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| 论文编号： | 3542 | |
| 作者编号： | 2220100736 | |
| 上传时间： | 2011/10/15 15:14:08 | |
| 中文题目： | 北新建材公司客户价值创造的策略研究 | |
| 英文题目： | Study on Customer Value Creation Strategy of BNBM PLC | |
| 指导老师： | 白长虹 | |
| 中文关键字： | 关键词：建材行业 客户价值 产品策略 市场策略 | |
| 英文关键字： | Key words: Building materials industry, Customer value,Product strategy, Marketing strategy | |
| 中文摘要： | 进入21世纪，经济全球化进程明显加快，世界经济日益凸现区域化特征，竞争环境变得错综复杂。面对激烈的竞争，越来越多的企业认识到“客户是一种资源”，只有以客户为中心，并不断创造客户价值才能使企业基业长青。如何创造客户价值成为众多企业面临的重要课题。本文以中国新型建材行业的龙头企业北新建材公司为研究对象，采用理论研究与实证分析相结合、定性和定量研究相结合的方法，通过对北新建材公司与其竞争对手的比较研究，发现北新建材公司具有的优势和存在的不足；通过该公司的客户满意度测评，阐述该公司在客户价值创造活动中所取得的成绩，并找出有待改善的空间。本文以客户需求为基础，从产品策略和市场策略两个方面，探讨北新建材公司的客户价值创造活动。从提高产品质量及其稳定性、完善产品体系和应用方案、加速开发新产品三个方面论述该公司的产品策略；从优化客户服务体系、完善物流运输体系及加大市场支持力度三个方面阐述该公司的市场策略。通过研究分析总结启示：随着市场竞争的加剧,客户作为一种稀缺资源,越来越成为企业保持持续发展的不可或缺的一种资产形态,客户作为有价值的企业资源是一个企业最终实现交易并获得现金流入的重要入口,现代企业必须从“以产品为中心”转向“以客户为中心”,重视客户关系管理，不断创造客户价值，走个性化发展之路，才能在未来的市场竞争中立于不败之地。 | |
| 英文摘要： | Economic globalization has quickened in the 21st century. In the face of the complex competitive environment, more and more enterprises realize that “the customer is a resource”. Focusing on the need of the customer and creating customer value lead enterprises to success. Today, how to create customer value becomes an important issue. In this paper, the leading company of China's new building materials industry-BNBM is studied using qualitative and quantitative research methods. Through the comparative analysis of BNBM and its rivals, advantages and shortcomings of the company are found; Company’s customer satisfaction measurement identifies BNBM’s achievements and areas for improvement during the customer value creation activities. Based on customer needs, the product strategy and marketing strategy of BNBM are studied. The company's product strategy is discussed in three areas. They are improving product quality and stability, improving the product system and solution, accelerating the development of new products. The company's marketing strategy is analyzed from three aspects: optimizing customer service system, improving the logistics system, and enhancing market support. Through research and analysis, it is concluded: during competition, customer as a scarce resource becomes indispensable for modern enterprises to maintain the sustainable development. The change from the "product-centric" to "customer-centric" is necessary for the companies to compete and live in the future market. | |
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