The Research On Key Account Management Of ZOOMLION Concrete Machinery Overseas Business Unit

Pareto Principle’s application in marketing practice tells that80%of sales revenue and profit comes from20%of key accounts of the company. How to attain and retain the key accounts, well combining the enterprise internal and external resources, key account management theories provides a theoretical guidance. Key account management is derived from the industrial products’maketing practice. Construction machinery, which is classified as capital goods in economics, belongs to typical industrial goods. Zoomlion, as one of the world’s biggest construction machinery manufacturing companies, have set up its branches and manufacturing facilities around the globe. In January2009, Zoomlion established its concrete machinery overseas business unit, to cover the sales of the group’s concrete machinery. As the sales revenue and key account population grows steadily, key account management has become a key measure to the continous development of the business unit next.Based on the analysis of the status quo of Zoomlion concrete machinery oversea business unit, the essay elaborates the strategic significance and target of key account management, and introduces two major domestic benchmark players’key account management practices. With the use of PEST and SWOT analysis tools, the dissertation finds the overseas business unit’s own strengths and weaknesses. Based on the theoretical support of strategic marketing, relationship marketing, CRM and key account management the dissertaion provides a key account management improvement model for Zoomlion concrete machinery overseas business unit.The key account management model studied not only gives a solution to the sustainable development, management innovation and marketing channel expansion of Zoomlion concrete machinery overseas business unit, but also provides a reference solution to the construction machinery industry and other industry’s overseas key account management.