工業(yè)營(yíng)銷

1.工業(yè)市場(chǎng)的特點(diǎn)：產(chǎn)品 / 服務(wù) / 項(xiàng)目
工業(yè)市場(chǎng)適用的營(yíng)銷方法
銷售和營(yíng)銷：統(tǒng)一或互補(bǔ)

2.市場(chǎng)分析和供 / 需平衡
采用系統(tǒng)化方案
通過功能分析更好地把握市場(chǎng)
工業(yè)采購(gòu)和過程的評(píng)估
選擇B2B的市場(chǎng)細(xì)分
通過市場(chǎng)的運(yùn)作分析獲得信息
利用內(nèi)部數(shù)據(jù)，互動(dòng)分析
分析公司提供的產(chǎn)品/服務(wù)的收益率

3.競(jìng)爭(zhēng)分析
明確競(jìng)爭(zhēng)對(duì)手并為保持商業(yè)警覺做出安排
洞悉技術(shù)風(fēng)險(xiǎn)

4.營(yíng)銷戰(zhàn)略
實(shí)現(xiàn)成功的要素
明確方向：安全、穩(wěn)定、發(fā)展
考慮不同的戰(zhàn)略規(guī)模

5.市場(chǎng)計(jì)劃
確定組合：整體產(chǎn)品的概念及其對(duì)價(jià)格的影響
建立控制儀表板
項(xiàng)目的構(gòu)思和規(guī)劃

6.新產(chǎn)品和新服務(wù)的推廣
辯識(shí)機(jī)會(huì)
優(yōu)化創(chuàng)造力
評(píng)估成功需要的條件

7.工業(yè)領(lǐng)域的客戶關(guān)系管理
客戶價(jià)值：B2B中的差異化的要素
關(guān)系營(yíng)銷的各類支持手段：網(wǎng)絡(luò)、呼叫中心、傳真、郵寄、直銷


1. The specificities of industrial market, products / services / projects
Marketing process applied to industrial market
Sales and marketing: synergic or complementary

2. Market analysis and supply / demand balance
Adopting a systematic solution
Understanding the market through functional analysis
Evaluating the process of industrial purchasing
Choosing segmentation in B2B
Obtaining information through operational analysis of the market
Using internal data to conduct interaction analysis
Analyzing profitability of our product / service

3. Analysis on competitors
Identifying competitors and tracking their evolution
Understanding technologic risks

4. Marketing strategy
Key points to success
Clarifying the direction: security, stability, development
Considering different scale of strategy

5. Marketing plan
Defining the marketing mix: the notion of global product and its implications on the price
Working out the dashboard
Conceiving and planning projects

6. The launching of new products and services
Identifying opportunities
Optimizing the creativity
Evaluating the condition for success

7. CRM in industrial circles
Customer value: differentiated elements in B2B
Relational marketing aids: internet, call center, faxing, mailing, direct selling…