A Research On Optimization Scheme Of Key Account Management In FedEx Express (China)

Express industry is one of the fastest growing industries in recent years,but also encountered problems including the low level of development and the absence of account management.Thus establishing and improving account management is essential and critical for the healthy development of the express industry.The paper utilized the theory of customer relationship management,customer value segmentation and key account management together with qualitative case study method.From the analytical perspective of customer value and taking FedEx Express(China)as research objective,this paper analyzes the three major problems of FedEx Express(China)account management.Major findings are customer value is not fully indentified due to incomplete key account management,customer overall value is difficult to excavate due to limited product portfolio and the value of customer growth is ignored due to lack of long-term strategy.Thus the paper proposed the optimization solutions of customer value as core,customer needs oriented and win-win value as the goal.Utilizing customer value as core,it is critical to clearly define criteria of key account and to manage account classification as well as allocate resources.Orienting by customer needs to develop overall value of key account,the goal is to achieve the win-win of each value,creating value for customer and realizing value of enterprise,to build the strategic cooperative partner.In order to ensure the implementation of the optimization scheme,this paper puts forward the guarantee system from the perspective of strategic,institutional and organizational.