Analysis And Research On Key Account Management Of Automobile Maintenance Service Of Shenrong Company

Facing the severe fact of China's entry into WTO, economic globalization and the more and more violent competition, China's enterprises only can win and keep sustainable development by upgrading customers' loyalty and satisfaction, because the core management concept for the sales service companies is customer-centered.An excellent key account management is important to distinguish from other competitors and win the competitive advantages. It can realize the whole Hfecycle management of key accounts and products, and grasp the most valuable key accounts and change the scattered customer resources into fortune. Then, the enterprise's increasing point and profit mostly comes from the afterlife of the products.In this dissertation, introduced the development of relationship marketing theory, customers' loyalty theory, customers' total value theory, 80-20 theory and the general theory of CRM. The author itemized the relationship devlepment mode and the characteristics of each customer management stage in key account management theory.Based on the history of Shenrong Company, the author concluded the competition strategy through SWOT analysis and how to exert its advantages and weaken disadvantages when carrying out key account business.Analyzed the existing key account management in automobile maintenance services in Shenrong Company, the author concluded the general methods: segmenting the key accounts, analysis of attraction factors, marketing strategies in key account management, perfect alertsystem of losing key accounts, the important status of project management of marketing development in key account management, team building and performance examination.