工業(yè)營銷其它上課時間：

* 涉及營銷工作的工業(yè)企業(yè)管理人員

本課程是一門系統(tǒng)介紹工業(yè)品營銷的培訓(xùn)，它將幫助學(xué)員了解如何去認(rèn)識和分析工業(yè)市場，及所處的競爭環(huán)境，確立營銷戰(zhàn)略，制定營銷計(jì)劃。并幫助學(xué)員了解如何推廣新產(chǎn)品和新服務(wù)，和在營銷過程中如何管理客戶關(guān)系。1.工業(yè)市場的特點(diǎn)：產(chǎn)品 / 服務(wù) / 項(xiàng)目
* 工業(yè)市場適用的營銷方法
* 銷售和營銷：統(tǒng)一或互補(bǔ)

2.市場分析和供 / 需平衡
* 采用系統(tǒng)化方案
* 通過功能分析更好地把握市場
* 工業(yè)采購和過程的評估
* 選擇B2B的市場細(xì)分
* 通過市場的運(yùn)作分析獲得信息
* 利用內(nèi)部數(shù)據(jù)，互動分析
* 分析公司提供的產(chǎn)品/服務(wù)的收益率

3.競爭分析
* 明確競爭對手并為保持商業(yè)警覺做出安排
* 洞悉技術(shù)風(fēng)險(xiǎn)

4.營銷戰(zhàn)略
* 實(shí)現(xiàn)成功的要素
* 明確方向：安全、穩(wěn)定、發(fā)展
* 考慮不同的戰(zhàn)略規(guī)模

5.市場計(jì)劃
* 確定組合：整體產(chǎn)品的概念及其對價(jià)格的影響
* 建立控制儀表板
* 項(xiàng)目的構(gòu)思和規(guī)劃

6.新產(chǎn)品和新服務(wù)的推廣
* 辯識機(jī)會
* 優(yōu)化創(chuàng)造力
* 評估成功需要的條件

7.工業(yè)領(lǐng)域的客戶關(guān)系管理
* 客戶價(jià)值：B2B中的差異化的要素
* 關(guān)系營銷的各類支持手段：網(wǎng)絡(luò)、呼叫中心、傳真、郵寄、直銷
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…