A Study Of Value-Adding Cooperation Oriented Key Account Management Strategy For Mubea

China automotive industry has got high speed development from 1990s.Up to the end of 2015,China automotive production and sales volume has being ranking NO 1 in the world for 7 consecutive years.With the China automotive industry high speed development.The automotive parts suppliers fierce competition is a inevitable result caused by automotive OEMs fierce competition.Mubea(Taicang)is a 100%owned company by Mubea Group(Headquartered in Germany)in China.Main products are for chassis?power train and body of the car.For Mubea(Taicang),how to focus on big and premium automotive OEM customers?how to use his own advantage to help customers build up unique supply chain and keep tighten cooperation with customers?how to take customers value-adding cooperation thereby to make customers keep certain core competition advantage in automotive parts supply chain to be marketing strategy which Mubea need to established urgently at moment.This thesis has analyzed the macro environment and same industry competition which Mubea is facing base on the study of whole China automotive and automotive parts industry current status and future development tendency.This thesis has used SWOT,GE matrix and other analysis tools to study and analyze strength?weakness?opportunity and threat of Mubea current marketing strategy,products,customers category..Put forwarded and demonstrated that the marketing strategy based on value-adding cooperation key account management was essential?feasible and effective.This thesis then put forwarded the establishment method and actions of value-adding cooperation key account management via study of many existing problems in Mubea current key account management and also listed some key account management lessons as well.Thereby to make sure that value-adding key account management marketing strategy could be established and carried out effectively.Mubea can keep good and stable development finally.