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本文主要利用文献研究、深度访谈、问卷调查、经验总结等
研究方法研究了 ABB 冲压自动化业务单元的大客户营销策略
首先分析研究了 ABB 冲压自动化业务单元的内部外部市场；
包含了：ABB 冲压自动化介绍、ABB 冲压自动化行业介绍、ABB
冲压自动化现有客户介绍、ABB 冲压自动化竞争对手分析、ABB
冲压自动化的 4P 策略分析
其次总结分析了 ABB 冲压自动化业务单元的大客户存在的
问题及深层原因。从无明确的大客户营销目标、缺乏对大客户的摘要
II
系统性识别、大客户营销人力资源不足三方面进行分析
再次利用大客户识别和选择矩阵识别了 ABB 冲压自动化业务
单元的大客户，第一步：采用深度访谈的研究方式，访谈目的是：
收集 ABB 冲压自动化业务单元客户吸引力和竞争力因素及其各自
权重；访谈对象是：ABB 冲压自动化业务单元的高层人员、现有
和潜在客户、竞争对手。访谈方式采用电话和面谈的方式进行
第二步：采用问卷调查研究的方式，调查目的是：确认 ABB 冲压
自动化业务单元客户吸引力和竞争力因素各项的分值；调查对象
是：ABB 冲压自动化业务单元的内部人员、现有和潜在客户、竞
争对手进行访谈，人员包含了采购人员、规划人员、使用人员、
销售人员、财务人员。第三步：利用大客户识别和选择矩阵识别
了 ABB 冲压自动化业务单元的大客户。其中共分三部分，①分析
得出了 ABB 冲压自动化业务单元客户吸引力的数值及排名。根据
排名将这六个客户按照分数的高低排列在纵轴上，并将前 4 名放
置在上半边的方框内。②、分析得出了 ABB 冲压自动化业务单元
的竞争力排名是第一名，将 ABB 冲压自动化业务单元在横轴上放摘要
III
置在右边的方框内。③、利用大客户识别和选择矩阵识别了 ABB
冲压自动化业务单元的大客户
最后，基于以上的研究，本文就 ABB 冲压自动化业务单元的
大客户营销提出了四点对策。第一点，建立健全大客户营销文化，
第二点，深入了解大客户需求，第三点，增加与大客户高层领导
的互动，第四点，建立大客户营销小组
本文的创新在于首次利用大客户理论去研究分析 ABB 冲压
自动化的大客户营销策略，利用大客户识别和选择矩阵对 ABB 冲
压自动化业务单元的大客户进行了重新识别，并就此提出建设性
意见
关键词 大客户营销 大客户识别 ABB PASABSTRACT
IV
RESEARCH ON KEY ACCOUNTS MARKETING
STRATEGY FOR ABB PRESS AUTOMATION SYSTEM
ABSTRACT
In recent years, the automation equipment for automobile industry of China has already
entered a rapid development stage as a whole, as the increasing demand for automobile and
the higher cost for human resource in China. Different from the fast development in the
industry, the market growth of the stamping automation business unit of ABB Company， is
lower than the market growth rate.
The research methods in this paper include literature review, in-depth interviews, case
study, summarize experiences etc. We adopt these research methods to study the marketing
strategy
First of all, we analyze the internal and external market situation of the stamping
automation of ABB， which includes the introduction of stamping automation of ABB; the
introduction of the industry situation of stamping automation of ABB; the current
customers’ profile of stamping automation of ABB; the competitors’ situations, and the 4P
analysis of stamping automation of ABB.
Secondly, we summarize and analyze the existing problems and the fundamental
reasons among the big customers from the business unit of stamping automation of ABB.
Specifically speaking, we analyze the reasons from three aspects: (1) be unclear marketing
aim of big customers;(2) be lack of systematically recognition of big customers; (3) be short
of human resource from the marketing of big customers.
Thirdly, we use the big customer recognition and the selection matrix to identify the big
customers from the business unit of stamping automation of ABB. The first step, we adopt
the in-depth interview method to collect data about the customer attractiveness andABSTRACT
V
competitiveness factors and their respective weights of the stamping automation business
unit of ABB. The objects of the interview are the senior staff, the existing and the potential
customers, and the competitors of ABB stamping automation business unit. The interview
methods are conducted by telephone and interview. The second step, we adopt the
questionnaire survey method. The aim of the research is to confirm the customer
attractiveness and the scores of the competitiveness factors of the automation business unit
of ABB. The objects of the research are the personnel, the existing and potential customers,
and competitors from the stamping automation business unit of ABB. The personnel include
procurement personnel, planning personnel, service personnel, the sales staff and financial
officers. The third step ,we use the large customer recognition and selection matrix to
identify the large customers from the stamping automation business unit of ABB. It is
divided into three parts.(1) We analyze the attractiveness and ranking values of the
customers from the stamping automation business unit of ABB. According to the scores and
ranking, the six customers are arranged on the vertical axis, where the top 4 will be placed in
the upper half of the box. (2) We derive that the ABB automatic stamping business unit&39;s
competitiveness won the first place, and place the ABB automatic stamping business units
on the abscissa on the right side of the box. (3) We use the large customer recognition and
the selection matrix to identify the large customers of the stamping automation business unit
of ABB.
Finally, this paper puts forward four strategies about the large customers marketing of
the stamping automation business unit of ABB, based on the research above. The first point
is to establish and improve the marketing culture of large customers; the second point is to
understand in-depth about the needs of large customers; the third point is to increase the
interaction with the senior staff; the fourth point is to establish the large customer marketing
team.
The innovation of this paper is that the theory of large customers is first used to study
and analyze the large customers marketing strategy of the stamping automation of ABB, and
the large customer identification and the selection matrix are adopted for the re-recognition
of the large customers from the automatic stamping business unit of ABB. Based on these
theories ,we put forward some constructive suggestions.
Tang Xuejun (MBA)
supervised by_WangLeiABSTRACT
VI
KEYWORDS Key Accounts Marketing Key Accounts Recognition ABB PASABSTRACT目录
摘要....... I
ABSTRACT ... IV
第一章 绪论.........1
1.1 研究的意义 ........1
1.2 研究方法 1
1.2.1 文献研究 .1
1.2.2 深度访谈 .2
1.2.3 问卷调查 .2
1.2.4 经验总结 .3
1.3 论文内容 3
第二章 大客户营销相关理论回顾..........5
2.1 大客户定义 ........5
2.2 大客户营销 ........6
2.2.1 大客户营销的定义及内涵 ..........6
2.2.2 大客户营销的目的 ..........6
2.2.3 大客户营销的准备 ..........6
2.2.4 大客户识别的主要原则 ..7
2.3 大客户的识别工具
