M叉车制造公司大客户管理优化研究

发布时间：2018-01-29 12:11

本文关键词： 大客户管理客户满意度叉车　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：科学技术与经济的迅速发展,带动电商、物流产业的持续优化升级。与此同时,中国叉车制造业也高速发展,不仅规模快速扩大,产品种类不断丰富,产品性能愈加优越,服务质量也显著提高。叉车在中国已成为仅次于装载机的第二大工程机械产品。经济全球化的深入发展及中国经济新常态的到来,生产制造企业面临更大的机遇与挑战,我国叉车行业竞争已进入白热化阶段。市场竞争的实质是就客户的竞争,客户是企业得以生存、发展的基石,而现有数据表明大客户是叉车制造企业收入和利润的重要来源。所以提高大客户管理水平,建立并保持良好的大客户关系是各个叉车制造企业所必需思考并解决的紧迫问题。本文通过对M公司大客户管理现状的分析,梳理出其在大客户管理方面的优势与不足,找出M叉车制造公司大客户管理过程中存在的问题和影响其客户关系稳定的关键因素。同时,结合内外环境分析产生这些问题的原因,并在客户关系管理、大客户管理理论的基础上提出相应的解决对策,制定大客户管理优化方案。其中,完善大客户识别机制策略,有助于对大客户进行有效识别,构建合理客户结构,从而展开分级管理。组织对策强调对现有组织架构进行优化、整合,建立专业化的大客户管理工作小组,对大客户要求作出快速反应,提升大客户管理的执行力。价值导向策略,拓展了大客户的价值空间,为大客户创造了更多让渡价值,有助于全面提升大客户满意度与忠诚度。此外,本文还讨论了大客户管理优化方案的具体实施保障,力求切实帮助M叉车制造公司提高大客户管理水平,提升大客户满意度。通过本文的研究,将大客户管理理论与企业实践相结合,在经济新常态背景下,帮助M公司优化大客户管理,提高大客户满意度,从而实现公司的长远发展。
[Abstract]:With the rapid development of science and technology and economy, ecommerce and logistics industry are continuously optimized and upgraded. At the same time, the forklift truck manufacturing industry in China is also developing at a high speed, which not only expands rapidly in scale, but also enriches the variety of products. Forklift truck has become the second largest construction machinery product in China after loader. With the further development of economic globalization and the arrival of the new normal of Chinese economy, the forklift truck has become the second largest construction machinery product in China. Manufacturing enterprises are facing more opportunities and challenges. The competition of forklift truck industry in our country has entered the stage of white-hot. The essence of market competition is the competition of customers, which is the cornerstone of the survival and development of enterprises. The existing data show that the major customers are an important source of income and profits of forklift manufacturing enterprises, so improve the management level of big customers. To establish and maintain a good customer relationship is an urgent problem that every forklift manufacturer must think about and solve. This paper analyzes the current situation of the management of large customers in M Company. Combing out its advantages and disadvantages in the key customer management, find out the M forklift manufacturing company in the process of major account management problems and the key factors affecting the stability of its customer relationship. At the same time. Combined with the internal and external environment analysis of the causes of these problems, and on the basis of customer relationship management, key account management theory of the corresponding solutions, to formulate key account management optimization plan. Perfecting the strategy of key customer identification mechanism is helpful to effectively identify and construct reasonable customer structure so as to carry out hierarchical management. Organizational countermeasures emphasize the optimization and integration of the existing organizational structure. The establishment of a professional major customer management working group to make a rapid response to the requirements of major customers, improve the implementation of key customer management, value-oriented strategy, expand the value space of major customers. In addition, this paper also discusses the implementation of the key account management optimization scheme. Try to help M forklift manufacturing company to improve the level of key account management, improve the satisfaction of major customers. Through the study of this paper, the theory of key account management and enterprise practice, in the context of the new normal economic situation. Help M to optimize key account management, improve customer satisfaction, so as to achieve the long-term development of the company.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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