Research On Key Account Purchasing Behavior In Industrial Product

In 2008,China implemented "four-trillion" economic stimulus plan,infrastructure projects got continuedly expanded,and engineering machinery got a rapid development.But,in recent years,with fewer national investment to infrastructure,as well as the global economic downturn,sluggish growth,construction machinery industry has suffered a "new normalcy" in China,engineering machinery enterprises inevitably slow development,and at the same time,the domestic construction machinery marketing reaches saturation,with excess production capacity,the market has been changed from a seller's market to a buyer's market,it is becoming more and more fierce for wining OEM customers by various ways,and it especially focus on the high value OEM customers.X company as one of the supporting enterprises in construction machinery industry,the original marketing model has to face the challenge in the current low development market condition,and has to adjust to fit the market,it is not the background but also the research significance for this article.Under the above background,and based on the marketing strategy of X company,the author with several years of work experience analyzes the practical cases,the various kinds of historical data and the related charts,to find out the existing problem of x company marketing management,according to the cause and result,to rebuild the company marketing strategy base on the customers purchasing behavior,further detail marketing measures to meet the actual marketing requirement,help x company to achieve the goal and expand the market share,and achieved the greater success in the makatite core content including: the theory about industrial key customers buying behavior;the characteristics of diesel engine industry and the analysis the current customer marketing management mode of x company;The marketing strategy of X company based on the purchasing behavior of key customers.