Study On Key Account Marketing Strategy Of Hong Hua Lang Samshu

Product is the core competitiveness in traditional marketing strategy. Nowadays, many enterprises, which pursue traditional production concept, traditional product concept and traditional sales concept, are concerned with finishing the deal rather than building and maintaining customer relationship. According to obsolete marketing concept, because of lopsided pursuing the market share, enterprises are enmeshed in the malign price competition, which become the bottleneck problem of their development. Therefore, more and more enterprises begin to change the product-centered marketing strategy into the customer-centered marketing strategy and change the trade marketing in to the relationship marketing. Key account marketing is the necessary result of the changes. The enterprises realizes that the primary importance is to maintain steady growth and develop the relationship with key account in order to increasing the customer share. In Chinese samshu marketing, due to the increasing price of the advanced samshu, there is a integration from samshu producing enterprises to samshu distributors, and the key account marketing strategy will make the first weapon in the advanced samshu sales. Taking the sale of Hong Hua Lang samshu by author for an example, this paper analyses the marketing mode of Hong Hua Lang samshu which becomes one of the advanced samshu brands in a short period and proposes the systematical marketing reform plan based on the key account marketing strategy. This paper consists of five chapters. The first chapter introduces major clients safflower Langjiu background and significance of marketing. ChapterⅡpointed out that large customers safflower Lang and problems of marketing policy. Due to the large customer marketing existing problems of ChapterⅡ, Chapter III propose solutions. Chapter IV introduces the safflower Langjiu Account Marketing for policy safeguards. Chapter V is conclusion.