Research On The Scheme Design Of The Geely Volvo Group’s Key Customer Relationship Management

Key Customer Relationship Management is the most important part of thecustomer relationship management, and developing into the most cutting-edgetheory gradually. From marketing perspective, the key customer relationshipmanagement based on the idea that taking customer as the center of themarketing and it is the inevitable outcome of the development of customerrelationship management (CRM), It is a concept, but also customer expectations,it could bring profits for buyers and sellers and achieve a win-win opportunity. Atpresent. However, in the actual operation process, key customer relationshipmanagement tend to be executed for the large customer sales or nationalcustomer sales, the true sense big customer relations management should be"to take customer retention as its own business oriented, continue communicatewith customers, regard providing long-term va to lue as the center, at the sametime let enterprises to obtain long-term development support".China’s luxury car market has huge potentiality. All luxury enterprises viewChina as the strategic hinterland to accelerate the growth of global market share.In order to gain in the new round of channels for voice, they have acceleratedthe layout of the Chinese market to seize attractive piece of "cake". Therefore, inour country, it is a fundamental need for luxury car enterprises to implement keycustomer relationship management to adapt to the market as well as businessmanagement changes. Enterprises must establish customer-focused businessphilosophy, and strengthen the value analysis and research of large customers,implement positive customer relationship management (CRM), so as to improvecustomer satisfaction, loyalty, gaining lasting competitive advantage for theenterprise. In recent years, the key customer relationship management has beenpaid attention by many luxury car companies, many luxury brands have startedto use big customer management thinking to identify valuable customers. GeelyVolvo Group,as one of the luxury brand is also one of them. Considering theChina’s luxury car market competition is particularly fierce, how to effectively distinguish the customer and put more resources to the customer who wouldbring greater returns for the enterprise, to enhance their competitive advantagehas become the geely Volvo must consider the problem.In this paper, we based on the key customer relationship managementtheory and doing further combing, combined with demand status quo of China’sluxury brand car market, summed up the forming mechanism of luxury cars. Thepaper studied and analyzed the present situation and existing problems of GeelyVolvo Group’s the key customer relationship management, planed thecorresponding Geely Volvo Group’s key customer relationship managementsolutions, Finally, proposing the key customer relationship management planimplementation safeguard measures, so as to continuously improve Geely VolvoGroup’s key customer relationship management to provide reference basis, forthe long-term development to lay a good customer base, for the enterprise themanagement activities has certain theoretical and practical significance.