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 reactwiththe 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 ofnationaldefense, 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 2015global production will reach 2.5 million tons; The Status of epoxy resin industry has learned from the domesticmarket, 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 resincompound 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.
Good KAM is an effective means to seize enterprise KA. Account Management is to provide customers with qualityproducts and quality service, in order to meet their inpidual needs, so as to establish long-term, stable,efficient and harmonious cooperation between KAs.
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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, whilespecial epoxy resin manufacturers less, less than 10, and most did not realize the scale of production, epoxyresin 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 thefuture under the dual pressures of national policies and market competition, epoxy resin industry will havemostof the closure of small and micro enterprises are facing difficulties, the elimination of backward productioncapacity, 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 concentrationfurther 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 LeonardL Berry, Texas A & M University in 1983, in a report in the American Marketing Association'searliest relationship marketing has made the following definition: "Relationship Marketing It is to attract, maintainand 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 onattracting, 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 thatthe 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 isseen 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.
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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. Itstressed 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 effectivemarketing 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; hetook4R 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 businessand 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 anddissatisfaction of customers and their evolution may occur whileestablishing a rapid response mechanism torespond quickly to market changes; should establish long-term and stable friendship between enterprises andcustomers, 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
Chapter Ⅴ Suggestions................. 48
5.1 Build KA Relationship Marketing Environment ....... 50
5.1.1 Establish System Environment .................. 50
Chapter Ⅴ Suggestions
5.1 Build KA Relationship Marketing Environment
Hu Yong pointed out, KAM is not a short-term driving force of sales, its core is to build relationships, but this takes time. For this reason, KAM should not be seen as a marketing plan, and a plan should be viewed as a whole andrelated company, emphasizing the common goals and interests of customer partnerships. In a nutshell, KAM is to establish long-term to maintain good customer relations.
To this end, HAM may establish specialized KA service team, team members complement each other andpromote each other, have the ability to perform cross-functional departments, to establish convenient and effective linkages with KAs, to ensure that KAs to provide timely and thoughtful services.
5.1.1 Establish System Environment
Account management is a systematic project, involving business philosophy, business strategy change, related to the various departments of enterprises, all aspects of the business process, requiring enterprises to establish technical means for timely information exchange and information processing, and therefore , HAM should establish KA relationship marketing to match customer-centric system more flexible organizational structure, resources devoted to aspects of the organization to best meet customer needs, and to implement the evaluation system, salarysystem,incentive regime customer-centric thinking. Manufacturing sector make a good quality. HR staff to train high-quality level of service completed. Sales department, finance department, the transport sector should becustomer-focused organization. BusinessKA management lacks systematic and normative. Build 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 corporatecustomers 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 toretain 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 andinfluence in corporate customers, HAM should be KA-centric, to take the project team or form a team to provideadded value to KAs, personalized, increase KA satisfaction and loyalty, cultivating good KA relations to enhancemarketing 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 fortraditional industrial production enterprises to implement KAM analysis and customer sales share fell proposedstrategies to deal with the problem: Build Customer Relationship Management Environment improve the level ofcorporate information and conduct detailed market research and KA market segments, continuous improvementand 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.
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