本文的主要工作和研究成果如下：
首先，分析了 A 饲料公司管理现状。从供需、下游客户、产
品结构及产业集中度对饲料行业进行了详尽分析，数据表明：饲
料行业竞争近年来日趋激烈，对客户的争夺持续加剧；通过五力
分析得出 A 公司威胁主要来自于同业竞争和买方议价能力；分析
了 A公司目前客户管理所采用的 ABC分类法存在客户分类指标单
一、客户差异化管理缺乏针对性等问题
第二，构建并应用了 A 公司客户价值评价模型。结合前人已
有的指标体系，访谈公司相关专家，从当前价值和潜在价值两个摘要
II
方面，初构了 A 公司的客户价值评价指标候选集合，形成了 2 级
7 个、3 级 19 个的多层客户价值指标体系。运用层次分析法对各
级指标的权重进行了初步确认。在此基础上，删除权重较低的指
标，进行修正和优化评价指标体系，使评价体系更具操作性。最
后，确认了各个指标值的记分标准，对 A 公司 60 个客户的价值进
行了计算
第三，基于客户价值计算，进行了客户细分并设计了差异化
客户管理策略。采用 K-means 聚类方法将 60 个客户以当前价值和
潜在价值两个维度细分为 4 类，分别为高价值客户、次价值客户、
潜价值客户及低价值客户。针对次价值客户、潜价值客户及低价
值客户的特征，根据一级和二级指标，设计客户价值提升路径；
针对四类客户的二级和三级指标，设计了差异化管理策略，包括
客户维系和客户价值提升的管理策略
本文的研究成果为 A 饲料公司设计合理的客户分类和管理策
略提供了理论依据，对公司的长久发展具有极为重要的意义，另
外对饲料行业的其他企业也有一定的参考和借鉴意义
关键词 客户价值 客户细分 客户价值评价 聚类分析ABSTRACT
III
RESEARCH ON CUSTOMER MANAGEMENT
STRATEGY BASED ON CUSTOMER VALUE IN CASE OF A
FEED COMPANY
ABSTRACT
With the increasingly fierce market competition, how to manage customer relationship
effectively has become the biggest challenge of A feed company. Due to the lack of effective
customer value evaluation method, the management fails to understand the value of
customer clearly and manage customer differentially. Then, it is difficult to achieve effective
allocation of resources to maximize the benefits of enterprise. This paper aims to build a
customer value evaluation model for A company, and help the company evaluate the
customer value scientifically and comprehensively. Based on customer value, A company
can improve customer value and the competitiveness of company by segmenting customers
and making differentiated customer management.
The main work and research results of this paper are as follows:
First of all, this paper analyzes the current situation of A feed company management. The
feed industry has been analyzed in detail from the aspects of supply and demand,
downstream customers, product structure and industry concentration, data shows that feed
industry competition has become increasingly fierce in recent years, the scramble for
customers continues to intensify. Through Potter&39;s five forces analysis, we learn that A
company&39;s threat mainly comes from the competition and buyer&39;s bargaining power. Then,
this paper analyzes the problems existing in the ABC classification method adopted by A
company at present, such as the single classification of customer index, the lack of
pertinence management of customer differentiation, and so on.
Secondly, this paper constructs and applys a customer value evaluation model for A
company. Combined with the existing index system and expert interview, this paper
constructs a set of A company&39;s customer value evaluation indicators from two aspects of
current value and potential value, forming a 2 grade 7, 3 grade 19 multilayer customer value
index system. By using the analytic hierarchy process (AHP), the weights of the indexes atABSTRACT
IV
all levels were preliminarily confirmed. On this basis, the paper then deleted the index of
lower weight, revised and optimized the evaluation index system, made the evaluation
system more operational. Finally, we confirmed the scoring standard of each index value,
and calculated the value of 60 customers of A company.
Thirdly, this paper makes the customer segmentation and designs the differentiation
management strategy based on the value calculation. Sixty customers are divided into four
categories, named high value customer, inferior value customer, potential value customer
and low value customer by using K-means clustering method to cluster the customer’s
current value and potential value. This paper designs the path of customer value
improvement on the basis of 1 grade and 2 grade index for inferior value customer, potential
value customer and low value customer. Meanwhile, this paper designs customer retention
and value enhancement management strategies for the four categories of customers on the
basis of 2 grade and 3 grade index.
The research results of this paper provide a theoretical basis for the design of
reasonable customer classification and management strategy of A feed company, which is of
great significance to the long-term development of company. In addition, there are some
referential values for other enterprises in feed industry.
Ting Liu (MBA)
Supervised by Prof. Sufen WANG
KEY WORDS customer value customer segmentation customer value evaluation
clustering analysis目录
V
目录
摘要. I
ABSTRACT ........ III
第 1 章 绪论....... 1
1.1 研究背景 ...... 1
1.2 研究目的和意义2
1.3 研究方法 ...... 2
1.4 研究内容和基本框架 ........ 3
第 2 章 文献综述... 5
2.1 客户价值理论 .. 5
2.1.1 客户价值研究角度 ........ 5
2.1.2 客户价值定义5
2.2 客户终生价值理论 .......... 8
2.2.1 客户生命周期 ........... 8
2.2.2 客户终生价值定义 ....... 9
2.3 现有客户价值评价方法..... 10
2.3.1 建模计算 ... 10
2.3.2 指标评价 ... 12
2.4 客户细分 ..... 15
2.5 本章小结 ..... 18
第 3 章 A 公司客户管理现状分析19
3.1 饲料行业背景分析 ......... 19
3.1.1 供需分析 ... 19
3.1.2 下游客户分析 ........... 20
3.1.3 产品结构分析 ........... 21
3.1.4 产业集中度分析 ......... 21
3.2 A 公司简介及竞争力分析 ... 22
3.2.1 A 公司简介 . 22
3.2.2 A 公司竞争力分析 ....... 23
3.3 A 公司客户管理情况 ....... 25
3.4 A 公司客户管理存在的问题 . 26
3.5 本章小结 ..... 27
第 4 章 A 公司客户价值评价模型构建及应用.. 28目录
VI
4.1 评价体系构建原则 ......... 28
4.2 评标指标体系的选取 ....... 28
4.2.1 当前价值评估指标的构建 . 28
4.2.2 潜在价值评估指标的构建 . 30
4.3 指标权重的确定 ........... 32
4.4 A 公司客户价值评价体系模型确定 ....... 36
4.5 客户价值的评价 ........... 37
4.5.1 指标值的确定 ........... 37
4.5.2 客户价值的计算 ......... 38
4.6 本章小结 ..... 41
第 5 章 客户细分及管理策略设计 ........... 42
5.1 基于聚类的客户细分 ........
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