利乐公司客户关系管理研究工商管理专业论文.docxVIP

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract Enterprises in China face fierce competition with the changes in the aspects of economy, infrastructure and macro environment as the high speed growth and globalization of economy, and entering WTO. Enterprises seek more advantages for competitions and pursue active communications with customer other than price competition. In the mean time, the demand is different from customers; enterprises may care more individual needs and adopt suitable strategy other than the traditional recipe for all the customers. In a word, enterprises have to improve services on the customers, collect customer’s information for analyzing, and then provide individual service according to customer’s needs to achieve win-win solution. Tetra Pak provides a complete solution on liquid food processing and packaging. Tetra Pak positions at the involver in food industry for over 50 years. The paper is research on the account management of Tetra Pak by integrating theory and practice; analyze the current situation and their problems; research on how Tetra Pak grows with China dairy industry under fierce competition. Firstly, the paper reviews the theory of account management; secondly, analyzes the situation of external environment and industry competition; thirdly, analyzes the current situation of account management in Tetra Pak, and researches the strategy of account management of Tetra Pak and proposes suggestions on account management of Tetra Pak. Key words: tetra pak, account management, liquid food processing and packaging - - PAGE IV - 目 录 摘 要 I Abstract II 第 1 章 绪论 1 1.1 问题的提出 1 1.2 本文研究的目的和意义 1 1.3 客户关系管理的应用价值 2 1.3.1 客户关系管理的实施背景 2 1.3.2 客户关系管理内涵 3 1.3.3 客户关系管理的应用价值 4 1.3.4 客户关系管理在国内外的研究概况 5 1.4 客户关系管理的基本理论 6 1.4.1 客户生命周期理论 6 1.4.2 市场营销组合理论 8 1.4.3 服务营销理论 9 1.5 论文研究的内容和结构 11 第 2 章 液态食品加工与包装行业经营环境分析 13 2.1 宏观环境 13 2.1.1 经济环境 13 2.1.2 自然环境 13 2.1.3 技术环境 14 2.1.4 政