本文選題：大客戶 + 營(yíng)銷(xiāo)策略　； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：處在經(jīng)濟(jì)貿(mào)易全球化的國(guó)際環(huán)境下,船舶航運(yùn)業(yè)的興衰與貿(mào)易密切相關(guān)。船舶行業(yè)是個(gè)勞動(dòng)密集型行業(yè),隨著技術(shù)的發(fā)展,中國(guó)比歐美和日、韓更具有優(yōu)勢(shì),同時(shí)中國(guó)政府對(duì)這個(gè)傳統(tǒng)行業(yè)在訂單和退稅方面一系列的支持,使得大部分訂單都集中在中國(guó)。中國(guó)的船舶制造業(yè)在2004年到2010年處于行業(yè)的鼎盛期。BMT公司03年在上海注冊(cè)成立,主要銷(xiāo)售船舶性能監(jiān)測(cè)系統(tǒng),正好抓住了這波行情。國(guó)內(nèi)很多民間投資者看到船舶行業(yè)的紅火,紛紛投入船舶制造業(yè),導(dǎo)致船舶制造業(yè)廠能迅速擴(kuò)大,現(xiàn)有的訂單無(wú)法滿足擴(kuò)大的廠能。有些船舶企業(yè)為了接單惡意降價(jià),造成了船舶制造業(yè)的利潤(rùn)微薄,這時(shí)候,船舶制造企業(yè)就來(lái)壓榨他的供應(yīng)商,導(dǎo)致供應(yīng)商利潤(rùn)微薄。本論文在查閱大量文獻(xiàn)和公司內(nèi)部資料的基礎(chǔ)上,運(yùn)用五力模型對(duì)BMT公司進(jìn)行了現(xiàn)狀的分析,并結(jié)合案例指出了BMT公司大客戶營(yíng)銷(xiāo)存在的問(wèn)題。本文根據(jù)公司歷史數(shù)據(jù)和大客戶未來(lái)潛力區(qū)分出大客戶,并對(duì)大客戶進(jìn)行價(jià)值評(píng)估。并通過(guò)大客戶專(zhuān)家訪談,了解大客戶對(duì)BMT公司的滿意度,了解大客戶的訴求,為BMT公司制定大客戶營(yíng)銷(xiāo)策略做好準(zhǔn)備工作。本文的大客戶營(yíng)銷(xiāo)策略主要通過(guò)4P營(yíng)銷(xiāo)組合策略和大客戶關(guān)系管理策略來(lái)展開(kāi)。通過(guò)價(jià)格策略、產(chǎn)品策略、促銷(xiāo)策略、渠道策略為BMT公司制定大客戶營(yíng)銷(xiāo)策略。通過(guò)建立牢固的關(guān)系網(wǎng)、提高客戶關(guān)系級(jí)別、參觀BMT工廠、保證優(yōu)先供貨、與大客戶發(fā)展戰(zhàn)略一致來(lái)管理大客戶關(guān)系。通過(guò)營(yíng)銷(xiāo)組織體系和結(jié)構(gòu)的優(yōu)化、建立大客戶管理信息系統(tǒng)、人力資源等方面來(lái)為BMT公司大客戶營(yíng)銷(xiāo)策略的實(shí)施提供保障。本文的大客戶營(yíng)銷(xiāo)策略研究可以為船舶行業(yè)其他設(shè)備供應(yīng)商對(duì)大客戶的研究提供借鑒作用。
[Abstract]:In the international environment of economic and trade globalization, the rise and fall of shipping industry is closely related to trade. The shipping industry is a labor-intensive industry. With the development of technology, China has more advantages than Europe, America, Japan, and South Korea. At the same time, the Chinese government has given this traditional industry a series of support in terms of orders and tax rebates. That makes most orders concentrated in China. China's shipbuilding industry was at the height of the industry between 2004 and 2010. BMT was incorporated in Shanghai in 2003, mainly selling ship performance monitoring systems, just to catch on with the market. Many private investors in China saw the boom of the ship industry and put it into the shipbuilding industry, which led to the rapid expansion of the shipbuilding industry, and the existing orders could not meet the expansion of the factory energy. Some shipbuilding enterprises in order to accept the malicious price of the price, resulting in a small profit of the shipbuilding industry, at this time, shipbuilding enterprises to squeeze his suppliers, resulting in small profits of suppliers. On the basis of consulting a large number of documents and internal materials, this paper analyzes the current situation of BMT Company by using the five-force model, and points out the problems existing in the marketing of large customers of BMT Company. According to the company's historical data and future potential, this paper distinguishes big customers and evaluates their value. And through the interview of the major customer experts, we can understand the satisfaction of the big customer to BMT company, understand the demand of the big customer, and prepare for the BMT company to make the marketing strategy of the big account. In this paper, the major account marketing strategy mainly through the 4 P marketing mix strategy and key customer relationship management strategy to carry out. Through price strategy, product strategy, promotion strategy, channel strategy for BMT to develop major customer marketing strategy. Manage key customer relationships by building strong relationships, raising customer relationship levels, visiting BMT plants, ensuring priority supply and aligned with key customer development strategies. Through the optimization of marketing organization system and structure, the establishment of key account management information system, human resources and other aspects to provide a guarantee for the implementation of BMT company's key customer marketing strategy. The research on the marketing strategy of large customers in this paper can provide reference for other equipment suppliers in shipbuilding industry.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.474

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