本文通过查阅大量的文献,分析了多种营销理论的发展、适用范
围与局限性,针对工业品的特殊要求,提出了以顾问式营销去应对工
业品销售的思路与方法。

工业品本身的复杂性,以及顾问式营销对销售方的高要求,一个
人单打独斗注定不能完成任务,势必需要不同专业、不同地域、不同
文化人员组成一个顾问团,以顾问式高效团队去完成营销目标。

本文通过对中东地区的环境,工程承包市场的状况,ZL公司在中
东地区的业务运营进行分析并发现问题,顾问式营销团队能很好的解
决ZL公司在中东地区的营销问题。从普遍性的顾问式营销团队建设
到针对ZL公司在中东地区的具体的顾问式营销团队的方案设计,总
结出了对应的解决方案。该方案在团队的有效性模型的建设研宄基础
上,着重论述了顾问式营销团队注重新老关系、创造内外价值、加强
全程服务、优化渠道流程、7x24虚拟敏捷运作、提高投资收益的创新
方法。

但限于时间及作者水平,势必有一些局限性及存在问题,需要继
续深入研究。

关键词:工业品,顾问式营销,团队建设
ABSTRACT
With the deep development of world economy, industrial product plays
a more and more important role, however the related industrial products
marketing theory is not very perfect. At present, we know the theory of
FMCG better.
Through consulting a large number of literatures, analyzing the
development of a variety of marketing theory, the applicable scope,
limitation and the special requirements of industrial products, put forward
the idea of consultative marketing to deal with the sale of industrial
products in this paper.
Due to the complexity of industrial products, and
consultative marketing's high requirements for the sale man, one person
cannot complete the task, we must need a team which consists of persons
with different professionals, different regions, different cultures, to achieve
targets as a consultant team.
Though analyzing and raising problems in terms of environment,
situation of the contracting market and business operations of ZL branch
company in the Middle East, we can find that the
consultative marketing team can solve marketing problems of ZL company
very well in the Middle East. From the universal consultative marketing
team building's design to specific consultative marketing team building's
design of ZL company in the Middle East, the corresponding solution is
summarized. On the basis of study for the establishment of the team
effectiveness model, the solution fully discusses that the consultative
marketing team pay attention to the old and new relationships, create
internal and external value, strengthen service, optimize the process of
channel, 7 x24 virtual agile operations and the innovative method of
improving income from investment.
Take time and ability of author into account, there are some limitations
and problems also need further study.
KEY WORDS: industrial products, consultative marketing, team building