Coca-Cola (China) Company's Key Customer Relationship Management Strategy Optimization

With the rapid growth of the overall economy in China,the development of the sales scale of key customers in the retail industry,the adjustment of the management structure,and the change in the management model are strongly changing with each passing day.Coca-Cola(China)has a leading position in the beverage industry.The structure and strategy of key customer relationship management cannot timely respond to changes in the needs of key customers.It will slowly lose the resources of key customers and ultimately affect the long-term and stable cooperation between the two parties.This paper utilizes qualitative research methods to elaborate on the topic,such as the literature review method,the combination of theory and practice and empirical research methods.Based on the literature review of domestic and foreign key customer management theories,combined with the relevant information of key customers of Coca-Cola Company,this paper takes Coca-Cola Company as an example,practicing empirical method on management strategy for key customers in the combination of theoretical and practical research.This paper takes Coca-Cola Company as an example to focus on key management customer strategy to develop empirical research.Mainly through the positioning of key customers,the basic theory of key customer management and customer relationship management related research to sort out and summarize the analysis of Coca-Cola Company key customer relationship changes,while analysis of the current problems in the key customer management issue,redesign the Coca-Cola Company's key customer management strategy.At the same time,in order to ensure the successful implementation of Coca-Cola Company's key customer management strategy,this paper proposes a multi-level customer management matrix,differentiated customer management and cooperation strategy,and optimized customer strategy.And in view of the corresponding customer management strategy,this paper puts forward the corresponding safeguard measures that the strategy implementation needs.In general,the purpose of this paper is to achieve effective management of key customer relationships by exploring how companies define key customers,serve key customers,and how to provide value-added services to them and improve the efficiency and effectiveness of cooperation.We have established a long-term,all-encompassing strategic partnership in all aspects of procurement,marketing,supply chain,and finance,and we will work together with key customers to meet consumer demand,explore new markets and achieve sustainable profitability to achieve a win-win situation.This will ensure that the company maintains its strong leadership position at the customer and ultimately maintains a competitive advantage in the market.