Research On Optimization Of The Key Account Management Of M Forklift Manufacturing Company

The rapid development of science,technology and economy had stimulated the continued optimization and upgrading of electricity providers and logistics industry.At the same time,China's forklift manufacturing industry was also keeping rapid development.Not only the scale had expanded rapidly,but also the variety of product had been continuously enriched,the performance of product is more superior and the quality of service is also significantly improved.Forklift truck has become the second largest construction machinery products in China after loader.With the further development of economic globalization and the arrival of the new economy of China,the manufacturing enterprises are facing more opportunities and challenges.The competition of forklift industry in China had reached the fierce stage.So the essence of market competition is the competition of the customer.The customer is the cornerstone of the enterprise to survive and develop.The existing data show that key accounts are the important sources of revenue and profits of forklift manufacturing enterprises.Therefore,it is urgent to improve the management level of key customers,establish and maintain good customer relationship.In this paper the customer management status of M company was analysised.With the analysis we teased out his advantages and disadvantages in key account management,found out the problems in the process of key account management of M forklift manufacturing company and the key factors affecting the stability of its customer relationship.Meanwhile,the causes of the problems were also analysised combined with internal and external environment.On the basis of the theory of customer relationship management and key account management the corresponding countermeasures were put forward and the optimized program of key account management were developed.The perfection of the identification mechanism of key account will help to identify the key account effectively and build a reasonable customer structure so as to carry out staged management.Organizational strategy emphasized the optimization and integration of the existing organizational structure to establish a professional team of key account management,which responded quickly to key customer requirements and improve the execution of key account management.The strategy of value orientation expanded the value space of key account,create more delivered value and help to improve the overall satisfaction and loyalty of key account.This paper also discusses the specific implementing guarantee of implementation of the optimized program of key account management,strive to help M forklift manufacturing company to improve the key account management and customer satisfaction.Through this research combining the theory of key account management with enterprise practice will help M company to optimize customer relationship and improve customer satisfaction in order to achieve long-term development of the company under the new normal of economy.