Research On Key Accounts Marketing Strategy For A Company

Company A founded in year2000in China is the subsidiary of Group A, which is thebiggest multinational corporation in the field of automation and control. Its products are soldin China broadly and exported to America, Europe, Australia and other Asian countries. Withthe rapid development of Chinese economy, in2010more investment was given to CompanyA from the Group to make it as one center of excellence both on production and sales.Achieved big improvement of production capability, sales in China was not increased asrapidly as expected.Based on the analysis of current situation of Key account marketing in Company A, thepaper redefine two real key accounts for Company A via customer segmentation.Then byanalyzing core competitive advantages of Company A and demand from key accounts, thepaper puts forward from four sides the marketing strategic orientation for these two keyaccounts.First, product strategy. Second, develop price strategy for each product type. Third,implement customer-oriented relationship marketing. Fourth, set up vision of partnershiprelationship. For the smooth implementation of new key accounts marketing strategy, thepaper finally states the set up of key account marketing team, technology and fundsinsurance.