A公司营销管理方法研究

发布时间：2018-07-17 00:40

【摘要】：随着经济的发展和市场竞争的加剧，营销管理越来越受到企业管理层的重视。本论文以A公司的营销工作为案例，，在已有的营销管理理论的基础上，结合A公司的实际情况，对其具体的营销管理方法进行了研究。在坚持目标管理和系统管理方法思想，以顾客为中心的营销管理理念基础上，重点针对A公司的营销流程管理、营销人员管理，营销绩效考核以及营销成本管理进行了论述。在营销管理流程设计方面，A公司的营销程序共包括八个部分：品牌推广及宣传、投标策划与授权、合同评审及合同签订、商务管理、技术支持、顾客满意度测量、顾客投诉处理、相关经营数据统计分析。论文对投标过程控制程序、销售合同评审及管理程序、顾客满意度测量、顾客投诉处理四个关键环节进行了讨论，并制定了详细的操作流程，以确保过程的规范性。由于A公司拥有大规模的销售队伍，这既是公司有创造力的资产，也是营销管理的一大重点。A公司针对销售队伍的管理主要包括对销售队伍的设计、对代理商的控制，以及对销售人员的培训三个方面。其中，对销售人员的培训除了最基本的财务、法务、程序文件、营销商务四个方面之外，特别强调了信息管理方法。同时，A公司将“二八原则”融入到营销绩效考核体系的设计之中，充分体现出结果导向的管理理念。对于A公司这类大型企业而言，营销管理中的成本管理是需要特别强调的部分。论文对于A公司营销成本的管理，主要分为营销费用控制和营销成本核算两个方面。营销费用控制主要包括“五项费用”、销售人员差旅费、礼品接待费的控制。营销成本核算主要营销费用的核算方法，以及费用的支付流程。随着我国电网行业的改革不断深入，行业内企业需要积极提升市场竞争力，强化营销管理是提升企业竞争力的重要途径。对于A公司而言，积极探索营销管理制度方法策略是具有实践意义的课题。
[Abstract]:With the development of economy and the aggravation of market competition, marketing management is paid more and more attention by enterprise management. This paper takes the marketing work of company A as an example, on the basis of the existing marketing management theory, combined with the actual situation of company A, the specific marketing management methods are studied. Based on the idea of objective management and system management and the idea of customer-centered marketing management, this paper discusses the marketing process management, marketing personnel management, marketing performance appraisal and marketing cost management of company A. In marketing management process design, the company's marketing process includes eight parts: brand promotion and publicity, bidding planning and authorization, contract review and contract signing, business management, technical support, customer satisfaction measurement, Customer complaint processing, related business data statistical analysis. This paper discusses four key links of bidding process control procedure, sales contract review and management procedure, customer satisfaction measurement, customer complaint processing, and formulates detailed operation flow to ensure the standardization of the process. Since Company A has a large sales force, this is not only a creative asset of the company, but also a major focus of marketing management. The management of Company A for the sales force mainly includes the design of the sales force and the control of the agents. And the training of sales personnel in three areas. In addition to the most basic aspects of finance, legal affairs, procedure documents and marketing business, the training of sales personnel emphasizes the information management method. At the same time, the company integrates the "two or eight principles" into the design of the marketing performance appraisal system, which fully reflects the management concept of the result-oriented. For large enterprises such as company A, cost management in marketing management is a part that needs special emphasis. The management of marketing cost in company A is divided into two aspects: marketing cost control and marketing cost accounting. Marketing expenses control mainly includes "five expenses", sales staff travel, gift reception control. Marketing cost accounting of the main marketing expenses, and the payment process. With the deepening reform of China's power grid industry, enterprises in the industry need to actively promote market competitiveness, and strengthening marketing management is an important way to enhance the competitiveness of enterprises. For company A, actively exploring the marketing management system strategy is a practical topic.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.61

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