本文選題：AV制藥公司 + 客戶拓展��； 參考：《云南大學》2013年碩士論文

【摘要】：在當今最為成功的銷售公司中,優(yōu)秀的銷售人員都知道,與每一家客戶公司建立牢固關(guān)系的能力是成功的關(guān)鍵。僅作為供應商,簡單地提供商品和服務已經(jīng)滿足不了日益競爭下的商業(yè)環(huán)境,真正成為客戶值得信賴的伙伴來幫助客戶解決問題的是目前最為成功的專業(yè)銷售形式。隨著銷售的產(chǎn)品和服務的變化(新產(chǎn)品、新服務及新的市場)、銷售對象的變化(削減供應商數(shù)量、要求準時)、業(yè)務競爭不斷加劇、銷售的周期變得更長、銷售的流程變得更復雜。以前的銷售技巧(討好客戶和提供產(chǎn)品)已經(jīng)不再適應當前的情況了。在今天的競爭環(huán)境里,真正的勝利只屬于那些能夠依據(jù)現(xiàn)實情況有計劃有步驟地實施客戶拓展策略的企業(yè)。因此,本文通過對AV中國制藥公司實施的客戶拓展策略進行系統(tǒng)性的研究,歸納總結(jié)出其在中國地區(qū)銷售的成功之處,以期為我國制藥企業(yè)的銷售提供參考借鑒。 本文研究的落腳點是針對具有外資背景的AV中國制藥公司進行案例性研究。其一,通過對國內(nèi)外關(guān)系營銷及客戶關(guān)系管理理論進行涵蓋理論起源、發(fā)展及其基本概念在內(nèi)的系統(tǒng)研究,總結(jié)出客戶拓展過程中較為有效的一套策略理論,為下文客戶拓展策略的探索夯實理論基礎。其二,針對AV中國制藥公司進行案例性研究,包括其發(fā)展簡介,中國醫(yī)藥行業(yè)面臨的態(tài)勢,還有其實施客戶拓展策略的必要性。其三,系統(tǒng)剖析AV中國制藥公司在中國地區(qū)實施的客戶拓展策略及其實施后所取得的成效。 基于上述研究,AV中國制藥公司客戶拓展策略的制定主要分為五個步驟：其一,設定目標,為即將展開的銷售努力打下基礎,同時為客戶制定長期愿景；其二,鎖定關(guān)鍵人物,以深入了解客戶,以便在高度和深度上拓展客戶關(guān)系,并能夠接觸到客戶公司的更高層人員打下基礎；其三,分析因素,以發(fā)掘和評估所有有利的和不利的因素,并了解每項因素的控制程度提供了方法；其四,整合策略,用微觀層面處理各個因素同時宏觀層面制定整體策略提供方法和途徑；其五,采取行動,為探索維持動力和建立長期客戶關(guān)系方法的落地實施提供行動保障。AV中國制藥公司通過制定客戶拓展策略的五個步驟,達到了整合客戶資源、優(yōu)化銷售流程、提升銷售能力等目的,實現(xiàn)了企業(yè)與客戶的雙贏,為提升企業(yè)品牌及企業(yè)核心競爭力奠定了基礎。
[Abstract]:In today's most successful sales companies, good salespeople know that the ability to build strong relationships with every client company is key to success. Just as a supplier, simply providing goods and services can not meet the increasingly competitive business environment, and it is the most successful professional sales form that really becomes a reliable partner to help customers solve problems. With changes in the products and services sold (new products, new services and new markets, changes in sales targets (reducing the number of suppliers, requiring punctuality, increasing business competition, and longer sales cycles), The process of sales becomes more complex. Previous sales skills (courting customers and offering products) were no longer adapted to the current situation. In today's competitive environment, the real victory only belongs to those enterprises that can implement the customer expansion strategy step by step according to the actual situation. Therefore, through the systematic research on the customer expansion strategy implemented by AV China Pharmaceutical Company, this paper summarizes the success of its sales in China, in order to provide reference for the sales of Chinese pharmaceutical enterprises. This paper focuses on the case study of AV Chinese pharmaceutical companies with foreign background. Firstly, through the systematic research on the origin, development and basic concepts of relationship marketing and customer relationship management at home and abroad, the author summarizes a set of effective strategic theories in the process of customer expansion. For the following customer expansion strategy exploration tamper theory foundation. Second, the case study of AV Chinese pharmaceutical company, including its development profile, the situation of Chinese pharmaceutical industry, and the necessity of implementing customer expansion strategy. Thirdly, the customer expansion strategy of AV Chinese pharmaceutical company in China and its effect are analyzed systematically. Based on the above research, the development of customer expansion strategy of AV China Pharmaceutical Company is divided into five steps: first, setting targets to lay the foundation for the upcoming sales efforts, and at the same time, setting a long-term vision for customers; second, locking in key people. In order to gain an in-depth understanding of customers in order to expand customer relations at a high and deep level and to be able to reach more senior personnel in client companies; third, to analyse factors to identify and evaluate all favourable and negative factors, Understanding the degree of control of each factor provides a method; fourth, integrating strategies, using micro-level to deal with each factor and making overall strategies at the macro level; fifth, taking action, In order to explore the maintenance power and establish a long-term customer relationship to provide operational protection. AV China Pharmaceutical Company through the formulation of customer expansion strategy five steps to achieve the integration of customer resources, optimize the sales process, The purpose of improving sales ability has realized the win-win situation between enterprises and customers, and has laid the foundation for the promotion of enterprise brand and enterprise core competitiveness.
【學位授予單位】：云南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.72

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