集装箱运输企业客户价值分析

【作者】 陈扬；

【导师】 杨志刚；

【作者基本信息】 上海海事大学 ， 交通运输规划与管理， 2006， 硕士

【摘要】 据专家预测，经历了2004、2005年的集装箱运输市场的发展高潮后，进入2006年的航运市场将很难再现过去两年中的辉煌，各个船公司将又一次围绕着货源展开激烈的竞争。而对于每个集装箱运输企业来说，由于其行业特点所决定，一直以来都面对着一个数量较多，价值参差不齐的客户群体，那么如何正确的评价自己的客户群体，能否对每个客户给出一个量化的评估，从而更好的配合自身营销战略的展开，已经是一个迫在眉睫的问题了。鉴于此，本文将对集装箱运输企业的客户价值及相关问题进行深入的研究。 本文首先对CRM(Customer Relationship Management)一般理论及其其管理理念进行了简要的介绍。在此基础之上，文章的第三章结合集装箱运输行业的行业特点把集装箱运输企业的客户分成了四大类，即1) 直接客户；2) 无船承运人型客户；3)货运代理人型客户；4) 集装箱运输企业内部客户，并对这四类客户各自的客户价值进行了定性的分析。 文章的第四章是全文的重点，主要研究如何从定量的角度对集装箱运输企业的四类主要客户的客户价值进行分析。由于前人对这方面的研究很少涉及到定量分析的层面上，所以笔者借鉴了属性论的评价方法并对其进行改进，使之能够适合来分析集装箱运输企业无船承运人和货运代理人的客户价值。在本章的最后部分，笔者采用了一个实例数据来运行文章所建立的数学模型，并结合实际分析运行结果。 本文希望能通过文字论述和数学建模的方法，全面深入的把握集装箱运输企业的整个客户群体的特点和价值，指导集装箱运输企业管理者在竞争日趋激烈的集装箱运输市场中，正确全面的分析本企业的客户，从而达到优化资源，高效管理的目的。更多还原

【Abstract】 As per experts’ prediction, the container shipping market in this year will not be as prosperous as it was in the last two years, which means every container shipping company in this market will come back to focus on the cargo. On the other hand, due to the industry characteristic, each container shipping company has a large number of customers from various values. It is pressing for every container shipping company to evaluate their customers, and develope their market strategy accordingly. Regarding what is said above, we will study the value of the customers of the container shipping company and some related issues in this paper.We briefly introduce the CRM theory and its concept in the very beginning of this paper, based on which, together with the characteristic of the industry, we classified the customers of the container shipping company into four sorts: 1) Direct customer; 2) B2B customer or NVOCC (None Vessel Ocean Common Carrier); 3) F.F (Freight Forwarder); 4) Interior customer, and qualitatively analyse their value in Chapter 3.Chapter 4 is the main body of the paper. In this chapter we quantitatively analyse the four sorts of the customers mentioned before. Owing to few research in this field can be found, we take the method of attribute theory for reference, and make some improvement to satisfy the special demand of this study to evaluate the value of the NVOCC and F.F of the container shipping company. In the end of this chapter, we set up a mathematical model to analysis a practical matter.It is our purpose to let our readers comprehend the customers of the container shipping company wholly and profoundly through our discussion and mathematical analysis. And it is also our intention to assist the leaders of container shipping companies to optimize their enterprise resource and manage the customers effectively.更多还原