A Research On Key Account Marketing Strategy Of Industry Product Marketing

The traditional marketing theory regards the product as the core competitive capability. Nowadays many enterprises still adopt the antiquated ideas of the production, product and marketing. In the guidance of these ideas, they only focus on making the deal while ignore the maintenance of the customer relationship. They put undue emphasis on the market share and are trapped in the price competition. As the result, these enterprises have met the bottleneck of the development which is difficult for them to go through.More and more enterprises have been changing their focus from the product to the customer, from the deal marketing to the relationship marketing. Key account marketing is the inevitable outcome of the development of the focus on customer and the relationship marketing. These enterprises have taken the establishment, maintenance and development of the royalty from the key account as the most important task. By developing the Key Account, the enterprise can raise the Customer Share and get the sustainable improvement in the performance accordingly.The industry products sale has its unique character in the comprehensive purchasing procedure, various influence factors, the indirect demand and the people marketing. So the Key account marketing has been applied in this area. The development direction of the relationship between the buyer and the seller is the long term cooperation relation which the Key account marketing pursues.The article takes SL Co., which is a famous international energy Company where the author is servicing, as the example. By analyzing the implement...