Account Manager Needs Motivation Research On Marketing Performance

As enterprise continuous developed, enterprise's structure has undergone earth-shaking changes, the enterprise customers also undergone tremendous changes. The seller's market transformed to the buyer's market, the enterprise competition under increasing pressure, key customer strategy became many enterprises, especially the industrial enterprises' development strategy. Companies began to set key account manager to manage the enterprise's core and key customers. This study focus on customer demand motivation, analyze key customer demand's influence to the enterprise marketing performance.Based on the large customer management theory and marketing performance theory, this paper analyze key customer management process's influence to marketing performance. Then based on achievement motivation theory, establish the key account manager needs motivation and marketing performance relationship model. Using spssl6.0 software to do reliability analysis and validity analysis, using Iisre18.7 to do factor analysis and path analysis, and according to the results of analysis verified the research hypotheses.The empirical research shows that:The power demand of key customer manager has significantly influence to market performance and customer relationship performance. Affinity demand of key customer manager has significantly influence to market performance and customer relationship performance. Achievement demand of key customer manager has significantly influence to market performance and customer relationship performance. Demographic variables has partially influence to marketing performance, education background has no influence to marketing performance, work experience has significantly influences to marketing performance.Finally, based on empirical research, this paper give some suggestions about how to recruit, selection and management of key account managers.