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论文编号：	8920
作者编号：	2120142920
上传时间：	2016/12/10 13:06:35
中文题目：	FD公司包装印刷设计软件产品基于客户的关系营销策略研究
英文题目：	Research on customer’s relationship marketing strategies of packaging and printing design software product of FD company
指导老师：	杜建刚
中文关键字：	关系营销；包装印刷行业；软件
英文关键字：	relationship marketing; packaging and printing industry; software
中文摘要：	基于客户的关系营销又叫做“客户关系”营销，是指获得、建立和维持与客户紧密的长期关系，令客户对品牌供应商建立信任的关系并推动再次购买（以下简称其为“关系营销”）。本文将依托于作者工作多年的FD公司，立足于FD公司包装印刷设计软件产品（以下简称FD设计软件）的国内市场营销现状，从关系营销的角度提出现存的问题及与之对应的解决方案和保障措施，本文本着理论结合实际的宗旨，旨在以FD公司包装印设计刷软件产品为实例，提出目前关系营销策略中存在的问题并进行分析研究，最终给出营销策略和完善建议以改进实际中的营销工作。论文共分为七章。第一章首先讨论文章的研究背景、研究框架、研究目的等；第二章会对论文所涉及到的理论进行回顾；第三章开始以FD设计软件为实例，分析其所处的环境；第四章会总结FD设计软件客户细分办法以及在关系营销策略的实施过程中所存在的问题；第五章将根据上文提出的问题分为客户开发、客户管理、客户保留、激活新的销售增长点四节提出关系营销策略解决方案；第六章提出关系营销策略实施的相应保障措施；第七章对论文给出整体结论并总结研究不足。 FD公司是国内一家大型软件公司，其所在的FD集团依托国内著名大学。FD公司包装印刷事业部在2008年开始向市场推出专业包装印刷印前整理软件，提供包装印刷印前设计所需的辅助功能，其产品核心价值为大幅度提高设计工作效率和降低出错风险。作为一款典型的B2B工业消费品，FD设计软件一直以来实施以关系营销为导向的营销策略，在实施的过程中积累了经验也遭遇到许多问题，论文旨在基于现存问题提出解决方案，令FD公司找到可以长期赢得客户，提升市场竞争力的方法。环境分析中运用了PEST、波特的五力模型、SWOT工具；关系营销的相关理论中明确了本文的主体理论——关系营销的定义、本质及基于客户的关系营销基于传统4P营销理论的演变；在关系营销策略部分主要从定制化营销策略、客户细分策略、客户满意度策略、客户忠诚度策略四大方面进行理论支持。 PEST分析可以得出我国整体大环境有利于软件行业持续稳定发展。波特的五力模型分析得出结论——FD设计软件的主要竞争威胁来自于替代者传统手工设计和同行业的三类竞争者。SWOT分析得出结论——FD设计软件的优势源自品牌、内部资源、外部渠道；劣势在于产品组合的缺乏；威胁源自竞争对手的低价策略冲击；机会存在于主体客户行业领域的政策利好。 FD设计软件将客户分为金银铜三个层级，并以此为依据优化营销成本向不同层级的客户提供不同的关系营销策略，而客户层级划分的方法除了考虑到客户销售额贡献度——现有价值，也考虑到客户的行业地位、企业性质、产业领域等——潜在价值，FD公司设计了兼顾现有和潜在价值的细分模型进行层级划分。FD设计软件在实施关系营销策略多年的过程中，暴露出营销成本投入不足、定制营销针对性欠缺、客户管理数据库功能有待提升、缺乏客户退出管理、产品组合缺乏的现存问题，这些问题也是新的关系营销策略提出的依据。关系营销策略的提出按照客户开发阶段——客户管理阶段——客户保留阶段——激活新的销售增长点四部分的内容展开。其中在客户开发阶段，本文设计了FD设计软件从组织结构、客户体验、定制营销、促销政策、品牌建设几个方面按照金银铜不同的层级实施相应的关系营销策略。在客户管理阶段，本文提出了FD设计软件从售后服务、售后回访、客户活动三个方面对金银铜客户提供不同的关系营销策略。在客户保留阶段，本文首先从客户忠诚度提升方面给出三方面策略建议：FD设计软件须通过客户层级和重复购买率识别其核心客户并给出产品和服务清单上所没有的服务以进一步提升这部分客户的满意度和忠诚度；在提高客户转换成本方面可以从程序成本、财务成本、关系成本三方面提升客户转换供应商的成本以提高客户忠诚度； 同时也要不断提升内部员工的忠诚度和服务质量以保障客户对服务的满意度。在客户保留阶段，本文还建议FD设计软件团队进一步改善其投诉管理并引入退出管理。在激活新的销售增长点部分，本文建议FD设计软件团队通过自主研发、集团内部合同、行业企业合作来丰富其产品组合，实现硬件、软件、耗材产品齐全的综合性解决方案，以期可以令关系营销策略导向下建立良好关系并具备品牌忠诚度的客户资源能够有效转化。在保障措施部分，针对前文中提出的关系营销策略从人才、组织、系统三个方面给出建议。首先用岗位说明书定义客户经理、客户经理管理者、技术支持工程师的工作职责；其次提出用矩阵式的项目管理组织结构保障客户服务团队的工作效率，同时提出用结构严谨的绩效考核激励制度保障客户服务的质量；第三是FD设计软件的信息系统保障，包括销售漏斗模型的CRM客户管理系统以及包含需求库、bug库、加密锁数据库的产品管理系统进行系统上进行产品相关信息管理。本文的研究结论为——FD设计软件作为一款依托国内知名企业品牌，具备良好市场竞争力的典型B2B商业品产品，实施以客户满意度为导向的关系营销策略应是企业长期不变的营销方针。在关系营销未来的实施中，FD设计软件需要将客户的潜在价值考虑进来进一步细分， 并且在客户开发、客户管理、客户保留阶段按照不同层级的客户对应不同的关系营销策略以最优化企业的营销成本，同时良好的客户关系所积累下的客户资源需要更加丰富且后继有力的产品组合的大力支持以实现资源的转化，同时FD公司须从人才、组织、系统三方面保障关系营销策略的顺利实施。
英文摘要：	Relationship marketing based on customer is also called "customer relationship marketing"(hereinafter referred to as "relationship marketing").It means establishing and maintaining long-term and close relationship with customers, and making customers establish trust for brand suppliers. This paper will rely on FD packaging & printing design software (hereinafter referred to as FD design software) developed by FD Company in which the author worked for many years. This paper will research on present domestic marketing situation of FD design software, put forward the existing relationship marketing problems of FD design software and propose the corresponding analysis, finally give suggestions to improve the relationship marketing strategies. This paper is divided into 7 chapters. The first chapter proposes the research background, research framework, research purpose; the second chapter reviews the theories will be involved in the paper; the third chapter make analysis of the marketing environment of FD design software; the fourth chapter summarizes the method of customer segmentation and the existing problems in relationship marketing strategies of FD design software; the fifth chapter proposes the relationship strategies for 4 stages including customer development stage, customer management stage, customer retention stage and activating the new growth of sales; the sixth chapter puts forward the corresponding measures to guarantee the implementation of relationship marketing strategies; the seventh chapter of the paper gives a general conclusion and summary of research insufficient. FD Company is a large software company, which is from the FD group, relying on a domestic famous university. FD packaging & printing department launched a professional packaging & printing prepress processing software in 2008, the key value of this product is greatly improving the design efficiency and reduce the risk of error. As a typical B2B industrial product, FD design software has been implemented relationship marketing strategies for many years. In the process of implementation FD Company has accumulated a lot of experience meanwhile has also encountered many problems. The thesis will base on the existing problems and put forward solutions, so that FD Company could find more long-term customers and enhance the market competitiveness. Environmental analysis uses PEST tool, Potter's five forces model, SWOT tool; Related theories of relationship marketing define the subject theory of this article: the definition, essence and the evolution of customer relationship marketing compared with the traditional 4P marketing theory; In the part of relationship marketing strategies, there are four aspects including customized marketing strategies, customer segmentation strategies, customer satisfaction strategy, customer loyalty strategies. PEST analysis can be concluded that China's overall environment is conducive to the sustainable and stable development of the software industry. Analysis of Potter's five forces model points that the main competitive threats are from three kinds of competitors in the same industry with FD design software and traditional method of manual designing. SWOT analysis concluded that FD design software’s advantages derived from the brand, internal resources and external channels; the weakness is the lack of product portfolio; the main threat cones for low price competition strategy from other competitors; the opportunity comes from the support policy proposed by China government for flexo-printing industry. FD design software divides their customers into three levels of gold and silver and copper, so as to optimize the marketing costs and provide different relationship marketing strategies for different levels of customer. In addition to considering customer sales contribution -- the current value, the method of customer level division also take the scale of the customer, the nature of the enterprise, industry and other potential value into account. FD design software has implemented relationship marketing strategies for many years and exposed many problems, including the lack of marketing cost, the lack of untargeted customized marketing，the lack of CRM and so on. These issues are also the basis for the new relationship marketing strategies. Relationship marketing strategies is put forward according to four parts of the content: customer development stage - customer management stage - customer retention stage - to activate the new sales growth. In the customer development stage, this paper proposes several strategies on organizational structure, customer experience, customized marketing, promotion policy, and brand building, in accordance with the different levels of gold and silver copper to implement the corresponding relationship marketing strategies. In the customer management stage, this paper puts forward the strategies on after-sales service and returns visit, customer activities. According to gold and silver copper customers, provide different relationship marketing strategies. In the customer retention stage, this paper propose 3 recommendations to enhance customer loyalty: FD design software is required to identify its core customers through customer level and repeat purchase rates then provides better services to further enhance this part of customers’ satisfaction; Improving the Conversion Cost of customer from 3 aspects: processes costs, financial costs and relationship costs; At the same time, we should continuously improve the internal staff's loyalty and service quality to ensure customer satisfaction. In the customer retention phase, this paper also recommends that the FD design software team to further improve its complaint management and Customer Quit Management. In the activation of a new growth of sales, this paper recommends that the FD design software team should develop independent software products, enhance cooperation with internal contract of FD and other enterprises to enrich its product portfolio, to make more opportunities to purchase related products to the good-relationship customers. In the part of safeguard measures, the paper puts forward some suggestions on the relationship marketing strategies: talent, organization and system. First define the job responsibilities of the customer manager and director, the technical support engineer. Secondly, the project management organization structure is proposed to ensure the work efficiency of the customer service team, and put forward the rigorous performance appraisal and incentive system to ensure the quality of customer service. The third is the information technique system of FD design software, including CRM and product database. The conclusion of this paper is: Relationship marketing is the most suitable strategy for FD design software which is as a typical B2B commercial product. FD design software needs to consider the potential value of customers to make further subdivision for their customers. And take different relationship marketing strategies in accordance with the different levels of customer in the customer development, customer management, and customer retention stage. And extend product portfolio to make more opportunities to purchase related products to the good-relationship customers. FD company must ensure the successful implementation of the relationship marketing strategies from talent, organization and system safeguards.
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