本文關(guān)鍵詞： 4P營(yíng)銷理論 銷售戰(zhàn)術(shù) 戰(zhàn)術(shù)素養(yǎng)　出處：《華北電力大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開(kāi)放以來(lái),我國(guó)企業(yè)勵(lì)精圖治,取得了長(zhǎng)足發(fā)展。進(jìn)一步提高了企業(yè)銷售能力,提高了企業(yè)獲取合同的能力,推動(dòng)了促進(jìn)我國(guó)國(guó)民經(jīng)濟(jì)與全球經(jīng)濟(jì)融合。主動(dòng)走向世界,參加全球競(jìng)爭(zhēng),是各級(jí)企業(yè)管理者的艱巨任務(wù)。 本文在對(duì)國(guó)內(nèi)外企業(yè)銷售戰(zhàn)術(shù)研究的發(fā)展?fàn)顩r和相關(guān)研究趨勢(shì)分析的基礎(chǔ)上,基于4P營(yíng)銷理論,以蘋(píng)果手機(jī)卓越的市場(chǎng)營(yíng)銷策略展現(xiàn)的企業(yè)銷售戰(zhàn)術(shù)為例,對(duì)企業(yè)銷售戰(zhàn)術(shù)系統(tǒng)進(jìn)行了分析,提出了企業(yè)銷售戰(zhàn)術(shù)系統(tǒng)的架構(gòu)以及企業(yè)銷售人才應(yīng)具備的戰(zhàn)術(shù)素養(yǎng)。具體分析思路與框架為： 站在蘋(píng)果品牌的肩膀上,蘋(píng)果公司運(yùn)用4P營(yíng)銷理論,以App Store為核心,形成4P基本策略融會(huì)貫通、三種典型態(tài)勢(shì)交相輝映的銷售戰(zhàn)術(shù)頂層設(shè)計(jì)體系,實(shí)現(xiàn)銷售戰(zhàn)術(shù)的流程管理,獲得了巨大的成功。本文通過(guò)深入研究蘋(píng)果公司銷售戰(zhàn)術(shù)的頂層設(shè)計(jì)體系,發(fā)掘銷售戰(zhàn)術(shù)對(duì)市場(chǎng)戰(zhàn)略的支撐作用,解讀銷售戰(zhàn)術(shù)包含的豐富內(nèi)涵,不僅揭示了銷售戰(zhàn)術(shù)“是什么”,而且展現(xiàn)“為什么”,以及具體該“怎么辦”。 本文認(rèn)為,企業(yè)銷售戰(zhàn)術(shù)系統(tǒng)的構(gòu)架為銷售戰(zhàn)術(shù)的頂層設(shè)計(jì)體系,是任何一次銷售戰(zhàn)術(shù)的發(fā)起、決策、實(shí)施和關(guān)閉的支撐系統(tǒng)和指導(dǎo)思想,是約束銷售戰(zhàn)術(shù)和采購(gòu)戰(zhàn)術(shù)各方當(dāng)事人的行為標(biāo)準(zhǔn)；頂層設(shè)計(jì)體系包含三種典型態(tài)勢(shì)：三方關(guān)系態(tài)勢(shì)、強(qiáng)弱對(duì)比態(tài)勢(shì)和信息不對(duì)稱態(tài)勢(shì)；銷售人才能夠通過(guò)樹(shù)立遠(yuǎn)大理想、掌握專業(yè)技術(shù)知識(shí)和養(yǎng)成領(lǐng)地心態(tài)提升戰(zhàn)術(shù)素養(yǎng)。本文希望為提高我國(guó)企業(yè)獲取合同的能力、扭轉(zhuǎn)管理者“重技術(shù)、輕銷售”的傾向提供參考；同時(shí)拋磚引玉,為我國(guó)市場(chǎng)能力研究領(lǐng)域提供參考。
[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.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.63

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