The Research On Key Account Management Of Atotech (China) Chemicals Ltd.

As competition becomes more and more fierce, clients have been a core resource for companies. However, Pareto Law explains that 80% of companies'income derives from 20% of their customers, these 20% customers makes key accounts. There has seen a trend of increasing demand of key accounts for customized products and services. Effective key account management (KAM) enables companies to leverage their limited resources reasonably and thereby gain competitive advantages. Thus KAM is drawing growing attention of companies and academics.2008, Zupancic integrated a new frame work, dividing KAM in to two levels: operational level and corporate level; both encompass dimensions of"strategy","solutions","people","management"and"screening". This thesis goes through the status quo of KAM in Atotech Shanghai based on the writer's working experience, and put forward suggestions to improve.There are six chapters in this thesis: in the first chapter research background, purposes and contents were stated. The second one introduced the origin and development of key account management theory, and then illustrated the Zupancic's frameworks employed in this article. This is followed by a brief introduction of PCB industry and Atotech in Chapter 3. The forth part demonstrated the KAM status quo in Atotech and summarized its defects. The fifth part gave suggestions to improve. The last part concluded the whole thesis and pointed out limitations.