發(fā)布時(shí)間：2018-02-15 07:29

  本文關(guān)鍵詞： 大客戶營(yíng)銷 L公司 戰(zhàn)略客戶 市場(chǎng)營(yíng)銷　出處：《武漢紡織大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)房地產(chǎn)經(jīng)過20多年的高速發(fā)展,房地產(chǎn)企業(yè)通過并購(gòu)、合作、重組,已經(jīng)形成了強(qiáng)者恒強(qiáng)的局面。2004年的時(shí)候,中國(guó)TOP百?gòu)?qiáng)房企在房地產(chǎn)市場(chǎng)占比只有14%,而到了2016年,中國(guó)TOP百?gòu)?qiáng)房企在房地產(chǎn)市場(chǎng)占比已經(jīng)達(dá)到了44%,再過五年,這個(gè)數(shù)值可能會(huì)達(dá)到60%以上,越大的房地產(chǎn)企業(yè)將具競(jìng)爭(zhēng)優(yōu)勢(shì)。作為房地產(chǎn)公司而言,去庫(kù)存風(fēng)險(xiǎn)加大,土地成本高企,使得房地產(chǎn)企業(yè)盈利空間持續(xù)收窄,因此將建筑成本控制在最低范圍,保證采購(gòu)成本和建材質(zhì)量,實(shí)施對(duì)建材企業(yè)的戰(zhàn)略合作,成立材料公司減少供應(yīng)鏈環(huán)節(jié),逐步成為房地產(chǎn)公司招標(biāo)采購(gòu)的戰(zhàn)略方向。在這個(gè)大環(huán)境下,越來越多的建材企業(yè)引入了大客戶營(yíng)銷管理理念。法資企業(yè)L公司,是研發(fā)、生產(chǎn)、銷售開關(guān)插座的生產(chǎn)企業(yè),其產(chǎn)品在國(guó)內(nèi)電工行業(yè)約占9%的市場(chǎng)份額。該公司原來以零售渠道銷售為主導(dǎo),后根據(jù)市場(chǎng)變化開始關(guān)注工程市場(chǎng)銷售,并實(shí)施大客戶營(yíng)銷策略,以適應(yīng)市場(chǎng)的變化,達(dá)成與TOP百?gòu)?qiáng)房企的戰(zhàn)略合作。本文以L公司大客戶營(yíng)銷策略為對(duì)象進(jìn)行研究,分析國(guó)內(nèi)建材行業(yè)大客戶營(yíng)銷策略的現(xiàn)狀和發(fā)展趨勢(shì),以L公司的經(jīng)營(yíng)現(xiàn)狀為背景,結(jié)合該企業(yè)目前的大客戶營(yíng)銷策略,找出存在的實(shí)際問題并提出改進(jìn)優(yōu)化方案,從系統(tǒng)的角度出發(fā),提出適用于該企業(yè)的大客戶營(yíng)銷策略。希望本文能為建材行業(yè)工業(yè)品營(yíng)銷企業(yè)進(jìn)行科學(xué)有效的大客戶管理提供參考,從而增強(qiáng)建材行業(yè)工業(yè)品營(yíng)銷企業(yè)自身的競(jìng)爭(zhēng)能力,更好的參與市場(chǎng)競(jìng)爭(zhēng)。也希望通過自身努力,在多方的指導(dǎo)和幫助下可以將此論題加以更為深入、更具建設(shè)性的研究。
[Abstract]:After more than 20 years of rapid development, real estate enterprises have formed a strong situation through mergers and acquisitions, cooperation and reorganization. In 2004, China's top 100 TOP housing enterprises accounted for only 14% of the real estate market, but by 2016, China's top 100 TOP housing companies have already accounted for 44% of the real estate market. In five years' time, this number may reach more than 60%. The bigger the real estate enterprises will be, the more competitive advantage they will have. As a real estate company, the risk of destocking is increasing. The high land cost keeps the profit space of the real estate enterprises narrow, so the construction cost is kept in the lowest range, the purchasing cost and the quality of building materials are guaranteed, the strategic cooperation on the building materials enterprises is implemented, and the supply chain links are reduced by establishing the material companies. Gradually becoming the strategic direction of bidding and purchasing of real estate companies. Under this environment, more and more building materials enterprises have introduced the concept of major customer marketing management. Company L, a French-funded enterprise, is a manufacturer of R & D, production and sales of switches and sockets. Its products account for about 9% of the market share in the domestic electrical industry. The company originally dominated by retail channel sales, then began to focus on engineering market sales according to market changes, and implemented major account marketing strategies to adapt to the changes in the market. To achieve the strategic cooperation with the top 100 TOP housing enterprises. This paper studies the marketing strategy of L company, analyzes the current situation and development trend of the major account marketing strategy in the domestic building materials industry, and takes the management status quo of L company as the background. According to the current marketing strategy of the enterprise, the paper finds out the practical problems and puts forward the improvement and optimization scheme, from the point of view of the system, It is hoped that this paper can provide a reference for the industrial products marketing enterprises in building materials industry to carry out scientific and effective major account management, thereby enhancing the competitive power of the industrial products marketing enterprises in the building materials industry. Better participation in market competition. Also hope through their own efforts, under the guidance and help of many parties can be more in-depth, more constructive research.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.92

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