Research On The Key Account Marketing Strategies Of H Software Company

Companies can only survive and achieve better development after accumulating a considerable number of clients.Therefore,more clients a company owns,more market share it could gain in the industry.Generally speaking,major clients refer to those clients which play an important role in a company's long-term development strategy and contribute substantial profits.The management methods of major clients and ordinary clients are diametrically different.Companies should focus on the demand of major clients,when maintaining relationships with them.They should leverage their own unique ability to satisfy the demand of major clients,and thus cement their connections with major clients.My research focuses on H Company.Firstly,I identify 40 major clients that could help H Company fulfill its long-term development strategy.Then I conduct client satisfactory surveys of the 40 major clients.I work out a satisfactory evaluation model for H Company,which is based on theories concerning clients' satisfactory,loyalty and relationship management and taking into account the characteristics of the software industry,and design questionnaires accordingly,in order to draw the conclusion of whether clients are satisfied with the company's services.I analyze the questionnaires and propose suggestions and strategies to improve clients' satisfaction.The thesis: 1)demonstrates how to set up a client satisfactory evaluation system that takes into account the characteristics of the software industry and a company's specific conditions;2)presents a client satisfactory evaluation system for Gildata and design questionnaires,based on indicators' weight and formulae;and 3)gauges the satisfaction of H Company's clients by analyzing the questionnaires,and contains conductive suggestions.