Study On Optimization Strategy Of Key Customer Relationship Management Of XJ Group

For the manufacturing industry,key customer marketing plays a very important role in the marketing of the whole company,especially the power equipment manufacturing industry,which is located in the upstream of the supply chain.Due to the strong professionalism of the products,the potential customer base is relatively limited,so the key customer relationship management is of great strategic significance for the long-term survival and stable development of the enterprise.Taking XJ Group Ltd(XJ Group for short)as the research sample,this paper conducted an investigation and research on the current situation of key customer relationship management of XJ Group through literature review,in-depth interview,questionnaire and other methods.Through a comprehensive review of relevant theories of customer relationship management,this paper provides a solid theoretical basis for the research.At the same time,an in-depth interview was conducted with the head of key account department to understand the current situation of key account relationship management in XJ Group.Based on the China Customer Satisfaction Index model(CCSI)and IDIC model,questionnaires were conducted on key customers and employees of XJ Group respectively.This paper explores the existing problems and deficiencies in key customer identification,key customer differentiation,key customer interaction and customization of XJ Group,and then puts forward the optimization strategy of key customer relationship management of XJ Group.Through the research and analysis of the key customer relationship management system of XJ Group,it is concluded that XJ Group should combine the key customer relationship management with the group’s strategic development objectives,optimize the organizational structure,and improve the strategic position of key customer relationship management.At the same time,the strategy of key customer relationship management of XJ Group is optimized from the aspects of cultivating accurate identification ability,establishing scientific differentiation method,improving interactive communication ability and strengthening customization ability.The IDIC model is introduced into the key customer relationship management of XJ Group,and based on this model,the problems existing in the key customer relationship management of XJ Group are found out,and targeted optimization strategies are proposed,which has important guiding significance for the key customer relationship management of XJ Group.At the same time,it can provide some guidance and reference for other enterprises’ key customer relationship management.