从 2008 年下半年以来，全球金融动荡使世界经济放缓，煤炭产能供大于求，
受到进口煤的严重冲击、区域优势减弱、低碳经济和节能减排等因素使得煤炭行
业的贸易格局发生了很大变化，市场竞争日趋激烈。开滦范各庄矿业分公司作为
煤炭企业，同样受到了市场影响，使得销售锐减、价格下降、库存增大，企业风
险剧增，因此开滦范各庄矿业分公司如何有效利用 20%的大客户实现范各庄矿
80%的销售额，成为企业急需解决的难题。
本文在对大客户管理及相关理论进行了深入研究的基础上，以开滦范各庄矿
业分公司为研究对象，对其主要的大客户群、产品结构、现行的大客户管理模式、
主要业务等展开了分析研究。并针对开滦范各庄矿业分公司目前存在的状况，主
要是从大客户营销理论及其在煤炭行业中的应用方面着手，一方面研究范各庄矿
行业环境并诊断现行的销售模式，剖析范各庄矿存在的问题——由于计划经济的
束缚已有多年，旧经济体制下形成的那些老的思想观念和思维方式以及营销方法
等无法满足企业的发展需求；另一方面制定范各庄矿大客户营销策略的新模式，
将先进的大客户营销管理理念引进范各庄矿，提供新思路、新方法，使得企业通
过实施客户关系管理获得一定的竞争优势，改进范各庄矿的客户关系管理水平，
提高企业的市场营销能力，增强企业的竞争力。
关键词：开滦范各庄矿；大客户；大客户营销；策略Abstract
III
Abstract
Key account is not only the most vital procedure in the marketing but also the
most important insource of the profit. There are problems the coal mine must
consider， such as how to keep up the relationship between the enterprise and the key
account in the competitive surrounding， how to manage the key accounts， search
the way on developing the business and fighting for gaining the profit together， also
establishing a scientific and impeccable KAM system which is in favor of pushing
forward the strategy， decreasing the risk of operating the business， promoting the
economic benefit ， elevating the managerial level ， advancing the marketing
competitiveness.
The global financial crisis has slow down the global economic since 2008， the
yield of the coal is greater than the demand of the coal，also the gross of the imported
coal has grew vastly， the regional advantage has weakened， energy conservation
and output reduction are appealed， above all these elements draw the layout of the
coal industry convert greatly， the market competition is more drastic. As the coal
mine， Fangezhuang mine is influenced by the market， the sale and the price has
fall，the stock and the risk has increased，in case that all these challenges need to be
solved，the establishment should search a valid way to break the economic dilemma，
make use of the key accounts who are occupy 20% to arrive 80% sales.
Based on the deeply study of the theory of the KAM， the key customer of the
fangezhuang mine is researched， also the structure of the production， the current
mode of the KAM and the major professional work are studied，in the one hand，the
existing problem is analyzed in the basis of the current condition， the existing
marketing mode and the industry environment are diagnosed， because the planed
economic has constrained the business for many years， also there some obsolete idea
and thinking pattern are formed under the old economic system； on the other hand，
formulate a new mode of the marketing strategy， introduce the advanced idea about
the KAM， and provide new thinking and new way to fangezhuang mine， all these
will help the business get more competitive superiority，improve the manage level on
the account relationship， promote the marketing ability ， heighten the competitive
power.
Key Words: Fangezhuang mine, Key Account, Key Account Marketing, Strategy
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