The Research On Practice Of Key Account Management Of Chinese Enterprises

Along with the shifting of marketing research theory from the traditional transaction-oriented to relationship marketing, Customer Relationship Management (customer relationship management. CRM)has got more and more applications in Chinese enterprises. CRM insists on continually satisfying the needs of individual customers, creating more value of variation for customers and establishing long-term cooperative relations with customers according to the customer character , then enhancing the ability of enterprises to meet the needs of society. However, the contribution to revenue and profit of different customers ten are not equally. Pareto Principle (Italy economist vilfredo pareto 1987) told us that 80 percent of profit is developed by 20 percent of the customers. How to differentiate and deal with the major customers of companies, provide more targeted customer service, increase customer stickiness, improve customer satisfaction and loyalty, allocate resources to profitable areas, all this issues are becoming important. As an extension of customer relationship management theory, major customer management (Key Account Management. KAM) has increasingly attracted widespread attention.At present, Key Account Management is dealt with in a lot of studying ,but application of this issue in company is not maturely, and lacking systematically thinking. Many companies have wasted resource on CRM due to confused relation of big and small customers. Although some large companies have major customer management, the process designing is not perfect, and always is inefficient. All this issues are resulting in the loss of customers and affecting the competitiveness and development of company.This article has studied the latest theory on Key Account Management, put forward the general management framework according to the character of Chinese enterprises. The case of SV company is dealt with in the paper, for example, through macro-micro analysis of competitive environment and the problems of SV companies showed the need for Key Account Management. Then made out framework of customer management implement system.The value chain analysis theory and customer relationship management theory are studied together in this paper, studying CRM from value shifting ,these are all the innovation of this paper. In addition, Through analysis of a large enterprise client management practices, the normal flow, and the company application integration ,specific cases KAM pattern, process, the identification and implementation of the program . This paper will benefit to the management of Key Accounts.