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论文编号：	1532
作者编号：	041883
上传时间：	2010/5/24 14:35:07
中文题目：	大客户关系管理能力体系的探索性研究
英文题目：	Key account Key account management Core competency
指导老师：	韩德昌
中文关键字：	大客户 大客户关系管理 企业核心能力 大客户关系管理能力
英文关键字：	Key account Key account management Core competency
中文摘要：	根据帕雷托法则——“80／20法则”，大客户能给公司带来很好的经济效益，是市场中最有价值的客户。市场营销中的大客户是指业务频次高、业务需求量大或是与企业建立战略合作关系及与产品和服务关联性强、成长性好并有特定要求的客户。在愈演愈烈市场竞争中，客户逐渐成为一种资产，尤其是其中的大客户。因而对于大客户的管理就强烈地吸引着企业的注意力。 大客户关系管理能力属于企业核心能力的一种，是针对大客户关系管理活动中，同样以隐性知识为基础，以学习、创新为基本内核的能够使企业在相当长时间内保持现实或潜在持久竞争优势的关键性能力的动态知识系统，需要作为一个体系来进行深入地研究。 大客户关系管理能力体系是一个非常复杂的系统，本文试图在这纷乱复杂的系统中找出一个较为明了的思路。本研究分为六章。第一章阐明选题背景、研究目的和意义、研究方法和框架。第二章是对大客户关系管理理论概述，包括大客户关系管理理论溯源；大客户关系管理的发展历程和模型；大客户关系管理的基本要素。第三章是对企业核心能力理论概述，包括企业核心能力理论溯源；企业核心能力的界定；企业核心能力的本质。第四章研究大客户关系管理能力体系的构建，包括大客户关系管理能力的产生背景；大客户关系管理能力的界定；大客户关系管理能力体系的内容。第五章研究大客户关系管理能力体系的应用，对中兴通讯大客户管理案例进行了分析，包括对中兴通讯公司的发展现状的概述，该公司大客户关系管理能力体系建设的对策与建议。第六章的结论对全文进行了总结，指出研究的创新和研究的不足，并为今后进一步研究明确方向。
英文摘要：	Today, there is a familiar principle in the management educational circles, which is “the 80/20 Rule”. Its means that 80% of the value comes from 20% of factor, and the other 20% value from 80% of factor. It is means that big part of sale quantity comes from the smaller part of customer to the enterprise, which is the key account of enterprise. Because the market competition became more and more fierce, the customer become a kind of exiguous resource, particularly is the key account. So the key account relationship management was concerned strongly. Key account management competency is a kind of enterprise core competency, which aims at key account management activities. It is the dynamic knowledge system of crucial abilities which is on the basis of recessive knowledge, and takes learning ability, innovation as basic essence to maintain realistic or latent lasting competitive advantage. These competency need to be studied as a thoroughly system. The KAM competency system is a very complicated system, and this thesis trys to find out a manifest clue from the system. Chapter One enclose the background, goal, method and framework of the research. Then Chapter Two retrospect some theories related to the KAM, analyzes systematically the trace to the source of KAM, the relational model for the development of KAM, and the essential of KAM. Chapter three elaborates the theories of enterprise core competency, including the trace to the source of the theory, the clear definition and the essential of core competency. Chapter four sets forth the concept of the Key account management competency, the background of the KAM competency, and the construction of the KAMC system. Further, Chapter Five focuses the emphases in analyzing a case study to combine the theory with practice, by introducing the current status of ZhongXing communication & technology company and the development of its KAMC system. Finally, come to a conclusion, analyzes the innovation and shortcomings and puts forward the future plan of the research.
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