JSL橡塑有限公司大客户营销策略研究

发布时间：2018-04-19 05:33

本文选题：橡塑市场 + 大客户营销　；参考：《安徽财经大学》2017年硕士论文

【摘要】：由于近年国内外经济整体形势发生了巨大的变化,国家政策的导向也从国内市场逐渐向国外市场引导,尤其是“一带一路”政策的实施,国外政府和越来越多的国际企业的大项目需要寻求实力雄厚的中国企业合作。因此,抓住大客户就显得尤为重要。这对现阶段制造加工企业而言,抓住大客户就相当于是抓住企业生存与发展的源泉。建立专业的大客户营销队伍,提升大客户营销水平与服务能力,加强大客户的营销与服务管理是当前橡塑企业营销工作的重要内容。因此,生产企业应该针对不同的客户对企业贡献情况的不同,对客户进行专门的细分和归类,找出能和企业一直保持长期稳定合作的、带来较高利润的客户,作为销售公关的主要对象,跟踪客户的需求情况和产品的使用状况,进而更好的把握住核心客户。本研究针对公司如何开展大客户营销进行讨论,丰富了市场营销中大客户营销策略在橡胶行业的案例研究,同时也对现阶段的新型营销策略进行补充,具有十分重要的理论意义。同时本研究在帮助公司实施大客户营销的基础上,对于提升企业盈利水平、提高企业的市场竞争力,培养大客户的忠诚度有很大的实际意义。对企业大客户营销战略的制定和营销管理模式的优化具有指导意义。第一章就本论文的研究背景和研究意义、研究目的与研究方法进行简单介绍;简单表述国内外的研究现状、研究内容及研究创新点。第二章就市场营销和大客户的基本理论进行整理,以此作为该论文的理论基础。第三章针对JSL橡塑有限公司大客户营销现状和问题进行调查与分析。第四章根据JSL大客户的基本特征进行细分与识别,并提出相应的营销策略。第五章研究建议JSL公司要善于运用新型营销渠道和营销方式来保证大客户营销策略的顺利实施。
[Abstract]:As the overall economic situation at home and abroad has undergone tremendous changes in recent years, the orientation of national policies has gradually shifted from the domestic market to the foreign market, especially the implementation of the "Belt and Road" policy.Foreign governments and a growing number of international enterprises need to seek strong cooperation from Chinese enterprises.Therefore, it is particularly important to catch big customers.This is the source of survival and development for manufacturing and processing enterprises at this stage.It is an important content for rubber and plastic enterprises to establish professional marketing team, improve the marketing level and service ability, and strengthen the marketing and service management.Therefore, the production enterprise should aim at different customers' contribution to the enterprise, subdivide and classify the customers, and find out the customers who can maintain long-term and stable cooperation with the enterprise and bring higher profits.As the main target of sales public relations, track customer demand and use of products, and then better grasp the core customers.This research focuses on the discussion of how to carry out the marketing of the big account, which enriches the case study of the marketing strategy of the big customer in the rubber industry, and also complements the new marketing strategy at the present stage.It has very important theoretical significance.At the same time, on the basis of helping the company to implement the key account marketing, this study has great practical significance for improving the profit level of the enterprise, improving the market competitiveness of the enterprise, and cultivating the loyalty of the big customer.It is of guiding significance to the formulation of marketing strategy and the optimization of marketing management mode.The first chapter briefly introduces the research background and significance of this paper, the purpose and research methods, and briefly describes the current research situation, research content and research innovation points at home and abroad.In the second chapter, the basic theories of marketing and major customers are summarized as the theoretical basis of this paper.The third chapter investigates and analyzes the marketing status and problems of JSL Rubber & Plastics Co., Ltd.The fourth chapter subdivides and identifies according to the basic characteristics of JSL customers, and puts forward the corresponding marketing strategies.The fifth chapter suggests that JSL should be good at using new marketing channels and marketing methods to ensure the successful implementation of major account marketing strategies.
【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;F426.7

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