A Thesis "A Study On The Sales&Marketing Of Key Clients For Yahgee Company"

20/80rule is put forward by the Italian economist Pareto at the end of19th century and beginning of20th century. Specific to the enterprise management, it means80%of the income of an enterprise is created by20%of its customers. Consequently, most enterprises consider the20%part as the core customers because they support the enterprise’s business operations in a certain sense. Therefore, enterprises spend most resources on these specific customers and maintain good relations with them, what is the key to the success or failure of business operations.The key of important customer marketing is to establish a mutually beneficial partnership with them. In order to maintain customers loyalty, enterprises must provide them timely and comprehensive after-sales service, bring them greater value and additional value. They focus their resources to develop those customers who make greater contribution, establish and maintain close and long term relations with them, which can reduce post-transaction costs, optimize resource allocation and maintain the steady growth of corporate performance.When Yahgee developing customers’spending habits which takes growth of the market. The profitability and customer credit decline in different degrees. At the same time, the price of prefabricated house is quite transparent because the standard products make customers already know the company’s cost structure. Aimed at the usage of the important customers has been maintained at a high state, it is necessary for Yahgee to implement the important customer marketing strategy to achieve small profits but quick turnover and keep the sales profits. Therefore, Yahgee should maintain a long-term cooperative relationship with the important customers.Yahgee’s products should combine the needs of customers together with the company’s standard products, rather than to accommodate customers. The thought of producing products that customers need greatly improved the efficiency of the company’s operations. Analyzing Yahgee’s marketing status and exist problems with Porter Five Forces Model and SWOT model, we summed up following main problems in marketing:a single products, deficient product development capabilities, weak innovation sense and implementation force, big bottleneck of renewing technology of rental products, relatively concentrated customer market, great risk and so on. These issues should be solved well-targeted; Thereby the company’s marketing capabilities could be enhanced.On above basis, specific marketing strategies of important customers for Yahgee mainly are to cultivate customer loyalty, to further enhance Yahgee brand and company reputation, to attach more importance to relationship marketing, to strengthen the communication with important customers, to enhance experiential marketing, to attract customers by new products, to move customers with timely and excellent service, to satisfy them with high-quality products, to innovate promotion forms and consider more for customers. We also need to take safeguards measures of important customer marketing and organize the marketing team to service them in real time. And we can establish our own advantages in a complex competitive environment and get a strong competitive position.