Research On Key Account Marketing Strategy Of Getrag(Jiangxi)

As the development of China’s market economy and the process of urbanization,the automobile industry has developed rapidly for a long time.Along with the maturity of the automobile market and the aggravation of competition,China’s automobile market has changed from the original high-speed growth to the negative growth in 2018,which affects the automobile parts industry.In order to compete for limited market share,it is particularly important for parts enterprises to optimize marketing strategies to cope with the current and future market trends.The transmission market business of Getrag(Jiangxi)is also declining with the decline of macro automobile market.How to maintain the stable market share to maintain its market competitiveness is the current and future challenges for Getrag(Jiangxi).This paper first describes the background and significance of key customer marketing research,and reviews the domestic and foreign scholars’ key account marketing strategy research theory;secondly,it introduces the related concepts and theories of key customer marketing;thirdly,it introduces the current situation of key customer marketing development of Getarag(Jiangxi),combined with the existing key customer marketing strategy cases of Getrag(Jiangxi),with the help of the analysis tools of 4E industrial products marketing theory,4R service marketing theory,4V differentiated marketing theory and digital marketing theory,this paper comprehensively analyzes the problems of Getrag(Jiangxi)in four main aspects: key customer marketing mode,key customer service organization structure,customer relationship management and project management,and finally gives corresponding optimization measures for the problems existing in Getrag’s key customer marketing.In this paper,through the research of key account marketing of Getrag(Jiangxi),it is helpful for Getrag(Jiangxi)to adjust and formulate a more reasonable key account marketing strategy,so as to better deal with the current and future more fierce market competition.At the same time,it can also provide reference for similar transmission enterprises in formulating marketing strategies,which is conducive to the benign development of domestic transmission parts industry.