The Research Of Modern Trade Key Account Management In FMCG

The modern trade retailer such as Wal-Mart, Carrefour and Metro has become the key customers in the fast moving consumer goods manufactory (FMCGM), and deeply influence on all of the manufactory, including the distribution system, brand build, organization construction and supply chain, and so on. Modern trade key customers bring lots of sales turnover, while they request the manufactory to support premium goods, more investment in store and best service, and so on.By the fast development of the Modern trade Key retailers, FMCGM how to cooperate with the key customers to win in the fierce competition? This thesis focuses on FMCGM how to manage the key customers and takes BDF company case as an example. In terms of key customers’theory research resources, this article wants to find a solution for FMCGM.This thesis has six chapters. The first chapter is the outline. It introduces the background and meaning of research, the research way, the structure of the thesis at the first chapter. Then it does the review and summary for the relative theories at the second chapter. At the third part, the author emphasizes to introduce the current existing marketing operation about the key account management of BDF company and the necessary of strengthen the key account management. For the fourth part it gives the case about how BDF to do the key account management. The fifth chapter gives the solution for the key customer management, and last chapter is about the summery of the thesis and next challenge for FMCGM. The innovation of the thesis is that it integrate the practice and theories to research the FMCGM how to do the key account management, provide the key account relationship driving model, the key account management mode. It hopes the result of the research will be benefit to the marketing activity of the FMCGM in China.