Key Account Management's Search About System Equipment's Business In Z Corporation

To an enterprise, different customers are different to its marketing's stability .The enterprise have to manage its Key Account Management (KAM). Maybe the Key Account(KA) is 20 percent, but the contribution is 80 percent in an enterprise's earning. So an enterprise should pick up the KA. Good or bad in managing a KA is very important to a enterprise, even it will lead to a enterprise's success or failure in marketing's development.On the one hand, the enterprise communicate with the KA constantly, and its thinking is keeping the relationship with the customer and using the relationship marketing .On the other hand, the thinking will provide a long-term value, not only for customer, but also for itself. The essay tell us the theory's development about KAM, and its necessary, maketing factors, customer's stength, defenition etc. we manage to apply the method of strategic management and synthesize strategic module about the Key Account Management, and analyse the reasons of high miss rate of KAM system implement currently. To KAM, It's infallible as the thinking that customer is center and relationship marketing is developing. It's a double-win's thinking. Buyer and seller are all advantageous. The thesis also discusses further how to develop enterprise's effect by using Key Account Management .For example, Using DPM matrix and SWOT matrix to analyse the external condition. Thus we can optimize KAM systematic function and prevent the system from the risk of implementing. This essay pointed out some problems that domestic enterprises especially should be paid more attention on the course of implementing KAM system. Taking an example of Z Corporation, this essay confirms the goal of KAM consequently through analysing the competitive strategy, the internal and external conditions, moreover we analyse the key factors of consumer's demands, and make the plan of implementing KAM step by step. Including optimizing the selling procedure, the hotline procedure. It can be useness for reference in other similar enterprises. The thesis provides more actual instructions to establish a scientific and effective KAM marketing process system.The author gets the final standpoint : in the market,KAM is a certainty as a result , which is focusing on customer and relationship marketing's development. To many enterprises, KAM 's implement will decide its success or failure about business.