A Diagnostic Analysis And Improvement On Key Account Management Problems Of C Company

At present, economic development rapidly in China, a variety of retail formats in large numbers welled up. For the production enterprises, it is very important to research the relationship between the key retailers, to clarify the business process with the retail customers, to seek more positive and active modes of cooperation. Enterprises should consciously guide for retail customers of the business ideas to their own areas of strength, thereby establishing a more competitive and cooperative relations with the key retailers to improve the performance of the products in retail stores and and ultimately to achieve a leading position in the retail market has a crucial practical significance.Company C is developing a leading position in the industry, but because of the variety of reasons, the relationship between the key retail customers are behind the development needs of the entire retail industry, has become the obstacles of their own development. In this article, from the needs of retail market industry development the author clarify the problems in the customer management of the Company C is mainly due to the the inconsistent of key customer segments within the various operating units of Company C and the customer relationship model behind lead. The authors note that there are three major issues of the relationship of C company with the key customers:First, single communication channel and structure with customers caused fragile relationship. Second, existing customer relationship model lagged behind the development of the retail market. Third is Company C is too concerned about the achievement of sales and prices, insufficient degree of concern for the needs of customers and shoppers. The authors suggest that C Company first re-set the goal of customer management; unified key customer segments within the system to determine the priority of cooperation. And then promote and implement the management model of cooperation with the target customers and strategic partnerships to push the relationship to a new level. Translator the business model with key customer from competitive, trading, focus on internal system driven by sales and purchasing department to focus on creating the environment of mutual respect and trust, long-term cooperation to create value for both side and driven by multi-level communication matrix. Finally, the ultimate goal of Company C of customer management can be achieved:the establishment of sustainable, innovative and profitable business development with key retail customers.