二手挖机的营销策略研究.doc

二手挖掘机的营销策略研究本文摘要 本文研究的对象是现在国内渐渐走势好的二手挖掘机行业。国内二手挖掘机经过20多年的发展正在步入正轨，走势良好，但因为管理、经销模式、宣传，竞争等原因，也正面临一次产业的革命。目前的挖掘机市场，主要是新挖掘机以及国外二手挖掘机市场，国内二手挖掘机相对于国外二手挖掘机的起步早，还是在起跑线上。如何走好自己未来的路，走出一条可持续发展的道路，是现在二手挖掘机企业所要解决的问题。就目前的国内经济政策，营销战略的研究，客户之间关系的管理，产品的价格，业务员的销售模式，消费者的消费爱好，探讨一下二手挖掘机的未来发展方向，销售模式和趋势。关键词 二手挖掘机 销售模式 发展方向 Marketing strategy to used digContent Summary The object of this study is now gradually trend of good second-hand excavator industry. Domestic second-hand excavator back on track after 20 years of development is a good trend, but because the management, distribution model, publicity, competition and other reasons, is facing an industrial revolution. The excavator market, mainly the new excavator and foreign second-hand excavator market, domestic second-hand excavator foreign second-hand excavators started early, or at the starting line. How to Take on the way out of a path of sustainable development, is now used excavator enterprises to solve the problem. The current domestic economic policy, marketing strategy, relationship management between the customer, the price of the product, the clerk of the sales model, the consumer’s preferences, to explore the future direction of second-hand excavator, sales patterns and trends.Keyword used digging machine sales model development direction 目录本文摘要----------------------------------------------------Summary--------------------------------------------一、引言-------------------------------------------二、绪论----------------------------------------------------------------- （一）研究背景-------------------------------------------------- 1.论文研究的目的与意义-------------------------------------- 2.国内外研究现状----------------------------------------------- ①国外现状--------------------------------------------------- ②国内研究现状--------------------------------------------- 3.论文研究方法-------------------------------------------------- 4.论文理论基础-------------------------------