天祥广州公司鞋类检测业务的大客户管理策略优化研究

发布时间：2018-06-23 12:07

本文选题：第三方质量检测 + 客户忠诚度　；参考：《兰州大学》2017年硕士论文

【摘要】：21世纪初,随着全球经济一体化与市场经济的高速发展,中国鞋业迅速崛起并成为世界第一大生产国,作为第三方的质量检测机构在此期间也获得发展的机遇。目前,由于受全球经济衰退和国家出口量缩减的影响,再加上市场竞争的加剧,第三方检测业务面对着业务增速放慢的困境,而非常核心的问题是大客户管理。天祥公司是最早进入中国的第三方海外检测机构,主要为各个零售商、买家、厂商等提供第三方的检测和认证服务,其中鞋类检测是天祥的主要检测业务线之一。近年来,由于国内制鞋成本的上升,部分鞋厂开始转移到东南亚国家去。此外,其主要竞争对手如通标、必维也加大了在中国的投资,加上本地民营机构的成长,鞋类检测市场出现了不断被瓜分的局面。在新的竞争环境中,天祥的鞋类检测业务也由于大客户的流失导致公司的业绩没有达到预期的目标。论文基于大客户管理的核心问题,要达到提升客户满意度和忠诚度的目标,于是,对大客户管理策略进行了研究。采用的研究方法包括文献研究法,内容分析法,问卷调查法与统计分析法。研究内容包括了对大客户的满意度调查与忠诚度调查,诊断出天祥公司鞋类检测大客户管理中现存的主要问题,如流程和管理策略的不足。以大客户关系管理、流程优化、客户忠诚理论为指导,对公司大客户管理中的流程和管理策略进行优化,并提出管理策略的实施建议。论文最终为天祥广州公司鞋类检测的大客户管理设计出合理高效的大客户管理策略,达到提高大客户的满意度与忠诚度的目标,对天祥公司在2016年的业务发展起了保障作用。同时,论文帮助第三方质量检测行业继续进行创新,改善流程和稳定大客户业绩具有重要的创新意义。
[Abstract]:At the beginning of the 21st century, with the rapid development of global economic integration and market economy, Chinese shoe industry rose rapidly and became the largest producer in the world. At present, due to the impact of the global recession and shrinking national exports, coupled with increased competition in the market, third-party testing business is facing the dilemma of slowing business growth, and the core problem is the management of large accounts. Tianxiang Company is the first third party overseas inspection organization to enter China, mainly for each retailer, the buyer, the manufacturer and so on provides the third party inspection and the authentication service, among them the shoe class inspection is one of Tianxiang's main inspection service lines. In recent years, due to the rise in domestic shoemaking costs, some shoe factories began to move to Southeast Asian countries. In addition, its main competitors such as Tongbiao, Biwei also increased investment in China, coupled with the growth of local private institutions, footwear testing market has been constantly divided up. In the new competitive environment, Tianxiang's shoe testing business also due to the loss of major customers, the company's performance did not reach the expected goal. Based on the core problem of key account management, this paper aims to improve customer satisfaction and loyalty, so the strategy of key customer management is studied. The research methods used include literature research, content analysis, questionnaire survey and statistical analysis. The research includes the satisfaction survey and loyalty survey of the major customers, and diagnoses the main problems existing in the shoes inspection of Tianxiang company, such as the insufficiency of the process and the management strategy. Under the guidance of the theory of customer relationship management, process optimization and customer loyalty, this paper optimizes the process and management strategy of the company's key account management, and puts forward some suggestions for the implementation of the management strategy. Finally, the paper designs a reasonable and efficient key account management strategy for the shoes inspection of Tianxiang Guangzhou Company, and achieves the goal of improving the satisfaction and loyalty of the major customers, which plays an important role in the business development of Tianxiang Company in 2016. At the same time, the paper helps the third party quality testing industry to continue to innovate, to improve the process and to stabilize the performance of big customers.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F203;F426.86

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