铁道科学与工程学报2011，Vol.8Issue(2)：86-91,6.
基于客户生命周期的铁路大客户细分与发展模型
Customer - life - cycle - based railway major clients segmentation and development models
摘要
Abstract
Utilizing typical customer life cycle theory and introducing value concept, the railway major client life cycle and its values were both analyzed. Adopting with data mining technology and combining with profit increasing rate and present value, development stages of railway major clients and classification of present value were subdivided. Considering many factors of railway major clients and freight transportation business departments such as expected revenue, marketing cost and switching cost, potential major client development model, competitive major client development model and major client maintaining model based on customer life cycle were all constructed in order to the optimal marketing cost for railway freight transportation system in future, which helps to realize win - win target for both railway major client and freight transportation system and customer relationship intelligent management. The instance indicates that major client segmentation methods and development models can be used to analyze freight transportation marketing cost effectively and provide decision support for continuing major client strategy and carrying on freight transportation marketing activities.关键词
铁路大客户/客户细分/发展模型/营销成本/客户生命周期Key words
railway major client/ customer segmentation/ development model/ marketing cost/ customer life cycle分类
交通工程引用本文复制引用
郭玉华,陈治亚..基于客户生命周期的铁路大客户细分与发展模型[J].铁道科学与工程学报,2011,8(2):86-91,6.基金项目
国家自然科学基金资助项目(70971140) （70971140）
