H公司大客户营销策略研究

发布时间：2018-01-28 19:31

本文关键词： H软件公司大客户营销客户关系管理客户满意度　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：企业只有拥有数量相当可观的客户才能更好的生存和发展。企业要想获得更多的市场份额,就不能忽视平时对于客户资源的挖掘和维护。一般而言,所谓大客户特指那些对于公司的长期发展和经营利润有较大贡献的客户。而对于大客户的管理方法和一般客户的模式截然不同。企业对于大客户关系的维护应该从自身能力出发,将其同大客户的业务需求紧密联合起来,并运用自身的资源优势来更好的满足大客户的需求以及维护大客户关系。本文以H公司为研究对象,在对公司进行全面分析后首先挑选出40家符合公司长期战略发展的大客户,其次针对这40家大客户进行客户满意度调查。本文以对客户的满意度、忠诚度以及大客户关系管理等理论作为研究基础,并结合软件行业的特征,建立起H公司客户的满意度评价指标体系模型,并参照该模型来设计调查问卷,并最终得到了市场对于公司的满意度调查结果。根据调查结论,本文进行了针对性分析并结合实际提出了H公司的大客户营销建议和策略。本文成果主要表现为:(1)结合金融软件业和H公司的自身特点来打造H公司的客户满意度框架体系。(2)在满意度框架内确定了各指标权重,并设计了调查问卷(3)根据问卷结果来实际度量H软件公司当前的大客户管理水平,并于最后给出改进建议。
[Abstract]:Enterprises only have a considerable number of customers to better survive and develop. Enterprises want to obtain more market share, we can not ignore the usual mining and maintenance of customer resources. Generally speaking. The so-called "big customer" refers to those who make a great contribution to the long-term development and operating profit of the company. However, the management method for the big customer is very different from that for the general customer. The maintenance of the relationship between the enterprise and the major customer should be maintained. From the point of view of one's own abilities. It will be closely associated with the business needs of major customers, and use their own resource advantages to better meet the needs of major customers and maintain the relationship of major customers. This paper takes H Company as the research object. After a comprehensive analysis of the company, we first selected out 40 major customers who are in line with the long-term strategic development of the company, and then conducted a customer satisfaction survey on these 40 major customers. Based on the theory of loyalty and customer relationship management, and combining with the characteristics of software industry, the evaluation index system model of customer satisfaction of H company is established, and the questionnaire is designed according to the model. And finally obtained the market satisfaction with the company survey results. According to the findings. This article has carried on the pertinence analysis and has proposed the H company's big account marketing suggestion and the strategy combined with the actual situation. Combined with the financial software industry and H company's own characteristics to create H company customer satisfaction framework system. 2) in the satisfaction framework to determine the weight of each index. According to the results of the questionnaire, the author measures the current management level of key customers in H Software Company, and finally gives some suggestions for improvement.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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