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目 录
第一章 概述 ........................................................................................................................................4
1.1 建立营销管理系统的必要性 .............................................................................................4
1.2 以“客户为中心”的理念对各营销环节的要求................................................................4
1.3 实现目标 .............................................................................................................................5
1.4 公司战略对营销体系的要求 .............................................................................................5
第二章 总体规划.................................................................................................................................6
2.1 总体架构 .............................................................................................................................6
2.2 服务器配置与组网 .............................................................................................................8
第三章 客户管理.................................................................................................................................8
3.1 客户信息管理 .....................................................................................................................8
3.2 客户组织结构、决策关系、人脉关系管理....................................................................11
3.3 客户交易信息管理 ...........................................................................................................11
3.4 客户关怀管理 ...................................................................................................................12
3.5 客户价值分析 ...................................................................................................................12
3.6 客户生命周期管理 ...........................................................................................................12
第四章 市场管理...........................................................................................................................一三
4.1 竞争对手管理 ...............................................................................................................一三
4.2 市场信息管理 ...............................................................................................................一三
4.3 渠道/经销商管理 .........................................................................................................一三
4.4 市场活动策划管理 ...........................................................................................................14
第五章 知识管理...............................................................................................................................14
5.1 知识管理 ...........................................................................................................................14
5.2 产品档案管理 ...............................................................................................................一五
5.3 历史投标 .......................................................................................................................一五
5.4 销售案例 ...........................................................................................................................16
5.5 知识地图 ...........................................................................................................................16
第六章 机会管理...............................................................................................................................16
6.1 机会漏斗管理 ...................................................................................................................16
6.2 目标客户管理流程与需求跟踪回访流程....................................................................一八
第七章 销售管理...............................................................................................................................20
7.1 客户关系维护管理 ...........................................................................................................21
7.2 客户拜访管理 ...................................................................................................................22