A Study On Key Account And Its Management In Auto Industry

Along with the decreased differences of Auto products and the violent competition, the customers'more and more individual demands, using the advanced IT and focusing on customer are the major methods to gain more and more competition advantages. Based on the analysis of the development of Chinese auto industry, this thesis reflects the particularity of the key account and the importance to China Auto industry. There are more detailed researches on the strategy of key account using the theories including service marketing and relationship marketing. Through the analysis of the characteristics of Chinese auto industry, and the analysis of SWOT, this thesis states that it is significant to focus on key account, and to provide perfect and individual service to them. And it also can improve the competition advantage in the violent competition market. At the same time, this thesis reviews the development of modern marketing, and the studies on the importance of key account management on the performance of auto industry. Based on the analysis on the problems of auto marketing, this thesis gets a conclusion that the emphasis of resolving these problems is customer relationship management, and the importance is the key account management this thesis analyzes the reasons of customer losing, and the affection on the auto company. Finally, in order to have a good management of the key account, this thesis put emphasis on the analysis of how to manage the key account, and it put forward some advices on the organization structure and business process。...