Study On IT Business Enterprises’s Key Account Based Marketing Project

IT industry has a high growth, which plays an important role in the information era, especially for national sovereignty and national economy. Since the more and more players get involved in the industry, substitute products and services are much cheaper, the voice of channel matters more. Also clients pay more attention to brand, resulting in an increasing popularity of client-orientation. In this context, to serve the clients is nothing but the best choice for players within the industry. Key account relationship theory, or key account marketing(KAM) thus could be utilized in practice, injecting more vitality to the industry. Long-term performance would benefit from key accounts, and industrial health will upgrade. Past research has done much in theory development, but few of them emphasize on practice, or we may say, case study. During the transformation period of IT industry, this article would combine the characteristics of both industries or products and accounts, and then conduct analysis from a broader perspective, in order to make contribution to theory.First the article clarifies KAM’s usage in Chinese IT industry, and then makes a review of the past literature and builds a theoretical framework, which promotes the case study of XHJ Corporation. The articles analyzes its status quo of key account marketing, summarizes four relevant capabilities: technological support, standardized service, distribution system and resource capture, thus leads to the difficulties the corporation is faced with, and gives strategic directions. On one hand, through STP and 4Ps, marketing strategies are formulated; on the other hand, secondary strategies are also articulated, including service design, flexible organizational structure, communication mechanism, strategic alliance, etc. In conclusion, key account marketing makes much contribution to the firm’s growth and profitability, playing an essential role in the overall strategy. Also technology and after-sale service system is articulated based on KAM, including the structure of the system, ITIL model, response system, maintenance system and service quality management system.In summary, the article conducts a case study of XHJ Corporation from a perspective of overall system solution provider rather than distributor, and discusses the capability bases, difficulties and strategies of KAM within the theoretical framework, leading to the innovation of the article.