發(fā)布時間：2018-02-12 09:08

  本文關(guān)鍵詞： 大客戶管理 價值協(xié)作 博格華納　出處：《上海外國語大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：中國汽車行業(yè)自1990年以來經(jīng)歷了高速的發(fā)展，一直備受全球汽車行業(yè)關(guān)注。2010年，中國成為了全世界最大的汽車生產(chǎn)國和銷售國。中國市場的快速發(fā)展驅(qū)動了汽車制造商在中國市場的布局步伐，零部件制造商也在加速戰(zhàn)略布局，在激烈的競爭過程中尋求競爭優(yōu)勢。 中國汽車市場的快速發(fā)展和市場競爭的日益激烈使汽車制造商面臨著不斷降低成本、提高品質(zhì)和增加產(chǎn)品差異性的壓力，需要打造自身獨特的供應(yīng)鏈價值鏈，增強自身綜合競爭力，為消費者提供高價值含量的產(chǎn)品，來維護并擴大市場份額。這種壓力使零部件供應(yīng)企業(yè)也產(chǎn)生了激烈的競爭。國內(nèi)汽車制造商數(shù)量有限，客戶已經(jīng)成為一種稀缺資源，而大客戶更是具有重要戰(zhàn)略意義的客戶群體，一般在零部件企業(yè)的銷售額中占有很大比例，對零部件企業(yè)有著至關(guān)重要的價值意義。據(jù)統(tǒng)計，約80%的銷售額往往是由大客戶群體產(chǎn)生的。另外，目前已經(jīng)有部分零部件企業(yè)在采用大客戶管理模式。在這樣的形勢下，其他零部件企業(yè)如何與大客戶保持密切戰(zhàn)略合作，共同為終端消費者創(chuàng)造價值，幫助大客戶在整個價值鏈的競爭當(dāng)中享有優(yōu)勢，就成為博格華納面臨的重要戰(zhàn)略問題。博格華納必須對大客戶實施大客戶營銷，并且以價值協(xié)作作為指導(dǎo)思想。 本文在對中國汽車行業(yè)整車和零部件發(fā)展現(xiàn)狀分析的基礎(chǔ)上，分析了博格華納大客戶的重要性和需求特征，通過采用結(jié)合大客戶管理理論和價值鏈理論，來分析以價值協(xié)作為指導(dǎo)思想的大客戶管理，然后通過SWOT分析等方法對外資零部件企業(yè)博格華納公司的營銷戰(zhàn)略進行了分析研究，研究論證了博格華納采用基于價值協(xié)作的大客戶營銷戰(zhàn)略是必要、可行的，并且會很有效。然后，通過對博格華納目前大客戶服務(wù)存在的問題進行深入分析，并列舉了大客戶服務(wù)案例進行分析研究，提出了博格華納實施基于價值協(xié)作的大客戶營銷戰(zhàn)略建議參考，博格華納采用大客戶管理營銷戰(zhàn)略并以價值協(xié)作為指導(dǎo)思想，，從價值協(xié)作的角度出發(fā)，同大客戶一起為終端消費者的創(chuàng)造價值，幫助大客戶增強其供應(yīng)鏈價值鏈競爭力，贏得整個價值鏈的競爭，成為大客戶的密切戰(zhàn)略合作伙伴。本文不僅對像博格華納這樣的外資零部件公司在中國市場實施大客戶營銷戰(zhàn)略有一定的借鑒意義，而且對國內(nèi)本土零部件企業(yè)實施營銷戰(zhàn)略具有重要參考價值。
[Abstract]:China's auto industry has experienced rapid development since 1990, and has been the focus of the global auto industry. 2010, China has become the world's largest auto producer and sales country. The rapid development of the Chinese market has driven the pace of auto manufacturers' layout in the Chinese market, and component manufacturers are also speeding up the strategic layout. In the fierce competition process seeks the competitive advantage. With the rapid development of China's automobile market and the increasingly fierce competition in the market, automobile manufacturers are faced with the pressure of continuously reducing costs, improving quality and increasing product differences, so it is necessary to create their own unique supply chain value chain. Increasing their overall competitiveness and providing consumers with high-value products to maintain and expand market share. This pressure has created fierce competition among parts suppliers. The number of domestic automakers is limited. The customer has become a kind of scarce resources, and the big customer is a group of customers with important strategic significance. Generally, it occupies a large proportion of the sales of the parts and components enterprises, and has a vital value significance to the parts enterprises. According to statistics, About 80% of the sales are often generated by large customer groups. In addition, there are already some parts companies adopting the key customer management model. In such a situation, how do other parts companies maintain close strategic cooperation with major customers? Joint efforts to create value for end consumers and to help big customers gain an advantage in the competition of the entire value chain have become an important strategic issue facing Borg Warner. And value collaboration as the guiding ideology. Based on the analysis of the status quo of automobile and parts development in China's automobile industry, this paper analyzes the importance and demand characteristics of big customers in Borg Warner, and combines the theory of key account management with the theory of value chain. To analyze the key account management guided by value collaboration, and then analyze and study the marketing strategy of Borg Warner Company, a foreign-funded spare parts company, by means of SWOT analysis and other methods. The research demonstrates that it is necessary, feasible and effective for Borg Warner to adopt a key account marketing strategy based on value collaboration. It also enumerates the case of key customer service and puts forward the suggestion of Borg Warner to implement the marketing strategy based on value collaboration. Borg Warner adopts the marketing strategy of key account management and takes value collaboration as the guiding ideology. From the point of view of value collaboration, we can create value for the end consumer together with the big customer, help the big customer to strengthen the competitiveness of their supply chain value chain and win the competition of the whole value chain. This paper is not only useful for foreign component companies such as Borg Warner to implement major account marketing strategy in the Chinese market. Moreover, it has important reference value for domestic local parts enterprises to implement marketing strategy.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.471

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本文編號：1505275