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论文编号：	5852
作者编号：	2120112815
上传时间：	2013/12/5 14:54:28
中文题目：	施耐德电气（中国）公司大客户营销策略研究
英文题目：	Research on Strategy of Key Account marketing For Schneider Electric (China) Company
指导老师：	赵伟
中文关键字：	施耐德电气；工业自动化；大客户营销；工业品营销
英文关键字：	Schneider Electrical; Industrial Automation; Key Account Marketing; Marketing of Industrial Products;
中文摘要：	施耐德电气（中国）公司从1987年在天津经济技术开发区成立第一家合资公司——梅兰日兰开始，历经26年，该公司目前在一个快速发展的阶段。对于如何在外部市场环境，调整营销策略，进一步巩固市场地位，提升公司的核心竞争力，加强内部管理和调整，进一步发展的关键客户和目标市场，本文分析了市场营销理论和大客户营销理论在电气行业中的应用情况。并结合施耐德电气（中国）公司的实际情况，讨论了如何制定合理有效的大客户营销策略，提高施耐德电气（中国）公司的营销能力和市场竞争力。同时，对国内工业品生产企业的大客户营销策略和构建方法做了一些有益的探索和尝试，并提供参考。本文首先介绍了研究的背景及意义，阐述了国内外研究理论的历史和进展、研究的方法和内容。然后，从关系营销理论、大客户营销理论对本研究的理论基础进行了总结，由此构建了一个理论框架。第三、四和第五章是本文的核心，第三章对施耐德电气（中国）公司的现状及面临的内部环境和外部环境进行了分析，运用SWOT分析方法进行系统研究施耐德电气（中国）公司的优势、劣势、机会和威胁。第四章开始梳理、识别施耐德电气（中国）有限公司的大客户，为构建大客户营销策略奠定基础。在前面研究的基础上，对大客户营销策略进行详细设计及实施，包括大客户开发策略、4P+4C的营销组合策略、客户服务策略三个方面。第五章着重介绍大客户营销策略的保障实施，对营销策略进行有效补充和提升。在论文的最后进行了总结和对未来研究的展望。通过研究，本文得出结论：施耐德电气（中国）公司的大客户营销策略就是要为施耐德电气（中国）公司的战略大客户提供为其量身定制的差异化营销解决方案，满足其区别于普通客户的差异化需求，方能和客户取得共赢的结果，才能为施耐德电气（中国）公司赢得更多的市场份额。
英文摘要：	Schneider electric (China) company founded in 1987 in Tianjin Economic Technological Development Area, the first joint venture -- Merlin Gerin, after 26 years, the company is currently in a stage of rapid development. About the external market environment, how to adjust the marketing strategy, to further consolidate the market position, to enhance the company's core competitiveness, strengthen internal management and adjustment, the further development of the key account and target market, this thesis analyzed the application of marketing theory and marketing theory in the electric industry. Combined with Schneider electric (China) company's actual situation, discussed how to develop the key account marketing strategy effectively, improve the Schneider electric (China) company's marketing ability and market competitiveness. At the same time, the key account marketing strategy on the domestic industrial production enterprises and construction method to do some beneficial exploration and attempt, and provide a reference. This thesis first introduced the research background and the significance, elaborated the content and method of history and development, study the domestic and foreign research theory. Then,from the theory of relationship marketing, key account marketing theory on the theoretical basis of this study are summarized, thus to construct a theoretical framework. The third, the fourth and the fifth chapters are the core of this thesis.The third chapter of Schneider electric (China) company's present situation and facing internal and external environment are analyzed, using the SWOT analysis method to research system of Schneider electric (China) company’s advantages, disadvantages, opportunities and threats . The fourth chapter began combing and recognition of Schneider electric (China) company of key accounts, and lay the foundation for the construction of key account marketing strategy.On the basis of the above study, a detailed design and implementation of key account marketing strategy, including key account development strategy, 4P+4C marketing mix strategy, customer service strategy in three aspects. The fifth chapter focuses on the key account marketing insurance policies, effectively supplement and promotion to marketing strategy. In the end, the thesis summarizes the content of study and prospect of future research. Through the research, this thesis draws a conclusion: Schneider electric(China) company’s key account marketing strategy is to Schneider electric(China) strategy of key accounts of the company to provide differenttailored marketing solutions, to match the different demands of itsdifference from the general customers, to achieve win-win results, in order to Schneider electric (China) company to win more market share.
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