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论文编号：	5027
作者编号：	2220110891
上传时间：	2013/2/27 10:28:31
中文题目：	晋宇公司客户锁定战略研究
英文题目：	A Research On Customer Targeting Strategy By Jinyu Cooperation
指导老师：	王迎军
中文关键字：	晋宇公司 客户关系 目标锁定 战略实施
英文关键字：	Jinyu Company; Customer Relationship; Targeting Locking; Strategy Implementation
中文摘要：	客户锁定战略对于企业发展意义深远,一方面，通过有效锁定客户可以让客户持续不断地给企业创造价值和利益；同时，客户锁定还会限制竞争对手的进入，有效提升企业的优势竞争地位，为企业带来稳定的客户群，并进一步保持和增长客户群，大大提高企业的品牌形象。进而实现打造企业核心竞争力，促使企业拥有立足市场的资本，扩大市场占有率，加强企业可持续发展的驱动力。基于此，本文结合晋城市晋宇锦恒经贸有限公司的具体情况对客户锁定战略进行了深入的研究。根据晋城市晋宇锦恒经贸有限公司的实际情况，本文针对该企业的客观地理环境及所处行业性质进行了研究分析。在客户关系管理的核心思想和战略意义上制定了客户锁定战略的研究内容与方法。本文从客户特征和晋宇公司经营业绩以及存在问题和深层原因三个方面进行了分析，对客户进行了剖析和优化，根据客户的不同特点进行有针对性的营销，以扩大和保持高价值的客户群，吸引和培养潜力较大的客户群。通过相应的客户关系对企业未来盈利的影响进行量化分析，为企业提供决策依据。在此基础上，本文从选定目标客户群、锁定目标客户的主要方式和客户锁定所需的资源与能力三个方面提出了客户锁定战略构建的企业发展战略目标。为保障客户锁定战略的实施，本文针对晋宇公司在业务方面的流程调整、人员方面的激励机制、加强与客户沟通等方面的工作进行了详细的阐述，最终实现了企业的终极目标。
英文摘要：	Strategy of Customer Targeting means a lot for the development of enterprises. By deploying this strategy effectively, profit can be made continuously from the customers. It can also limit competitors’ intruding and make the organization more competitive. A more stable customer base can be formed followed by a consolidated and growing customer group which will greatly improve brand image. This strategy can ultimately make enterprises more competitive and expanding market shares. More capital won means more market controlled. It empowers enterprises with the force from sustainable development. This article examines Strategy of Customer Targeting in depth with the examples from Jinyujinheng Economic & Trade Co., Ltd of Jincheng City. Combined with the actual situation of Jinyujinheng Economic & Trade Co., Ltd of Jincheng City, this article contains a research and analysis of the organization’s geographical environment and the nature of the industry. A detailed research and method of Strategy of Customer Targeting is made based on the core idea of the customer relationship management and strategic sense. This article contains an analysis of three aspects: Customers Characteristics; Achievement of Jinyujinheng and Problems Existed and Underlying Causes. It also analyzes and optimizes the customers. Based on the different characteristics of customers, targeted marketing is implemented in order to expand and maintain a high-value customer base which can attract and cultivate potential customer group. A quantitative analysis is implemented by examining the related customer relationship which has impacts for the company in its future earnings. Company’s policy making is based on the research. On this basis, the paper contains the proposal of strategy and target for enterprise development which is based on Strategy of Customer Targeting. Three main areas are studied: Selecting Targeted Customers Group; Main Steps to Target Customers and Resources & Capabilities Required for Customers Targeting. In order to implement the Strategy, the paper examines the adjustment of the business flow at Jinyujinhen; incentives for staffs and related duties to communicate more with customers. Ultimate goal of the firm is achieved.
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