365bet体育在线网投

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促进品牌转换

daozhirenmenzhuanhuanpinpaideyuanyinshishenme?shenmeyuanyinrangrenmengaibianletamendexiguanhuoxiangfa?zheilianggewentiduirenheshichangyingxiaorenyuandouxiangdangzhongyao,duiyub2bshichangrenyuanlaishuoyouqizhongyao。zheishiyinweiwomenb2bshichangyingxiaorenyuanmianlinzheyigeyongyouduogejuecefangdefuzashichangzhong,juecezhidingxuyaozaigoumaizhe、jishurenyuan、guanlizhengcezhidingzhedengjuecerenzhongjinxingpingheng。meigerendoushengchengtamenzuochulelixingjuece。zheipianbaipishuchanshulewomenduib2bpinpaizhuanhuanxingweiyijixingchengzheixiejuedingdefuzachengyindesikao。

danglijie“daozhipinpaizhuanhuandeyuanyinshishenme?”deshihou,womenshouxianyaokaolvdeshishibiechujuyoubutongxuqiudebutongrenqun。 meigerenbeitongyangdeyinsusuoqudongshijishaohuifashengdezhuangkuang。dangran,zheijiadingwomenyijingchongfenlijiewomendeshichangbingqiezhidaowomendekehuzaixuqiuheyaoqiufangmianyoushenmeyangdequbie。

lijiekehuxuqiunenggoubangzhuwomentansuoshenmeyinsukenenghuigaibiangoumaizhedexiangfa。liru,womenrenwei,yigeshengchengzhongshizhiliangderenhuibeiyigegaozhiliangdechanpinsuoxiyin。lingyifangmian,womenrenweiyigeduihuoyuanfeichangzhongshiderengengrongyibeiyigetarenweikeyixinlaideqiangdapinpaisuoxiyin。raner,womenzhidaozheixieshibijiaoculvedeguandian,shiqingbingmeiyouzheimejiandan。

zaiwomensuozuodeguanyub2bshichangshangdexingweiqudonglideshenruyanjiuzhong,womenchangchangdedaosigedianxingdexifenrenqun。benwendabufenduzhesuogongzuodegongsishitigonggongnengxingchanpin(huofuwu)de------zheixiechanpinyonglaifuzhujiazhilianshangqitashangpinhuofuwudeshengchanguocheng。zheixiegongnengxingshangpinkeyiyongxiatudemouyixiangxianlaijieshi(tu1)。

图1 - 战略供应商矩阵

The Strategic Supplier Matrix

365bet体育在线网投zuoxiajiaoshi“qubiezhen”xiangxian,daibiaodijiazhideqiebufuhegongsiweilaizhanlvedechanpin。zuoshangjiaoshi“dianli”xiangxian,daibiaotongzhihuachanpin,zheixiechanpinkenengniandukaizhixiangdanggao,dangongyingshangkeyishizhongduogongsizhongderenheyige,bingbuhuibeicaigoufangdangchengzhanlvexinghezuohuoban。

365bet体育在线网投youxiajiaode“zixun”xiangxianshigeyouqudequnti,chuyuzheigexiangxiandegongyingshangzainiandukaizhizhongbuzhanzhudaodiwei,yinweihuafeixiangduijiaodi,ranerzheixiechanpinhuofuwuduicaigoufangdeweilaichenggongyouhenqiangdezhanlveyiyi。

zuihou,gongchanghejiqidechanpinhuofuwugongyingshangjibenbeibaohanzaiyoushangjiaodexiangxianzhong,zheixiechanpinzaizhanlveshangduiqiyezhiguanzhongyao,yezhanjulezhuyaodechengben。

womenrenweizaimeigexifenquntizhongdemaijiaxingweiyouhendadechabie。liru,qubiezhendegoumaizhekenengshigongsizhongjibiexiangduijiaodideren,kenengshizhuanmenbeiweipaigoumaibangongyongpinhewenjudengxiaoxingwupinderen,yekenengshifuzegongsirichangyunzuozhengchangyunzhuandexiangguanrenyuan。

qubiezhendegoumaizhe buxiangyinweigoumairongyihuaidiaodequbiezhenergandaogangahuoshoudaopiping,lingwaitamenxiwangxinrendegongyingshangkeyitigongyifenyunyingyigexiandaihuabangongshixuyaodequanbubangongyongpindeqingdan------zuihaoshiyizhanshigouwu。danshi,maijiabuxuyaozhidaohenduoguanyuqubiezhendezhishi,huozhetamenshiruheshengchande。shishishang,tamenbuguanxinqubiezhendezhizuoshiyongleshenmeleixingdetiecailiaohuozhewanchengdezhiliangruhe。maijiagengrongyibeixiaoshourenyuandeguanxinhezhongshisuoxiyin,lirujingchangdadianhuajiaoliuhuojideyixieteshuderizi------birushengridangtianshoudaodeyishuxianhua。

jiexialai,womenlaihe“dianli”goumaizhezuogebijiao。zaizheili,gouwuqingdanshangdechanpinkenengzhanleyidabikaizhi,dancongmaijiadejiaodulaikangongyingshangzhijianjihumeiyouchayi。gaixiangxianzhongdechanpinhuofuwutongchanghuishoudaojiageyingxiang,yinweizheishidaozhipinpaizhuanhuandezuixianzhudequdongli。raner,duicongmingdeyingxiaorenyuaneryanzheishigejihui,nenggoujinyibukaifakehuxuqiu,zaijibendedianlixuqiuzhiwaitigongewaidezengzhifuwu,duikehuxingcheng“suoding”。dangranzaizheigexiangxianlihuiyouyixiegongsidegoumaixingweiwanquanqujueyujiage,danyeyouxiangdangdabilidegongsiyuanyiweikucunguanli、jinjipeisongjijishuzhichifuwudengzhifugengduofeiyong。

zaitu1youxiajiaoxiangxiannei,zheixietigongjuyouzhongyaozhanlvexingchanpinhuofuwudegongsiyibanbeikanzuoshixiangguanlingyuzhongdezhuanjia,yinermaijiatongchangduiyigegongyingshangjuyouhengaodezhongchengdu。zaizheigexiangxianneigongyingshangpinpaifeichangzhongyao,ruguozaitedinglingyuxiangyoushengyuyouqiruci。lingwai,gerenguanxitongchangshiyigezhuyaodeyingxiangyinsu。tanlvdijiang,zheishiyigeguanyugerenguanxiwangluoheshengyudexiangxian。

zuihou,youshangjiaoxiangxianyouhuafeijiaodabingqiebeirenweijuyouzhongyaozhanlvexingdechanpinhefuwugoucheng。caigouzheixiefuwudemaijiatongchangbuyuanyizhuanhuandaoqitadegongyingshang。pinpaizhuanhuanshiyoukenengfashengde,danzhiyouzaizixisikaozhuanhuanhouguodeqingkuangxiacaikenengfasheng。liru,hangkonggongsijishaogenghuanxindefeijigongyingshang,yinweitamenxuyaozixiquanhengduibeijianguanli、feijiweihu、yuangongpeixundenglingyudeyingxiangyijigukedekanfa。

365bet体育在线网投suoyi,duiyubutongchanpinhefuwuleixingdezhuanhuanxingweijinxingkaochahou,keyidechushenmejielun?shouxianwomenzhuyidaolixingheganxingyinsutongshiyingxiangjuecedezhiding。zheituchulewomenmianlindeyigeguanjianwenti------gongyemaijiahennanrenkehuoshenzhiyishidaoganxingyinsuduitamendeyingxiangchengdu。

shichangyanjiurenyuanchangshicongbutongshuipinglaihengliangzheixieyingxiang。shouxianshifeichangmingxiande“diyikaolv”shuiping,zheiliwomenxunwenmaijiayigefeichangjiandandewenti——weishenmetamenxuanzemougegongyingshanghuozhecushitamenzhuanhuangongyingshangdeyuanyinshishenme。buchusuoliao,diyifanyingdedaanjiuhewomentongchangyuliaodeyiyang,“womenxuanzezuijiazhiliang,zuijiajiage,dangransonghuofuwuyeshihenzhongyaode。”

365bet体育在线网投zaizheigewentizhihou,yanjiuyuanhuiwenyigetishixingwenti,tixingmaijiazheigeguochengzhongkenengyudaodewenti。zheikeyiqidaojiyihuigudezuoyong,bangzhubeifangzheshibieyingxiangtamenjuedingdexinyinsu。zheigetishixingwentikeyiyouduozhongbutongxingshi。liru,shoufangzhekenengbeiyaoqiuduiyixilieyinsujinxingpaixu,huozheyong 5fenzhihuo10fenzhidafen,huozhejizheixieyinsufenpeidianshu,congerdechunageyinsudequanzhongzuida。

图2 - 通过一个简单的点数分配问题来确定客户需求

我现在想了解您是如何选择液化石油气供应商的。请想象您有100点可以分配在跟液化石油气供应商有关的属性中。您会如何在下面的选项中分配点数:

属性 点数分配
产品质量/性能
产品库存充足及送货服务
价格
客户订单
从供应商得到的技术和销售支持
环境问题
供应商的声誉和品牌
总分(合计为100) 100

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dianshufenpeiyulianhefenxijishutongguojiegouhuadeshichangyanjiufangtanlaichangshijieshixingchenggoumaixingweidequdongyinsu。zheixiejiegouhuadefangtanbenshenbuzuyixiangwomentigongguanyumaijiaxingweihepinpaizhuanhuanyuanyindeshencengdongcha。weileshenrulijie,womenbixuzhuanxiangdingxingyanjiu,jinkenengjiejinyonghudexinli,qulijieyonghuxingweidequdongli。

xianzai,womenxuyaozaiyanjiuzhongkaolvyixiadazhongxinli,congeryanjiuganxingyinsuruheyingxianggoumaijueding。kaolvqichegoumaidazhong,womennengfouzhenzhengbiaodaqingchuweishenmewomencongshiyongdexiaojiaochezhuanhuandaosiquyueyechelaisonghaizishangxue?dangranzheigewentizaibeifangzhenaohaizhonghuidedaolixinghuadechuli,congerdedaolixingdehuida,liru“womenyouyiduandouqiaodeluduanbingqiexiaojiaocherongyixianruxuedi”(shide,jishiyiniankenengzhixiayichangxue)huozhe“wojuedesiqucheduihaizigenganquan”(shide,jishisiquchedewendingxingshijishangruoyudabufenchuantongjiaoche)。yibanlaishuo,womenhuigengrongyikandaotarenshenshangqianchezhehenduodeganxingyinsu,erburongyiconglixingdeziwoshenshangkandaozheizhongqingkuang。

nikenengrenweib2bgoumaiquntibixiaofeizhezhidinggoumaijuecegenglixing,bingqiebuhuiqianchedaogengduodeganqingyinsu。renmenrenweigongsicaigouyuanshitongguotamendezhuanyejinenglaizuochujuedingde,yejiushidabufenjuedingshijiyushishilaizuochude。

365bet体育在线网投zheigeguandiankenengshiduide,danshigoumaizhebuhuizaizaochenshangbandeshihoubatamenganxingdeyibufenliuzaijiali。tu3xiangwomenzhanshileganxingyinsuzaixiaofeipinhegongyepinzhijiandezhongyaoxingyouhebutong------ganxingyinsunenggouqidaotamendezuoyong,tongchangzaigoumaijuedingguochengzhongqidao10%huogenggaodezuoyong。

图3 - 感性和理性因素如何影响购买决定

Emotional and rational factors in the buying decision

zaijixutaolunzhiqianyougehuatixuyaojinyibusikao,jigoumaizheguandianhejishurenyuanguandiandechayi。yibanlaishuo,qianzheqiangdiaojiageerhouzheqiangdiaojishufuwuhechanpinzhiliang。tongyang,zaixiaogongsihedagongsizhijiancunzaibutongdeguandian。chuyuchengzhangzhouqizaoqidegongsiyuchuyuchengshujieduandegongsikaolvzhongdianyebutong。leisidi,fazhanzhongguojiadegongsigenfadaguojiadegongsixiangfayebutong。

365bet体育在线网投zheigetaolunyindaowomenjianliyigepinpaizhuanhuanqudongyinsuliebiao:

pinpaizhuanhuangengpinfandefashengyu:

  • 配套服务很少的商业化产品
  • 买家和卖家之间没有密切关系
  • 产品和服务不需要测试或质量检测就可以被很容易地替代
  • 产品或服务没有知名品牌支撑
  • 新的供应商进入市场,推广购买新的产品和服务的好处
  • 买家曾经转换过品牌,不担心再次转换
  • 对买家公司来说产品和服务不具备战略重要性
  • 转换产品或服务对成本有显著的好处

结论

yidanyingdeyigexinkehu,womendemubiaoyinggaishiquebaojinhoupinpaizhuanhuandekenengxingjiangweizuixiao。womenzheipianbaipishudejielunshi,yousanzhongfangshikeyicujinkehuzhongchengdu,jiandanlaishuo,jiushishikehubuzaizhuanhuanpinpai。

  1. goujianqiangdapinpai

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  2. jianliliansuoguanxi

    365bet体育在线网投qiangdadegongsipinpaibujinjinshigongsimingcheng、pinpaibiaoshihejiazhiguandetuiguang。maifanggongsidexiaoshouhuojishutuanduiyumaifanggongsidecaigouhuozhuanyerenyuanzhijianxingchengdeguanxinenggouzengqiangpinpaiyingxiangli。dangxiaoshourenyuanzaikehushengchanrenyuanshangzaobandeshihousongshangtiantianquanhekafeishihennanzaodaojujuede。ruguotongyigexiaoshourenyuanzaicizhihoutongguogongyinggaopinzhidechanpinlaibangzhukehugongsishunliyunying,maijiahennanhuizhuanhuanpinpai。

  3. jiyuxuqiujinxingkehuxifen

    rangwomencongbenwenkaitoudewentilaiweizheipianbaipishuzuojie。zuihou,kehuxifenshisuoyoushichangyingxiaodejichuhezhongxin,yejiushilijiebinghuiyingkehudebutongxuqiu。tongguolijiemubiaoshichang,jiuyoukenenggoujianbutongdekehujiazhizhuzhanghuodingwei,biqiweimeigerentigongtongyangchanpinhefuwu,zheiyangnenggougengjiajinmidimanzukehudexuqiu,congergenghaodishikehuchanshenggongming。

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very good market intelligence that will be invaluable in helping us understand the market landscape and formulate our strategy.

BP

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