中远集运大客户营销体系构建和实施保障

发布时间：2018-01-19 14:08

本文关键词： 中远集运大客户营销大客户营销体系　出处：《大连海事大学》2013年硕士论文　论文类型：学位论文

【摘要】：“中远”是全球集装箱运输业最负盛名的品牌之一,依托“中远”这一强大品牌,中远集运日益成长为全球领先的综合集装箱航运服务提供商之一。中远集运服务网络遍布全球80多个国家,服务网点多达400余处以上,所经营的远、近洋全货柜定期航线涵盖全球五大区块。中远集运目前已经构建了初步的大客户营销体系。在大客户标准的确定上,中远集运按照国际惯例和企业客户的规模状况,对客户的层次、类型、档次进行了划分；在此基础上,对大客户的标准进行了初步的界定；为了进一步适应航运市场的需求,在对中远集运细分标准进行初步界定的基础上,中远集运于2006年5月成立了中远集运大客户部,工作目标是以精细化管理、以一体化服务赢得更多的中远集运大客户。为了提升中远集运大客户服务水平,中远集运初步构建了基于客户关系管理的客户档案信息系统。尽管中远集运的大客户营销已经取得了一定的成就,但中远集运在大客户营销中仍然存在很多问题,主要表现在：第一,大客户识别方法单一,缺乏对大客户的差异化分析和清晰定位；第二,大客户营销推广策略单一,缺乏有效的整合机制；第三,大客户部整体效能未能充分发挥；第四,整体服务水平偏低,有待提升；第五,大客户信息管理薄弱,有待进一步提高。鉴于全球航运行业未来发展的集中化、集团化发展的特点,中远集运大客户营销与客户关系管理要在未来取得较大的发展,就必须建立起中远集运大客户营销与客户关系管理对资本、技术、人才以及资源整合上的能力,适应全球航运行业集中化、集团化发展的特点,走企业集团化的发展战略。在此战略框架下,从大客户端识别与细分、大客户的开发、管理、保持、大客户的组织体系构建、大客户体系实施的技术支撑和人力资源支持等层面,构建系统科学的大客户营销体系。
[Abstract]:Cosco is one of the most famous brands in the world container transportation industry, relying on the "Cosco" this strong brand. Cosco has increasingly grown into one of the world's leading integrated container shipping service providers. Cosco has a network of more than 400 service outlets in more than 80 countries. Near-ocean all-container scheduled routes cover five major blocks of the world. Cosco has now built up a preliminary major account marketing system. In the determination of key customer standards. According to the international practice and the scale of enterprise customers, Cosco has divided the levels, types and grades of customers. On this basis, the standard of major customers is preliminarily defined; In order to further meet the needs of the shipping market, on the basis of the preliminary definition of COSCO's subdivision standard, Cosco set up COSCO's major customer department in May 2006. The work goal is to fine management, to win more COSCO major customers with integrated services. In order to improve the COSCO major customer service level. Cosco has initially constructed a customer file information system based on customer relationship management. Although COSCO's major customer marketing has made some achievements, there are still many problems in COSCO's major customer marketing, mainly as follows: first, the identification method of large customers is single. Lack of differentiation analysis and clear positioning of major customers; Second, the marketing promotion strategy of big customers is single and lacks effective integration mechanism; Third, the overall efficiency of the major account department is not fully developed; 4th, the overall service level is low, need to be improved; 5th, the key customer information management is weak, need to be further improved. In view of the future development of the global shipping industry centralized, the characteristics of the development of collectivization. In order to achieve great development in the future, COSCO's major customer marketing and customer relationship management must build up the ability to integrate capital, technology, talent and resources between COSCO's major customer marketing and customer relationship management. Adapt to the characteristics of global shipping industry centralization and collectivization development, take the development strategy of enterprise collectivization. Under this strategic framework, identify and subdivide the big clients, develop, manage and maintain the big customers. In the aspects of organization system construction, technical support and human resource support, a scientific and systematic marketing system is constructed.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F551.6

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