中石油阿勒泰销售公司客户分类管理研究

发布时间：2018-02-09 13:33

本文关键词： 客户分类五星客户客户关系加油站销售　出处：《西南石油大学》2014年硕士论文　论文类型：学位论文

【摘要】：面对国内经济增速放缓、资源供应总体宽松、油价频繁调整、市场竞争加剧等错综复杂的形势。壳牌、bp、Total等国外石油公司均已制订在华加油站发展计划,并正在加快实施。国内以中石化、中海油、中化为代表的同行也在不遗余力地加快抢占零售市场,一些大加油站、许多民营加油站也在积极寻找国外石油公司作为合作伙伴,加入到成品油零售领域。而在新疆阿勒泰地区成品油零售市场还是一个相对稳定的竞争环境中,所以,目前中石油阿勒泰销售公司如何在本区域里维护好客户,提高市场的占有率、提升客户的满意度及忠诚度,就是当前公司最为重要的一个环节,毕竟客户是有限的。本文首先对中石油阿勒泰销售公司进行了简单介绍,分析了客户分类的管理现状；通过分析发现了在客户分类管理中存在的问题；然后针对发现的问题从理论方法和实际应用的角度,对客户信息完善、客户分类的方法提出了改进方法。并且,尝试利用五星客户分类管理模式进行管理,五星客户主要是通过客户销售量的高低提出针对客户分类管理中实施的建议,对不同客户群体享受不同方式的优惠策略。五星客户分类模式只是适合现阶段公司客户分类的管理,随着公司客户分类管理工作的日渐完善,我们也将随之改变现有的分类方式,以此提高市场份额占有率,走良性循环的轨道。
[Abstract]:Faced with the complicated situation of slowing domestic economic growth, general loose supply of resources, frequent adjustment of oil prices, and intensified market competition, foreign oil companies such as Shell BP Total have drawn up plans for the development of gas stations in China. And is speeding up implementation. Domestic counterparts represented by Sinopec, CNOOC and Sinochem are also sparing no effort to speed up the seizure of the retail market. Some large gas stations and many private gas stations are also actively looking for foreign oil companies as partners. Join in the field of refined oil retail. But in the Xinjiang Altay region, the refined oil retail market is still in a relatively stable competitive environment. Therefore, at present, how does PetroChina Altay sales company maintain its customers in the region? Increasing market share, customer satisfaction and loyalty is the most important part of the company, after all, customers are limited. In this paper, we first introduce PetroChina Altay sales Company, analyze the current situation of customer classification management, and find out the problems in customer classification management. Then, from the point of view of theory and practical application, the improved methods of customer information perfection and customer classification are put forward, and the five-star customer classification management mode is tried to be used to manage the problems. The five-star customers mainly put forward suggestions for customer classification management through the level of customer sales. The five-star customer classification model is only suitable for the management of the company customer classification at the present stage, with the improvement of the company customer classification management, We will also change the existing classification method to increase market share and follow the track of virtuous circle.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.22

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