Study Of Sales Strategy And Analysis Of Staple Equipment Purchase Behavior Of State-owned Monopoly Enterprise

Person is constitutes the basic essential factor of market, is the final object of the enterprise market sells action. This article studies the state-owned monopoly enterprise market is the typical humanities operation sells the market. This article from to the state-owned monopoly enterprise's market knows, the purchase behavior analyzes to the competitor analyzes, and synthetically study this market characteristic and the operation rule, finally produced a practical sells strategy. One, the type and characteristic of state-owned monopoly enterprise staple equi pment market The state-owned monopoly enterprise's type, the state-owned monopoly enterprise has the pivotal function in in our country economic development, they often shoulder many very important items, some even is the state economy life line. The main classification has the market monopolizes, the government monopolizes, the nature monopoly. The state-owned monopoly enterprise staple equipment market characteristic, the buyer are less, the purchase amount is big, the supply and demand both sides relations is quite close, the buyer geography position relative centralism, requirement flexibility is small, the demand undulates in a big way, the specialist purchases, the much more person which affects the purchase and so on is all the state-owned monopoly enterprise market characteristic. Two, the state-owned monopoly enterprise large amount equipment market purchase behavior analyzes. The state-owned monopoly enterprise large amount equipment buyer purchase behavior predominant type, we also may divide into the state-owned monopoly enterprise large amount equipment market purchase three types namely: Newly task, revision again buy, directly again buy. Participation decision personnel to the state-owned monopoly enterprise large amount equipment purchase are quite many, there are following several kinds,user, influence, decision, purchaser, manipulative person. The primary factor effect the state-owned monopoly enterprise large amount equipment purchase decision, which is environmental factor, enterprise factor, interpersonal factor, buyer. State-owned monopoly enterprise large amount equipment purchase decision process: 1, find and the confirm demand, 2, describe demand 3, confim demand item performance 4, seeks the appropriate supplier 5, bring forward project 6, choose appropriate supplier 7, constitute general order procedure 8, inspect operation situation. Three, the state-owned monopoly enterprise large amount equipment supplier competitor type and analyzes The large amount equipment supplier competitor type has following four main classifications, traditional well-known inner enterprise, emerging factory, special relational proxy, inner company in one system. The traditional well-known inner enterprise frequently keep ahead in the brand localization, the market share, the product scope and the depth, the advertisement expenditure, but the emerging factory all tightly follows in several aspects , what other two types factory is main is the dependence does the special relations is the focus. Four, constitute sells strategy aim at the state-owned monopoly enterprise large amount equipment purchase. Product strategy, in the state-owned monopoly enterprise large amount equipment market, as the product particularity, each product is produced abidanced the order basically, therefore we must pay attention to product difference. But a phenomenon which frequently seen in this market is: Lets the essential customer and the purchase department participates exploitation, this kind of product lets the user feels making for himself, the effect naturally is twice result with half the effort. The brand and the brand management, the brand is not one alone exists inside themarket it is one kind of faith which establishes besides markets, this kind of faith once be formed, finally can have the similar superstition concept in the latent purchase community, the brand strategy is diligently makes the most luxurious well-knownness and fine reputation combo. Service strategy, but in the state-owned monopoly enterprise large amount equipment market, the service difference is the most important, after all these products all are extremely specialized products, no product sale at all without service. We need establish one set of perfect services classifications system, different type product must have different service crowd tracks, simultaneously need establish good cooperation standard with the buyer, in the product beginning lets the buyer take part in product basic use and the maintenance, enterprise must complete training work himself, like this not only can save the massive services cost, moreover also can let the customer most greatly understanding product, some also may put forward reasonable proposal, also can greatly satisfy the customer's need, provides product and service which acts according to circumstances. The price strategy, fixing a price in the state-owned monopoly enterprise market, is absolutely different There is three classification in fix a price ,low middle or high, An enterprise is strong like cow choosing the high price, first bends choosing a low price strategy, or choosing middle strategy? The most strategy also must according to product market localization, this enterprise's strength, and product life cycle determines. An enterprise make high price appearance in the market, let's feel the product worth his price; Or lead a low price fights, this mainly lie on the enterprise the localization. In the state-owned monopoly enterprise large amount equipment market, competition bid is the most method which determines the final price level, therefore we frequently need to establish one reasonably quoted price.model to coach our price. Five, the special customer management strategy aim at state-owned monopolyenterprise's The new customer raise exploitation strategy, we can give one image analogy in exploitation new customer , each attacking a new customer like pursuing one attractive girl, certainly each one pursue girl's method is different, every girl's type also is different, which needs us decides expenditures by the basis of income detailedly oneself pursue policy. Maintains old customer loyalty strategy, enterprise must carry on subdividing to the customer, then carries on the classified management by the subdividing foundation ,and takes the corresponding countermeasure. We may fractionize the loyal customer according to the profit contribution size and the customer short long-term two dimensions. Mainly divides into four kinds: " butterfly ", " good friend ", " stranger ", " mystical ". The enterprise should take the corresponding countermeasure according to each kind of situation. Manages these can cause the enterprise profit but not loyal customer " the butterfly " key is, when they purchase as far as possible makes a profit from them Both the energy band comes the profit to these and loyal customer " good friend ", carefully protects them then is more appropriate. As for the loyal but carrying no profit customer " mystical ", what you need to do is determining whether they do have the potential which the increase expends. Finally, as for the " stranger "who is not loyal and can not take profit any more , the answer certainly: Earlier recognizes them, does not make any investment to them.