Research On Zhuzhou-jiacheng Company Key Customer Marketing Strategy

With the development of industrial technology and management,China’s equipment manufacturing industry with its subsidiaries become an important part of the national economy, and also occupy a larger share of the global equipment manufacturing industry. Although our equipment manufacturing industry with some advantages, such as, a large amount and broad range, some supply electronics, automation and other key components are still dependent on imports or foreign manufacturers,resulting in the equipment manufacturing industry as a whole less competitive, thus, enhancing the competitiveness of parts manufacturers become one of the important strategy in current and future development of China’s equipment manufacturing industry. In this paper, supply and rail transportation equipment, construction machinery parts Zhuzhou Jiacheng Technology Limited( hereinafter referred to as Zhuzhou Jiacheng), for example, describes the current component manufacturers in distress and marketing strategies facing the growth stage, to promote the parts manufacturing providers to improve the competitiveness and implementation of marketing, breaking the current predicament.In this paper, the process of researching has combined the marketing,customer relationship management to the urgent need to enhance the development of equipment manufacturing parts manufacturercompetitiveness as a starting point, Introduced in the growth stage of zhuzhou jiacheng business situation in the current stage, in this paper, the related industry situation zhuzhou jiacheng phase current internal and external marketing environment. Under the background, through the STP analysis take 4 p strategy, channel strategy and customer relationship management, and other three kinds of optimization strategy, three optimization strategies by Zhuzhou Jiacheng existing customer base segmentation, to develop models and to identify large customer resources, the establishment of large customer service department, the distinction between customer management way to develop the key account marketing project management plan to channel class large customer incentives and other ways to promote the implementation of large customer marketing strategy to enhance the competitiveness of Zhuzhou Jiacheng and the transition to a mature stage.