工业营销

1.工业市场的特点：产品 / 服务 / 项目
工业市场适用的营销方法
销售和营销：统一或互补

2.市场分析和供 / 需平衡
采用系统化方案
通过功能分析更好地把握市场
工业采购和过程的评估
选择B2B的市场细分
通过市场的运作分析获得信息
利用内部数据，互动分析
分析公司提供的产品/服务的收益率

3.竞争分析
明确竞争对手并为保持商业警觉做出安排
洞悉技术风险

4.营销战略
实现成功的要素
明确方向：安全、稳定、发展
考虑不同的战略规模

5.市场计划
确定组合：整体产品的概念及其对价格的影响
建立控制仪表板
项目的构思和规划

6.新产品和新服务的推广
辩识机会
优化创造力
评估成功需要的条件

7.工业领域的客户关系管理
客户价值：B2B中的差异化的要素
关系营销的各类支持手段：网络、呼叫中心、传真、邮寄、直销


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…