SF物流优设计方案大客户营销策略及优化方案(陶院一队).doc

大客户营销策略及优化方案 目 录 一、引言 ·················································５ 二、公司背景分析··········································６ （一）内部环境分析·····································６ 1、资源分析·······································６ 2、竞争力分析·····································8 （二）外部环境分析····································11 1、总体环境分析：PEST环境分析····················11 2、行业环境分析：波特五力模型····················13 （三）对公司的SWOT分析······························15 1、优势（strengths）·······························15 2、劣势（weaknesses）······························15 3、机会（opportunities）···························15 4、挑战（threates）································15 三、大客户营销—稳住大客户······························16 （一）大客户市场的背景分析···························16 1、VIP客户绿色通道方案实施背景·················16 （1）外部因素································16 （2）内部因素································18 2、SF公司解决方案分析····························19 （1）现时公司客户维护与管理存在的问题············20 （2）具体的VIP客户服务·························20 （3）VIP个性化服务·····························21 （二）解决方案中的优化·······························22 1、方案中的不足之处······························22 2、提出的优化方案································22 四、大客户营销—拓展淘宝市场新客户·······················25 （一）淘宝市场的背景分析·····························25 （二）淘宝市场与物流行业的关系·······················26 (三)SF公司在淘宝市场的竞争力分析···················28 1、网点分布·····································29 2、价格·········································29 3、服务·········································29 （四）、对淘宝新客户的市场定位·······················31 （五）争夺网购市场方案设计——以淘宝为例·············32 1、实施的目的分析·······························33 2、实施的策略···································34 （1）、折扣策略·····························35 （2）、增值服务·····························35 3、方案可行性分析·······························39 （1）、网点可行性分析······················39 （2）、资源可行性分析······················41 （3）、战略可行性分析···