飞利浦彩电重点客户管理及发展策略研究

上海交通大学硕士学位论文飞利浦彩电重点客户管理及发展策略研究姓名：潘雯申请学位级别：硕士专业：工商管理指导教师：周洁如20090111THERESEARCHOFPHILIPSTVKEYACCOUNTMANAGEMENTANDDEVELOPMENTSTRATEGYABSTRACTThefiercecompetitioninTVindustryhasdriventhetotalmarketintoademand-dominatedmarket.ChainstoresnowbecomethemostimportantandindispensiblekeyaccountstoTVmanufacturesduetotheirfastexpansion.Astraditionalmanagementcannotbesimplyappliedtothosekeyaccounts,formingamanagementstrategythatisfocusingonkeyaccountsisaguaranteeforTVmanufacturestoastablegrowth.ThisessaytakesPhilipsasarealcaseandanalyzeshowPhilipskeyaccountmanagementstrategyformed,what’stheflawandhowtoamendthisflaw.There’resixpartsofthisessay:thefirstpartincludesthestudybackground,mean,purposeandframework;thesecondpartincludesbasictheoryofKeyAccountManagement;thethirdpartpointouthowPhilipsKeyAccountManagementStrategycomeintoformandconfirmsitsnecessity;fourthpartgivesathoroughanalysisofcurrentstrategyandfindsouttheproblemPhilipsfacing;thefifthpartcomeupwithasolutiontothecurrentissuesinPhilipsstrategy;thelastpartconcludesthetotalessayandoutlookforfuturestudy.Insummary,thisessaypointsoutthatPhilipsTVmustestablishastrategicrelationshipwithKeyAccountsanddifferentiatemanagementaswellasenhancetheabilityinretailsalessothatKeyaccountmanagementwillbeefficient.IdohopethisessaycouldwidenthemindsetinKeyAccountManagementandhavesomepracticalmeaningaswell.KEYWORDS:KeyAccountManagement,PhilipsTV,Strategy200812220081222008122MBA111.1120919020062007151LocalLocalEuropeEuropeJapanJapanKoreaKorea1FIGURE1:BrandsinChinaTVMarketMBA21Table1:PriceErosionofMajorTVBrandsLG200611,28012,64515,87712,7898,3328,58111,25911,43020079,73910,69512,0209,8986,8367,0469,4459,03114%15%24%23%18%18%16%21%22006A.80%B.32005MBA31.2:(1)(2)(3),1.3“”MBA4,,,ZYK1.4221MBA52FIGURE2FrameofResearch6543MBA622.12.1.1180%20%80%20%80%20%80%20%2MBA732.1.29150000=x20071265090005852100003MBA84100000/56()=××7/8()=/9()=/MBA92.2102.2.1:(1)(2)90(3)MBA10(4)2.2.2(1)19992002(2)20032005,2003(3)2006MBA1120062.35C2.3.1(1)200770028200310(2)MBA1285%10085(3)60%4230%2.3.25C5C5C(1)Customer()MBA13(2)Company33FIGURE3“CustomerCentered”Process(3)Consumer():(4)Competitor()MBA14(5)ChannelMBA1533.13.1.11RoyalPHILIPS60123,8002007270,282007,,20046520074275%7720072006672007382007MBA162192019852314,000402008113CTCTCosmoPolis()LivingColors()3()60%447124242007FIGURE4:PHILIPSLCDTVProductLine2007MBA175200743.51,200654%24.6%1214143719012212435128300500100015002000250030003500400045005000RMB'M121414371901221228304351vsLY-118%151%116%130%154%200220032004200520062007TV2002–2007RMBRMB’’MM--GrossGrossDataSource:PHILIPS52002-2007FIGURE5PHILIPSTVSalesResultfrom2002to20076200720075.7%3(7.7%)(9.3%)(5.2%)MBA1862006-2007FIGURE6:MarketShareTrendofTVfrom2006to20073.1.2120202006-2007MBA19772004-2006FIGURE7:NetPreferenceScoreofCustomerfrom2004to200620202:,,MBA20,90LCDLG-(3)8020091000MBA21SWOT3.2MBA223.2.120990200620071590200908MBA233.2.219090CRTLCD920072006103%69%200780%9-2007200620078FIGURE8:BusinessModeofTVMBA242270%22005-2007Table2:ChannelShareofLCDTVfrom2005-20072005200620072005200620071,2683,2634,33516%14%12%5,21416,40822,24467%68%69%1,2484,0685,76916%17%17%892516961%1%2%3.2.320199920071MBA25220200716003MBA2644.14.1.11060%MBA274.1.22%-3%4.1.3+500010FIGURE10GOME&SUNINGSalesShareinPhilipsMBA28+4.220024.2.111(1)(2)MBA2911FIGURE11PHILIPSTVKeyAccountManagementStructure4.2.2200811,1212FIGURE12PHILIPSTVOrganizationChartMBA3020052006SAP2007,4.34.3.1200620039000MBA312005313%20062007200690%22.4%4.3.2320058200728250%1MBA322200731.69%,2-3%33Table3PHILIPSCostofKeyAccount/10%5%2%MBA332%2%2%1%24%4.3.3MBA344.44.4.120072007132007200620%0860711%MBA354.4.22006-2007132006-2007FIGURE13PriceTrendofTVMajorBrandsfrom2006to2007MBA361.2.3.4.4.3(1)40%ROI(2)MBA37()MBA3855.1,5.1.1MBA395.1.2(1)(2),(3)30152000MBA405.25.2.11231MBA41210/3+Win-Win1.2.+MBA425.2.2;;,13-4MBA4328+5.2.330MBA445.2.4MBA451.2.SMARTS--M--A--R--T--3.MBA465.3(1)504080%20071241.7%58%(2)20071288.8%,41.7%(3)/2007126.9%(4)MBA47=/MBA4866.1MBA496.2MBA50[1]2200611[2]20069[3].1120057[4]20031[5]20041[6]20068[7]20065[8]200512[9]..20067[10]20071[11]20079[12]2008326[13]20051[14]20077[15]20084[16]200711[17]20075[18]20081[19]CMM20071220086[20]MBA51M0612092MBA52[1]200864347飞利浦彩电重点客户管理及发展策略研究作者：潘雯学位授予单位：上海交通大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：3ec767b7-6e38-456b-9648-9dd500f93c57下载时间：2010年8月17日