基于层次分析法的郑州市烟草客户价值评价体系研究-毕业论文.docVIP

PAGE PAGE 41 2011届毕业生 毕业论文 题 目: 基于层次分析法的郑州市烟草客户价值评价体系研究 院系名称： 国际学院 专业班级：市场营销0703班 学生姓名： 高雪娜 学 号： 20074950318 指导教师： 穆健康 教师职称： 副教授 2011 摘 要 中国烟草伴随着国家改革开放的步伐而成长壮大，加入WTO后，对中国烟草行业而言，既面临着改革发展的机遇，又要应对更为严峻的挑战。本文所研究的题目是基于层次分析法的郑州市烟草客户价值评价体系研究。 本文以郑州市烟草企业客户为研究对象，采用层次分析法，分析研究烟草客户价值的构成要素，构建以客户当前价值与潜在价值为二级指标的客户价值评价指标体系，围绕客户价值的评价结果对客户进行分类，通过对不同类别的客户采取有针对性的客户关系管理策略，以满足客户的需求，使烟草企业在提高客户的满意度和忠诚度的同时，锁定有价值的客户。 通过本文的研究，得到以下主要结论：通过建立烟草客户价值评价体系以及构建客户细分模型，使企业能够对不同类型的客户实施差异化的营销策略和管理策略，而且，企业能够更好地挖掘有价值的客户，提高企业的竞争力，促进企业的可持续发展。 关键词： 客户价值 客户细分 层次分析法 Title The Study On Customer Value Evaluation System Of Zhengzhou Tobacco Retailers Based On AHP Abstract China tobacco grows up as China reform. China tobacco face not only opportunity but also baptism after we get into WTO.The title of this paper is that the study on customer value evaluation system of Zhengzhou tobacco retailers based on AHP The paper uses the method of AHP to analysis and researches the elements of the tobacco customer value, Zhengzhou tobacco customers as the research object, and proposes evaluation index system of customer value which takes the customer current value and customer potential value as secondary indexes. Through the evaluation result of customer value to classify the customers to carry out different customer relationship management strategies for different customers, meet customer needs. For tobacco enterprise, improves customers’ satisfaction and loyalty, attract and lock the valuable customers. The research which is in this paper, get the following main conclusions: Through the establishment of tobacco customer value evaluation system and build customer segmentation model, it is good for tobacco enterprise to make the different marketing strategy and management strategy, what’s more, it is good for tobacco enterprise to exploit its valuable customers, improve the competitiveness of enterprise and promote the sustainable development of the enterp