IT分销企业大客户管理对策研究
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摘要
市场经济的本质就是竞争,而竞争的实质就是对资源的占有。随着客户经济时代的来临,客户成为企业取得竞争优势的关键甚至是决定性的因素,成为企业间争夺的主要资源,客户管理随之成为企业的必修课程。企业应该如何将有限的人力、物力和财力资源应用到客户管理中来,大客户管理为企业解决资源配置提供了理论依据,因此,大客户管理变得极其重要。而目前,国内众多企业的大客户管理仅停留在表面,观念没有深入,体系不够健全,管理方法不够科学,这些严重影响了企业的竞争能力,甚至影响到企业的生存和发展。
本文以中国市场上已经开始或即将开始着手实施大客户管理经营策略的IT分销企业为研究对象,从中国IT分销企业所面临的市场环境和行业特点出发进行了深入的研究。研究目标主要是解决三个方面的问题:一是研究哪些因素影响了IT分销企业推行大客户管理策略;二是研究哪些大客户管理模式适合中国目前的IT分销企业;三是通过实际案例的应用说明这些大客户管理模式在IT分销企业应用的可行性。
本文首先基于学术文献和国际领先企业最佳实践的研究,对有效实施大客户管理策略的关键要素进行了总结。然后从中国IT分销企业大客户管理现状入手,归纳出影响企业推行大客户管理的六个因素。在文献研究和案例分析的基础上,结合案例研究的方法,提炼出适合中国IT分销企业的参考对策,最后,本文将分析方法和研究结论应用到北京怡华公司、阳光金网公司和神州数码公司三个具体的案例中,为中国IT分销企业的大客户管理营销策略提供了实用方法,具有实际指导意义。
本文在研究的过程中充分考虑到中国企业的具体特性,采用了从实践中总结出理论体系,并应用到实践中去的方法,使研究紧密结合中国企业的实际状况,建立可指导实际操作的大客户管理模式,实现了研究的创新。
The essence of market economy is competition. The essence of competition is appropriation of resources. Along with the coming of customer economy, customers become the most important asset of corporation and you'll be the winner if you occupy the key customers. Customers Relationship Management (CRM) becomes the significient part of management system. How to assign limited resources? Key account management will help corporation to distribute their limited resources more efficiently.
This thesis select China IT distribution enterprises that have done or are implementing key customers management as this paper study objective to lucubrate through the marketing environment and industry characteristic that enterprises are facing. In this thesis, we try to answer three questions: firstly, what kind of factors affect mostly the implementing key customers management in IT distribution enterprises; secondly, which kind of patterns are most suitable for China IT distribution enterprises; the last, the application of real cases show that the mode of key customers management is feasible in China.
Firstly, this thesis concluded the key factors of implementing key customers magagement, through the practice study based on scholorship and developed enterprises. Afterward, we indicate the six factors that affect implementing key customers management through analyzing the application conditions of key customer management. Based on cases analysis, and combined case study, the paper give referable pattern and practical guideline for IT distribution enterprises. Finally, we apply study results to two concrete Chinese enterprises. The practical application gived the concrete methods and guide to implement key customer management in China IT distribution enterprises.
This thesis considered the circumstance of China enterprise, using the methods that we summary theory system based on studying practice and then apply this theory to guide enterprise practices. This study build effective mode of key customer management, and realize the innovation of study.
本文以中国市场上已经开始或即将开始着手实施大客户管理经营策略的IT分销企业为研究对象,从中国IT分销企业所面临的市场环境和行业特点出发进行了深入的研究。研究目标主要是解决三个方面的问题:一是研究哪些因素影响了IT分销企业推行大客户管理策略;二是研究哪些大客户管理模式适合中国目前的IT分销企业;三是通过实际案例的应用说明这些大客户管理模式在IT分销企业应用的可行性。
本文首先基于学术文献和国际领先企业最佳实践的研究,对有效实施大客户管理策略的关键要素进行了总结。然后从中国IT分销企业大客户管理现状入手,归纳出影响企业推行大客户管理的六个因素。在文献研究和案例分析的基础上,结合案例研究的方法,提炼出适合中国IT分销企业的参考对策,最后,本文将分析方法和研究结论应用到北京怡华公司、阳光金网公司和神州数码公司三个具体的案例中,为中国IT分销企业的大客户管理营销策略提供了实用方法,具有实际指导意义。
本文在研究的过程中充分考虑到中国企业的具体特性,采用了从实践中总结出理论体系,并应用到实践中去的方法,使研究紧密结合中国企业的实际状况,建立可指导实际操作的大客户管理模式,实现了研究的创新。
The essence of market economy is competition. The essence of competition is appropriation of resources. Along with the coming of customer economy, customers become the most important asset of corporation and you'll be the winner if you occupy the key customers. Customers Relationship Management (CRM) becomes the significient part of management system. How to assign limited resources? Key account management will help corporation to distribute their limited resources more efficiently.
This thesis select China IT distribution enterprises that have done or are implementing key customers management as this paper study objective to lucubrate through the marketing environment and industry characteristic that enterprises are facing. In this thesis, we try to answer three questions: firstly, what kind of factors affect mostly the implementing key customers management in IT distribution enterprises; secondly, which kind of patterns are most suitable for China IT distribution enterprises; the last, the application of real cases show that the mode of key customers management is feasible in China.
Firstly, this thesis concluded the key factors of implementing key customers magagement, through the practice study based on scholorship and developed enterprises. Afterward, we indicate the six factors that affect implementing key customers management through analyzing the application conditions of key customer management. Based on cases analysis, and combined case study, the paper give referable pattern and practical guideline for IT distribution enterprises. Finally, we apply study results to two concrete Chinese enterprises. The practical application gived the concrete methods and guide to implement key customer management in China IT distribution enterprises.
This thesis considered the circumstance of China enterprise, using the methods that we summary theory system based on studying practice and then apply this theory to guide enterprise practices. This study build effective mode of key customer management, and realize the innovation of study.
引文
[1]郑玉香,客户资本价值管理,北京,中国经济出版社,2006.5
[2]罗振华,入世对我国物资批发业的影响及对策[J],经济师,2001(1)
[3]杨磊.传统分梢渠道管理,呼唤信息系统整合,商场现代化,2001
[4]郑玉香,客户资本价值管理,北京,中国经济出版社,2006.22-35
[5]杨永恒,客户关系管理-价值导向与使能技术,哈尔滨,东北财经大学出版社,2002.2-10
[6]卢泰宏,解读中国营销,中国社会科学出版社,2004.244-262
[7]纪宝成,市场营销学,第三版,北京,中国人民大学出版社,2002
[8]万晓,王耀球,市场营销学,第四版,北京,中国铁道出版社,2004
[9](美)菲利普·科特勒著,市场营销管理,北京,中国人民大学出版社,1997
[10]苏亚民,现代市场营销学,北京,对外贸易教育出版社,1991
[11]杨磊,传统分销渠道管理,呼唤信息系统整合[J],商场现代化,2001
[12]朱桂平,现代企业大客户关系的运作与完善[J],商业经济与管理,2001
[13]朱桂平,客户关系管理与分销渠道整合,北京,商业时代·理论,2005年第24期
[14]刘治,分销企业不会消失,北京,企业管理,2001
[15]王雨晴,余林徽,对我国分销企业经营模式创新的思考,物流科技,2004年第5期
[16]杜继南,大客户识别、选择和管理,广东,众行管理顾问有限公司,2004
[17](英)彼得.切维顿,关键客户管理要点,北京,北京大学出版社,2005
[18]大卫·辛奇利维,等.供应链设计与管理-观念、战略与案例研究[M].上海:远东出版社,2000
[19]汪蔚,分销行业用管理对抗淘汰赛[N].中国计算机报,2007-09-01
[20]依群,以变应变-分销企业的生存之道[N].计算机周刊,2000-05
[21]神州数码罔地模式,成本主导5筹异营销并举[N],电脑商报,2004-03-30
[22][美]戴维·贝赞可公司战略经济学.北京,北京大学出版社,1998
[23][美]罗纳得·史威福著,扬东龙等译,客户关系管理[M],北京,中国经济出版社,2001
[24]陈明亮,李怀祖,客户价值细分与保持策略研究[J],技术与生产现代化2001
[25]徐章一,顾客服务-供应链一体化的营销管理[M],北京,中国物资出版社,2001
[26]鲍勃·哈特利,迈克尔·斯塔基.销售管理利客户关系[M],北京,机械工业出版社,2000
[27]周奕,刘凤军,构建以市场为导向分销渠道的思考,中国流通经济,2003
[28]伯特·罗森布罗姆,营销渠道管理[M],北京,机械工业出版社,2003
[29]任兴洲、王徽,商品分销网络:邹向成功的金钥匙[M],中国商业出版社,1997
[30]张红明、肖春新,电子商务对分销渠道的影响[J],中国流迎经济,2001
[31]孔攻,分销通路的管理创新[J],企业管理,2000
[32]姜旭平,电子商务与网络营销,清华大学出版社,1998
[33]W.钱·金,蓝海战略,商务印书馆,2005
[34](美)格兰特著,胡挺,张海峰译,公司战略管理,北京,光明日报出版社,2005
[35](美)尼尔雷克汉姆著,石晓军译,SPIN Selling北京,,企业管理出版社,2006
[36]张宏峰,IT分销发展趋势,世界经理人,2007年第9期
[37]Eggert,Andreas and Wolf gang Ulaga.Customer-Perceived Value:A Substitute for Satisfaction in Business Markets,journal of Business and Industrial Marketing 17,2002,107-118
[38]Walter,Achim,Thomas Ritter and Hans Georg Gemuenden,Value Creation in Buyer-Seller Relationships:Theoretical considerations and Empirical Results from a Supplier's Perspective,industrial Marketing Management,Vol.30(4),2001,365-377.
[39]Catheirne Pardo.Key Account Management in the Business to Business Field;The Key Account's Point of View[J].Jounral of Personal Selling & Sales Management,1997,(Fall):17-26.
[40]Dennis J.Cahill.Key Account Management Using Key Account as Partners to get to the Learning Organization[J].International Marketing Review,1998,(15);205-214.
[41]Christian Homburg,John P.Workman Jr.,A Configurational Perspective on Key Account Management[J].Journal of Marketing,20 02,(April):38-60
[42]Jukka Ojasalo.Customer Commitment in Key Account Management[J].The Marketing Review,2002,(2):301-318.
[43]Philip Kotler,Marketing Management:Analysis,Planning,Implementation and Control(Ninth Edition)[M],rentice-Hall.Inc,1997
[44]Gwinner,Kevin P,Dwayne D Gremler and Mary to Bitner."Relationship Benefits in Service Industries:the Customer's Perspective".journal of the cademy of Marketing Science 1998:101-114
[45]Malcolm McDonald,Tony Millman and Beth Rogers.Key Account Management:Theory,Practice and Challenges[J].Journal of Marketing M anagement,1997,(13):737-757
[46]Jukka Ojasalo.Customer Commitment in Key Account Management[J].The Marketing Review2002,(2):301-318
[47]Eli Jones,And era L.Dixon,Lawrence B.Chonko,and Joseph P.Cannon.Key Account and Team Selling:A Review,Framwork and Research Aenda[J].Jounral of Personal Selling &Sales M anagement,2005,(Spring):181-198.
[48]Thomas E.Tice.Managing Compensation Caps in Key Accounts[J].Jounral of Personal Selling &Sales Management,1997,(Fall):41-47
[49]刘树良,电子商务环境下的电力客户关系管理研究,华北电力大学,硕士论文,2005.3
[50]陆路,电信大客户管理系统的分析与设计,哈尔滨工程大学,硕士论文,2005.5
[51]张睿昕,基于客户关系管理的大客户服务体系的建立和完善,吉林大学,硕士论文,2005.5
[52]王东,基于业务流程重组的客户知识管理,武汉理工大学,2005.5
[2]罗振华,入世对我国物资批发业的影响及对策[J],经济师,2001(1)
[3]杨磊.传统分梢渠道管理,呼唤信息系统整合,商场现代化,2001
[4]郑玉香,客户资本价值管理,北京,中国经济出版社,2006.22-35
[5]杨永恒,客户关系管理-价值导向与使能技术,哈尔滨,东北财经大学出版社,2002.2-10
[6]卢泰宏,解读中国营销,中国社会科学出版社,2004.244-262
[7]纪宝成,市场营销学,第三版,北京,中国人民大学出版社,2002
[8]万晓,王耀球,市场营销学,第四版,北京,中国铁道出版社,2004
[9](美)菲利普·科特勒著,市场营销管理,北京,中国人民大学出版社,1997
[10]苏亚民,现代市场营销学,北京,对外贸易教育出版社,1991
[11]杨磊,传统分销渠道管理,呼唤信息系统整合[J],商场现代化,2001
[12]朱桂平,现代企业大客户关系的运作与完善[J],商业经济与管理,2001
[13]朱桂平,客户关系管理与分销渠道整合,北京,商业时代·理论,2005年第24期
[14]刘治,分销企业不会消失,北京,企业管理,2001
[15]王雨晴,余林徽,对我国分销企业经营模式创新的思考,物流科技,2004年第5期
[16]杜继南,大客户识别、选择和管理,广东,众行管理顾问有限公司,2004
[17](英)彼得.切维顿,关键客户管理要点,北京,北京大学出版社,2005
[18]大卫·辛奇利维,等.供应链设计与管理-观念、战略与案例研究[M].上海:远东出版社,2000
[19]汪蔚,分销行业用管理对抗淘汰赛[N].中国计算机报,2007-09-01
[20]依群,以变应变-分销企业的生存之道[N].计算机周刊,2000-05
[21]神州数码罔地模式,成本主导5筹异营销并举[N],电脑商报,2004-03-30
[22][美]戴维·贝赞可公司战略经济学.北京,北京大学出版社,1998
[23][美]罗纳得·史威福著,扬东龙等译,客户关系管理[M],北京,中国经济出版社,2001
[24]陈明亮,李怀祖,客户价值细分与保持策略研究[J],技术与生产现代化2001
[25]徐章一,顾客服务-供应链一体化的营销管理[M],北京,中国物资出版社,2001
[26]鲍勃·哈特利,迈克尔·斯塔基.销售管理利客户关系[M],北京,机械工业出版社,2000
[27]周奕,刘凤军,构建以市场为导向分销渠道的思考,中国流通经济,2003
[28]伯特·罗森布罗姆,营销渠道管理[M],北京,机械工业出版社,2003
[29]任兴洲、王徽,商品分销网络:邹向成功的金钥匙[M],中国商业出版社,1997
[30]张红明、肖春新,电子商务对分销渠道的影响[J],中国流迎经济,2001
[31]孔攻,分销通路的管理创新[J],企业管理,2000
[32]姜旭平,电子商务与网络营销,清华大学出版社,1998
[33]W.钱·金,蓝海战略,商务印书馆,2005
[34](美)格兰特著,胡挺,张海峰译,公司战略管理,北京,光明日报出版社,2005
[35](美)尼尔雷克汉姆著,石晓军译,SPIN Selling北京,,企业管理出版社,2006
[36]张宏峰,IT分销发展趋势,世界经理人,2007年第9期
[37]Eggert,Andreas and Wolf gang Ulaga.Customer-Perceived Value:A Substitute for Satisfaction in Business Markets,journal of Business and Industrial Marketing 17,2002,107-118
[38]Walter,Achim,Thomas Ritter and Hans Georg Gemuenden,Value Creation in Buyer-Seller Relationships:Theoretical considerations and Empirical Results from a Supplier's Perspective,industrial Marketing Management,Vol.30(4),2001,365-377.
[39]Catheirne Pardo.Key Account Management in the Business to Business Field;The Key Account's Point of View[J].Jounral of Personal Selling & Sales Management,1997,(Fall):17-26.
[40]Dennis J.Cahill.Key Account Management Using Key Account as Partners to get to the Learning Organization[J].International Marketing Review,1998,(15);205-214.
[41]Christian Homburg,John P.Workman Jr.,A Configurational Perspective on Key Account Management[J].Journal of Marketing,20 02,(April):38-60
[42]Jukka Ojasalo.Customer Commitment in Key Account Management[J].The Marketing Review,2002,(2):301-318.
[43]Philip Kotler,Marketing Management:Analysis,Planning,Implementation and Control(Ninth Edition)[M],rentice-Hall.Inc,1997
[44]Gwinner,Kevin P,Dwayne D Gremler and Mary to Bitner."Relationship Benefits in Service Industries:the Customer's Perspective".journal of the cademy of Marketing Science 1998:101-114
[45]Malcolm McDonald,Tony Millman and Beth Rogers.Key Account Management:Theory,Practice and Challenges[J].Journal of Marketing M anagement,1997,(13):737-757
[46]Jukka Ojasalo.Customer Commitment in Key Account Management[J].The Marketing Review2002,(2):301-318
[47]Eli Jones,And era L.Dixon,Lawrence B.Chonko,and Joseph P.Cannon.Key Account and Team Selling:A Review,Framwork and Research Aenda[J].Jounral of Personal Selling &Sales M anagement,2005,(Spring):181-198.
[48]Thomas E.Tice.Managing Compensation Caps in Key Accounts[J].Jounral of Personal Selling &Sales Management,1997,(Fall):41-47
[49]刘树良,电子商务环境下的电力客户关系管理研究,华北电力大学,硕士论文,2005.3
[50]陆路,电信大客户管理系统的分析与设计,哈尔滨工程大学,硕士论文,2005.5
[51]张睿昕,基于客户关系管理的大客户服务体系的建立和完善,吉林大学,硕士论文,2005.5
[52]王东,基于业务流程重组的客户知识管理,武汉理工大学,2005.5