国际战略客户管理方法初探.DOCVIP

国际战略客户管理方法初探 ―施耐德电气公司案例研究 摘要： 本论文首先介绍了国际战略客户管理理论在国外的发展历程及其理论基础，通过对相关市场、营销及管理理论的比较分析，解析了国际战略客户管理理论的核心理念及内在价值。同时，论文着重介绍了主要案例公司－施耐德电气公司在这一理论实际运用中的状况，并运用战略客户管理理论进行了较为深入的解释和分析。文章详细描述并总结了施耐德电气公司在实施国际战略客户管理中遇到的现实问题，并给出了施耐德电气公司现在的解决思路及解决方案，结合施耐德电气公司的行业背景，业务状况，及综合环境背景，论文在给出解决方案的基础上，进一步讨论了解决方案的适用性的问题，在结合国内实际的基础上，对如何转移运用这些经验提供了比较合理的参考意见。 本文试图通过对国外成功的国际战略客户管理应用经验，及与之对应的公司背景，市场环境进行的深入分析，得出一些可以转移适用的结果，为国际战略客户管理理论在国内的运用提供理论支持及实际操作指南及经验借鉴。通过对主要案例公司－施耐德电气与国内一些大型跨国公司，如中国海洋石油集团，中国海洋运输集团的简单比较，论文为国内公司实施国际战略客户管理提供了一些参考意见及具体的实施办法。 关键字：国际战略客户 工业市场 客户管理  The Implement of International Strategy Account Management －Schneider-Electric Case Study Wang Hao (2003P MBA Directed by Prof. Yu Hongjun, Dr. Yang Dongning Abstract: This paper introduced the development and implement of International Strategy Account management, and the theory frame related, like Industry market, Organization purchase, Relationship marketing. After analysis of market theories, sales approaches, and management theories, the writer dug out the core concept and the immanent value of the International Strategy Account management. Meantime, in this paper, the writer provided us a case company – Schneider-Electric, detailed description and analysis was done to this company based on international strategy account management theories. Beside description of the status, this thesis enumerated classified the trouble and problems happened to Schneider-Electric during the development and implement of international account management. Considering the industry background, business status, and the circumstance of Schneider-electric, after giving out the thoughts and the solutions, the writer discuss the applicability of these thoughts and solutions, based on scene case theories, and put forward his recommendation and suggestion for solutions transferring application. In this thesis, the writer tried to analysis not only the aboard successful international account management application, but related company backgroun