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时下,人们都把市场经营销售工作喻为“龙头”。在我们这个乡镇小企业里也感到这个比喻恰如其分。固然,一个企业的产品能不能占领市场,关键在其质量,但要真正得到市场承认,被用户接受,还必须搞好搞活营销工作。 我厂生产的“双嶷山牌”农用三轮车,从1992年的3000辆逐步提高到1995年的25000辆,连年翻番,做到产销平衡,经常供不应求,这与厂领导和我们全科人员不畏艰辛忘我的工作精神和具有一定的技术业务素质密不可分的。 一、注重营销人员的选用和培训,提高他们思想、技术和业务素质,每个营销人员都身有两重性,他在市场上一要代表用户的利益,二要代表企业的形象。因此,我们一是在选拨这些人才时就注意他们的文化素质,看他们的思维是否敏捷,口才是否流利,行为是否利落乃至其仪表如何;二是在被选后,把他们放到生产第一线去,从头到尾地学习产品制造知识和技术,并限制在一定时间内能拆、能修、会装配,会处理一般常见性的技术问题;三是培训他们对自己产品性能、功能、效率的宣传介绍能力和市场信息搜集反馈能力,为用
Nowadays, people all regard the market sales and sales work as “leading”. We also feel that this metaphor is appropriate in our township and small businesses. Of course, whether or not a company’s products can occupy the market depends on its quality. However, if it is truly accepted by the market and accepted by users, it must also do a good job in invigorating marketing work. The “Shuangyushan Brand” agricultural tricycle produced by our factory has gradually increased from 3,000 units in 1992 to 25,000 units in 1995, and has doubled in successive years to achieve a balance between production and sales. This is often in short supply, which is incongruous with factory leaders and our general staff. The arduous work spirit and indefinite technical business quality are inseparable. First, pay attention to the selection and training of marketers, improve their ideological, technical and professional quality. Each marketing person has duality. He must represent the interests of users on the market, and he must represent the image of the company. Therefore, we first pay attention to their cultural qualities when selecting these talents, and see if their thinking is agile, whether eloquence is fluent, whether the behavior is neat and even how their instruments are; second, after being selected, put them in production. Go to the frontline and learn product manufacturing knowledge and technology from beginning to end, and limit the ability to disassemble, repair, and assemble in a certain period of time. It will deal with general common technical problems. Third, train them on their own product performance, function, Efficient advertising and presentation capabilities and market information gathering feedback capabilities for use