工程机械企业大客户服务营销策略研究

发布时间：2018-03-30 02:29

本文选题：工程机械行业　切入点：服务价值链　出处：《湘潭大学》2014年硕士论文

【摘要】：随着经济全球化的不断发展，传统的工程机械企业在其大客户的销售方面也面临更多的竞争对手和市场挑战。首先，工程机械制造的生产技术的提升使新进入者更加容易进入该行业，增加了企业的竞争对手，产品的竞争也逐步趋于同质化。其次，随着管理技术的不断进步，工程机械企业采用先进的管理技术对大客户进行有效管理，特别是在供应链中处于主导地位的企业，通过采用最新的供应链管理技术管理大客户，，大大减少了供应链成本，增加企业利润。在当前情况下，工程机械企业不仅要提供优质的产品，更要为大客户提供优质的服务，为大客户创造更多的价值，从而提升大客户的忠诚度，增强自身与大客户的议价能力，这是工程机械企业一个重要的营销策略。自20世纪60年代开始，服务营销作为营销学的重要分支取得了迅速的发展。工程机械企业通过为大客户提供满意的客户服务，并能结合工程机械企业自身的发展特点，有针对、有选择的将服务营销理论应用于企业的营销策略中，将有利于企业形成有效的大客户服务营销体系，从而更大程度的提升盈利水平及企业的竞争力。本文以服务营销理论与大客户管理理论为基础，对工程机械企业大客户服务营销的宏观环境与微观环境进行了较详细的分析，结合工程机械企业大客户服务营销的现状与存在的问题，以前人的理论和实践为基础，提出以服务营销理论为基础的工程机械企业大客户服务营销策略的对策建议。希望通过该研究为工程机械企业的大客户服务营销管理提供一些帮助。
[Abstract]:With the development of economic globalization, traditional construction machinery enterprises also face more competitors and market challenges in the sales of their major customers. First of all, The improvement of the manufacturing technology of construction machinery makes it easier for new entrants to enter the industry, increases the competitors of enterprises, and gradually tends to homogenize the competition of products. Secondly, with the development of management technology, The construction machinery enterprise adopts the advanced management technology to carry on the effective management to the big customer, especially in the supply chain in the leading position enterprise, by adopting the newest supply chain management technology to manage the big customer, has reduced the supply chain cost greatly. Under the current circumstances, construction machinery enterprises should not only provide high-quality products, but also provide quality services for large customers, create more value for big customers, and thus enhance the loyalty of major customers. It is an important marketing strategy for construction machinery enterprises to enhance their bargaining power with large customers. Since the 1960s, service marketing as an important branch of marketing has made rapid development. Construction machinery enterprises provide satisfactory customer service for large customers, and can combine the development characteristics of construction machinery enterprises. Applying the service marketing theory to the marketing strategy of the enterprise will benefit the enterprise to form an effective service marketing system for the customer, thus to a greater extent improve the profit level and the competitiveness of the enterprise. Based on the theory of service marketing and the theory of large account management, this paper makes a detailed analysis of the macro and micro environment of large customer service marketing in construction machinery enterprises. Combined with the current situation and existing problems of large customer service marketing in construction machinery enterprises, the theory and practice of previous people are the basis. Based on the theory of service marketing, this paper puts forward some countermeasures and suggestions on the strategy of large customer service marketing in construction machinery enterprises, and hopes to provide some help for the management of major customer service marketing in construction machinery enterprises through this research.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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