运用经典客户生命周期理论,引入价值理念,从利润的角度分析铁路大客户生命周期及其价值;采用数据挖掘技术,结合利润增长率和现有价值,划分铁路大客户所属发展阶段和细分现有价值所属类别;在此基础上,综合考虑铁路大客户和货运营业部的期望收益、营销成本、转移成本等因素,构建基于客户生命周期的潜在型大客户发展模型、竞争型大客户发展模型和大客户保持模型,分析未来一段时间内铁路货运系统的最佳营销成本,促使铁路大客户和铁路货运系统达到双赢的目标,实现对客户关系的智能管理.实例表明:所提出的大客户细分方法和发展模型能有效分析货运营销成本,为继续推行大客户战略和开展货运营销活动提供决策依据.%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.
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