基于铁路货运客户价值创造的企业能力研究
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摘要
随着竞争的激烈和顾客经济时代的到来,为顾客创造价值的观念已在全球企业中日益普及。在当前动态环境和强调顾客中心地位的时代,研究基于铁路货运客户价值创造的企业能力,对于铁路货运企业如何更有效地满足顾客的需要和欲望,给顾客提供更高价值服务,协调顾客价值与企业价值关系等关乎企业发展的关键问题具有重要的指导意义。
(1)在借鉴现有顾客价值要素识别与评价方法的基础上,构建铁路货运客户感知价值识别与评价模型,依据本文提出的铁路货运客户感知价值识别与评价步骤和方法,设计铁路货运客户价值要素的调查问卷,在进行预测试和正式测试的基础上,对回收调查问卷运用个项—总量修正系数、因子分析等方法进行数据处理,从而识别出了由铁路货运感知质量、感知关系和感知利失三个维度,7个因子,34个条款构成的铁路货运感知价值测量量表。选择实例,运用Ulage提出的“驱动因素透视图”对广铁集团货运公司顾客价值的绩效表现进行评价,得出了顾客认为最为重要的因子序列,即顾客感知利失因子,顾客感知关系因子和顾客感知质量因子。分析了各个因子及其驱动因素的重要性及应用实例的表现状况,研究得知广铁集团货运公司的表现都未超出顾客货主的期望和需求,存在顾客流失的风险。
(2)在借鉴现有能力系统及能力结构相关研究的基础上,界定了支撑顾客价值创造的能力系统内涵,深入分析此能力系统的构成及其结构和功能,总结了各个能力要素包含的内容及衡量指标。研究得知：基于铁路货运客户价值创造的企业能力是一个由多种要素按照一定关系相互连接而组成的一个能力系统。此能力系统的构成包括信息能力、内核能力、网络能力和动态能力四个部分,9大维度；其中信息能力是顾客价值创造的前提,内核能力是顾客价值创造的基础,网络能力是提升顾客价值创造的手段,动态能力是提升顾客价值创造的关键。
(3)在评价模型选择的基础上,引入信息熵理论和未确知测度理论,构建了基于未确知测度的顾客价值创造能力评价模型,选择实例,对广铁集团顾客价值创造能力进行实际评价,得出了广铁集团顾客价值创造能力以及各个能力要素对应的评价等级,即广铁集团顾客价值创造能力一般偏弱,具体到各个能力要素来说,目前信息能力、执行能力、运营能力和网络能力一般,而动态能力较弱。据此可以推断出,广铁集团目前的顾客价值创造能力一般,而未来的顾客价值创造能力偏弱。
(4)通过借鉴柯布—道格拉斯生产函数模型,构建了顾客价值创造能力生产函数模型,由模型性质推导出：顾客价值创造能力的提升,需要提高各个能力要素的水平,同时又要实现各能力要素的协同发展。在此基础上,从企业能力要素水平的提高和顾客价值需求的变动发展两方面,研究了铁路货运客户价值创造能力的提升机理,研究得知顾客价值需求的变动发展是顾客价值创造能力提升的外部驱动力,为顾客价值创造能力的提升指明了方向；企业能力要素水平的提高及协同发展是顾客价值创造能力提升的内源动力,决定了顾客价值创造能力提升的大小和高度。最后,对铁路货运企业客户价值创造能力的提升途径进行了探讨,提出了铁路货运企业客户价值创造能力提升的具体措施：建设集中统一的顾客数据库、大力发展电子商务、实施基于顾客价值的员工管理、进行基于顾客价值的整合资源、作业管理与顾客价值管理相结合优化内部业务流程、培育顾客价值为中心的文化、加强顾客关系管理和网络规划与管理、建立学习与创新机制。
With the fierce competition and the coming of customer economic times, a sense of creating value for customers has been increasingly spreading in the whole enterprises. At the present dynamic circumstances and the times of maintaining the centre role of customers, researching the enterprises capability of creation customers value based on the railway freight has the important instruction meanings for the development of enterprises, such as how to more efficiently satisfy the needs and desire of customers for railway freight enterprises, supply the higher value service for customers and harmonize the relationship between customers value and enterprise value.
(1) It has to make a model of recognized and evaluated customers perception value based on borrowing the present recognized element and evaluated methods of customer value in railway freight. Based on the steps and methods of recognized and evaluated customer perception value from this paper, it designs questionnaire of customer value element in railway freight; based on the pre-testing and formal testing, it analyses the recovery questionnaire. Above all, it makes the perception value measuring table, which is identified by the three latitude of the rail freight perceived quality, perceived relationship and loss-gain perception,7 factors,34 constitutes. It selects instance and uses "driver element of perspective figure" of Ulage to evaluate the customer value performance in Guangzhou Railway Company to get the most important factor sequence. Through analyzing the importance of each factor and drive elements and the state of application instance, it makes us know that Guangzhou Railway Company has existed the risk of losing customers.
(2) Based on the research of the present capability system and structure, it defines the connotation of customer value creation capability system, deeply analyses the construction of capability system, summers up the various elements contained in the content and the ability to measure. From the research, it knows that customer value creation enterprise capability is a capability system consisted of various elements connected with some relation. This system consists of four parts (information capability, core capability, network capability and dynamic capability) and 9 large dimensions.
(3) Based on the selection of evaluated model, it uses the information entropy theory and unascertained measure theory to structure evaluated model of unascertained measure of customer value creation capability. Through actually evaluated customer value creation capability of Guangzhou Railway Company to get the customer value creation capability of Guangzhou Railway Company and evaluation level corresponded to various capability elements. Thus it can infer that the current customer value creation value capability of Guangzhou Railway Company is in middle level and the future capability is weak.
(4) By drawing on the Cobb-Douglas production function model, it structures the production function model of customer value creation capability. On this basis, it researches promotion mechanism of customer value creation capability; it gets that the development of customer value is the ability to enhance the customer value creation external driving force; it points out the direction to promote the customer value creation capability from two aspects (promotion the level of enterprise capability element and the drive development of customer value needs). The promotion and joint development of enterprise element is the internal motivation to promote the customer value creation capability, which decides to the size and the height of customer value creation capability. Finally, the paper discusses the methods of promotion railway enterprises value creation capability. It points out the concrete measures to promote the enterprise value creation capability, construct centralized customer database, develop electronic commerce, implement the employee management to customer value, and optimize the interior structure based on customer integration resources, operation management and customer value management, foster the centre culture of customer, strengthen customer relationship management and network planning and management, establish mechanisms for learning and innovation.
(1)在借鉴现有顾客价值要素识别与评价方法的基础上,构建铁路货运客户感知价值识别与评价模型,依据本文提出的铁路货运客户感知价值识别与评价步骤和方法,设计铁路货运客户价值要素的调查问卷,在进行预测试和正式测试的基础上,对回收调查问卷运用个项—总量修正系数、因子分析等方法进行数据处理,从而识别出了由铁路货运感知质量、感知关系和感知利失三个维度,7个因子,34个条款构成的铁路货运感知价值测量量表。选择实例,运用Ulage提出的“驱动因素透视图”对广铁集团货运公司顾客价值的绩效表现进行评价,得出了顾客认为最为重要的因子序列,即顾客感知利失因子,顾客感知关系因子和顾客感知质量因子。分析了各个因子及其驱动因素的重要性及应用实例的表现状况,研究得知广铁集团货运公司的表现都未超出顾客货主的期望和需求,存在顾客流失的风险。
(2)在借鉴现有能力系统及能力结构相关研究的基础上,界定了支撑顾客价值创造的能力系统内涵,深入分析此能力系统的构成及其结构和功能,总结了各个能力要素包含的内容及衡量指标。研究得知：基于铁路货运客户价值创造的企业能力是一个由多种要素按照一定关系相互连接而组成的一个能力系统。此能力系统的构成包括信息能力、内核能力、网络能力和动态能力四个部分,9大维度；其中信息能力是顾客价值创造的前提,内核能力是顾客价值创造的基础,网络能力是提升顾客价值创造的手段,动态能力是提升顾客价值创造的关键。
(3)在评价模型选择的基础上,引入信息熵理论和未确知测度理论,构建了基于未确知测度的顾客价值创造能力评价模型,选择实例,对广铁集团顾客价值创造能力进行实际评价,得出了广铁集团顾客价值创造能力以及各个能力要素对应的评价等级,即广铁集团顾客价值创造能力一般偏弱,具体到各个能力要素来说,目前信息能力、执行能力、运营能力和网络能力一般,而动态能力较弱。据此可以推断出,广铁集团目前的顾客价值创造能力一般,而未来的顾客价值创造能力偏弱。
(4)通过借鉴柯布—道格拉斯生产函数模型,构建了顾客价值创造能力生产函数模型,由模型性质推导出：顾客价值创造能力的提升,需要提高各个能力要素的水平,同时又要实现各能力要素的协同发展。在此基础上,从企业能力要素水平的提高和顾客价值需求的变动发展两方面,研究了铁路货运客户价值创造能力的提升机理,研究得知顾客价值需求的变动发展是顾客价值创造能力提升的外部驱动力,为顾客价值创造能力的提升指明了方向；企业能力要素水平的提高及协同发展是顾客价值创造能力提升的内源动力,决定了顾客价值创造能力提升的大小和高度。最后,对铁路货运企业客户价值创造能力的提升途径进行了探讨,提出了铁路货运企业客户价值创造能力提升的具体措施：建设集中统一的顾客数据库、大力发展电子商务、实施基于顾客价值的员工管理、进行基于顾客价值的整合资源、作业管理与顾客价值管理相结合优化内部业务流程、培育顾客价值为中心的文化、加强顾客关系管理和网络规划与管理、建立学习与创新机制。
With the fierce competition and the coming of customer economic times, a sense of creating value for customers has been increasingly spreading in the whole enterprises. At the present dynamic circumstances and the times of maintaining the centre role of customers, researching the enterprises capability of creation customers value based on the railway freight has the important instruction meanings for the development of enterprises, such as how to more efficiently satisfy the needs and desire of customers for railway freight enterprises, supply the higher value service for customers and harmonize the relationship between customers value and enterprise value.
(1) It has to make a model of recognized and evaluated customers perception value based on borrowing the present recognized element and evaluated methods of customer value in railway freight. Based on the steps and methods of recognized and evaluated customer perception value from this paper, it designs questionnaire of customer value element in railway freight; based on the pre-testing and formal testing, it analyses the recovery questionnaire. Above all, it makes the perception value measuring table, which is identified by the three latitude of the rail freight perceived quality, perceived relationship and loss-gain perception,7 factors,34 constitutes. It selects instance and uses "driver element of perspective figure" of Ulage to evaluate the customer value performance in Guangzhou Railway Company to get the most important factor sequence. Through analyzing the importance of each factor and drive elements and the state of application instance, it makes us know that Guangzhou Railway Company has existed the risk of losing customers.
(2) Based on the research of the present capability system and structure, it defines the connotation of customer value creation capability system, deeply analyses the construction of capability system, summers up the various elements contained in the content and the ability to measure. From the research, it knows that customer value creation enterprise capability is a capability system consisted of various elements connected with some relation. This system consists of four parts (information capability, core capability, network capability and dynamic capability) and 9 large dimensions.
(3) Based on the selection of evaluated model, it uses the information entropy theory and unascertained measure theory to structure evaluated model of unascertained measure of customer value creation capability. Through actually evaluated customer value creation capability of Guangzhou Railway Company to get the customer value creation capability of Guangzhou Railway Company and evaluation level corresponded to various capability elements. Thus it can infer that the current customer value creation value capability of Guangzhou Railway Company is in middle level and the future capability is weak.
(4) By drawing on the Cobb-Douglas production function model, it structures the production function model of customer value creation capability. On this basis, it researches promotion mechanism of customer value creation capability; it gets that the development of customer value is the ability to enhance the customer value creation external driving force; it points out the direction to promote the customer value creation capability from two aspects (promotion the level of enterprise capability element and the drive development of customer value needs). The promotion and joint development of enterprise element is the internal motivation to promote the customer value creation capability, which decides to the size and the height of customer value creation capability. Finally, the paper discusses the methods of promotion railway enterprises value creation capability. It points out the concrete measures to promote the enterprise value creation capability, construct centralized customer database, develop electronic commerce, implement the employee management to customer value, and optimize the interior structure based on customer integration resources, operation management and customer value management, foster the centre culture of customer, strengthen customer relationship management and network planning and management, establish mechanisms for learning and innovation.
引文
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