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论文编号：	8453
作者编号：	2120123013
上传时间：	2016/6/13 11:19:44
中文题目：	C公司大客户管理制度的研究
英文题目：	Research on Key Account Management in C Company
指导老师：	马连福
中文关键字：	大客户管理；客户关系；组织体系；价值提升
英文关键字：	Key Account Management; Customer Relationship; Management System; Value Promotion
中文摘要：	大客户管理是欧美国家的营销学者在20世纪90年代初的客户管理理论中研究发现的，它起源于关系营销概念，在客户管理的研究中不断发展最终形成了自成体系的大客户化差异营销模式。其研究初衷是为了使企业在激烈的市场竞争中与优质客户建立并保持长期的合作关系，从而达到提高业务效率的目的，随着大客户管理的精神在企业各个部门的不断深化，它又逐步成为组织构架和公司治理的一个新的研究方向。 进入21世纪后，我国汽车产业以惊人的速度快速发展，特别是加入WTO 后，汽车工业经历了发展的黄金十年，在此之后汽车行业发展速度减缓，竞争日趋激烈，预计未来十年我国汽车市场年均增长率将维在7%左右。汽车市场竞争通过汽车生产企业的供应政策传递到汽车零配件市场，激烈的生存之战催生了企业对于营销模式以及公司治理模式的探索，在借鉴国外先进管理经验的热潮中，大客户管理的理念也被引入许多行业中，获得了良好的营销效果。大客户管理也逐渐受到了我国管理学术界的重视。 C公司作为外资汽车零件供应商，在传统客户中的市场占有率逐年下降，在国内新兴市场中更举步维艰。为了在汽车配件行业保持已有的竞争优势，开拓更大的市场，特别是得到国内大客户的青睐，引进国外已应用多年的大客户管理模式是一条非常有效的途径。但是大客户管理不仅仅指建立大客户组织实施大客户式的营销，这些不足以有效的提升C公司在国内的盈利效率和竞争力的。只有改进公司固有的经营管理模式，充分支持大客户经理和销售团队,才能最终达到提高企业竞争力，获取更高的市场份额。 本文对于C公司现有的大客户组织和营销体系所存在的问题作了总结和分析，并将这些实践经验上升到理论层面。又在大客户管理营销模式细化工作目标分析和客户关系营销原理及大客户管理价值分析的基础上，本文提出了操作层面和管理层面改进方向。希望通过改进C公司客户管理营销模式和组织架构，实施大客户价值提升战略，从而加强公司在行业中的整体竞争力。 本文进一步讨论了作为大客户营销制度的有力支撑，公司运营政策如何为销售部门的销售政策提供相应的保障，尝试对公司内部各个部门对大客户营销的支持和整体保障机制进行了初步的分析和建议。有了这些公司内部的保障，大客户管理就不仅仅只是企业的一项销售政策，而是公司的整体战略。 综上，通过归纳，得出本文的一些基本结论：大客户管理的核心思想，是以客户维系为目标,进行信息采集、保持与客户的持续沟通,以为客户提供长期有价值的服务为中心。大客户管理的改进要从组织机构的改革入手，充分利用信息平台的建设，并确保绩效考核机制的科学性和高效性。大客户是汽车零配件企业经营收入和利润的主要来源，大客户管理是C公司管理中的难点,也是C公司实现市场突破的重点。汽车零配件行业是实施大客户管理的理想行业，应用大客户管理方法对企业组织与竞争力提升具有重要的影响。
英文摘要：	Key Account Management is a customer differentiation marketing mode，which is developed Key Account Management was created in the customer management theory study in early 1990s by the European and American marketing scholars, which was originated in the relationship marketing theory and developed in the study of customer management, eventually formed a self-contained customer differentiation marketing model. The original intention of the research is to make a guideline for the enterprises in the fierce market competition, in order that they could build and maintain long-term relations with the target customers and achieve higher business efficiency. As long as deepening influence by the Key Account Management inspirit to different departments in the enterprises, it has gradually become a new research direction of organizational structure and corporate governance. Entering the 21st century, the domestic automobile industry blossomed in a startling rate, especially after joining the WTO, the whole automobile industry had experienced a golden decade. After that the auto industry development turned stable, and the marketing competition increased year by year. It is reported the average annual growth rate over the next 10 years of China's automobile market will be maintained around 7%. The competition pressure was passed to the auto parts market by the supply chain policies of automobile production enterprises. The fierce battle for survival has given rise to the exploration of marketing mode and corporate governance models. In the upsurge of drawing lessons from foreign advanced management experience, the key account management concept had been introduced in many industries, and been proved to be effective in marketing activities. At the same time key account management theory is gradually being paid attention to by the academic circles of China. C company, as a foreign auto parts suppliers, is losing its market share in the traditional customers year by year and hardly survived in domestic emerging markets. In order to keeping the competitive advantage and expanding the market share especially in domestic auto market, the introduction of key account management which had been adapted in EU and U.S. for years will be the most effective way. The key account management policy is not only a marketing strategy which cannot support independently enhancement the C company’s profitability and competitiveness, but also a corporate governance policy to improve internal inherent management and give fully support the key account manager and sales team. It will finally enhance the competitiveness of enterprises, to obtain a higher market share. The weakness of C company's current key account manager team and marketing system has been summarized and analyzed in this article, and then raised to theoretical level. Based on refining the work target of key account management and the principle of customer relationship marketing and key account management value analysis, the improvement direction was put forward on the operation level and management level. The proposal is aimed to upgrade C company customer marketing management mode and organization structure, promote the key customer’s value and strengthen the overall competitiveness of the company in the competition. And the further discussion is about that as a solid base of the key customer marketing system, how the company governance policy support the sales department and key account managers. Try to make a preliminary analysis and suggestion on the support process and overall security mechanism of different supportive departments in the company. With the support from internal company, key account management strategy is more than just sales policy, but the governance strategy of entire company. In conclusion, the core idea of the key account management is aimed to maintain and enhance the customer relationship, through collecting related information and keeping continuous communication to providing service and pass value to the customers. Key account management improvement starts from the reform of the marketing organization, make full use of the information platform, and ensure the scientificity and efficiency of performance evaluation mechanism. Key auto customers are the major source of revenue and profit of auto parts suppliers. Key account management is the most difficulty point of C company, but breakthrough point of implementing market promotion. Automobile industry is an ideal sample environment of key account management application, which has important impact on enhancing competitiveness of entire company.
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