增值销售（VALUEADDED SELLING）——GVR加油机国内市场增值销售策略研究.doc

Y ?62695 对外经济贸易大学 工商哲理领士 (MBA)学位论文 论文题目：增值销售（Value-added Selling) _ _GVR加油机国内市场增值销售策略研究 关键词：增值销售加油机GVR Key words: Value_added Selling, Oil dispenser, GVR 李洪毅 研究生姓名: 学 号： 导师姓名： 200320331120647 熊伟 论文起止时间：2005.11—2006.04ABSTRACT From the invention of the first car in the world, the gas station for fueling the car is the tide. Car industry blooming, private car increasing greatly, petronium retail growing fast, more gas station set up like the bamboo shoot after raining. There are 42 petronium dispenser manufactures in China in 2004，the total sales is 80,000 hoses in 2004. By the end of 2004, in China, there are 42 dispenser manufacturers with total sales of 80,000 hoses. Chinas WTO entry and multinational oil company entering China market give dispenser industry unprecedented opportunity and challenge of development. There is no any big differenciation in the product and service of the dispenser manufacture. It drives the focus of the customer turn to the price from the same product and same service. More and more manufactures are trapped in the battle of low price. The resource owed by corporation is exhausted and the sustainable development isnt achieved for ever. Value-added selling is the commerce study which is consumer oriented and can bring special benefit to customer. It is the useful weapon to get advantage in new environment. Therefore, its the linchpin of the sustained development of corporate how to achieve more effient value-added selling than competitor in so fierce market competition. The key point of thesis: Introduce the theory and compare it with traditional selling. To analyse the circumstance in the dispenser industry and GVR China cooperation, brings forth value-added selling strategy and method on the basis of the above theory. More focus on VOC (Voice of Customer), enhance the development capability, lean manufacture, branding and channel management，setting up the value-added cooperation and focus on the value and requirement of customer. Thi