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论文编号：	2531
作者编号：	2220090976
上传时间：	2010/6/11 14:19:53
中文题目：	环保水处理设备制造商的大客户经营策略研究 ——以天元康宇公司为例
英文题目：	The Research of Marketing Strategy for Water Treatment Equipment Manufacturer’s key Account --- Case Study of TYKY Group
指导老师：	许晖
中文关键字：	关键词：大客户 大客户营销 工业品营销 水处理行业
英文关键字：	Key words: Key Account (KA); Key Account Marketing (KAM); Industry Marketing; Water Treatment Industry
中文摘要：	环保水处理行业是关系人民生活和国民经济可持续发展的重要产业，也是21世纪的朝阳产业，由于市场巨大，吸引了众多厂商的进入，国内的水处理企业面临的竞争越来越激烈，尤其是和国际水务巨头之间，无论在规模、技术还是管理方面都存在着一定的差距，要想在竞争中取胜，必须形成自身独特优势与强大的竞争力。 好的企业战略能够帮助企业更好地实现企业目标，营销策略是企业战略的重要组成部分，大客户是企业利润的主要来源，尤其是对于工业企业来说，掌握了少数的大客户就可以保持企业利润的持续增长，形成企业的竞争优势。虽然，大多数工业企业已经认识到了大客户的重要性，但如何使大客户营销成为企业战略，如何细分与开发大客户、如何维护大客户等一系列问题，仍然困扰着许多企业。 面对强大的竞争对手，国内环保水处理企业必须依靠本土优势，实施大客户营销策略，才能长期立足于行业市场。本文主要介绍了国内水处理设备制造商的大客户营销策略，并以一家高科技水处理企业天元康宇公司的大客户营销策略为例，通过介绍其大客户营销渠道的选择、大客户定位、大客户开发与维护等,为国内其他中小水处理设备制造商的营销策略提供了借鉴。 本论文共分为六章：第一章从大客户营销策略入手，指出了工业品市场要注重大客户营销，阐明了本文研究的背景和意义。第二章主要介绍了大客户营销和工业品营销的相关理论，分析了大客户的定义、大客户关系发展阶段及工业品营销的特点，特别指出了工业品市场中大客户营销策略的重要性。第三章介绍了水处理行业的宏观环境、发展趋势和竞争格局，指出了国内水处理企业面临的机遇和挑战。第四章介绍了水处理行业企业的大客户营销策略，大客户的细分、大客户市场特点、大客户开发及维护。第五章介绍天元康宇公司的大客户营销策略的大客户渠道、大客户营销团队、大客户的开发及维护。第六章为结论部分，总结了本文的理论和案例分析部分的内容，提出了今后研究的方向。
英文摘要：	Water treatment industry is of the importance which has relations with environmental protection and sustainable economic development. It is a sunrise industry in the 21st century. The market of the water treatment industry is so huge that many firms enter the industry. Water treatment firms in china have to face with intense competition. Compared with the international water giants, local firms fall behind the international firms in scale, technology and management. Local firms win in the competition by unique advantages and strong competitiveness. Good business strategy can help enterprises achieve business goals better. Marketing strategy is an important part of corporate strategy. Enterprise’s interest royalty come from Key account. The interest will increase frequently with maintaining key account which can form the competitive capability especially to industry enterprises. Although most enterprises have realized the importance of key account, a lot of questions such as how to make key account marketing strategy into enterprise’ strategy, how to develop the key account and maintain them still puzzled enterprises. Facing with the strong competitive opponent, local water treatment firms must implement key account strategy and rely on local advantages. Only by this they can stand in the market long run. Key account marketing strategy of manufacturers in industry is mainly introduced in this thesis, and a case study of KAM in TYKY Company is also shown in this thesis. Other manufacturers in this industry could take the KAM of TYKY Company into use for reference. This thesis includes six chapters. Chapter 1 introduces key account marketing is important in industry enterprises and this is the research background and purpose. Chapter 2 introduces the related theory of key account marketing and industry marketing. Chapter 3 introduces the macro environment, development tendency, competitive situation of the water treatment industry which means the opportunity and challenge the industry faced in china. Chapter 4 introduces key account marketing strategy, customer segmentation, KA development, KA maintenance in the water treatment industry. Chapter 5 introduces KA channel, KA marketing team, KA development and maintenance in TYKY Company of the water treatment industry. Chapter 6 is conclusion of this article, concluding contents of the theories and case study. Moreover, this part put forward the direction of future research.
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