The Study About Key Account Management For Zx Company

Key Account Management (KAM) is one of the hot focus studies in business administration field. However, the definition and system frame of KAM are not confirmed accurately so far. Many researchers now indulge in studying the integration between KAM's technological system and its theory system. Thus This dissertation explains the source ,definition, core , major theory, system forming, module function and the new development of KAM, and manage to define KAM in a new direction which is a kind of competition strategy. In addition, we manage to apply the method of strategic management and synthesize strategic module to the Key Account Management, and analyse the reasons of high miss rate of KAM system implement currently.The range of Key Account Management is constant outspread.It is more and more complicated.The professional skill is changed quickly in stratagem and tactics in the key Account management.This text also discusses further how to develop enterprise's effect by using Key Account Management For example, Using DPM matrix and SWOT matrix to analyse the external condition. Thus we can optimize KAM systematic function and prevent the system from the risk of implementing.This essay pointed out some problems that domestic enterprises especially should be paid more attention in the course of implementing KAM system. Finally, Taking an example of ZX company, this essay confirms the goal of KAM consequently through analysing the competitive strategy, the internal and external conditions, moreover we analyse the key factors of consumer's demands, and make the plan of implementing KAM step by step. Including optimizing the selling procedure, the hotline procedure.It can be a used for reference in other similar enterprises. The thesis provides more actual instructions to establish a scientific and effective business process system. It provides a case for popularizing KAM. By the practice of KAM, the author summarizes some applicable principles: in the market, KAM is not only a concept but also the expectation of the customer. Keeping up with the developing trend of the relationship marketing is a great challenge for all enterprises.