ABC Company LED Display Business Key Account Marketing Strategy Improvements Research

With the development of LED display technology,industry competition has intensified.As an LED display manufacture,due to lack of attention on the customer structure and key account development and management,ABC company has many issues on the marketing of customer developments.Given the above context,this thesis takes the key customer relationship management strategy of ABC Company as the object of research,the goal is to enhance the key marketing of customers,analyzes and studies the problems of the enterprise,and then gives the key accounts relationship management strategy.First of all,this thesis defines ABC Company’s key account,and also set different layers of key account.Meanwhile,this thesis also defines key account management,and through the investigation method of key accounts interviews,base on 4Rs theory of customer relationship,customer association,customer response and customer return to analyze of the problems existing in ABC Company’s key account management.Secondly,the foundations of PEST analysis tools,Porter’s five force model and SWOT analysis tools,the macro environment,the industry environment and the competitors that ABC Company faces are analyzed in depth,and at the same time,ABC Company’s own advantages and disadvantages were analyzed comprehensively.Thirdly,through improving key account marketing plan to enhance customer relationship,focusing on customer response based on service to enhance customer relationship,key account special marketing management to build customer relationship,and multi-party strategic cooperation to give users more returns and strengthen customer relationship.The strategic optimization plan of company’s key account marketing.In addition,it is proposed to guarantee the implementation of the optimization plan through human resource integration,the adjustment of training direction,the establishment of the concept of all key customers and the optimization system and service team as the implementation guarantee.In conclusion,this thesis shows that through leveraging key account relationship management,ABC Company may have more cooperation opportunities with major customers in various sub-sectors,thereby increasing ABC Company’s share in the LED display market.By improving the relationship between ABC Company and major customers in the industry,it will help ABC Company’s products and services to better meet the demand of mainstream customers in the industry,and it will also help enhance ABC Company’s industry awareness and brand effect in different market segments.Bring more business opportunities.