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论文编号：	12015
作者编号：	2320170549
上传时间：	2020/12/10 9:41:49
中文题目：	富昌电子客户关系管理策略研究
英文题目：	Research on Future Electronics Co., Ltd Client Relationship Management Strategy
指导老师：	杜建刚
中文关键字：	关系营销 客户分类 客户关系升级 富昌电子公司
英文关键字：	relationship marketing client classification client relationship upgrade Future electronics Co., Ltd
中文摘要：	自改革开放开始，尤其是中国加入WTO之后，中国经济开始了高速发展。伴随着经济的增长，科技也在不断进步。手机、电脑等移动智能设备进入到了千家万户，半导体行业也因此得到了前所未有的发展机遇。半导体行业从19世纪初开始兴起，截至到2019年，出现了无数巨型企业，截止2019年中国电子元器件的进口总额突破万亿，已经超过石油成为了十分重要的产业基础。但随着近些年逆全球化逐渐出现端倪，摩尔定律已经到达极限使得半导体行业近些年整合不断，行业发展遇到了很多问题。因而国产半导体行业在夹缝中获得了前所未有的关注与机遇，也同样伴随着前所未有的挑战。如何做好半导体产品的销售工作，如何更深入的服务客户，如何提高本公司产品的市场占有率是本文主要的探讨的内容与意义。 本文以富昌电子公司为例，针对当前的市场环境，通过对富昌电子公司展开客户关系管理的理论研究，重新对相关客户关系管理理论进行了系统的回顾。通过对富昌电子公司的研究，对富昌电子公司整体的客户情况进行重新梳理，找出富昌电子目前营销中所出现的问题。通过对富昌电子现有营销策略的分析，找出现有的的改进方法，包括对客户进行重新的细分，找到根据客户关系，以及客户的价值重新进行客户的分类。通过对客户关系升级策略的研究，制定出行之有效的营销方案。签订备货协议，不断增进关系签订战略协议，给予客户更长时间的账期，进而达到客户信息互享，形成牢不可破的客户关系。通过对保障策略的研究，使制定的营销手段营销方法能有效的落地，包括解决损害客户关系的客户抱怨的处理，以及能激发公司活力的分公司管理模式，使本地的销售人员以及管理人员能制定更多行之有效的政策确保当地客户的服务质量，最后通过对公司员工培训以及文化培养使公司软实力与硬实力统一，切实的落实以客户为中心得管理模式，切实的能为客户服务，帮助富昌电子公司能获得更多的市场占有率，平稳健康的长期可持续发展。
英文摘要：	Since the beginning of reform and opening, especially after China's accession to WTO, China's economy has begun to develop rapidly. As the economy grows, science and technology continue to advance. Removeable smart devices such as mobile phones and computers have entered thousands of households, and the semiconductor industry has thus obtained unprecedented development opportunities. The semiconductor industry began to rise in the early 19th century. As of 2019, China's total imports of electronic components exceeded one trillion, which has surpassed oil and has become a very important industrial foundation. However, with the gradual emergence of anti-globalization in recent years, Moore's Law has reached its limit and the semiconductor industry has continued to integrate in recent years. and the industry has encountered many problems. Therefore, the domestic semiconductor industry has received unprecedented attention and opportunities at this time, and it is also accompanied by unprecedented challenges. How to do in the sales of semiconductor products, how to serve customers more deeply, and how to increase the market share of company's products are the main content and significance of this paper. This paper takes Future Electronics as an example. In accordance with the current market environment, this paper conducts a systematic review of relevant client relationship management theories through the theoretical research of Future Electronics Co., Ltd.’s client relationship management. and found out the current marketing problems of Future Electronics, including insufficient product competitiveness, unclear client classification, and key client development. Insufficiency, low market share and other issues. Through the analysis of the existing marketing strategies of Future Electronics, we can find out the existing improvement methods, including the re-segmentation of clients, and the re-classification of clients based on client relationship and client value. Through the study of client relationship upgrade strategies, an effective marketing plan is developed. Sign stocking agreements, sign strategic agreements, and achieve customer information mutual sharing, forming an unbreakable client relationship. Through the research on the guarantee strategy, including the handling of client complaints that damage client relationships, and the branch management model that can stimulate the company’s vitality, so that local sales and management personnel can Formulate more effective policies to ensure the quality of service for local clients, and finally unify the company’s soft power and hard power through the company’s employee training and cultural training, and effectively implement the client-centric management model, and effectively serve customers The service helps Future Electronics to gain more market share and achieve stable and healthy long-term sustainable development.
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