跨國公司的全球客戶營銷管理——西門子工業(yè)自動化領(lǐng)域的營銷實踐.pdf

1、復(fù)旦大學碩士學位論文跨國公司的全球客戶營銷管理——西門子工業(yè)自動化領(lǐng)域的營銷實踐姓名：徐偉申請學位級別：碩士專業(yè)：工商管理指導(dǎo)教師：陸雄文2002101000M055徐偉跨周公司的爭球客，一營銷管刪ABSTRACTWiththeentranceotW’I’oChinaattractedmoreandmoreinvestmentsfrommultinationalcorporationsduetoitscheapmaterials，qua

2、lifiedhumanresourcesandexcellentinfrastructureChinawouldliketohavethetrendtobea“worldfactory”Historicallythestrategicrelationsamongthesemulthlational8areverycomplexaroundtheglobalenvironment，italsobenefitmultinationalsal

3、otwhentheycometoChinatogetherasstrategyof‘‘globalaccountsfollowup”Therefore，howtomanagetheglobalaccounts’relationshipHowtosatisfytheirspecialneedsandbuildupastrategicpartnership，whichishelpfulforthemultinationals’competi

4、tiveadvantagesachievedwithintheindustryBasedonmypracticalmarketingexperiencesinSiemens，thispaperdiscussingthemarketingmanagementofglobalaccountsinthefieldofindustralautomat／onGlobalACCOunt’sDemandsSolutionBusinessGlobalS

5、trategyievecompetitivees，marketsharetabilityLocalRelationshipTakingCareThestructureofthispaperisorganizedasabovechart，thefirstpartisaboutthedefinition，needs，andmeaningofglobalaccountsThesecondpartinvolvesthecorecompetenc

6、eandtheglobalaccounts’approachingsystembasedonthatThethirdpartfocusingonglobalstrategyandlocalrelationships’takingcareofglobalaccountsTheforthpartdiscussingthesolutionbusinessandservicemarketingtoglobalaccountsThefifthpa