斯堪尼亚卡车销售激励策略研究

发布时间：2018-06-10 19:00

本文选题：需求 + 激励　；参考：《华南理工大学》2013年硕士论文

【摘要】：本文以一个斯堪尼亚卡车业务人员在一天的销售拜访中的经历为案例，引出了目前以高端进口卡车为代表的大额工业产品的销售困境。目前在中国以高端进口卡车为代表的大额工业产品的销售方式，基本以直销为主，其实就是买卖双方有目的的反复接触，不断加深相互了解，由此产生相互信任，从中不断相互满足对方的需要、欲望和需求，直到通过对等的条件来实现相互交换并期望长期共赢的过程。在销售中，人是决定性因素。斯堪尼亚作为国际领先的卡车制造商，在中国作为高端卡车的代表，如何应用激发潜在需求理论，结合自身产品属性和客户特征，进行营销策略的创新，已经成为在中国快速成长的关键。基于这种认识，本文对斯堪尼亚卡车的终端客户的销售策略进行了探讨。先介绍了车辆的基本概念，然后用PEST方法对宏观环境进行分析，，得出了目前销售市场的外部环境，从而得到需求的来源以及为刺激需求而使用的激励理论。再根据斯堪尼亚卡车目前在中国的现状和困难，运用激励潜在需求的理论设计出一整套高效率的客户激励策略，并且把这种策略应用到各种不同的客户类型上。本文通过对斯堪尼亚卡车公司销售策略的研究，将激励潜在需求这一营销学的观点进行了概况和丰富，在理论上为类似企业提供了可借鉴的理论与分析工具。
[Abstract]:This article takes the experience of a Scania truck operator during a day's sales visit as an example. Leading to the current sales dilemma of large-value industrial products represented by high-end imported trucks. At present, the sales mode of large-value industrial products represented by high-end imported trucks in China is mainly direct sales. In fact, the buyers and sellers have purposeful and repeated contacts and constantly deepen mutual understanding, thus creating mutual trust and constantly meeting each other's needs, desires and needs from each other. Until the process of reciprocal exchange and expectation of long-term win-win. People are the decisive factor in sales. As a leading international truck manufacturer and a representative of high-end trucks in China, Scania applies the theory of stimulating potential demand, combining its product attributes with customer characteristics. The innovation of marketing strategy has become the key to rapid growth in China. Based on this understanding, this paper discusses the sales strategy of the terminal customers of Scania truck. In this paper, the basic concept of vehicle is introduced, then the macro environment is analyzed by pest method, and the external environment of the current sales market is obtained, and the source of demand and the incentive theory used to stimulate demand are obtained. Then, according to the current situation and difficulties of Scania trucks in China, we design a set of efficient customer incentive strategies by using the theory of stimulating potential demand. Through the research of Scania truck Company's sales strategy, this paper summarizes and enriches the marketing viewpoint of stimulating the potential demand. In theory for similar enterprises to provide reference theory and analysis tools.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.472;F272.92

【共引文献】