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本文首先从理论知识出发,通过成熟、系统的市场营销知识,
从行业发展态势、行业竞争力分析、竞争者状况以及企业核心竞争
力等方面对HM公司的营销环境进行分析,总结出HM公司营销现状
I 摘要
所存在的问题并提出解决问题的思路。接着通过客户的问卷调查及
深度访谈的方式,对客户需求和客户价值进行分析,从客户忠诚度、
客户当前价值、客户潜在价值三个维度对HM公司现有客户进行价
值细分,把丽公司现有的22家客户分为金牌客户、重要客户、潜
力客户以及低价值客户四种类型。然后在客户价值细分的基础上总
结出针对现行营销策略的具体改进措施,使企业从以产品为中心向
以服务为中心转变,具体措施包括:建立客户关系管理系统,调整
部分产品的定价方案、单一营销渠道和方式改进、调整组织架构等,
最后,文章分别针对基于客户价值分类的四种不同类型的客户给出
相应的营销方案的调整措施
因为奢侈品橱窗行业在欧美和香港、台湾、新加坡等东南亚地
区属于比较成熟的行业,但在中国国内属于新兴行业,本土企业起
步的时间较晚,相关行业的研究较少,尤其是针对本土企业的研究
希望本文的探索能够对HM公司以及同行业的本土企业提供营销策
略改进的参考意见,为中国本土企业在这一行业的持续发展提供帮
助
关键词橱窗展示行业客户价值细分客户关系管理营销策略改进
II ABSTRACT
THE RESEARCH OF THE IMPROVEMENT OF
MARKETING STRATEGIES BASED ON THE CUSTOMER
VALUE OF LUXURY BRAND IN HM WINDOW DISPLAY
COMPANY
ABSTRACT
In the decades of 2001-2013,many international luxury brands successively came into China
market with the China&39;s access to the World Trade Organization. Meanwhile, the industry of
window display for luxury brands has been rapidly developing in China. HM Company, founded
in 2008, as a local firm who provides window display services, has a rapid growth with the
development of this industry. But, after the year of 2013, with the industry maturing, a slowing
China economy, the implementation of Fighting Corruption policy by Chinese government and
the change of today&39;s consumer ideology and channel, the growth of luxury consumption has
been stagnant for the first time. The sales performance of large quantities of luxury brands has
been poor, and many brands even closed some of their stores in China. The industry of Luxury
brand window display is closed linked with the sale performance of luxury brands. The decline of
luxury goods sale, the decrease of the number of stores and the reducing of budget in window
display will lead to the end of the rapid increase in the industry of window display and the enter
to the period of adjustment. Nowadays, it has become the most important issues for the
administrators in HM company to decide how to face to the shrinking marketing and a fierce
competitive environment, how to keep up and strengthen its competitive advantages, how to
adapt a proper marketing strategy to expand market share in the growth regions of China. This
thesis provides some references and suggestions about the marketing strategy improvements for
HM Company and local enterprises in the period of industry changing through a series research
and analysis on the present marketing environments and marketing strategies.
This paper begins with theoretical knowledge, analyzes the HM Company&39;s marketing
situation to find out the current problems from the aspect of industry development trend, industry
competitiveness analysis, the competitor status and the core competitiveness, and promotes the
solutions by mature, systematic marketing knowledge. Then through the client&39;s questionnaire
and in-depth interviews, it analyzes client&39;s demand and value to subdivide HM Company&39;s
current 22 clients into gold clients, important clients, developing clients and low-value clients
from three dimensions, which is loyalty, current value and potential value. Finally, based on the
client value subdivision, this paper summarizes the specific improvement measures for the
current marketing strategy, so that HM can transform from product-centered company to service-
ill ABSTRACT
centered one. The specific measures include establishing client relationship management system,
adjusting part of the product-pricing scheme, and adjusting the organizational structure, etc.
Finally, the thesis gives the appropriate marketing adjustment measures respectively based on the
four different types of clients.
Compared with the industry of luxury window display in Europe, US, Hong Kong SAR, Taiwan of China,
Singapore and other Southeast Asia, it is just an emerging industry in China1 s mainland. The relevant
industry researches are lack especially for local enterprises. Hope that the exploration of this
paper could provide suggestions for both HM Company and local enterprises in this industry for
reference on the improvement of marketing strategy and help the Chinese enterprises develop
continuously in this industry.
(MBA)
Supervised by Liu Dongsheng
Keywords the industry of window displays customer value segmentation customer
relationship management marketing strategies improvement
IV 目录
目录
1、棘 1
1.1研究背景 1
1.2研究内容 2
1.3论文的理论意义与实际意义1.3.1理论意义 3
1.3.2实际意义 3
1.4研究方法 4
2、文献综述 5
2.1市场营销理论概述2.1.1市场营销理论的发展2.1.2 4PS市场营销理论的相关概念2.2客户关系管理概述2.2.1客户关系管理的起源2.2.2客户关系管理的概念与内涵2.2.3客户关系管理的作用和影响2.3客户的识别、价值评估和定位2.3.1客户的识别重要性2.3.2客户的价值评估2.3.3客户的分类 9
2.3.4基于客户价值的客户细分3、HM公司营销环境分析3.1 HM公司概况3.2奢侈品橱窗展示行业介绍V 目录
3.3奢侈品橱窗展示行业需求分析3.3.1奢侈品橱窗展示行业发展状况3.3.2奢侈品橱窗行业发展状况总结3.4奢侈品橱窗行业波特五力模型分析3.4.1行业竞争者分析3.4.2潜在进入者分析
21
3.4.3替代品分析
21
3.4.4供应商的议价能力
22
3.4.5买方的议价能力
23
3.5 HM公司运营及SWOT分析
23
3.5.1 HM 公司 SWOT 分析
23
3.5.2 HM公司核心竞争力分析
24
3.6竞争者分析 25
3.6.1行业竞争分析
25
3.6.2主要竞争对手营销现状分析
26
3.6.3 HM公司与主要竞争对手对比分析
30
4、HM公司营销现状及问题分析
31
4.1 HM公司现行营销状况
31
4.1.1产品类型 31
4.1.2产品及服务定价
33
4.1.3销售渠道 35
4.1.4促销方式 35
4.2 HM公司营销现状问题分析总结
36
4.2.1现行营销策略存在的问题
36
4.2.2问题的解决思路
37
5、HM公司客户价值与需求调查研究
39
5.1调查研究的目的与方法
39
VI 目录
5.2深度访谈、调查问卷研究设计
39
5.2.1访谈、问卷内容设计
39
5.2.2小规模前测
39
5.2.3深度访谈与问卷发放与收集
40
5.3调查数据分析
40
5.3.1核心竞争力调查分析
40
5.3.2产品服务功能需求分析
41
5.4 HM公司基于客户价值的客户细分
44
5.4.1客户价值评估
44
5.4.2客户价值细分及价值分析
49
6、HM公司营销策略改进措施
52
6.1基于客户价值的整体营销策略改进措施
52
6.2各类价值客户的营销改进措施
55
6.2.1金牌客户营销策略改进措施
55
6.2.2重点客户营销策略改进措施
56
6.2.3潜力客户营销策略改进措施
57
6.2.4低价值客户营销策略改进措施
58
60
61
64
SSttf 67
VII 目录
图表目录
图1-1研究内容表图2-1三维客户细分模型图3-1 HM公司运营模式图图3-2 HM公司组织架构图表3-1中国奢侈品消费市场发展阶段图3-3 2010-2015年中国奢侈品消费规模图3-4奢侈品消费渠道的变化预测图3-5 HM公司客户橱窗展示业务负责人构成图3-6传统橱窗与概念店的区别
22
表3-2 HM公司SWOT分析表
24
表3-3行业竞争者对比
25
表3- 4 HM公司与标杆企业对比表
30
图4-1橱窗产品类型
31
图4-2店铺内展示道具
32
图4-3画面类产品
32
表4-1 HM公司不同产品类型的销售额比例
33
表4-2 HM公司不同客户类型采购产品比例表
33
表4_ 3 HM公司月艮务歹lj表
33
表4- 4不同产品的定价和盈利能力表
34
表4-5 HM公司服务定价表
35
图5-1 HM公司竞争优势统计表
41
表5-1调查表中关于产品或服务的问题列表
41
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