發(fā)布時間：2017-05-17 06:07

  本文關(guān)鍵詞：中海殼牌聚丙烯業(yè)務(wù)客戶關(guān)系管理研究，，由筆耕文化傳播整理發(fā)布。

【摘要】：本文通過聚焦中海殼牌聚丙烯業(yè)務(wù)中客戶關(guān)系管理呈現(xiàn)的問題,對企業(yè)進(jìn)行深入調(diào)查研究和系統(tǒng)分析,從企業(yè)追求的可持續(xù)性發(fā)展戰(zhàn)略和經(jīng)濟(jì)效益最大化目標(biāo)對現(xiàn)有客戶進(jìn)行等級分類,并采取“大客戶營銷獲量,中小客戶營銷獲利”的宗旨,制定出一套可操作性強(qiáng)的客戶服務(wù)分類管理方案及實施辦法,使之形成一套有中海殼牌特色的客戶關(guān)系管理組合方案,實現(xiàn)該業(yè)務(wù)的發(fā)展與企業(yè)戰(zhàn)略一致,保效益促增長的目的。并希望通過案例中客戶關(guān)系管理的分析和實施過程能對國內(nèi)企業(yè)有所借鑒。本文的創(chuàng)新點在于提出了大客戶管理在關(guān)系營銷管理,尤其在工業(yè)品營銷管理中的重要作用,并提出了在實際大客戶管理工作中有效的合作模式,例如簽訂長期合約,公式定價,達(dá)標(biāo)返利等。最后,本文還提出企業(yè)可采用互聯(lián)網(wǎng)個性化CRM系統(tǒng)軟件及參加行業(yè)展覽會形式推廣企業(yè)品牌及文化,開拓客戶群體,令客戶關(guān)系管理更加高效。
【關(guān)鍵詞】：客戶關(guān)系管理 工業(yè)品營銷 可持續(xù)性發(fā)展 大客戶管理 客戶等級劃分
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.7
【目錄】：

• ACKNOWLEDGEMENTS4-5
• Abstract5-6
• 摘要6-7
• List of Abbreciations7-18
• Chapter Ⅰ Introduction18-23
• 1.1 Background18-19
• 1.2 Purposes and Meaning19-20
• 1.3 Research Method and Procedure20-22
• 1.4 Chapter Summary22-23
• Chapter Ⅱ Literature Review23-33
• 2.1 Marketing and Marketing Management23-24
• 2.2 Industrial Marketing24-26
• 2.2.1 Characteristics of Industrial Marketing24
• 2.2.2 Major Method of Industrial Marketing24-25
• 2.2.3 The Trend of Industrial Marketing25-26
• 2.3 Customer Relationship Management26-31
• 2.3.1 Customer Relationship Management26-27
• 2.3.2 Relationship Marketing and Key Account Marketing Management .. 102.4 Analysis Tools27-31
• 2.4 Main Analysis Method and Tools31-32
• 2.4.1 PEST Analytical Model31-32
• 2.5 Chapter Summary32-33
• Chapter Ⅲ Case Analysis33-49
• 3.1 Macro environment of CSPC’s PP industry33-37
• 3.1.1 Polypropylene Supply and Demand33-34
• 3.1.2 The Use of Polypropylene34-35
• 3.1.3 Polypropylene Plant in China35-36
• 3.1.4 Polypropylene Market Situation and Contradictions36-37
• 3.2 Background Introduction of CSPC37-40
• 3.2.1 Company Profile37-39
• 3.2.2 Production plant39-40
• 3.3 CSPC’s PP Business Model and its Current Status40-45
• 3.3.1 Summary of Polypropylene Capacity 201440-41
• 3.3.2 Polypropylene Business Status41-44
• 3.3.3 CSPC polypropylene Plant Technology44
• 3.3.4 Distribution of the CSPC Polypropylene Customers44-45
• 3.4 Facing Problems and Challenges of CSPC’s PP business45-48
• 3.4.1 Marketing Strategy Mismatch Industry Demand45
• 3.4.2 Large Customers and Other Customers Manage Blur45-47
• 3.4.3 Lack of Effective Communication Method in Customer Relationship47-48
• 3.5 Chapter Summary48-49
• Chapter Ⅳ Case Analysis49-63
• 4.1 Analysis of Macro Competing Environment49-57
• 4.1.1 Political factor49-50
• 4.1.2 Economic factor50-52
• 4.1.3 Social factor52-53
• 4.1.4 Technology factor53-57
• 4.1.5 Summary: Lack of knowledge in macro competing environment57
• 4.2 Customer Relationship Analysis of CSPC’s PP Business57-58
• 4.3 Customer Satisfactory Survey58-62
• 4.3.1 Customer Satisfactory Survey Question Design 201459
• 4.3.2 Customer Satisfactory Survey Feedback59-62
• 4.4 Chapter Summary62-63
• Chapter Ⅴ Customer Relationship Management Recommended Proposal of CSPC’S PP Business63-77
• 5.1 CRM Proposal of CSPC’s PP Business63-69
• 5.1.1 Rating of customers64-66
• 5.1.2 Differentia services66-69
• 5.2 Staff Arrangement of CSPC’s CRM Team69-72
• 5.2.1 Set up key account service team69-70
• 5.2.2 Dynamic management of customer relationship70-72
• 5.3 Innovation in Key Account Sales Cooperation of CSPC72-74
• 5.3.1 Long-term contract and formulation-pricing cooperation72-73
• 5.3.2 Incentive on reaching goal73-74
• 5.4 Establish Effective Customer Relationship Management74-76
• 5.4.1 Application of CSPC’s Internet CRM software74-75
• 5.4.2 Industrial exhibition and customer relationship marketing75-76
• 5.5 Chapter Summary76-77
• Chapter Ⅵ Summary77-80
• 6.1 Main Findings in This Research77-78
• 6.2 Meaning of This Research78-80
• REFERENCE80-82
• APPENDIX82-85

【參考文獻(xiàn)】

中國期刊全文數(shù)據(jù)庫 前1條

1 張清林;陳航;;國內(nèi)聚丙烯市場現(xiàn)狀及其發(fā)展方向[J];塑料工業(yè);2011年10期

  本文關(guān)鍵詞：中海殼牌聚丙烯業(yè)務(wù)客戶關(guān)系管理研究，由筆耕文化傳播整理發(fā)布。

本文編號：372660