AV中国制药公司客户拓展策略研究

发布时间：2018-05-29 00:06

本文选题：AV制药公司 + 客户拓展　；参考：《云南大学》2013年硕士论文

【摘要】：在当今最为成功的销售公司中,优秀的销售人员都知道,与每一家客户公司建立牢固关系的能力是成功的关键。仅作为供应商,简单地提供商品和服务已经满足不了日益竞争下的商业环境,真正成为客户值得信赖的伙伴来帮助客户解决问题的是目前最为成功的专业销售形式。随着销售的产品和服务的变化(新产品、新服务及新的市场)、销售对象的变化(削减供应商数量、要求准时)、业务竞争不断加剧、销售的周期变得更长、销售的流程变得更复杂。以前的销售技巧(讨好客户和提供产品)已经不再适应当前的情况了。在今天的竞争环境里,真正的胜利只属于那些能够依据现实情况有计划有步骤地实施客户拓展策略的企业。因此,本文通过对AV中国制药公司实施的客户拓展策略进行系统性的研究,归纳总结出其在中国地区销售的成功之处,以期为我国制药企业的销售提供参考借鉴。本文研究的落脚点是针对具有外资背景的AV中国制药公司进行案例性研究。其一,通过对国内外关系营销及客户关系管理理论进行涵盖理论起源、发展及其基本概念在内的系统研究,总结出客户拓展过程中较为有效的一套策略理论,为下文客户拓展策略的探索夯实理论基础。其二,针对AV中国制药公司进行案例性研究,包括其发展简介,中国医药行业面临的态势,还有其实施客户拓展策略的必要性。其三,系统剖析AV中国制药公司在中国地区实施的客户拓展策略及其实施后所取得的成效。基于上述研究,AV中国制药公司客户拓展策略的制定主要分为五个步骤：其一,设定目标,为即将展开的销售努力打下基础,同时为客户制定长期愿景；其二,锁定关键人物,以深入了解客户,以便在高度和深度上拓展客户关系,并能够接触到客户公司的更高层人员打下基础；其三,分析因素,以发掘和评估所有有利的和不利的因素,并了解每项因素的控制程度提供了方法；其四,整合策略,用微观层面处理各个因素同时宏观层面制定整体策略提供方法和途径；其五,采取行动,为探索维持动力和建立长期客户关系方法的落地实施提供行动保障。AV中国制药公司通过制定客户拓展策略的五个步骤,达到了整合客户资源、优化销售流程、提升销售能力等目的,实现了企业与客户的双赢,为提升企业品牌及企业核心竞争力奠定了基础。
[Abstract]:In today's most successful sales companies, good salespeople know that the ability to build strong relationships with every client company is key to success. Just as a supplier, simply providing goods and services can not meet the increasingly competitive business environment, and it is the most successful professional sales form that really becomes a reliable partner to help customers solve problems. With changes in the products and services sold (new products, new services and new markets, changes in sales targets (reducing the number of suppliers, requiring punctuality, increasing business competition, and longer sales cycles), The process of sales becomes more complex. Previous sales skills (courting customers and offering products) were no longer adapted to the current situation. In today's competitive environment, the real victory only belongs to those enterprises that can implement the customer expansion strategy step by step according to the actual situation. Therefore, through the systematic research on the customer expansion strategy implemented by AV China Pharmaceutical Company, this paper summarizes the success of its sales in China, in order to provide reference for the sales of Chinese pharmaceutical enterprises. This paper focuses on the case study of AV Chinese pharmaceutical companies with foreign background. Firstly, through the systematic research on the origin, development and basic concepts of relationship marketing and customer relationship management at home and abroad, the author summarizes a set of effective strategic theories in the process of customer expansion. For the following customer expansion strategy exploration tamper theory foundation. Second, the case study of AV Chinese pharmaceutical company, including its development profile, the situation of Chinese pharmaceutical industry, and the necessity of implementing customer expansion strategy. Thirdly, the customer expansion strategy of AV Chinese pharmaceutical company in China and its effect are analyzed systematically. Based on the above research, the development of customer expansion strategy of AV China Pharmaceutical Company is divided into five steps: first, setting targets to lay the foundation for the upcoming sales efforts, and at the same time, setting a long-term vision for customers; second, locking in key people. In order to gain an in-depth understanding of customers in order to expand customer relations at a high and deep level and to be able to reach more senior personnel in client companies; third, to analyse factors to identify and evaluate all favourable and negative factors, Understanding the degree of control of each factor provides a method; fourth, integrating strategies, using micro-level to deal with each factor and making overall strategies at the macro level; fifth, taking action, In order to explore the maintenance power and establish a long-term customer relationship to provide operational protection. AV China Pharmaceutical Company through the formulation of customer expansion strategy five steps to achieve the integration of customer resources, optimize the sales process, The purpose of improving sales ability has realized the win-win situation between enterprises and customers, and has laid the foundation for the promotion of enterprise brand and enterprise core competitiveness.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

【参考文献】