中聯(lián)重科混凝土機械公司海外事業(yè)部大客戶管理模式研究
發(fā)布時間：2018-07-21 16:41
【摘要】：“二八定律”在市場營銷實踐中啟示企業(yè),企業(yè)80%的銷售收入與利潤來自于20%的關鍵客戶。如何抓住這20%的關鍵客戶,將企業(yè)有限的人力、物力和財力投入到關鍵客戶服務中,將企業(yè)內部資源與外部資源有機結合,大客戶管理為企業(yè)提供了理論依據(jù)。大客戶管理從工業(yè)品市場營銷發(fā)展而來,工程機械作為資本貨物,屬于典型的工業(yè)品。中聯(lián)重科作為全世界最大的混凝土機械制造企業(yè)之一,其生產制造基地分布于全球各地。2009年1月,中聯(lián)重科組建了混凝土機械公司海外事業(yè)部,負責集團混凝土機械海外銷售。經過4年多的發(fā)展,隨著事業(yè)部銷售收入的逐步增長與大客戶群體的不斷擴大,對事業(yè)部的大客戶進行系統(tǒng)管理成了進一步提高事業(yè)部競爭力、保障事業(yè)部可持續(xù)發(fā)展的必要舉措。 本文以中聯(lián)重科混凝土機械公司海外事業(yè)部大客戶管理為研究對象,首先對事業(yè)部的發(fā)展現(xiàn)狀進行了概述,在相關營銷環(huán)境分析的基礎上,運用SWOT分析工具,深入分析了海外事業(yè)部自身優(yōu)、劣勢,提出了大客戶戰(zhàn)略對海外事業(yè)部營銷工作的重要意義與管理目標。其次,在對國內同行業(yè)標桿企業(yè)的大客戶管理實務分析基礎上,結合事業(yè)部所處的發(fā)展階段與大客戶管理目標,以關系營銷理論、客戶關系管理理論和大客戶管理理論為理論指導,從大客戶界定、大客戶管理組織體系設計、大客戶需求管理流程設計與服務體系設計等方面,提出了下一步海外事業(yè)部大客戶管理改進模式設計。最后,圍繞大客戶管理的核心,補充闡述了該大客戶管理模式實施保障措施,并對該戰(zhàn)略實施效果預期進行了展望。 大客戶管理改進模式設計的研究為海外事業(yè)部可持續(xù)發(fā)展、管理創(chuàng)新和營銷渠道深入擴展提供了解決方案,同時,本文結合實地工作經驗對行業(yè)優(yōu)秀公司大客戶管理模式進行了介紹與分析,尋找可以借鑒的經驗,為工業(yè)品企業(yè),尤其是工程機械企業(yè)進行科學有效的大客戶管理提供了參考,有利于增強國內企業(yè)的競爭能力,參與到國際競爭中,具有一定的現(xiàn)實意義。
[Abstract]:The "law of two and eight" enlightens enterprises in marketing practice. 80% of sales revenue and profit come from 20% of key customers. How to grasp the 20% key customers, invest the limited manpower, material resources and financial resources into the key customer service, combine the internal resources with external resources organically, and provide the theoretical basis for the enterprises. As capital goods, construction machinery is a typical industrial product. As one of the largest concrete machinery manufacturing enterprises in the world, Zoomlion has its manufacturing base distributed all over the world. In January 2009, it set up the overseas Division of concrete Machinery Company, which is responsible for the overseas sales of concrete machinery. After more than four years of development, with the gradual growth of sales revenue and the continuous expansion of the group of major customers, the systematic management of major accounts of the division has become a further improvement of the competitiveness of the division. The necessary measures to ensure the sustainable development of the business department. In this paper, the major account management of the overseas division of Zhonglian heavy concrete Machinery Company is taken as the research object. Firstly, the development status of the division is summarized. On the basis of the analysis of the relevant marketing environment, the SWOT analysis tool is used. This paper deeply analyzes the advantages and disadvantages of overseas business and puts forward the important significance and management goal of the key customer strategy to the marketing work of overseas business. Secondly, on the basis of the analysis of the practice of major account management in domestic benchmarking enterprises of the same industry, combined with the development stage of the business department and the management objectives of the major accounts, the relationship marketing theory is used. The theory of customer relationship management (CRM) and the theory of key customer management (CRM) are used as the theoretical guidance, including the definition of large customer, the design of organization system of customer management, the design of process and service system of customer demand management, and so on. Proposed the next step overseas business department big account management improvement pattern design. Finally, around the core of the key account management, the implementation of the key account management model security measures are elaborated, and the implementation of the strategy is expected to be expected. The research on the design of key account management improvement mode provides a solution for the sustainable development, management innovation and marketing channel expansion of overseas business department, at the same time, This paper introduces and analyzes the key account management mode of excellent companies in the field, and looks for the experience that can be used for reference, which provides a reference for industrial enterprises, especially construction machinery enterprises, to carry out scientific and effective key account management. It is of practical significance to strengthen the competitiveness of domestic enterprises and participate in international competition.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.4;F274
本文編號：2136148
[Abstract]:The "law of two and eight" enlightens enterprises in marketing practice. 80% of sales revenue and profit come from 20% of key customers. How to grasp the 20% key customers, invest the limited manpower, material resources and financial resources into the key customer service, combine the internal resources with external resources organically, and provide the theoretical basis for the enterprises. As capital goods, construction machinery is a typical industrial product. As one of the largest concrete machinery manufacturing enterprises in the world, Zoomlion has its manufacturing base distributed all over the world. In January 2009, it set up the overseas Division of concrete Machinery Company, which is responsible for the overseas sales of concrete machinery. After more than four years of development, with the gradual growth of sales revenue and the continuous expansion of the group of major customers, the systematic management of major accounts of the division has become a further improvement of the competitiveness of the division. The necessary measures to ensure the sustainable development of the business department. In this paper, the major account management of the overseas division of Zhonglian heavy concrete Machinery Company is taken as the research object. Firstly, the development status of the division is summarized. On the basis of the analysis of the relevant marketing environment, the SWOT analysis tool is used. This paper deeply analyzes the advantages and disadvantages of overseas business and puts forward the important significance and management goal of the key customer strategy to the marketing work of overseas business. Secondly, on the basis of the analysis of the practice of major account management in domestic benchmarking enterprises of the same industry, combined with the development stage of the business department and the management objectives of the major accounts, the relationship marketing theory is used. The theory of customer relationship management (CRM) and the theory of key customer management (CRM) are used as the theoretical guidance, including the definition of large customer, the design of organization system of customer management, the design of process and service system of customer demand management, and so on. Proposed the next step overseas business department big account management improvement pattern design. Finally, around the core of the key account management, the implementation of the key account management model security measures are elaborated, and the implementation of the strategy is expected to be expected. The research on the design of key account management improvement mode provides a solution for the sustainable development, management innovation and marketing channel expansion of overseas business department, at the same time, This paper introduces and analyzes the key account management mode of excellent companies in the field, and looks for the experience that can be used for reference, which provides a reference for industrial enterprises, especially construction machinery enterprises, to carry out scientific and effective key account management. It is of practical significance to strengthen the competitiveness of domestic enterprises and participate in international competition.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.4;F274
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