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论文编号：	321
作者编号：	052291
上传时间：	2007/12/31 11:48:16
中文题目：	基于顾客价值的大客户营销策略研
英文题目：	Research on Marketing Method t
指导老师：	马连福
中文关键字：	顾客价值 大客户 服务营销 战
英文关键字：	Customer value Key account Se
中文摘要：	随着营销领域顾客导向思想的建立，市场营销理念出现了从顾客满意、顾客忠诚到顾客价值的变化趋势。顾客价值已经被视为企业竞争优势的新来源。顾客价值战略成为企业发展的战略的重要内容。润滑脂由于其服务于工业生产的产品性质决定了在其营销过程中会产生不同于一般消费品的营销理念、方法和模式。在润滑脂的营销过程中，津脂公司立足于高科技，积极探索营销新方法，提出了真诚为顾客创造价值的营销理念，紧随前项产业的发展，为客户提供全面的润滑方案并与大客户建立战略合作伙伴关系，推动大客户营销模式的探讨。 本文分为五章，第一章为导论部分，主要概述本文的研究背景、研究方法和内容。第二章阐述并回顾顾客价值理论和大客户营销理论的产生和发展。第三章是简单介绍润滑脂行业状况及津脂公司营销现状，并对津脂公司营销现状进行了优劣势分析，提出了津脂公司开展大客户营销策略的必要性。第四章是探讨了津脂公司的大客户服务营销策略。主要分析了如何构建津脂公司的价值链体系、提升顾客价值及其通过构建和优化企业价值链，优化产品结构、降低企业成本，为顾客提供全面润滑方案。以及服务营销在提升产品价值中的作用。通过科研中心前移，为顾客提供丰富的产品，协助润滑脂用户的管理，提供针对性地优化解决方案。提高了润滑脂产品价值。第五章分析了津脂公司的大客户网络营销策略。本章首先对津脂公司的战略联盟稳定性进行了分析，从而提出了塑造以顾客价值为核心的大客户战略联盟。根据二八原理，紧密合作20%的大客户，通过与大客户实现成功合作，为加快市场开发奠定了良好的基础。发挥综合技术优势，通过技术交流等形式宣传长城润滑脂，推广全面润滑解决方案，推动相关行业润滑脂应用水平和服务水平的提升。然后论述了构建网络营销系统对提升顾客价值的意义。通过管理信息系统的引入，将企业的客户（包括最终客户、分销商和合作伙伴）作为最重要的企业资源，并建立大客户信息库，通过数据挖掘方法充分利用分析顾客信息资源，提高顾客服务水平、创造顾客价值。
英文摘要：	With the coming of “customer-orientation”, the tendency of the change of concept from customer satisfaction or customer loyalty to customer value appears in the conception of marketing. Customer value is being considered as a new source for enterprise to have an advantage in competition, and the customer value strategy is an important part of development strategy. Lube product does not have the same marketing idea with the common consumable product for its properties of servicing industry producing. In the marketing of lube, Lubricant company, Sino-petroleum corporation seeks for a new marketing method and proposes the marketing idea of create value for their customer sincerely based on high-tech, which can provide comprehensive lubrication program followed by the pre-industry and make strategy alliance with the key account in order to seek for a way of how to construct key account marketing strategy. The thesis is divided into five sections. Chapter one is the introduction which mainly includes the background, meaning and content in researching. Chapter two is the preliminaries which focus on the theory of customer value and key account marketing management. Chapter three is mainly introduction the status of grease’s industry and Lubricant company, Sino-petroleum corporations’ marketing present situation. Chapter four intends to discuss how to construct enterprise value chain systems and increase customers’ value in order to optimize enterprise value chain, rationalize product structure, decrease product cost and provide comprehensive lubrication program. Service marketing is the focus which assists customers in using lube product and enriches the product value followed by the research center. Chapter five analyzes the stability of strategic alliance and then proposes construct key account alliance based on costumer value to promote the two sides’ competition. According to 20/80 Principle, companies should focus their marketing on 20%, key account. By cooperating with the key account successfully, company can laid a stability marketing foundation in competitive market. Another focus is to discuss how the electric business works well in the promotion of customer value. Customers including the final customers, distribution sellers, and partner are regarded as one of the important resources in the internet marketing system. In virtue of construct key account database, company can make the good use of customers’ information by data-mining.
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