| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-19页 |
| Chapter 1 Introduction | 第19-22页 |
| 1.1 Research Background | 第19-20页 |
| 1.2 Research Objectives and Significance | 第20页 |
| 1.3 Research Structure | 第20-21页 |
| 1.4 Research Methodologies | 第21-22页 |
| Chapter 2 Literature Review | 第22-46页 |
| 2.1 Customer Relationship Management (CRM) | 第22-24页 |
| 2.1.1 CRM information system | 第23-24页 |
| 2.2 Kay account management (KAM) | 第24-41页 |
| 2.2.1 Role of top management in KAM | 第24-29页 |
| 2.2.2 Role of KAM management and team communication skills in KAM | 第29-37页 |
| 2.2.3 Role of CRM information system in KAM | 第37-41页 |
| 2.3 Analytical tool | 第41-46页 |
| 2.3.1 Mc Kinsey 7S model | 第42-46页 |
| Chapter 3 Case Description | 第46-61页 |
| 3.1 Background of C COMPANY | 第46-49页 |
| 3.1.1 The introduction of C COMPANY | 第46-47页 |
| 3.1.2 The initiative of the Four-Year (2012-2015) KAM program | 第47页 |
| 3.1.3 The objectives of the Four-Year (2012-2015) KAM program | 第47-48页 |
| 3.1.4 The implementation of the Four-Year (2012-2015) KAM program | 第48-49页 |
| 3.2 The structure of C COMPANY | 第49-52页 |
| 3.2.1 The organization structure | 第49-50页 |
| 3.2.2 The responsibilities of functional departments | 第50-52页 |
| 3.3 The financial performance during the Four-Year (2012-2015) KAM implementation | 第52-59页 |
| 3.3.1 The overall financial performance of C COMPANY | 第52-53页 |
| 3.3.2 The three key accounts company profile | 第53-57页 |
| 3.3.3 The financial performance from the three key accounts | 第57-59页 |
| 3.4 The main issue C COMPANY faced during the Four-Year (2012-2015) | 第59-61页 |
| 3.4.1 Poor performance of KAM program | 第59-61页 |
| Chapter 4 Case Analysis | 第61-86页 |
| 4.1 The manifestation of the issue | 第61-67页 |
| 4.1.1 Relationship quality | 第61-62页 |
| 4.1.2 Financial performance | 第62-67页 |
| 4.1.3 Non-Financial performance | 第67页 |
| 4.2 The core reason for the issue | 第67-68页 |
| 4.2.1 The ineffective implementation of KAM | 第67-68页 |
| 4.3 Mc Kinsey 7S model analysis | 第68-86页 |
| 4.3.1 Style | 第68-73页 |
| 4.3.2 Staff | 第73-81页 |
| 4.3.3 Systems | 第81-86页 |
| Chapter 5 Recommendations | 第86-92页 |
| 5.1 Enhance top management commitment and involvement | 第86-87页 |
| 5.2 Improve KAM management and team communication skills | 第87-89页 |
| 5.3 Upgrade CRM information systems | 第89-92页 |
| Chapter 6 Conclusion | 第92-94页 |
| 6.1 Conclusion | 第92-93页 |
| 6.2 Limitation | 第93-94页 |
| REFERENCES | 第94-103页 |
