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论文编号：	9270
作者编号：	2220130055
上传时间：	2017/6/15 17:55:03
中文题目：	QDGTJS公司顾问式销售技巧与服务模式的研究
英文题目：	Research on Consultative Marketing Skills and Service Model of QDGTJS Company
指导老师：	戚安邦
中文关键字：	沥青混合料；顾问式销售技巧；客户服务；营销模式
英文关键字：	Asphalt mixture; Consultative marketing skills; Customer-centric service; Asphalt mixture; marketing model
中文摘要：	沥青混合料企业在面临市场竞争激烈、产能过剩的背景下，为适应新常态下经济发展的要求，就必须转变传统营销观念，适应市场变化，由以产品销售为主转为以满足客户需求为主，由以关注产品价格转为更加关注客户购买成本，由通过促销活动获利转向通过提高客户满意获利。只有创新营销战略，不断研发新产品新技术，提高品牌形象，才能摆脱同质化竞争。 顾问式销售技巧与服务模式是一种新的营销策略，结合了顾问式销售技巧理念与客户服务理念，并根据沥青混合料行业发展要求而提出的。这种营销模式是将企业利益与客户利益放在同等重要的地位，提供给企业和客户产品专业化和经营差异化的方案，在供应商和用户间形成对等的双赢合作局面。 本文以QDGTJS公司为案例，展开深入的分析研究。首先，对沥青混合料的行业背景、QDGTJS公司的产品现状、客户资源情况、现有销售管理体系和客户服务体系等展开了研究，分析出QDGTJS公司存在产品定位不合理、客户资源管理不当、销售渠道不稳定、服务质量不高等问题。针对以上问题提出了QDGTJS公司实施顾问式销售技巧与服务模式的独特性，并分析了实施该营销模式的必要性及可行性。其次，对QDGTJS公司顾问式销售技巧与服务模式的具体内容进行了设计，制定了新的运营体系、品种开发体系、差异化经营、提高客户忠诚度方案以及客户关系管理等。同时，为实现新营销模式效果的定量评价，设计了测评体系，主要包括竞争力评价体系与满意度测评体系。最后，为保障QDGTJS公司的顾问式销售技巧与服务模式的有效实施，制定了保障措施，分为机制保障、组织保障、支持措施。 本文所研究的顾问式销售技巧与服务模式是一个系统完善的实战方案，该营销模式有助于QDGTJS公司提高核心竞争力，实现利润的持续增长。这种营销策略不仅适用于QDGTJS公司，而且可被同行业其他企业所借鉴。
英文摘要：	Asphalt mixture enterprises in the face of fierce market competition, overcapacity in the background, in order to adapt to the new normal economic development requirements, we must change the traditional marketing concepts, to adapt to market changes, from product sales to meet customer demand for Main, from paying attention to product prices to pay more attention to customer purchase costs, profit from promotion activities to improve customer satisfaction through profitability. Only innovative marketing strategy, and constantly develop new products and new technologies, improve brand image, in order to get rid of homogeneous competition. Consultant sales skills and service model is a new marketing strategy, combined with the concept of consultative sales skills and customer service concept, and according to the asphalt mixture industry development requirements and put forward. This marketing model is the enterprise interests and customer interests on the same important position, to provide business and customer product specialization and business differentiation of the program, between suppliers and users to form a win-win cooperation between the situation. In this paper, QDGTJS company as a case, to carry out in-depth analysis and research. First of all, the industry background of asphalt mixture, QDGTJS company's product status, customer resources, the existing sales management system and customer service system, such as research, analysis of QDGTJS company product positioning is unreasonable, improper customer resource management, sales Channel instability, quality of service is not high and so on. In view of the above problems, the author puts forward the uniqueness of QDGTJS's implementation of consultative sales skills and service model, and analyzes the necessity and feasibility of implementing the marketing model. Secondly, the QDGTJS company consultative sales skills and service model of the specific content of the design, developed a new operating system, variety development system, differentiated business, improve customer loyalty programs and customer relationship management. At the same time, in order to realize the quantitative evaluation of the effect of the new marketing model, the evaluation system is designed, which mainly includes the evaluation system of competitiveness and the evaluation system of satisfaction. Finally, in order to ensure the effective implementation of QDGTJS's consultative sales skills and service model, the safeguard measures are formulated, which are divided into mechanism guarantee, organizational guarantee and support measures. The consultative sales technique and service model researched in this paper is a systematic and perfect combat scheme. The marketing model will help QDGTJS to improve the core competitiveness and realize the continuous growth of profit. This marketing strategy applies not only to QDGTJS, but also to other companies in the industry.
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