A Research On Key Account Marketing Strategy Of Longqingxiang ComPany

Digest.Pareto, an Italian economist, raise the principle of The 80-20 Rule, that is, eithty percent of the profit is created by twenty percent of client. The twenty percent of clients is key client to the company. These key client support the operation of a company to some extent. in order for a company to keep the steady increasing of performance, to keep, maintain and develop the loyalty to the company of the twenty percent client is very important.Marketing to key client is inevitable result of developing relation marketing and thinking for clients. In order to keep and maintain the loyalty, a company should transfer from chasing market share to client share and focus on fostering bigger clients so as to form a long-term cooperative relationship between a company and clients to keep the steadily increasing of performance.Alike most companies, Longqingxiang company is confused to the decline of profit rate and loyality. Meanwhile, because of the character of made-to-measuire clothing company, that is the complex of purchasing decision making andmauy factors influencing purchase, Longqingxiang company must apply marketing measure of key clients and pay attention to the establishment of the long-term cooperative relationship with key clients.Longqingxiang summarized in marketing problems. There are companies lack of market segmentation and positioning of work, are less well known brand and the basis of poor management, marketing, were in short supply, required to enhance the marketing capabilities and so on. The main reason for these problems is the marketing company did not attach great importance to marketing.Of the above analysis, the Longqingxiang large company customers to develop specific marketing strategies, mainly attach importance to relationship marketing, to enhance customer communication, foster customer loyalty, improve brand awareness. Enhance experiential marketing, attracting customers through the physical display, excellent service and quality products to meet customer moving customers. Improve the sales promotion, pay attention to forms of innovation promotion. Account Marketing for the security measures, such as a database, organizing marketing team and other big customers to the competition in the disordered state set its own differences, and form a strong competitive position.