华为大客户价值营销案例研究

Research on Huawei's key account value marketing case

企业为大客户持续创造价值的能力是与伙伴关系建立的关键。文章以华为公司作为案例研究对象,总结提炼出大客户价值营销的三步曲:价值识别,价值选择,价值提供。华为将有限的资源集中于解决目标大客户的需求,通过技术与市场的有效对接,成功地将技术优势转化为市场优势。

The key to establish partnership is the ability of the enterprise to create value continuously for the key account. Taking Huawei Corporation as the case research object, this paper summarizes the trilogy of key account value marketing： value recognition, value choice and value providing. Huawei concentrates the limited resources on the needs of key account. By the effective connection of technology and market, it transforms technology superiority to market superiority successfully,