Research On Key Account Marketing Strategy Of HS Company

As the most close to people's daily life,domestic ceramics hav e maintained a steady growth trend in recent years.China has beco me the largest producer and exporter of domestic ceramics in the w orld.As a subdivision product of daily-use ceramics,glazed stonew are has the characteristics of fashion personality,environmental prot ection,health,practical and practical.It is attracting more and more attention and favor from foreign consumers.It can be predicted th at the demand for glazed stoneware will further increase in the futu re.HS company is located in Liling,Hunan,which is the main pro ducing area of domestic ceramics in China.It is a small export-orie nted ceramics enterprise mainly producing low-temperature and envir onmental-friendly glaze stoneware.Although in recent years,the co mpany has been carrying out the "one belt and one way" constructi on in Liling,and vigorously promoted environmental protection and the rapid development of the ceramic industry supported by the go vernment of the city of Liling.However,due to the large number of daily porcelain manufacturers in China,the serious homogenizati on of products,the lack of technological innovation capability,the s hortage of marketing personnel and the lagging of marketing metho ds,HS company is facing many problems.Greater market shocks and challenges.Therefore,how to do a good job in marketing,espe cially the implementation of marketing strategy with key accounts a s the core,so as to obtain greater market share and sales profits,is crucial for the long-term development of HS company.Based on the in-depth analysis of the current situation and pro blems of HS company's key customers' marketing,this paper uses S WOT analysis method to find out the practical marketing strategy o f HS company.On this basis,it accurately locates the target key ac counts through STP theory,and finally puts forward effective marke ting strategies and safeguard measures.This paper hopes to help H S company improve the overall marketing level,develop more key accounts and achieve greater profits through research,and play a ce rtain role in the implementation of marketing strategy for other simi lar small and medium-sized export domestic porcelain enterprises.