The Research On Marketing Mode Of ABB Xiamen Company

To keep the sustained sales growth is the top priority of the sales manager, all the manpower and deployment of the firm are around this goal. ABB Xiamen company is a typical corporate with excellent R&D team, excellent production team, good service and outstanding sales team. However, to maintain the sales growth is also a tough proposition. Our purpose of this issue is to explore the original sales model of ABB Xiamen Company, to analysis, to study and to propose a new improved marketing mode.The inception of ABB Xiamen Company’s marketing model is oriented by the products. ABB owns advanced technology, quality-reliable products. The superiority of the product is the main promotion means by the salespeople, which have made great achievements. However,our competitor’s products quality has been improving, and the promotion has been increasing; Whilst, the global economy is in recession, with the market capacity is in decline, all the budget has been compressed, and the staff has been cut. We have to change the existing marketing model.With less and less advantage of our products, Customer relationship becomes more and more important for us. Good customer relationship not only could guarantee our existing orders, but also can have an impact on our future orders. Customer relationship will influence on our business continued to increase in two aspects; Firstly, it will bring about repeat purchase opportunities; Secondly, it will help us with customer recommendation. Repeat purchase is the customer relationship reflects on the same client; otherwise, customer recommendation could affect among different customers.In this paper, based on the summary of ABB Xiamen company’s original marketing model (which is oriented by products), it focus on the products, also proposes the important partnership marketing model combing with customer service. Based on the partnership marketing mode, it suggests restructuring ABB Xiamen Company’s sales team.Meanwhile, it puts forward new concepts with the ideas of partnership marketing, the development of customer relationship, and the strategy of product development, along with the improvement of the salespeople’s efficiency etc.