A Study Of Key Account Management Apply In Sony Cellular Li-ion Battery Sales

There is a famous principle"80:20" in modern management field. That means 80% value is from 20% factors, other 20% value is from 80% factors. This principle is also suitable for customers sorting. 80% sales amount of company maybe come from 20% customers. In a word, most of sales amount come from a little portion customers. These customers are key accounts.Key account management is the process to develop and maintain some key customers that are vital for company. It involves many departments of company and requires meticulous working. Key Account Management Dept. should communicate many other departments of company —— Sales Dept., Logistic Dept., R&D Dept, Production Dept. etc. Coordinate their working to satisfy customers. Key account management plays a very important role in a company's sales working.Cellular lithium ion battery business ever was regarded as a rising-sun industry, which has entered into the condition of over-offering after a long time of rapid development. The products have so less difference that the industry competition being very intense. As one of leaders, Sony is facing more and more difficulties and challenges.Firstly this thesis introduces the main contents of key account management. Secondly, introduce and analyze Sony, mobile phone industry and cellular lithium ion battery. Lastly study and analyze Sony how to use key account management strategy. On the basis of studying a lot of latest marketing theories from domestic and abroad, also according to many years key account management experience at Sony, the author summarizes the method of Sony utilizing key account management strategy. And the author is striving to provide a system and useful account management strategy for the marketing of cellular lithium ion battery industry and similar industry.