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论文编号：	892
作者编号：	2120062314
上传时间：	2008/12/13 17:08:09
中文题目：	莱尔德公司客户管理策略研究
英文题目：
指导老师：	李东进
中文关键字：	客户管理 大客户 潜在客户tl
英文关键字：	Customer Management Key Cust
中文摘要：	摘要 自2000年开始国内电子通讯行业飞速发展，同时带动了电子通讯产品的发展。许多国外厂商纷纷投资中国，推动了中国电子市场的发展。随着市场的逐渐饱和，市场竞争日趋激烈。在这种市场背景下，谁能更好的管理客户同时为客户提供更好的服务，谁就占有先机。 留住老客户比寻找新的客户更加容易，获利性也将更高。客户管理可以促使企业进入一个先前未知或无法得到的市场领域。当然，公司需要在了解如何留住创利客户并长期增加他们的消费之后，再着手吸引新的创利客户。 服务在当今经济社会中扮演着越来越重要的角色，不仅服务业快速发展，服务活动在制造企业中也日益显示出越来越重要的作用。在市场日趋丰富的今天，产品同质化程度明显加强，尤其是在技术成熟的领域，单纯依靠传统的产品质量、价格竞争已经很难取得持久的优势了，而服务却因其最直接、最有内涵、最富有感情并且最能体现个性的特点，显示出独特的魅力。越来越多的制造企业已经或正在认识到未来的竞争将是服务的竞争，从而，在制造企业中显现出了一个以客户服务为导向的竞争趋势。 本文主要运用客户管理理论和客户服务理论为基础，宏观上分析了目前电子通讯行业面临的现状以及主要存在的问题。目前的竞争十分激烈，因而企业必须实施客户管理，针对不同的客户分别采用不同客户管理策略。以莱尔德公司为例分别对各类客户的管理提出了管理策略。对大客户主要是培养客户的忠诚度，因为大客户是企业发展的命脉，只有维系好它，才能保证企业持续发展。潜在客户是支持公司长久发展的资源，一个公司要想持久保持快速增长，除了要管理好现有大客户，还要积极开发潜在客户，加强潜在客户管理。这对电子通讯企业采取相应的营销策略具有实际借鉴意义。 关键词：客户管理 大客户 潜在客户
英文摘要：	Abstract Electronic company develops crazily since 2000,this brings development of electronic product. Many foreign companies invest in China, and push China electric market grows. The market is full and competition is very seriously. In this environment who can manage customer better who can control customer. Keep old customer is much easier than penetrate new customer, and the profit is much higher. Customer Management can push company to a wonderful market. We need know how to keep good customer who can bring much benefits for us. We also need open out many new customers. Today, with service playing more and more important role in economic society, not only service industry develops fast, also service activities are playing much more important role in the manufacture enterprises. Nowadays in the market, with the mass supply of goods, the sameness of products is rather intensified. Especially at the industry with mature technology, Competition relaying on price and quality can not maintain too much advantage. Simultaneously, service is displaying unique charm because of its specific characters such as direct, meaning and human kindness. More and more manufacture enterprises have recognized or are recognizing that the competition of future is the competition in service, which results that the competition tendency is emerging as service-orientated competition. This text mainly uses customer management theory and customer service theory. Analyzing the electric market in China and the main problems we meet. Today’s competition is very serious, so company has to manage the customer effectively and take different action to manage them. Laird is a sample to explain how to manage customer base on different customer. According to Key customer, we mainly train their loyalty as they are the most important source of us. They can help us develop quickly. Besides this, potential customer is also significant because they keep us develop continually. This is very important for electric company to take relative marketing tactics. Key Words: Customer Management, Key Customer, Potential Customer
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