Research On Key Customer Marketing Strategy Of Ningxia CA Government Software Company

With the acceleration of the construction of national government information project and the rapid growth of government software market,government software enterprises will face a new round of market development opportunities.Ningxia CA government affairs software company(hereinafter referred to as "CA company")is a leading enterprise in Ningxia software industry.It has accumulated a large number of customer resources and is representative in Ningxia software industry.With the continuous expansion of the company’s scale,the quality and quantity of products and services required by key customers are higher and higher.CA company has a large number of key customers,which is very important for the development of CA company.Therefore,formulating a more systematic and scientific key customer marketing strategy can help the company survive and develop in the fierce competition.After studying the related theories of key account marketing and customer satisfaction at home and abroad,this paper uses the method of combining theory with practice to sort out the development,organizational structure,key account composition and product service of CA company,and uses pest,Porter five forces and SWOT methods to analyze the internal and external environment of the company,so as to accurately position the company.Then it analyzes the current situation of CA company’s key account management,obtains the existing problems of CA company’s key account marketing strategy through the questionnaire survey of key account "satisfaction",and analyzes the causes of the problems.Based on the analysis of the characteristics of e-government software industry,this paper puts forward four strategies:the establishment of key customer classification identification system,the construction of key customer information management system,the improvement of key customer satisfaction strategy and the marketing strategy based on key customer satisfaction.Finally,the paper puts forward specific measures to ensure the smooth implementation of key customer marketing strategy.Help CA company maintain key customers,improve customer satisfaction and loyalty,and maintain market share.