A Research On Key Account Marketing Of A Company Server Product

Nowadays, in China market the Key Account(KA) is becoming more and more important to vendors, especially in B2B industrial product market. The KA is the guarantee of the sale and the profit, the vane of industrial development and the best channel to collect market information as terminal as well. The competition in the KA market is also very drastic. Most vendors have realized the importance of the KA, but how to cater the KA requirement more effectively and improve the KA satisfaction, how to maintain the persistent relationship with the KA are still confuse the vendors.The article takes the example of Key Account marketing for the server product of a famous international company, A Company. By introducing the selection of it's marketing channel and the building of it's marketing team, and by deeply analyzing it's Key Account marketing process, this article finally uses the words "using right people, finding key people, saying right word, doing right thing" to conclude the key points of Key Account marketing.This article includes six chapters. Chapter 1 first gives a brief introduction to B2B market and reveals the importance of the Key Account marketing to the enterprise, then educes the meaning of this article and explains the framework and the train of the thoughts of this article. Chapter 2 introduces the related theory about Key Account marketing, such as the definition of Key Account, the characters of the Key Account market and the importance of Key Account marketing, and gives a deep analyse on the KA marketing process theory and KA purchasing model. Chapter 3 introduces the market of Chinese server products, reveals the external environment of A Co.,'s KA marketing. Chapter 4 introduces the current business status of A Co., in china, reveals the internal environment of A Co.,'s KA marketing. Chapter 5 gives a deep analyse on A Co.,'s KA marketing through the aspect of the construction of marketing channel, the building of marketing team and the implementation of marketing process, finds out the advantage and disadvantage of A Co.,'s KA marketing through SWOT analyse. Chapter 6 gives a final conclusion to KA marketing based on the above theory and the case study of A Co.,.