本科毕业设计__杭州华致酒行新客户开发与维护策略浅析.docVIP

毕业设计（论文） 题　　目： 杭州华致酒行新客户开发与维护策略浅析　 系 （部）： 经济与管理工程系 专业班级： 市场营销10-2班 　 姓 名： 吴俊芬 学 号： 201037038 指导教师： 李曼 2013年 5 月 15 日  摘 要 随着我国经济的持续发展，生活水平不断提高，酒类消费不断上升，中高档酒市场竞争日渐激烈，如何在激烈的竞争中稳固及扩大市场分额，成为了各大酒水销售及供应企业共同面临的难题。同时由于企业资源的有限性，企业不可能为所有客户都提供令其满意的服务，这就导致了很多企业在不断努力开发新客户的同时，也不断地有客户因为不满意其服务而离开。因此能否维系住客户是决定企业赢利能力大小的关键，也是企业核心竞争力的重要组成部分。新客户开发与维护客户的方法上若存在问题, 这将直接影响业务员们的业绩和公司的盈利。因此如何开发新客户并维护客户关系是所有企业所关心的。本文对高档酒水企业产品本身信息及市场现状进行了分析，在此基础上对如何开发新客户和维护客户提出了具体的步骤和相应的策略。 关键词:客户开发；客户维护；策略 Abstract With Chinas sustained economic development, living standards continue to improve, rising alcohol consumption, high-end wine market is increasingly competitive, how to secure and expand market share in the fierce competition, has become a major wine sales and provider of enterprise problems. The satisfaction of the service due to the limited nature of the enterprise resource, businesses can provide for all customers, what led to a lot of business in the ongoing efforts to develop new customers at the same time, customers are not satisfied with their services and leave. Therefore are able to maintain the live customers is the key to determine the size of corporate profitability, an important part of the core competitiveness of enterprises. If there is a problem on the new customer development and maintenance of customers, which will directly affect the salesman their results and the companys earnings. How to develop new customers and maintain customer relationships is of concern to all enterprises. This article focuses on description of some of the steps and strategies of how to develop new customers and maintain customer, as well as high-end wine business information and market situation. Keywords: Customer development；customer maintenance； strategy 目 录 摘 要 I Abstract II 目 录 III 引 言 1 1 杭州华致酒行连锁管理股份有限公司概况 2 2.1杭州高档酒市场现状综述 3 2.2杭州高档酒行业供求关系 4 3