航空货运客户细分与客户价值分析方法

Analysing method of customer segmentation and customer value of air cargo

为了航空货运企业保留和争取有价值客户,根据航空货运主要客户是货运代理的特点,采用价值与忠诚度2个维度,将航空货运客户细分为8类,提出了对8类货运代理客户的相关营销策略;在现有客户价值计算公式中加入了航班载运率的影响项,使之适合于航空货运业,为航空货运客户细分提供依据。计算结果表明:考虑和不考虑航班载运率的影响使客户价值相差近1/3,因此引进航班载运率的影响可更加正确地计算客户价值和正确地划分客户类型。

In order to make air cargo company obtain and keep its valuable customers, the cargo customers were classified into eight types according to customer value and fathfulness, the relative marketing strategies were put forward in view of that cargo customers were mainly cargo agents. The influence of flight load ratio on customer value was introduced into the existing customer value formulation to make it suitable for air cargo customer segmentation. An example shows that air cargo customer values have a difference when flight load ratio is considered and is not introduced, the difference is about 1/3, so the model can calculate the customer value and classify customers more properly, the model is feasible.