通力电梯公司顾问式销售实施中的问题与对策
发布时间：2019-02-12 17:12
【摘要】：自从人类社会进入21世纪以来，随着城市化的不断推进，人口老龄化的加剧，人类对工作、居住环境需求的增加，建筑业逐渐成为各个城市的支柱产业，伴随着建筑业和施工技术的飞速发展，高层及超高层建筑成了城市发展的必然趋势。作为高层建筑的垂直运输工具，电梯成为了必不可少的交通工具。作为世界上最大的发展中国家和人口最多的国家，中国建筑业市场的发展和辉煌前景被全世界各大电梯企业所看好。奥的斯、迅达、通力、蒂森、日立等知名品牌纷纷与中国本地企业合资建厂，设计、制造、销售其产品，而随着信息技术高速发展及全球一体化的经济趋势，，我国很多本土电梯品牌纷纷创立，开始研发制造自主产品并抢占市场，引发了电梯市场更加激烈的竞争。 随着电梯技术的进步和市场供求关系的变化，可供客户选择的电梯种类越来越多，产品同质化的带来的价格竞争造成电梯行业进入微利时代。同时，客户对于电梯设备本身的设计要求越来越高，并且越来越关注整体建筑垂直运输方案。成本的增加，订单的减少等现象显示传统的销售方式已无法满足客户的要求，未来电梯产品销售将以销售整体解决方案为导向。笔者以在全球推行顾问式销售方案的通力电梯有限公司为例，通过研究传统的销售理论及销售策略组合的优缺点解析了顾问式销售出现的背景及其优势和特点。同时通过对通力公司的优势、劣势、机遇与威胁（SWOT）和其在中国电梯市场实施顾问式销售中遇到的诸如：销售人员无法从客户处得到所期望的反馈，无法与客户采购团队其他的利益相关者取得联系，无法通过差异化竞争提前建立初期竞争优势，对下一步如何展开营销活动没有计划等问题进行分析，提出了一系列具有针对性的销售理念。本文重点介绍了顾问式销售策略与普通销售方式的差别，提出了客户需求冰山理论，差异化销售理论，价值销售理论等概念及实现方法。最后，笔者对顾问式销售在其他重型装备制造业中的应用提出了展望，力求为我国其他行业提供更新的市场营销理念和思路。
[Abstract]:Since the human society entered the 21st century, with the development of urbanization, the aggravation of aging population, the increase of human demand for work and living environment, the construction industry has gradually become the pillar industry of every city. With the rapid development of construction industry and construction technology, high-rise and super high-rise buildings have become the inevitable trend of urban development. As a vertical means of transport for high-rise buildings, elevators have become an essential vehicle. As the largest developing country and the most populous country in the world, the development and brilliant prospect of Chinese construction market are favored by the world's major elevator enterprises. Otis, Schindler, Kone, Tyson, Hitachi and other well-known brands have set up joint ventures with local Chinese enterprises to design, manufacture and sell their products. With the rapid development of information technology and the economic trend of global integration, Many local elevator brands have been established in China, began to develop and manufacture their own products and seize the market, causing more fierce competition in the elevator market. With the development of elevator technology and the change of market supply and demand, more and more kinds of elevators are available for customers to choose. The price competition brought by the homogenization of products makes the elevator industry enter the era of small profit. At the same time, customers have higher and higher requirements for elevator equipment design, and pay more and more attention to the vertical transportation of the whole building. The increase of cost and the decrease of order show that the traditional way of sales can not meet the requirements of customers. In the future, the sales of elevator products will be guided by the overall solution of sales. Taking Kone Elevator Co., Ltd., which carries out the consulting sales scheme in the world as an example, by studying the advantages and disadvantages of the traditional sales theory and the combination of sales strategies, the author analyzes the background, advantages and characteristics of consultancy sales. At the same time, through Kone's strengths, weaknesses, opportunities and threats to (SWOT) and its implementation of the elevator market in China in the implementation of consultancy sales, such as: sales staff can not get the desired feedback from the customer, Unable to get in touch with other stakeholders of the customer purchasing team, unable to establish early competitive advantage in advance through differentiated competition, and to analyze how to launch marketing activities without plan, etc. Put forward a series of targeted sales ideas. This paper mainly introduces the difference between the consultant sales strategy and the ordinary sales mode, and puts forward the concepts and realization methods of the iceberg theory of customer demand, the theory of differential sales, the theory of value sales, and so on. Finally, the author puts forward the prospect of the application of consultant sales in other heavy equipment manufacturing industries, and tries to provide new marketing ideas and ideas for other industries in China.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274
本文编号：2420618
[Abstract]:Since the human society entered the 21st century, with the development of urbanization, the aggravation of aging population, the increase of human demand for work and living environment, the construction industry has gradually become the pillar industry of every city. With the rapid development of construction industry and construction technology, high-rise and super high-rise buildings have become the inevitable trend of urban development. As a vertical means of transport for high-rise buildings, elevators have become an essential vehicle. As the largest developing country and the most populous country in the world, the development and brilliant prospect of Chinese construction market are favored by the world's major elevator enterprises. Otis, Schindler, Kone, Tyson, Hitachi and other well-known brands have set up joint ventures with local Chinese enterprises to design, manufacture and sell their products. With the rapid development of information technology and the economic trend of global integration, Many local elevator brands have been established in China, began to develop and manufacture their own products and seize the market, causing more fierce competition in the elevator market. With the development of elevator technology and the change of market supply and demand, more and more kinds of elevators are available for customers to choose. The price competition brought by the homogenization of products makes the elevator industry enter the era of small profit. At the same time, customers have higher and higher requirements for elevator equipment design, and pay more and more attention to the vertical transportation of the whole building. The increase of cost and the decrease of order show that the traditional way of sales can not meet the requirements of customers. In the future, the sales of elevator products will be guided by the overall solution of sales. Taking Kone Elevator Co., Ltd., which carries out the consulting sales scheme in the world as an example, by studying the advantages and disadvantages of the traditional sales theory and the combination of sales strategies, the author analyzes the background, advantages and characteristics of consultancy sales. At the same time, through Kone's strengths, weaknesses, opportunities and threats to (SWOT) and its implementation of the elevator market in China in the implementation of consultancy sales, such as: sales staff can not get the desired feedback from the customer, Unable to get in touch with other stakeholders of the customer purchasing team, unable to establish early competitive advantage in advance through differentiated competition, and to analyze how to launch marketing activities without plan, etc. Put forward a series of targeted sales ideas. This paper mainly introduces the difference between the consultant sales strategy and the ordinary sales mode, and puts forward the concepts and realization methods of the iceberg theory of customer demand, the theory of differential sales, the theory of value sales, and so on. Finally, the author puts forward the prospect of the application of consultant sales in other heavy equipment manufacturing industries, and tries to provide new marketing ideas and ideas for other industries in China.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274
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本文编号：2420618
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