数字化背景下国有润滑油大客户营销模式思考与实践  

Thinking and Practice of Big Customer Marketing Mode for State-owned Lubricating Oil Enterprise amid Digitization

作　　者：莫悚 Mo Song(SINOPEC Lubricant Company,Beijing 100085,China)

机构地区：[1]中国石化润滑油有限公司大客户业务中心,北京100085

出　　处：《当代石油石化》2022年第3期24-29,共6页Petroleum & Petrochemical Today

摘　　要：数字经济与工业经济的深度融合,已成为推动传统制造企业实现高质量发展的重要路径。在此背景下,各种商业数据在客户与企业之间迭代交互,由此带来的全新大数据营销手段,使得越来越多的润滑油企业意识到数字化对大客户营销领域至关重要。借助大客户营销数字化转型升级的契机,创新营销模式、把握市场机遇、促进业务增长,是亟需研究的重点课题。文章旨在对国有润滑油企业在大客户营销中存在的问题进行分析,通过研究大客户营销数字化路径和实践,为国内润滑油企业顺利转型升级、实现提量增效提供参考。At present,digital technology is widely permeated in industry production and daily life,digital economy is booming,digital industrialization and industrial digitization are accelerating,and the deep integration of digital economy and industrial economy has become an important path to promote the high-quality development of traditional manufacturing enterprises.In this context,various commercial data are iteratively interacting between customers and enterprises,and the new big data marketing means brought by this make more and more lubricating oil enterprises realize that digitization is crucial to big customer marketing.How to make use of the opportunity of digital transformation and upgrading of key account marketing,innovate marketing mode,grasp market opportunities and promote business growth is the key problem to be solved urgently.This paper aims to analyze the problems existing in the marketing of state-owned lubricating oil enterprises in key account,and provide reference for the smooth transformation and upgrading of state-owned lubricating oil enterprises and the realization of volume and efficiency improvement through the study of digital marketing path and practice of key account.

关 键 词：润滑油 大客户营销 数字化 转型升级 

分 类 号：F274[经济管理—企业管理] F426.22[经济管理—国民经济]