Research On Optimization And Implementation Strategy Of H Company's Large Customer Management System

As the trend of global economic integration continues to expand,In the face of increasingly fierce market competition,the company's marketing concept is changing gradually,which requires enterprises to understand customer needs better,increase customer interaction and communication through customer management system,reduce the marketing cost of enterprises,and reduce the sales process and the idle link,enhances customer loyalty and satisfaction,thereby increasing the profitability of the company.The competitive advantage of foreign competitor causes the market competition in China fiercely.The domestic SMEs could not compete with them.Domestic enterprises are facing severe challenges when they face new opportunities.In a highly competitive market environment,most SMEs are realizing that they can grasp customer needs and cultivate customer loyalty to survive in the fierce market competition and improve their competitive advantage.Therefore,many companies have begun to shift from the concept of “product marketing” to the concept of “relationship marketing”.Key account management is vital to the company and is the core strategies of the company.The company enhances its core competitiveness by continuously enhancing its relationship with major customers.The customer relationship management(CRM)system makes information marketing technology an important strategy for corporate marketing activities by information technology,and enables enterprises to succeed in market competition.In order to better understand customer needs and customer behavior,the company continuously optimizes management activities from organizational structure,management processes and technical means,and uses customer relationship management system to increase communication and interaction with customers and expand new sales.Channels and new target markets,reducing idle links in the sales process,reducing corporate marketing costs,thereby increasing customer satisfaction and loyalty,increasing customer value,and ultimately improving corporate profitability and performance.Therefore,how to improve the service level of key account and provide differentiated services for the unique characteristics of large customers is very important.Based on market and customer relationship theory,customer management theory and market sales theory,this paper analyzes the advantages and disadvantages of H company and its own environment and conditions by comparing with domestic and foreign laser manufacturing industry.The customer management system and system put forward relevant suggestions,and propose the process and plan for the optimization of the company's key account management system,as well as safeguard measures.The first chapter expounds the background and significance of the topic and its significance,content and methods.The second chapter expounds the relevant theories of the major customer management system,including market sales,relationship marketing,customer management,and key account management.The three chapters analyze the current situation of H company's major customer management system,including the domestic and international laser manufacturing industry market conditions,H laser company profile,H company SWOT analysis,H company's major customer management status and existing problems;the fourth chapter describes the H company big Customer management system optimization program design,including H company's major customer management system optimization objectives and principles,H company's major customer management system optimization overall plan,H company's major customer management system optimization implementation process design;Chapter 5 analysis of H company's major customers The implementation guarantee of the management system optimization plan mainly includes the improvement of the marketing major customer management team construction,the improvement of the communication channels of each business department and marketing team,the improvement of the management system of large customers,the establishment of the management of the company's major customers,and the early warning management system of large customers.The establishment of the content;the final is the conclusion and outlook of the full text.