决定市场竞争胜负的关键性资源——大客户已经成为众多企业争夺的焦点,而大客户销售成功与否受许多非理性因素影响,本文从阐述分析采购影响者原因入手,对采购中心成员构成理论进行改进,提出了“指导人员”这种特殊的角色分类,根据实践经验总结出了一种帮助分析采购中心的工具——采购影响者记录评价表,对大客户营销实践工作有一定的指导意义。 Key customers decide the outcome of the market competition - large customers has become the focus of competition for many businesses, but the success of large customer sales are affected by many irrational factors, starting from the analysis of the reasons for the impact of procurement, procurement of members of the composition Theory is improved, the special character classification of “instructor” is put forward. Based on the practical experience, a tool to help analyze the purchasing center is summarized, which is the guideline of purchase influencer records, which can guide the practice of big client marketing. significance.