Study On The Key Account Management Strategy Of Chinese Communication Co., Ltd., Shenzhen

In the customer-centered economic era, the companies were found that the Key Customer is increasingly important. So Account Management has been the hot topic both in academic and practice fields. The Key Customers Management (KCM) is a strategic management methods that employed by the managements, though providing customized goods or services by the customers'need, so as to increase the degree of customer's loyalty. The article firstly introduced the domestic and foreign research on the Key Customers Management, points out the significance, the research goal, the innovation and shortages in this thesis; the second chapter is the rationale in this study. In this part, the author gave the big customer's definition and the characteristic, how to distinguished and selected the big customer. carried on the analysis to the big customer purchase process, and emphasized the big customer management primary coverage introduced the marketing theory, In addition to the author also introduced the relationship marketing theory, the customer relationship management, and other related theories.; the third chapter mainly discussed the situation of big customer marketing management of Chinese Communication Co., Ltd in Shenzhen, pointed out that it question which existed in the big client management aspect, stressed the importance of the use of Key Account Management.; the fourth part is the chapter that utilized the theory into the practice. In this part, the author first indicated the big customer management objectives of Chinese Communication Co., Ltd, then showed the characteristic and the key emphasis in the embryonic stage, the initial stage, the intermediate stage, the advanced stage and the stage of disruption phase; at last, the author has discussed the question which should pay attention in the big customer management.; in the fifth part, the author thought that the company should though the organizational structure, enterprise culture and information management system that provided the support for the big customer management. The significance of this paper lies in providing the theory and practice instructions which can achieve the objective of big customer management.