Dell's Customer Management Mode Research

The essence of market economy is competition. The essence of competition is appropriation of resources. Along with the coming of customer economy, customers become the most important esset of corporation and you'll be the winner if you occupy the key customers. Customers Relationship Management (CRM) becomes the significient part of management system. How to assign limited resources? Key account management will help corporation to distrubute their limited resources more efficiently.Dell inc. was set up in 1984, which got brilliant development during last two decades. Key account management in Dell is extremely important, which brings efficient resources assignment and key customers sactifaction. The writer is trying to introduce and analyze key account management model of Dell thoroughly with the working experience in Dell so as to explore the secret for Dell's achievements and also put forward the enlightenments for enterprises in China.This paper includes five parts:Part One describes the present situation of key account management and some existent questions in our country, and presents the innovation of this paper.Part Two introduces the research results concerned.Part Three introduce and analyze key account management of Dell inc., also discuss the key points to establish the key account management system.Part Four discuss the revelation of Dell key account management model.Part Five summarize this paper, present some shortcomings and development directions in this field.