A Research On Key Account Marketing Strategy Of SANYHE

China is the largest coal production country in the world, which accounts for 37% of the world coal production. Coal is the main resource of energy in China. From 2002, with the situation of coal industry turning better, government requires higher mechanization standards for coal mining enterprises. The establishment and integration of large scale coal mining enterprises makes the demands for coal mining products growing up steadily. Strengthened purchase power makes the competition of coal machinery sales becoming tougher. How to maintain a competitive advantage over other coal mining machinery enterprises is an urgent issue that mining machinery enterprises must face up. Therefore, enterprises must re-examine the current marketing modes and strategy. Enterprises should make a turn from product oriented to customer oriented and from trade marketing to relationship marketing. And key account marketing is the inevitable outcome with customer oriented idea and relationship marketing development in the market. To maintain rapid and stable growth; to maintain, preserve and develop key account relationship, mining machinery enterprises must break the inherent mindset in order to establish and improve the key account marketing system.Sany Heavy Equipment Co., Ltd. (hereinafter referred to as "SANYHE") is one of the subsidiaries of SANY Group. SANYHE is a new recruit in coal mining machinery industry. Although SANYHE is developing rapidly, the growth rate decreased in recent two years, and it is difficult to break through the operation bottleneck. Therefore, to maintain sustaining and rapid development in the fierce competition market; to expand market share and break the old marketing mindset; and to change the marketing mode and enhance the key account marketing capabilities has become an important issue for SANYHE.Author has six years marketing working experience and is currently engaged in marketing management in SANYHE. Author has a strong interest in research of key account marketing. Therefore, author takes SANYHE as an example, using case study and SWOT analysis to explore and research the key account marketing of SANYHE. Author hopes this article helpful for enterprises to do marketing in the industry.The article is divided into five chapters. ChapterⅠmainly introduces the study background, purpose and qualitative methods. ChapterⅡintroduces some marketing theories of corporate account, mining machine market and development trend, and analyzes customers and competitors. ChapterⅢanalyzes marketing management and corporate account of SANYHE. ChapterⅣdescribes the target market selection and market positioning method of SANYHE. ChapterⅤis the main part of this paper, which introduces the marketing mix--"One Account, One Policy",and a series of corporate account marketing strategy of SANYHE including service marketing, relationship marketing, marketing team management, etc. The end of this article combining with theory and case studies of SANYHE recommendations are made for reference.With the research of SANYHE key account marketing, author hopes to break the traditional marketing mindset, to change the marketing mode, to smooth the management processes, and to redesign SANYHE key account marketing management system. From rational marketing resources reallocation, "One Account, One Policy" and relationship marketing, differentiated marketing would be achieved and long-term stable partnership with key account would be built up.