杭州必搜公司大客户营销策略及管理研究

发布时间：2018-02-14 11:07

本文关键词： 大客户营销关系营销搜索引擎广告　出处：《浙江工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着互联网迅速发展,越来越多的人使用搜索引擎,它所催生的新的商业模式—搜索引擎广告,已成为近几年成长最快的网络广告模式。搜索引擎广告市场的快速增长,一方面推动了搜索引擎广告市场的健康发展,另一方面则在几大搜索引擎商之间引发更为激烈的竞争。必搜公司是微软必应搜索引擎广告代理商,在市场开拓的初期,与这个行业的其他代理商一样,曾经经历过盲目扩张、目标市场选择不明确、公司资源没有进行合理分配的混乱阶段。经过市场的洗礼,公司越来越清楚地认识到,公司的客户和利益来源符合二八法则,百分之80%的利润来自于20%大客户,大客户的营销和管理对公司的生存和发展具有重大意义。本文以必搜公司为研究对象,从大客户营销的角度对必搜公司的营销策略进行了分析和研究。文章首先阐述了大客户管理和关系营销的相关理论,并交代了研究背景和研究方法。然后结合宏观环境、行业环境对必搜公司进行了SWOT分析,通过分析,对必搜公司如何掌握把握竞争优势和市场机会,提出了初步的看法。接下来通过理论结合实际,详细地研究了必搜公司如何选择、开发和管理大客户的营销策略。通过研究,最后得出结论：必搜公司的大客户营销策略具有可实施性且十分有必要。
[Abstract]:With the rapid development of the Internet, more and more people use search engines. The new business model, search engine advertising, has become the fastest growing online advertising model in recent years. On the one hand, it promotes the healthy development of search engine advertising market, on the other hand, it leads to more fierce competition among several search engines. Bing Sou is Microsoft Bing search engine advertising agency, in the early stage of market development, like other agents in this industry, has experienced blind expansion, the target market choice is not clear. After the baptism of the market, the company has become more and more aware that the company's customers and sources of benefits conform to the two-eighth rule, with 80 percent of its profits coming from 20% major customers. The marketing and management of major customers is of great significance to the survival and development of the company. This paper analyzes and studies the marketing strategy of Bing Sou Company from the angle of big account marketing. Firstly, this paper expounds the related theories of key account management and relationship marketing, and explains the research background and research methods. The industry environment has carried on the SWOT analysis to the Bing search company, through the analysis, has put forward the preliminary view to how to grasp the competitive advantage and the market opportunity. This paper studies in detail how to select, develop and manage the marketing strategies of the key customers in Bing Sou Company. Finally, the conclusion is drawn that the marketing strategies of the major accounts of Bing Soul Company are feasible and necessary.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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