【作者】 冯静；

【导师】 宫小全；

【作者基本信息】 北京交通大学 ， 工商管理， 2008， 硕士

【摘要】 市场经济的本质就是竞争,而竞争的实质就是对资源的占有。随着客户经济时代的来临,客户成为企业取得竞争优势的关键甚至是决定性的因素,成为企业间争夺的主要资源,客户管理随之成为企业的必修课程。企业应该如何将有限的人力、物力和财力资源应用到客户管理中来,大客户管理为企业解决资源配置提供了理论依据,因此,大客户管理变得极其重要。而目前,国内众多企业的大客户管理仅停留在表面,观念没有深入,体系不够健全,管理方法不够科学,这些严重影响了企业的竞争能力,甚至影响到企业的生存和发展。本文以中国市场上已经开始或即将开始着手实施大客户管理经营策略的IT分销企业为研究对象,从中国IT分销企业所面临的市场环境和行业特点出发进行了深入的研究。研究目标主要是解决三个方面的问题:一是研究哪些因素影响了IT分销企业推行大客户管理策略;二是研究哪些大客户管理模式适合中国目前的IT分销企业;三是通过实际案例的应用说明这些大客户管理模式在IT分销企业应用的可行性。本文首先基于学术文献和国际领先企业最佳实践的研究,对有效实施大客户管理策略的关键要素进行了总结。然后从中国IT分销企业大客户管理现状入手,归纳出影响企业推行大客户管理的六个因素。在文献研究和案例分析的基础上,结合案例研究的方法,提炼出适合中国IT分销企业的参考对策,最后,本文将分析方法和研究结论应用到北京怡华公司、阳光金网公司和神州数码公司三个具体的案例中,为中国IT分销企业的大客户管理营销策略提供了实用方法,具有实际指导意义。本文在研究的过程中充分考虑到中国企业的具体特性,采用了从实践中总结出理论体系,并应用到实践中去的方法,使研究紧密结合中国企业的实际状况,建立可指导实际操作的大客户管理模式,实现了研究的创新。更多还原

【Abstract】 The essence of market economy is competition. The essence of competition is appropriation of resources. Along with the coming of customer economy, customers become the most important asset of corporation and you’ll be the winner if you occupy the key customers. Customers Relationship Management (CRM) becomes the significient part of management system. How to assign limited resources? Key account management will help corporation to distribute their limited resources more efficiently.This thesis select China IT distribution enterprises that have done or are implementing key customers management as this paper study objective to lucubrate through the marketing environment and industry characteristic that enterprises are facing. In this thesis, we try to answer three questions: firstly, what kind of factors affect mostly the implementing key customers management in IT distribution enterprises; secondly, which kind of patterns are most suitable for China IT distribution enterprises; the last, the application of real cases show that the mode of key customers management is feasible in China.Firstly, this thesis concluded the key factors of implementing key customers magagement, through the practice study based on scholorship and developed enterprises. Afterward, we indicate the six factors that affect implementing key customers management through analyzing the application conditions of key customer management. Based on cases analysis, and combined case study, the paper give referable pattern and practical guideline for IT distribution enterprises. Finally, we apply study results to two concrete Chinese enterprises. The practical application gived the concrete methods and guide to implement key customer management in China IT distribution enterprises.This thesis considered the circumstance of China enterprise, using the methods that we summary theory system based on studying practice and then apply this theory to guide enterprise practices. This study build effective mode of key customer management, and realize the innovation of study.更多还原