BMT公司的大客户营销策略研究

发布时间：2018-05-23 18:48

本文选题：大客户 + 营销策略　；参考：《东华大学》2017年硕士论文

【摘要】：处在经济贸易全球化的国际环境下,船舶航运业的兴衰与贸易密切相关。船舶行业是个劳动密集型行业,随着技术的发展,中国比欧美和日、韩更具有优势,同时中国政府对这个传统行业在订单和退税方面一系列的支持,使得大部分订单都集中在中国。中国的船舶制造业在2004年到2010年处于行业的鼎盛期。BMT公司03年在上海注册成立,主要销售船舶性能监测系统,正好抓住了这波行情。国内很多民间投资者看到船舶行业的红火,纷纷投入船舶制造业,导致船舶制造业厂能迅速扩大,现有的订单无法满足扩大的厂能。有些船舶企业为了接单恶意降价,造成了船舶制造业的利润微薄,这时候,船舶制造企业就来压榨他的供应商,导致供应商利润微薄。本论文在查阅大量文献和公司内部资料的基础上,运用五力模型对BMT公司进行了现状的分析,并结合案例指出了BMT公司大客户营销存在的问题。本文根据公司历史数据和大客户未来潜力区分出大客户,并对大客户进行价值评估。并通过大客户专家访谈,了解大客户对BMT公司的满意度,了解大客户的诉求,为BMT公司制定大客户营销策略做好准备工作。本文的大客户营销策略主要通过4P营销组合策略和大客户关系管理策略来展开。通过价格策略、产品策略、促销策略、渠道策略为BMT公司制定大客户营销策略。通过建立牢固的关系网、提高客户关系级别、参观BMT工厂、保证优先供货、与大客户发展战略一致来管理大客户关系。通过营销组织体系和结构的优化、建立大客户管理信息系统、人力资源等方面来为BMT公司大客户营销策略的实施提供保障。本文的大客户营销策略研究可以为船舶行业其他设备供应商对大客户的研究提供借鉴作用。
[Abstract]:In the international environment of economic and trade globalization, the rise and fall of shipping industry is closely related to trade. The shipping industry is a labor-intensive industry. With the development of technology, China has more advantages than Europe, America, Japan, and South Korea. At the same time, the Chinese government has given this traditional industry a series of support in terms of orders and tax rebates. That makes most orders concentrated in China. China's shipbuilding industry was at the height of the industry between 2004 and 2010. BMT was incorporated in Shanghai in 2003, mainly selling ship performance monitoring systems, just to catch on with the market. Many private investors in China saw the boom of the ship industry and put it into the shipbuilding industry, which led to the rapid expansion of the shipbuilding industry, and the existing orders could not meet the expansion of the factory energy. Some shipbuilding enterprises in order to accept the malicious price of the price, resulting in a small profit of the shipbuilding industry, at this time, shipbuilding enterprises to squeeze his suppliers, resulting in small profits of suppliers. On the basis of consulting a large number of documents and internal materials, this paper analyzes the current situation of BMT Company by using the five-force model, and points out the problems existing in the marketing of large customers of BMT Company. According to the company's historical data and future potential, this paper distinguishes big customers and evaluates their value. And through the interview of the major customer experts, we can understand the satisfaction of the big customer to BMT company, understand the demand of the big customer, and prepare for the BMT company to make the marketing strategy of the big account. In this paper, the major account marketing strategy mainly through the 4 P marketing mix strategy and key customer relationship management strategy to carry out. Through price strategy, product strategy, promotion strategy, channel strategy for BMT to develop major customer marketing strategy. Manage key customer relationships by building strong relationships, raising customer relationship levels, visiting BMT plants, ensuring priority supply and aligned with key customer development strategies. Through the optimization of marketing organization system and structure, the establishment of key account management information system, human resources and other aspects to provide a guarantee for the implementation of BMT company's key customer marketing strategy. The research on the marketing strategy of large customers in this paper can provide reference for other equipment suppliers in shipbuilding industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.474

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