近年来，受到人口红利影响、工业企业转型升级需求拉动以及产业政策激励的多重刺激 下，中国工业机器人产业实现了快速发展和增长，业内领军企业产业化能力不断提升，与此 同时许许多多的相关企业也积极跻身于机器人产业行列。在这样一个群雄逐鹿竞相发展的行 业里，S公司的工业机器人产品受到了猛烈的市场竞争，做好大客户的关系营销，将对公司 营销整体规划乃至公司经营发展产生非常重要的推动作用，本文以S公司为研究的案例对 象，对工业机器人产品的需求端的大客户关系营销进行分析研究。首先对大客户和客户关系 营销的相关研究成果进行了综述，并分析和阐述了S公司机器人产品在国内的营销状况。在 此基础上，论文分析了S公司大客户的构成和确认标准，通过访谈法和问卷调查法对S公司 的大客户营销的现状进行调查，找到存在的问题并对问题的原因进行分析；最后，针对问题 论文提出了S公司大客户关系营销实施的具体对策，包括：S公司大客户细分以及在此基础 上的优化大客户跟进、针对性专项约束、个性化关系营销策略、实行大客户关系分类管理、 对大客户关系营销的组织架构及管理流程进行系统梳理和重新构建、提供S公司外部市场 关系营销的策略、以客户为中心的多维度营造大客户忠诚度等。 本文将大客户关系营销理论和S公司实践相结合，能够有助于改善S公司的大客户细分 和关系管理，提升企业参与大客户关系营销的意识，降低大客户的流失率，提升企业关于大 客户关系维护的能力。 关键词：大客户，关系营销，客户忠诚度，客户价值 S公司工业机器人大客户关系营销研究 II ABSTRACT Recently,intheincentivesofindustrypolicyandtheleadingofmarketdemand,theindustryof China'sindustrialrobotsrealizeincreasedrapidlyandtheindustrializationofleadingenterprises abilityimproved,atthesametime,moreandmorenewcompaniesarealsoactivelyinvolvedin therobotindustry.Insuchafiercemarktecompetition,theproductsofhuman-machine collaborativerobotsofScompanyarefacinganenormouschallenge.Themarketperformance relatedtocustomerrelationshipmarketingstrategywillpushthecompany'soverallmarketing planninganddevelopment.Scompanyisthecaseoftheessay.Thispaperanalyzedandstudiedthe managementoflargecustomerrelationshiponthedemandofindustrialrobotproducts.Firstofall, thepapersummarizedtheresearchresultsonkeyaccountsandcustomersrealationshipathome andabroad.ThenthepaperanalyzedandexpoundedtheoperationstatusofScompany'srobot productsinChina.Onthisbasis,thispaperdescribedthecurrentsituationofthemanagementof keyaccountsofScompany,analyzedtheexistingproblemsandcauses,andanalyzedthe compositionandrecognitioncriteriaofkeyaccounts.Inaddition,theevaluationselectionand ratingcriteriaofmajorcustomersofScompanywereestablishedthroughquestionnaires.Finally, thepaperputforwardcountermeasuresontheimplementationofcustomerrelationship managementofScompany,includingrebuildedthekeyaccountrelationsmanagement organizationstructureandmanagementofprocesssystems,providedexternalmarketof relationshipmarketingstrategy,buildedthecenterofmulti-dimensionalcustomerloyaltyandso on. Ihopethesesuggestionscanhelptoimprovekeyaccountsegmentationandrelationship managementofScompanyandpromoteconsciousnessofenterprisetoparticipateinthekey accountrelationsmanagementandreducetheturnoverrateoflargecustomersandimprovethe abilityofenterpriseofkeyaccountrelationshipmaintenance. Keywords:keyaccount,relationshipmanagement,customerloyalty,customervalue 南京航空航天大学硕士学位论文 III 目录 第一章绪论.......................................................................................................................................1 1.1选题背景及意义..................................................................................................................1 1.1.1选题背景...................................................................................................................1 1.1.2研究意义...................................................................................................................2 1.2相关理论和研究评述..........................................................................................................3 1.2.1关于大客户管理的文献综述....................................................................................3 1.2.2关于大客户价值描述的文献综述...........................................................................3 1.2.3关于大客户管理策略的文献综述...........................................................................4 1.2.4现有研究中的评述...................................................................................................5 1.3研究目标、内容、方法和技术路线..................................................................................5 1.3.1研究目标....................................................................................................................5 1.3.2研究内容....................................................................................................................5 1.4研究方法与技术路线..........................................................................................................6 1.4.1研究方法...................................................................................................................6 1.4.2技术路线...................................................................................................................7 第二章工业品大客户关系营销理论综述.......................................................................................8 2.1关系营销的转变...................................................................................................................8 2.1.1关系营销的转变........................................................................................................8 2.1.2关系观念的重要性....................................................................................................8 2.2关系营销的内涵...................................................................................................................9 2.3关系营销的市场模型........................................................................................................10 2.4大客户关系营销的必要性................................................................................................10 2.5工业品营销概论.................................................................................................................11 2.5.1工业品市场的基本特征..........................................................................................11 2.5.2工业品市场企业与客户关系的类型.....................................................................12 2.5.3我国工业品市场营销现状......................................................................................12 2.6关于大客户生命周期理论的综述.....................................................................................13 2.7关于客户满意度与忠诚度理论综述................................................................................13 2.7.1客户满意度..............................................................................................................13 2.7.2客户忠诚度..............................................................................................................14 第三章S公司机器人产品市场竞争和客户需求分析.................................................................15 3.1工业机器人行业现状分析................................................................................................15 3.2市场环境分析.....................................................................................................................18 3.2.1厂商竞争现状分析..................................................................................................18 3.2.2客户需求现状分析..................................................................................................20 3.3S公司整体业绩状况..........................................................................................................21 3.4当前S公司客户结构和大客户的定义.......................................................................22 第四章S公司大客户关系营销调查.............................................................................................26 4.1S公司大客户关系营销调查......................................................................................26 4.1.1