A货运代理企业客户开发策略研究

发布时间：2018-05-11 17:20

本文选题：货运代理 + 客户开发策略　；参考：《大连海事大学》2012年硕士论文

【摘要】：客户是对企业产品和服务有特定需求的群体,它是企业经营活动得以维持的根本保证。如何在现行市场环境中合理开发客户,建立长久合作关系,是下一步各货运代理企业需重点研究的事情。谁拥有了大量的优质客户资源,谁就拥有了不可复制的核心竞争力和资本。如何在竞争激烈、市场萎缩的货运代理行业中占有一席之地,该采取何种策略进行客户开发,避免走上价格战挤压利润方式的老路,满足客户需求,留住老客户,开发新客户,在激烈的竞争中占有更大的市场份额呢? 本文以A国际货运代理公司为例,以客户开发理论、客户生命周期理论和客户关系管理理论为基础,从货运代理企业客户开发的必要性和特殊性出发,阐述货运代理企业客户开发的合理步骤。通过对A公司的概况以及内部数据进行分析得出A公司的业务类型以及主要客户构成；根据迈克尔·波特的竞争力模型理论对A公司的竞争者进行分析。最后对A公司不同类别的客户进行需求分析,提出更有利于A公司发展的客户开发策略,旨在推动货运企业利用自身服务优势和手段创新来增加客户开发的成功几率,向着建立良性的客户关系、提高企业核心竞争力的可持续发展模式迈进。
[Abstract]:The customer is a group with specific demand for the product and service of the enterprise. It is the fundamental guarantee for the maintenance of the business activities. How to develop the customers rationally in the current market environment and establish a long term cooperative relationship is the key to the research of the next freight forwarders. The non replicable core competitiveness and capital. How to take a place in the fierce competition and the market shrinking freight forwarding industry, what strategies should be taken to develop the customers, avoid the old way of taking the price war and squeeze the profit mode, meet the customer's needs, retain the old customers, develop new customers, and occupy a bigger market in the fierce competition. What about the share?
Taking A international freight forwarder as an example, based on the theory of customer development, the theory of customer life cycle and the theory of customer relationship management, this paper sets out from the necessity and particularity of the customer development of the freight forwarders, and expounds the reasonable steps for the development of the freight forwarders, and analyzes the general situation and the internal data of the A company. A company's business type and main customer composition, according to Michael Porter's competitive model theory of A company's competitor analysis. Finally, the A company different categories of customers demand analysis, put forward more conducive to the development of A company customer development strategy, the purpose of promoting the freight enterprises to use their own service advantages and hands. Segment innovation to increase the probability of success of customer development, towards the establishment of a healthy customer relationship and enhance the core competitiveness of enterprises in the sustainable development mode.

【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F550.6

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