基于模糊综合评价法的铁路货运客户评价研究

A Study on an Evaluation Model of Railway Freight Clients based on Fuzzy Comprehensive Evaluation

为了更好地区分铁路货运各类客户,建立客户评价和分类依据,提高铁路货运营销精准性和营销效率,在分析铁路货运客户当前价值和潜在价值的前提下,分3个层次建立客户价值指标评价体系,并构建模糊综合评价模型,给出评价模型全过程计算步骤。以某铁路货运客户为例,选取客户价值作为评价指标,设定高现值高潜在、高现值低潜在、低现值高潜在、低现值低潜在4种评价等级,利用模糊综合评价法对其进行评价,得出该客户为高现值高潜在价值客户的结论,并提出有针对性的营销策略。

To improve the precision and efficiency of railway freight marketing with more practical segmentation of the clients on the basis of value evaluation and classification, this paper has proposed a three-layer fuzzy comprehensive client evaluation model with an entire calculation procedure, which is based on estimations of clients＇ present and potential values. Then the paper has put the proposed model in trial with the case of a freight client, who has been classified as high present and potential valued among the 4 grades： high present and potential valued, high present and low potential valued, low present and high potential valued and low present and potential valued. The paper has also provided tailored marketing strategies for the tested case.