【作者】 李伟；

【导师】 余明阳；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2015， 硕士

【摘要】 气动及流体控制元件市场是一个传统的工业品市场,在近150年来的发展过程中,以工业自动化应用为基础,逐步进入了铁路、商用车、能源、生命科学和食品饮料行业等多个细分市场。区别于关键客户管理和渠道管理,快速销售专注于售后市场,满足最终用户设备维护、维修和运行的需求,同时开发和维护中小型设备制造商、系统集成商和经销商等。快速销售可分为电话销售、订单管理、网上交易平台和数字营销等主要职能。在工业自动化领域,快速销售为客户提供快速响应的服务、简易便捷的在线购物体验、以及快速交付的产品,实现高利润、健康现金流量的快速增长、并提升客户的品牌认知。本文立足于实际的案例,研究和分析了2010~2014年的快速销售业务,以及2013~2015年的数字营销活动。在开展业务的过程中,对销售计划和数字营销活动进行分析和改进,收到了良好的效果。有了网上交易平台的支持,新增的客户数量将不再受到人力资源的限制而快速增加。与此同时,传统数字营销的漏斗模式翻转为互动式营销。而微信或将取代论坛这种传统的方式,成为互动式营销的主要沟通工具。通过在假设条件下的销售预测分析,我们发现凭借上千家客户的积累,实现和逐步增强快速销售的聚沙成塔效应,是快速销售这种销售模式,对传统销售模式的变革。更多还原

【Abstract】 The market of Pneumatics & Flow Control is a traditional industrial market.During over 150 years,its applications were deployed from Industrial Automation,to other niche markets,such as Rail,Commercial Vehicle,Energy,Life Science and Food & Beverage,etc.Different from traditional business models,like KAM & Channel Management.EXPRESS focuses on aftermarkets,MRO business of end users,meanwhile develops small OEMs,System Integrators and Resellers.There are four major functions in EXPRESS Team,including Telesales,Customer Service,Webstore & Digital Marketing.In the area of industrial automation,with the competence of fast response,easy access & fast delivery,EXPRESS has come to a great business model: high margin,heath cash flow & fast growing,while improving brand awareness of customer ends.By analyzing sales revenue during 2010~2014 & digital marketing activities during 2013~2015,the improvement took effects in sales plan & digital marketing activities.The good news is Webstore is bringing fast increase of new registrations & new customer sales with no limit of human resource as before.Meanwhile opportunity pipeline of Digital Marketing is being converted into Interactive Marketing activities.And WeChat would possibly replace forum,BBS,as an important communication tools for Interactive Marketing.Below is the analysis based on sales forecast with the assumptions:EXPRESS develops the business with thousands of small customers & takes effects as many littles makes mickle.It grows well the business for Company N,also will make an evolution for the traditional business model.更多还原