基于大客户营销的工业品营销策略研究

A Study on Industrial Product Marketing Strategies Targeting on Key Accounts

管理大客户就是管理企业的未来。工业品行业中大客户管理工作的好坏将严重制约着工业品企业的市场地位和未来发展。工业品营销中通过大客户营销战略的实施,与大客户形成良好的协作关系,必须树立以大客户为中心的营销理念,有针对性地开展系列营销活动,从整个价值链条上获取最大价值,从而使企业在竞争激烈的市场环境中获得持续稳定的发展。对大客户的营销策略,可以通过四个阶段来实现,即通过详细划分定位、防守、进攻和寻找阶段,对大客户营销过程展开深入细致的分析,并在此基础上构建PDAF循环图,引导企业进入一个良性循环轨道,提升企业核心竞争力,从而实现较高的市场占有空间。

Managing key accounts means managing a company＇s future. In industrial product industry, key account management greatly influences the market position and future of an industrial product business. By means of marketing strategies, to set up good coordination with key accounts demands marketing ideas focusing on the key accounts and targeted marketing activities, which could help an enterprise obtain the maximum value from the whole value chain and sustained and steady development in a market of fierce competition. The mar- keting strategies may go through four stages： to position, defend, attack and find. In detail, we need to draw a PDAF circle diagram based on a thorough analysis on the key account marketing process to lead a company into a virtuous cycle, so as to promote the core competitive- ness and the market occupation rate.