莱尔德公司大客户分析与管理研究.docVIP

書1 中国近代第一所大学 FOUNDED IN 1895 夫舉A審 TIANJIN UNIVERSITY M. S 硕士学位论文 SSERTAT丨 ON 企业管理 程思远 赵黎明 学科专业 作者姓名 指导教师 天津大学硏究生院 2005年 12月 ABSTRACT Multinational Company whose over fifty percent of the total sales from China Telecommunication market, the most important research subject of Laird Technologies is how to work out an enterprise competition strategy both practical and adaptable, to expand the market of Key Accounts, to reinforce its leading positive advantage and the status of le^ership in this field as well. To set up such a strategy, the company needs to get a fully understanding of the marketing behavior characteristic of Key Accounts. So firstly, this dissertation foresees the growing trend of sales revenue by regression analysis method. Secondly, it discusses how to recognize the Key Account with Analytic Hierarchy Process method. Finally, it provides a systemic analysis on the purchasing behavior of Key Accounts, Based on above mentioned situation, this dissertation works out a Key Account management strategy regarding to the target of Continuous Satisfaction of Key Account. Meanwhile, it launches details from the aspects of product, price, customer relationship management and service. This dissertation also invokes the scientific methods by combining with theory and practice, quantitative and qualitative analysis to deeply discuss the condition of Laird Technologies, and then puts forward the best marketing strategy and action proposal which is feasible, systemic, practicable and suitable for Laird Technologies. Key Words： Laird Technologies? Key Account, Relationship Management of Key Account, Continuous Satisfaction of Key Account 独创性声明 本人声明所呈交的学位论文是本人在导师指导下进行的研究工作和取得的 研究成果，除了文中特别加以标注和致谢之处外，论文中不包含其他人己经发 表或撰写过的研究成果，也不包含为获得天津大学或其他教育机构的学位或 证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论 文中作了明确的说明并表示了谢意。 学位论文作者签名:豸|^|^|签字日期:^年/月曰 学位论文版权使用授权书 本学位论文作者完全了解天津大学有关保留、使用学位论文的规定。 特授权天津大学可以将学位论文的全部或部分内容编入有关数据库进行检 索，并采用影印、缩印或扫描等复制手段保存、汇编以供査阅和借阅。同意学 校向国家有关部门或机构送交论文的复印件和磁盘。 (保密的学位论文在解密后适用本