L公司大客户营销策略研究

发布时间：2018-02-15 07:29

本文关键词： 大客户营销 L公司战略客户市场营销　出处：《武汉纺织大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国房地产经过20多年的高速发展,房地产企业通过并购、合作、重组,已经形成了强者恒强的局面。2004年的时候,中国TOP百强房企在房地产市场占比只有14%,而到了2016年,中国TOP百强房企在房地产市场占比已经达到了44%,再过五年,这个数值可能会达到60%以上,越大的房地产企业将具竞争优势。作为房地产公司而言,去库存风险加大,土地成本高企,使得房地产企业盈利空间持续收窄,因此将建筑成本控制在最低范围,保证采购成本和建材质量,实施对建材企业的战略合作,成立材料公司减少供应链环节,逐步成为房地产公司招标采购的战略方向。在这个大环境下,越来越多的建材企业引入了大客户营销管理理念。法资企业L公司,是研发、生产、销售开关插座的生产企业,其产品在国内电工行业约占9%的市场份额。该公司原来以零售渠道销售为主导,后根据市场变化开始关注工程市场销售,并实施大客户营销策略,以适应市场的变化,达成与TOP百强房企的战略合作。本文以L公司大客户营销策略为对象进行研究,分析国内建材行业大客户营销策略的现状和发展趋势,以L公司的经营现状为背景,结合该企业目前的大客户营销策略,找出存在的实际问题并提出改进优化方案,从系统的角度出发,提出适用于该企业的大客户营销策略。希望本文能为建材行业工业品营销企业进行科学有效的大客户管理提供参考,从而增强建材行业工业品营销企业自身的竞争能力,更好的参与市场竞争。也希望通过自身努力,在多方的指导和帮助下可以将此论题加以更为深入、更具建设性的研究。
[Abstract]:After more than 20 years of rapid development, real estate enterprises have formed a strong situation through mergers and acquisitions, cooperation and reorganization. In 2004, China's top 100 TOP housing enterprises accounted for only 14% of the real estate market, but by 2016, China's top 100 TOP housing companies have already accounted for 44% of the real estate market. In five years' time, this number may reach more than 60%. The bigger the real estate enterprises will be, the more competitive advantage they will have. As a real estate company, the risk of destocking is increasing. The high land cost keeps the profit space of the real estate enterprises narrow, so the construction cost is kept in the lowest range, the purchasing cost and the quality of building materials are guaranteed, the strategic cooperation on the building materials enterprises is implemented, and the supply chain links are reduced by establishing the material companies. Gradually becoming the strategic direction of bidding and purchasing of real estate companies. Under this environment, more and more building materials enterprises have introduced the concept of major customer marketing management. Company L, a French-funded enterprise, is a manufacturer of R & D, production and sales of switches and sockets. Its products account for about 9% of the market share in the domestic electrical industry. The company originally dominated by retail channel sales, then began to focus on engineering market sales according to market changes, and implemented major account marketing strategies to adapt to the changes in the market. To achieve the strategic cooperation with the top 100 TOP housing enterprises. This paper studies the marketing strategy of L company, analyzes the current situation and development trend of the major account marketing strategy in the domestic building materials industry, and takes the management status quo of L company as the background. According to the current marketing strategy of the enterprise, the paper finds out the practical problems and puts forward the improvement and optimization scheme, from the point of view of the system, It is hoped that this paper can provide a reference for the industrial products marketing enterprises in building materials industry to carry out scientific and effective major account management, thereby enhancing the competitive power of the industrial products marketing enterprises in the building materials industry. Better participation in market competition. Also hope through their own efforts, under the guidance and help of many parties can be more in-depth, more constructive research.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.92

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