【作者】 张丽娟；

【导师】 许正良；

【作者基本信息】 吉林大学 ， 工商管理， 2013， 硕士

【摘要】 A公司是世界上自动化及控制器领域最大的跨国集团于2000年在中国成立的全资子公司。生产的产品内销中国大陆，远销美洲、欧洲、澳洲和亚洲其他国家。随着中国经济的迅速发展，集团于2010年加大了对A公司的投资力度，计划三年内将A公司建设成为集团三大产品生产基地和销售中心。在生产能力大幅度提高的情况下，A公司的销售业绩却没有实现期望的显著增长。本文在对A公司大客户营销现状的分析基础上，通过客户细分的方法重新识别了A公司的两个明星大客户。并通过内部核心竞争力和大客户诉求的定位，确定了与大客户的合作伙伴关系。在此基础上，本文制定了针对两大明星客户的大客户营销策略。一是不同的产品策略；二是针对各产品类型制定不同价格策略；三是实施以客户为导向的立体式关系营销；四是建立伙伴式合作关系的愿景。为了有效保障大客户营销策略的顺利实施，本文最后还从大客户营销团队的建设，策略实施的技术和资金等方面明确了相应的保障措施。更多还原

【Abstract】 Company A founded in year2000in China is the subsidiary of Group A, which is thebiggest multinational corporation in the field of automation and control. Its products are soldin China broadly and exported to America, Europe, Australia and other Asian countries. Withthe rapid development of Chinese economy, in2010more investment was given to CompanyA from the Group to make it as one center of excellence both on production and sales.Achieved big improvement of production capability, sales in China was not increased asrapidly as expected.Based on the analysis of current situation of Key account marketing in Company A, thepaper redefine two real key accounts for Company A via customer segmentation.Then byanalyzing core competitive advantages of Company A and demand from key accounts, thepaper puts forward from four sides the marketing strategic orientation for these two keyaccounts.First, product strategy. Second, develop price strategy for each product type. Third,implement customer-oriented relationship marketing. Fourth, set up vision of partnershiprelationship. For the smooth implementation of new key accounts marketing strategy, thepaper finally states the set up of key account marketing team, technology and fundsinsurance.更多还原