欧姆龙公司的大客户S公司开发案例研究

发布时间：2018-06-17 21:00

本文选题：欧姆龙 + 大客户　；参考：《华南理工大学》2013年硕士论文

【摘要】：随着整个社会生产力水平的提高，以及自动化产业的深入广泛的普及发展，行业特性体现出供过于求的市场。笔者所在的欧姆龙自动化（中国）有限公司广州分公司，同样面临自动化行业品牌竞争日趋激烈的市场环境。公司生产的产品——继电器、可编程逻辑控制器、伺服电机等产品，属于行业中高端产品，广泛应用于各类机械设备厂。在这个的行业中，欧姆龙面对的竞争对手主要有德国西门子、法国施耐德、日本三菱等公司，，欧姆龙面临国际巨头的竞争，原材料的价格不断上涨，客户不断提出降价要求，市场环境日益恶化，行业的平均利润快速下降。在这样的环境下，为使每年销售业绩不断增长、利润不断提高，销售部门首当其冲。在自动化产品的销售中，以人员推销为主，如何对行业内的大客户做重点攻略，提高销售业绩，完成公司任务，成为首要任务。首先，本文介绍了欧姆龙公司的历史背景，系统地介绍这一自动化公司在80年的发展历程中的一些优势以及劣势。为本文后续部分的分析提供了历史背景和客观依据。其次，对公司的大客户销售策略进行分析，选取典型案例——S公司进行深入剖析，从客户的前期调查接触，再到后期寻找客户的需求，找到两家公司合作的契合点，最终给两家公司带来什么样的效益来了解整个销售策略。利用SWOT分析工具，得出公司面临的机会大于威胁，具备相对竞争优势。最后，提出公司未来的营销策略。利用市场细分理论分析，从公司的资源布局和竞争优势出发，公司应采取优势客户销售策略，选择合适的大型客户进行合作。在此战略选择基础上，对相关行业以及行业内的大客户做相关推广，将标杆行业的攻略经验推广到其他行业，以点带动面，从而实现行业示范作用，全方位拉动销售的增长，提出大客户对公司营销策略的重要性。
[Abstract]:With the improvement of social productivity and the extensive development of automation industry, the characteristics of the industry reflect the excess of supply and demand. The Guangzhou Branch of OMRON Automation (China) Co., Ltd. also faces the increasingly competitive market environment. The company's products-relay, programmable logic controller, servo motor and other products, belong to the industry high-end products, widely used in all kinds of mechanical equipment factory. In this industry, OMRON faces major competitors such as Siemens in Germany, Schneider in France, Mitsubishi in Japan, etc. OMRON is facing competition from international giants, the prices of raw materials are constantly rising, and customers are constantly asking for lower prices. The market environment is deteriorating day by day, the average profit of the industry drops rapidly. In such an environment, sales departments bear the brunt of growing annual sales and rising profits. In the sales of automation products, personnel sales mainly, how to focus on the major customers in the industry, improve sales performance, complete the company's tasks, become the primary task. First of all, this paper introduces the historical background of OMRON, and systematically introduces the advantages and disadvantages of the automation company in its 80 years of development. It provides the historical background and objective basis for the analysis of the following part of this paper. Secondly, analyze the sales strategy of the company's big account, select the typical case-S company to carry on in-depth analysis, from the customer's preliminary investigation contact, then to the later period to look for the customer's demand, find the joint point of cooperation between the two companies. Ultimately, the two companies what kind of benefits to understand the entire sales strategy. Using SWOT analysis tool, the company faces more opportunities than threats and has relative competitive advantage. Finally, put forward the company's future marketing strategy. Based on the analysis of market segmentation theory, the company should adopt the strategy of superior customer sales and select suitable large customers to cooperate with the company in terms of the distribution of resources and the competitive advantage. On the basis of this strategic choice, the relevant promotion is made to the related industries and the major customers in the industry, and the experience of the benchmarking industry is extended to other industries, so as to realize the role of industry demonstration and promote the growth of sales in all directions. Put forward the importance of the key customer to the company marketing strategy.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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