X Company Automotive Lens Key Account Management Research

As a key component of ADAS,vehicles-mounted cameras are mainly targeted at well-known first-tier customers,such as Magna,Panasonic,Valeo,Bosch,Continental and other famous first-tier automobile dealers.However,these enterprises account for more than 80% of the ADAS market.Each famous one-level Tire1 pursue deeper level,more advanced technology products,for the enterprise’s business,technical communication,after-sales service guarantee and other content has more strict requirements,requires a short product cycle,communication response speed,response agility.Traditional customer management and homogeneous products can no longer meet the cooperation needs of major customers of the bank,so enterprises urgently need to provide differentiated,personalized and timely products and services to such major customers.After a period of data review and understanding of various channels,it is found that key account marketing project management is still a relatively new topic,and the research in the field of vehicle camera industry is almost blank.This paper intends to apply the theoretical method to improve the efficiency of the enterprise’s marketing management work and the probability of order success through the practical case study.In this paper,the research content of the literature research analysis method is used as the theoretical basis of this paper,and the data obtained by the investigation method is used as the evidence and research basis of this case.The case study method is used as the empirical research and brainstorming method.Through the research on the application of key account marketing management and project management in marketing,this paper summarizes the general application steps of project management in the marketing process.X company for the actual marketing problems in the process of analysis,confirmed the X company big customers,and for the development of large customer as an actual case done in-depth research,according to the project management ideas,diagnosis of marketing problems existing in the beginning,the problems existing in the planning phase and ground the problems existing in the implementation stage and the problems existing in the end,find the success or failure of the key factors in the process of enterprise marketing activities,and put forward the corresponding improvement ideas,establish model,finally through a practical project to verify.Finally,the program and method are standardized and streamlined in the process of marketing organization,so that the enterprise can more accurately grasp the needs of customers,more efficiently serve customers,and ultimately achieve further improvement in customer satisfaction and further growth in sales.Through this study,in the follow-up work of key account marketing management,it is necessary to establish a project team in the early stage,establish a clear division of responsibilities,take the sales target as a project goal,make sales strategy through investigation and analysis,and finally implement and implement the plan according to the plan,so as to improve the competitiveness of the enterprise.This idea and method is of guiding significance to the follow-up marketing work of key account management.However,there are still shortcomings,will continue to improve in the follow-up actual work process.