The Mode Research Of Key Account Management Of Hangzhou Power Bureau's Marketing

In recent years, key account management (KAM) has become a crucial issue for many companies. Driven by some form of 80/20 rule - 80% of current or potential revenues come from 20% of customers - many firms have come to realize that these customers must be treated somewhat differently from the average customer. Of course, it is one thing to recognize that these accounts should be treated differently, it is quite another to figure out exactly what to do.In China, it's only several years ago when marketing theory was firstly introduced to electric power suppliers. So it's easy to understand that the key account management is an even more brand-new thing. Without the guidance of the KAM theory, some electric power suppliers came into action of the key account service. The research of this paper is aiming at this circumstance. The paper, based on the theory, focuses to the research of the KAM of the Hangzhou Electric Power Bureau (HEPB). Firstly the paper describes the background of the marketing condition of HEPB. After explicating the basic theory of KAM, the paper analyzes the status quo of key accounts relation of HEPB. Based on these analyses, it constructs a mode of the key account management of HEPB. The mode is constructed by these core elements: the confirmation of key account; exclusive service of key account; the organization of KAM; the process of KAM; the system support of KAM. After that, it analyzes the bottleneck of execution and introduces an answer on how to solve it. This research work is operative to HEPB and it's expected to be usable to other similar electric power suppliers, whatever the theory or the practice.