Study On Key Account Customer Marketing Strategy Of F Company

2018 the global economic growth speed has slowed down.With the continuous Sino-US trade war,key account customer marketing of multinational logistics companies is forged in the crucible of severe test.They are external policies,fierce competitions in the same industry and the changing consumptions of existing key account customers in china market.Under this research background,the traditional and extensive key account customer marketing strategy of F company has not adapted to the complex and ever-changing environment.The purpose of thesis is to improve the current marketing strategy of F company and enhance its competitiveness.The literature research method,the interview survey method and the case study method were adopted in thesis.The overall research ideas of thesis were summarized into three parts:Firstly,according to F company key customer marketing in chinese market,analyzed the current status and competitive environment of the logistics industry.Secondly,combined the analysis results with realistic marketing situation to form the personalized marketing research and diagnosis,to clarify the main problems of F company key account customer marketing.Finally,focusing on customer relationship marketing and differentiated marketing,tried to integrate specific improvement measures;correspondingly proposed innovative technology and team support.Therefore,the author's research conclusions were as follows:Found main problems of F company key account customer marketing,and combined with customer relationship marketing and differentiated marketing theory,put forward the corresponding countermeasures and implementation guarantees;made the latest research realistic on the operability.The important research significance of this thesis was to improve F company current key account customer marketing strategy and enhance its overall competitiveness.At the same time,key account customer marketing strategy study in this thesis enriches the relevant theories on application research in the logistics industry.The research provided useful reference for other similar enterprises and many analytical ideas for other industries' enterprises in similar environment.