The Zc Company Customer Management Model And The Implementation Of Programs Designed

Key Account Management (KAM) is an important content in marketing, which is also a part of customer value. Key Account Management is currently a hot issue for both the academic researchers and the business practitioners. However, Key Account Management is wrongly regarded as sales targeting at the large customers or sales in a national wide. The effective Key Account Management should be oriented to maintain relationship with accounts, and providing accounts with the long-term value by continuous communication with each other, as a result, the long-term development of firm are also supported by the effective Key Account Management.For adapt to the change of market environment and the management practice, implementing the Key Account Management in Chinese communication equipment manufacturing enterprises is essential and imperative. These enterprises must establish a customer-centric business philosophy, strengthen the value analysis and research about the key accounts, and enhance actively the degree of satisfaction, loyalty of these key accounts, and then to achieve a lasting competitive advantage for enterprises. ZC company, a firm manufacturing the communications equipments, whose key customers are the main telecom operators, is very suitable for the implementation of key account management practices.Based on the related theories, this dissertation firstly defines the concept and connotation of the key account management, describes the principles, conditions, and processes of the implementation of the key account management. Secondly, by analyzing the internal and external environment, contrasting several competitive strategies, assessing the strategic choice, we determine the goals of the key account management. Thirdly, the current telecommunications market environment and the ZC company's customer relationship management system are analyzed deeply. Finally, we focus on improving the key accounts management in ZC company, and some valuable approach, methods and operation program such as organizational restructuring and business process optimization are given in our results.