化工产品战略客户营销策略优化探讨与实践  

Research and practice on optimization of strategic customer marketing strategy for chemical products

作　　者：严保石 霍素芳 Yan Baoshi;Huo Sufang(SINOPEC Chemical Commercial Holding(Qingdao)Co.,Ltd.,Shandong,Qingdao 266555,China;Shijiazhuang University of Applied Technology,Hebei,Shijiazhuang 050081,China)

机构地区：[1]中石化化工销售(青岛)有限公司,山东青岛266555 [2]石家庄职业技术学院,河北石家庄050081

出　　处：《当代石油石化》2023年第8期27-31,共5页Petroleum & Petrochemical Today

摘　　要：当前我国化工行业发展迅速,化工产品产能持续扩张,市场竞争日益激烈。在化工产品市场营销中,具有综合价值贡献大、合同履约能力强、行业发展前景好、战略匹配度高等内涵的战略客户成为业内争夺的热点,更是化工企业实施客户营销管理的重中之重。如何不断强化对战略客户的服务、深化与战略客户的合作来提高产业链竞争力,推动化工企业高质量发展,是亟需研究的重点课题。文章旨在分析化工企业战略客户营销管理的重要意义及当前存在的问题,通过研究战略客户营销策略优化路径和实践,为国内化工企业实现转型升级、提质增效提供参考。With the current rapid development of China's chemical industry,the production capacity of chemical products is continuously expanding and the market competition is increasingly fierce.In the marketing of chemical products,strategic customers with great comprehensive value contribution,strong contract performance ability,good industry development prospects,and high strategic matching degree,become the hot spot in the industry and the top priority of the customer relationship marketing management in chemical enterprises.How to continuously strengthen the service to strategic customers and deepen the cooperation with strategic customers to improve the competitiveness of the industrial chain and promote the high-quality development of chemical enterprises is an urgent research topic.This paper aims to analyze the significance and existing problems of strategic customer marketing management in chemical enterprises,and provides reference for domestic chemical enterprises to achieve transformation and upgrading,improve quality and efficiency by studying the path and practice of strategic customer marketing strategy optimization.

关 键 词：化工产品 战略客户 营销策略 客户维护 

分 类 号：F426.7[经济管理—产业经济] F274