Customer Relationship Study Of Roechling Automotive(China) Company

In the past decade, the automobile component industry has flourished overwhelmingly along with the rapid expansion of Chinese automobile development and globalization. Meanwhile, the low cost strategy of local suppliers brought strong business competition. As the leading company in auto plastic industry, German owned Roechling Automotive has to adopt the customer relationship management to boost the core competence. Therefore, Customer Relation Management (CRM), the collection of Processes, people and technology, shall be applied in terms of strategy.With the integration of the world economy, the product consistency and the service convergence specified by transnational customers are climbing upwards steadily. The increased competition in Auto component industry, especially the obvious price advantages of local suppliers, the challenging of global suppliers facing are getting worse. As an important relationship and cooperation process between global suppliers and transnational customers, global account management is becoming a perfect solution and key task. To set up an effective global account management, is intended to engender the development of trust and social capital in the global customer-supplier relationship.Obviously, it is very important to adopt global account management, and global account management is the real natural extension between transnational customers and global suppliers according to the literature home and abroad. On account of the current situation and problem analysis of Roechling Automotive (China), the paper are outputting the advantages and disadvantage, the opportunities and threats with the SWOT tool, to easily draw the conclusion of the global account management. However, to adopt Key Account Management (KAM) from supplier side, reasonable criteria and necessary evaluation is needed. This paper will discuss and propose the criteria to pick up the customers. KAM has several potentials in the dynamic relationships with multinational customers. Based on this, this paper will make a comparison on the concepts and scope of application among three basic approaches as Coordination GAM (Global Account Management), Control GAM and Separate GAM. With the applications in the different representative companies to get better understandings of the different balance between global integration and local autonomy, we could thusly find out the approach to Customer Relationship Management of Roechling Automotive (China):With Coordination GAM as assistance, to adopt control GAM as major method in Key Account Management.Carrying out KAM, the kind of political and entrepreneurial meta-ski I Is/competencies in performing the boundary-spanning role will be identified at the buyer-seller interface, which brings challenges to the organization structure from supplier side. People allocation, authorization, and the affiliation between the Chinese plants to headquarters shall be well considered. K A M has several potentials in the dynamic relationships with multinational customers. This paper will point out some common adoptions in Roechling Automotive China, taking through five steps to implementation path of a KAM model. Consequently, with the efficiency and proper adoption of KAM, the marketing share and status will be ensured, and the sustainable development will be promoted to maintain a positive competition meanwhile, which will make a dri p contri buti on to China’s economi c sharp growth.