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论文编号：	5877
作者编号：	2120112584
上传时间：	2013/12/5 21:22:46
中文题目：	非标制造企业大客户管理研究
英文题目：	Research of Key Account Management of Non-Standard Manufacture Company
指导老师：	许晖
中文关键字：	非标制造企业 大客户管理 营销策略 思为机器
英文关键字：	non-standard manufacturing enterprise marketing strategy key account management Siwei Machinery
中文摘要：	随着经济全球化进程的发展和市场竞争的加剧，提高顾客价值和以满足顾客需求为核心的理念正越来越受到人们的重视。大客户管理和服务增值理论的广泛应用正日益成为企业顾客价值增值和以顾客需求为中心的重要体现。大客户管理也越来越广泛的为企业界所接受。 然而如何正确地建立大客户管理体系，特别是非标制造企业如何构建企业大客户管理体系，并通过实施这一大客户管理战略，获得竞争优势赢得市场份额是一个有非常意义的课题。论文基于一般非标制造企业大客户管理理论研究的框架和方法，论述非标设备制造企业大客户管理整个体系的建立和基于大客户管理的营销策略的选择。并进行逐项分析非标制造企业实施大客户管理的可行性、非标制造市场环境、实施大客户管理的优势与障碍、大客户管理组织框架的建立、管理团队的组建及企业自身技术特色、大客户管理实施与保障等内容。通过全方位多角度的分析非标设备制造企业市场营销的现状和竞争环境，提出了非标设备制造企业大客户管理的特点即专业化、刚性化、定制化、风险化。并据此结合企业营销现状提出以大客户为核心的营销策略选择：一对一营销，个性化营销，服务营销和关系营销。 论文第四章结合天津思为机器设备有限公司企业现状分析了其客户群构成，企业市场定位及企业营销策略选择。文章的最后以蒂森克虏伯为例分析了大客户管理的具体实施和保障。本论文试图让其他非标制造企业了解大客户管理对于非标制造企业赢得市场竞争优势所起到的积极作用。从而促进其他制造企业积极开拓大胆创新，为我国装备制造业适应当前新形势拥有新的发展契机贡献力量。
英文摘要：	With the development of economic globalization and market competition intensifying, more and more people began to pay much attention to the core concept how to improve customer value and how to meet customer demands. The widely application of key account management and value-added service theory is increasingly becoming the important performance of customer value-added and customer demand focus of the enterprise. Key account management is becoming more and more widely accepted by the business interests. However, how to correctly set up key account management system, especially the Non-standard manufacture enterprises how to build the key account management system, and through the implementation of the key account management strategy to gain a competitive advantage to win market share is a very meaningful topic. Paper is based on the research of key account management framework and methods of the large non-standard manufacturing enterprise and discusses the set up of key account management system and the choice of marketing strategy that is based on key account management of the non-standard manufacturing enterprise. And item by item to carry out the analysis of the feasibility of the implementation of key account management of non-standard manufacturing enterprise, non-standard manufacturing market environment, advantages and obstacles of implementing key account management, the establishment of the key account management organization structure, management team to establish an enterprise and its technical characteristics, key account management implementation and guarantee, etc. Through all-round multi-angle analysis of non-standard equipment manufacturing enterprise marketing situation and the competition environment, put forward the characteristics of the key account management of non-standard manufacturing enterprise: professional, rigid, customization and risks. Based on these topics and together with the present situation of enterprise marketing give us the strategy choice that is based on the key account management: one to one marketing, personalized marketing, service marketing and relationship marketing. In the fourth chapter of the paper together with the present situation of Tianjin Siwei equipment manufacture Co., Ltd. Analysis the customer base, the enterprise market positioning and marketing strategy choices. At the end of the article take ThyssenKrupp project as an example analysis the implementation, security are analyzed of key account management. This paper tries to make other non-standard manufacturing enterprises understand the key account management plays the positive role for the non-standard manufacturing enterprises to win the market competitive advantage. To promote other manufacturing enterprises make bold innovation, contribute their efforts to the equipment manufacturing industry of our country to adapt to the current new situation and have new development opportunity.
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