Research On Key Accounts Strategies For BMT Company

Under the international environment of global economy and trade,the rise and fall of shipbuilding industry is closely related to trade.Shipbuilding industry is a labor-intensive industry.With the development of technology,China has more advantages than Europe,America,Japan and South Korea.Meantime,Chinese government has a strong support for traditional industries in orders and tax reimbursement which makes most of orders focus in China.BMT Company was established in shanghai in 2003 which major sales ship performance and monitoring system and catch the good opportunity.Many domestic investors realize the booming of marine industry and invest it which makes the rapid expansion of shipbuilding.The current orders can't meet the expanding capacity.Some part of the shipbuilding companies get the orders at low contract value which makes low profit of shipbuilding.At this time,the shipbuilding companies squeeze the suppliers which lead to the low profit of suppliers.This article is based on consulting a large number of documents and internal information.It analysizes the current situation for BMT company by five forces models and combines with the case and points out the major current problems for BMT company.We distinguish the key accounts by analysizing the marketing for BMT company and future potential of customer and then evaluate the key accounts value.We know the customer's demands through the interview with an expert of the customer satisfaction and identify the partnership with the key accounts.This article will make the marketing strategies of key accountsIn this paper,the major customer marketing strategy is mainly through 4P marketing mix strategy and key accounts relationship management strategy to expand.Through the price strategy,product strategy,promotion strategy,channel strategy for BMT company to develop key account marketing strategy.We can establish the firm relationship net,enhance the customer relationship,visit the factory of BMT,ensure the pri ority supply and the same development strategy with the customer.In order to smoothly complete the marketing strategies,we state the setting up the marketing teams of key accounts by the organization and structure optimization,establishing the management information system and human resources.In this paper,the research of the key account marketing strategy can provide theoretical basis and reference for the other suppliers in the shipbuilding industry.