KAM Analysis And Research Of Minmetals Steel Xi'an Company

Key Account Management (KAM) is one of the hot focus studies in the business management. The corporation which introduce the method of KAM is oriented by the customer relationship, communicate with the customer persistently, and provide the long-term customer value consistently. An excellent key account management is important to distinguish from other competitors and win the competitive advantages. It can keep the most valuable customer, and realize the maximum of the customer value by adopt the thinking of KAM.KAM is the result of evolution of the customer-oriented thinking and the relationship marketing theory. KAM is a win-win thought, and can make profit to both sides. 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 Minmetal Steel Xi'an company (MSXC), the paper confirms the plan of KAM consequently through analyzing the competitive strategy, the internal and external conditions, moreover we analyze the key factors of consumer's demands, and make the plan of KAM step by step.