Ka Marketing Strategy Focusing On Chinese Market Of M Company

With the global economic integration background, it is an inevitable trend towards the direction of global market integration, with internet, knowledge and innovation science as the age symbol, the new economic which meet the customer demand in high-speed development. In the field of change, by virtue of the unique resources, china’s economic also got rapid development. Manufacturing industry as a pillar industry of the national economy play a decisive role, china’s manufacturing is described the "world factory" all over the world, manufacturing development also created a huge customer market, industrial automation as the direction of the manufacturing development, the market meet the good opportunities, but also become the most competitive industrial market. Multinational companies, industry giants enter into china market, the small company even domestic company also does not show weakness, also strive for in this field for a competition, but how to keep its own competitive advantage in the fierce competition situation became the problem of all enterprises.Marketing as an important function during the enterprises development, in a highly competitive, rapidly changing business environment, and the marketing strategy formulation and implementation as the basic measure to guarantee the enterprises competitiveness, the traditional marketing strategy which as the center of product and price is gradually change to as the center of customer, but due to the enterprise’s resources are limited, can’t meet the needs of all customers, also it’s not all the customers create value for the enterprise at the same time.20%of the KA customer may contribute80%of the enterprise gross income, analysis and positioning for KA customer, concentrate enterprise resources used in the KA customer, increasing the customer satisfaction and loyalty, in order to keep a stable and long-term cooperative partnership between KA customer and enterprises. Indirectly, ensure the enterprise income maximization and it is also the guarantee of enterprise comprehensive competitiveness.As a multinational Company of industrial automation equipment suppliers, M company also faced with the problem which lack of KA customer market segmentation and positioning, customer satisfaction and loyalty decline. At the same time, the industrial automation products purchasing process complicated and full of influence factors, so it is necessary to formulate and implement the KA customer marketing strategy. This paper based on the logic way of finding, analyzing and solving problems in structure, combined with M company’s internal and external environment analysis, to put forward the corresponding marketing strategy for M company at the present situation. The paper used the method which combining theory with practice, qualitative and quantitative analysis. To ensure the operability of this method, it also applied the Potter’s five strength models and identification matrix to carry on objective appraisal for M company analysis and KA customer positioning. The paper tries to improve the key account management (KAM) level of M company in Chinese market, and look forward to provide reference for the enterprise which in the similar field.