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  本文選題：瀝青銷售企業(yè) + 主成分分析�。� 參考：《東北石油大學(xué)》2017年碩士論文

【摘要】：隨著國家對中小企業(yè)扶持力度的加大,瀝青銷售行業(yè)的競爭越來越激烈,瀝青市場逐漸由賣方市場向買方市場轉(zhuǎn)變。擁有大批存量客戶的瀝青銷售企業(yè)如何才能使現(xiàn)有顧客再次購買本企業(yè)的產(chǎn)品,進(jìn)而形成顧客承諾,這已成為困擾瀝青銷售企業(yè)管理者的難題。因此,通過加強(qiáng)顧客承諾管理,以保存現(xiàn)有顧客,已經(jīng)是瀝青銷售企業(yè)應(yīng)對競爭環(huán)境、獲取經(jīng)濟(jì)收益的一項重要手段。論文通過梳理國內(nèi)外關(guān)于顧客承諾的相關(guān)文獻(xiàn),深入分析顧客承諾的維度,結(jié)合瀝青銷售公司的產(chǎn)品特點(diǎn)、借鑒一線銷售人員和管理者的經(jīng)驗(yàn),將瀝青銷售公司顧客承諾水平的影響因素分為四個方面,并在此基礎(chǔ)上建立了瀝青銷售公司顧客承諾水平評價指標(biāo)體系,該指標(biāo)體系共含有4個二級指標(biāo),12個三級指標(biāo)。利用主成分分析法確定各級指標(biāo)權(quán)重,并運(yùn)用三角模糊數(shù)對瀝青銷售公司顧客承諾水平進(jìn)行評價;選取具有代表性的A瀝青銷售公司為例,以該瀝青銷售公司顧客承諾作為研究的實(shí)際依據(jù),對上述評價方法進(jìn)行驗(yàn)證。指出瀝青銷售公司進(jìn)行顧客承諾管理的必要性,同時針對瀝青銷售公司顧客承諾的具體內(nèi)容,提出瀝青銷售公司顧客承諾管理的具體措施。
[Abstract]:With the increase of national support to small and medium-sized enterprises, the competition of asphalt marketing industry is becoming more and more fierce, and the asphalt market is gradually changing from seller's market to buyer's market. How to make the existing customers buy the products again, and then form the customer commitment, which has become a difficult problem for the managers of asphalt sales enterprises. Therefore, strengthening customer commitment management to preserve existing customers has been an important means for asphalt sales enterprises to cope with the competitive environment and obtain economic benefits. This paper analyzes the dimensions of customer commitment by combing the domestic and foreign literature on customer commitment, combining with the characteristics of asphalt sales company, drawing on the experience of front-line salespeople and managers. The influencing factors of customer commitment level of asphalt sales company are divided into four aspects, and on this basis, the evaluation index system of customer commitment level of asphalt sales company is established. The index system contains 4 second class indexes and 12 third grade indexes. The principal component analysis method is used to determine the weight of each index, and the triangular fuzzy number is used to evaluate the customer commitment level of the asphalt sales company, and the representative A asphalt sales company is selected as an example. Based on the customer commitment of the asphalt sales company, the above evaluation method is verified. The necessity of customer commitment management in asphalt sales company is pointed out, and the concrete measures of customer commitment management in asphalt sales company are put forward in allusion to the concrete content of customer commitment in asphalt sales company.
【學(xué)位授予單位】：東北石油大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.72;F274

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本文編號：1980119