Research On Key Customer Relationship Management Of QH Company

Artificial turf industry,which is a new industry in China after the reform and opening up,has a weak development momentum and a small increase in average area.But with the promotion of the national health strategy raised by general secretary Xi Jinping,sports became a daily part of the unexpected winner.Artificial turf has become a dark horse in the industry.With the promotion of the Olympic Games and other large-scale events,and the improvement of the existing economic conditions,artificial turf has become a necessary product for watching entertainment and sports events.QH company is a lawn making enterprise.The company has its own production site and sales channels.The company has relatively few individual customers,accounting for 10% of the company's major customers,accounting for 90% of the company's production.Therefore,the quality of the relationship with major customers has become the fatal point of QH company.With the changes of the times,information transparency and timeliness are no longer obstacles,competition tends to be more complete,and the fate of key customers becomes the key to the competition and survival of enterprises.This year,the topic of health is more sensitive,and outdoor sports are indispensable,which will surely bring new market,new vitality and new challenges to QH company.Customer relationship management has become the key to the survival of the enterprise,and managing key customer relationship has become the magic weapon for QH company to win.The Author has been working in QH company for several years.As a sales manager,the Author get lots of research materials directly,which helps to lay a solid foundation for the article.Based on the combination of theory and practice,first of all,this paper summarizes the domestic and foreign research situation by using the theory of key customer management,customer relationship theory,customer relationship value and other theories for reference,and explores the current situation of key customer relationship management in artificial turf industry.Secondly,the macro environment of QH company is analyzed from four aspects of politics,economy,society and technology.The industry environment of QH company is analyzed from five aspects of competitors,suppliers,purchasers,new entrants and substitutes.The internal environment of QH company is analyzed from four aspects of development process,human resources,corporate culture and business status.Finally,the key customer management of QH company is concluded The status quo.Third,the problems in practice,such as the lack of accurate definition of the target customers,the concept of the relationship between the whole staff and key customers,the lack of key customer management system and service team,the single marketing strategy for key customers,the blindness of key customer service caused by the imperfect hardware and software equipment,the management mechanism of key customer loss and emergency response The absence of the case.Fourth,the paper puts forward improvement strategies,in terms of key customer standards and evaluation mechanism,corporate culture and philosophy,company system and team,key customer operation management,software and hardware facilities,development and management tools,etc.Finally,the paper improves key customer relationship management to strategic level,adjusts internal institutions,innovates management platform and uses new media to strengthen communication and other measures to ensure key customers Customer relationship,in order to improve QH company key customer management level of countermeasures and suggestions.With the help of in-depth analysis of the general problems in the turf industry where QH company is located,this paper expands from case study to industry practice,hoping to explore the value of key customer relationship management,which is of guiding significance for the company's decision-making in the future.