Research On Key Account Management Developing Strategy Under The Background Of Globalization

MT Company is one of the world's leading weighing and laboratory instruments equipment suppliers, owning a history of one hundred years. After entering the 21st century, globalization trend is speeding up, the competition is intensifying, and product homogeneity phenomenon is very normal in the weighing and laboratory instruments equipment market. Under the background of globalization, all companies have no safety position now. The company marketing strategy's formulation and implementation should take all factors into consideration. Information transparency makes it difficult for company to maintain the customer relationship and keep a competitive position. Means of production and labor costs rising, prompting enterprises had to improve efficiency to achieve the purpose of lowering the cost of a product or service on the general. Competitors are also constantly growing, more and more aggressive. The change of external environment leads to MT Company's annual sales, customer satisfaction and market share fell.Key account management research began in the 1960 s, after nearly 60 years of theoretical research and practical inspection, prove that the implement of key account management can really benefits for the more effective customer relationship maintenance, and guard against a competitor's attack. And at the same time, it can also support sales performance upgrading and meet customer and company a win-win result. Key account management can help enterprises to retain old customers, develop new customers and has the advantage against competitor's penetration.This article attempts to tease out key account management theory and practice under the background of globalization development, combining the reality of MT Company, choose effective key account management theory, design a set of effective customer management methods. Analyze the issues MT meet and find out MT Company's key account management method and then discuss detailed implementation rules in MT Company, is the research emphasis in this article. This article has practical and guiding significance.