ThermoFisher Company For Key Account Marketing Strategy

In recent years, with the fast growth of the relative industries of life science and increasing growth of investment from government in our country, more and more lab equipments manufactures focus on China life science market, the competition become more and more fierce in the life science market. So it is necessary that the enterprise in this industry need to refresh the market strategy and change from the pursuit of market share to customer share. Key account management (KAM) is the thought of relationship marketing and the idea of taking the customer as the centre. Company must maintain the loyalty of the customers and specialize in satisfied the customers to improve the rate of customer share, and concentrate on developing the key customers who contribute more profits to make the long-term stable cooperative relationship between the customers and the company.The ThermoFisher Company, which is one of the main suppliers of the lab equipments in the life science, is still faced with the issues that the customer's loyalty and the profit rate descend quickly. How to keep the competitive advantages under this kind of situation is a very important to the company in this industry.This text based on the logic way of finding, analyzing and solving problems, with the foundation theories of KAM and relationship marketing, it points out the necessity to the ThermoFisher Company to carry out the KAM strategy and the fulfillment meaning to the enterprise management. Combine with the present condition of the KAM in ThermoFisher Company, his paper gives the ways to carry out the KAM strategy which can be applied in the business marketing as the author expect.