摘要
I
JYD 公司石油化工行业信息服务平台
的大客户管理策略研究
摘要
大客户是企业的重要客户，但是如何有效的管理好大客户已经成
为企业发展过程中的重中之重。有效的大客户管理可以给企业带来稳
定收益，也使企业在竞争中脱颖而出。在当下资讯平台迅速发展，越
来越多的平台把资源投向大客户市场，以此来抢占市场，如何做好大
客户管理已经成为研究的重要课题

JYD 平台是以石油化工行业信息发展起来的，到目前为止，JYD
平台的石油化工信息还处于国内行业领先地位。但是最近几年里，信
息资讯产品一日千里，市场竞争也越来越激烈，信息平台的大客户管
理中存在一些问题导致新的大客户开发不足和已合作的大客户流失，
最终公司的经营业绩和盈利能力增速放缓。因此利用大客户管理的相
关理论，并结合 JYD 公司石油化工行业信息服务平台的现状和经营
的特点，给出有针对性的大客户管理改进策略，对提升 JYD 平台的
可持续发展和盈利能力具有重要的实践意义

本文依据找出问题-分析问题-解决问题的思路来构造全文的框架，
首先，参考了大量有关大客户管理的相关文献，以及国内外大客户管
理的成功案例，重点学习了大客户管理中的大客户识别方法，大客户
服务，大客户管理内容及流程等等。其次，对 JYD 平台现状的分析，摘要
II
包括平台发展情况，管理现状，大客户的来源等等，为找出问题作铺
垫，也为何做大客户管理提供可行性与必要性。再次，基于问卷数据
和深度访谈，统计分析得到平台存在的问题以及原因，最后根据调查
结果提出针对性的解决问题的方案。本文并从业绩的角度检验改进后
的效果

关键词：大客户管理；大客户识别；大客户服务ABSTRACT
III
Research on Key Account ManagerialStrategy of Jyd
Company&39;s Information Service Platform In
Petrochemical Industry
ABSTRACT
Key account is an important customer of the enterprise, but how to effectively manage the big
customer has become the most important in the process of enterprise development. Effective
management of large customers can bring stable benefits to enterprises, but also enterprises in the
competition to stand out. In the current rapid development of information platform, more and
more platforms to invest in large customer resources market, in order to seize the market, how to
do a good customer management has become an important research topic.
JYD platform is based on the development of petrochemical industry information information,
so far, JYD platform petrochemical information is still in the domestic industry leading position.
But in recent years, the information products of a thousand li a day, increasingly fierce market
competition, some of the customers to develop new problems and have cooperation in the loss of
customers large customer management information platform, operating performance and
profitability of the company eventually slowed down. Therefore, by using the theory of customer
relationship management, combined with the JYD company of petroleum and chemical industry
information service platform status and operating characteristics are improved strategy for large
customer management, has important practical significance to enhance the sustainable
development of the JYD platform and profitability.
Based on the analysis of the problem, to find ways to solve the problems to construct the
framework of this dissertation, firstly, refer to a large number of literatures about customer
management, and customer management in the domestic and international successful cases, the
study focused on the customer identification method of customer management, customer service,
customer management content and process etc.. Secondly, the analysis of the current situation of
the JYD platform, including the development of the platform, the management of the status quo,ABSTRACT
IV
the source of large customers, etc., in order to find out the reasons for the problem, but also why
bigger customer management to provide feasibility and necessity. Again, by questionnaire survey
and in-depth interviews of two kinds of methods, analysis of the real need to improve the place
and the reasons, and provide data support for the improvement scheme, according to the detailed
analysis, and finally find out the solutions for solving problems. The last chapter of this paper,
from the point of view of performance, has done a simple feedback after the change, has achieved
the purpose of improvement.
Name：彭敦丽
Supervised by：陈梅梅
KEYWORDS:KeyaccountmanagementGreatcustomeridentificationKeyaccountservice目录
v
目录
摘要.........I
ABSTRACT.....III
1 绪论....1
1.1 研究背景及意义.........1
1.1.1 研究背景..........1
1.1.2 研究意义..........1
1.2 研究内容、方法及技术路线.2
1.2.1 研究内容..........2
1.2.2 研究方法..........2
1.2.3 技术路线..........2
2 大客户管理相关理论4
2.1 大客户定义及特征.....4
2.1.1 大客户定义......4
2.1.2 大客户的特征..4
2.2 大客户管理.....4
2.2.1 大客户管理的定义......4
2.2.2 大客户识别及方法......5
2.2.3 大客户服务......7
3 JYD 公司及平台现状分析....8
3.1 JYD 公司的概况及组织架构.8
3.1.1 JYD 公司的基本概况..8
3.1.2 公司的组织架构..........8
3.2 JYD 平台的概况.........9
3.3 JYD 平台的现有大客户管理现状...10
3.3.1 JYD 平台大客户的来源........10
3.3.2 JYD 平台大客户业务发展情况........10
3.3.3 JYD 平台大客户的管理流程13
3.4 JYD 平台发展大客户管理的紧迫性...........14
3.4.1 平台战略发展的需要14
3.4.2 平台服务质量与销售业绩提升的需要........14
4 JYD 平台的大客户服务需求与满意度调查..........16
4.1 JYD 平台的问卷设计与调查实施...16目录
vi
4.1.1 问卷设计........16
4.1.2 问卷的实施....17
4.2 调查问卷的信效度分析.......18
4.2.1 信度分析........18
4.2.2 效度分析........19
4.3 基于问卷数据的描述性统计...........23
4.4 积差相关性分析...........
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