略谈企业销售的心理战术 .doc

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1、毕业设计报告（论文）课题名称略谈企业销售的心理战术专业市场营销学生姓名学号63041指导教师起讫日期2012年8月--2012年12月设计地点摘要随着经济和社会的发展，企业的市场营销能力得到了大幅度的跃升。大部分企业也都看到了市场营销的重要作用。但同时也看到了，产品在销售中的竞争越来越激烈，大小企业的在市场中不断的寻求花样的销售，刺激消费者的心理，使之产品的销量突飞猛增。一切从消费者的利益出发,一切从消费者的现实需要出发,一切从消费者的价值取向出发,这便是企业慢慢趋向的市场营销宗旨。文章主要分析了，当前市场现状，客户及消费者的心里对企业

2、的影响，并提出了针对性的企业销售策略。关键词：心理战术；企业销售；消费者心理；客户心理；企业销售策略；目录1.销售的概念·························································11.1“确实需求”·······················································11.2“潜在需求”·······················································11.3市场细分················

3、··········································21.4确定目标市场·······················································21.5市场定位···························································31.6制定市场营销计划···············································32.市场销售·······························

4、·····················52.1市场现状······················································53.客户心理状态分析·····················································63.1心理战术运用··········································63.2客户的消费心理分析············································63.3消费者心理分析····

5、······································84.企业应对客户及消费者心里的策略····································94.1简单阐述···························································94.1.1当客户异议厂家产品价格太高·······································94.1.2当客户异议厂家的政策不够灵活··································

6、··104.1.3客户异议要求“独家经销或者总代理”时·····························114.1.4当客户异议“市场不景气生意难做过一段时间再说”时················124.1.5当客户异议要“铺底资金”时·······································134.1.6当客户异议“没有钱”时·······································134.1.7当客户异议“XX以前经营你们公司产品，做得并不成功呀”·············134.2

7、应对消费者的心里策略·······································13结论··································································15参考文献······························································16致谢····················································171.销售的概念1.销售的概念：任何产品或者服务之所以

8、能够销售的原因，是因为它能够满足人们的需求货着欲望，是因为它能够解决人们的问题，为人们带来效益。人们购买是因为有需求,有需要，有需要的欲望或者需要等着解决问题。1.1“确实需求”人们的需求或者问题有时候是清