中海壳牌聚丙烯业务客户关系管理研究

发布时间：2017-05-17 06:07

  本文关键词：中海壳牌聚丙烯业务客户关系管理研究，，由笔耕文化传播整理发布。

【摘要】：本文通过聚焦中海壳牌聚丙烯业务中客户关系管理呈现的问题,对企业进行深入调查研究和系统分析,从企业追求的可持续性发展战略和经济效益最大化目标对现有客户进行等级分类,并采取“大客户营销获量,中小客户营销获利”的宗旨,制定出一套可操作性强的客户服务分类管理方案及实施办法,使之形成一套有中海壳牌特色的客户关系管理组合方案,实现该业务的发展与企业战略一致,保效益促增长的目的。并希望通过案例中客户关系管理的分析和实施过程能对国内企业有所借鉴。本文的创新点在于提出了大客户管理在关系营销管理,尤其在工业品营销管理中的重要作用,并提出了在实际大客户管理工作中有效的合作模式,例如签订长期合约,公式定价,达标返利等。最后,本文还提出企业可采用互联网个性化CRM系统软件及参加行业展览会形式推广企业品牌及文化,开拓客户群体,令客户关系管理更加高效。
【关键词】：客户关系管理 工业品营销 可持续性发展 大客户管理 客户等级划分
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.7
【目录】：

• ACKNOWLEDGEMENTS4-5
• Abstract5-6
• 摘要6-7
• List of Abbreciations7-18
• Chapter Ⅰ Introduction18-23
• 1.1 Background18-19
• 1.2 Purposes and Meaning19-20
• 1.3 Research Method and Procedure20-22
• 1.4 Chapter Summary22-23
• Chapter Ⅱ Literature Review23-33
• 2.1 Marketing and Marketing Management23-24
• 2.2 Industrial Marketing24-26
• 2.2.1 Characteristics of Industrial Marketing24
• 2.2.2 Major Method of Industrial Marketing24-25
• 2.2.3 The Trend of Industrial Marketing25-26
• 2.3 Customer Relationship Management26-31
• 2.3.1 Customer Relationship Management26-27
• 2.3.2 Relationship Marketing and Key Account Marketing Management .. 102.4 Analysis Tools27-31
• 2.4 Main Analysis Method and Tools31-32
• 2.4.1 PEST Analytical Model31-32
• 2.5 Chapter Summary32-33
• Chapter Ⅲ Case Analysis33-49
• 3.1 Macro environment of CSPC’s PP industry33-37
• 3.1.1 Polypropylene Supply and Demand33-34
• 3.1.2 The Use of Polypropylene34-35
• 3.1.3 Polypropylene Plant in China35-36
• 3.1.4 Polypropylene Market Situation and Contradictions36-37
• 3.2 Background Introduction of CSPC37-40
• 3.2.1 Company Profile37-39
• 3.2.2 Production plant39-40
• 3.3 CSPC’s PP Business Model and its Current Status40-45
• 3.3.1 Summary of Polypropylene Capacity 201440-41
• 3.3.2 Polypropylene Business Status41-44
• 3.3.3 CSPC polypropylene Plant Technology44
• 3.3.4 Distribution of the CSPC Polypropylene Customers44-45
• 3.4 Facing Problems and Challenges of CSPC’s PP business45-48
• 3.4.1 Marketing Strategy Mismatch Industry Demand45
• 3.4.2 Large Customers and Other Customers Manage Blur45-47
• 3.4.3 Lack of Effective Communication Method in Customer Relationship47-48
• 3.5 Chapter Summary48-49
• Chapter Ⅳ Case Analysis49-63
• 4.1 Analysis of Macro Competing Environment49-57
• 4.1.1 Political factor49-50
• 4.1.2 Economic factor50-52
• 4.1.3 Social factor52-53
• 4.1.4 Technology factor53-57
• 4.1.5 Summary: Lack of knowledge in macro competing environment57
• 4.2 Customer Relationship Analysis of CSPC’s PP Business57-58
• 4.3 Customer Satisfactory Survey58-62
• 4.3.1 Customer Satisfactory Survey Question Design 201459
• 4.3.2 Customer Satisfactory Survey Feedback59-62
• 4.4 Chapter Summary62-63
• Chapter Ⅴ Customer Relationship Management Recommended Proposal of CSPC’S PP Business63-77
• 5.1 CRM Proposal of CSPC’s PP Business63-69
• 5.1.1 Rating of customers64-66
• 5.1.2 Differentia services66-69
• 5.2 Staff Arrangement of CSPC’s CRM Team69-72
• 5.2.1 Set up key account service team69-70
• 5.2.2 Dynamic management of customer relationship70-72
• 5.3 Innovation in Key Account Sales Cooperation of CSPC72-74
• 5.3.1 Long-term contract and formulation-pricing cooperation72-73
• 5.3.2 Incentive on reaching goal73-74
• 5.4 Establish Effective Customer Relationship Management74-76
• 5.4.1 Application of CSPC’s Internet CRM software74-75
• 5.4.2 Industrial exhibition and customer relationship marketing75-76
• 5.5 Chapter Summary76-77
• Chapter Ⅵ Summary77-80
• 6.1 Main Findings in This Research77-78
• 6.2 Meaning of This Research78-80
• REFERENCE80-82
• APPENDIX82-85

【参考文献】

中国期刊全文数据库 前1条

1 张清林;陈航;;国内聚丙烯市场现状及其发展方向[J];塑料工业;2011年10期

  本文关键词：中海壳牌聚丙烯业务客户关系管理研究，由笔耕文化传播整理发布。

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