A Study On Identification Of Key Customer Of Industrial Marketing

Facing highly competitive and changeable market, companies pay more and more attention to the question of identifying, attracting and keeping the customer. Companies keenly feel that the customer will be the vital resource for market competition in this century. However, Chinese industrial enterprises have not gotten effective ways of identifying, attracting and keeping the customer, while the customer management is still in the starting stage in industrial marketing in China. On the other hand, while many Chinese scholars pay more and more attention to the customer management and the key customer management, but the study on the identification of key customer is still in its infancy. So this paper raises the question about identifying the key customer in industrial marketing.The paper makes a retrospect and analysis about the current research on the theory and method of customer identification, discusses the key points of Chinese industrial marketing and the features of key customer identification of industrial marketing. After referring to the advanced theories such as stratagem management, key customer relationship management, theory of value chain and theory of synergetics, the paper goes deep into three parts-customer attraction, relation condition between company and customer, matching advantage of company-to build up a key customer identification model for industrial marketing. Then the paper gives an exploratory research about the influencing factors of this model. According to the features of communication equipment industry, this paper builds up a key customer identification system for this industry based on that exploratory research, useing Analytical Hierarchy Process, Delphi, and linear authority splice to be the integrative evaluation method. Then the examples are made in order to approve the effectiveness of the system and the method. The paper also makes a conclusion about the main fruits and the prospect of the future research.I hope this paper could contribute lightly to the study of key customer identification in industrial marketing, and also offer a reference for acquiring competitive predominance of Chinese industrial company.