Key Account Resources Marketing

The 21st century is a new economic era. Facing such a new environment, if enterprises want strengthen their competitiveness in the fierce competitions, the key is to cultivate and promote their marketing strength and the method of obtain key account.But marketing strength depended on the environment ,resource and ability. In these three determining factors, also most essential is by the resources superiority. Because environmental factor although is the enterprise competitive ability forms and realizes the essential condition, the environmental factor after all is "the external factor", to enterprise competitive ability influence finally must through enterprise's "the internal factor", only enterprise's resources be able to realize.The enterprise resources foundation discusses representative personage Jay Barney, emphasized these could move, merges"the invisible resources "or"the organization resources"was the key factor in enterprise competition superiority. Specially after entering 21st century, the technical,the material productivity rapid development and the market mechanism unceasing consummation and emerge many key account enterprise want to obtain certain quantity resources is not a difficult matter, the difficult is how to carry on the optimized disposition to these resources and what the marketing method which the enterprise chosen . Therefore the resources marketing which is based on the resources foundation theory, unifies the tradition marketing theory proposes one kind of new key account marketing theory pattern.This paper is based on the key account management theory and the modern marketing theory ,the enterprise competitiveness theory ,the enterprise ability theory and the marketing strength theory .Firstly, it analysis the key account theory to the resources theory ,compared with the tradition marketing theory and discussed the key account resource marketing's definition ,the characteristic, plans and strategy. Secondly, it proposed the basic strategy of the resources marketing pattern: integration resources marketing pattern in the modern enterprise in order to provides one kind of new mentality and the method in marketing.The research of key account resources theory could makes the core competitive ability to the modern enterprise in day by day the intense competition ,the establishment competition superiority has the practice instruction significance which emphatically wants. Our national enterprise only has is good at to catch the key account the use resources, the conformity resources, then possibly is at the advantageous position in day by day the intense competition, and expands to enterprise's further development establishes the solid foundation.