Commscope Customer Marketing Research

Since China's entry into WTO, multinational companies keep coming, this intensifies the market competition. The traditional trading marketing theory faces the challenge of the market, as the development of market marketing theory and practice, the modern enterprise especially large multinational enterprise begin to pay attention to the development of large customer, maintenance and management, the modern marketing theory have previous to product-centered gradually transition to take the customer as the center. Most enterprises have this kind of phenomenon, 20% of the client May contribute 80% of total revenue. We put this 20% of the clients as enterprise big customer. Enterprises should formulate special big customer marketing strategy. The so-called big customer marketing is set for enterprise big customers a series of marketing combination scheme. Big customer is relative to the general consumers, general refers to the enterprise important customer or main channel distributor, and its value relative to the enterprise is big, need one to conduct customer management and marketing strategy implementation.Big customer marketing strategy is in essence a kind of relationship marketing, since the famous marketing scientist bailey first put forward the theory of relationship marketing for more than 20 years, relationship marketing in current market is still rife. Relationship marketing is different from traditional marketing model, relationship marketing theory represented modern marketing theory change direction, has become an indispensable modern marketing part of textbooks. Customer loyalty and trust plays the key role in the company's marketing objectives, so relationship marketing theory emphasizes maintaining good relationship with customers and to provide a high level of service.American CommScope company as the world leaders in the field of communication network cable and connectivity solutions. as major supplier of Chinese company, the American CommScope begin to enter Chinese market in 1989, in the Chinese market have developed rapidly, share the Chinese communication network market development, but in recent years the feast also face market growth slowdown and customer loyalty problems such as decreased gradually. At the same time, because of increasing competition and the industry requirements of customers continuously improve factors, American CommScope Chinese companies must implement big customer marketing strategies, focus on key accounts and middlemen ties, ensure realization to maintain the long-term stability relationship both buyers and sellers.This paper first introduced the big customer marketing strategy proposed relevant background, expounded on big customer marketing related theory. Then according to the actual situation and the CommScope integrated cabling business in China, points out the customer marketing strategy and its existing problems. Finally, measures and the concrete implementation countermeasure of big customer marketing strategy improvement of CommScope are proposed.