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HAM公司大客戶滿意度下降的原因與對策研究

來源: www.dcfrg.com.cn 作者:vicky 發布時間:2016-04-07 論文字數:41187字
論文編號: sb2016032513384515407 論文語言:English 論文類型:碩士畢業論文
本文是市場營銷論文,本文通過針對 HAM 的大客戶銷售增長放緩和在客戶的銷售占有率下降的原因進行了詳細分析, 對大客戶管理的界定和對企業大客戶管理存在的主要問題進行分析。

ChapterⅠ Introduction

 

1.1 Background

Epoxy  resins  are  generally  refers  to  organic  molecules  containing  two  or  more epoxy  groups,  except  for  a  few, but  they  are  not  high  relative  molecular  mass.  The molecular structure of epoxy resin based on molecular chain containing epoxy groups for lively characteristics of epoxy groups may be located at the end of the molecular chain, in the middle or into a ring structure. Since the molecular structure contains a lively  epoxy  groups,  so  that  they  can  react with the  cross-linking  various  types  of curing  agents  to  form  insoluble  polymer  having  three  to  mesh  structure. Molecular structure of a polymer compound containing epoxy groups collectively referred to as an epoxy resin. The cured epoxy resin has excellent physical and chemical properties, its surface of the metal and non-metallic materials having excellent adhesion strength, good  dielectric  properties,  variable  set  small  shrinkage,  good  dimensional  stability, high hardness, Flexibility is good, and most of the solvent on a stable base, which is widely  used  in  various  sectors  of national defense,  national  economy,  for  pouring, dipping, laminating materials, adhesives, coatings and other purposes.

According  to  statistics,  in  2013  global  production  reached  2.3  million  tons  of epoxy  resin,  epoxy  resin  2015global  production  will  reach  2.5  million  tons;  The Status  of  epoxy  resin  industry  has  learned  from  the  domesticmarket,  China's consumption of epoxy resin more than 40 percent of global consumption. China has become the world's largest consumer market in the epoxy resin. It is predicted that the next  few  years,  China's  demand  for  epoxy  resincompound  annual  growth  rate  can reach 10% in 2015 demand will reach 1.3 million tons, accounting  for over 50% of the global epoxy consumer market.

?Good KAM is an effective means to seize enterprise KA. Account Management is  to  provide  customers  with  qualityproducts  and  quality  service,  in  order  to  meet their  individual  needs,  so  as  to  establish  long-term,  stable,efficient  and  harmonious cooperation between KAs.

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1.2 Purposes and Significance

According to the Chinese report released hall 2014--2018 China's Epoxy Resin Industry Development Forecast Report shows that the current domestic production of epoxy resin enterprises have more than 100 small average size of 100,000 tons above the  level  of  enterprises  have  four,  50,000  tons  enterprise  level  and  above  have  12, whilespecial  epoxy  resin  manufacturers  less,  less  than  10,  and  most  did  not  realize the  scale  of  production,  epoxyresin  production  enterprises  bigger  and  stronger difficult, mainly because of the high pollution cost, small companies cannot develop in a short time. "Twelve Five" period, the national cleaner production in an important position  in  thefuture  under  the  dual  pressures  of  national  policies  and  market competition,  epoxy  resin  industry  will  have mostof  the  closure  of  small  and  micro enterprises  are  facing  difficulties,  the  elimination  of  backward  productioncapacity, increase Industry concentration is the future trend of epoxy resin industry.

Faced with domestic economic growth decline, investment and exports decline, weak demand, overcapacity serious, traditional manufacturing industry has ushered in a  survival  of  the  fittest  reshuffle  action,  industry  concentrationfurther  increased  the importance  of  KA  sales  is  growing.  In  this  context,  traditional  manufacturing companies need to adopt measures to improve the loyalty of KAs, reduce the loss of KAs. This paper analyzes HAM KA sales and market share decline was due to take appropriate measures with a large customer management theory, the ultimate goal is to solve the traditional industries and enterprises for sustainable development, as well as how to improve the competitiveness of enterprises to provide a reference for other companies. 

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Chapter  Ⅱ  Literature Review

 

2.1 Core Concept

2.1.1 Relationship Marketing 

Professor Leonard  L  Berry, Texas A & M University in 1983, in a report in the American  Marketing  Association's earliest  relationship  marketing  has  made  the following  definition:  "Relationship  Marketing  It  is  to  attract,  maintain and  enhance customer  relationships,  "in  1996  and  give  a  more  comprehensive  definition." Relationship marketing is to identify in order to meet business goals and stakeholders carried out to establish, maintain and promote relations with consumers’ procedure, if necessary,  terminate  the  relationship  only  through  exchange  and  commitment  to achieve.  "Industrial marketing specialist Barbara B Jackson (1985) described as "relationship  marketing  focus  onattracting,  developing  and  retaining  customer relationships." from the relationship marketing industry marketing. Morgan and Hunt (1994) understand the relationship marketing from the economic and social exchange differences  thatthe  relationship  marketing  "is  intended  to  establish,  develop  and maintain  relations  campaigns  exchange."Gummesson  (1990)  from  the  competitive network  is  defined  relationship  marketing,  believes  that  "the  market  isseen  as relationship marketing on relationship, interaction with the network."

?2.1.2 Customer Relationship Management

?CRM is defined: corporate use appropriate information technology  and  internet technology  to coordinate the interaction between enterprises and customers in sales, marketing and services, so as to enhance their management, to provide customers with innovative personalized customer interaction processes and services. Its ultimate goal is to attract new customers, will retain old customers and existing customers into loyal customers.

..................

 

?2.2 Base Theory

2.2.1 Transition among 4Ps-4Cs-4Rs

Professor  McCarthy,  American  Marketing  scholars  made  famous  4P  marketing mix strategies, namely Product, Price, Place and Promotion in 1960’s. After long-term development, it has appeared 6P, 10P, but the core is still the 4Ps.

?4C theory was advanced by the American Marketing expert Professor Peng Laut made in 1990; it is consumer demand, re-set the four basic elements of the marketing mix:  the  Consumer,  Cost,  Convenience  and  Communication.  Itstressed  that companies  should  put  pursuit  customer  satisfaction  in  the  first  place,  followed  by efforts to reduce customer acquisition cost, then the customer should be fully aware of buying process convenience, and not from a business to determine the sales channel strategy,  finally  it  should  also  be  consumer-centric  implement  effectivemarketing communication. Compared with the product-oriented theory 4P, 4C theory have made great progress and development, it attaches to customer-oriented to pursuit customer satisfaction as the goal, which is actually more of today's consumers in the marketing initiative in the market for Habitat business imperative.

?At the beginning of the 21st century, "4R Marketing" author Elliot Berg ? Aydin proposed  4R  marketing  theory;  he took4R  theory  of  relationship  marketing  as  the core, focusing on  establishing customer loyalty.  It describes the four new marketing mix  elements:  the  Relativity,  Reaction,  Relation  and  Retribution.  4R  theory emphasizes  the  businessand  customers  in  a  dynamic  market  changes  in  long-term interactive relationship should be established in order to prevent customers loss, has won a long-term and stable market; secondly, in the face of rapidly changing customer needs, enterprises should learn to listen to customer feedback, timely search, find and tap  the  desire  anddissatisfaction  of  customers  and  their  evolution  may  occur  while ?establishing  a  rapid  response  mechanism  torespond  quickly  to  market  changes; should  establish  long-term  and  stable  friendship  between  enterprises  andcustomers, from sales into realization responsibility and commitment to customers, customers to buy again and to maintain customer loyalty; enterprises should pursue market returns and market returns as enterprises to further develop and maintain a relationship with the market and a source of power.

?2.2.2 Relationship Marketing Theory

?

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Chapter  Ⅲ  Case Description ............... 27

3.1 Background Introduction of HAM ............. 27

3.1.1 HAM Profile ........... 27

3.1.2 HAM KA Market Situation ................... 28

Chapter  Ⅳ  Case Analysis ....................... 33

4.1 Analysis of 4Rs Marketing Theory Application in HAM ............... 33

4.1.1 Relevance ............. 33

4.1.2 Reaction .............. 34

Chapter  Ⅴ  Suggestions................. 48

5.1 Build KA Relationship Marketing Environment ....... 50

?5.1.1 Establish System Environment .................. 50

 

Chapter Ⅴ Suggestions

 

?5.1 Build KA Relationship Marketing Environment

?Hu Yong pointed out, KAM is not a short-term driving force of sales, its core is to build relationships, but this takes time. For this reason, KAM should not be seen as a  marketing  plan,  and  a  plan  should  be  viewed  as  a  whole  andrelated  company, emphasizing the common goals and interests of customer partnerships. In a nutshell, KAM is to establish long-term to maintain good customer relations.

?To  this  end,  HAM  may  establish  specialized  KA  service  team,  team  members complement  each  other  andpromote  each  other,  have  the  ability  to  perform cross-functional departments, to establish convenient and effective linkages with KAs, to ensure that KAs to provide timely and thoughtful services.

?5.1.1 Establish System Environment

?Account  management  is  a  systematic  project,  involving  business  philosophy, business strategy change, related to the various departments of enterprises, all aspects of the business process, requiring enterprises to establish technical means for timely information  exchange  and  information  processing,  and  therefore  ,  HAM  should establish KA relationship marketing to match customer-centric system more flexible organizational structure, resources devoted to aspects of the organization to best meet customer  needs,  and  to  implement  the  evaluation  system,  salary system,incentive regime  customer-centric  thinking.  Manufacturing  sector  make  a  good  quality.  HR staff  to  train  high-quality  level  of  service  completed.  Sales  department,  finance department,  the  transport  sector  should  becustomer-focused  organization.  Business KA management lacks systematic and normative. Build KAM unit, and give it certain rights  assessment,  scheduling  rights  will  help  to  improve  the  management  of  KA confusion.

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?Chapter  Ⅵ  Conclusions and Prospect

 

6.1Conclusions

Conduct eight law 20% of KAs made 80 percent of sales. In a customer-oriented marketing  era,  KAs  are  corporatecustomers  strategic  and  KAM  is  the  focus  of customer relationship management. Enterprise KAM is the focus on KAs on the basis of positive strategic coordination activities within the enterprise expanded outside its core  is  now  toretain  KAs,  providing  products  and  services  with  KAs  to  maintain long-term conduct relations on the basis of marketing activities to achieve corporate marketing  objectives.  Because  KA  had  a  high  customer  value  andinfluence  in corporate customers, HAM should be KA-centric, to take the project team or form a team  to  provideadded  value  to  KAs,  personalized,  increase  KA  satisfaction  and loyalty,  cultivating  good  KA  relations  to  enhancemarketing  efficiency  and effectiveness of marketing strategies by KAs.

?In this paper, the author takes HAM as a case, studies HAM company to explore KA  churn  problem,  the  need  fortraditional  industrial  production  enterprises  to implement  KAM  analysis  and  customer  sales  share  fell  proposedstrategies  to  deal with  the  problem:  Build  Customer  Relationship  Management  Environment  improve the  level  ofcorporate  information  and  conduct  detailed  market  research  and  KA market  segments,  continuous  improvementand  KA  relations.  Steps  proposed countermeasures  KA  development  and  account  management  to  be  taken,study  the practical  problems  that  occur  during  kAM  and  resolution  in  terms  of  policy recommendations.

?reference(omitted)


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