新成汽贸公司大客户管理模式分析

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1、Abstract。—————————————————————————————————————————————————————一Asthekeencompetitioninmarket,it’SbecomingoneofthemostimportantISSUeSincompanythathowtoselectthemostvaluablecustomerstoimplementationdifferencemarketing，thengetmoremarketingprofitandwinthecompetition·KeyAccountManagement(

2、KAM)ispopularunderthedevelopmentofthetheoryofCustomerRelationshipManagement．nlisarticleasanalysisautomotiveindustrythroughmarketenvironmentandcompetitiveenvironment，wepointoutthatthecompanyshouldpaymoreattentiontotheKeyAccountManagementandspecifystrategytokeyaccountunderthecondition

3、thatmarketingenvironmentischanginganddeveloping．Secondly,clarifiesthedefinitionandconnotationofKeyAccountManagementbasedontheassociatedtheoriesinChinaandforeigncountries．WepresentthatthekeyaccountistheimportantsourceofincomeandprofitbecauseofthehighconsumptionandblgiIlflu即ce．Thirdly

4、,accordingtotheXinchengcompanyintostatusoftheKeyAccountManagement,usingSWOTModelanalysisthecausesoftheproblemfromtheprocessofthecompany’Skeyaccountmanagement．Wehelpthecompanyacquiredmoresourceofkeyaccounteasily．ThisarticlefacedtheproblemofXinchengcompany,tostartthesystematicstudyand

5、analysisofthecurrentfocusonthenewcompanyintotheautomobiletradeinlargecustomel"managementproblems．Wealsoprovidethespecificandoperablem蠲agementsolutiontoimprovetheefficiencyandprofit．ThemeasureweprovidedcallnOtonlymakebigprogressinKAMinXinchengcompany,butalsobevaluablereferenceforothe

6、rassociatedcompanies．KeyWords：KeyaccountKeyaccountmanagementModeldesignII目录1引言⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．I1．1问题的提出及背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．2研究目的及意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．3研究内容与方法⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．32汽车行业及新成汽贸公司的发展概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯62．1汽车行业发展现状及环境分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．62．1．1从“以产品为中心”向“以客户为中心”的转变⋯⋯⋯⋯⋯⋯．．62

7、．1．2我国汽车行业的宏观环境分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．1．3我国汽车行业的微观环境分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2新成汽贸公司发展概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．1I2．2．1新成汽贸公司概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯112．2．2新成汽贸的业务发展状况⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯113新成汽贸公司大客户管理现状及问题分析⋯⋯⋯⋯⋯⋯⋯⋯．．153．1大客户及大客户管理⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯153．1．1大客户的概念及特点⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．153．1．2大客户管理的概念及内容⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯163．1．3大客户管

8、理的目标及意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯