The Study Of Key Account Management Of SITC Container Lines Co.,Ltd Based On Customer Classification

The high level of economic freedom drives the current marketcompetition fiercer and fiercer, and only by developing and maintainingits unique core competitiveness, could the enterprise take its industryleadership.The shipping industry is typically capital intensive with lower tradethreshold. With substantial capital to establish a fleet, equipcontainers for container shipping line, it just takes overnight to copythe shipping line service. However, the long term, stable and sustainableoperation of shipping line could never continue without support fromcustomer especially key accounts as well as a stable relationship withcustomers.SITC Container Lines Co., Ltd (referred as SITC hereinafter),is aprivate IPO enterprise of nearly20years history of Intra-Asia shippingline service. SITC developed its shipping service for business betweenChina, Japan and Korea, and gradually expanded its network to other SouthEastern Asian countries, with more than one decade cooperation with itskey customers. SITC increases in its business size, so does its numberof customers, it’s of great importance to make relationship with customermore stable, cooperation with customer more comprehensive and customervalue more focused. It’s an urgent task for the company to sort out thedetailed customer list and perform an active and efficient customermanagement. By this, we could invest more into objective customers, obtainmarket share as much as possible and find out potential with customersin business. Stable and continuous customer relationship is the foundation fordeveloping core competitiveness and maintaining a sustainable leadershipin competition, which could not be copied. In order to achieve this, SITCshall establish the comprehensive customer relationship management,service mechanism and key performance assessment.SITC shall make good use of shipping customer’s periodical featureand shipping line service property to deliver customer made service andexceed in long term cooperation with customers.This article, based on different level customers of key account andcommon, centers on how SITC could distinguish itself from its competitorsin attracting, sustaining its customers and deepening its relationshipwith customers. It will help SITC cooperates more with customers throughan excellent internal management system by establishing a customermanagement and service system, which will definitely increase SITC’scompetition advantages.