本文關(guān)鍵詞： 中遠(yuǎn)集運(yùn) 大客戶營(yíng)銷 大客戶營(yíng)銷體系　出處：《大連海事大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：“中遠(yuǎn)”是全球集裝箱運(yùn)輸業(yè)最負(fù)盛名的品牌之一,依托“中遠(yuǎn)”這一強(qiáng)大品牌,中遠(yuǎn)集運(yùn)日益成長(zhǎng)為全球領(lǐng)先的綜合集裝箱航運(yùn)服務(wù)提供商之一。中遠(yuǎn)集運(yùn)服務(wù)網(wǎng)絡(luò)遍布全球80多個(gè)國(guó)家,服務(wù)網(wǎng)點(diǎn)多達(dá)400余處以上,所經(jīng)營(yíng)的遠(yuǎn)、近洋全貨柜定期航線涵蓋全球五大區(qū)塊。中遠(yuǎn)集運(yùn)目前已經(jīng)構(gòu)建了初步的大客戶營(yíng)銷體系。在大客戶標(biāo)準(zhǔn)的確定上,中遠(yuǎn)集運(yùn)按照國(guó)際慣例和企業(yè)客戶的規(guī)模狀況,對(duì)客戶的層次、類型、檔次進(jìn)行了劃分；在此基礎(chǔ)上,對(duì)大客戶的標(biāo)準(zhǔn)進(jìn)行了初步的界定；為了進(jìn)一步適應(yīng)航運(yùn)市場(chǎng)的需求,在對(duì)中遠(yuǎn)集運(yùn)細(xì)分標(biāo)準(zhǔn)進(jìn)行初步界定的基礎(chǔ)上,中遠(yuǎn)集運(yùn)于2006年5月成立了中遠(yuǎn)集運(yùn)大客戶部,工作目標(biāo)是以精細(xì)化管理、以一體化服務(wù)贏得更多的中遠(yuǎn)集運(yùn)大客戶。為了提升中遠(yuǎn)集運(yùn)大客戶服務(wù)水平,中遠(yuǎn)集運(yùn)初步構(gòu)建了基于客戶關(guān)系管理的客戶檔案信息系統(tǒng)。 盡管中遠(yuǎn)集運(yùn)的大客戶營(yíng)銷已經(jīng)取得了一定的成就,但中遠(yuǎn)集運(yùn)在大客戶營(yíng)銷中仍然存在很多問題,主要表現(xiàn)在：第一,大客戶識(shí)別方法單一,缺乏對(duì)大客戶的差異化分析和清晰定位；第二,大客戶營(yíng)銷推廣策略單一,缺乏有效的整合機(jī)制；第三,大客戶部整體效能未能充分發(fā)揮；第四,整體服務(wù)水平偏低,有待提升；第五,大客戶信息管理薄弱,有待進(jìn)一步提高。鑒于全球航運(yùn)行業(yè)未來發(fā)展的集中化、集團(tuán)化發(fā)展的特點(diǎn),中遠(yuǎn)集運(yùn)大客戶營(yíng)銷與客戶關(guān)系管理要在未來取得較大的發(fā)展,就必須建立起中遠(yuǎn)集運(yùn)大客戶營(yíng)銷與客戶關(guān)系管理對(duì)資本、技術(shù)、人才以及資源整合上的能力,適應(yīng)全球航運(yùn)行業(yè)集中化、集團(tuán)化發(fā)展的特點(diǎn),走企業(yè)集團(tuán)化的發(fā)展戰(zhàn)略。在此戰(zhàn)略框架下,從大客戶端識(shí)別與細(xì)分、大客戶的開發(fā)、管理、保持、大客戶的組織體系構(gòu)建、大客戶體系實(shí)施的技術(shù)支撐和人力資源支持等層面,構(gòu)建系統(tǒng)科學(xué)的大客戶營(yíng)銷體系。
[Abstract]:Cosco is one of the most famous brands in the world container transportation industry, relying on the "Cosco" this strong brand. Cosco has increasingly grown into one of the world's leading integrated container shipping service providers. Cosco has a network of more than 400 service outlets in more than 80 countries. Near-ocean all-container scheduled routes cover five major blocks of the world. Cosco has now built up a preliminary major account marketing system. In the determination of key customer standards. According to the international practice and the scale of enterprise customers, Cosco has divided the levels, types and grades of customers. On this basis, the standard of major customers is preliminarily defined; In order to further meet the needs of the shipping market, on the basis of the preliminary definition of COSCO's subdivision standard, Cosco set up COSCO's major customer department in May 2006. The work goal is to fine management, to win more COSCO major customers with integrated services. In order to improve the COSCO major customer service level. Cosco has initially constructed a customer file information system based on customer relationship management. Although COSCO's major customer marketing has made some achievements, there are still many problems in COSCO's major customer marketing, mainly as follows: first, the identification method of large customers is single. Lack of differentiation analysis and clear positioning of major customers; Second, the marketing promotion strategy of big customers is single and lacks effective integration mechanism; Third, the overall efficiency of the major account department is not fully developed; 4th, the overall service level is low, need to be improved; 5th, the key customer information management is weak, need to be further improved. In view of the future development of the global shipping industry centralized, the characteristics of the development of collectivization. In order to achieve great development in the future, COSCO's major customer marketing and customer relationship management must build up the ability to integrate capital, technology, talent and resources between COSCO's major customer marketing and customer relationship management. Adapt to the characteristics of global shipping industry centralization and collectivization development, take the development strategy of enterprise collectivization. Under this strategic framework, identify and subdivide the big clients, develop, manage and maintain the big customers. In the aspects of organization system construction, technical support and human resource support, a scientific and systematic marketing system is constructed.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F551.6

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