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论文编号：	1676
作者编号：	041915
上传时间：	2010/5/24 14:54:53
中文题目：	基于价值链的大客户关系管理研究
英文题目：	Key account management Value chain Customer relationship management value chain Key account management value chain
指导老师：	韩德昌
中文关键字：	大客户关系管理 价值链 客户关系价值链 大客户关系价值链
英文关键字：	Key account management Value chain Customer relationship management value chain Key account management value chain
中文摘要：	“大客户（Key Account）”理念正在得到越来越多的学术界和企业界的认可，大客户管理（Key Account Management）正在成为越来越多的企业营销战略的重中之重。由于大客户管理在我国理论与实践中尚处于起步阶段，目前相关理论研究并不十分全面，尤其是对大客户关系管理中的价值活动进行模型化分析，几乎还没有人涉及。本研究正是试图在该方面做出自己的贡献，其目的在于丰富该方面的理论研究。 本研究内容包括六章，其中第一章为全文绪论，第六章为全文结论，其余四章为本研究的主体部分。 首先对大客户关系管理的相关理论进行了回顾，包括客户关系管理理论、关系营销理论、顾客资产理论和顾客价值理论，并在此基础上简单地回顾了大客户关系管理理论的产生及其发展过程。本研究指出，大客户关系管理的主要内容包括大客户的识别和细分、大客户关系的维系和大客户关系的拓展三方面，并指出了不同的工作应当采取的不同策略。本研究将介绍作者的研究工具——价值链模型，并就目前国内外关于价值链模型与客户关系管理相结合的相关研究进行简单介绍。最后，在上述内容的基础上，提出本研究的最终成果——大客户关系管理价值链模型。 本研究将主要采用定性分析结合文献研究的方法，其中部分结论来自案例研究。本研究的研究工具迈克尔•波特教授的基本价值链模型，运用该模型对大客户关系管理的价值活动进行分析，并最终建立大客户关系管理价值链模型。 本研究的首创性在于，首次将价值链的思想运用到大客户关系管理工作中，既是对价值链模型外延的拓展，又是对大客户关系管理理论的深刻补充。
英文摘要：	The concept of “Key Account” is being accepted more and more by corporations and scholars, and the Key Account Relationship Management (KARM) has become very important as a part of marketing strategies in many corporations. Now, the KAM theory is not very comprehensive, especially in Model-Analysis for its’ value activity, as the KAM hasn’t developed enough. So, this study wants to do something as reinforcement for it. There are six chapters in this study. The first chapter is a simple introduction of this study, and the sixth chapter is the conclusion of this study. The other four chapters are the key parts of this study. First, theories related to KAM will be reviewed, such as the Customer Relationship Management (CRM), the Relationship Marketing, the Customer Equity (CE) and the Customer Value (CV), and the process of its’ development will be reviewed simply. Second, the main content of KAM, such as key account differentiation, key account retain and key account expansion, will be explained, and strategies for each part will be showed. And then, the analysis instrument of this study, the Value Chain (VC), will be introduced, and some CRM value chain models will be introduced together. Last, the conclusion of this study, the KAM value chain model, will be established. Qualitative analysis and literature review are the main research method of this study, and a few data will come from case study. Professor Michael Porter’s Value Chain Model will be used to analyze the value activity of KAM, as the research instrument of this study, and finally the KAM value chain model will be established. The novelty of this study is that it firstly introduced the Value Chain Thought into key account management, and so, it not only developed the extension of Value Chain but also reinforce the KAM theory.
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