EVA产品客户关系管理研究

【作者】 徐斌；

【导师】 邵一明；

【作者基本信息】 南京理工大学 ， 工商管理， 2006， 硕士

【摘要】 乙烯醋酸乙烯共聚树脂(以下简称“EVA”)产品是扬子石化—巴斯夫有限责任公司(以下简称“BYC”)生产的化工产品之一，BYC的EVA装置年设计生产能力20万吨，是中国乃至亚洲最大的一套EVA生产装置。随着BYC的EVA产品自2005年6月投入中国市场之后，EVA产品市场和销售任务所面临的环境也在不断变化，一方面各个EVA产品供应商视中国市场为兵家必争之地，市场竞争越来越激烈，另一方面，各个EVA产品供应商已从产品竞争转变为营销策略的竞争，而营销策略的核心焦点在于客户资源竞争。因此为了适应市场环境的变化，主动应对市场竞争，把BYC的EVA产品的产能优势转化为市场优势，本文重点讨论了EVA产品的客户关系管理，回顾了客户关系管理理论，分析了EVA市场现状，最终确定把客户关系管理作为日后市场管理的一个核心目标进行运作，并就EVA客户关系管理提出具体的操作性措施，计划借此提升EVA产品市场竞争力，加强BYC和BYC EVA客户的关联性，实现BYC EVA市场的可持续性发展。更多还原

【Abstract】 Ethylene Vinyl Acetate (Hereinafter referred to as "EVA" ) is one of the chemical products of BASF-YPC Company Ltd. (Hereinafter referred to as "BYC"), BYC EVA plant has a design capacity of 200000 Ton/Year, which is the largest EVA plant in China and even in Asia. With introduction of BYC EVA product into China market since June 2005, our context of marketing and sales has been changing, on one hand, every EVA supplier treats China EVA market as a focal market where it shall be competed, on the other hand, every EVA supplier turns from product-advantage-based competition to marketing-advantage-based competition which focuses on customer resource competition. Hence, in order to accommodate such ever-changing marketing environment, actively prepare for such market competition, and translate BYC EVA design capacity advantage to market advantage, this article mainly discusses the EVA product customer relationship management, it reviews the customer relationship management theory, it analyzes market status, it aims finally at treating the customer-relationship management as one key objective of our marketing management later on, and specific operative measures are raised for EVA customer relationship management, it plans to optimize our competition and strengthen the relevance between BYC and BYC EVA customer to accomplish the sustainable development for BYC EVA market.更多还原