Fruitful Cooperation In Research, Based On Relationship Marketing, Automotive Assembly Plants And Suppliers

With the development of standardization, modularity of auto parts, the mode of operation in automobile industry is developing in the direction of collaboration, making the proportion of procurement upward trend in the auto supply chain. Automobile assembly plant between the suppliers and the establishment of strategic cooperative partnership has become increasingly important. Relationship marketing theory paying attention to the establishment of good customer relations and cooperation is considered important by the enterprise in which a vehicle assembly plant is the core. Grasping automobile assembly plant and vendor cooperation between the status quo and problems clearly and objectively, is necessary to improve and upgrade the level of cooperation.Based on the domestic and foreign scholars and customer relationship marketing cooperative research literature, considering the actual situation of auto industry in China, this paper builds the model and does the empirical research from the perspective of relationship marketing vehicle. The full text of the study is divided into four parts: Introduction, Summary of the theory, the evaluation indicator system, the evaluation method, empirical analysis, conclusions and outlook.Of these, in the part of evaluation indicator system, the paper, first, brings forward the aim, basis and principles to build the system, clarifies the thinking and the evaluation method. Then, on the basis of the results in the domestic and overseas research, based on interviews and a questionnaire survey points of 32 experts in Relationship Marketing, supply chain management and auto industry professionals, this paper ultimately establishes an automobile assembly plant and suppliers cooperation effectiveness evaluation index system. The index system includes the target layer, the subdivision target layer and index layer, in which, subdivision target includes "behavior in the cooperation, customer relationship depth, customer relationship strength, Customer satisfaction", including 16 indicators.To further study the suitability of this index system, this study takes SL sedan as an example to evaluate the effectiveness in the corporate cooperation with the vendor evaluation. We interviewed 32 experts, collected 32 experts questionnaire of index weight, using Analytic Hierarchy Process (AHP) to determine 16 indicators weights of the evaluation system, and adopted a consistency test. Among them, the customer satisfaction has a maximum weight with a weight of 0.279; followed by the behavior in the cooperation, as 0.277; customer relationship strength has a weight of 0.262; and customer relationship depth has a weight of 0.182.Subsequently, we selected departmental staff in the departments of the company, collected 317 effective questionnaires; get the average marks of every index. Then multiply scores and weights, and add them together to get the final score. The results are, behavior in the cooperation gets the highest with a score of 3.444, customer relationship depth is second with a score of 3.330, customer relationship strength is third with a score of 3.240, and customer satisfaction is forth with a score of 3.189. The final score for effectiveness in the cooperation is 3.300. By analyzing the results, there are some problems such as scattered vendors, supply uncertainty, and low vendor relationship satisfaction, the lack of long-term cooperation mechanisms. In this regard, we propose some advice such as the selection and cultivation of the core suppliers, improving the communication, and establishing a fair system to regulate their behaviors.