大客户选择:战略框架与组合矩阵

大客户是指对企业在长期发展和利润贡献上有着重要意义的客户,与大客户建立长期关系是在激烈的市场竞争中立于不败之地的关键。选择好目标大客户是大客户管理成功的第一步,文章在厘清大客户和大客户管理内涵的基础上,重点探讨大客户选择的评估标准、战略框架与组合策略

How to Choose Key Accounts: Strategic Frame and Combination Tactics

Key accounts refer to those consumers who contribute a lot to the long-term development and profit growth of an enterprise.Establishing long-term relationship with key accounts is crucial for enterprises to win in sharp competition.Choosing right key accounts is the first step for the success to key account management.The paper makes a study of evaluation standards,strategic frame and combination tactics of key accounts.