M公司中国市场大客户营销策略研究

发布时间：2018-04-26 04:09

本文选题：M公司 + 中国市场　；参考：《兰州大学》2013年硕士论文

【摘要】：在顺应全球经济一体化的大背景下,当今世界以必然的趋势朝着全球市场一体化的方向发展。以互联网、知识经济和创新科技为时代符号,以满足消费者需求为核心的新型经济高速发展。在这一场巨变中,中国经济凭借独特的资源优势,同样也获得了飞速的发展。制造业作为国家经济的支柱产业,发挥着举足轻重的作用,中国制造的足迹遍布全球,被喻为“世界工厂”,制造业的空前发展,也造就了一个庞大的消费市场,工业自动化作为当今制造业的发展方向,其市场迎来前所未有的机遇,但同时也成为竞争最为激烈的工业品市场。跨国公司、行业巨头纷纷进驻中国市场,二线厂商甚至是国内刚起步的小厂家同样也不示弱,力争在这一场竞争中占据一席之地,而如何在这种激烈竞争的形势下保持其自身的竞争优势,却成为了所有企业的难题。市场营销作为企业发展的一项重要职能,处于一个高度竞争、瞬息万变的商业环境中,而市场营销策略的制定和实施显然是保证企业市场竞争力的基本举措。传统的以产品和价格为中心的营销策略正在逐渐向以客户为中心的市场策略进行转变,但由于企业的资源是有限的,不可能满足所有客户的需求,同时也不是所有的客户都能为企业创造价值。20%的大客户可能贡献80%的企业总收益,只有对大客户进行分析和定位,将企业的资源合理分配在大客户上,提高大客户的满意度和忠诚度,才能使企业与大客户之间保持稳定、长期的合作关系,从而保证企业收益最大化,也是保证企业综合竞争力的关键。 M公司作为一家跨国经营的工业自动化设备供应商,同样面临缺乏对大客户市场的细分和定位,缺乏对大客户的系统研究以及客户满意度和忠诚度下降等问题,同时由于工业自动化产品购买过程复杂、影响环节众多,制定和实施大客户营销策略就显得尤为必要。本文结构上沿着提出问题、分析问题和解决问题的逻辑思路并结合M公司所处的内、外部环境进行分析,对M公司的大客户进行分类和定位,并就M公司的现状提出相应的营销策略和实施保障措施。论文主要采用理论结合实际、定性和定量的分析方法,在M公司现状分析和大客户定位上采用五力模型和识别矩阵等模型进行客观评估,确保研究方法的可操作性。论文力求能提升M公司现存的大客户营销管理水平,同时也期待能为行业内的类似企业在中国市场的大客户业务经营提供一定的参考。
[Abstract]:Under the background of global economic integration, the world is developing towards the integration of global market. With the Internet, knowledge economy and innovation and technology as the symbol of the times, to meet the needs of consumers as the core of the new rapid economic development. In this great change, China's economy has also gained rapid development by virtue of its unique resource advantages. As the pillar industry of the national economy, manufacturing industry plays an important role. The footprint of Chinese manufacturing has spread all over the world, and it has been described as a "world factory". The unprecedented development of manufacturing industry has also created a huge consumer market. As the developing direction of manufacturing industry, industrial automation market is facing unprecedented opportunities, but it also becomes the most competitive industrial products market. Multinational corporations and industry giants have one after another entered the Chinese market. Second tier manufacturers and even small domestic startups also do not show weakness and strive to occupy a place in this competition. However, how to maintain its own competitive advantage in this fierce competition has become a difficult problem for all enterprises. As an important function of enterprise development, marketing is in a highly competitive and rapidly changing business environment, and the formulation and implementation of marketing strategy is obviously the basic measure to ensure the market competitiveness of enterprises. The traditional product and price-centered marketing strategy is gradually changing to the customer-centered marketing strategy. However, due to the limited resources of the enterprise, it is impossible to meet the needs of all customers. At the same time, not all customers can create value for the enterprise. 20% of the major customers may contribute 80% of the total income of the enterprise. Only by analyzing and locating the major customers, can the resources of the enterprises be allocated to the large customers reasonably. Only by improving the satisfaction and loyalty of the major customers can the enterprises maintain a stable and long-term cooperative relationship between the enterprises and the major customers, thus ensuring the maximization of the profits of the enterprises, and also the key to ensure the comprehensive competitiveness of the enterprises. As a multinational supplier of industrial automation equipment, M Company is also faced with the problems of lack of market segmentation and positioning for major customers, lack of systematic research on major customers, and decline of customer satisfaction and loyalty. At the same time, it is necessary to formulate and implement the marketing strategy of large customers because of the complexity of the process of purchasing industrial automation products and the numerous influencing links. Based on the logical thinking of problem raising, problem analysis and problem solving, and combining the internal and external environment of M Company, this paper classifies and locates the major customers of M Company. And puts forward the corresponding marketing strategy and the implementation safeguard measure to the M company's present situation. In order to ensure the maneuverability of the research method, this paper mainly adopts the theory combined with practice, qualitative and quantitative analysis methods, and adopts five forces model and identification matrix model to evaluate the status quo of M Company and the positioning of large customers. This paper tries to improve M company's existing key account marketing management level, and also looks forward to providing a certain reference for the similar enterprises in the industry in China's major account business operation.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.4

【参考文献】