Research On Key Account Market Strategy Of XT Company's Custom Equipment

With the rapid development of industrial economy, the china's manufacture from the traditional labor-intensive manufacturing production mode has been fast to develop in the direction of intelligent, integrated, large-scale production mode. Upgrading of production mode bring unprecedented opportunities to the needs of custom equipment, the demand of custom industrial production equipment increases at the same time it also attract more custom equipment suppliers, which makes the industry custom equipment market become one of the fierce competition industrial product market. In the fierce market competition, every enterprise how to keep its own competitive advantage, enterprise's marketing is particular important.Marketing strategy formulation and implementation is a key to the success of enterprise marketing. The traditional marketing taking the product and price as the center, has changed gradually into taking the customer as the center of market model, the enterprise's resources are limited and are unlikely to meet all the needs of customers, at the same time, it is not all customers can create value for enterprises. 20% of the key accounts may contribute 80% of the enterprise's total revenue, the enterprise should make analysis and positioning for the key account, enterprise's resources should be allocated reasonably to key account, in order to improve the customer satisfaction and loyalty, In order to ensure the enterprise maximal profit, enterprise should maintain a stable and long-term relation with key account? The key customer marketing strategy formulation and implementation is a key to the success of enterprise marketing.XT is an industrial custom equipment integrated supplier, as an industrial custom equipment supplier also will be faced the lack of the key customer segmentation and positioning of the market, and the lack of system research on key customer and decline on customer's satisfaction and loyalty. The paper is along the technical route on proposing problems, analyzing problems and solving the problems, analyzes the existing problems of key account at present combined with the internal and external environment of industry, and make classifying and positioning for the key account, and formulate the corresponding key customer marketing strategy and safeguard measures. The paper mainly used method of integrating theory with practice, method of integrating qualitative and quantitative analysis for key customer classification and positioning. The mainly theoretical methods which the paper used are Michael Porter's Five Forces Model and company value analysis. Paper aims to solve problems of key customer marketing which in XT company custom equipment, and also look forward to provide reference for the enterprise which in the similar field.