Research On Customer Management In Case Of W Dry Bulk And General Cargo Shipping Company

Since 2008 Global Economic Crisis,the world economy is on a difficult and tortuous path of recovery.In this environment,the shipping companies are harder than ever,and facing more and more challenge and pressure with the increasing market competition,W company is a medium-small size shipping company,whose main business is the shipping of dry bulk and exported general cargo.It has a certain amount of customer accumulation.However,how to mining and analyze the data of Customers,how to use these customer information efficiently to achieve the effective customers management.It is a problem need to be solved.According the characters of W company's business and management,the paper research,summary the inscape of customer value,using the analytic hierarchy process(AHP)to construct the customer evaluation index system apply to dry bulk shipping company,quantitative and qualitative analysize and calculate the customer value,including the customer current value and potential value.Paper use the clustering analysize technology K-means algorithm to divide all customers.This paper explores and analyzes the customer characteristics from the customer segmentation cluster,and puts forward the customer management plan which is suitable for the enterprise's own characteristics,combining with the customer life cycle theory,customer value theory and marketing theory to solve the problems such as unclear customer management rules,unclear customer level positioning,lack of customer management methods etc.On this basis,the paper research also proposes methods of indemnificatory measures,suggest W company promoting the customer management by the ways of promoting customer management ideas,establishing the function department and improving the customer management information systems to find a feasible implementation approach way.In this way,company can achieve the goal of reasonably allocate management resources,effective managing the customers,improve customer value,reduce business risk and expand enterprise income.The paper shows the theoretical connection of the customer value evaluation,data mining methods and the customer management of dry bulk and general cargos shipping company.As the application of customer management systems in the bulk and general cargo shipping company is rare,the paper's customer management plan can enrich the relevant research,which has positive practical significance for the bulk and general shipping companies to build a scientific customer management systems for supporting the further development.