A Research On Key Account Marketing Strategy Of Kingenta By Zhang Zhensheng

Traditional marketing mainly takes the product as the core competitiveness of enterprise. Many enterprises still carried out the traditional production idea, product idea and sales idea currently, which only pay attention to completion of trades, not the relations established and the maintained with customers. The enterprise often one-sidedly pursues the market share under the backward marketing plan, falls into the price war in the blind competition. The enterprise meets the bottleneck overstep with difficulty in the development. More and more enterprises transform the center from the product to the customer, transforms marketing from the transaction to the relational. But the key customer marketing is precisely the inevitable result of taking the customer as the center and development of the relational marketing. The enterprise realized that to keep the stable development of enterprise, maintain the key customers'loyalty and thus raises the customers share become the most important needs to complete firstly. In compound product marketing, the government has issued related policy control export in view of the rising price, which creates sale pressure, starts the reform from the production enterprise to the sale enterprise. The key customer marketing becomes a sharp weapon in compound sales.The study takes Kingenta the author worked in as an example. Through analyzing fertilizer manufactured and sales marketing of the domestic famous company analysis currently, and then proposes marketing system reform plan instructed by the key customer marketing.The study is divided five chapters. Main is as followed.The first obtained from the importance of key customer marketing strategy to the Kingenta which expounded goal and selected reason of the study. The second mainly introduced the correlation theories of key customer marketing, which analyzed the importance of key customer and customer share, how to distinguish, locate and adopts the corresponding strategy, as well as related questions in key customer marketing process. The third introduced Kingenta's development and challenges. The fourth proposed the marketing system reform plan based on analyzing present marketing situation. The fifth proposed questions to be further studied based on the above theory research and reform plan.