摘要
为满足铁路日益加快的改革步伐需求,以经典RFM客户关系管理模型理念为原型,结合铁路企业货运营销现状,设计铁路企业货运客户评价体系;以货运客户贡献度、忠诚度、潜力为切入点,构建铁路企业货运客户评价模型,并通过德尔菲法、层次分析法确定各级评价因素权重,基于历史数据规律对铁路企业主要客户进行综合评价及重要性分类,为铁路企业货运营销提供支撑,辅助铁路企业精准发力,提高核心竞争力。
The implement of the railway management reform is increasingly faster. Based on the RFMcustomer relation management model and the current status of the railway business freight marketing, thispaper devises freight customers evaluation system. The authors construct the freight customers evaluationmodel with the contribution, loyalty and potential of customers as access points, and calculate the weightof factors in each level by Delphi method and Analytic Hierarchy Process method to evaluate the mainrailway business customers with historical data and classify them by importance, which is expected tosupport railway freight transport marketing and promote the core competitiveness of railway business.
作者
马小龙
赵明丽
MA Xiaolong, ZHAO Mingli2(1. Freight Transport Department, China Railway Zhengzhou Group Co., Ltd, Zhengzhou 450000, China; 2. Department of Strategic Development, Beijing JTV Science ＆Technology Development Co., Ltd, Beijing 100085, Chin)
出处
《铁道货运》
2018年第3期40-44,共5页
Railway Freight Transport
基金
郑州铁路局科技研究开发计划课题(2017HY1)
关键词
铁路货运
客户分类
RFM模型
层次分析法
精准营销
Railway Freight Transport
Customer Classification
RFM Model
Analytic Hierarchy ProcessMethod
Precision Marketing
