Study On Key Account Marketing Strategy Based On Customer Perceived Value

In the past ten years,The R model has created more than 100 billion RMB for L Goup,and which occupies a very high market share in the government,post & telecommunications,public transport,medical and other industries.With the PC market competition has entered the white-hot stage,the original big customer marketing model emphasis on customer object classification,sales channel difference is more and more difficult to compete with other brands.Based on relevant literature review and interview,this dissertation focus on the shortcoming analysis such as company's business are wrong,unfavorable integration of marketing channel,marketing modle is tradition and sale skill is single for big customer.With the increasing attention on brand,product,price and service for customers,this paper studies the marketing mode of L Group from the perspective of customer perceived value.The empirical results show the functional value of product & service,the social value of enterprise or product,emotional value and perceived loss of customers have significant positive impact on the different dimensions of customer purchasing willingness.Based on the empirical results,according to the principles and objectives of marketing model optimization.This paper puts forward the following countermeasures and suggestions for L Group to enhance the competitiveness of large customers:(1)pay attention to the recognition of customer decision level.We should have flexible and competitive pricing strategies,strengthen cooperation to achieve "win-win",and strengthen communication with customers to get recognition.(2)focus on improving customer brand loyalty.To achieve precise marketing based on customer differences,we need to compare perceived value to highlight advantages and seize market opportunities to win the initiative.(3)pay attention to the image building of big brands.It is necessary to carry out marketing innovation based on the analysis of the characteristics of the industry.To build a "three exclusive" marketing model for large customers,we should strengthen the publicity of great power brands.