＇ preference. The customer segmentation is proceeding by utilizing Pareto analysis method. The distinct marketing strategies will be implemented to exploit A-class customers preferentially, to develop B-class ones positively and to communicate with C-class ones continuously. The PDCA circulation for customers＇ evaluation ＆ segmentation will be launched in good time.

关 键 词：修正熵 组合赋权 模糊综合评价 锅炉煤改气 客户细分 市场营销决策 

分 类 号：F299.24[经济管理—国民经济] TU996[建筑科学—供热、供燃气、通风及空调工程]