Study On Key Account Management Of FE Pharmaceutical Company

The essence of market economy is competition and the essence of competition is appropriation of resources. With the coming of customer economy, customer becomes to be the most important asset of corporation to gain advantage in competition and the main resources competed between enterprises. Key Account Management (KAM) becomes one of the significant parts of management system.As a new mode of corporation marketing, KAM has become a hot spot of marketing. The research on KAM is now just on the beginning stage in domestic and overseas pharmaceutical companies and no systematic theory has been established. The existing research is still stayed on feasibility analysis and common measures which lacks of guidance to practical use. The author has worked in FE pharmaceutical company's management and customer marketing department, so the author deeply knows that the KAM and systematic research on it are very important for operation.This paper includes six parts. Part one introduces the purpose and meaning of study. Part two introduces the research results concerned and searches the inevitability of KAM theory's development. Part three points out the existing problems of FE Company's KAM after analyzing FE Company's competitive environment, ability and status in quo. Part four analyzes these problems in detail, and brings forward solutions especially for identification, classification, and need analysis and satisfaction plans of KA. Part five validates the feasibility of solutions through the case study. Meanwhile this part also develops the improving plans about FE Company's management of KA team and sums up the KAM mode of FE Company. Part six summarizes this paper. Part four and five are key parts of the paper.The process of developing KAM in pharmaceutical company is still now on searching. Through the study of FE Company's KAM, the author wants to provide some references which can help pharmaceutical company to put KAM in practice effectively.