【作者】 刘军；

【导师】 云虹；

【作者基本信息】 华中科技大学 ， 工商管理， 2010， 硕士

【摘要】 随着我国经济的持续高速发展,在基础设施建设方面的投入日益增多,这使得对挖掘机的需求不断增加。目前大部分挖掘机制造商选择代理销售的方式销售其产品。挖掘机市场的竞争,在相当程度上是同销售区域内不同品牌挖掘机代理商之间的竞争。在挖掘机销售领域中,服务水平的高低直接影响客户对品牌的选择。随着挖掘机行业的不断发展,仅依靠产品的技术水平及价格优势参与市场竞争已经远远不够。当代理商的核心竞争力正逐渐失去竞争优势时,经验相对丰富的挖掘机代理商开始通过提高客户服务质量、加强客户管理来获得新的核心竞争力。本文以国外某知名品牌挖掘机代理商A公司的客户管理为背景,分析了挖掘机代理商应如何有效的实施客户管理。首先,论文将公司客户管理分为四个部分分析。第一部分是售前,主要内容是市场规划和潜在客户的开发;第二部分是售中,主要内容是为客户提供的销售服务、客户的咨询及体验、客户的信用管理;第三部分是售后,主要内容是售后维修服务和客户后期管理服务;第四部分是客户信息管理,主要内容是客户信息的收集和管理。此后,对客户管理的四个部分所产生的问题,进行汇总梳理,归纳为渠道、人员、过程及促销方面的问题。其次,根据问题,提出相应的改善策略,并对策略进行分析。最后,根据策略提出实施的具体措施和建议。更多还原

【Abstract】 With the rapid sustained development of economic in China,there are more and more inputs of infrastructure construction,which makes increasing demands on the excavators.At present most of the excavator manufacturers use the way of agency factor to sell their products.The competition of excavator market, to a certain extent,is the competition of different brand in the same region of excavators. In the sale area of excavator,the quality of Service will directly influence the brand choice directly. As the excavator industry continues develop, competition only rely on product technology and price advantages in market is not enough. When the agent’s core competence is gradually losing its competitive edge, the agents with rich experience began to improve customer service quality and enhance customer management to acquire new core competencies.The paper introduce the customer management of a well-known foreign brand excavators agent called A company, then it analysis how to implement customer management of the excavator dealer effectively. First, the paper divided company customer management into four parts. The first part is the pre-sale, including main market development planning and exploit of potential customers; The second part is the sales process, the main content is to provide marketing services, consulting and customer experience, customer credit management; The third part is after-sale, the main contents is after-sales service and customer management services; The fourth part is the customer information management, main contents is the collection and management of customer information and customer management. Since then, the problem of the four parts of the customer management were summarized and classified ,which were reduced into channels, people, process and marketing. Secondly, according to the problem, the corresponding improvement strategies were proposed, and policies were analyzed. Finally, according to Strategy proposed, the implementation of specific measures and suggestions were put forward.更多还原