企业营销人员的大客户开发策略探析

Research on the large customer development strategy of enterprise marketing staff

顾客价值的二八分化现象几乎成了市场中的铁律。对于企业来说,80%的利润来自20%的重要客户,其余20%的利润则来自80%的普通客户。因此,开发重要客户,即大客户资源将是企业利润的主要保障与突破口。文章阐述了企业大客户的定义,分析其对企业经营的重要作用,探讨并总结出营销人员在大客户开发过程中可以采取的具体策略。

Two eight customer value differentiation phenomenon has almost become a market iron discipline already.For enterprises,80% of the profits come from 20% of the important customers,and the remaining 20% of the profits come from 80% of the general customers.Therefore,the development of important customers,that is,resources will be the main guarantee and a breakthrough of corporate profits.This paper expounded the definition of enterprise large customers,analyzed its important role in enterprise management,and summarized the specific strategies taken by marketing staff in the development process of the major customers.