市场营销人员业务手册 中裕燃气控股有限公司.docVIP

市场营销人员业务指导手册 中裕燃气控股有限公司 ZhongYu gas Holdings Limited 前 言 中裕燃气控股有限公司成立于2003年7月，并在香港创业板块上市，经过创业者们的共同努力，现已成长为国内区域性燃气专业供应商，为内地屈指可数的几家在香港上市的燃气企业之一。管理总部设在中部商贸中心城市郑州市，现有10家全资、控股公司和分支机构分布在河南、山东及香港。 中裕燃气以城市燃气为主业，现已气化8个城市并拥有当地政府授予的燃气特许经营权。在气化城市开发、管网设计、安全运营和优质服务方面积累了丰富的经验，形成了独特的运作模式，赢得用户的信赖与支持。 中裕燃气作为专业的燃气供应商，以“推广新能源、泽裕新生活、用户满意，政府放心，企业发展”为经营理念，在“利国、利民、利企业、利个人”的价值取向原则指导下，以财务控制为主线，以科学管理为手段，以先进技术为依托，以人力资源为根本，以市场开发为导向，努力培养诚实守信、精诚合作、有着进取精神的团队。 在燃气公司的主业务中，市场开发是龙头，是企业面对社会的第一张面孔、是企业的窗口，所以通过编辑本“业务手册”，旨在能够使我们的市场营销人员掌握应知应会的专业知识、业务技能和开发过程中的技巧，以便大家通过不断地学习、实践，逐步提高个人的工作成绩来提升公司的业绩，实现个人与公司的共同成长。 2006年9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······