【作者】 刘鹏；

【导师】 张永安；

【作者基本信息】 北京工业大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 制造行业一般都通过模具质量的高低来衡量国家的制造业水平^[1],而决定模具质量的核心关键因素是模具材料。它的市场在过去40年中国改革开放的进程中,经历了巨大的革新和转变,特别是制造业在传统工业区域如欧美国家和具有较低生产成本新兴经济体如中国之间不断进行调整和变化。因此,随着中国模具制造的能力和产量的不断提高,中国的模具材料市场容量也更大并且需求也更加的多样化和复杂化。A公司是模具材料领域的领先供应商。通过其过硬的产品质量和良好的售后服务体系,在最近20多年里取得了长足的发展。不仅建立了强大的库存和生产配套体系,还赢得了总共近1000个客户的信任和支持。因此,如何利用好这些客户资源以及对他们进行正确地分类管理,将可以有效帮助A公司识别出有价值的大客户和潜在客户,合理分配内部资源,并且和有价值的客户共同发展和成长。A公司最近几年,活跃客户总数维持在200家左右,大客户的流失严重,新的大客户开发进展缓慢,导致销售情况不稳定,发展不顺畅。因此,针对大客户的管理的问题,本文在整理分析现有的大客户分类管理理论和客户关系理论的基础之上,通过分析和研究A公司现有大客户的数据,结合A公司内部情况和外部调研,应用关键成功要素方法发现影响大客户筛选、分类和管理的要素。通过层次法对这些关键因素的重要程度进行赋值,建立大客户的筛选模型。利用建立的大客户筛选模型,对这些大客户进行评分并结合客户特征,划分成“指数型”、“周期性”和“能力型”。对分类完成的大客户,结合客户管理的关键因素,有针对性的根据每一类大客户的特点,分别制订管理方案和保障措施。最后,预测该方案的制订和实施对A公司发展的影响。本论文研究A公司大客户分类和管理方法和措施,它们将有效的改善A公司大客户的管理状况。通过对大客户的有针对性的管控,降低客户流失率,保持现有大客户的数量并不断增加新的大客户,为A公司创造更多的经济效益。研究成果还可对模具材料行业其它相关企业以及其它B2B行业的大客户分类管理实践提供参考使用。更多还原

【Abstract】 Generally,the manufacturing industry measures the manufacturing level of a country through the quality of molds^[1],The key factor to determine the quality of the die is the tool material.In the process of China’s reform and opening in the past 40years,the toolmaterials’marketing has been constantly adjusting and changing,especially between the traditional industrial areas,such as European&American countries,and the emerging economies with low production costs,such as China.Therefore,Chinese market is becoming more diversification and marketing-size.Along with the Chinese mold manufacture ability and the output unceasing enhancement,its market is becoming larger and more complex.Company A is a leading supplier of tool materials.Through its excellent product quality and good after-sales service system,it has made great progress in the past 20years.It has not only established a strong inventory and production supporting system,but also won the trust and support of nearly 1000 customers.Therefore,how to make good use of these customer resources and classify them correctly will effectively help A company identify valuable key customers and potential customers,rationally allocate internal resources,and develop and grow with these customers.In recent years,the conversion rate of key customers in A company is less than loss rate of key customers round 20%,which leads to fluctuations in sales.Therefore,in view of the problem of big customer management,this paper finds out the key success factors that affect the classification management of big customers by sorting out and analyzing the existing classification management methods and theories,analyzing and researching the data of big customers in A company,combining with the internal situation and external research of A company.By analysing the importance of these key factors with hierarchical method,a screening model for large customers is established.Using the established screening model of key customers,these customers are evaluated,scored and classified to index customers,periodism customers and ambition customers.According to the key factor method and the characteristics of each type of large customers,the management plan is worked out separately.Finally,through the benefit analysis,the influence of the solution and implementation of the scheme on the development of Company A is forecasted.This paper studies the classification and management methods of A company’s key customers,which will effectively improve the management level of A company’s key customers.Through effective management and control of key customers,the number of key customers are maintained and continuously increased,so as to create more benefits for Company A.The research results can also provide reference for other related enterprises in die and mould material trade industry and other B2B industries in the actual operation of customer classification management.更多还原