Research On The Optimization Of Key Customer Precise Marketing Strategy Of B Steel Enterprise Based On Customer Segmentation

China’s economic structure is becoming more and more reasonable,and the steel industry has made greater development momentum under the guidance of policies such as eliminating backward production capacity.While the industry has made progress,the competitive pressure is still great.Whether the enterprise can do a good job in the precision marketing management of key customers is the key issue for enterprises to maintain stable operation and better development.In this thesis,B steel enterprise as the research object,for its key customer marketing management research,to solve the practical problem of its key customer accurate marketing strategy optimization.Through the accumulation analysis of domestic and foreign research status,this thesis has an in-depth understanding of the current research progress,and forms reference for the research promotion;defines the relevant concepts,and researches and accumulates the relevant theories that need to be applied to solve the problems,including the relevant theories of key customers,STP theory and precision marketing theory,which has accumulated theoretical basis for solving problems.Through the introduction of B steel enterprise,the status quo,products and market situation,advantages and disadvantages of enterprise B have been deeply understood.Through the analysis of the current status of key customer marketing of B enterprise,the author has grasped the reality of key customer marketing of B enterprise.The main problems are found and summarized into four aspects: insufficient attention to key account management,lack of market segmentation of key customers,weak pertinence of key customer marketing and lack of systematization of key customer marketing management.In this thesis,STP theory,precision marketing theory of key customers are combined with the existing problems of enterprises.The key customer market is subdivided,the target market is selected and the market positioning is defined.The product demand,focus,service preference and risk bearing of the target market of key customers are analyzed.The corresponding precise marketing corresponding to the product demand of customers is proposed the thesis puts forward some optimization countermeasures and suggestions,such as precision marketing of customer focus,precision marketing corresponding to customer service preference and accurate marketing corresponding to customer risk bearing.In order to ensure the effective implementation of the countermeasures and suggestions combined with the advantages and disadvantages of the current internal resources of the enterprise and the specific work of precise marketing optimization measures: strengthening the attention of countermeasures and suggestions,improving the quality of marketing personnel,establishing internal coordination mechanism and complete incentive mechanism,etc.