| Recently,in the incentives of industry policy and the leading of market demand,the industry of China's industrial robots realize increased rapidly and the industrialization of leading enterprises ability improved,at the same time,more and more new companies are also actively involved in the robot industry.In such a fierce markte competition,the products of human-machine collaborative robots of S company are facing an enormous challenge.The market performance related to customer relationship marketing strategy will push the company's overall marketing planning and development.S company is the case of the essay.This paper analyzed and studied the management of large customer relationship on the demand of industrial robot products.First of all,the paper summarized the research results on key accounts and customers realationship at home and abroad.Then the paper analyzed and expounded the operation status of S company's robot products in China.On this basis,this paper described the current situation of the management of key accounts of S company,analyzed the existing problems and causes,and analyzed the composition and recognition criteria of key accounts.In addition,the evaluation selection and rating criteria of major customers of S company were established through questionnaires.Finally,the paper put forward countermeasures on the implementation of customer relationship management of S company,including rebuilded the key account relations management organization structure and management of process systems,provided external market of relationship marketing strategy,builded the center of multi-dimensional customer loyalty and so on.I hope these suggestions can help to improve key account segmentation and relationship management of S company and promote consciousness of enterprise to participate in the key account relations management and reduce the turnover rate of large customers and improve the ability of enterprise of key account relationship maintenance. |
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