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论文编号：	13838
作者编号：	2320200570
上传时间：	2023/5/31 23:58:31
中文题目：	基于相合性模型的DK集团大客户管理优化研究
英文题目：	Research on Key Account Management Optimization of DK Group Based on the Consistency Model
指导老师：	李凯
中文关键字：	大客户管理；大客户管理相合性模型；团队有效性
英文关键字：	key Account Management; Consistency Model of Key Account Management；Team Effectiveness
中文摘要：	在全球经济低迷、市场增速放缓、竞争日益加剧的情况下，企业如何管理好在财务目标贡献或长期发展战略方面对企业起到重要意义的大客户，已然成为企业的重要问题。本论文以德国DK集团为研究对象进行大客户管理的优化研究，主要借鉴大客户管理中的大客户管理相合性模型作为整体理论框架，并结合DK集团多个业务单元的特点，运用所学MBA中的相关知识和方法，如：组织行为学、战略管理等作为写作的辅助理论指导。相合性模型指出：成功的大客户管理要求企业必须考虑构成整个大客户管理的若干复杂要素，不是简单的任命几个大客户管理经理或者引入一套大客户管理系统那么简单，企业必须考虑到构成大客户管理相合性模型的互相关联的模块：大客户管理战略、大客户管理的组织结构、大客户管理主体以及系统和流程等。 论文在对DK集团大客户管理现状进行介绍的基础上，分析DK集团在大客户管理中存在的问题，并依据大客户管理相合性模型理论框架，寻找并建立解决DK集团大客户管理问题的方案，有针对性的指出优化大客户管理的部门战略，打造与战略相匹配并且团队有效性高的大客户管理组织，完善对大客户经理的培训和激励，以及提高资源共享并完善大客户管理流程等优化建议。其中大客户战略需重点关注并增加中长期目标；组织架构优化中需赋予中心销售部门更高的权利，比如增加虚线汇报关系等，并针对多业务单元特点从目标设定和绩效考评两个维度对DK集团构建协同组织进行优化；大客户经理的培训和激励方面重点关注如何避免大客户经理的“懒政”行为， 增加一对一月度对话、补充大客户经理的量化指标等；大客户流程管理中需要提高资源共享、建立大客户选择标准、完善“关系型”行动计划等方面。最后按着实施的进度，即：策略的发动、运作、控制三个阶段，分别阐述如何保证各阶段改进建议的顺利实施。 希望论文提出的改进建议能够为解决DK集团大客户管理中存在的问题起到一定的借鉴作用，从而为进一步提高DK集团的核心竞争力做出贡献，并为其他企业的大客户管理提供思路。
英文摘要：	Under the circumstances of the global economic downturn, the slowdown of market growth and the growing competition, how to manage the key accounts that play an important role in the financial objectives or long-term development strategy has become an important topic for enterprises. This thesis is a study on the optimization of key account management and takes DK Group as the research object. It mainly draws on the consistency model of key account management as the overall theoretical framework, and combines the characteristics of multiple business units of DK Group, using the relevant knowledge and methods learned in MBA, such as organizational behavior, strategic management, etc., as auxiliary theoretical guidance. On the basis of introducing the current situation of DK Group's key account management, this thesis analyzes the problems existing in DK Group's key account management with multiple business units.Then based on the theoretical framework of the consistency model of key account management, it is analyzed from four aspects: key account strategy, key account management organization structure, key account managers, key account management system and process, to find and establish solutions to DK Group's key account management problems. Then it points out the improvement suggestions on DK Group's key account management: To optimize the departmental strategy of key account management, to create a key account management organization that matches the strategy and has high team effectiveness, to improve training and motivation for key account managers, to improve resource sharing and key account management processes. Then the thesis is elaborated on how to ensure the smooth implementation of the improvement measures at each stage according to the implementation progress: the three stages of launch, operation and control. It is hoped that the improvement measures proposed in the thesis can play a certain reference role in solving the problems existing in the key account management of DK Group, thus contributing to further improving the core competitiveness of DK Group, and providing ideas for the key account management of other group enterprises.
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