本文在对国内大型企业集团或政府组织的营销案例进行分析研究的基础上,结合若干营销管理者的实践经验,总结出了大型组织客户中参与并影响采购决策的关键角色类型及其职位利益特征,着重探讨了大客户采购过程中内部人际因素发挥影响力的途径和影响力的变化规律,从而提出了针对大客户的核心营销策略。 Based on the analysis of the marketing cases of domestic large-scale enterprise groups or government organizations, combined with the practical experience of a number of marketing managers, this paper summarizes the key role types and their interest characteristics in large-scale organizational clients participating in and influencing purchasing decisions , Focuses on the way of influencing interpersonal factors and the changing rules of influence in the process of purchasing large customers, and puts forward the core marketing strategy for large customers.