基于价值协作的博格华纳大客户营销战略研究

发布时间：2018-02-12 09:08

本文关键词： 大客户管理价值协作博格华纳　出处：《上海外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国汽车行业自1990年以来经历了高速的发展，一直备受全球汽车行业关注。2010年，中国成为了全世界最大的汽车生产国和销售国。中国市场的快速发展驱动了汽车制造商在中国市场的布局步伐，零部件制造商也在加速战略布局，在激烈的竞争过程中寻求竞争优势。中国汽车市场的快速发展和市场竞争的日益激烈使汽车制造商面临着不断降低成本、提高品质和增加产品差异性的压力，需要打造自身独特的供应链价值链，增强自身综合竞争力，为消费者提供高价值含量的产品，来维护并扩大市场份额。这种压力使零部件供应企业也产生了激烈的竞争。国内汽车制造商数量有限，客户已经成为一种稀缺资源，而大客户更是具有重要战略意义的客户群体，一般在零部件企业的销售额中占有很大比例，对零部件企业有着至关重要的价值意义。据统计，约80%的销售额往往是由大客户群体产生的。另外，目前已经有部分零部件企业在采用大客户管理模式。在这样的形势下，其他零部件企业如何与大客户保持密切战略合作，共同为终端消费者创造价值，帮助大客户在整个价值链的竞争当中享有优势，就成为博格华纳面临的重要战略问题。博格华纳必须对大客户实施大客户营销，并且以价值协作作为指导思想。本文在对中国汽车行业整车和零部件发展现状分析的基础上，分析了博格华纳大客户的重要性和需求特征，通过采用结合大客户管理理论和价值链理论，来分析以价值协作为指导思想的大客户管理，然后通过SWOT分析等方法对外资零部件企业博格华纳公司的营销战略进行了分析研究，研究论证了博格华纳采用基于价值协作的大客户营销战略是必要、可行的，并且会很有效。然后，通过对博格华纳目前大客户服务存在的问题进行深入分析，并列举了大客户服务案例进行分析研究，提出了博格华纳实施基于价值协作的大客户营销战略建议参考，博格华纳采用大客户管理营销战略并以价值协作为指导思想，，从价值协作的角度出发，同大客户一起为终端消费者的创造价值，帮助大客户增强其供应链价值链竞争力，赢得整个价值链的竞争，成为大客户的密切战略合作伙伴。本文不仅对像博格华纳这样的外资零部件公司在中国市场实施大客户营销战略有一定的借鉴意义，而且对国内本土零部件企业实施营销战略具有重要参考价值。
[Abstract]:China's auto industry has experienced rapid development since 1990, and has been the focus of the global auto industry. 2010, China has become the world's largest auto producer and sales country. The rapid development of the Chinese market has driven the pace of auto manufacturers' layout in the Chinese market, and component manufacturers are also speeding up the strategic layout. In the fierce competition process seeks the competitive advantage. With the rapid development of China's automobile market and the increasingly fierce competition in the market, automobile manufacturers are faced with the pressure of continuously reducing costs, improving quality and increasing product differences, so it is necessary to create their own unique supply chain value chain. Increasing their overall competitiveness and providing consumers with high-value products to maintain and expand market share. This pressure has created fierce competition among parts suppliers. The number of domestic automakers is limited. The customer has become a kind of scarce resources, and the big customer is a group of customers with important strategic significance. Generally, it occupies a large proportion of the sales of the parts and components enterprises, and has a vital value significance to the parts enterprises. According to statistics, About 80% of the sales are often generated by large customer groups. In addition, there are already some parts companies adopting the key customer management model. In such a situation, how do other parts companies maintain close strategic cooperation with major customers? Joint efforts to create value for end consumers and to help big customers gain an advantage in the competition of the entire value chain have become an important strategic issue facing Borg Warner. And value collaboration as the guiding ideology. Based on the analysis of the status quo of automobile and parts development in China's automobile industry, this paper analyzes the importance and demand characteristics of big customers in Borg Warner, and combines the theory of key account management with the theory of value chain. To analyze the key account management guided by value collaboration, and then analyze and study the marketing strategy of Borg Warner Company, a foreign-funded spare parts company, by means of SWOT analysis and other methods. The research demonstrates that it is necessary, feasible and effective for Borg Warner to adopt a key account marketing strategy based on value collaboration. It also enumerates the case of key customer service and puts forward the suggestion of Borg Warner to implement the marketing strategy based on value collaboration. Borg Warner adopts the marketing strategy of key account management and takes value collaboration as the guiding ideology. From the point of view of value collaboration, we can create value for the end consumer together with the big customer, help the big customer to strengthen the competitiveness of their supply chain value chain and win the competition of the whole value chain. This paper is not only useful for foreign component companies such as Borg Warner to implement major account marketing strategy in the Chinese market. Moreover, it has important reference value for domestic local parts enterprises to implement marketing strategy.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471

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