工业产品大致可分为工业商品和工业原料两大类,前者(如汽车)与消费者的关系比较紧密,因此其销售模式与日用消费品并无太大区别,都是以终端的用户为营销中心,而后者作为配套类的工业产品,一般以原料的形式出现,在销售方式上也往往拘泥于直销或所谓的“关系营销”。但随着产品同质化程度的提高和日益规范的市场格局,这种原始的营销方式越来越显露出它的不足来,如回款慢、与消费者需求脱节、市场反馈信息较慢等。因此工业产品的营销创新就成为工业品企业不得不面临的难题。 Industrial products can be roughly divided into two major categories of industrial products and industrial raw materials, the former (such as cars) and consumers are relatively close, so the sales model and daily consumer goods are not much different, are based on the end user for marketing Center, while the latter as a supporting industrial products, generally appear in the form of raw materials, sales methods are often rigidly adhere to direct sales or the so-called “relationship marketing.” However, with the increasing degree of product homogeneity and increasingly standardized market structure, this original marketing has become more and more revealing its shortcomings, such as slow payment repayment, disconnection from consumer demand and slow market feedback information . Therefore, the marketing innovation of industrial products has become the industrial enterprises have to face the problem.