Research On Key Account Marketing Strategy Of Paotong Company

The sanitation construction machinery industry is a later one in our country according to the market operating mode, but its market competition consciousness is stronger. At present, as the competition between enterprises sanitation engineering machinery sales are growing intensely, industry profit rapidly to the smallest part. Most sanitation engineering machinery sales enterprise management mode and ability can not be timely and response effectively to the trouble of the market changes, so the low-level malignant competition is coming such as heavy discounting, the decrease of the quality of the products, the enterprise sales decline, costs have risen sharply, and a sharp decline in profits.Dao Tong Company is a sanitation engineering machinery sales agent company which set-up time is late, but it has a rich resources in the construction machinery market. Dao Tong Company is hard to build its competitive advantage in the current increasingly fierce competition in the market in the process of competition, due to the lack of effective Key Account sales strategy.This study analyzes the Key Account theory, Relationship Marketing theory, Customer Relationship Management theory and the Customer Lifetime Value theory, through the analysis of marketing environment, put forward the way companies participate in the competition of construction machinery industry, starting from the accurate market positioning, sales agent based on the construction machinery industry enterprises to carry out effective Key Account marketing model innovation, access to the company for Key Account marketing strategy research and discussion, guidance and practice of its sales agents play an important role, combined with the key customer marketing theory, through analyzing the characteristic of Key Account and buying power analysis, strengthen its SWOT analysis, improve the market competitiveness of the company.As sanitation engineering machinery sales agents, the company shall, according to the development of industry, strengthen the key customer segmentation and recognition strategy, and establish the suitable way through the development of the company based on the competition oriented pricing strategy, sales channel strategy based on one-to-one marketing and sales promotion strategy based on customer value proposition, with a view to expanding Key Account market share. Aim at the company shall, according to the Key Account marketing strategy, this article from the management to the Key Account marketing strategy research, combined with the actual development needs and requirements of the theory of the Key Account marketing, established a perfect Key Account marketing organization system, customer management mode, the marketing performance of the system, and analyzes the marketing risk, the practical control measures are put forward, to more effectively promote the way through the company’s Key Account marketing strategy, the implementation and effectiveness to improve their overall business performance, to establish the firm dominance in the industry of construction machinery sales agents. At the end of the paper summarizes the full text, and indicate the subsequent practice research direction.