【作者】 李海涛；

【导师】 秦建文；

【作者基本信息】 广西大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【摘要】 20世纪90年代开始中国汽车行业得到了高速速发展,截至2015年底,我国汽车产销量已经连续7年保持世界第一。随着中国汽车市场的高速发展,汽车整车厂家之间的日益激烈得竞争势必带来汽车零部件企业之间的激烈竞争。慕贝尔汽车部件(太仓)有限公司是德国慕贝尔集团在中国的独资子公司,主要产品为汽车底盘、发动机、车身等配套产品,慕贝尔太仓为慕贝尔中国总部所在地。对于慕贝尔太仓来说,如何在日趋激烈的竞争中以稀缺优质汽车整车厂大客户为主、利用自身优势与客户需求紧密合作为其打造独特的供应链、为大客户带来价值协作,从而使客户在零部件供应链上具有核心竞争优势就成为慕贝尔太仓目前急需建立的营销策略。本文在对中国汽车主机厂和零部件企业目前现状和未来发展趋势分析的基础上,对慕贝尔太仓面临的宏观环境和同行业竞争情况进行研究分析。基于大客户管理和价值协作理论,通过运用SWOT分析法,GE矩阵模型对慕贝尔太仓目前的营销策略和产品的优势和劣势、潜在机会和威胁等方面进行研究分析,对慕贝尔公司的大客户结构进行分类,提出并论证了基于价值协作的大客户营销策略是必要的、可行的和有效的。然后通过分析现有大客户管理中存在的各种问题并列举了大客户管理案例进行分析研究,提出了慕贝尔太仓基于价值协作的大客户营销策略建立的方法和实施步骤参考。从而使基于价值协作的大客户营销策略可以在慕贝尔被真正有效的建立和实施,促进慕贝尔太仓的良性稳定发展更多还原

【Abstract】 China automotive industry has got high speed development from 1990s.Up to the end of 2015,China automotive production and sales volume has being ranking NO 1 in the world for 7 consecutive years.With the China automotive industry high speed development.The automotive parts suppliers fierce competition is a inevitable result caused by automotive OEMs fierce competition.Mubea(Taicang)is a 100%owned company by Mubea Group(Headquartered in Germany)in China.Main products are for chassis、power train and body of the car.For Mubea(Taicang),how to focus on big and premium automotive OEM customers、how to use his own advantage to help customers build up unique supply chain and keep tighten cooperation with customers、how to take customers value-adding cooperation thereby to make customers keep certain core competition advantage in automotive parts supply chain to be marketing strategy which Mubea need to established urgently at moment.This thesis has analyzed the macro environment and same industry competition which Mubea is facing base on the study of whole China automotive and automotive parts industry current status and future development tendency.This thesis has used SWOT,GE matrix and other analysis tools to study and analyze strength、weakness、opportunity and threat of Mubea current marketing strategy,products,customers category..Put forwarded and demonstrated that the marketing strategy based on value-adding cooperation key account management was essential、feasible and effective.This thesis then put forwarded the establishment method and actions of value-adding cooperation key account management via study of many existing problems in Mubea current key account management and also listed some key account management lessons as well.Thereby to make sure that value-adding key account management marketing strategy could be established and carried out effectively.Mubea can keep good and stable development finally.更多还原