Research On Marketing Strategy Optimization Of Office Supplies For Key Accounts Of Comix Group

Issued in 2015,the regulations on the implementation of the procurement law of the Government of the People's Republic of China State Council Order No.658 explicitly require the implementation of uniform standards for the construction of electronic transaction platforms for government procurement,to promote the use of information network for electronic government procurement activities,along with a series of supporting administrative regulations issued,objectively promoted the development of B2 B office materials collection market.As a representative enterprise in the field of B2 B office materials,Qixin Group follows the industry development trend of sunshine,electronic commerce,centralization and one-stop purchase of office materials,focusing on the B2 B office market,rich office materials products and services,to meet enterprise-class customers one-stop procurement needs,enhance customer stickiness and market share.In the actual marketing activities,there are still some problems,such as the old marketing strategy of the big customer,the lack of deep relationship with the big customer,the unsound service system of the company to the big customer,the weak customer service consciousness and so on.Therefore,the company needs to optimize the key customer marketing strategy from the point of view,put forward the research issues of this paper: Qixin Group Financial Key Customer Office supplies marketing strategy optimization research,the company aims to enhance the overall competitiveness of the B2 B industry and expand market share.First of all,this paper used by the research theory and research tools are outlined to provide a theoretical basis for the study of the paper.Then,this paper in accordance with the “Problem-analysis-problem-solving”the logical order of expansion: first,the current enterprise big customer marketing problems encountered in the status quo;Then through the form of external interviews,market surveys and questionnaires to draw relevant conclusions and data analysis,summed up the problems encountered in the existing marketing process,followed by macro-analysis of the product's external marketing environment,in the end,according to the 7Ps service marketing mix,the optimization scheme of the marketing strategy is worked out.In formulating the optimization strategy of the marketing strategy,first from the strategic level,from the market segmentation,target market,market positioning,and then from the specific marketing strategy optimization,mainly reflected in the following 7 aspects: product structure optimization,improve coverage and good product services;price flexibility,diversification pricing to give customers more room for profit;Channel on the building of online and offline integration,while introducing new media for drainage;promotion on the new media,influential journals to increase brand publicity,enhance corporate word-of-mouth;service to improve sales staff marketing skills,provide one-on-one service to key customers and promote Customer satisfaction.At the same time the solution is also closely around 7Ps to analysis.Finally,through the implementation and guarantee of the marketing strategy of the enterprise's key customers,this paper puts forward the safeguard measures from the organizational structure,human resources,marketing resources,information system,etc..