基于竞合关系的企业大客户服务策略研究  

Strategic Study on Serving the Key Account Based on the Competitive Cooperation

作　　者：冯巧云[1] FENG Qiao-yun(Suzhou Institute of Industrial Technology, Suzhou Jiangsu 215104)

机构地区：[1]苏州工业职业技术学院,江苏苏州215104

出　　处：《天津商务职业学院学报》2017年第1期35-38,共4页Journal of Tianjin College of Commerce

摘　　要：在竞争激烈的市场经济下,服务好大客户是现代企业自身发展的需要,通过规范大客户的服务内容,优化服务流程,不断提升服务质量,赢得与大客户的长久合作,才能促进企业的可持续发展。通过研究竞合关系、大客户服务相关理论,不难发现大客户服务中存在的问题,如客户服务意识薄弱、售后服务不到位,客户需求不了解,客户服务体系不完善,专业化服务不到位等。因此应采取建立大客户服务体系,提高大客户满意度,培育大客户忠诚度,开展大客户战略性服务等策略实现各方利益共赢。Under the market economy with fierce competition, offering good service to the key account is required by modem enterprises for self-development. The sustainable development has relied on standardizing the service content, optimizing service flow, upgrading service quality and maintaining the long-term cooperation. Through study on competition cooperation and the relative theories, it is easy to find out problems existing in serving the key account, such as lack of customer-service consciousness, lack of after-sale service, lack of understanding customer demand, lack of service system and lack of professional services. Therefore, strategies including establishing key account service system, enhancing customer＇s satisfaction, cultivating customer loyalty and developing strategic services and so on should be adopted to achieve win-win.

关 键 词：竞合关系 大客户服务 存在问题 服务策略 

分 类 号：F274[经济管理—企业管理]