Study On Key Account Marketing Strategy Of Wuhan Tianming Group

Wuhan Tianming Group has been established for 20 years and has become a leader in the professional clothing industry in Hubei Province and even in the country.The development of enterprises has so far had a certain strength and scale.However,with the development of the Internet and the increasing competition in the industry,companies have not realized the changes in the market,or they have adopted traditional product marketing strategies and "non-discriminatory" customer management strategies.Often,20 % of the large customers in the market create 80 % of the profits of the company.At the same time,the large customers are also the key to the market competitive advantage of the company.The loss of large customers is extremely unfavorable to the development of the company and the continuous growth of corporate profits.Therefore,on the basis of this,the paper puts forward the research on the optimization strategy of the big customer marketing,aiming to tailor the optimal strategy for the development of the big customer relationship management,which has a certain practical significance for the application of the big customer marketing management strategy in the enterprise.Based on the basic theory of marketing and the marketing theory of big customers,this paper combines the current situation of marketing of big customers in Wuhan Tianming Group.This paper analyzes the status quo of Wuhan Tianming Group from four aspects: company general situation,staffing and technical strength,pre-sale,in-sale,post-sale and customer satisfaction survey.Using interviews with large customer business personnel and using questionnaires to investigate large customers 'satisfaction with products and company products,sales staff service levels and after-sale satisfaction,it was found that only 35 % were satisfied with Tianming Group as a whole.This shows that there are many problems in all aspects of the company;And there are a considerable number of customers are not willing to transfer Wuhan Tianming Group to other customers.In addition,an interview survey was conducted on "Wuhan Tianming Group's emphasis on big customer management." Only 11.7 % of people think that the company attaches great importance to big customer management work,and35.4 % think that the company does not attach great importance to big customer management.All the above data show that Wuhan Tianming Group has many areas that need to be improved in terms of large customer service.It is imperative to strengthen the management of customer satisfaction of large customers.Based on the actual situation of Wuhan Tianming Group,this paper analyzes the problems existing in the marketing management of the company's large customers.2,market segmentation and positioning work missing;3,behind the means of customer management;4,the awareness of large customer service is weak;5,the performance evaluation of the sales team of large customers is unreasonable.Among them,the main reason for the lack of understanding of the marketing strategy of large customers is due to the weak market concept and competition consciousness,and the lack of understanding of the marketing strategy of large customers.Regarding the means of customer management,the main reason is the imperfect organization system and loose management of large customer files.There are three problems in the performance evaluation of the big customer sales team,such as unreasonable salary setting,inadequate incentive system,and lack of process regulations for big customer sales.In order to solve the above problems,we need to establish the enterprise culture centered on big customers and optimize the "4P" combination.We will improve the market segmentation and positioning,improve the related content of the management of large customers,improve the division of large customers and service work,and improve the evaluation indicators of the large customer marketing team.Specifically,from the strengthening of market concept and competition awareness,management needs to attach great importance to big customer marketing,management needs to clearly realize the customer's lifetime value,etc..From the optimization of product strategy,price strategy,channel strategy,promotion strategy and other four aspects to refine the product;Market segmentation and positioning work;We will continue to improve the management of large customers by optimizing the organization structure and clarifying the organization responsibilities,and doing a good job in the identification and management of large customers.The performance appraisal needs to start from two aspects:perfect salary setting,incentive system and unified management of target customers.Finally,from: 1,improve the early warning measures to reduce the loss rate of customers;2,implement the way of major customer marketing combination;3,improve the marketing human resources construction of large customers;4,set up a survey of the satisfaction of large customers and other four aspects of safeguards.From the management of the large customer relationship,the company's marketing strategy has been transformed and upgraded.From the past to the future,it has become a customer-centered change.Through the operation of the company,customer information has been continuously accumulated.And use the information obtained from customers to formulate and adjust the market strategy to meet the customer's individual needs,cultivate the company's final customers,partners,and have more positive preferences and preferences for the company and its products,and retain them to finally achieve the stable growth of corporate profits.Combined with the theory of big customer marketing strategy and the actual situation of Wuhan tianming group,it provides a good reference case for the research and practice of big customermarketing in the professional clothing industry,and provides a certain reference for the development of the entire professional clothing industry.