中联重科混凝土机械公司海外事业部大客户管理模式研究
发布时间：2018-07-21 16:41
【摘要】：“二八定律”在市场营销实践中启示企业,企业80%的销售收入与利润来自于20%的关键客户。如何抓住这20%的关键客户,将企业有限的人力、物力和财力投入到关键客户服务中,将企业内部资源与外部资源有机结合,大客户管理为企业提供了理论依据。大客户管理从工业品市场营销发展而来,工程机械作为资本货物,属于典型的工业品。中联重科作为全世界最大的混凝土机械制造企业之一,其生产制造基地分布于全球各地。2009年1月,中联重科组建了混凝土机械公司海外事业部,负责集团混凝土机械海外销售。经过4年多的发展,随着事业部销售收入的逐步增长与大客户群体的不断扩大,对事业部的大客户进行系统管理成了进一步提高事业部竞争力、保障事业部可持续发展的必要举措。 本文以中联重科混凝土机械公司海外事业部大客户管理为研究对象,首先对事业部的发展现状进行了概述,在相关营销环境分析的基础上,运用SWOT分析工具,深入分析了海外事业部自身优、劣势,提出了大客户战略对海外事业部营销工作的重要意义与管理目标。其次,在对国内同行业标杆企业的大客户管理实务分析基础上,结合事业部所处的发展阶段与大客户管理目标,以关系营销理论、客户关系管理理论和大客户管理理论为理论指导,从大客户界定、大客户管理组织体系设计、大客户需求管理流程设计与服务体系设计等方面,提出了下一步海外事业部大客户管理改进模式设计。最后,围绕大客户管理的核心,补充阐述了该大客户管理模式实施保障措施,并对该战略实施效果预期进行了展望。 大客户管理改进模式设计的研究为海外事业部可持续发展、管理创新和营销渠道深入扩展提供了解决方案,同时,本文结合实地工作经验对行业优秀公司大客户管理模式进行了介绍与分析,寻找可以借鉴的经验,为工业品企业,尤其是工程机械企业进行科学有效的大客户管理提供了参考,有利于增强国内企业的竞争能力,参与到国际竞争中,具有一定的现实意义。
[Abstract]:The "law of two and eight" enlightens enterprises in marketing practice. 80% of sales revenue and profit come from 20% of key customers. How to grasp the 20% key customers, invest the limited manpower, material resources and financial resources into the key customer service, combine the internal resources with external resources organically, and provide the theoretical basis for the enterprises. As capital goods, construction machinery is a typical industrial product. As one of the largest concrete machinery manufacturing enterprises in the world, Zoomlion has its manufacturing base distributed all over the world. In January 2009, it set up the overseas Division of concrete Machinery Company, which is responsible for the overseas sales of concrete machinery. After more than four years of development, with the gradual growth of sales revenue and the continuous expansion of the group of major customers, the systematic management of major accounts of the division has become a further improvement of the competitiveness of the division. The necessary measures to ensure the sustainable development of the business department. In this paper, the major account management of the overseas division of Zhonglian heavy concrete Machinery Company is taken as the research object. Firstly, the development status of the division is summarized. On the basis of the analysis of the relevant marketing environment, the SWOT analysis tool is used. This paper deeply analyzes the advantages and disadvantages of overseas business and puts forward the important significance and management goal of the key customer strategy to the marketing work of overseas business. Secondly, on the basis of the analysis of the practice of major account management in domestic benchmarking enterprises of the same industry, combined with the development stage of the business department and the management objectives of the major accounts, the relationship marketing theory is used. The theory of customer relationship management (CRM) and the theory of key customer management (CRM) are used as the theoretical guidance, including the definition of large customer, the design of organization system of customer management, the design of process and service system of customer demand management, and so on. Proposed the next step overseas business department big account management improvement pattern design. Finally, around the core of the key account management, the implementation of the key account management model security measures are elaborated, and the implementation of the strategy is expected to be expected. The research on the design of key account management improvement mode provides a solution for the sustainable development, management innovation and marketing channel expansion of overseas business department, at the same time, This paper introduces and analyzes the key account management mode of excellent companies in the field, and looks for the experience that can be used for reference, which provides a reference for industrial enterprises, especially construction machinery enterprises, to carry out scientific and effective key account management. It is of practical significance to strengthen the competitiveness of domestic enterprises and participate in international competition.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274
本文编号：2136148
[Abstract]:The "law of two and eight" enlightens enterprises in marketing practice. 80% of sales revenue and profit come from 20% of key customers. How to grasp the 20% key customers, invest the limited manpower, material resources and financial resources into the key customer service, combine the internal resources with external resources organically, and provide the theoretical basis for the enterprises. As capital goods, construction machinery is a typical industrial product. As one of the largest concrete machinery manufacturing enterprises in the world, Zoomlion has its manufacturing base distributed all over the world. In January 2009, it set up the overseas Division of concrete Machinery Company, which is responsible for the overseas sales of concrete machinery. After more than four years of development, with the gradual growth of sales revenue and the continuous expansion of the group of major customers, the systematic management of major accounts of the division has become a further improvement of the competitiveness of the division. The necessary measures to ensure the sustainable development of the business department. In this paper, the major account management of the overseas division of Zhonglian heavy concrete Machinery Company is taken as the research object. Firstly, the development status of the division is summarized. On the basis of the analysis of the relevant marketing environment, the SWOT analysis tool is used. This paper deeply analyzes the advantages and disadvantages of overseas business and puts forward the important significance and management goal of the key customer strategy to the marketing work of overseas business. Secondly, on the basis of the analysis of the practice of major account management in domestic benchmarking enterprises of the same industry, combined with the development stage of the business department and the management objectives of the major accounts, the relationship marketing theory is used. The theory of customer relationship management (CRM) and the theory of key customer management (CRM) are used as the theoretical guidance, including the definition of large customer, the design of organization system of customer management, the design of process and service system of customer demand management, and so on. Proposed the next step overseas business department big account management improvement pattern design. Finally, around the core of the key account management, the implementation of the key account management model security measures are elaborated, and the implementation of the strategy is expected to be expected. The research on the design of key account management improvement mode provides a solution for the sustainable development, management innovation and marketing channel expansion of overseas business department, at the same time, This paper introduces and analyzes the key account management mode of excellent companies in the field, and looks for the experience that can be used for reference, which provides a reference for industrial enterprises, especially construction machinery enterprises, to carry out scientific and effective key account management. It is of practical significance to strengthen the competitiveness of domestic enterprises and participate in international competition.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274
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