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

【摘要】：在順應(yīng)全球經(jīng)濟一體化的大背景下,當今世界以必然的趨勢朝著全球市場一體化的方向發(fā)展。以互聯(lián)網(wǎng)、知識經(jīng)濟和創(chuàng)新科技為時代符號,以滿足消費者需求為核心的新型經(jīng)濟高速發(fā)展。在這一場巨變中,中國經(jīng)濟憑借獨特的資源優(yōu)勢,同樣也獲得了飛速的發(fā)展。制造業(yè)作為國家經(jīng)濟的支柱產(chǎn)業(yè),發(fā)揮著舉足輕重的作用,中國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,也造就了一個龐大的消費市場,工業(yè)自動化作為當今制造業(yè)的發(fā)展方向,其市場迎來前所未有的機遇,但同時也成為競爭最為激烈的工業(yè)品市場�？鐕�、行業(yè)巨頭紛紛進駐中國市場,二線廠商甚至是國內(nèi)剛起步的小廠家同樣也不示弱,力爭在這一場競爭中占據(jù)一席之地,而如何在這種激烈競爭的形勢下保持其自身的競爭優(yōu)勢,卻成為了所有企業(yè)的難題。 市場營銷作為企業(yè)發(fā)展的一項重要職能,處于一個高度競爭、瞬息萬變的商業(yè)環(huán)境中,而市場營銷策略的制定和實施顯然是保證企業(yè)市場競爭力的基本舉措。傳統(tǒng)的以產(chǎn)品和價格為中心的營銷策略正在逐漸向以客戶為中心的市場策略進行轉(zhuǎn)變,但由于企業(yè)的資源是有限的,不可能滿足所有客戶的需求,同時也不是所有的客戶都能為企業(yè)創(chuàng)造價值。20%的大客戶可能貢獻80%的企業(yè)總收益,只有對大客戶進行分析和定位,將企業(yè)的資源合理分配在大客戶上,提高大客戶的滿意度和忠誠度,才能使企業(yè)與大客戶之間保持穩(wěn)定、長期的合作關(guān)系,從而保證企業(yè)收益最大化,也是保證企業(yè)綜合競爭力的關(guān)鍵。 M公司作為一家跨國經(jīng)營的工業(yè)自動化設(shè)備供應(yīng)商,同樣面臨缺乏對大客戶市場的細分和定位,缺乏對大客戶的系統(tǒng)研究以及客戶滿意度和忠誠度下降等問題,同時由于工業(yè)自動化產(chǎn)品購買過程復(fù)雜、影響環(huán)節(jié)眾多,制定和實施大客戶營銷策略就顯得尤為必要。本文結(jié)構(gòu)上沿著提出問題、分析問題和解決問題的邏輯思路并結(jié)合M公司所處的內(nèi)、外部環(huán)境進行分析,對M公司的大客戶進行分類和定位,并就M公司的現(xiàn)狀提出相應(yīng)的營銷策略和實施保障措施。論文主要采用理論結(jié)合實際、定性和定量的分析方法,在M公司現(xiàn)狀分析和大客戶定位上采用五力模型和識別矩陣等模型進行客觀評估,確保研究方法的可操作性。論文力求能提升M公司現(xiàn)存的大客戶營銷管理水平,同時也期待能為行業(yè)內(nèi)的類似企業(yè)在中國市場的大客戶業(yè)務(wù)經(jīng)營提供一定的參考。
[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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.4

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本文編號：1804406