硕士论文 飞利浦彩电重点客户管理及发展策略研究.docVIP

硕士论文--飞利浦彩电重点客户管理及发展策略研究 THE RESEARCH OF PHILIPS TV KEY ACCOUNT MANAGEMENT AND DEVELOPMENT STRATEGY ABSTRACTThe fierce competition in TV industry has driven the total market into a demand-dominated marketChain stores now become the most important and indispensible key accounts to TV manufactures due to their fast expansionAs traditional management cannot be simply applied to those key accounts, forming a management strategy that is focusing on key accounts is a guarantee for TV manufactures to a stable growth This essay takes Philips as a real case and analyzes how Philips key account management strategy formed, what’s the flaw and how to amend this flawThere’re six parts of this essay: the first part includes the study background, mean, purpose and framework; the second part includes basic theory of Key Account Management; the third part point out how Philips Key Account Management Strategy come into form and confirms its necessity; fourth part gives a thorough analysis of current strategy and finds out the problem Philips facing; the fifth part come up with a solution to the current issues in Philips strategy; the last part concludes the total essay and outlook for future studyIn summary, this essay points out that Philips TV must establish a strategic relationship with Key Accounts and differentiate management as well as enhance the ability in retail sales so that Key account management will be efficientI do hope this essay could widen the mindset in Key Account Management and have some practical meaning as well KEY WORDS: Key Account Management, Philips TV, Strategy 上海交通大学 MBA学位论文 飞利浦彩电重点客户管理及发展策略研究 第 1章 绪论 本章共分为四个部分,分别从研究背景,研究目的,研究方法和研究框架四个部分阐述本文 的整体结构思路。本文通过对研究背景即彩电市场环境特征的分析,并结合自身工作经验确立了 以飞利浦彩电重点客户管理策略分析为文章的主题,希望通过对飞利浦彩电重点客户管理策略的 现状分析及发展策略的研究能为实际工作带来参考价值及现实意义。 1.1 研究背景 (1)彩电市场竞争白热化,呈现强烈的买方市场特征 目前国内彩电市场竞争激烈,总共有超过20个品牌的生产企业,其中9个是外资品牌(见图1)。 自90年代中期以来即出现产能过剩,供大于求的买方市场特征。其特点是价格及其他交易条件主 要决定于买方。由于市场供过于求,卖者之间展开竞争,为