The semiconductor industry is the basis, also the core of electronics & information industry. It has a tremendous customer network and its customer belongs to industry customer. As a result, there exists a sharp discrepancy in the scale of transaction. Every customer is a segmented market. Especially, leading customer in some industry is usually a key customer in the segmented market, which possesses strategic meaning for the seller. To manage so-huge customer relationship, we should integrate the most advantageous resources to serve the most strategically meaningful customers. A sound efficient key customer relationship management system is needed to achieve this goal.
Beginning with the concept of KCRM, the paper explains the background against which KCRM was introduced into the semiconductor industry as well as its significance, thus makes out the origin of title and the content of research. Then illustrated are the present situations, feasibility and practical meaning of key customer relationship management in the semiconductor industry. At Last, through case analysis, KCRM is demonstrated to successfully applied in practice and receive satisfactory results.
Thus, the importance of KCRM in system management and integral marketing strategy of an enterprise is clearly shown. This essay aims at making some contributions for those performance-driven managers.
Key Words: Customer Relationship Management; Key Customer ; Semiconductor Industry.