轿车行业大客户及其管理的探讨

华中科技大学硕士学位论文轿车行业大客户及其管理的探讨姓名：万赤俊申请学位级别：硕士专业：工商管理指导教师：蔡淑琴20020426ISWOTIIAbstractAlongwiththedecreaseddifferencesofAutoproductsandtheviolentcompetition,thecustomers’moreandmoreindividualdemands,usingtheadvancedITandfocusingoncustomerarethemajormethodstogainmoreandmorecompetitionadvantages.BasedontheanalysisofthedevelopmentofChineseautoindustry,thisthesisreflectstheparticularityofthekeyaccountandtheimportancetoChinaAutoindustry.Therearemoredetailedresearchesonthestrategyofkeyaccountusingthetheoriesincludingservicemarketingandrelationshipmarketing.ThroughtheanalysisofthecharacteristicsofChineseautoindustry,andtheanalysisofSWOT,thisthesisstatesthatitissignificanttofocusonkeyaccount,andtoprovideperfectandindividualservicetothem.Anditalsocanimprovethecompetitionadvantageintheviolentcompetitionmarket.Atthesametime,thisthesisreviewsthedevelopmentofmodernmarketing,andthestudiesontheimportanceofkeyaccountmanagementontheperformanceofautoindustry.Basedontheanalysisontheproblemsofautomarketing,thisthesisgetsaconclusionthattheemphasisofresolvingtheseproblemsiscustomerrelationshipmanagement,andtheimportanceisthekeyaccountmanagementthisthesisanalyzesthereasonsofcustomerlosing,andtheaffectionontheautocompany.Finally,inordertohaveagoodmanagementofthekeyaccount,thisthesisputemphasisontheanalysisofhowtomanagethekeyaccount,anditputforwardsomeadvicesontheorganizationstructureandbusinessprocessKeywordsAutoindustryKeyaccountmanagementKeyaccountlosingMarketingexperience111.121,,,,,,,1998,60%,5,,28.1%,6.8%19961997710,199820,40%,,10,10,,(),1997,200615020102502(LCV)2006690200320030%2006440[1]1.2WTO31-1,1990(SFA)(CSS)1996SFACSS(Marketing)(Fieldservice)(CTI)(Sales)(Service)CRM1999CRMeBRM/eCRM[2]1.3SWOT1-1CRMSFACRMeBRM/eCRM1990199619994522.12.1.11992118100250199918370%5002.1.22000200162.2SWOT2.2.1(1)1)8%2)3)4)75)(2)1)2)2090[3]3)4)82.2.2(1)1)2)41[4]3)4)(2)91)2)SWOT1033.1[4](Ted.Levitt)(NEEDS)[5](OE:OperationEffectiveness)(PPTProductionPossibilityFrontier)1119574Ps(TroutJ&RiseA)4Cs(DonSchultz)(IMC-IntegratedMarketingCommunications)[6]2080IMP(theindustrialmarketingandpurchasing)/2090//3-1[7]123-1[8]3.23.2.120/80[9]20%80%20%20%13:()[10](1)1)2)3)4)(2)1)2)20/80[11]1)2)3)4)5)6),:141)2)3)4)5)80/201)2)3)4)305)6)15y1y2y3,y4y1:y11,y12Y2:Y21,Y22Y23Y3Y31,Y32Y4:Y41Y42V=(V1,V2,V3,V4)=()[12]3.2.21)CallCenter2)3)164)5)3.3(1)(2)176600056670.02%0.50%2%3%(3)(4)1898.5RobertE.Wayland&PaulM.Cole(1997)Fortune1000200(3-2)[12]3-238224632(110)7.05.719(3-1)(A)(B)3.43.4.1/[13]20(1)(2)(3)(4)(5).1)2)213)4)5)6)3.4.2”,(1)(2)(PB)(3)100%22(60%)(20%)(4)()IT()()1/511115:(A)(B)(C=AB)10D(D=10C)E=CD11C(33)AB100PBA110502.2A(50)BBA[14]3-3AB()BA()100501005050100P9949.599P10150.5101PB=1.02A904090P11056110PB=1.2A502550P15075150PB=3A233-43-4ODMOEM(25)“”2444.180/20(1)100%100%(2)“”“”25“”“”“”“”“”[15](3)“”“”“”(4)(5)”26“”5%25%85%20%80%(1)[16]2712(2)STP,[17]1)2)3)(3)(4)28(5)(6)MBA291)2)3)4)5)4.2.[19]12330(1)31[19](2)4.3(1),32[20]1)2)3)334-24-2(2)2/,342/30030-50%35!36[2].:,2002.03[2],..:,2002[3]Cartwright.R.,..:,2001[4]..,2005.3.14[5]..,2004(02):38-39[6]...:,1990[7]..:,2000[8]..,2004(9):38-39[9],..,1999(6):12-14[10]..,2005(4):50-51[11],..,2004(2):49-53[12],..,2004(9):106-108[13]...:,1998[14]...:,2001[15]..,2004(3):58-59[16]..,2004(2),30-32[17].,.,...,2005(4):90[18]..:,2003[19]..,2004(4):9-11[20].().,2004(7):65-6737[21].().,2004(8):61-63[22]..,2001(9):30-33[23]..,2005(1):39[24]..,2001(12):29[25]..:,2004[26].——.:,2003[27]Ellinger,AlexanderE,Daugherty,PatriciaJ.Customersatisfactionandloyaltyinsupplychain:theroleofcommunicationTransportationResearch,PartE:logisticsandTransportationReview,1999,35(2):121-134[28]Shoemaker,Stowe,Lewis,RobertC.CustomerLoyalty:thefutureofhospitalitymarketing.InternationalJournalofHospitalityManagement,1999,18(4):345-370[29]ChristopherMG.TheCustomerServicePlanner.ButterworthHeinemannOxford,1992[30]CarlzonJ.MomentsofTruth.Ballinger,NewYork,1987[31]SterlingJU,LambertDM.EstablishingCustomerServiceStrategieswithintheMarketingMix’.JournalofBusinessLogistics,1987(1):1-30[32]GilmourP.CustomerService:DifferentiatingbyMarketSegment.InternationalJournalofPhysicalDistribution&MaterialsManagement,1982(3):37-44[33]FrederickJ.IndustrialMarketingPrentice.Hall,NewYork,1998[34]PineBMass.Customisation:TheNewFrontierinBusinessCompetition.NewYork:TheFressPress,1993[35]Abrams,Bill.MoreFirmsUse“800”NumberstoKeepConsumersSatisfied’.WallStreetJournal,1983(April7):31[36]BenderPaulS.DesignandOperationofCustomerServiceSystems.NewYork:AMACOM,1976[37]CzepielJohnA.ManagingConsumerSatisfactioninConsumerServiceBusiness.38CambridgeMass.:MarketingScienceInstitute,1980,800-107[38]FenvessyStanleyJ.KeepYourCustomers.Homewood,1976[39]Kotler,Philip.WhatConsumerismMeansforMarketers.HarvardBusinessReview,1972(May):48-57[40]LaBarberaPriscillaA.,LarryJ.Rosenberg.HowMarketingCanBetterUnderstandConsumers.MSUBusinessTopics,1980(Winter):29-36[41]O’BoyleJames.TelemarketingTurnsCustomerServiceintoaprofitCenter.Telemarketing,1983(2):12-13911NO40254131.2.203.4.4241.2.3.4.5.6.7.43894451.2.3.4.5.6.1007.8.9轿车行业大客户及其管理的探讨