南车时代城轨大客户营销研究

发布时间：2018-07-27 16:09

【摘要】：我国城市轨道交通正经历一个前所未有的发展期,建设速度与规模均位列世界第一,势必推动城市轨道交通装备(以下简称“城轨装备”)制造业的快速发展。株洲南车时代电气股份有限公司(以下简称“南车时代”)是中国南车旗下的上市子公司(香港联交所,HK.3898),其城轨装备产业(以下简称“南车时代城轨”)近几年发展很快,已逐步成长为支柱产业板块,但产业规模突破遭遇增长瓶颈,市场空间面临双重挤压风险,新兴业务拓展存在先天短板。本文希望通过探讨南车时代城轨的大客户营销问题,提出建设性的改进策略和保障措施,以期提高南车时代城轨的营销能力和竞争力,并为国内同行企业提供借鉴。本文共分为五章：第一章从大客户营销对城轨装备企业的重要性入手,阐述了本文研究的背景、意义和思路,并对国内外研究动态进行了综述；第二章对大客户营销的概念、大客户关系拓展、大客户的识别、价值评估和定位以及关系营销等相关理论进行了综述；第三章研究了南车时代城轨的营销环境,分析了南车时代城轨的大客户营销现状,剖析了其优势、劣势、机遇和挑战,总结了其在组织机构、营销组合、客户细分、服务营销、关系营销以及大客户管理等方面存在的主要问题；第四章是本文的重点,探讨了适合南车时代城轨的大客户细分与选择模型,从营销组合、“一城一策”、服务营销以及关系营销等四个方面提出了大客户营销改进策略,并结合实际情况提出了一种产品定位分析矩阵模型；第五章从组织体系和营销理念两方面提出了旨在加强南车时代城轨大客户营销实施的保障措施。根据论文分析,要解决大客户营销问题,南车时代城轨必须由以产品为中心转向以客户为中心,合理的细分和选择大客户,根据所处行业特征实施有针对性的大客户营销策略,并构建高效协同的组织体系与合作共赢的营销理念。
[Abstract]:China's urban rail transit is undergoing an unprecedented period of development. The construction speed and scale are ranked first in the world, which is bound to promote the rapid development of the manufacturing industry of urban rail transit equipment (hereinafter referred to as "urban rail equipment"). Zhuzhou Nanche time Electric Co., Ltd. (hereinafter referred to as "Nanche era") is a listed subsidiary of China Southern Motor Company (HK.3898), and its equipment industry of urban rail (hereinafter referred to as "Nanche era City Rail") has developed rapidly in recent years. Has gradually grown into a pillar industry plate, but the industrial scale breakthrough encountered growth bottleneck, market space is faced with double squeeze risk, emerging business expansion has a congenital board. This paper hopes to improve the marketing ability and competitiveness of the urban rail system in the era of Nanning Railway by discussing the marketing problems of the major customers in the era of the Southern Rail Transit, and put forward constructive improvement strategies and safeguard measures, and provide reference for the domestic enterprises. This paper is divided into five chapters: the first chapter begins with the importance of major customer marketing to the equipment enterprises of urban rail system, expounds the background, significance and thinking of this research, and summarizes the research trends at home and abroad, the second chapter is the concept of major customer marketing. The third chapter studies the marketing environment of the city rail in the era of Nanche, and analyzes the current situation of the marketing of the major customer in the era of Nanche. It analyzes its strengths, weaknesses, opportunities and challenges, summarizes its organizational structure, marketing mix, customer segmentation, service marketing, relationship marketing and key account management. This paper probes into the model of major customer segmentation and selection suitable for the urban rail system of the South car era, and puts forward the improvement strategies of the major account marketing from four aspects: the marketing combination, the "one city one policy", the service marketing and the relationship marketing. According to the actual situation, this paper puts forward a kind of matrix model of product positioning and analysis, and in the fifth chapter, puts forward the safeguard measures aimed at strengthening the implementation of the marketing of major customers in the age of Nanche from the two aspects of organization system and marketing concept. According to the analysis of the paper, in order to solve the problem of the marketing of the big customers, the city rail of the times of the Southern car must change from taking the product as the center to the customer as the center, reasonably subdivide and select the big customers, and carry out the targeted marketing strategy of the big customers according to the characteristics of the industry in which they are located. And constructs the high-efficiency cooperation organization system and the cooperation win-win marketing idea.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2

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