Research On Strategy Of Major Customer Marketing For Hunan Enjoy International Freight Forwarding Co., Ltd

Hunan Enjoy International Forwarding Co.,Ltd was set up in2005. At present the company is in rapid development stage on the whole. However, how to adjust the previous marketing strategy in this market external environment, further consolidate market position, improve the company’s core competitiveness, strengthen internal management and adjustment, and further develop key clients and target markets? This paper aims to analyze the marketing management theory and major customer marketing theory knowledge in the use of the freight forwarding industry, and to discuss how to formulate rational and effective marketing strategy, enhance customer marketing ability and market competitiveness with combination the practical situation of Hunan Enjoy International Forwarding Co., Ltd. In the mean time, the paper also offers reference for doing some beneficial discussion and attempts to China’s Private international freight agency enterprises.The paper firstly discusses research background and purpose, domestic and foreign research progress, research methods and content. Then, from the aspects of theory of relationship marketing,major customers marketing theory, customers total life cycle theory, theoretical basis of this theory research are reviewed and constructs the theoretical framework. Chapter3,4is the core of this paper. Chapter3has an in depth analysis of marketing situations and faced internal and external environment of Hunan Enjoy International Forwarding Co.,Ltd. and with SWOT analysis method, systematically discusses the company’s strengths, weaknesses, opportunities and threats and identifys company’s major customers and subdivides them, which lay the foundation to strategy construction. Based on previous research, chapter3detailed designs and constructs Enjoy Forwarding Co.,Ltd’s major customer marketing strategy, including the major customer’s development strategy, management strategy, retention strategy. In the chapter4, from the aspects of organizational structure and technical support,the paper discusses conditions and guarantee of marketing strategy implementation. Finally, the paper summarizes the whole text and having a look to future study.By researching in this paper, the following conclusions have been concluded: Hunan Enjoy International Forwarding Co.,Ltd’s major customer marketing strategy is accounted for80%of the company’s large volume of business for its customers differentiated services tailored solutions to meet their growing demand for services in order in the market the invincible.