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论文编号：	7483
作者编号：	2120132447
上传时间：	2015/6/10 15:48:09
中文题目：	高科技产品企业A公司大客户营销策略研究
英文题目：	Research on the Account Customer Marketing Strategy of High-tech Products by A Company
指导老师：	胡望斌
中文关键字：	高科技产品；企业大客户营销；大客户管理；营销策略
英文关键字：	High-tech Products; Enterprise Customer Marketing,Account Customer Management; Tactics
中文摘要：	随着中国科学技术的不断进步及市场化进程的不断加快，以及国际、国内高科技产品市场竞争的日趋激烈，高科技产品市场响应度要求高、产品附加值高等特点决定了大客户营销已经成为高科技产品企业竞争的关键，与此同时大客户对高科技产品的要求也在逐渐增高，这就使得在企业大客户营销领域内的竞争日趋激烈，高科技产品公司的大客户营销策略就显得尤为重要。 正是基于上述研究背景，本研究在借鉴大客户营销理论、解决方案营销理论等相关理论的基础上，并基于对高科技产品特征及其与传统产品区别，重点分析了大客户营销的特点，并针对高科技产品营销需要确定了高科技产品大客户营销策略，包括实行大客户经理制、设置以大客户为导向的营销机构、完善大客户信息管理系统、优化大客户服务流程等。 进一步地，本研究采取理论与实践相结合的思路，针对A公司高科技产品营销现状及问题分析，并通过预测和展望未来营销环境，认为A公司应结合自身高科技产品市场响应速度要求高、细分市场相对集中、产品附加值高等特点，并结合自身存在营销策略制定缺乏针对性、公司整体盈利资源利用效率低、售前技术引导和方案沟通能力不足、售后服务能力不足等问题，并应基于A公司自身实际情况依据SWOT分析矩阵确定相关的营销策略，包括深度市场研究辨别大客户、针对大客户需求差异化制定解决方案和持续提升客户关系管理能力。同时，为确保A公司大客户营销策略得到有效实施，A公司需要同时围绕大客户营销优化组织协调管理体系、多渠道提升大客户营销能力、健全完善大客户信息管理系统支撑等建立响应配套保障性举措和机制。 相比较于先前已有相关研究，本研究紧密高科技产品特征探讨大客户营销策略体系的建构，并结合A公司高科技产品营销问题，针对性地提出了确定大客户营销理念，以及相应的大客户营销策略体系和保障举措，相关研究结论对于指导高科技产品企业的大客户营销实践具有重要参考和借鉴价值。
英文摘要：	With the rapid advances in science and the market process and technology in China, as well as international and domestic high-tech product market competition becomes more intense, high-tech products on the market that require high responsiveness, and high value-added products determines the large customer marketing has become The key competitive high-tech products, and at the same time a large customer requirements of high-tech products are gradually increasing, which makes the competition in the large customer marketing becomes more intense, high-tech products company big customer marketing strategy is particularly important. It is based on the above background, the present study drawing on the large customer marketing theory, solutions based marketing theory and other related theories, and high-tech products based on features and differences with traditional products, focuses on the characteristics of a large customer marketing, and high-tech product marketing for high-tech products need to identify the large customer marketing strategy, including the pilot large customer energy value, set to a large customer-oriented marketing agencies, large customer information management system to improve and optimize the customer service processes. Further, the present study to take the theory and practice of combining ideas, analysis of high-tech products marketing company in Tianjin A current situation and problems, and to look to the future by anticipating and marketing environment that A company should combine their high-tech products on the market response speed requirements high relative concentration of market segments, and high value-added products, combined with their own problems should establish a large customer marketing concepts, and should be based on the actual situation of the company's own choice A large customer marketing strategy to enhance the company's future as an important competitive marketing direction, including in-depth market research to identify large customers, the demand for large customers to develop differentiated solutions and continuing to enhance customer relationship management capabilities. At the same time, to ensure that Company A big customer marketing strategies are effectively implemented, A company needs to focus on large customers while optimizing the organization and coordination of marketing management system, multi-channel marketing capabilities to enhance the big customer, sound and comprehensive information management system to support large customers such as the establishment of a response supporting the protection of initiatives and mechanisms. Compared to the previous related research, this study closely investigate the construction of high-tech products feature large customer marketing strategy system, combined with high-tech Products Marketing Company A, puts forward the customer to determine the big marketing idea, and the corresponding large customer marketing strategy system and security initiatives.Related research conclusions to guide high-tech enterprise products for large customers marketing practice has an important reference for value.
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