The Relationship Between Marketing Strategy And Key Account Strategy

< p > big customers (also known as key customers, national customers, global customers or housekeeping customers) have three meanings. One is that customers have a large scope. Customers include not only ordinary consumers, but also distributors, distributors, wholesalers and agents of enterprises. Second, the value of customers is large, and the profits of different customers are very different from that of enterprises. 20% of the big customers contribute 80% of the profits of enterprises. Therefore, enterprises must attach great importance to high value customers and customers with high value potential.

Third, the influence of customers on the marketing strategy of enterprises is significant. The marketing strategy of large customers directly determines the success of the overall marketing strategy, and determines the long-term and stability of the marketing strategy of enterprises.

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< p > < < a href= > //www.sjfzxm.com/pioneer/ > > big client < /a > in the marketing strategy of big customers refers to the latter, which refers to the customers who use large quantities of products or special units in the area under the jurisdiction of the company, including large economic customers, important customers, group customers and strategic customers.

Among them, economic large customers refer to customers who use large quantities of products and have high usage frequency.

Important customers refer to customers who satisfy the important departments of the party, government, army, public security, culture, education, health and news.

Group customers refer to customers who have close ties with the enterprises in the industrial chain or value chain and use the products of their enterprises.

Strategic customers refer to customers who have potential for development and become competitors through market research, prediction and analysis.

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< p > the key account marketing strategy is based on the big market and serving the big customers. Through the customized "a href=" //www.sjfzxm.com/pioneer/ "customer solution" /a "and perfect service, the interactive platform is used to provide a fast and convenient green channel for the key customers. The purpose of the big customer service is to provide priority, quality and preferential three excellent services for the key customers in accordance with the principle of quality, efficiency and convenience. The service scope includes providing consultation, publicity, acceptance and maintenance to the key customers.

It is a bridge between the company and its key customers to provide services to key customers and provide customers with internal customers.

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< p > according to the theory of American Marketing scholar rekhather and SAR, if a company reduces its customer churn rate by 5%, its profit will increase by 25% to 85%.

The strategy of big customer marketing is to improve customer loyalty and satisfaction. There are two ways to retain customers: one is to set up high conversion barriers.

For example, in the telecommunications industry, if customers turn to other operators' products, they will lose a special discount and high quality network service originally provided for old customers.

The two is to provide high customer satisfaction and customer delivered value.

This is the fundamental way to keep customers.

If competitors simply use low price or some cheap promotion means, it is very difficult to win customers.

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< p > < strong > high barriers to pformation provide high customer satisfaction and customer delivered value < /strong > < /p >

< p > nowadays, no matter how large and complete the scale of an enterprise is, it is impossible to have all the resources and competitive advantages needed for market competition.

With the acceleration of world economic integration and the intensification of market competition, the world economy has entered the era of < a href= "//www.sjfzxm.com/pioneer/" > strategic alliance < /a >.

Therefore, we should actively cooperate with stakeholders such as government, information content providers, equipment manufacturers, agents and so on, to make bigger cakes and become strong and excellent enterprises, so as to enhance their competitiveness and resist market risks.

20% of the customers create 80% revenue and big customers make great contributions to the enterprise income. Therefore, establishing good relationship with key customers is an important means to ensure steady growth of business income and increase market share.

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< p > promote the marketing strategy of big customers, implement the customer manager system, provide differentiated services to customers, strategically attach importance to the importance of big customers to the development of enterprises, provide quality and satisfactory service to large customers in terms of product services, prices, service levels, etc., so as to meet the personalized and differentiated needs of large customers, so as to retain large customers.

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< p > big client strategy directly affects the marketing strategy of enterprises, and even the success or failure of the overall strategy of enterprises. The strategy of big customers is of great significance for the future development of enterprises.

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< p > > strong > IMSC: marketing strategy for major customers: Xerox's "one to one" implementation strategy < /strong > /p >

< p > Fuji Xerox is a familiar brand in the field of office equipment. Its status in high-end printing is like Lenovo in China's < a href= "//www.sjfzxm.com/pioneer/" > brand value < /a > no company will underestimate Fuji Xerox's products and technology.

In recent years, the rise of Fuji Xerox can be said to be faster than other competitors in all aspects. A very important factor is that the innovation of channel operation is directly related to the uniqueness of the implementation strategy of big customers.

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< p > If a company has several or more large customers, it may form a large customer management department to operate.

Medium sized businesses generally have 75 main customers, such as Xerox, which manage about 250 major customers.

Apart from key account representatives, Xerox also arranges a "centralized executive" for each big client, and "centralized executive" maintains close relationship with the head of the client company.

In a typical big customer management department, each big account manager manages 9 big customers on average, and the big account managers are responsible for reporting to the national sales manager. The national sales manager reports to the vice president of marketing and sales, who is responsible for reporting to the first executive officer.

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< p > with the increasingly fierce competition in the Chinese document market, Fuji has focused on < a href= "//www.sjfzxm.com/pioneer/" > enterprise customer < /a >, that is, to achieve 80% of its turnover through 20% of customers.

Now, Fuji Xerox's major customers include SIEMENS, Haier, Lenovo and so on. Fuji Xerox has proposed a comprehensive solution for key customers to help customers with centralized management.

According to Mr. Hetian, it is based on in-depth understanding of customer workflow and special needs to customize personalized solutions and provide value-added services for users.

For example, the digital document processing solution for telecom industry can not only complete the work of personalized customized telephone bill, but also provide users with personalized advertising solutions, effectively helping users expand new business space and profit growth point, and thus get the welcome of Shenzhen Telecom and other industry users.

Fuji Xerox's value-added services are reflected in other industries, such as finance, insurance, engineering and other industries, and it can be said that this purpose has penetrated into every aspect of its business operation.

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< p > according to the Research Report of IMSC, a very satisfied customer will buy 6 times as much as a satisfied customer, while 2/3's customers leave because the company's concern for customers is not enough.

In particular, identifying large customers and improving their satisfaction and loyalty with personalized service is the best way to grasp these customers.

Who can have a steady number of large customer teams and be able to compete with customers in customer service and management will win the competitive edge of the market in the end.

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