The Research Of Key Account Marketing Strategy For Private Express Company In China

In recent years,with the development of economic globalization,Chinese cross-regional business and the changes of concept of consumption,the rapid growth of e-business brings unprecedented opportunities for the express enterprises.Facing such a good opportunity,the competition from the international express enterprises,domestic express enterprise and private express enterprise was increasingly fierce,especially after the establishment of Postal Law,the Chinese express industry entered a new era and the expressenterprises began to pay more attention to the key account which is the main contributor to corporate profits.With the advent of the increasing fierce competition,the changes of marketing environment,the variety of consumer needs and the concept of customer orientation,each express enterprise pays more attention to vied for the sources of key account by different ways.Facing such a fierce competition situation,express enterprise realized the importance of key accounts for company’s operation,survive and the key function of key accounts for company’s development and profit making.Therefore,developing key accounts,retaining key accounts,managing key account are becoming the strategic problems of express companies’ survive and development.Three questionnaires and results analysis are implemented in this research form the key account need perspective.The purpose of this research is to find the problems in key account marketing of private express enterprise.The first questionnaire for professor is designed,which is based on the literature review and demand analysis,to screen the indicators which can influence key account marketing.Based on the indicators in first questionnaire,the second questionnaire for key account is designed.In order to confirm the key influencing indicator,the AHP calculation is used and solutions are recommended.The third questionnaire is designed for key account’s satisfaction before and after key account marketing strategy.In order to verify the feasibility of key account marketing strategy,the Z express company in Y area,X province is selected as the case study in this research.After comparing the data of operation performance and key account’s satisfaction before and after the key account marketing strategy implementing,the results show that the key account marketing strategy is feasible.Besides,in order to accelerate the development speed of the private express company,the company should not only pay attention to the amount of discount,notice and apologize,alternatives,improvement of after-selling service of key accounts,but also should use the power of government,industry associations and company comprehensively,performing its own duties and coordinating with each other.The results of qualitative research and quantitative research used in this research to provide a fundamental basis for the practice of key account marketing of private express company.The recommendations of Z company can be also referenced to other private express companies.