联系我们

论文查询结果	返回搜索

论文编号：	7375
作者编号：	2220120528
上传时间：	2015/6/8 14:00:42
中文题目：	联想公司大客户营销策略及实施保障研究
英文题目：	Study on the key account marketing strategy as well as implementation guarantee of Lenovo corporation
指导老师：	吴晓云
中文关键字：	联想集团；联想公司；大客户营销；大客户营销策略
英文关键字：	Lenovo group；Lenovo corporation；key account marketing；key account marketing strategy
中文摘要：	联想集团的销售模式分为两类：第一类针对个人客户消费业务模式，主要以渠道销售为主，第二类针对商用的大客户业务模式，主要以客户经理的销售为主，大客户业务一直是重要且稳定的利润贡献来源，同时大客户营销是重中之重，竞争非常激烈，是兵家必争之地。 目前来看联想公司大客户营销管理存在的问题包括四个方面：大客户的分类不够深入、行业代理商（ISV）大客户需求采集缺乏激励、总公司与分公司统计维度不一致和部分硬件产品不符合云技术的发展要求。 从大客户分类情况看，公司目前的客户分类不够精细，缺乏对大客户的深度细分。从行业代理商（ISV）大客户需求采集的激励看，目前对代理商的大客户需求采集缺乏激励机制，不能有效的把握销售线索。在业务分析中，总公司和分公司的数据统计维度不一致。由于大数据和云计算业务的发展，大客户需求的是整体解决方案，因此需要提供完整支持云计算业务的基础架构产品的能力。 针对以上问题，联想公司大客户的市场定位及营销策略的目标市场定位是结合STP理论，从市场细分、目标市场选择和市场定位三个方面进行科学合理分析。为了调动代理商大客户需求采集的积极性，需要物质激励、相关技术支持和精神激励等。同时标准化数据统计维度，包括产品组分类模式、财务数据指标和行业任务要求，通过加强硬件研发和联盟购并等策略满足大客户云计算硬件产品需求。 为了使得大客户营销具有微观层面的可操作性，需要有大客户营销管理的保障，着重从销售渠道的人才培养、大客户营销管理信息系统、售后服务等三个方面分析如何加强保障作用。
英文摘要：	The sales model of Lenovo include two types:the first is consumer business model for individual customers, mainly dependent on sales channels, the second is big customers for commercial business model, mainly dependent on sales of customer manager, big customer with their business has been the important source of stable profit contribution, key account marketing is in the first place, especially in the heated competiton, all focus on big customer with their business. At present,there are four problems about big customer management: there is lack of key account segmentation deeply; from the motivation of collecting key account agents’ requirements, Lenovo company is lack of incentive mechanism to key account in general; from the business analysis, the data of the head office and branchs dimensions are not consistent; from the hardware support to the demand of cloud computing for key account, the current key account management system cannot analyze and process existing huge amounts of information. The key account marketing position and strategy of Lenovo company link with the STP theory, scientificly and rationaly analysze form three aspects, that is the market segmentation, target market selection and market positioning. In order to arouse the enthusiasm of agent to collect key accounts’ requirements, there should be material incentive, related technical support and spiritual motivation, etc.And standardize data dimensions, including product group classification task model, financial data index and industry requirements, through strengthening the hardware development and alliance merger and acquisition strategy meet the demand of key accout about cloud computing hardware products. To make key account marketing strategy with the maneuverability of the micro level, there should be implementation guarantee, emphatically put stress on talents cultivation of sales place , big customer marketing management information system, the after-sales service and analyze how to strengthen its security effect.
查看全文：	预览  下载(下载需要进行登录)