略谈企业销售的心理战术毕业论文.doc

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5321614710163041 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·························································1 1.1“确实需求” ·······················································1 1.2“潜在需求” ·······················································1 1.3 市场细分··························································2 1.4确定目标市场·······················································2 1.5市场定位···························································3 1.6制定市场营销计划···············································3 2.市场销售····················································5 2.1市场现状······················································5 3.客户心理状态分析·····················································6 3.1心理战术运用··········································6 3.2客户的消费心理分析············································6 3.3消费者心理分析··········································8 4. 企业应对客户及消费者心里的策略····································9 4.1简单阐述···························································9 4.1.1当客户异议厂家产品价格太高·······································9 4.1.2当客户异议厂家的政策不够灵活····································10 4.1.3客户异议要求“独家经销或者总代理”时·····························11 4.1.4当客户异议“市场不景气生意难做过一段时间再说”时 ················12 4.1.5当客户异议要“铺底资金”时·······································13 4.1.6当客户异议“没有钱”时·······································13 4.1.7当客户异议“XX以前经营你们公司产品，做得并不成功呀” ·············13 4.2应对消费者的心里策略·······································13 结论··································································15 参考文献······························································16