HAM 公司大客户满意度下降的原因与对策研究

ChapterⅠ Introduction

1.1 Background

Epoxy  resins  are  generally  refers  to  organic  molecules  containing  two  or  more epoxy  groups,  except  for  a  few, but  they  are  not  high  relative  molecular  mass.  The molecular structure of epoxy resin based on molecular chain containing epoxy groups for lively characteristics of epoxy groups may be located at the end of the molecular chain, in the middle or into a ring structure. Since the molecular structure contains a lively  epoxy  groups,  so  that  they  can  react with the  cross-linking  various  types  of curing  agents  to  form  insoluble  polymer  having  three  to  mesh  structure. Molecular structure of a polymer compound containing epoxy groups collectively referred to as an epoxy resin. The cured epoxy resin has excellent physical and chemical properties, its surface of the metal and non-metallic materials having excellent adhesion strength, good  dielectric  properties,  variable  set  small  shrinkage,  good  dimensional  stability, high hardness, Flexibility is good, and most of the solvent on a stable base, which is widely  used  in  various  sectors  of national defense,  national  economy,  for  pouring, dipping, laminating materials, adhesives, coatings and other purposes.

According  to  statistics,  in  2013  global  production  reached  2.3  million  tons  of epoxy  resin,  epoxy  resin  2015 global  production  will  reach  2.5  million  tons;  The Status  of  epoxy  resin  industry  has  learned  from  the  domestic market,  China's consumption of epoxy resin more than 40 percent of global consumption. China has become the world's largest consumer market in the epoxy resin. It is predicted that the next  few  years,  China's  demand  for  epoxy  resin compound  annual  growth  rate  can reach 10% in 2015 demand will reach 1.3 million tons, accounting  for over 50% of the global epoxy consumer market.

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1.2 Purposes and Significance

According to the Chinese report released hall 2014--2018 China's Epoxy Resin Industry Development Forecast Report shows that the current domestic production of epoxy resin enterprises have more than 100 small average size of 100,000 tons above the  level  of  enterprises  have  four,  50,000  tons  enterprise  level  and  above  have  12, while special  epoxy  resin  manufacturers  less,  less  than  10,  and  most  did  not  realize the  scale  of  production,  epoxy resin  production  enterprises  bigger  and  stronger difficult, mainly because of the high pollution cost, small companies cannot develop in a short time. "Twelve Five" period, the national cleaner production in an important position  in  the future  under  the  dual  pressures  of  national  policies  and  market competition,  epoxy  resin  industry  will  have most of  the  closure  of  small  and  micro enterprises  are  facing  difficulties,  the  elimination  of  backward  production capacity, increase Industry concentration is the future trend of epoxy resin industry.

Faced with domestic economic growth decline, investment and exports decline, weak demand, overcapacity serious, traditional manufacturing industry has ushered in a  survival  of  the  fittest  reshuffle  action,  industry  concentration further  increased  the importance  of  KA  sales  is  growing.  In  this  context,  traditional  manufacturing companies need to adopt measures to improve the loyalty of KAs, reduce the loss of KAs. This paper analyzes HAM KA sales and market share decline was due to take appropriate measures with a large customer management theory, the ultimate goal is to solve the traditional industries and enterprises for sustainable development, as well as how to improve the competitiveness of enterprises to provide a reference for other companies. 

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Chapter  Ⅱ  Literature Review

2.1 Core Concept

2.1.1 Relationship Marketing

Professor Leonard ? L ? Berry, Texas A & M University in 1983, in a report in the American  Marketing  Association's earliest  relationship  marketing  has  made  the following  definition:  "Relationship  Marketing  It  is  to  attract,  maintain and  enhance customer  relationships,  "in  1996  and  give  a  more  comprehensive  definition." Relationship marketing is to identify in order to meet business goals and stakeholders carried out to establish, maintain and promote relations with consumers’ procedure, if necessary,  terminate  the  relationship  only  through  exchange  and  commitment  to achieve.  "Industrial marketing specialist Barbara ? B ? Jackson (1985) described as "relationship  marketing  focus  on attracting,  developing  and  retaining  customer relationships." from the relationship marketing industry marketing. Morgan and Hunt (1994) understand the relationship marketing from the economic and social exchange differences  that the  relationship  marketing  "is  intended  to  establish,  develop  and maintain  relations  campaigns  exchange." Gummesson  (1990)  from  the  competitive network  is  defined  relationship  marketing,  believes  that  "the  market  is seen  as relationship marketing on relationship, interaction with the network."

2.1.2 Customer Relationship Management

CRM is defined: corporate use appropriate information technology  and  internet technology  to coordinate the interaction between enterprises and customers in sales, marketing and services, so as to enhance their management, to provide customers with innovative personalized customer interaction processes and services. Its ultimate goal is to attract new customers, will retain old customers and existing customers into loyal customers.

2.1.3 Key Account Marketing

Key  account  marketing,  in  a  nutshell  is  a  series  of  KAs  marketing  mix.  Key accounts are with respect to general consumers, mainly channel or corporate clients, for  enterprises  which  create  more  profits,  need  specialized implement  marketing strategies for KAs. Key accounts include several aspects of meaning. Firstly, KAs are corporate customers in a handful of leading customers, they create business profit of the  current  and  future;  secondly,  KA should  be  a  potential  source  of  corporate business development; thirdly, KAs are those customers should achieve sales targets business  plays  a  vital  role;  fourthly,  in  defining  large  customers,  it  is  necessary  to focus  on  now, also  concerned  about  the  future,  both  are  equally  important.  From purchasing  body  is  concerned,  the  main large  customers  purchasing  either  from  the structure, the procurement process, procurement roles, or staff relations are complex organizational;  from  the  procurement  scale,  mainly  for  KAs  often  high  technical content,  professional and  very  strong  or  purchase  a  large  quantity  of  goods,  their purchasing  decisions  influenced  by  the  price  of relatively  small;  from  procurement, large  customers  tend  to  buy  relatively  low  frequency,  purchase  goods mostly belonging  to  a  single  species,  quantity;  from  the  enterprise  to  KAs  select  the marketing.

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2.2 Base Theory

2.2.1 Transition among 4Ps-4Cs-4Rs

Professor  McCarthy,  American  Marketing  scholars  made  famous  4P  marketing mix strategies, namely Product, Price, Place and Promotion in 1960’s. After long-term development, it has appeared 6P, 10P, but the core is still the 4Ps.

4C theory was advanced by the American Marketing expert Professor Peng Laut made in 1990; it is consumer demand, re-set the four basic elements of the marketing mix:  the  Consumer,  Cost,  Convenience  and  Communication.  It stressed  that companies  should  put  pursuit  customer  satisfaction  in  the  first  place,  followed  by efforts to reduce customer acquisition cost, then the customer should be fully aware of buying process convenience, and not from a business to determine the sales channel strategy,  finally  it  should  also  be  consumer-centric  implement  effective marketing communication. Compared with the product-oriented theory 4P, 4C theory have made great progress and development, it attaches to customer-oriented to pursuit customer satisfaction as the goal, which is actually more of today's consumers in the marketing initiative in the market for Habitat business imperative.

At the beginning of the 21st century, "4R Marketing" author Elliot Berg ? Aydin proposed  4R  marketing  theory;  he took 4R  theory  of  relationship  marketing  as  the core, focusing on  establishing customer loyalty.  It describes the four new marketing mix  elements:  the  Relativity,  Reaction,  Relation  and  Retribution.  4R  theory emphasizes  the  business and  customers  in  a  dynamic  market  changes  in  long-term interactive relationship should be established in order to prevent customers loss, has won a long-term and stable market; secondly, in the face of rapidly changing customer needs, enterprises should learn to listen to customer feedback, timely search, find and tap  the  desire  and dissatisfaction  of  customers  and  their  evolution  may  occur  while establishing  a  rapid  response  mechanism  to respond  quickly  to  market  changes; should  establish  long-term  and  stable  friendship  between  enterprises  and customers, from sales into realization responsibility and commitment to customers, customers to buy again and to maintain customer loyalty; enterprises should pursue market returns and market returns as enterprises to further develop and maintain a relationship with the market and a source of power.

2.2.2 Relationship Marketing Theory

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Chapter  Ⅲ  Case Description .................... 27

3.1 Background Introduction of HAM ............... 27

3.1.1 HAM Profile ............... 27

3.1.2 HAM KA Market Situation .................. 28

Chapter  Ⅳ  Case Analysis ....................... 33

4.1 Analysis of 4Rs Marketing Theory Application in HAM .......... 33

4.1.1 Relevance ................ 33

4.1.2 Reaction ................ 34

4.1.3 Relationship ................ 35

Chapter  Ⅴ  Suggestions........................... 48

5.1 Build KA Relationship Marketing Environment .......... 50

5.1.1 Establish System Environment ................... 50

5.1.2 Training and Cultural Environment .................. 51

5.1.3 Business Process Reengineering ..................... 51

Chapter Ⅴ Suggestions

Principle of KAM:

1. HAM business strategies related to the future direction of development path and  development  operations.  As  the environment  changes,  HAM  business  strategy should  also  be  an  ongoing  process  of  innovation.  HAM  take  a customer-centric business  strategy  is  the  need  for  market  development.  It  identifies  the  HAM  by establishing long-term stable and win-win relationship with our customers, not only to meet customer needs to embark on a HAM and make more competitive development. Under  this  business  strategy,  HAM  and  customers  form  a  community  of interests, HAM structure adjustment and resource allocation is to meet customer needs as the goal, HAM on the values, beliefs and codes of conduct should also form a customer service  center  awareness,  and  put  it  as  part  of corporate culture  in  the  business objectives  of  the  customer  satisfaction  as  one  of  the  criteria  to  judge  the  work. Business  strategy  is  to  develop  business  executives  conducted  for  enterprise development plan totality, so senior managers should first establish this philosophy.

2.  Organizational  change  is  to  protect  the  strategic  change.  KA  requirements bring  the  company's  organizational design  issues.  As  Kempeners  and  van  der  Hart (1999)  pointed  out:  "KAM  organizational  structure  is  the  most interesting  and  most controversial part." Internal organizational structure often hinder coordinated account management,  such  as  the  dispersion  of  product  distribution  or  Independence  high local  sales  organization  to serve  the  same  customer  time.  Moreover,  to  provide services for KAs cannot be done alone by the sales department, but other departments need  to  participate  in.  HAM  should  establish  a  customer-centric  organizational structure more flexible system, the organizational resources into aspects can best meet the  needs  of  customers,  and implementing  customer-centric  thinking  in  the examination  system,  pay  system,  incentives  regime.  Manufacturing sector  make  a good  quality.  HR  staff  to  train  high-quality  level  of  service  completed.  Sales department,  finance department,  the  transport  sector  should  be  customer-focused organization.  HAM  manages  major  customers’ lack of  systematic  and  normative. Build a KAM unit, and give it certain rights assessment, scheduling rights will help to improve the management of KA confusion.

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Chapter  Ⅵ  Conclusions and Prospect

6.1Conclusions

Conduct eight law 20% of KAs made 80 percent of sales. In a customer-oriented marketing  era,  KAs  are  corporate customers  strategic  and  KAM  is  the  focus  of customer relationship management. Enterprise KAM is the focus on KAs on the basis of positive strategic coordination activities within the enterprise expanded outside its core  is  now  to retain  KAs,  providing  products  and  services  with  KAs  to  maintain long-term conduct relations on the basis of marketing activities to achieve corporate marketing  objectives.  Because  KA  had  a  high  customer  value  and influence  in corporate customers, HAM should be KA-centric, to take the project team or form a team  to  provide added  value  to  KAs,  personalized,  increase  KA  satisfaction  and loyalty,  cultivating  good  KA  relations  to  enhance marketing  efficiency  and effectiveness of marketing strategies by KAs.

In this paper, the author takes HAM as a case, studies HAM company to explore KA  churn  problem,  the  need  for traditional  industrial  production  enterprises  to implement  KAM  analysis  and  customer  sales  share  fell  proposed strategies  to  deal with  the  problem:  Build  Customer  Relationship  Management  Environment  improve the  level  of corporate  information  and  conduct  detailed  market  research  and  KA market  segments,  continuous  improvement and  KA  relations.  Steps  proposed countermeasures  KA  development  and  account  management  to  be  taken, study  the practical  problems  that  occur  during  kAM  and  resolution  in  terms  of  policy recommendations.

reference(omitted)