基于客户需求的解决方案营销管理研究

发布时间：2018-06-17 20:28

本文选题：客户需求 + 解决方案营销　；参考：《东南大学》2015年硕士论文

【摘要】：信息技术的发展和移动互联网的普及,使得市场环境发生了巨大的变化,越来越多的企业从产品营销转型为“系统解决方案供应商”(例如：IBM、Xerox)。解决方案营销[注释：解决方案营销是指基于客户需求,定制系统解决方案,为客户创造价值的营销模式]成为企业传播价值的新的营销模式。本人通过总结多年解决方案营销管理的工作经验,结合解决方案营销研究理论,构建基于客户需求的解决方案营销管理的理论框架。以客户需求为导向的解决方案营销与以产品为导向的传统营销,在营销管理过程中有很大的不同。本文在梳理解决方案营销理论研究的相关文献的基础上,总结基于客户需求的解决方案营销基本理论框架,提出解决方案营销组合策略(I-SIVA)、解决方案营销系统构建、解决方案营销实施流程管理的管理要点。本文研究成果主要体现以下三个方面：第一,解决方案营销是基于客户需求,科学设计、组织、协调企业行为,为客户创造价值的营销模式。解决方案营销与传统营销的区别在于企业重塑了与客户之间的关系,从买卖关系转变为伙伴关系,互利互惠,共同创造价值,实现“双赢”局面；第二,提出I-SIVA营销组合策略,即互动(Interaction)、解决方案(Solution)、信息(Information)、价值(Value)、途径(Access),替代了传统4P营销理念。解决方案营销是企业在与客户互动的基础上,基于客户需求,双向信息互通,为客户提供解决方案,通过有效途径,兑现客户价值主张;第三,通过F公司案例分析,总结出成功有效的解决方案营销管理在于提高营销效率和营销效益的同时不断兑现客户价值主张的过程。在解决方案营销管理过程中,不仅要缩短客户销售周期,提高客户合同签单率和加强客户回款,更要注重提高客户体验价值、客户满意度和延长客户生命周期。基于客户需求的解决方案营销管理的核心是为客户提供的系统解决方案,这是为客户创造价值的根本所在,也是企业的核心竞争力。以I-SIVA营销理念为基石的解决方案营销管理理论,为定位“系统解决方案供应商”的企业营销实践提供了参考依据。
[Abstract]:With the development of information technology and the popularity of mobile Internet, the market environment has changed greatly, and more enterprises have changed from product marketing to "system solution supplier" (e.g.: IBM Xerox). Solution Marketing refers to a new marketing model based on customer needs, customizing system solutions and creating value for customers. Through summing up many years' experience of solution marketing management and combining the theory of solution marketing, I construct the theoretical framework of solution marketing management based on customer demand. The solution marketing based on customer demand is different from the traditional marketing based on product. This paper summarizes the basic theoretical framework of solution marketing based on customer demand on the basis of combing the relevant literature of solution marketing theory research, and puts forward the solution marketing combination strategy, I-SIVA, the construction of solution marketing system. Solution marketing implementation process management key points. This paper mainly embodies the following three aspects: first, the solution marketing is based on customer needs, scientific design, organization, coordination of enterprise behavior, create value for customers marketing model. The difference between solution marketing and traditional marketing is that enterprises reshape their relationship with customers, change from trading relationship to partnership, benefit mutually benefit, create value together, and realize "win-win" situation. Second, it puts forward I-SIVA marketing mix strategy. That is, interaction, solution, information, value, access, instead of the traditional 4P marketing concept. Solution marketing is based on the interaction with customers, based on customer needs, two-way information exchange, to provide solutions for customers, through effective ways to deliver customer value claims; third, through the F company case analysis, It is concluded that the successful and effective solution marketing management lies in the process of improving marketing efficiency and marketing benefit while constantly fulfilling customer value proposition. In the process of solution marketing management, we should not only shorten the period of customer sales, improve the rate of contract signing and enhance customer payback, but also focus on improving customer experience value, customer satisfaction and prolonging customer life cycle. The core of the solution marketing management based on the customer demand is the system solution for the customer, which is the fundamental to create value for the customer, and also the core competitiveness of the enterprise. The solution marketing management theory based on I-SIVA marketing concept provides a reference for the enterprise marketing practice of "system solution supplier".
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【相似文献】