關鍵顧客管理優化策略 ─以C食品公司為例

Abstract

本研究以中國C公司為物件，深入探討其關鍵客戶優化策略管理。近年來，全國烘焙市場規模持續擴大，但C公司在關鍵客戶管理方面面臨諸多挑戰，如競爭對手擠壓市場份額、部分關鍵客戶合作關係疏離等。文章基於5C分析框架、關鍵客戶管理理論以及市場行銷總體分析框架（5C、STP、4P）展開研究，採用資料分析、文獻綜述法、和案例分析法等研究方法，剖析 公司關鍵客戶管理現狀與問題，提出一系列優化策略。通過優化客戶分類與評估機制、內部組織結構、客戶關係管理技術應用，加強定制化與差異化服務、個性化服務、品質保障與技術支援，優化分銷管道等措施，提升關鍵客戶的滿意度、忠誠度，從而建立戰略合作夥伴關係。研究發現，實施差異化策略和強化CRM系統整合應用對C公司關鍵客戶管理意義重大，優化區域分銷策略和多管道整合可提升物流效率和客戶體驗。本研究為C公司提供了系統的關鍵客戶管理優化方案，也為其他企業在關鍵客戶管理方面提供了借鑒，但研究存在資料來源局限、行業適用性有限、長期效果評估不足等問題，未來可開展跨行業比較研究並關注人工智慧在B2B客戶管理中的應用。

This research focuses on the optimization strategy management of key accounts of Company C in China. In recent years, the scale of the national baking market has been continuously expanding. However, Company C faces many challenges in key customer management, such as market share being squeezed by competitors and the alienation of cooperation relationships with some key customers. This article is based on the 5C analysis framework, key customer management theory, and the overall marketing analysis framework (5C, STP, 4P). Research methods such as data analysis ，literature review, and case analysis are used to analyze the current situation and problems of Company C's key customer management, and a series of optimization strategies are proposed. By optimizing the customer classification and evaluation mechanism, internal organizational structure, and the application of customer relationship management technology, strengthening customized and differentiated services, personalized services, quality assurance, and technical support, and optimizing the distribution channel, the satisfaction and loyalty of key customers can be enhanced, and strategic partnership can be established. The research findings show that implementing differential strategies and strengthening the integration and application of the CRM system are of great significance for Company C's key accounts management. Optimizing regional distribution strategies and multi-channel integration can improve logistics efficiency and customer experience. This research provides a systematic optimization plan for Company C's key accounts management and also offers reference for other enterprises in key accounts management. However, the research has limitations such as limited data sources, limited industry applicability, and insufficient long-term effect evaluation. In the future, cross-industry comparative research can be carried out, and attention can be paid to the application of artificial intelligence in B2B customer management.