The Key Account Marketing System Construction For Coscon And Implementing Guarantee

COSCON is one of the most recognized brands in world’s shipping industry, depend on it, COSCON has developed into one of the most advanced container shipping provider.Cosco Container Lines Co.ltd(Abbr COSCON) service network is more than80countries around the world, up to more than400Branches operated far away, near the ocean container shipping routes covered by the world’s five major blocks. COSCON has built the initial customer marketing system. Customer standards of determining COSCON scale situation in accordance with international practice and corporate customers, the level of customer type, grade division; based on the preliminary definition of the standard for VIP customers; order further adapt to the needs of the shipping market, Coscon shipping company was established in May2006, customer service center, COSCON subdivision standards defined on the basis of objectives based on meticulous management to do better Coscon win more VIP customers an integrated service. Shipping company customer service levels in order to enhance COSCON, initially built based on customer relationship management, customer management information system.Despite the COSCON’s customer marketing has made certain achievements, but the Coscon in the VIP customer marketing still a lot of problems, mainly:the first, a single customer identification, the lack of a differentiated analysis of VEP customers; second, a single VIP customer marketing strategy, a lack of effective integration mechanism; Third, the lack of understanding of the needs of VIP customers,"Fine, specialized, differentiated service ideas cannot be embodied in the VIP customers; fourth Coscon is not high overall level of service should be improved; fifth COSCON’s customer information management is weak, and to be further enhanced. Given the characteristics of the global shipping industry, the future development of centralized, group development, Coscon VIP customer marketing and customer relationship management to achieve greater development in the future, must develop an COSCON VIP customer marketing and customer relationship management on integration of capital, technology, talent and resources, the ability to adapt to the characteristics of the global shipping industry, centralization, group development, and take the strategy of the development of VIP enterprise groups. In the framework of this strategy, from big client identification and segmentation, development of VIP customers, management, maintain, organization system clients build the level of technical support and human resources support for the implementation of the System of the big clients, build systems science customer marketing system.