战略性客户市场开发的策略研究

发布时间：2018-06-04 06:06

本文选题：战略性客户 + 市场开拓　；参考：《中国地质大学（北京）》2013年硕士论文

【摘要】：战略性客户营销策略是站稳IT行业竞争领域、服务战略性客户，通过开发的客户需求方案和完美的服务、使用互动的管理平台来为战略性客户打造便利轻松的服务通道。战略性客户营销是营销管理的重要渠道，是IT企业长远规划、增加持续竞争力的重要形成部分。现在，IT行业位于快速的发展期和强烈整合期，战略性客户营销是维护IT公司获得主要竞争优势的核心过程，并且也是IT公司盈利模式的最主要来源之一。本文从战略性客户营销的先进理念，国内外IT领域发展的现状和IT客户的特质特征分析着手，依靠建立战略性客户营销战略、营销策略、营销计划，细致描述了怎样辨别有效的IT战略性客户。发现现实的客户需求，解决战略性客户采购行为的多样性以及应对策略，战略性客户销售经理所应拥有的技能，提出了建立评价战略性客户营销的绩效考核方式，并对如何才不错误的进行战略性客户市场开拓的做了必要的阐述。完成了对于市场营销的理论分析，战略性客户的分析，，营销策略的分析等等。进而应用于FW公司，使得FW公司进行更加有效的完成战略性客户市场开发活动。在本文是在对FW公司外部战略性客户营销方式方法进行改进的一次尝试。加强了客户的营销管理，并进行了全面的系统的分析，试图与客户建立长期合作的战略伙伴关系。
[Abstract]:Strategic customer marketing strategy is to stand firm in the field of IT industry competition, service strategic customers, through the development of customer demand solutions and perfect services, use interactive management platform to create a convenient and easy service channel for strategic customers. Strategic customer marketing is an important channel of marketing management and an important part of IT enterprise's long-term planning and increasing sustainable competitiveness. Now IT industry is located in the period of rapid development and strong integration. Strategic customer marketing is the core process to maintain IT companies' main competitive advantage, and it is also one of the most important sources of profit model for IT companies. Based on the advanced concept of strategic customer marketing, the present situation of IT development at home and abroad and the characteristic characteristics of IT customers, this paper relies on the establishment of strategic customer marketing strategy, marketing plan. Detailed description of how to identify effective IT strategic customers. Discover the actual customer needs, solve the diversity of strategic customer purchasing behavior and coping strategies, strategic account sales managers should have the skills, proposed to establish the evaluation of strategic customer marketing performance evaluation, And how to not wrong strategic customer market development to do the necessary elaboration. Completed the theoretical analysis of marketing, strategic customer analysis, marketing strategy analysis and so on. Then it is applied to FW Company, which makes FW Company complete strategic customer market development activities more effectively. This paper is an attempt to improve the external strategic customer marketing method of FW Company. It strengthens the customer's marketing management, and carries on the comprehensive systematic analysis, tries to establish the long-term cooperation strategic partnership with the customer.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F49

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