以AHP法探討知名國際快遞業者的客戶遴選指標的權重決定分析

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题名:	以AHP法探討知名國際快遞業者的客戶遴選指標的權重決定分析
作者:	蕭登豐;Hsiao,Teng-Feng
贡献者:	企業管理學系碩士在職專班
关键词:	一對一行銷;客戶價值;客戶貢獻;客戶遴選指標;客戶關係管理;層級分析程序法(AHP);權重決定分析;Customer Contribution;Customer Relationship Management (CRM);Customer Select Index;Customer Value;One-to-one Marketing;The Analysis Hierarchy Process (AHP);The Weighting Determination Analysis
日期:	2009-07-21
上传时间:	2014-05-08 15:15:22 (UTC+8)
出版者:	國立中央大學
摘要:	隨著經濟自由化與全球化，跨國性的商業經營活動日趨地頻繁，越來越多的台灣產業將其提供服務與產品的對象，由台灣擴展到全球之各主要市場。而在此國際化及愈趨競爭的全球環境裡，國際航空快遞業者為了提昇整體績效與利益，擴大市佔率並加強競爭力，在對於客戶的角色已經重新定位。而要如何與客戶建立長久的合作策略夥伴關係，發展成為一生命共同體，各取所需，各自達到自已的最高利益，進而營造雙贏的局面，是當前各個知名國際快遞業者極需思考的課題。因此，國際快遞業者需要與客戶建立良好的互動與合作關係，並瞭解客戶的需求與價值是首要之務。但相對於企業在投資與管理相關決策上，並不只是以客戶為主要的價值思考，實際上在絕大多數的情況下，以營利為主要目標的企業，客戶的貢獻對企業的價值才是決策最重要的動力。故識別出可創造最大獲利的客戶，給予最優先的客製化服務；與識別並剔除無法為企業帶來獲利的客戶，成為企業在客戶關係管理及一對一行銷上重要的目的，這恐怕不是單單從客戶價值導向決策可以解釋的。換言之，客戶也分為「優良客戶」和「欠佳客戶」兩種。您可以分辨其中的差異嗎？要如何維繫優良客戶（或讓它更好）—而您要如何提高其數目？您能夠改善欠佳的客戶嗎？值得這麼做嗎？而且每家企業所重視的選擇標準也不盡相同，因此本研究極欲尋找出知名國際快遞業者的客戶遴選指標為何及其所重視的優先順序，並以此為出發點來深刻探討並進行相關的分析與研究。本研究初期經由文獻探討，以及知名國際快遞業者的業務發展等相關單位之專家進行訪談後，將客戶的評選標準分為：1.忠誠度；2.交貨；3.付款；4.成本；5.資訊化程度，在五個重要的準則之下共有十七個子因素。進而運用層級分析程序法(AHP)，針對專家進行問卷調查，彙集專家意見之後，歸納出準則與屬性之間的重要比例權重高低，以提供知名國際快遞業者於客戶遴選之參考。同時亦可針對其長期的客戶進行分析後，作為提供服務及資源分配的依據。 ;Due to the economy liberalization and globalization, multiple nationals’ business activities are going to be very frequently. There are more and more local industries to provide customers their services and products to those major marketing in the worldwide countries from Taiwan. In the international and more competitive environment, the international express companies in order to promote the performance, benefit, broaden market share and strength their competition, they have to redefine the position of role of customers. But how to build up the long term and the strategy partnership with customers, to be the community, to get the individual needs, to achieve each goal of the largest profitability, and then create the win-win situation. Now it is an extreme topic for the international express companies. Hence, the international express companies have to build up good and mutual cooperation relationship with customer. To understand the needs and value of customer is the priority issue. Nevertheless, the enterprises are not only to dedicate on customer value but mostly is to focus on revenue generation when they are making decisions of investment and management. In view of this, customer contribution is the core value to enterprise. Therefore, identify the customer who can bring largest benefit to enterprise and provide them the tailor made services are the priority. Identify and delete those customers who can not bring enterprise the benefit that are the goals of customer relationship and one-to-one marketing. This can not be explained by customer value oriented strategy. On the other hand, there are good customer and bad customer the two kinds of client segmentation. Can you define the difference of each other? How to maintain good customer or make it better? How to increase the number of good clients? Can you improve the bad clients? Is it worthwhile to do that? And every enterprise priority selection criterion is also different. So that research is investigating the criteria of customer selection for the international express companies and understanding its priority. The analysis and research will be based on above criteria. In the research, the customer selection criteria are generated based on the reference and comments from the technical literature and the interview with expertises who work in worldwide international express companies. It includes five main factors: “Loyalty, Delivery, Payment, Cost, Information Technology” and 17 sub-factors under the main key factors. Through the collection of questionnaires and the analysis of AHP, the priority of each criterion will be turned out. The analysis result of this research can provide the reference of customer selection to the international express companies. Meanwhile, it also can do the analysis of long term relation customer for internal resource allocation and further business preparation.
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