Key Account Management Of HD Copper Co.,Ltd.

With the trend of the integration of the global economy , the rapid development of the free market and the complicated and diversified key accounts' needs and wants, the competition among the enterprises to get the key accounts become more intensified, because the key accounts play an important role to make a company survive and develop strategically. To consider a company's key account management (KAM) strategically , company should make good relationship with the key account which results to the firm must listen to and care for the key accounts' desire, construct the competence abilities to supply the key account value expected for the target clients.This paper point out the necessity of study the KAM from the perspective of practice and theory. To clarify the significance of the KAM of HD Copper Co., Ltd ., chapter 1 analyses the key accounts' devotion to HD Copper Company ,the key accounts' place and role in the development in this company' strategies, to think the fact of the KAM nowadays, the HD Copper Company should think its KAM strategically. Chapter 2 analyses the theory basis for the HD Copper Company' KAM. The improvement of a enterprise is highly related to the belief that the key accounts have the most important place in a company , the bottleneck of the key accounts and the negative effect of the key accounts losing leads to HD Copper Company consider its KAM strategically. The character of the keyaccounts could be concluded as: to gain profit long term, have loyalty to the enterprise, play an important role strategically. On the basis of the analysis upwards, the goal of the KAM of the HD Copper Company could be said that to gain the key account loyalty, to increase the rate that keep the key account in the company and to improve the benefit level. To achieve this goal, part 3 points out that the company should understand the change of the relationship, from the key account value factors( price , quality, creation, reaction speed ,etc), create and improve the key account value. In the process to create and pass to the key account value, it is necessary to grasp the success factors for the KAM which includes common interest, communication, commitment, credibility, compromise , collaboration and the change of the relationship .Part 4 give a method for the KAM of HD Copper Co., Ltd., it requires the company construct the key account belief, make a key account management plan strategically, do the work that the plan requires and control the relationship between the key account and the HD Copper Co., Ltd. ,check the work and notice the change of the relationship ,and develop the new key accounts.The main innovative contribution in the paper includes the follow aspects: establishing a system analysis framework for KAM in strategically thinking the relationship between the company and its key accounts, exploring the significance and profile of the key account group of profitability, strategy, and loyalty , putting forward three levels of the key accounts' value, concluding the success factors for KAM, thinking the relationship between the company and its key accounts as four stages.