研销并举模式在再造烟叶(造纸法)销售中的探索与构建

Exploration and Construction of the Simultaneous Research and Marketing Mode in the Sale of Reconstituted Tobacco (Papermaking)

在企业的生产经营过程中,销售是流程的结尾,而销售也是企业营利水平的体现。该文以山东瑞博斯烟草有限公司为例,论述了传统营销模式在再造烟叶(造纸法)销售中的应用,在面对行业竞争日益激烈的情况下,积极探索,结合现代销售模式,对公司传统营销模式进行改进,构建了一套适用于再造烟叶(造纸法)销售的营销模式,创新了以研发为基础,结合平台优势、考核机制、信息技术管理变革等方法,开展了联合开发营销,技术合作营销、项目合作营销、体验式营销以及一对一营销等多渠道营销模式,实现研发、销售共同参与,减少了销售投入,缩短了研发周期、提升了市场反应效率。

In the production and operation process of the enterprise, sale is the end of the process, and sale is also the embodiment of the profit level of the enterprise. Taking Shandong Ruibosi Tobacco Co.,Ltd. as an example, this paper discusses the application of traditional marketing mode in the sale of reconstituted tobacco( papermaking). In the face of increasingly fierce competition in the industry, it actively explores , combines with the modern sales mode to improve the company's traditional marketing mode and constructs a set of marketing mode suitable for the sale of reconstituted tobacco( papermaking). Then, on the basis of research and development,combing with platform advantages, assessment mechanism, information technology management reform and other methods, we carry out joint development marketing, technical cooperation marketing, project cooperation marketing,experiential marketing, one-to-one marketing and other multi-channel marketing modes. In this way, the joint participation of R&D and sales can be realized, which reduces the sales input, shortens the R&D cycle and improves the market response efficiency.