Research On Key Account Marketing Strategy Of Y Company

In conformity with the background of global economic integration,the world is bound by the trend that global market integration inevitably.the new type of economic development rapidly,which put Internet,Knowledge Economy and Technology Innovation as the symbol,meet the needs of consumers as the core.In this great change,China's manufacturing industry as the pillar of national industry has achieved rapid development.“Made in China” has a global footprint.The unprecedented development of the manufacturing industry has also created a huge consumer market.Metallurgical bearing manufacturing,as an important part of the manufacturing industry today,presents an unprecedented market opportunity.At the same time,the metallurgical bearing industry has also become the most competitive industrial market.Multinational companies,industry giants have stationed in the Chinese market,the second-tier manufacturers and even the infancy domestic manufacturers also not weak.They all strive to occupy a place in this competition.How to maintain one own competition Advantage in such a fierce competitive situation has become a problem for all businesses.Marketing is an important function of enterprise development.The formulation and implementation of marketing strategies are obviously the basic measures to ensure the market competitiveness of enterprises in a highly competitive and rapidly changing business environment.Traditional product and price-centric marketing strategies are shifting toward customer-centric marketing strategies,but because of their limited resources,it is not possible to meet the needs of all customers,nor do all of them create value for enterprise.20% of key accounts may contribute 80% of the total corporate income,only analysis and positioning of key accounts,the rational allocation of corporate resources in large customers,improve customer satisfaction and loyalty,could enterprises enable the relationship between enterprises and key accounts stable.As a supplier of bearing equipment for equipment manufacturing,Y also faced such problems as the lack of segmentation and positioning in key accounts markets.Meanwhile,the lack of systematic research on key accounts result in the decrease of customer satisfaction and loyalty.At the same time,due to the complicated process of purchasing industrial automation products,many pants could affect the purchase result,the development and implementation of key accounts marketing strategy is particularly necessary.This paper combines the marketing,customer relationship management,key account marketing strategy theory.Equipment manufacturing industry in urgent need of upgrading metallurgical bearing manufacturing capacity as a starting point.Firstly,this paper introduces the business conditions of Y in the current stage,Analyzed Y Company's internal and external marketing environment under the development of industry situation currently.Next,under these backgrounds,we develop a marketing strategy for Y Company by means of SWOT analysis.At the same time it makes a targeted marketing strategy for Y Company according to STP analysis.Finally,from the perspective of establishing a key accounts marketing team and building a profit chain for upstream and downstream enterprises to enable Y company implement customer segmentation,develop of large customer marketing project,manage plan to encourage large-scale purchase,provide safeguards to promote the implementation of key accounts marketing strategy,in order to enhance the competitiveness of Y Company and the transition to a mature stage.