| After the past several years’ fierce competition in Chinese Management Softwaremarkets, quite a lot of Chinese software companies were overwhelmed by their rivals fromoverseas. Few domestic software users choose products designed by domesticorganizations. In order to maintain their long-term development, the domestic designersstill have a lot of work to do, such as culture reforming, improving managment of KeyAccount, and Relationship Marketing, etc. There’s little time left for them to integrate theexisting resource. It’s time to learn how to satisfy their Key Account. They shall find theway of maintaining the existing market shares and cracking more new markets.K SoftwareGroup Company Limited (hereinafter referred to as “K Company” or “K SoftwareCompany”) doesn’t have enough of valuable customers who can bring K Companyconsiderable profits. It’s clear that this is the main problem of K Company’s marketingstrategy is facing. K Company’s opportunity of rebirth from the struggles with those smalldomestic software suppliers lies between the skills of maintaining sound relationship withthese valuable customers. The writer did a lot of research on SAP and Oracle. And learnsome valuable experience and ideas from the scholars majoring in study of customerrelationship.This thesis analyzed the current situation of the software market, as well as KCompany’s rival companies. And some strategies are proposed as following points:1.Designing a customer oriented marketing platform in order to improve the current KeyAccount marketing system;2. Constructing K Company’s customer oriented corporateculture;3. Enhancing the management control on relationship between K Company and itscustomers;4.Subdividing the Key Account’ market and improve their value;5.Takingadvantages of Individuation Marketing skills and Constructive Selling. At the same time,I’m also looking forward to that this thesis will play a role in the development of ChineseManagement Software Designers. |
PDF Full Text Request