I 摘要 广通公司以通信工程业务为主，受利于通信欧亿·体育（中国）有限公司市场需求扩大，广通公司发 展迅速，但是近年来欧亿·体育（中国）有限公司技术要求越来越高，同时同欧亿·体育（中国）有限公司竞争越发激烈，广通公 司需要面临更大的压力，广通公司需要考虑如何更好的管理客户、留住客户、挖 掘客户。广通公司的业务构成基本符合二八定律，20%的大客户为广通公司创造了 80%的价值。广通公司如何有效的管理现有大客户，更好的留住大客户，为公司创 造更大价值值得考究。 本文采用文献综述法、案例分析法、问卷调查法与实地调研法等研究方法对 广通公司大客户管理进行了研究。本文一共六章：第一章，绪论部分。对研究背 景、研究思路、研究内容、研究框架、创新与不足进行了说明，并对全文进行了 概括。第二章，概念、理论与文献综述。对大客户管理的相关概念、涉及的理论、 相关的文献研究等进行了梳理，使论文有更多基础支撑。第三章，对广通公司面 临的欧亿·体育（中国）有限公司环境和公司大客户管理的具体情况进行了分析，然后着重分析了广通公 司大客户关系管理现状。第四章，分析了广通公司大客户关系管理存在的问题。 主要对广通公司的大客户关系管理问题进行了分析，包括目标大客户界定不准、 大客户关系意识缺乏、制度与服务团队缺失、大客户营销策略单一、软硬件设备 不够健全、大客户流失应急缺失等。第五章，主要提出了针对广通公司大客户关 系存在的问题，应该采取的策略和方法。主要结合第四章广通公司大客户管理存 在的问题，给出了对应的解决策略，包括：精准界定目标大客户、建立全员大客 户理念、优化制度及服务团队、完善大客户营销管理、建立大客户管理设施、健 全流失管理与应急。第六章对全文进行了总结，给出了研究展望。 通过研究主要得到以下结论：第一、广通公司的宏观环境良好，有利于广通 公司发展；同时欧亿·体育（中国）有限公司环境分析显示其竞争压力较大，所以广通公司需要通过大客 户管理来更好的应对市场和竞争。第二、广通公司大客户关系管理问题较多，包 括大客户管理目标与战略匹配度不够、大客户识别界定不准、大客户关系意识缺 乏、制度与服务团队缺失、大客户营销策略单一、软硬件设备不够健全、大客户 流失应急缺失等。第三、广通公司需要从改善大客户管理目标、精准界定目标大 客户、建立全员大客户理念、优化制度及服务团队、完善大客户营销管理、建立 大客户管理设施、健全流失管理与应急七个方面来优化大客户管理水平。 关键词：大客户管理；二八定律；大客户理念；大客户管理设施ABSTRACT II ABSTRACT Guangtong Company is mainly engaged in communication engineering business. Due to the expansion of market demand in the communication industry, Guangtong Company has developed rapidly. However, in recent years, the technical requirements of the industry are getting higher and higher, and at the same time, the competition in the same industry is becoming more and more fierce. Guangtong Company needs to face a bigger Pressure, Guangtong company needs to consider how to better manage customers, retain customers, and tap customers. The business structure of Guangtong Company is basically in line with the 28th law, and 20% of the major customers have created 80% of the value for Guangtong Company. How Guangtong Company can effectively manage existing large customers, better retain large customers, and create greater value for the company is worthy of study. In this paper, the literature review method, case analysis method, data analysis method, questionnaire survey method and field research method are used to study the management of Guangtong's major customers. This article has six chapters: Chapter 1, Introduction. The research background, research ideas, research content, research framework, innovation and deficiencies were explained, and the full text was summarized. The second chapter, concept, theory and literature review. The relevant concepts of major customer management, theories involved, and related literature research have been sorted out, so that the paper has more basic support. The third chapter analyzes the industry environment faced by Guangtong Company and the specific situation of the company's major customer management, and then analyzes the current situation of Guangtong's major customer relationship management. The fourth chapter analyzes the problems existing in the large customer relationship management of Guangtong Company. It mainly analyzes the problems of the large customer relationship management of Guangtong Company, including the inaccurate target big customers, the lack of big customer relationship awareness, the lack of system and service team, the single customer marketing strategy, the inadequate software and hardware equipment, and the loss of large customers. Missing emergency, etc. The fifth chapter mainly proposes the strategies and methods that should be adopted for the problems existing in the large customer relationship of Guangtong Company. MainlyABSTRACT III combined with the problems in the fourth chapter of Guangtong's large customer management, the corresponding solutions are given, including: accurately defining the target customers, establishing the concept of all employees, optimizing the system and service team, and improving the marketing management of large customers. Establish large customer management facilities, improve loss management and emergency response. The sixth chapter summarizes the full text and gives the research prospects. The main conclusions of the research are as follows: First, the macro environment of Guangtong Company is good, which is conducive to the development of Guangtong Company. At the same time, the industry environment analysis shows that it has greater competition pressure, so Guangtong Company needs to respond better through big customer management. Market and competition. Secondly, there are many problems in the relationship management of Guangtong Company, including insufficient management objectives and strategic matching of major customers, inaccurate definition of major customers, lack of awareness of major customer relationships, lack of systems and service teams, and single marketing strategies for major customers. The hardware and software equipment is not sound enough, and the loss of major customers is lack of emergency. Third, Guangtong Company needs to improve the management objectives of large customers, accurately define the target customers, establish the concept of all employees, optimize the system and service team, improve the marketing management of large customers, establish large customer management facilities, and improve the management and emergency management. Seven aspects to optimize the management level of large customers. Keywords: key customer management; 28 law; key customer identification; key customer management facilities目录 IV 目 录 第一章 绪论........................1 1.1 选题背景与意义... 1 1.1.1 选题背景....1 1.1.2 研究意义....2 1.2 研究思路与方法... 2 1.2.1 研究思路....2 1.2.2 研究方法....2 1.3 研究内容与框架... 3 1.3.1 研究内容....3 1.3.2 研究框架....4 第二章 概念、理论与文献综述.......................5 2.1 相关概念............... 5 2.1.1 大客户定义5 2.1.2 大客户管理定义.......................5 2.1.3 大客户管理意义.......................6 2.1.4 大客户管理的内容...................7 2.2 理论基础............... 8 2.2.1 客户关系价值理论...................8 2.2.2 客户关系管理理论...................8 2.2.3 客户保持理论...........................9 2.2.4 客户转移成本理论...................9 2.2.5 CRM 系统理论........................10 2.2.6 客户生命周期理论.................10 2.2.7 理论对本文的支撑.................11 2.3 文献综述..............11 2.3.1 大客户理论与方法的研究.....11 2.3.2 大客户管理关键因素与模型的研究....................11 2.3.3 大客户管理实践问题及策略的研究....................12 2.3.4 研究现状评述.........................13 第三章 广通公司发展环境和大客户管理现状............................14目录 V 3.1 广通公司基本情况............................ 14 3.2 广通公司发展环境............................ 14 3.2.1 宏观环境..14 3.2.2 欧亿·体育（中国）有限公司环境分析.........................21 3.3 广通公司大客户关系管理现状........ 24 3.3.1 广通公司大客户情况.............24 3.3.2 广通公司大客户管理现状.....25 第四章 广通公司大客户关系管理存在的问题............................27 4.1 大客户关系管理问题调查................ 27 4.1.1 问卷设计..27 4.1.2 调查对象的选定及依据.........29 4.1.3 问卷发放与回收.....................29 4.2 大客户管理具体问题诊断................ 30 4.2.1 目标