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传统营销管理方法和结论大都基于普通商品的营销管理构想,在本质上与煤炭产品销售的内在要求相背离。煤炭产品主要针对下游生产性企业,这种需求也是普通商品所不具备的。需要在外部环境倒逼下及内部环境变革下这2个方面进行内在要求分析。在此基础上,可以解构出3个方面的切入点:客户关系管理、市场信息搜集、市场信息处理。最终,围绕着增强营销管理认识、优化客户关系管理、增强市场信息搜集,以及提升部门协同作业等4个方面展开实践。
Traditional marketing management methods and conclusions are mostly based on the concept of marketing management of ordinary products, essentially deviating from the inherent requirements of selling coal products. Coal products are mainly targeted at downstream production enterprises, this demand is not available in ordinary commodities. Need to analyze the internal requirements in these two aspects under the circumstances of forced external environment and internal environment change. On this basis, we can deconstruct three entry points: customer relationship management, market information collection, market information processing. In the end, we started our practice in four aspects: enhancing understanding of marketing management, optimizing customer relationship management, enhancing market information collection, and enhancing departmental collaboration.