Gka Customer Relationship Management Research Of FMCG Manufacture

After China’s entry into the WTO, China’s FMCG industry is undergoing profound and great changes with opening up of China’s retail market for the international retail giants completely. In China’s retail industry, GKA customer (international key customers, abbreviation of Global Key-Account) has been leading the development direction of the FMCG industry. They brought the advanced and mature model of development, sales principle and management method into China, and played an important role in promoting development of China’s retail market.In view of GKA customers’importance in China’s retail market, the FMCG manufacturers pay great attention to the cooperation with the GKA customers. However, China’s FMCG manufacturers are also reversely produced great pressure as GKA customer’s scale and the right of strengthening. This kind of contradictory and unified relationship stimulates both on progress with one hand, and on the other hand also has a restriction on both sides of development.This paper aims to study how the FMCG manufacturers to establish a good relationship with GKA customers on the current market environment. First this paper gives an analysis and description on the current situation of China’s retail trade, development situation of FMCG manufacturers and GKA. And then analyzes the current situation of customer relationship between the FMCG manufacturers and GKA customers. One of them analyzes the interdependence of the two, and the other reveals the generated contradiction in the process of the development. At the same time, it gives an analysis and research on the source of these contradictions.On the basis of these analysis and discussions, I put forward a solution plan about how to manage customer relationship with GKA. Solutions begin from how to understand GKA customers, and then on analyzing and discussing how to establish the customer relationship management team and how to manage customer relationship. Among that it brings routing management ideas and methods of the innovation into the scheme of GKA introduced to the customer relations management of GKA, realizing ascension of the research level. In addition, this paper analyzes and solves on how to deal with the conflict between them. Finally, this paper discusses the development strategy of GKA customers management for customer relationship management, and at the same time discusses on how to evaluate customer relations and strategic cooperation in the hope that the paper to ascend to a new level.The retail trade is the main force of China’s economic development and keeps a tight relationship with people’s life, so it has a quite important position. Hoping the opinion expressed in this paper can be used in the actual work of GKA customer relations management for FMCG manufactures in China, and provides some guidance and reference on the development of these enterprises.