Research On The Declining Satisfaction On The Key Account On The HAM Company: Causes And Solution

The rise of Internet marketing makes low-cost transfer of the market information, commodity prices tend to transparent, customer’s choice are more and more, customer loyalty decreased, customer churn occur frequently. HAM Company operates in the traditional chemical industry, facing new marketing topics in the current market environment: How to reduce customer churn, especially key account churn, improve corporate profitability.In a customer-oriented marketing era, customer relationship management has become an important strategic business initiative. Key accounts are corporate customers of strategic significance; key account management is the focus of customer relationship management. In this paper, the author applicants literature review, the theoretical analysis and the case study method, with HAM-based case studies, reviews the concept on account management, 4Ps-4Cs-4Rs changes, relationship marketing, customer relationship management, key account marketing concept and review literature related to key account management theory; Through sales growth slowdown and a detailed analysis of the reasons for customer sales share decline of HAM key account, the definition of key account management and the main problem for corporate key account management is analyzed, using 4Rs marketing theory in the key account management, building a traditional foreign key account relationship marketing system, but also analyzes the necessity of traditional industrial production enterprises large customer relationship management, through the epoxy resin customer demand for design and survey products, the HAM company’s customer satisfaction surveys, and a large share of the decline in customer sales made coping strategies: constructing large customer relationship management environment, improve the level of corporate information, and be careful the large customer market research and market segmentation, continuous improvement big customer relations. Steps proposed countermeasures KA development and account management to be taken, study the practical problems that occur during key account management and resolution in terms of policy recommendations.