市场开发人员业务指导手册.docVIP

市场开发人员业务指导手册 奥德集团吉黑区域 二〇一一年三月 目 录 第一章 燃气基础知识 第一节 燃气的分类与名词解释···········································3 第二节 燃气输配系统 ··················································12 第二章 燃气设备 第一节 燃气灶·························································16 第二节 热水器 ·······················································20 第三节 单元式采暖炉 ·················································22 第四节 燃气锅炉 ······················································27 第五节 燃气中央空调···················································30 第三章 燃气市场开发业务流程···········································32 第四章 燃气市场开发营销策略 第一节 燃气市场的概念及其定位·········································34 第二节 燃气目标市场营销···············································35 第三节 燃气目标市场调查···············································38 第五章 业务人员基本素质与技能 第一节 业务人员的职业素质·············································42 第二节 业务人员的礼仪·················································43 第三节 谈判须知·······················································45 第四节 企划书撰写·····················································52 第五节 业务成交技巧 ·················································55 第六章 专业化营销知识 第一节 专业化推销的概念···············································60 第二节 业务人员的初访·················································61 第三节 业务人员与客户的接触···········································63 第四节 服务···························································67 第五节 具备优秀业务人员的条件·········································69 第六节 业务人员应克服工作中易犯的错误·································70 结束语 第一章 燃气基础知识 第一节 燃气的分类与名词解释 城市民用和工业企业、商业等用的燃气一般是由多种气体组成的混合气体，其中含有可燃气体和不可燃气体。可燃气体有碳氢化合物、氢和一氧化碳，不可燃气体有二氧化碳和氮气等。 燃气种类很多，城市燃气主要有天然气、液化石油气、人工煤气。本章对燃气公司市场部业务人员应掌握的城市燃气基本知识作简单介绍。 一、燃气的分类 燃气按获取方式可分为天然气、人工煤气、液化石油气。 1、天然气 天然气是由动植物通过生物化学作用及地质变化作用，在不同地质条件下生成、转移，在一定压力下储集，埋藏在深度不同的地层中的优质可燃气体。 天然气一般可分为四种：从气井开采出来的气田气称为纯天然气；伴随石油开采出来的石油气称为石油伴生气；含石油轻质馏分的凝析气田气；从井下煤层抽出来的煤矿矿井气。 天然气的组分以甲烷为主，含有少量的二氧化碳、硫化氢、氮和微量的惰性等气体。甲烷体积份数一般不少于80％，热值一般在40MJ/Nm3左右；密度0.75Kg/ Nm3，比空气轻，爆炸极限为5％－15％（天然气气体浓度）。甲烷沸点－161.5℃，在0