Study On The Strategy Of Key Customer Relationship Management Of PF Company

PF Company is an export-oriented private enterprise specializing in the production of amino acid products.The company's scale is medium and small.In the past few years,it has developed rapidly under the support of the country's and the local government's policies.However,along with it,more biochemical companies have emerged in the trend and the competitive environment is complex and changeable.By2017,the state has intensified its macro-control policies on environmental protection and energy conservation,and put forward higher requirements on raw materials,heating,electricity,and sewage,which has a greater impact on the industry.The industry in which PF operates has a high demand for R&D,production,and environmental protection.Therefore,with the formation of a market-based competitive landscape,the industry is no longer simply competing in selling prices and product quality.Market share has gradually gathered in key-scale enterprises.Currently,oligopolistic competition has basically taken shape and SMEs are facing out.PF Company has encountered unprecedented impact and test of survival.Therefore,how to proceed from the perspective of customers,segment customers,mobilize the limited resources to increase the satisfaction and loyalty of key customers,and stabilize existing customer resources,which has become a breakthrough point for PF Company to reduce marketing costs,stabilize sales orders,increase market share and achieve sustainable benefits.Based on the theory of key customer relationship management,this paper has conducted a detailed study of PF Company's key customer relationship management.First of all,the paper analyzes the current situation of PF Company's major customer relationship management.Second,the paper puts forward the problems existing in the PF Company's key customer relationship management,such as,not accurately defining the target customers,the concept of full-fledged customer relationships has not yet been established,lack of key customer service teams,single marketing strategies forkey customers and so on.Finally,it puts forward the improvement strategy of improving the service quality of key customers from the definition of key customers,cultural construction,institutional settings,service team building,marketing management,and management software etc.This paper,through the research of PF company's key customer relationship management,hoping to play a good role in promoting PF company's key customer relationship management,and some inspiration to the development of the enterprises within the industry.