A Research On Key Account Marketing Strategy Of Electric Power Supply System Of TH Company

TH company is committed to the power electronic technology innovation, with highfrequency switching power supply and related electronic products research anddevelopment, production, sales and service in one, providing customers with system energysolutions of high-tech enterprises, products involved in electric power, high speed trains,metallurgy, military industry, shipbuilding, radio and television, the emergency powersupply, electric vehicle in power stations and car power and other fields. With theemergence of many enterprises in the competition and market gradually saturated, thedifficulty of the high frequency switch power supply, marketing is more and more big, atthe same time lead to TH company business growth is slow. In response to this situation,TH company timely change strategy, in an effort to maintain the high frequency switchpower supply, on the basis of market share, increase the electric power supply system andforeign market development.TH company is existing more than800customers, each customer a year on averageonly tens of contribution, at the same time, these customers will occupy70%of THcompany’s marketing team manpower input and low efficiency. Shandong lunengintelligence technology co., LTD.(hereinafter referred to as: shandong luneng), in2012thefamily contribution to TH sales alone accounted for about12%of the total annual operatingrevenue, TH company top managers seem to get the revelation, in2013started to workfrom the marketing center based on past data screening out some big customer list, andtransferred backbone marketers alone these big customer service, trying to get more ordersfrom big customers.Although, TH company aware of the importance of the big customer focus onmarketing and the necessity of developing the new product line, but there is no system,standardized marketing strategy for guidance. So the author tried to pass through theliterature research to the traditional marketing theory, the theory of relationship marketing,big customer marketing theory to carry on the deep study and research; Cooperationaccording to the previous data and customer resource situation of TH company bigcustomers are defined, and combining with large customer relationship development modelfor large customer classification; Through the method of case analysis of TH company inmarketing, carries on the comprehensive analysis of the current situation of shandongluneng, for example by using the theory of4p in the big customer marketing seriously summarized experience. TH company through SWOT analysis in electric power systems,such as internal and external environment, the advantages and disadvantages, combinedwith the above conclusion is suitable for TH big clients of all kinds of customers in thesafeguard measures in the process of marketing strategy and implementation strategy.