Study On Key Account Marketing Management Strategy In IT Distribution Enterprises

The essence of market economy is competition. The essence of competition is appropriation of resources. Along with the coming of customer economy, customers become the most important asset of corporation and you'll be the winner if you occupy the key customers. Customers Relationship Management (CRM) becomes the significient part of management system. How to assign limited resources? Key account management will help corporation to distribute their limited resources more efficiently.This thesis select China IT distribution enterprises that have done or are implementing key customers management as this paper study objective to lucubrate through the marketing environment and industry characteristic that enterprises are facing. In this thesis, we try to answer three questions: firstly, what kind of factors affect mostly the implementing key customers management in IT distribution enterprises; secondly, which kind of patterns are most suitable for China IT distribution enterprises; the last, the application of real cases show that the mode of key customers management is feasible in China.Firstly, this thesis concluded the key factors of implementing key customers magagement, through the practice study based on scholorship and developed enterprises. Afterward, we indicate the six factors that affect implementing key customers management through analyzing the application conditions of key customer management. Based on cases analysis, and combined case study, the paper give referable pattern and practical guideline for IT distribution enterprises. Finally, we apply study results to two concrete Chinese enterprises. The practical application gived the concrete methods and guide to implement key customer management in China IT distribution enterprises.This thesis considered the circumstance of China enterprise, using the methods that we summary theory system based on studying practice and then apply this theory to guide enterprise practices. This study build effective mode of key customer management, and realize the innovation of study.