本文選題：M公司 + 中國(guó)市場(chǎng)��； 參考：《蘭州大學(xué)》2013年碩士論文

【摘要】：在順應(yīng)全球經(jīng)濟(jì)一體化的大背景下,當(dāng)今世界以必然的趨勢(shì)朝著全球市場(chǎng)一體化的方向發(fā)展。以互聯(lián)網(wǎng)、知識(shí)經(jīng)濟(jì)和創(chuàng)新科技為時(shí)代符號(hào),以滿(mǎn)足消費(fèi)者需求為核心的新型經(jīng)濟(jì)高速發(fā)展。在這一場(chǎng)巨變中,中國(guó)經(jīng)濟(jì)憑借獨(dú)特的資源優(yōu)勢(shì),同樣也獲得了飛速的發(fā)展。制造業(yè)作為國(guó)家經(jīng)濟(jì)的支柱產(chǎn)業(yè),發(fā)揮著舉足輕重的作用,中國(guó)制造的足跡遍布全球,被喻為“世界工廠”,制造業(yè)的空前發(fā)展,也造就了一個(gè)龐大的消費(fèi)市場(chǎng),工業(yè)自動(dòng)化作為當(dāng)今制造業(yè)的發(fā)展方向,其市場(chǎng)迎來(lái)前所未有的機(jī)遇,但同時(shí)也成為競(jìng)爭(zhēng)最為激烈的工業(yè)品市場(chǎng)。跨國(guó)公司、行業(yè)巨頭紛紛進(jìn)駐中國(guó)市場(chǎng),二線(xiàn)廠商甚至是國(guó)內(nèi)剛起步的小廠家同樣也不示弱,力爭(zhēng)在這一場(chǎng)競(jìng)爭(zhēng)中占據(jù)一席之地,而如何在這種激烈競(jìng)爭(zhēng)的形勢(shì)下保持其自身的競(jìng)爭(zhēng)優(yōu)勢(shì),卻成為了所有企業(yè)的難題。 市場(chǎng)營(yíng)銷(xiāo)作為企業(yè)發(fā)展的一項(xiàng)重要職能,處于一個(gè)高度競(jìng)爭(zhēng)、瞬息萬(wàn)變的商業(yè)環(huán)境中,而市場(chǎng)營(yíng)銷(xiāo)策略的制定和實(shí)施顯然是保證企業(yè)市場(chǎng)競(jìng)爭(zhēng)力的基本舉措。傳統(tǒng)的以產(chǎn)品和價(jià)格為中心的營(yíng)銷(xiāo)策略正在逐漸向以客戶(hù)為中心的市場(chǎng)策略進(jìn)行轉(zhuǎn)變,但由于企業(yè)的資源是有限的,不可能滿(mǎn)足所有客戶(hù)的需求,同時(shí)也不是所有的客戶(hù)都能為企業(yè)創(chuàng)造價(jià)值。20%的大客戶(hù)可能貢獻(xiàn)80%的企業(yè)總收益,只有對(duì)大客戶(hù)進(jìn)行分析和定位,將企業(yè)的資源合理分配在大客戶(hù)上,提高大客戶(hù)的滿(mǎn)意度和忠誠(chéng)度,才能使企業(yè)與大客戶(hù)之間保持穩(wěn)定、長(zhǎng)期的合作關(guān)系,從而保證企業(yè)收益最大化,也是保證企業(yè)綜合競(jìng)爭(zhēng)力的關(guān)鍵。 M公司作為一家跨國(guó)經(jīng)營(yíng)的工業(yè)自動(dòng)化設(shè)備供應(yīng)商,同樣面臨缺乏對(duì)大客戶(hù)市場(chǎng)的細(xì)分和定位,缺乏對(duì)大客戶(hù)的系統(tǒng)研究以及客戶(hù)滿(mǎn)意度和忠誠(chéng)度下降等問(wèn)題,同時(shí)由于工業(yè)自動(dòng)化產(chǎn)品購(gòu)買(mǎi)過(guò)程復(fù)雜、影響環(huán)節(jié)眾多,制定和實(shí)施大客戶(hù)營(yíng)銷(xiāo)策略就顯得尤為必要。本文結(jié)構(gòu)上沿著提出問(wèn)題、分析問(wèn)題和解決問(wèn)題的邏輯思路并結(jié)合M公司所處的內(nèi)、外部環(huán)境進(jìn)行分析,對(duì)M公司的大客戶(hù)進(jìn)行分類(lèi)和定位,并就M公司的現(xiàn)狀提出相應(yīng)的營(yíng)銷(xiāo)策略和實(shí)施保障措施。論文主要采用理論結(jié)合實(shí)際、定性和定量的分析方法,在M公司現(xiàn)狀分析和大客戶(hù)定位上采用五力模型和識(shí)別矩陣等模型進(jìn)行客觀評(píng)估,確保研究方法的可操作性。論文力求能提升M公司現(xiàn)存的大客戶(hù)營(yíng)銷(xiāo)管理水平,同時(shí)也期待能為行業(yè)內(nèi)的類(lèi)似企業(yè)在中國(guó)市場(chǎng)的大客戶(hù)業(yè)務(wù)經(jīng)營(yíng)提供一定的參考。
[Abstract]:Under the background of global economic integration, the world is developing towards the integration of global market. With the Internet, knowledge economy and innovation and technology as the symbol of the times, to meet the needs of consumers as the core of the new rapid economic development. In this great change, China's economy has also gained rapid development by virtue of its unique resource advantages. As the pillar industry of the national economy, manufacturing industry plays an important role. The footprint of Chinese manufacturing has spread all over the world, and it has been described as a "world factory". The unprecedented development of manufacturing industry has also created a huge consumer market. As the developing direction of manufacturing industry, industrial automation market is facing unprecedented opportunities, but it also becomes the most competitive industrial products market. Multinational corporations and industry giants have one after another entered the Chinese market. Second tier manufacturers and even small domestic startups also do not show weakness and strive to occupy a place in this competition. However, how to maintain its own competitive advantage in this fierce competition has become a difficult problem for all enterprises. As an important function of enterprise development, marketing is in a highly competitive and rapidly changing business environment, and the formulation and implementation of marketing strategy is obviously the basic measure to ensure the market competitiveness of enterprises. The traditional product and price-centered marketing strategy is gradually changing to the customer-centered marketing strategy. However, due to the limited resources of the enterprise, it is impossible to meet the needs of all customers. At the same time, not all customers can create value for the enterprise. 20% of the major customers may contribute 80% of the total income of the enterprise. Only by analyzing and locating the major customers, can the resources of the enterprises be allocated to the large customers reasonably. Only by improving the satisfaction and loyalty of the major customers can the enterprises maintain a stable and long-term cooperative relationship between the enterprises and the major customers, thus ensuring the maximization of the profits of the enterprises, and also the key to ensure the comprehensive competitiveness of the enterprises. As a multinational supplier of industrial automation equipment, M Company is also faced with the problems of lack of market segmentation and positioning for major customers, lack of systematic research on major customers, and decline of customer satisfaction and loyalty. At the same time, it is necessary to formulate and implement the marketing strategy of large customers because of the complexity of the process of purchasing industrial automation products and the numerous influencing links. Based on the logical thinking of problem raising, problem analysis and problem solving, and combining the internal and external environment of M Company, this paper classifies and locates the major customers of M Company. And puts forward the corresponding marketing strategy and the implementation safeguard measure to the M company's present situation. In order to ensure the maneuverability of the research method, this paper mainly adopts the theory combined with practice, qualitative and quantitative analysis methods, and adopts five forces model and identification matrix model to evaluate the status quo of M Company and the positioning of large customers. This paper tries to improve M company's existing key account marketing management level, and also looks forward to providing a certain reference for the similar enterprises in the industry in China's major account business operation.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F416.4

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本文編號(hào)：1804406