基于组合赋权-TOPSIS方法的天然气销售企业客户评价  

Customer evaluation for natural-gas sales enterprises based on combined weighting method and TOPSIS

作　　者：李宏晨 于泽平 刘妍 曹译丹 LI Hongchen;YU Zeping;LIU Yan;CAO Yidan(Kunlun Digital Technology Co.,Ltd.,Beijing 102206,China;PetroChina Natural Gas Marketing Company,Beijing 102206,Chi-na;PetroChina Kunlun Gas Co.,Ltd.,Beijing 100020,China;Tianjin Branch,PetroChina Kunlun Gas Co.,Ltd.,Tianjin 300457,China)

机构地区：[1]昆仑数智科技有限公司,北京102206 [2]中国石油天然气股份有限公司天然气销售分公司,北京102206 [3]昆仑燃气有限公司,北京100020 [4]昆仑燃气有限公司天津分公司,天津300457

出　　处：《天然气技术与经济》2024年第2期60-69,共10页Natural Gas Technology and Economy

摘　　要：为了对不同消费量级的天然气客户实施差异化营销,使供需不平衡的天然气市场上天然气销售企业满足客户管理的需求,从客户基本概况、客户发展潜力、客户消费特征三个维度,对天然气客户评价指标体系进行了多维度多层次的研究,提出采用主观权重与客观权重相结合的组合赋权法量化各指标对天然气客户评价的影响程度,采用TOPSIS方法计算,形成了天然气客户的评分结果。研究结果表明:①天然气客户综合评价指标体系考虑了客户数据的可获得性,从多个维度分析客户的多个方面,组合赋权的方法则兼顾了主观权重方法考虑专家经验和客观权重方法考虑数据间内在规律的优点,为评价方法的计算提供了合理的权重支撑;②基于组合赋权的TOPSIS方法对天然气销售公司部分客户进行评价,经过对评价结果的分析得出该方法的评价结果符合实际的业务情况的结论,且根据综合评分能够对客户进行分级分类,针对不同类别的客户,销售企业可以采取不同的客户关系管理措施。For the sake of differentiated marketing to natural-gas customers with diversity consumption and making gas sales enterprises manage their customers in gas markets with uneven supply and demand,one system of evaluation indexes was presented for the customers from aspects of their profile,development potential and consumption characteristics.Fur⁃thermore,one weighting method combined subjective with objective weights was introduced to quantify the impact of each index on customer evaluation.And the technique for order preference by similarity to an ideal solution(TOPSIS)was used to generate evaluation scores.Results show that(i)this system considers the availability of customer data and analyzes the customers from all aspects.For giving attention to both advantages in subjective weighting considering expertise and objec⁃tive weighting taking inherent rules among data into account,the combined method may provide reasonable weighting sup⁃port for evaluation methods;and(ii)based on the combined weighting,TOPSIS is employed to estimate some customers.And the estimated ending is proven to be in line with actual situations.All customers can be classified into different cate⁃gories in the light of the scores,so that sales enterprises are able to take dissimilar management measures for different cat⁃egories of customers.

关 键 词：TOPSIS 组合赋权客户评价天然气销售企业综合评价 

分 类 号：F426.22[经济管理—产业经济] F274