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A Research on Key Account Marketing Strategy of Industry Product Marketing

Author: QiuChen
Tutor: DaiYiYi
School: Xiamen University
Course: Business Administration
Keywords: Big customer marketing SL Corporation Industrial Marketing
CLC: F274
Type: Master's thesis
Year: 2005
Downloads: 1289
Quote: 1
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Abstract


Traditional marketing products as the core competitiveness of enterprises , Currently , many companies still pursue traditional production concept , product concept and marketing concepts , focus only on completion of the transaction , the establishment and maintenance of pay attention to customer relations . Outdated marketing concept under the guidance of the enterprises are often one-sided pursuit of market share , caught in a vicious price war competition , the enterprise encounter insurmountable bottleneck in the development . For this reason, more and more companies shift from product-centric to customer-centric shift from transactional marketing to relationship marketing . Big customer marketing is the market inevitable result of the development of customer-centric thinking and relationship marketing . Companies recognize that in order to maintain the steady growth of corporate performance , to maintain the loyalty of maintaining and development of enterprise customers , thereby enhancing customer share should become necessary and is the primary need to complete the work . Enterprises in industrial marketing complex purchasing decisions , various influencing factors , the idea of the needs and personnel marketing in the marketing field , the big customer marketing methods and means of increasing industrial sales marketing weapon. The direction of development of the buyer-seller relationship in industrial marketing is also the pursuit of long-term cooperative relationship in the big customer marketing and even formed a alliance of industry value . SL Company of serving as an example , using the methods of case analysis , the analysis in this famous international energy companies, customer marketing strategy implementation process , and hope this internationally renowned century-old experience of domestic enterprises a reference in industrial marketing . The thesis is divided into five chapters : the first chapter from the big customer marketing strategy to start on the importance of China 's industrial enterprises to clarify the purpose of this study and the topics of the reasons . The second chapter describes the theoretical knowledge of customer marketing , the importance of large customers and clients share how to identify, locate large customers , and take corresponding strategies , as well as big customer marketing implementation process . In this chapter , in particular discussed the applicability of the big customer marketing in industrial marketing . The third chapter describes the SL asphalt

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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