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论文编号：	3832
作者编号：	2120092540
上传时间：	2011/11/28 15:52:32
中文题目：	莫仕公司大客户关系营销策略研究
英文题目：	The research of the key customer relationship marketing strategy in Molex
指导老师：	刘建华
中文关键字：	莫仕公司 大客户关系 关系营销策略
英文关键字：	Molex Key Customer Relationship Relationship Marketing Strategy
中文摘要：	本文是以工业连接器市场中的莫仕公司为对象，着重研究莫仕公司的大客户关系营销策略。本文所涉及的电子连接器行业，其是公认的电子元器件领域竞争最激烈的行业之一，其大客户市场是商家竞争的焦点。在这个领域中，许多学者和业内人士认为提升产品的质量性能、工业设计水平和降低成本是关键，缺乏对该领域的关系营销研究。而现在的实际情况是: 所有电子产品厂家在经历了多年的激烈竞争后，在产品性能、设计和成本上达到了高度的同质化；另外，80/20原则可以说明企业80%的收入可以来自于那仅占总数20%的客户，有些甚至90%的利润是只由不到10% 的客户创造的。因此，针对大客户的关系营销策略的制定成为了商家领导市场的关键。莫仕公司是电子连接器行业的领导者，连续多年在全球市场占有率排名前三。本文通过对莫仕公司大客户关系营销策略的研究，可以在一定程度上弥补这一领域研究空白，为行业相关的人员提供好的借鉴和经验，同时也可以为其他行业的从事大客户营销的工作人员和研究人员提供可行和前瞻的思路。本文以关系营销的理论为基础，运用“PEST”,“SWOT”以及五力模型分析法分别对连接器行业的内外部及竞争环境进行宏观、微观的分析，并在此基础上结合莫仕公司大客户关系现状，运用顾客价值理论，顾客满意理论，顾客忠诚理论及内部营销理论为其量身定制出精准的大客户关系管理策略，并有针对性的提出了实施与保障的具体方案，即顾客价值策略，并主要基于大客户定制化管理来实施；顾客满意策略，并主要基于完善大客户抱怨系统来实施；顾客忠诚策略，并主要基于进行情感营销来实施；内部营销策略，并主要基于提高员工满意度来实施。同时，为使大客户关系管理策略可以有效实施，莫仕公司应从几个方面进行保障，主要有调整组织结构，合理配置资源，营造企业文化等。
英文摘要：	The article is base on Molex company whose business is in industrial connector marketing, and focus on the research of the big customer relationship marketing strategy in Molex. Industrial connector marketing is the most drastic competition industrial in electronic components field. In this field, a lot of scholar and professional believe that the key point to one connector company is improve product quality, design ability and cost reduction, but without the research on relationship marketing. But actually, after so many years progress, almost all connector companies can meet the same level of product function, design ability and cost. On the other hand, according to 80/20 principle, 20% big account can drive the 80% revenue to one company, so much as 10% account can provide 90% revenue to the company. So, the establishment of the strategy on the big customer relationship marketing is very important to the company to lead the marketing. Molex is the leading company in electronic connector marketing, and it is still in the top three position of global marketing share in several years. The article can make up the research default for this industrial by the research of the big customer relationship marketing strategy in Molex, and also can provide good suggestion and experience to the professional in this industrial or in the other industrial. The article is base on the relationship marketing theory, and use “PEST”,”SWOT” and Porter five power model to analysis connector industrial internal, external and competitive environment, and then according to the Molex current status on relationship with its big customer to specify the accurate big customer relationship management strategy by using CV,CS,CL and Internal Marketing theory. In the meanwhile, the article advise the execution and guarantee solution, which is customize for big account to execute CV strategy, improve customer complain system to execute CS strategy, use sensibility sales to execute CL strategy, enhance employee satisfaction extent to execute Internal Marketing. To execute the big account relationship management strategy effectively, Molex should take some guarantee solution, including adjust organization chart, reasonable allocate internal source, setup company culture and so on.
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