| Modern enterprise was faced with the problem of how to adapt the3C(Customer、 Competion、Customer), the business marketing gradually turn to customer value oriented thinking from product oriented, through meets customer’s needs,creating value for customer to enhance the enterprise’s market competitiveness. As the carrier of delivering value to customer on behalf of the enterprise,sales organization’s ability determines whether the enterprise have the ability to meet the needs of stakeholders,and to create value for customer.How to reengineering and optimization sales and service process under the development strategy of customer value orientation is one of the topics of enterprise.The current study mainly focuses on business process reengineering in the field of enterprise level, less research on sales and service process reengineering,particulary lacked of study on sales process reengineering about business marketing.This research mainly use the theory of customer value to explore the value driven factors of industrial customer purchasing center,combining with business process reengineering thinking, research the general rules of business marketing sales and service process reengineering under the customer value orientation.In this paper the author through the analysis to H company DX product’s sales process in Oil&Gas industry,based on the views of customer value, through interview survey to the target customer,according to the SWOT tools、customer value analysis,study out the proposal of DX product’s sales process reengineering in petrochemical industry in China, combined with project management ideas,modular reengineering and standardizing the sales process. Through the case study,we find out that the ability of sales and service process directly affects the level create value for customers. From the view of customer value, research the sales and service reengineering of industrial products, be great significance to enterprises. |
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