Comprehensive Evaluation Of Railway Freight Customers And Optimal Allocation Of Resources

With the acceleration of the process of economic integration and the rise of various modes of transport,the railroad freight market is facing increasingly fierce competition.The freight industry is no longer dominated by railroad transportation,but has formed a situation of diversified development of various modes of transportation,such as railroad,highway,waterway and air.At the same time,the concept of customer-centric business management dominates,and customer resources gradually become a key factor in determining the freight market share and the right to speak.Under the new economic situation,how to reasonably allocate human,material,financial and other resource elements for different customers under the limited resources to achieve the best benefits of Railway Transportation Enterprises has become an important issue to be solved.At present,the traditional management methods of customers in Railway Administration can no longer meet the current needs of enterprises,which need to analyze the value of customers,provide differentiated resource allocation and service strategies for customers at different levels,and carry out effective customer management.This paper starts from the theory of customer value and selects the evaluation indexes of freight customers by combining the current situation of railroad freight market.Based on the results of customer evaluation,a targeted approach to the allocation of enterprise marketing resources and railroad capacity resources is proposed.This method allocates resources on the basis of customer value and develops a reasonable allocation plan.The main works of this paper are:First of all,based on the customer lifetime value theory,combined with the characteristics of China’s freight transport market to select customer evaluation indicators,the construction of the evaluation index system containing the current value and potential value of railroad freight transport customers.The index system consists of 4 criterion layers of customer contribution,cost occupation,customer transaction behavior and customer attributes and 10 indicator layers to which they belong.The principal component analysis method is used to verify the rationality of the method and eliminate the insignificant index.By comparing and analyzing the advantages and disadvantages of various methods,TOPSIS-Grey correlation analysis method is chosen as the evaluation method of this paper.Secondly,the validity of the evaluation model is verified by taking the freight customers of Railway Bureau A as an example.After preprocessing the collected data,integrating different customer information and eliminating null value,wrong value,duplicate value,etc.,1232 freight customers were finally obtained.The value evaluation of all customers was performed by using TOPSIS-Grey correlation analysis to get the evaluation results of different customers.Finally,K-means clustering algorithm is used to cluster all customers and get five customer groups with different values,attributes and characteristics.And the user portraits are used to portray the characteristics of the five customer groups in seven aspects,such as transport cargo category,cargo destination,transaction time,revenue contribution,number of transactions,transaction time interval and freight volume,respectively.It provides a reference basis for enterprises to deeply understand their customers,optimize their operations and judge the market direction,and also lays the foundation for proposing targeted marketing strategies later on.Finally,the allocation of resources to different value customers is studied from two aspects of railroad enterprises’ capacity resources-containers and enterprises’ marketing resources.On the one hand,the container distribution of railway enterprises is carried out.Based on the results of customer evaluation in the previous section,after determining the value and category of customers,the empty container transportation model is created to minimize the cost of empty container transportation and consider the level of customers.The solution method of the model is also given,and the LINGO software is used to solve the calculation cases to get the empty container allocation scheme for different levels of customers.Three indexes are selected to analyze the allocation results,and the results of the analysis show that the model established in this paper has certain feasibility and rationality.On the other hand,the distribution of enterprise marketing resources is carried out.From the perspective of marketing resources in a narrow sense,this paper studies the resource allocation of customers with different values.When constructing the marketing resource allocation model,the maximum customer value obtained by the enterprise is the goal,and the model is constructed based on customer value to study the allocation of resources to customers with different values.LINGO software is used to solve the calculation cases,and the obtained results of enterprise marketing resource allocation can reflect the effectiveness of the model to a certain extent.Finally,combined with the characteristics of the previous railroad freight customer group portrait,from the 4p and 4c marketing theory for different categories of customers with targeted marketing strategies.From the theoretical and practical perspectives,this paper uses a combination of qualitative and quantitative methods to study and discuss the evaluation of railroad freight customers and optimal resource allocation in China.Constructing a resource allocation model based on customer value and using user portraits to label the full picture of the customer base provides a certain reference and reference for enterprises to specifically portray target customers,comprehensively analyze customer needs and integrate resource allocation.