H啤酒苏州市场客户管理研究

发布时间：2017-12-31 01:15

本文关键词：H啤酒苏州市场客户管理研究　出处：《南京理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着市场竞争的日益激烈,产品、价格、市场策略等营销手段在啤酒行业的同质化程度越来越高,也越来越容易被模仿,但是基于客户管理的竞争优势则具有较高的门槛,未来的市场竞争将不再仅是产品和品牌的竞争,越来越多的啤酒企业开始重视客户管理所带来的核心竞争能力。如何提高渠道客户的运营效率、提高营销渠道协同企业达成战略目标的能力、提高面向终端客户的有效管理能力,是啤酒企业不可回避的现实问题。基于此,本文对啤酒企业的客户管理问题进行了研究,在介绍了国内啤酒行业市场格局、竞争态势、市场特征的基础上,对啤酒企业的客户管理模式问题进行了探讨,对各类管理模式的优点、不足进行了分析；总结了H啤酒客户管理的四个演变阶段,分析了各阶段的市场环境、优点、不足,并重点分析了现行客户管理模式下所存在的问题；通过上述理论的梳理和总结,本文根据H啤酒在苏州市场的实际情况,针对渠道客户管理,在构建渠道客户体系、建立战略合作伙伴关系、设立专业化经销商等方面的优化工作进行了阐述,并就因此带来的相关市场风险提出了预案；在终端客户管理方面,根据终端客户的分类及其特征,就强化终端客户拜访、服务等管理工作进行了优化分析,并以标准化工作流程、量化工作指标为原则,研究了与之相适应的销售团队管理。综上,本文根据啤酒企业的市场环境和竞争需要,分析了客户管理的基本类型和存在问题,在分析了苏州啤酒市场环境的基础上,介绍了H啤酒在渠道客户管理和终端客户管理的优化工作,为啤酒企业的客户管理和市场营销提供参考。
[Abstract]:With the increasingly fierce market competition, product, price, marketing strategy and other marketing tools in the beer industry increasingly high degree of homogeneity, more and more easy to be imitated, but the competitive advantage based on customer management has a high threshold, the future market competition is no longer just a product and brand competition, to bring customer management of the core competition ability of more and more beer enterprises. How to improve the operational efficiency of customers, improve the ability of collaborative marketing channels for companies to achieve strategic objectives, improve the effective management for terminal customers ability, is a real problem for beer enterprises can not be avoided. Based on this, the customer management of the beer enterprises in the study, introduces the pattern of the market, the domestic beer industry competition situation, based on the characteristics of the market, to the customer management mode of the beer business problems are discussed The advantages of various types of management mode, and analyzes the deficiencies; summarizes the four stages of evolution of H beer customer management, analysis of the various stages of the market environment, advantages, disadvantages, and focuses on the analysis of the existing customer management mode of the problem; and by summarizing the above theories, this paper according to the actual situation of H the beer market in Suzhou, the channel of customer management, in the construction of channel customer system, establish strategic partnership, the establishment of specialized dealers optimization aspects are described, and therefore the risk related market brings forward plans; in the end customer management, customer terminal according to the classification and the characteristic, strengthening the terminal customer visits, work management services were optimized and standardized work processes, work principle of quantitative indicators, adapt to the sales team . in summary, according to the need of beer enterprises and competitive market environment, analyzes the basic types of customer management and existing problems, based on the analysis of the Suzhou beer market environment, introduces the H beer in the optimization of channel customer management and customer management terminal, to provide the reference for the beer enterprise customer management and marketing.

【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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