西得乐公司大客户营销策略研究

发布时间：2018-08-26 16:26

【摘要】：随着经济全球化进程和中国市场经济逐步完善,居民的生活水平及消费能力得到了很大的提高。未来五年,是我国全面建设小康社会的时期,也是饮料设备行业发展的重要战略机遇期。虽然目前中国存量设备和饮料生产能力虽然已经非常庞大,饮料行业也逐步走入平稳发展期,但市场中仍蕴藏着巨大的机遇。西得乐公司是全球饮料设备设备的市场领导者,在行业中具有70年的经验。但是随着市场竞争的白热化,近几年西得乐在大中国区的市场表现并不稳定。公司的销售额、利润、客户分布情况不尽人意。因此西得乐公司决定启用大客户营销计划,以面对中国饮料行业的发展趋势,并试图解决上述问题。由于在饮料设备生产线这一营销领域中具有购买决策复杂、影响因素多样、复杂需求性等诸多特点,因此大客户营销的相关方法和手段越来越成为行业内各企业在营销过程中的利器。本文以作者供职的西得乐公司为例,采用案例分析的方法,对公司大客户营销策略的实施过程进行分析,希望能让本行业及类似行业的各企业得到经验的借鉴。文章先介绍分析了饮料行业、饮料设备行业、西得乐公司的外内部环境,随后介绍公司在大中国区的大客户营销战略及计划执行进度,通过研究找出目前大客户营销战略构建和实行中存在的问题,分析原因并给出解决方案。文章运用宏观环境PESTEL、波特五力模型、六力模型、SWOT矩阵等工具分析了公司的内外部环境和条件。其所采用的分析方法、工具和结论对西得乐大中国区的大客户营销策略发展有现实意义,也对国内同行业或类似行业的企业有实际的参考价值。
[Abstract]:With the process of economic globalization and the gradual improvement of China's market economy, the living standard and consumption ability of residents have been greatly improved. In the next five years, it will be the period of building a well-off society in an all-round way and an important strategic opportunity period for the development of beverage equipment industry. Although China's stock of equipment and beverage production capacity has been very large, the beverage industry has gradually entered a period of steady development, but there are still huge opportunities in the market. Sidelot is a global market leader in beverage equipment with 70 years of experience in the industry. But as market competition intensifies, the market performance of Sidelot in Greater China has been unstable in recent years. The company's sales, profits, customer distribution is unsatisfactory. So Sidelot decided to launch a major customer marketing program to face the trend of the beverage industry in China and try to solve the problem. In the field of beverage equipment production line, there are many characteristics in the marketing field, such as complex purchasing decision, various influencing factors, complex demand and so on. Therefore, the related methods and means of major account marketing are becoming more and more sharp weapon in the marketing process of enterprises in the industry. In this paper, the author of the company for example, the use of a case study method, the implementation of the company's key customer marketing strategy process analysis, hoping to let the industry and similar industries to learn from the experience of each enterprise. The article first introduces and analyzes the external and internal environment of beverage industry, beverage equipment industry, and Sidelot Company, and then introduces the marketing strategy and plan implementation progress of the company in the Greater China region. Through the research to find out the existing problems in the construction and implementation of the marketing strategy of major customers, analyze the reasons and give the solution. This paper analyzes the internal and external environment and conditions of the company by means of macro environment PESTEL, Porter five forces model and six force model SWOT matrix. The analytical methods, tools and conclusions are of practical significance to the development of major account marketing strategy in China, and also have practical reference value to domestic enterprises in the same industry or similar industries.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.82

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