TLD公司集团客户开发策略研究

发布时间：2018-06-22 21:53

本文选题：兽药 + 集团客户开发　；参考：《郑州大学》2014年硕士论文

【摘要】：近年来,随着我国社会经济的大力发展和人民生活水平的不断提高,肉蛋奶的消费与日俱增,逐渐由“副食”转变为实际的“主食”地位。但是长期以来中国养殖业一直是散养为主,规模化程度不高,小户散养方式所固有的生产粗放、信息不灵、防疫条件差、标准化程度低、良种化程度不高等问题,严重制约了产业的持续健康发展。在政府的有效引导和行业自身的调整过程中,标准化规模化集约化养殖得到了明显的提升。尤其是近几年来,规模化发展迅速,截止2013年,畜牧业整体规模化程度已达50%以上,并且成长起一大批如雏鹰农牧、中粮养殖、温氏集团等优秀的专业化养殖集团,家庭散养形式将逐步退出历史舞台,被规模化养殖所取代。兽药行业作为养殖业的支撑产业,近十年来得到了长足的发展,2012年全国兽药总产值达到730亿元人民币,成为继美国之后的第二兽药消费大国。但是长期以来中国兽药生产企业的特点是规模小、数量多,全国目前在册的兽药生产企业近1800家,规模以上企业(年产值千万以上)仅600余家,年产值亿元以上企业不足80家,而且多为生物制品企业。可见,长期以来,兽药行业都处于小散乱的产业格局,一大批小散乱的兽药生产企业服务于一大批散养的养殖户,极不利于行业的持续健康发展。目前,随着畜牧业集团化、集约化、规模化、标准化的发展,兽药企业要想异军突起、脱颖而出,就必须顺应畜牧业规模化发展之大势,密切关注和服务于集团化客户,并与之形成紧密的战略合作关系,方能顺势而上,得到突破性的发展。本文在战略管理、市场营销等学科理论基础上,结合企业实际状况,通过大量的市场调研和内部论证,着重分析了企业内外部环境和自身优劣势,重构企业价值链,分析当前形势下企业成功的关键因素,重新进行市场细分,确立以集团客户为重心的目标客户群定位,认真分析集团客户的价值需求,倾力实现集团客户价值,在研发上侧重集团客户产品需求,严格规范组织生产管理,构建了客户管理体系,探索适合集团客户开发的市场营销及客户服务措施,形成了一系列关键操作流程和战略实施的保障体系。文中论述了集团客户开发的必要性及可行性,并梳理出系统化运作方案,旨在引导企业有序高效地实施集团客户开发战略,从而推动企业稳健发展,适应行业变化,以期更好地服务于畜牧业健康发展,迈上一个新的台阶。
[Abstract]:In recent years, with the development of social economy and the improvement of people's living standard, the consumption of meat, eggs and milk is increasing day by day, and the status of "staple food" is gradually changed from "non-staple food" to "staple food". However, for a long time, the Chinese aquaculture industry has been dominated by bulk farming, with low scale, extensive production, poor information, poor epidemic prevention conditions, low standardization, and low degree of seed improvement, etc. Seriously restricted the sustainable and healthy development of the industry. In the process of the government's effective guidance and the adjustment of the industry itself, standardized intensive aquaculture has been promoted obviously. In particular, in recent years, scale has developed rapidly. By 2013, the overall scale of animal husbandry had reached more than 50%, and a large number of outstanding specialized breeding groups such as Eagle farming, Cofco farming, Wynes Group and so on have grown up. The form of family recreation will gradually withdraw from the historical stage and be replaced by large-scale aquaculture. Veterinary medicine industry as the support industry of aquaculture industry, in the past decade has been a considerable development, the national total output value of veterinary drugs reached 73 billion yuan in 2012, after the United States became the second largest veterinary drug consumption. However, over a long period of time, China's veterinary drug manufacturing enterprises have been characterized by small scale and large quantities. At present, there are nearly 1800 registered veterinary drug manufacturing enterprises in the country, and only more than 600 enterprises with an annual output value of more than 10 million yuan, with an annual output value of more than 100 million yuan or less than 80 enterprises. And most of the biological products enterprises. It can be seen that for a long time, veterinary medicine industry has been in a small scattered industrial pattern, a large number of small scattered veterinary drug production enterprises to serve a large number of free-range breeders, is not conducive to the sustainable and healthy development of the industry. At present, with the development of animal husbandry collectivization, intensification, scale and standardization, veterinary drug enterprises must pay close attention to and serve the group customers if they want to emerge from the world and stand out from the rest of the world, in line with the general trend of the development of animal husbandry on a large scale. And form close strategic cooperation with it, can homeopathy and get breakthrough development. Based on the theory of strategic management and marketing, combined with the actual situation of enterprises, through a large number of market research and internal demonstration, this paper analyzes the internal and external environment of enterprises and their own advantages and disadvantages, and reconstructs the enterprise value chain. This paper analyzes the key factors of enterprise success under the current situation, reclassifies the market, establishes the target customer group positioning with the group customer as the center of gravity, analyzes the value demand of the group customer seriously, and makes great efforts to realize the group customer value. In research and development, we focus on the demand of group customers' products, strictly regulate the organization of production management, construct a customer management system, and explore the marketing and customer service measures suitable for group customers' development. Has formed a series of key operation flow and the strategy implementation safeguard system. This paper discusses the necessity and feasibility of group customer development, and combs out the systematic operation scheme to guide the enterprise to implement the group customer development strategy in an orderly and efficient manner, so as to promote the steady development of the enterprise and adapt to the changes of the industry. In order to better serve the healthy development of animal husbandry, to a new level.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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