电话营销当前热点问题与对策研究

【摘要】随着信息时代的来临，科研技术的突飞猛进，电话已不再是令人望而却步的昂贵奢侈品，取而代之的，是每家每户的必备通讯工具。现代社会产品变化日新月异，销售方式层出不穷，由于电话独具的便利性，以电话作为销售工具的电话营销，正是一种新型的营销模式。本文先对电话营销的发展现状、媒体优势等基本状况进行描述，然后在参考文献的基础上具体罗列论述了国内企业执行电话营销过程中常见的热点问题与解决方法。在对策研究阶段，笔者分别强调了必须有正确的电话营销目标选择和市场定位，要善于运用发挥营销组合的4P作用，另外建立完善的数据库资源和借助DM营销都是必不可少的。最后，纵观全文，笔者从DM的投寄使用和管理人员的工作两方面提出了几条建议。
【关键词】电话营销， 电话销售， 销售人员， 客户
【Abstract】With the information age coming, technology developed rapidly, telephones are no longer expensive luxury goods, Instead, they are necessary communication tools in all families. merchandise and modes of sale change quickly every day in the modern age. Because of the unique convenience of telephone calls as a sales tool for marketing, is marketing a new model. First of all, this paper will describe the development of telephone marketing, the definitions, the characteristics, the classification and so on ,and then from a business perspective on specific implementation of the process of telepmarketing. Prepared in a telephone marketing stage, The first step for the company to do is to build a database of customer information. The next step in the establishment of the database is a good market segments, then identify target customers and make a right position. Telemarketing communication process is more dependent on the skills of sales staff. The last step of telephone marketing is to adopt Different types of customers for different services. Final, author makes several recommendations from the DM use and the work of management.
【key words】Telephone Marketing , Telephone Sales , Salesman

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