The Refrigeration Equipment Manufacturing Enterprise Target Marketing And Customer Management

The domestic refrigeration equipments manufacturer are go in a same quality competition. The main refrigeration business is made into the resources integration in fast development and in fast development. The market resources is increasingly concentrated, the customer is bigger and bigger, 20% big customer occupied 80% resources, 20% customer occupied 80% gross demand of subdivided market. Look back to the marketing present condition of domestic refrigeration equipments, the subdivision of active valid market is widespread lack, it is" trending blindly in the wave tide of the market". At the same time, the big customer's importance is increasingly convex now:"20% big customer contributed 80% sale income". All of these decide the target marketings of " take big-customer as the center" must be actualized. The target marketing of implementing" take big customer as the center" is wise choice for the refrigeration enterprise. Certainly, the target marketing has only" contribute the big customer- Main order source of business enterprise" is not enough, target the customer should still include: honest old customer- the popular conquer the world; grow up little customer- what target' s marketing pursue is customer's for life value. The purchase characteristic analysis of target customer open out the focus of different customer's attention, the key link of purchase decision, the key link of key person.The key of the implement" take big customer as the center" is firstto the big customer's strategy management means to build up the strategy cooperate, keep in accordance with the big customer's development strategy, keep in accordance with the big customer's need to the product and service, integrate the source inside and outside of the enterprise, carry out to satisfy the reengineering demand of big customer in time. The next in order, the big customer' s strategy management is to change the management as service, promote the service ability continuously, builde up the big customer's informationmanagement system, take care of big customer' s special envoy. Finally, to pay attention to the detail, work well the detail. Certainly, the big customer's risk management aslo should be done. Big customer grade management is a kind of valid mode.