【摘要】：自從人類社會進入21世紀以來，隨著城市化的不斷推進，人口老齡化的加劇，人類對工作、居住環(huán)境需求的增加，建筑業(yè)逐漸成為各個城市的支柱產(chǎn)業(yè)，伴隨著建筑業(yè)和施工技術(shù)的飛速發(fā)展，高層及超高層建筑成了城市發(fā)展的必然趨勢。作為高層建筑的垂直運輸工具，電梯成為了必不可少的交通工具。作為世界上最大的發(fā)展中國家和人口最多的國家，中國建筑業(yè)市場的發(fā)展和輝煌前景被全世界各大電梯企業(yè)所看好。奧的斯、迅達、通力、蒂森、日立等知名品牌紛紛與中國本地企業(yè)合資建廠，設(shè)計、制造、銷售其產(chǎn)品，而隨著信息技術(shù)高速發(fā)展及全球一體化的經(jīng)濟趨勢，，我國很多本土電梯品牌紛紛創(chuàng)立，開始研發(fā)制造自主產(chǎn)品并搶占市場，引發(fā)了電梯市場更加激烈的競爭。 隨著電梯技術(shù)的進步和市場供求關(guān)系的變化，可供客戶選擇的電梯種類越來越多，產(chǎn)品同質(zhì)化的帶來的價格競爭造成電梯行業(yè)進入微利時代。同時，客戶對于電梯設(shè)備本身的設(shè)計要求越來越高，并且越來越關(guān)注整體建筑垂直運輸方案。成本的增加，訂單的減少等現(xiàn)象顯示傳統(tǒng)的銷售方式已無法滿足客戶的要求，未來電梯產(chǎn)品銷售將以銷售整體解決方案為導(dǎo)向。筆者以在全球推行顧問式銷售方案的通力電梯有限公司為例，通過研究傳統(tǒng)的銷售理論及銷售策略組合的優(yōu)缺點解析了顧問式銷售出現(xiàn)的背景及其優(yōu)勢和特點。同時通過對通力公司的優(yōu)勢、劣勢、機遇與威脅（SWOT）和其在中國電梯市場實施顧問式銷售中遇到的諸如：銷售人員無法從客戶處得到所期望的反饋，無法與客戶采購團隊其他的利益相關(guān)者取得聯(lián)系，無法通過差異化競爭提前建立初期競爭優(yōu)勢，對下一步如何展開營銷活動沒有計劃等問題進行分析，提出了一系列具有針對性的銷售理念。本文重點介紹了顧問式銷售策略與普通銷售方式的差別，提出了客戶需求冰山理論，差異化銷售理論，價值銷售理論等概念及實現(xiàn)方法。最后，筆者對顧問式銷售在其他重型裝備制造業(yè)中的應(yīng)用提出了展望，力求為我國其他行業(yè)提供更新的市場營銷理念和思路。
[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.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.4;F274

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