Research On Optimization Of Marketing Strategy For Major Customers Of H Aviation Logistics Company

Under the influences brought by economic globalization and the development of foreign trade in China,aviation logistics has experienced rapid growth in recent years.As a vital component of the modern logistic system,it also prompts the international freight forwarding industry to release strong vitality and potential.The marketing model of the whole aviation logistics market has also changed with the intensification of market competition.Because some large customers can bring huge business revenue and profits,the marketing model for large customers has been paid attention to by aviation logistics enterprises,and the multi-level marketing awareness has gradually strengthened,which has also made large customer marketing an important means for aviation logistics companies to seize the market commanding heights.In the face of the current industrial environment and development trends,how to seize market share,constantly strengthen the leading advantage in the professional and subdivision markets,seek the company's growth and development,and realize the improvement of the company's profit level and customer value,which has become the most thought in the development process of many aviation logistics enterprises.This article takes H aviation logistics company as an example in this research.Basing on the practical data collected from the sample,this article analyzses the macro environment and competition environment,this work explores the marketing environment of the key customers of H aviation logistics company.Then,based on the data collected from the interview with the key accounts representative,Shenzhen J Aviation Logistics Company,this work reveals the current status and existing problems of the Key Account Marketing of H aviation logistics company.Furthermore,it also explores the reasons of the formation of these problems.Finally,this work offers specific suggestions targeting on the optimization of its Key Account Marketing as well as the security measures.The innovation of this article is to form a systematic marketing optimization strategy for large customers of H aviation logistics company by studying five strategies such as large customer agency setting,large customer segmentation andpositioning,development process,service process,relationship maintenance,and giving specific implementation plans,and striving to improve the profit level of H aviation logistics company and the comprehensive strength of enterprises.