本课程是一门系统介绍工业品营销的培训，它将帮助学员了解如何去认识和分析工业市场，及所处的竞争环境，确立
* 工业市场适用的营销方法
* 销售和营销：统一或互补
2.
* 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、
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…
* 涉及营销工作的工业企业管理人员