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论文编号：	14536
作者编号：	2120223732
上传时间：	2024/6/1 15:19:40
中文题目：	ZD工程集团尼日利亚市场客户关系管理研究
英文题目：	Research on Customer Relationship Management of ZD Engineering Group in Nigeria Market
指导老师：	许晖
中文关键字：	国际工程承包;STP理论;客户关系管理
英文关键字：	International Engineering Contracting;STP Theory;Customer Relationship Management
中文摘要：	摘要 ? 随着经济全球化不断发展，在“走出去”战略和“一带一路”合作倡议的共同推动下，我国的基建工程企业迎来了崭新的发展机遇。尼日利亚人口数量居非洲第一，经济总量居非洲第一，是我国在非洲第一大工程承包市场和主要投资目的地。大批中国的基建工程公司涌入尼日利亚市场，但在进军尼日利亚的过程中，由于面对全新的市场环境，不同于国内的政治、经济、法律、社会文化、技术环境的差异等，使得企业在尼日利亚的市场经营活动中面临全新的挑战。如何适应复杂的市场环境，在找准自身的优势和劣势的同时，更好地抓住当地市场的机遇，提升工程企业客户关系管理水平，最终取得健康、可持续地发展是中国工程企业需要研究和思考的问题。 ? ZD工程集团是一家以非洲市场为主、以海外基础设施建设为基础、以扎根海外长期发展为导向的具备自身鲜明特色的高度外向型企业。该公司在尼日利亚经营发展超过40年，在尼日利亚有足够的品牌影响力。本文以ZD工程集团为研究对象，从其在尼日利亚的客户关系管理入手，对ZD工程集团当前客户关系管理现状进行分析，结合工程行业特征和尼日利亚的特定市场环境，运用文献研究法和案例分析法发现ZD工程集团在客户关系管理方面上存在的不足，并基于营销战略定位对ZD集团存在的问题提出相应的提升策略。通过对客户关系管理的研究，不仅能够对提升ZD集团客户关系管理水平、增强自身市场竞争力提供参考，同时给同类企业在尼日利亚的客户关系管理进程中遇到的问题以及解决方式提供参考。
英文摘要：	Abstract ? ?Driven by economic globalization, the "going out" strategy and the "One Belt and One Road" cooperation initiative, China's engineering enterprises have embraced new development opportunities. With the progress of engineering technology, Nigeria is the most populous country and the largest economy in Africa, and it’s also the largest project contracting market and major investment destination for China in Africa. Many Chinese engineering companies have entered into the Nigerian market, during in the process of entering Nigeria, due to the new market environment, which is different from the domestic political, economic, legal, social and cultural and technical environment, the enterprises are facing new challenges in the Nigerian market business activities. How to adapt to the complex market environment, identify their own advantages and disadvantages, better seize the opportunities of the local market, improve the level of customer relationship management of engineering enterprises, and finally achieve healthy and sustainable development is a problem that Chinese engineering enterprises need to study and think about. ? ZD Engineering Group is a highly export-oriented enterprise with its own distinctive characteristics, mainly focusing on the African market, based on overseas infrastructure construction, and oriented by long-term development rooted overseas. The company has a history of more than 40 years of business development in Nigeria.? ZD Engineering Group has enough brand influence in Nigeria market. Combined with the characteristics of the engineering industry and the specific market environment in Nigeria, this thesis uses literature research and case analysis to find the shortcomings of ZD Engineering Group in establishing and maintaining customer relationships and improving the added value of customer relationships, and proposes corresponding improvement strategies for the company's problems. Through the study of customer relationship management, it is not only conducive to ZD Engineering Group to improve the level of customer relationship management and enhance its market competitiveness, but also to provide reference for similar enterprises in the same level of countries in the process of customer relationship management and solutions.
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