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论文编号：	2695
作者编号：	2120082411
上传时间：	2010/11/23 14:31:26
中文题目：	关系营销策略在LNBF公司的应用研究
英文题目：	Relationship Marketing Strategies in LNBF Company’s Application
指导老师：	刘建华
中文关键字：	关系营销;大客户识别;大客户关系营销;出版行业
英文关键字：	Customer-relationship;Key Account Identification;Key Account Customer- relationship;Publishing
中文摘要：	关系营销是指获得、建立和维持与产业用户紧密的长期关系，对于出版行业的关系营销，我们应从图书出版机构、分销机构以及利益相关者为核心展开研究。大客户（Key Account）是指那些对企业而言占据其客户总体数量比例不高，但采购数额却占了企业整体营业额较大部分的客户，通常情况下是20%的大客户贡献了企业80%的利润。企业发展的关键是对大客户进行识别、分类，予以不同的资源倾斜，促成企业与大客户之间的双赢战略合作。企业开展大客户关系营销，与大客户实现可持续合作，可以确保企业在激烈的市场竞争中保持旺盛的生命力，而大客户企业自身复杂的组织结构特点、决策模式和多层次需求，要求企业必须为大客户创建统一的服务标准和界面。 辽宁北方出版物配送有限公司（简称：LNBF公司）是专门从事各类出版物分销和物流增值服务的大型国有企业，为了实现产业规模化增长加强对目标市场的辐射能力，公司紧跟世界物流技术发展潮流，以实时物流配送管理理念为先导，利用世界最先进的网络技术成果，搭建了现代的网络信息平台，并引进多条现代化物流流水线和智能化物流设备，实现了物流信息的实时采集、传输、管理和追踪，通过系统分析统计数据资料，预测图书市场的发展趋势，为公司和客户的经营决策提供科学的依据。LNBF公司的大客户部于2008年初成立，近三年来逐步发展，但对于大客户的分析研究尚缺乏系统的理论指导和操作标准。本研究希望对LNBF公司的大客户营销系统提出改革方案，并通过方案的实施，实现LNBF公司与大客户的双赢合作，并提升企业自身的市场竞争力。 论文共分为六章，第一章首先探讨论文的研究意义、研究思路与方法以及研究内容。第二章回顾了关系营销相关理论，并以此作为本文研究的理论依据。第三章对LNBF公司的背景及其所在行业的特征等内容做以简述，对营销学工具应用于企业实际做了重点研究。第四章研究设计出LNBF公司的大客户关系营销策略，并简述了这些策略在实际工作中的应用方法。第五章研究完善LNBF公司大客户关系营销策略的方法，并通过体制变革和营销管理方面的变革提出改进对策。结论部分对全文进行梳理概括，再次点明要点和论文写作目的。 本文的创新点在于，从理论与实际相结合的角度，论述了关系营销策略在LNBF公司的应用，并结合营销学的理论工具分析企业面临的市场环境、竞争态势，为关系营销在公司大客户市场的发展制定了营销策略和完善建议。
英文摘要：	Relationship marketing is the acquisition, and industrial users to establish and maintain close long-term relationship. For the publishing industry relationship marketing，We should take book publishers, distributors, agencies and stakeholders as the core of a study. Key Account are those of the enterprises accounted for the proportion of the overall number of their customers is not high, but the amount of purchases accounted for a larger part of their overall turnover of customers, Usually 20% of large customers, which contributed 80% of the profits of the enterprise. For Key Accounts to identify, classify different resources to be tilted, and large enterprise customers to promote win-win strategic cooperation is the development of the key. Key Account relationship marketing enterprises to develop, to achieve sustainable cooperation with major customers to ensure that enterprises in the fierce market competition to maintain vitality, and big customer complex organizational structure of their own characteristics, decision-making mode and multi-level needs, the enterprise must for Key Account to create a uniform service standards and interfaces. Liaoning North Publications Distribution Co., Ltd. (short for LNBF) is a large state-owned enterprise which specialized in various types of publications, distribution and logistics value-added services. In order to achieve industrial scale growth to strengthen the capacity of radiation target market, the company followed by World Logistics technology development trends, real-time logistics management concept for the pilot, the use of the world's most advanced network technology achievements and build a modern information network platform, and the introduction of a number of modern logistics lines and intelligent logistics equipment, implementation of real-time acquisition of logistics information , transmission, management and tracking, through the systematic analysis of statistical data, forecasts the development trend of the book market for the company and customers to provide a scientific basis for business decisions. LNBF Key Account Department was established in early 2008, the progressive development of the last three years, but for Key Account still lack of systematic analysis of theoretical guidance and operational standards. I hope that through this research, the company's major clients of LNBF marketing system to reform the program, and through the implementation of the program to achieve LNBF companies with large customer win-win cooperation, and enhance the competitiveness of enterprises. Thesis is divided into six chapters, the first chapter of dissertation research significance, research ideas and methods, and research. The second chapter reviews the theory of relationship marketing, and as a theoretical basis for this study. Chapter III LNBF's background and the characteristics of the industry to do a short description of the content on the marketing tools used to do a focus on actual business. The fourth chapter studies designed LNBF's largest customer relationship marketing strategy, and outlined the strategy applied in the practical work methods. Chapter Five study and improve the LNBF companies and large customer relationship marketing strategy approaches, and through institutional change and changes in marketing management improvement measures proposed. Conclusion of the summary text to sort out, once again highlighted key points and thesis writing purposes. Innovation of this paper is that the combination of theory and practice from the perspective of relationship marketing tactics discussed in the LNBF's application, combined with the theoretical tools to analyze marketing enterprises are facing a market environment, competition, the relationship marketing in companies and large customers development of the market developed a marketing strategy and improve the proposal.
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