Research On H Company’s French Key Account Marketing Strategy

French market has had a huge demand on video door phones in the past five years.The reason is that video door phones can bring living improvement and safety to people.On the other hand,video door phones have been integrated with Io T technology,creating some new products to meet more and more requirements from consumers.Under a background like this,the French key accounts have grown very fast in the past years.Leading the fast dev elopment of the video door phone industry in France,their total annual turnover almost accounts for 80% of the whole industry.However,video door phone manufacturers from China have not occupied a larger market share in the past years in France,and even gotten stronger competition from European manufacturers.Thus,to all Chinese video door phone manufacturers,the main problem now is how to make a breakthrough in French market and expand the market shares.H Company is a typical video door phone manufac turer from China.Without focus on some specific markets or clients,it has been insisting on the policy of working with all clients from Europe and United States.France is always the most important market for video door phones,accounting for over 40% of the general market requirement of whole Europe.Working with few key accounts,H Company,however,has not performed well in France market and its market share has been small in the past years.Through PEST analysis on the macro environment of France,Por ter ’s Five Forces analysis on the video door phone industry competition in France,and SWOT analysis on H Company’s strength,weakness,opportunities and threats,this paper found out H Company’s existing marketing problems,including market segment,integrated marketing and customers relationship management.Then,the paper proposes French key account marketing strategy by using the theories of STP,4P Marketing and Customer Relationship Management.Last but not least,to make sure the French key account m arketing strategy will be put into effect,the author comes up with detailed implementation and control solution,including marketing team built-up,in-process control of marketing,internal operation optimization.To face a huge international market,an enterprise should focus on some and give up the rest.Since France has a large need for video door phones,H Company should attach importance to the French market and find out the scientific marketing strategy according its own situation.The research of H Company’s French key accounts marketing strategy will provide instructive guidance to H Company for developing French key accounts and increasing French market shares.