"Solution Selling" Research For Simphoenix Electric Co. Ltd

Since enter the new century,Chinese automation market have faced challenges from all sides,such as strict requirements from customers for new technology,the disappearance of Chinese demographic dividend.Business conditions are facing great challenges,sales stagnated;many small and medium enterprises are eliminated under this condition.To seek development in fierce competition market,Chinese enterprises must change the previous single product sales model based on industry characteristics,and adjust the sales model to meet customer needs.Solution selling in automation enterprise is a new sale model,which is different from product selling.This model is conducted by analyzing the market situation,understanding customer needs and combined with the company's R&D strength to develop specific technical solutions.Simphoenix Electric is one of the private automation companies,which was born in the beginning of this century.In the past decade,it has developed rapidly,and it's very typical in Chinese automation industry.But with the slowdown in China's economy,the previous extensive development model cannot guarantee the Simphoenix Electric developed stably.In this paper,use interviews,investigation and other methods,combine theory with practice to analyze the sale problems and the implementation of solution selling of Simphoenix Electric,summarize the great achievements and get some conclusions about solution selling.This paper is divided into five chapters for preliminary study about solution selling.The first chapter is the introduction,it mainly introduces the background and significance.The second chapter introduces the marketing management theory,mainly studies from the marketing 4p and 4c theory,analyze the channel selling model and solution selling model derived from these two theories.The third chapter is the case introduction;introduce the milestone for ten years of Simphoenix Electric,and the design,implementation,result of solution selling.The forth chapter analyze this case through case study,get some conclusion and some thoughts.The fifth chapter introduces the main conclusions and the prospects for future research.This article aims to explore a type of selling model suit for current market situation for Chinese private automation enterprise,in the hope of helping automation enterprise to improve selling model.