基于4P营销理论的企业销售战术研究

发布时间：2018-02-11 04:42

本文关键词： 4P营销理论销售战术战术素养　出处：《华北电力大学》2014年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国企业励精图治,取得了长足发展。进一步提高了企业销售能力,提高了企业获取合同的能力,推动了促进我国国民经济与全球经济融合。主动走向世界,参加全球竞争,是各级企业管理者的艰巨任务。本文在对国内外企业销售战术研究的发展状况和相关研究趋势分析的基础上,基于4P营销理论,以苹果手机卓越的市场营销策略展现的企业销售战术为例,对企业销售战术系统进行了分析,提出了企业销售战术系统的架构以及企业销售人才应具备的战术素养。具体分析思路与框架为：站在苹果品牌的肩膀上,苹果公司运用4P营销理论,以App Store为核心,形成4P基本策略融会贯通、三种典型态势交相辉映的销售战术顶层设计体系,实现销售战术的流程管理,获得了巨大的成功。本文通过深入研究苹果公司销售战术的顶层设计体系,发掘销售战术对市场战略的支撑作用,解读销售战术包含的丰富内涵,不仅揭示了销售战术“是什么”,而且展现“为什么”,以及具体该“怎么办”。本文认为,企业销售战术系统的构架为销售战术的顶层设计体系,是任何一次销售战术的发起、决策、实施和关闭的支撑系统和指导思想,是约束销售战术和采购战术各方当事人的行为标准；顶层设计体系包含三种典型态势：三方关系态势、强弱对比态势和信息不对称态势；销售人才能够通过树立远大理想、掌握专业技术知识和养成领地心态提升战术素养。本文希望为提高我国企业获取合同的能力、扭转管理者“重技术、轻销售”的倾向提供参考；同时抛砖引玉,为我国市场能力研究领域提供参考。
[Abstract]:Since the reform and opening up, the enterprises of our country have made great progress in improving their sales ability, improving their ability to obtain contracts, promoting the integration of our national economy and the global economy, and taking the initiative to the world. To participate in global competition is the arduous task of enterprise managers at all levels. Based on the analysis of the development situation and related research trend of the domestic and foreign enterprises' sales tactics, and based on the 4P marketing theory, this paper takes the marketing tactics of Apple's mobile phone as an example. This paper analyzes the sales tactics system of the enterprise, and puts forward the structure of the system and the tactical accomplishment that the enterprise sales talents should possess. The concrete analysis ideas and framework are as follows:. Standing on the shoulder of the Apple brand, Apple Company uses 4P marketing theory, taking App Store as the core, forms the 4P basic strategy fusion, three kinds of typical situation mutually reflects the sales tactics top-level design system, realizes the sales tactics flow management, Through the in-depth study of the top-level design system of Apple's sales tactics, this paper explores the supporting role of sales tactics on market strategy, and interprets the rich connotation of sales tactics. It reveals not only what the sales tactics are, but also why and what to do. This paper holds that the framework of the enterprise sales tactical system is the top-level design system of the sales tactics, which is the supporting system and guiding ideology of any sales tactics' initiation, decision making, implementation and closing. The top-level design system consists of three typical situations: tripartite relationship situation, strength contrast situation and information asymmetry situation; sales talents can establish lofty ideals by setting up lofty ideals. This paper hopes to provide a reference for improving the ability of Chinese enterprises to obtain contracts, and to reverse the tendency of managers to "attach importance to technology rather than sales"; at the same time, It provides reference for the research field of market capability in our country.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.63

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