工业品大客户购买行为研究——以船用柴油机为例

江苏科技大学硕士学位论文工业品大客户购买行为研究——以船用柴油机为例姓名：管连龙申请学位级别：硕士专业：企业管理指导教师：吴见平20080101I-----III----ABSTRACTIResearchonKeyAccountPurchasingBehaviorinIndustrialProductABSTRACTAlongwiththeglobalintegrationtendencyenhancement,Chinahasgraduallyformedthedevelopmentorientationoftheworldmanufacturingcenterintheglobaldivisionoflabor.Becausethedifferenceamongtheenterprise‘sproductandservicegetsmaller,butthecustomerrequestmorepersonalized,thedemandofkeyaccountpresentsthecomplexandchangeabletendency,thecompetitionamongenterprisebecomesmoreandmoreintense,particularlyinkeyaccountwhohasthesignificantstrategicsensefortheenterprise’ssurvivalanddevelopment.Sowelistenattentivelytothekeyaccountonthissituation,analyzingtheirpurchasingbehavior,positivelycreatingvalueforthem,whichhavetheextremelyvitalpracticalsignificance.Howtodistinguishkeyaccount?Howtounderstandthetruedemandofthekeyaccountandfollowthechangeofthemarket,winandmaintainthekeyaccount?Torightlyanswerthesequestionshasgreatlypracticalsignificanceineffectivelydevelopingthecustomerrelationsfortheindustrialproductenterprise.Thearticleintroducesbrieflyinthefirstchapterthebackgroundandsignificanceofstudy,themeans,theframeandtheinnovationspotofthepaper,reviewingdomesticandforeignpurchasingbehaviortheoryoforganizationwehave,andcarryingonthecomparativeanalysisonmainmodels,thenwechoosetheWebsterandWind’smodelasthetheoryfoundation.Inthesecondchapterweanalyzethecurrentindustrialproductmarketingsituationandtheexistentquestions,theindustrialproductmarketingenvironmentaswellastheindustrialproductprofessionmarketcharacteristicsandthemarketingcharacteristics,thenproposingthesuggestionswhichmakethesalestrategyonthebasisofstudyonmarketdemandandcustomerpurchasingbehavior.ThepaperinthethirdchapteranalyzespurchasingbehaviorofkeyaccountusingtheWebsterandWind’smodel,mainlyfromfollowingfiveaspects:thecharacteristicofpurchasingprocess,thepurchasingtype,theinfluencefactorofpurchase,decision-makingprocessofpurchaseaswellashowtodistinguishthekeypurchasingpolicy-maker.Meanwhilewecarryonthebasiclimitsregardingthekeyaccount,discbasedontheWebsterandWind’smodelusingthemethodwhichsubdividesthecustomer,analyzingunderlinedhowtodistinguishestheessentialpolicy-makerofthekeyaccountpurchase.Thepaperinthefourthchapterintroducesfirstlytheprofessionbackgroundofthedieselengineforship,thenanalyzesitsmarketenvironmentandpurchasingcharacteristicofkeyaccount,andproposeskeyaccountpurchasingdecision-makingmodelinindustrialproductbasedontheWebsterandWind’sABSTRACTIImodel,takingdieselengineforshipforexample,onebyoneanalyzestheinfluencefactorssuchasenvironment,organization,interpersonal,individualandsoon,combinedwiththedieselengineforshipofkeyaccountcharacteristic,joiningfactors:psychologicalfactoranalysisandshipsprofessionuniqueprofessionbackground.Thenweproposedecisionvariablessuchasbrand,quality,price,relations,purchasingurgency,deliveryintime,andpost-saleservice,creditandstrength,andanalyzeespeciallyhowtodistinguishtheessentialpolicy-maker.Thenwedesignthequestionnaireinthefifthchapter,analyzetheprofessionofdieselengineforshiptoexpandblindlytheoutputinshort-term,over-protectedfromthestate,withouteffectivemarketingstrategyandsoon.Thenweproposethekeyaccountmarketingstrategies:segmentationstrategybasedonthecustomerpurchasingbehavior;businesslocalizationstrategy;usingrelationsmarketing’srecommendationchannelandtheinfluencingfactormarkettodevelopthenewmarket;thecost-superioritystrategytoexpandtheinternationalmarketshare,whichwillhelpsalesandcustomerrelationsmaintenance.Finallythepaperdrawstheresearchconclusionandtheforecast:webrieflyoutlinethepaper’sresearchachievementandtheinnovationpoints,andproposethepaper’sresearchdeficiencyandtheforecast.Thecreationsofthepaperlieintwopoints:oneistorevisethemodelofWebsterandWind,makingitmorefitforthestudyonindustrialproduct,especiallydieselengineforship;thenextistoproposethecorrespondingmarketingstrategiesbasedonthestudyoncustomerpurchasingbehavior,whichhelpstheenterpriseofdieselengineforshipsales.Thisarticledrawstheconclusionasfollows:thecurrentdieselengineforshipisattheextremelyboomingstage,basicallyinshortofdemand;thegeographicalpositionisquitecentralizedandprotectedheavilybythenationalpolicy;theprofessionresearchanddevelopmentinvestinsufficiently,withoutindependentbrandandpatentconsciousnessisquitelight,restrainedbytheoverseastechnicalmonopolyintechnology;blindlyexpandingtheoutputinshort-term,withouteffectivekeyaccountmarketingstrategy;thinkinghighlyofthelong-termsupplyrelationsandthepriceinthekeyaccountsales,lessvaluedinproductquality,post-saleserviceanddeliveryintime;theeffectivemarketingstrategyshouldbesetuponthebasisoftheanalysisofcustomerpurchasingbehavior;Whenanalyzingthecustomerpurchasingbehavior,wemustanalyzeboththemaininfluencingfactorandtheessentialcharacter'sfunction;thekeyaccountpurchasing-decisionanalysismodelestablishedwillhavecertainguidingsenseespeciallyforthedieselengineforshipcompanymarketing,alsoenrichingthepurchasingbehaviortheoryoforganization.Keywordsindustrialproductkeyacc