杭州华致酒行新客户开发与维护策略浅析大学毕设论文.doc

毕业设计（论文） 题　　目： 杭州华致酒行新客户开发与维护策略浅析　 系 （部）： 经济与管理工程系 专业班级： 市场营销10-2班 　 姓 名： 吴俊芬 学 号： 201037038 指导教师： 李曼 2013年 5 月 15 日  摘 要 随着我国经济的持续发展，生活水平不断提高，酒类消费不断上升，中高档酒市场竞争日渐激烈，如何在激烈的竞争中稳固及扩大市场分额，成为了各大酒水销售及供应企业共同面临的难题。同时由于企业资源的有限性，企业不可能为所有客户都提供令其满意的服务，这就导致企业在不断努力开发新客户的同时也不断地有客户因为不满意其服务而离开是决定企业赢利能力大小的关键，也是企业核心竞争力的重要组成部分。 这直接影响业务员们的业绩和公司的。本文bstract With Chinas sustained economic development, living standards continue to improve, rising alcohol consumption, high-end wine market is increasingly competitive, how to secure and expand market share in the fierce competition, has become a major wine sales and provider of enterprise problems. The satisfaction of the service due to the limited nature of the enterprise resource, businesses can provide for all customers, what led to a lot of business in the ongoing efforts to develop new customers at the same time, customers are not satisfied with their services and leave. Therefore are able to maintain the live customers is the key to determine the size of corporate profitability, an important part of the core competitiveness of enterprises. If there is a problem on the new customer development and maintenance of customers, which will directly affect the salesman their results and the companys earnings. How to develop new customers and maintain customer relationships is of concern to all enterprises. This article focuses on description of some of the steps and strategies of how to develop new customers and maintain customer, as well as high-end wine business information and market situation. Keywords: Customer development；customer maintenance； strategy 目 录 摘 要 I Abstract II 目 录 III 引 言 1 1 杭州华致酒行连锁管理股份有限公司概况 2 2.1杭州高档酒市场现状综述 3 2.2杭州高档酒行业供求关系 4 3 杭州华致酒行新客户开发的步骤与策略 11 3.1新客户开发的步骤 11 3.2新客户开发的策略 15 4 杭州华致酒行客户维护的步骤与策略 19 4.1维护客户的步骤 19 4.2维护客户的策略 20 5 总结 22 参考文献 23 致 谢 24 引 言 中国历来有饮酒的文化和传统，不管是居民日常交往还是商务政务交流，酒是一个不可