机械制造企业大客户服务营销管理策略研究  

Machinery manufacturing enterprise big customer service marketing management strategy

作　　者：周东升 Zhou Dongsheng(AVIC Forstar Science&Technology Co.,Ltd.,Xi’an,Shaanxi,710076)

机构地区：[1]中航富士达科技股份有限公司,陕西西安710076

出　　处：《市场周刊》2024年第17期84-87,共4页Market Weekly

摘　　要：在全球经济增长放缓、贸易保护主义抬头的大环境下,传统经济逐步向服务经济蜕变,服务正成为经济发展的助推器,也是企业竞争力的源泉。对身处其中的企业而言,既有不确定性、模糊性带来的无限机遇,也面临复杂、易变环境下的严峻挑战。如不更新服务营销理念,构建完善的服务营销体系,就会影响企业的发展。据此,企业应注重大客户服务营销,以增加用户的认知和忠诚度。基于此,文章以机械制造企业为例,审视了服务营销的内涵与特征,分析了大客户服务营销管理存在的问题,立足更新服务营销理念,打造营销管理文化氛围,提供个性化、精准化服务,注重先进技术手段的使用等层面,提出服务营销管理的具体策略,以期帮助企业进一步提升核心竞争力,助推我国经济高质量发展。In the context of slowing global economic growth and rising trade protectionism,the traditional economy has gradually transformed into a service economy.Service is becoming the booster of economic development and the source of enterprise competitiveness.For the enterprises in it,there are not only unlimited opportunities brought by uncertainty and ambiguity,but also severe challenges in the complex and changeable environment.If the service marketing concept is not update,a perfect service marketing system is not built,it will affect the development of the enterprise.Accordingly,enterprises should pay attention to key customer service marketing to increase usersawareness and loyalty.Based on this,the article in machinery manufacturing enterprises,for example,examine the connotation and characteristics of service marketing,analyzes the big customer service marketing management problems,based on update service marketing concept,build marketing management culture atmosphere,provide personalized,accurate service,pay attention to the use of advanced technology level,put forward the specific service marketing management strategy,in order to help enterprises to further enhance the core competitiveness,boost our economic development of high-quality.

关 键 词：企业 大客户 服务营销 营销策略 

分 类 号：F713.54[经济管理—市场营销]