Research On Marketing Management Of Large Customers In Hangzhou Jianxin Float Glass Industry Co., Ltd

With the development of national economy, and real estate industry just getting sustained increasing investment, the glass deep processing industry which is related to real estate industry faces great opportunities and challenges. A number of companies enter this industry to earn interest as their last goal, so they expand the number of their factories blandly. The glass deep processing industry went to a mess. It needs new ideas to organize this market. This paper is setting Hangzhou JIanxin Fufa Co. LTD as an example, after analyzing and studying the company’s sales and marketing management from the aspect of key customer marketing, aiming to provide ideas and suggestions to the orderly competition of the whole glass deep processing industry.This paper first sets forth the related study about relationship management and key customer marketing theory to indicate key customer marketing is the only way for a company existing and developing in theory. At the same time, the paper introduces the research background, research methods and research frameworks of it. By studying the macro competition environment by using PEST and industry competition environment by Porter’Five Forces Mode, SWOT analysis of internal environment of Jianxing company, it states the necessity and importance of enforcing key customer strategy for Jianxing company in order to adapt to the changing market. The last part of the paper, which is most important part, gives detailed study about the strategy Jianxing company should use to appraise, develop and manage key customer by using key customer marketing theory and customer life cycle theory.The conclusion of this paper is that strategy of key customer marketing is the first choice of Jianxing company under the competition environment of glass deep processing industry. It is necessary and implementable. This paper is set Jianxing company as an example, but it has reference value to the glass deep processing industry and other industry products’sales and marketing.