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论文编号：	8851
作者编号：	2120142598
上传时间：	2016/12/9 11:19:09
中文题目：	天津水泥工业设计研究院大客户营销策略研究
英文题目：	A Research on Key Account Marketing Strategy of Tianjin Cement Industry Design & Research Institute
指导老师：	张玉利
中文关键字：	大客户营销;营销策略;价值链;顾客参与价值创造
英文关键字：	Key Account Marketing;Marketing Strategy;Value Chain;Customer Involvement Value Creation
中文摘要：	从上世纪七十年代起，由于国家大力发展基础设施建设，水泥行业迎来了千载难逢的发展契机，产业大肆扩张产能，但近三年来，水泥产能严重过剩，水泥行业利润大幅度下滑，加之水泥行业引起的环境污染问题日趋严重，国家陆续出台了一系列去产能的政策，制定了新的行业标准，限制新建水泥的审批工作，导致一些中小型水泥厂被迫面临关停和破产清算的局面，水泥企业处于全面亏损状态。而水泥装备制造业更是雪上加霜，除了市场的不稳定性因素外，装备技术的同质化现象严重，缺乏技术创新性，加之竞争市场三大军团的群雄割据状态，使装备制造市场的利润不断降低，市场竞争异常激烈。在这个背景下，除了供给侧结构性产业改革，企业更应维持大客户关系，让其参与价值创造，在营销策略上找到摆脱困境的密钥。 本文以笔者所在的天津水泥工业设计研究院（文中简称“天津院”）为研究对象，进行大客户营销策略的研究。天津院从上世纪五十年代起，就从事水泥设计、装备制造及工程总包的服务，是传统的国有性质的制造企业，并且拥有全产品生产线的技术和装备制造能力。去年企业完成了设计和装备的一体化整合，在组织结构上进行了扁平化调整，但在大客户营销管理上存在着较大问题。 本文在研究了相关的大客户管理理论、服务营销理论、顾客价值理论及价值链理论的基础上，对市场营销现状和天津院大客户营销现状进行了全面的分析，并深入探讨了天津院在大客户营销方面存在的问题。在前人的理论和实践的基础上，对营销策略进行了相关研究。首先对大客户进行了重新的定位和细分，利用企业自身技术优势改进营销策略，分别基于产业价值链、企业自身价值链和服务价值链，提出了大客户营销策略方案，提高了大客户的服务水平和大客户满意度。最后根据提出的大客户营销策略制定了相关的措施并完善了大客户营销管理流程。本文期望通过理论与实际相结合的方式，通过对天津院的综合分析，能为企业在大客户营销策略制定和实施方面提供一些思路，帮助企业在产业结构转型阶段重塑核心竞争力，创造新的企业价值，同时也希望能给处在困难时期的水泥装备制造企业在大客户营销管理方面有所借鉴。
英文摘要：	From the seventies of last century, as the country vigorously develop infrastructure construction, the cement industry ushered in a golden opportunity for development. It wantonly expands production capacity. But nearly three years, cement production face a serious overcapacity. The cement industry profits fell sharply. The environmental pollution caused by cement industry is increasingly serious. The state has introduced a series of policies and developed a new industry standard to cut the capacity and limit the approval of new cement work. It makes some small and medium-sized cement plant face closure and bankruptcy liquidation. The cement enterprises are in a comprehensive loss state. Cement equipment manufacturing industry is even worse. Except market instability factors, their equipment and technology have serious homogenization and lack of technical innovation. The market has three huge corps stand the separatist state, and the equipment manufacturing market profits continue to decrease. All of this makes the fierce market competition. In this context, apart from supply side structural industry reform, the enterprises should maintain good relationships with key accounts to find out the marketing strategy key to solve troubles. In this paper, the Tianjin Cement Industry Design & Research Institute (abbreviated as "Tianjin Institute") is the subject of study, and makes research on the marketing strategy for key accounts. Tianjin Institute starts from the fifties of last century, and engage in cement design, equipment manufacturing and EPC services. It is a traditional state-owned manufacturing enterprise. It has a full product line of technology and manufacturing capacity. Last year, the enterprise completed the integration of design and equipment manufacturing, and made the flat adjustment in the organizational structure. But there is a big problem in the management of key account marketing. On the basis of researching and analyzing the related theory of key account management, service marketing theory, customer value theory and value chain theory, the paper made a comprehensive analysis of the status quo for key accounts marketing of Tianjin institution, and had a in-depth discussion of key accounts marketing problems. On the basis of predecessors' theory and practice, this paper has made relevant study on marketing strategy. In this paper, the key accounts were re-positioned and subdivided, and the enterprise technology was used to promote their own marketing strategy. Respectively based on industrial value chain, enterprise value chain and service value chain, the paper puts forward the marketing strategy of key accounts to improve the customer service level and key account satisfaction. Finally, according to the proposed strategy to develop the relevant measures, it improves the key account marketing management process. According to the combination of theory and practice, this paper made a comprehensive analysis of Tianjin Institute. It provides some ideas for the implementation and formulation of key accounts marketing strategy. It helps the enterprises reshape the core competitiveness in the industrial restructuring phase and create new business value. It also hopes the paper can provides reference of key accounts marketing management to cement equipment enterprises in the difficult times.
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