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论文编号：	3526
作者编号：	2120082594
上传时间：	2011/6/28 19:33:40
中文题目：	印刷企业大客户管理研究
英文题目：	Research on key account management in the printing company
指导老师：	许晖
中文关键字：	客户关系管理 客户价值管理 业务流程管理 定制化管理
英文关键字：	Customer relationship management (CRM), Customer value
中文摘要：	随着市场经济的发展和繁荣，市场竞争也越来越激烈，其实质就是客户资 源的争夺。企业要在市场竞争中取胜，就要不断开发和维护企业最宝贵的客户 资产。但是企业如何利用有限的资源满足所有客户的需求并保持客户满意度是 一个需要深入探讨的问题。根据营销学大师菲利普·科特勒对客户关系的分类 和二八定律，企业营业收入80%来自于20%的客户，企业要集中优势资源向这20% 的大客户提供定制化印刷产品和服务，增加客户粘性，提高这些大客户的满意 度和忠诚度。大客户管理很自然就成为当今企业管理研究的热点之一。大客户 管理是以大客户需求为导向，持续地与大客户进行沟通，优化企业业务流程， 向大客户提供定制化解决方案，实现客户长期价值最大化。 本文的主要目的在于通过分析和研究大客户管理理论，并结合案例阐述在 印刷行业和东莞当纳利印刷有限公司实施大客户管理的策略和方法。在大客户 管理过程中大量运用了客户关系管理、业务流程管理、定制化管理的思想和方 法，体现了各管理理论的相互支撑和融合。在对印刷行业的发展特点和竞争格 局做了深入细致的分析之后，结合东莞当纳利印刷有限公司的实际情况，提出 东莞当纳利印刷有限公司大客户管理的优化策略。 本文在研究过程中，将客户关系管理理论与业务流程管理和定制化管理理 论有机结合，即从客户关系管理上推进大客户管理，又从业务流程管理和定制 化管理具体落实大客户管理战略，是本文独特之处。此外，本文通过研究分析 提出了印刷企业普遍存在的大客户管理问题，并从大客户关系管理、业务流程、 定制化管理等方面提出了印刷企业实施大客户管理的优化策略，并结合典型案 例应用研究了印刷企业大客户管理模式和实施，是本文的实践创新之处，可以 为印刷企业实施大客户管理提供经验借鉴，具有一定现实指导意义。
英文摘要：	With the development and prosperity of market economy, it is becoming more and more fierce market competition, its essence of competition is struggling for customer resources. If the company would like to win in the market competition, we must continue to develop and maintain the most valuable customer assets. However, how does the company use the limited resources to meet the demand of all customers and make customers satisfaction is the question which needs to discuss thoroughly. According to marketing master Philip Kotler's classification of customer relationships and the 80/20 Rule, 80% of sales revenue come from 20% of all customers, printing company should put their advantage resources to provide these key 20% of customers with customized printing products and services, increase customer retention, improve their customer satisfaction and great loyalty. Key Account Management (KAM) will naturally become one of the hot business management. KAM is based on customer’s demand, constantly keep good communication with key accounts, to optimize business processes and provide key account with customized solutions to achieve long-term customer value maximization. The main purpose of this article is to analyze and research the theory of KAM along with practical case to express the implementation strategies and methods of KAM in the printing industry and Dongguan Donnelley Printing Co., Ltd. In the implementation process of KAM, it makes full use of the ideas and methods in customer relationship management, business process management and customization management, reflecting the mutual support of all management theory and integration. After made a thorough and detailed analysis to the development characteristics and competitive landscape in the printing industry, and combined with the current situation of Dongguan Donnelley Printing Co., Ltd. to raise a optimization strategy of KAM in Dongguan Donnelley Printing Co., Ltd. In the article study process, make a close combination of customer relationship management, business process management, customization management theories. Abstract II That is, to promote implementation of KAM strategy based on customer relationship management, and to carry out specific KAM from business process management and customization management, it is a characteristic. In addition, this article come up with some widespread KAM problems in printing company by research and analysis, and combined customer relationship management with business processes and customization management to improve KAM in the printing company, and together with the typical case to clearly explore the implementation and pattern of KAM application in the printing company, it is a practice of innovation, it is a excellent example for others printing company to implement KAM and provide a good guidance to them, it has a big practical significance in a sense.
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