| ACKNOWLEDGEMENTS | 第4-5页 |
| Abstract | 第5页 |
| 摘要 | 第6-7页 |
| List of Abbreciations | 第7-18页 |
| Chapter Ⅰ Introduction | 第18-23页 |
| 1.1 Background | 第18-19页 |
| 1.2 Purposes and Meaning | 第19-20页 |
| 1.3 Research Method and Procedure | 第20-22页 |
| 1.4 Chapter Summary | 第22-23页 |
| Chapter Ⅱ Literature Review | 第23-33页 |
| 2.1 Marketing and Marketing Management | 第23-24页 |
| 2.2 Industrial Marketing | 第24-26页 |
| 2.2.1 Characteristics of Industrial Marketing | 第24页 |
| 2.2.2 Major Method of Industrial Marketing | 第24-25页 |
| 2.2.3 The Trend of Industrial Marketing | 第25-26页 |
| 2.3 Customer Relationship Management | 第26-31页 |
| 2.3.1 Customer Relationship Management | 第26-27页 |
| 2.3.2 Relationship Marketing and Key Account Marketing Management .. 102.4 Analysis Tools | 第27-31页 |
| 2.4 Main Analysis Method and Tools | 第31-32页 |
| 2.4.1 PEST Analytical Model | 第31-32页 |
| 2.5 Chapter Summary | 第32-33页 |
| Chapter Ⅲ Case Analysis | 第33-49页 |
| 3.1 Macro environment of CSPC’s PP industry | 第33-37页 |
| 3.1.1 Polypropylene Supply and Demand | 第33-34页 |
| 3.1.2 The Use of Polypropylene | 第34-35页 |
| 3.1.3 Polypropylene Plant in China | 第35-36页 |
| 3.1.4 Polypropylene Market Situation and Contradictions | 第36-37页 |
| 3.2 Background Introduction of CSPC | 第37-40页 |
| 3.2.1 Company Profile | 第37-39页 |
| 3.2.2 Production plant | 第39-40页 |
| 3.3 CSPC’s PP Business Model and its Current Status | 第40-45页 |
| 3.3.1 Summary of Polypropylene Capacity 2014 | 第40-41页 |
| 3.3.2 Polypropylene Business Status | 第41-44页 |
| 3.3.3 CSPC polypropylene Plant Technology | 第44页 |
| 3.3.4 Distribution of the CSPC Polypropylene Customers | 第44-45页 |
| 3.4 Facing Problems and Challenges of CSPC’s PP business | 第45-48页 |
| 3.4.1 Marketing Strategy Mismatch Industry Demand | 第45页 |
| 3.4.2 Large Customers and Other Customers Manage Blur | 第45-47页 |
| 3.4.3 Lack of Effective Communication Method in Customer Relationship | 第47-48页 |
| 3.5 Chapter Summary | 第48-49页 |
| Chapter Ⅳ Case Analysis | 第49-63页 |
| 4.1 Analysis of Macro Competing Environment | 第49-57页 |
| 4.1.1 Political factor | 第49-50页 |
| 4.1.2 Economic factor | 第50-52页 |
| 4.1.3 Social factor | 第52-53页 |
| 4.1.4 Technology factor | 第53-57页 |
| 4.1.5 Summary: Lack of knowledge in macro competing environment | 第57页 |
| 4.2 Customer Relationship Analysis of CSPC’s PP Business | 第57-58页 |
| 4.3 Customer Satisfactory Survey | 第58-62页 |
| 4.3.1 Customer Satisfactory Survey Question Design 2014 | 第59页 |
| 4.3.2 Customer Satisfactory Survey Feedback | 第59-62页 |
| 4.4 Chapter Summary | 第62-63页 |
| Chapter Ⅴ Customer Relationship Management Recommended Proposal of CSPC’S PP Business | 第63-77页 |
| 5.1 CRM Proposal of CSPC’s PP Business | 第63-69页 |
| 5.1.1 Rating of customers | 第64-66页 |
| 5.1.2 Differentia services | 第66-69页 |
| 5.2 Staff Arrangement of CSPC’s CRM Team | 第69-72页 |
| 5.2.1 Set up key account service team | 第69-70页 |
| 5.2.2 Dynamic management of customer relationship | 第70-72页 |
| 5.3 Innovation in Key Account Sales Cooperation of CSPC | 第72-74页 |
| 5.3.1 Long-term contract and formulation-pricing cooperation | 第72-73页 |
| 5.3.2 Incentive on reaching goal | 第73-74页 |
| 5.4 Establish Effective Customer Relationship Management | 第74-76页 |
| 5.4.1 Application of CSPC’s Internet CRM software | 第74-75页 |
| 5.4.2 Industrial exhibition and customer relationship marketing | 第75-76页 |
| 5.5 Chapter Summary | 第76-77页 |
| Chapter Ⅵ Summary | 第77-80页 |
| 6.1 Main Findings in This Research | 第77-78页 |
| 6.2 Meaning of This Research | 第78-80页 |
| REFERENCE | 第80-82页 |
| APPENDIX | 第82-85页 |
