联系我们

论文查询结果	返回搜索

论文编号：	599
作者编号：	2120062049
上传时间：	2008/6/20 0:12:34
中文题目：	厂商客户联盟构建研究
英文题目：	A Research on the Construction
指导老师：	张永强副教授
中文关键字：	客户联盟，关系营销，厂商客户联
英文关键字：	Customer Alliance Relationshi
中文摘要：	伴随着经济全球化的浪潮，中国市场化改革日益深入，越来越多的跨国公司进入了中国市场。面对日益细化的社会化分工的大环境，部分跨国公司为了迅速适应国内市场，采取了与国内分销商合作的方式，在国内建立起了形式多样的营销联盟关系。常见的营销联盟关系有产品或服务联盟、促销联盟、后勤联盟和价格联盟等。这些联盟关系不仅帮助跨国公司获得区域优势，而且帮助跨国公司实现了内部化优势和所有权优势等。 在诸多形式的联盟关系中，客户联盟在信息共享、风险约束、享受联盟经济效益和提高客户需求反应速度等方面具有强大的优势，已成为学术界和企业界关注的热点问题。 在构建客户联盟的研究中，关系营销和交易成本理论是研究的基础。客户联盟建立的动因在于降低交易成本，而承诺、信任和合作满意度等关系因素对于客户联盟合作方式有重要影响。 本文在对国内外相关研究进行回顾的基础上，从厂商关系的演进入手，分析了构建客户联盟的必要性，揭示了客户联盟的价值，总结了影响客户联盟构建的难题，并针对这些问题提出了厂商客户联盟的构建模式。最后，本文以宝洁公司厂商关系处理作为案例，说明如何构建制造商与分销商的客户联盟以及应当注意的问题。 本文共分为六章，第一章介绍了本论文的研究背景、研究意义和研究思路。第二章回顾了客户联盟的相关理论，对客户联盟的概念、研究工具和研究成果等进行了总结。第三章就我国厂商关系现状进行了分析，包括厂商关系的历史演进与变革，厂商建立客户联盟的必要性，构建客户联盟面临的问题。第四章是厂商客户联盟模式的构建，分为前期准备、关系因素整理和联盟模式的确定三大部分。第五章应用宝洁公司与分销商客户联盟构建的案例，验证了客户联盟的可行性。第六章是结论部分，对本文的结论与不足进行了归纳。 本文的创新之处在于在KMV模型和分销商与制造商工作关系模型的基础上，提出了客户联盟的构建模式及相关影响因素分析，用来指导新的营销环境下的厂商关系构建，以提升企业的竞争力。
英文摘要：	Following the economic tide of globalization, more and more multinational corporations entered the Chinese market. In the process of socialization of production, many multinational corporations have allied with the domestic sellers to adapt the domestic market rapidly. They have established the various formats marketing alliance relations. The common marketing alliance relations are the product/service alliance, the promotion alliance, the rear service alliance and the price cooperation and so on. These alliances not only helped the multinational corporations to obtain the region superiority, but also helped the multinational corporations to realize the internalization superiority and the property rights superiority. In many forms of alliances, customer alliance has the strength in information sharing, the risk restraint, economic efficiency and reaction rate on customer demand, so the theorists and business community pay more and more attentions recently. In the research of customer alliance construction, relationship marketing and the transaction cost theory are the bases of the research. The intention of establish customer alliance is to reduce the transaction cost, and some relation factors, like commitment, trust and cooperation satisfactions, have heavy influence on the ways of customer alliance. This paper is based on the base of review to the domestic and foreign correlation research, and analyzes the evolution of relations between manufacturers and distributors. It has found the necessity of constructing customer alliance, and has summarized the problems in the process of construction. Then it proposed the model of the manufacturer and distributor's customer alliance to solve these problems. Finally, this article takes the case of P&G to explain how to construct the manufacturer and distributor's customer alliance. This paper is composed of six parts. Firstly we simply introduced the background, the significance, the framework of this paper. Then we reviewed the concept of the customer alliance, the research tools and results. In chapter three, we analyzed the relationships between manufacturers and distributors and find the necessity of construct the customer alliance. In the fourth part of the paper, we proposed a model of construct the customer alliance. Then we use the example of P&G to show the feasibility of my model. In the last part of the paper, we conclude the results and insufficient part of the paper. The innovation of this paper is to propose the construction model of customer alliance to direct how to develop the relationships between manufacturers and distributors to deal with fiercer competitions.
查看全文：	预览  下载(下载需要进行登录)