南車時代城軌大客戶營銷研究
發(fā)布時間：2018-07-27 16:09
【摘要】：我國城市軌道交通正經歷一個前所未有的發(fā)展期,建設速度與規(guī)模均位列世界第一,勢必推動城市軌道交通裝備(以下簡稱“城軌裝備”)制造業(yè)的快速發(fā)展。株洲南車時代電氣股份有限公司(以下簡稱“南車時代”)是中國南車旗下的上市子公司(香港聯交所,HK.3898),其城軌裝備產業(yè)(以下簡稱“南車時代城軌”)近幾年發(fā)展很快,已逐步成長為支柱產業(yè)板塊,但產業(yè)規(guī)模突破遭遇增長瓶頸,市場空間面臨雙重擠壓風險,新興業(yè)務拓展存在先天短板。本文希望通過探討南車時代城軌的大客戶營銷問題,提出建設性的改進策略和保障措施,以期提高南車時代城軌的營銷能力和競爭力,并為國內同行企業(yè)提供借鑒。 本文共分為五章：第一章從大客戶營銷對城軌裝備企業(yè)的重要性入手,闡述了本文研究的背景、意義和思路,并對國內外研究動態(tài)進行了綜述；第二章對大客戶營銷的概念、大客戶關系拓展、大客戶的識別、價值評估和定位以及關系營銷等相關理論進行了綜述；第三章研究了南車時代城軌的營銷環(huán)境,分析了南車時代城軌的大客戶營銷現狀,剖析了其優(yōu)勢、劣勢、機遇和挑戰(zhàn),總結了其在組織機構、營銷組合、客戶細分、服務營銷、關系營銷以及大客戶管理等方面存在的主要問題；第四章是本文的重點,探討了適合南車時代城軌的大客戶細分與選擇模型,從營銷組合、“一城一策”、服務營銷以及關系營銷等四個方面提出了大客戶營銷改進策略,并結合實際情況提出了一種產品定位分析矩陣模型；第五章從組織體系和營銷理念兩方面提出了旨在加強南車時代城軌大客戶營銷實施的保障措施。 根據論文分析,要解決大客戶營銷問題,南車時代城軌必須由以產品為中心轉向以客戶為中心,合理的細分和選擇大客戶,根據所處行業(yè)特征實施有針對性的大客戶營銷策略,并構建高效協同的組織體系與合作共贏的營銷理念。
[Abstract]:China's urban rail transit is undergoing an unprecedented period of development. The construction speed and scale are ranked first in the world, which is bound to promote the rapid development of the manufacturing industry of urban rail transit equipment (hereinafter referred to as "urban rail equipment"). Zhuzhou Nanche time Electric Co., Ltd. (hereinafter referred to as "Nanche era") is a listed subsidiary of China Southern Motor Company (HK.3898), and its equipment industry of urban rail (hereinafter referred to as "Nanche era City Rail") has developed rapidly in recent years. Has gradually grown into a pillar industry plate, but the industrial scale breakthrough encountered growth bottleneck, market space is faced with double squeeze risk, emerging business expansion has a congenital board. This paper hopes to improve the marketing ability and competitiveness of the urban rail system in the era of Nanning Railway by discussing the marketing problems of the major customers in the era of the Southern Rail Transit, and put forward constructive improvement strategies and safeguard measures, and provide reference for the domestic enterprises. This paper is divided into five chapters: the first chapter begins with the importance of major customer marketing to the equipment enterprises of urban rail system, expounds the background, significance and thinking of this research, and summarizes the research trends at home and abroad, the second chapter is the concept of major customer marketing. The third chapter studies the marketing environment of the city rail in the era of Nanche, and analyzes the current situation of the marketing of the major customer in the era of Nanche. It analyzes its strengths, weaknesses, opportunities and challenges, summarizes its organizational structure, marketing mix, customer segmentation, service marketing, relationship marketing and key account management. This paper probes into the model of major customer segmentation and selection suitable for the urban rail system of the South car era, and puts forward the improvement strategies of the major account marketing from four aspects: the marketing combination, the "one city one policy", the service marketing and the relationship marketing. According to the actual situation, this paper puts forward a kind of matrix model of product positioning and analysis, and in the fifth chapter, puts forward the safeguard measures aimed at strengthening the implementation of the marketing of major customers in the age of Nanche from the two aspects of organization system and marketing concept. According to the analysis of the paper, in order to solve the problem of the marketing of the big customers, the city rail of the times of the Southern car must change from taking the product as the center to the customer as the center, reasonably subdivide and select the big customers, and carry out the targeted marketing strategy of the big customers according to the characteristics of the industry in which they are located. And constructs the high-efficiency cooperation organization system and the cooperation win-win marketing idea.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F273.2
本文編號：2148371
[Abstract]:China's urban rail transit is undergoing an unprecedented period of development. The construction speed and scale are ranked first in the world, which is bound to promote the rapid development of the manufacturing industry of urban rail transit equipment (hereinafter referred to as "urban rail equipment"). Zhuzhou Nanche time Electric Co., Ltd. (hereinafter referred to as "Nanche era") is a listed subsidiary of China Southern Motor Company (HK.3898), and its equipment industry of urban rail (hereinafter referred to as "Nanche era City Rail") has developed rapidly in recent years. Has gradually grown into a pillar industry plate, but the industrial scale breakthrough encountered growth bottleneck, market space is faced with double squeeze risk, emerging business expansion has a congenital board. This paper hopes to improve the marketing ability and competitiveness of the urban rail system in the era of Nanning Railway by discussing the marketing problems of the major customers in the era of the Southern Rail Transit, and put forward constructive improvement strategies and safeguard measures, and provide reference for the domestic enterprises. This paper is divided into five chapters: the first chapter begins with the importance of major customer marketing to the equipment enterprises of urban rail system, expounds the background, significance and thinking of this research, and summarizes the research trends at home and abroad, the second chapter is the concept of major customer marketing. The third chapter studies the marketing environment of the city rail in the era of Nanche, and analyzes the current situation of the marketing of the major customer in the era of Nanche. It analyzes its strengths, weaknesses, opportunities and challenges, summarizes its organizational structure, marketing mix, customer segmentation, service marketing, relationship marketing and key account management. This paper probes into the model of major customer segmentation and selection suitable for the urban rail system of the South car era, and puts forward the improvement strategies of the major account marketing from four aspects: the marketing combination, the "one city one policy", the service marketing and the relationship marketing. According to the actual situation, this paper puts forward a kind of matrix model of product positioning and analysis, and in the fifth chapter, puts forward the safeguard measures aimed at strengthening the implementation of the marketing of major customers in the age of Nanche from the two aspects of organization system and marketing concept. According to the analysis of the paper, in order to solve the problem of the marketing of the big customers, the city rail of the times of the Southern car must change from taking the product as the center to the customer as the center, reasonably subdivide and select the big customers, and carry out the targeted marketing strategy of the big customers according to the characteristics of the industry in which they are located. And constructs the high-efficiency cooperation organization system and the cooperation win-win marketing idea.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F273.2
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，本文編號：2148371
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