本文選題：歐姆龍 + 大客戶　； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：隨著整個社會生產(chǎn)力水平的提高，以及自動化產(chǎn)業(yè)的深入廣泛的普及發(fā)展，行業(yè)特性體現(xiàn)出供過于求的市場。筆者所在的歐姆龍自動化（中國）有限公司廣州分公司，同樣面臨自動化行業(yè)品牌競爭日趨激烈的市場環(huán)境。公司生產(chǎn)的產(chǎn)品——繼電器、可編程邏輯控制器、伺服電機(jī)等產(chǎn)品，屬于行業(yè)中高端產(chǎn)品，廣泛應(yīng)用于各類機(jī)械設(shè)備廠。在這個的行業(yè)中，歐姆龍面對的競爭對手主要有德國西門子、法國施耐德、日本三菱等公司，，歐姆龍面臨國際巨頭的競爭，原材料的價格不斷上漲，客戶不斷提出降價要求，市場環(huán)境日益惡化，行業(yè)的平均利潤快速下降。在這樣的環(huán)境下，為使每年銷售業(yè)績不斷增長、利潤不斷提高，銷售部門首當(dāng)其沖。在自動化產(chǎn)品的銷售中，以人員推銷為主，如何對行業(yè)內(nèi)的大客戶做重點攻略，提高銷售業(yè)績，完成公司任務(wù)，成為首要任務(wù)。 首先，本文介紹了歐姆龍公司的歷史背景，系統(tǒng)地介紹這一自動化公司在80年的發(fā)展歷程中的一些優(yōu)勢以及劣勢。為本文后續(xù)部分的分析提供了歷史背景和客觀依據(jù)。其次，對公司的大客戶銷售策略進(jìn)行分析，選取典型案例——S公司進(jìn)行深入剖析，從客戶的前期調(diào)查接觸，再到后期尋找客戶的需求，找到兩家公司合作的契合點，最終給兩家公司帶來什么樣的效益來了解整個銷售策略。利用SWOT分析工具，得出公司面臨的機(jī)會大于威脅，具備相對競爭優(yōu)勢。最后，提出公司未來的營銷策略。利用市場細(xì)分理論分析，從公司的資源布局和競爭優(yōu)勢出發(fā)，公司應(yīng)采取優(yōu)勢客戶銷售策略，選擇合適的大型客戶進(jìn)行合作。在此戰(zhàn)略選擇基礎(chǔ)上，對相關(guān)行業(yè)以及行業(yè)內(nèi)的大客戶做相關(guān)推廣，將標(biāo)桿行業(yè)的攻略經(jīng)驗推廣到其他行業(yè)，以點帶動面，從而實現(xiàn)行業(yè)示范作用，全方位拉動銷售的增長，提出大客戶對公司營銷策略的重要性。
[Abstract]:With the improvement of social productivity and the extensive development of automation industry, the characteristics of the industry reflect the excess of supply and demand. The Guangzhou Branch of OMRON Automation (China) Co., Ltd. also faces the increasingly competitive market environment. The company's products-relay, programmable logic controller, servo motor and other products, belong to the industry high-end products, widely used in all kinds of mechanical equipment factory. In this industry, OMRON faces major competitors such as Siemens in Germany, Schneider in France, Mitsubishi in Japan, etc. OMRON is facing competition from international giants, the prices of raw materials are constantly rising, and customers are constantly asking for lower prices. The market environment is deteriorating day by day, the average profit of the industry drops rapidly. In such an environment, sales departments bear the brunt of growing annual sales and rising profits. In the sales of automation products, personnel sales mainly, how to focus on the major customers in the industry, improve sales performance, complete the company's tasks, become the primary task. First of all, this paper introduces the historical background of OMRON, and systematically introduces the advantages and disadvantages of the automation company in its 80 years of development. It provides the historical background and objective basis for the analysis of the following part of this paper. Secondly, analyze the sales strategy of the company's big account, select the typical case-S company to carry on in-depth analysis, from the customer's preliminary investigation contact, then to the later period to look for the customer's demand, find the joint point of cooperation between the two companies. Ultimately, the two companies what kind of benefits to understand the entire sales strategy. Using SWOT analysis tool, the company faces more opportunities than threats and has relative competitive advantage. Finally, put forward the company's future marketing strategy. Based on the analysis of market segmentation theory, the company should adopt the strategy of superior customer sales and select suitable large customers to cooperate with the company in terms of the distribution of resources and the competitive advantage. On the basis of this strategic choice, the relevant promotion is made to the related industries and the major customers in the industry, and the experience of the benchmarking industry is extended to other industries, so as to realize the role of industry demonstration and promote the growth of sales in all directions. Put forward the importance of the key customer to the company marketing strategy.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 陳明亮;;客戶關(guān)系管理基礎(chǔ)理論體系框架探討[J];管理工程學(xué)報;2006年04期

2 成棟,宋遠(yuǎn)方;論客戶關(guān)系管理的理論體系[J];管理現(xiàn)代化;2004年06期

3 劉鑫;中國工業(yè)控制自動化技術(shù)的現(xiàn)狀與發(fā)展趨勢[J];航天控制;2004年04期

4 劉云飛;何謙;劉瑜;;面向大規(guī)模定制的最有價值客戶營銷模式研究[J];科技管理研究;2006年06期

5 蔡淑琴,王慶國,湯云飛;客戶關(guān)系管理與客戶服務(wù)研究綜述[J];預(yù)測;2004年05期

6 陳明亮;客戶生命周期模式研究[J];浙江大學(xué)學(xué)報(人文社會科學(xué)版);2002年06期

本文編號：2032435