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论文编号：	333
作者编号：	052095
上传时间：	2008/1/3 9:23:51
中文题目：	SW橡塑公司大客户关系管理研究
英文题目：	The Key Account Relationship M
指导老师：	张永强
中文关键字：	大客户 客户关系管理 大客户关系
英文关键字：	Key Account Customer Rela
中文摘要：	随着全球经济一体化、市场经济快速发展，企业对大客户的争夺越来越激烈，这是因为大客户对企业的生存和发展具有十分重大的战略意义。如何构建和培育为大客户服务的各种能力、创造并提升大客户价值，已成为企业界和理论界关注的焦点。 本文从理论和实践相结合的角度，以SW橡塑公司为例，对大客户关系管理的实施进行了研究。 全文共分六章。第一章，阐述论文的研究背景及意义、研究的思路方法以及研究的内容。第二章分别从交易营销与关系营销、客户关系与客户关系管理、二八营销理论、大客户与大客户关系管理等几个方面进行理论回顾，并以此作为论文的理论基础。第三章在对SW橡塑公司经营概述的基础上，分别从外部和内部两个方面对SW公司营销环境做出分析，结合行业特点，通过对企业自身、主要竞争者、购买者、潜在竞争者及替代产品的全面分析，论文认为大客户管理是SW橡塑公司获得竞争优势的重要环节，同时也是提升产品和服务质量、降低运营成本、创造更好经济效益的有效手段。第四章对SW橡塑公司大客户关系管理现状进行分析，指出公司大客户关系管理存在的诸多问题，并分析了大客户资源流失的内在原因。第五章是在前四章的分析基础上，结合SW公司目前的现状，论述了SW公司大客户关系管理的策略及实施，并从创建大客户营销的企业文化、企业服务流程变革、大客户团队组织建设、大客户关系管理信息系统建设、大客户营销组合策略的优化五个方面进行论述和总结。第六章对全文进行了归纳和总结。 本文的创新点在于，从理论与实践相结合的角度，对SW橡塑公司的大客户关系管理策略进行了研究，并提出颇具操作性的实施建议，希望能对我国橡塑零配件企业的营销管理有所裨益。
英文摘要：	With the globalization and the rapid development of market economy, the competition for the key clients become more and more fierce, it is because the key clients are vital to the survival and development of the company. So, building and cultivating key clients service capacity, creating and enhancing the customers’ value, have become the focus of attention for both business and of the theoretical circle. In this paper, from the theory and practice aspects respectively, taking SW rubber company as an example, studies the implementation of key clients relationship management deeply. This thesis includes six chapters altogether. Chapter One talks about the background, significance, research methods and the content. Chapter Two reviews the related theories from transaction marketing and relationship marketing, customer relations and customer relationship management, major clients and key client relationship management and several other aspects, this chapter is the theory basis of the whole article. Chapter Three basing on the profile of SW’s management, by the fully analysis of exterior and interior marketing surroundings, the characteristics of Rubber and plastic industry, the main rivals and potential rivals, replacement products and buyers and the self-analysis of SW ,points out key client relationship management is important link for SW to get the competitive strength and control cost, should pay more attention to it. Chapter Four analyzes the current situations of management among key clients of SW, lists the problems in the management of the company’s key clients and points out the internal causes for the loss of clients. Chapter Five is the key chapter of this paper, provides some suggestions for the improvement from the following five aspects: building and cultivating the key clients service culture; the support of Business Process Redesign; the enhancing of the team construction for key clients; the establishing of information system for key client relationship management clients; the Optimization marketing strategy of key clients. Chapter Six summarizes the whole chapter. The innovation of this paper lies in analyzing SW’s key client relationship management from both theory and practice aspects, meanwhile puts forth a fairly workable proposals for its implementation, hoping to it can benefits to China Rubber enterprise marketing management .
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