The Practical Research On M Company's Key Account Marketing

With the globalization of economy,information and market,the homogenization of product becomes more and more serious.As a result,the market situation has changed from the seller's domination to the buyer's domination,and the competitions between enterprises are fiercer and fiercer.How to survive and develop itself in this market?Most of traditional marketing theories regard the product as the core competence of enterprises.They pay much attention to the bargain alone,but ignore the buildup and maintenance of customers' relationship.Consequently,they always put themselves into the price wars to contest more market share.Under the challenge of market competition,Key Account Marketing is introduced to more and more enterprises,which results in the development of the ideology of customer-orientation and the marketing of customer's relationship.The author of this article has many years'experiences in key account marketing for industrial product.With 2 years'MBA study,the author puts the theory into practice and analyzes key account marketing on M company,where the author now works.By the practical study on M company,the author hopes it can be of help to the domestic enterprise and others who are in the industrial product business.The article consists of five chapters.Chapter 1 gives the background of the research and the study methods the author used.Chapter 2 introduces the related theories of Key Account Marketing,such as the overview of key account marketing,the developing models of key account marketing, the identification and selection of key account,the implementation of key account marketing strategies,and so on.Chapter 3 introduces and analyzes the developing situation of M company in China.Chapter 4 is the emphasis of the article.In the chapter,the theories related to key account marketing are applied in M company.It introduces the identification and selection of key account of M company,the implementation of key account marketing strategies,and the integrative brand marketing of M company.Chapter 5 is the conclusion of the article.By the case study of M company,it provides the reference of key account marketing for other enterprises.At the same time,it shows the further area of key account marketing to be studied.