本文選題：工程機(jī)械行業(yè)　切入點：服務(wù)價值鏈　出處：《湘潭大學(xué)》2014年碩士論文

【摘要】：隨著經(jīng)濟(jì)全球化的不斷發(fā)展，傳統(tǒng)的工程機(jī)械企業(yè)在其大客戶的銷售方面也面臨更多的競爭對手和市場挑戰(zhàn)。首先，工程機(jī)械制造的生產(chǎn)技術(shù)的提升使新進(jìn)入者更加容易進(jìn)入該行業(yè)，增加了企業(yè)的競爭對手，產(chǎn)品的競爭也逐步趨于同質(zhì)化。其次，隨著管理技術(shù)的不斷進(jìn)步，工程機(jī)械企業(yè)采用先進(jìn)的管理技術(shù)對大客戶進(jìn)行有效管理，特別是在供應(yīng)鏈中處于主導(dǎo)地位的企業(yè)，通過采用最新的供應(yīng)鏈管理技術(shù)管理大客戶，，大大減少了供應(yīng)鏈成本，增加企業(yè)利潤。在當(dāng)前情況下，工程機(jī)械企業(yè)不僅要提供優(yōu)質(zhì)的產(chǎn)品，更要為大客戶提供優(yōu)質(zhì)的服務(wù)，為大客戶創(chuàng)造更多的價值，從而提升大客戶的忠誠度，增強(qiáng)自身與大客戶的議價能力，這是工程機(jī)械企業(yè)一個重要的營銷策略。 自20世紀(jì)60年代開始，服務(wù)營銷作為營銷學(xué)的重要分支取得了迅速的發(fā)展。工程機(jī)械企業(yè)通過為大客戶提供滿意的客戶服務(wù)，并能結(jié)合工程機(jī)械企業(yè)自身的發(fā)展特點，有針對、有選擇的將服務(wù)營銷理論應(yīng)用于企業(yè)的營銷策略中，將有利于企業(yè)形成有效的大客戶服務(wù)營銷體系，從而更大程度的提升盈利水平及企業(yè)的競爭力。 本文以服務(wù)營銷理論與大客戶管理理論為基礎(chǔ)，對工程機(jī)械企業(yè)大客戶服務(wù)營銷的宏觀環(huán)境與微觀環(huán)境進(jìn)行了較詳細(xì)的分析，結(jié)合工程機(jī)械企業(yè)大客戶服務(wù)營銷的現(xiàn)狀與存在的問題，以前人的理論和實踐為基礎(chǔ)，提出以服務(wù)營銷理論為基礎(chǔ)的工程機(jī)械企業(yè)大客戶服務(wù)營銷策略的對策建議。希望通過該研究為工程機(jī)械企業(yè)的大客戶服務(wù)營銷管理提供一些幫助。
[Abstract]:With the development of economic globalization, traditional construction machinery enterprises also face more competitors and market challenges in the sales of their major customers. First of all, The improvement of the manufacturing technology of construction machinery makes it easier for new entrants to enter the industry, increases the competitors of enterprises, and gradually tends to homogenize the competition of products. Secondly, with the development of management technology, The construction machinery enterprise adopts the advanced management technology to carry on the effective management to the big customer, especially in the supply chain in the leading position enterprise, by adopting the newest supply chain management technology to manage the big customer, has reduced the supply chain cost greatly. Under the current circumstances, construction machinery enterprises should not only provide high-quality products, but also provide quality services for large customers, create more value for big customers, and thus enhance the loyalty of major customers. It is an important marketing strategy for construction machinery enterprises to enhance their bargaining power with large customers. Since the 1960s, service marketing as an important branch of marketing has made rapid development. Construction machinery enterprises provide satisfactory customer service for large customers, and can combine the development characteristics of construction machinery enterprises. Applying the service marketing theory to the marketing strategy of the enterprise will benefit the enterprise to form an effective service marketing system for the customer, thus to a greater extent improve the profit level and the competitiveness of the enterprise. Based on the theory of service marketing and the theory of large account management, this paper makes a detailed analysis of the macro and micro environment of large customer service marketing in construction machinery enterprises. Combined with the current situation and existing problems of large customer service marketing in construction machinery enterprises, the theory and practice of previous people are the basis. Based on the theory of service marketing, this paper puts forward some countermeasures and suggestions on the strategy of large customer service marketing in construction machinery enterprises, and hopes to provide some help for the management of major customer service marketing in construction machinery enterprises through this research.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.4

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