| With over 100 years' evolution and development, lead acid battery has already become one of the most important power supply being widely used I in various economic fields, such as transportation, telecommunication,power, railway, Mine, national defense, IDC, R&D, etc. It has become one of the most indispensable products to human production and social life.However, according to the related industry statistics report, more and more lead acid battery manufacturers are suffering from gross margin shrink. There are many battery plants scattering all over China, from handmade workshops to modernized non pollution plants equipped with automatic machinery. With so many differences in production technology, production scale, product quality, environment control, many battery plants have to join in the price war in order to seek more market share. The price war may sometimes defeat the competitor; it reduces its own margin and bring more big challenges at the same time. To break through the price war, battery manufacturers need to seek new ways for development, such as brand promotion, channel construction, further market segment, technology creation etc, all these will bring lasting competitive advantages to the battery manufacturers and create healthy competition environment for the whole battery market.With the development of technology, we are entering a brand-new information age, the communication ways and the transaction way for human beings also changed a lot. The development of internet has brought great changes to the transaction ways the whole market and the purchase behaviors of the consumer, which means the environments and methods for traditional marketing & sales has also been changed. The internet could offer quick access to various kindly of information. With its strong advantage in being interactive, easy-to-master and low cost, more and more battery manufacturers began to expand its sales platform by establishing and developing its own IT/IS with the help of modern information technology. It has already become one of the most effective ways for lead acid battery industry to gain lasting competitive advantages.In this paper, we will analysis the characteristics of industrial lead acid battery. First we will define the basic concept and classification for lead acid battery industry, and then we will focus on analyzing the internal situation and the market environment for this industry, this may pave way for our further analysis of the sales & marketing strategy for the lead acid industry. The basic theory applied in this paper includes; Enterprise Marketing Theory, Enterprise Information System Theory, Network Marketing Theory. Combined with the characteristics of industrial lead acid industry, this paper, taking C & D as an example, offer comprehensive analysis of the aim, the strategy and the themes for network sales & marketing mode construction, including:how to use website to offer detailed useful information to its consumers? How to use CRM system to offer all around timely after services? How to share the platform with the distributors to let them gain more understanding of its own customers? How to use network data center to carry out scientific market investigation to offer foundation for strategy making and sales expansion? Meanwhile the detailed steps for establishing CRM marketing portal have been listed in this paper:setting CRM portal strategic objectives; making CRM portal marketing strategy; establishing CRM portal; the use and promotion of the website; customer behaviors analysis and network sales management and evaluation. By doing so this paper put forward specific solutions for current problems faced by most lead acid manufacturers, which could also be used by the concerned companies for reference on how to use network marketing... |
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