杭州建新浮法玻璃工业有限公司大客户营销管理研究

发布时间：2018-01-09 19:16

本文关键词：杭州建新浮法玻璃工业有限公司大客户营销管理研究　出处：《浙江工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着国民经济的不断发展,房地产投资的持续增长,与房地产业有深入关联的玻璃深加工行业的发展面临巨大的机遇和挑战。众多公司进入玻璃深加工行业,大家以利润为终极目标,盲目扩张,市场竞争处于混沌之中,急需有新的理念来理顺市场。本文以杭州建新浮法玻璃工业有限公司为例,从大客户营销的角度对建新公司的营销管理进行分析和研究,以期对整个玻璃深加工行业有序竞争提供借鉴。文章首先阐述了关系营销理论和大客户营销理论的相关研究,从理论上表明大客户营销是企业生存和发展的必由之路,同时介绍了本文研究背景,研究方法和研究框架,然后运用PEST分析法分析建新公司宏观环境,运用波特五力模型分析行业竞争环境,再结合企业内部环境对建新公司进行SWOT分析,对建新公司如何适应变化的市场提出了公司实施大客户营销战略的必要性和重要性,最后也是论文的重点,以建新公司为例,运用关系营销理论和客户生命周期理论及层次分析法结合实际详细研究了建新公司如何选择评价、开发和管理大客户的营销策略。文章最后得出结论,建新公司的大客户营销是玻璃深加工行业竞争下的首选战略,具有可实施性和必要性。本文的研究虽以建新公司为例,但对整个玻璃深加工行业和其它工业品行业的营销都有借鉴参考价值。
[Abstract]:With the continuous development of national economy and the continuous growth of real estate investment, the development of glass deep processing industry, which is deeply related to the real estate industry, is facing great opportunities and challenges. Many companies have entered the glass deep processing industry. We take profit as the ultimate goal, blind expansion, market competition is in chaos, there is a need for a new concept to rationalize the market. This paper takes Hangzhou Jianxin float Glass Industry Co., Ltd as an example. This paper analyzes and studies the marketing management of Jianxin Company from the angle of major account marketing. In order to provide a reference for the orderly competition of the whole glass deep processing industry. Firstly, this paper describes the relationship marketing theory and the major customer marketing theory related research. In theory, it shows that the marketing of large customers is the only way for enterprises to survive and develop. At the same time, this paper introduces the research background, research methods and research framework, and then uses PEST analysis to analyze the macro environment of Jianxin Company. Using Porter's five-force model to analyze the competitive environment of the industry, and then combined with the internal environment of the enterprise to carry out SWOT analysis of Jianxin Company. How to adapt to the changing market of Jianxin company put forward the necessity and importance of the company to implement the key account marketing strategy, finally is the focus of the paper, take Jianxin company as an example. Using relationship marketing theory, customer life cycle theory and analytic hierarchy process (AHP), this paper studies in detail how Jianxin Company chooses the marketing strategy to evaluate, develop and manage the key customers. Finally, the paper draws a conclusion. The key customer marketing of Jianxin Company is the first choice strategy under the competition of glass deep processing industry, which is feasible and necessary. Although the research of this paper takes Jianxin Company as an example. But to the whole glass deep processing industry and other industrial products industry marketing have reference value.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.71

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