A Research On Application Of Key Account Marketing In IT Product Marketing

In China's domestic IT manufacturing industry, the traditional product mainly regards the products as the core competence of an enterprise. At present, many enterprises still pursue traditional concepts of production, product and sales promotion and only focus on the completion of the trade. When they bring everything to the market on the basis of advanced technologies and researched and developed new products, they often think highly of technical superiority of product devilishly, but ignore the research and application of marketing strategies and tactics as well as marketing management and take no account of relations marketing, especially establishment and maintenance management of key account marketing, which finally results in shortsighted marketing. Guided by the outdated marketing concepts, the enterprises always unilaterally go after market share and get into cutthroat competition of price war. Consequently, the enterprises encounter the developmental bottleneck that is difficult to go beyond.Therefore, it is of important practical significance to adopt modern marketing theories to analyze corporate rations marketing process changing from product orientation to customer orientation and from trade marketing to rations marketing, research key account marketing, work out IT enterprises' key marketing strategies and tactics based on key account satisfaction and provide necessary theoretical reference and support for significant marketing issues of IT enterprises. It also has promotion and application values in promote IT enterprise to keep, maintain and develop the faithfulness of key accounts and bring corporate achievements to grow steadily.Based on past theoretical research findings, this paper takes CW Company for which the author serves as an example, combines the understanding in IT product marketing and uses the method of theoretical analysis and case analysis to carry on the research for implementation process of key account marketing strategy of IT Sales Company. Based on product marketing practices of the IT enterprise and in accordance with such characteristics of complicated purchasing decision-making, various affecting factors, large potential derived demand and personnel marketing in such a marketing field, the paper also analyzes methods and measures related to Key Account Marketing, and how to mold it into a marketing sharp tool in IT product sales; identify developmental direction of vendor and purchase relationship in IT product marketing and finally achieve long-term cooperation relationship and even form industrial value union always pursued by key account marketing.The paper firstly starts with the impendence and importance of key account marketing strategy to domestic IT enterprises and explain research purpose and primal problem hereto; then combines theoretical knowledge related to foreign and domestic key account marketing to analyze the importance of key account and customer occupancy, how to identify and position key accounts and adopt corresponding strategies as well as relevant issues during implementation of key account marketing. Thus, it mainly discusses the applicability of key account marketing in IT product marketing; and analyzes market development and the relevant industrial background of CW Company from cover to cover, and then takes its key account marketing practice as an example to study how the company applies and executes key account marketing theory to guide its marketing practice. Finally, the conclusion is drawn according the above theoretical research and case analysis: carry out three-dimensional marketing according to dynamic demand of key account, rack customers' derived demand and develop long-term fellowship with the aid of recognition of common aspiration of both parties; reconstruct the flow process of organizational structure, establish a key account marketing heading group with flexible matrix structure, and support it with performance rating system; and use cross marketing and upgrading marketing to improve customer share.