Study On Key Customer Relationship Management Of Freight Forwarder Company K

In the more and more competitive freight forwarding market, the homogenization of the various freight forwarding companies'product and service is evident. The marketing strategy of Centering on the product characteristics no longer meets the market demand, instead of "Customer-oriented". And the management theory of the customer relationships will be also evolving. Therefore, the research of the key customer management strategy has become a major issue which affects the company.K is a freight forwarding company of State-owned established in 2001. How to fully put the limit resource in the customers who can bring great benefits in the new market atmosphere to enlarge the market occupancy step by step and improve the enterprise competition ability has become the K's main task at present. The thesis will not only make a scientific analysis having the theory of the customer relationships management and Supply Chain Strategic Alliance as a background combining K's current situation, but also study the key customer, then choose the key customer with high value through the customer value appraisal system, make the maintenance and control measures for the key customers. And then K will expand the cooperative strategy with the key customers, simultaneously proposing the management strategy to achieve that the key customer will play a sound part in the company's development.