BOSCH汽车技术事业部大客户关系管理模式研究

【作者】 方向；

【导师】 龚艳萍；

【作者基本信息】 中南大学 ， 工商管理， 2008， 硕士

【摘要】 由于市场竞争越来越激烈,客户资源已成为企业必不可少的核心资源,客户需求日益多样化和个性化。他们要求产品和服务能够体现其特殊的感受和需求。在这种背景下,客户关系管理应运而生。客户关系管理是以客户为中心的营销整体解决方案,其重点是在于赢得客户,细分出对企业最有价值的客户——大客户,并实施差别的营销,从而赢得市场竞争,获得丰厚的市场利润。在当今市场竞争日趋激烈的情况下,大客户具有消费高、社会影响大等特点,是企业重要的收入和利润来源,对其营商业绩的影响越来越大,已经成为企业的竞争焦点。为了充分应对激烈的市场竞争,有效的保有大客户,并不断挖掘潜在大客户,巩固和扩大大客户市场份额,企业需要对大客户的营销服务工作提出具有前瞻性发展战略,围绕大客户制定发展战略,提出针对大客户的营销服务措施,为大客户提供科学的营销服务决策管理。本文主要是通过理论和实践相结合,围绕BOSCH汽车技术事业部大客户关系管理模式的现状展开的。首先说明了论文写作的背景和意义以及本文研究方法与思路,并对论文涉及的大客户管理理论、客户关系管理理论以及顾客让渡价值理论进行了阐述,为文章的理论框架的建立奠定坚实的基础。然后,对BOSCH汽车技术事业部大客户的范畴进行了界定,并对BOSCH汽车技术事业部大客户关系管理的现行模式进行了描述,从六方面重点论述了BOSCH汽车技术事业部大客户管理存在的问题。进而阐述了其市场细分、管理组织机构和管理服务体系,基于这些问题分析了其产生的主要原因。最后,运用客户关系管理相关理论,分析BOSCH汽车技术事业部大客户管理存在问题原因的基础上,指出了BOSCH汽车技术事业部大客户关系管理模式优化的具体指导思想和原则,结合BOSCH汽车技术事业部实际提出了大客户管理团队再造和管理的策略和措施。更多还原

【Abstract】 Customer’s resources become the absolutely necessarily kernel sources of enterprise with keen competition of market. Nowadays, customer’s demands becoming increasingly diversify and personalized, which they claim that their special receives and demands can be embodied in the products and service. Under the circumstance, the customer relationship management comes out as a consequence. The customer relationship management is the entire marketing solution focus on arranging the customers, whose point is to win the market competition and acquire big market profits, by lying in winning customer, Subdividing the most worthy customer to the business enterprise, and carrying out a difference marketing to the big customer.For replying the vigorous market competition well, keeping effectively and scooping out latent and big customer continuously also, make stronger and extend the market quota of big customer, there requires to put forward a forward-looking development strategy for big customer’s marketing service work, advance marketing service measures for big customer surrounding bit customer developing strategy, and provide the marketing service of scientific decision-making management for the big customer.The thesis put forward explicit an optimized solution of big customer management model. With combining the managing big customer theories with the practices of Hunan United Telecommunications Corporation Limited.This text is totally divided into six parts:The first part introduced to textual purpose and meaning, and method of study and thinking.The second part elaborate the customer relationship management and the studying present conditions at home and abroad, set out from the related theories and giving broad overview of the research cultural heritage. The third part definite the area of its customer and elaborates its subdividing market, organization and service system, which is based on a brief introduction of the customer pattern of Hunan United Telecommunications Corporation Limited.The forth part indicates guidelines and principle of the optimized mode of customer relationship management based on the analyzing the problem existing in the big customer management of Hunan BOSCH Technical Services Division.And put forward the strategy and measure of reforming the big customer manages staff and optimized management mode based on the practice of BOSCH Technical Services Division.This text analyses the current big customer management of BOSCH Technical Services Division with the data and related information investigated on the spot for foundation. And bring forward replying measure to actuality of the Unite, which will provide a reference to the customer operation of BOSCH Technical Services Division.更多还原