Study on Big Order Selling in the Framework of Strategic Marketing Analysis

Abstract

This paper aimed at researching big order selling. In the past, there were very few researches based on this in China. Therefore, in this paper, relevant literatures will be reviewed again, and theories such as “strategic marketing analysis” and “4Ps”, which were widely used in studying transaction costs and marketing tactics, will be employed to study the big order selling. In addition, research approaches of literature survey, case study, induction and comparative analysis have also been used. Generally speaking, big order selling is quite different from other orders; this paper explores how to successfully complete it. Firstly, this paper analyzes the characteristics, essences, and prerequisites of big order selling. Then, it introduces the theory of strategic marketing analysis. This paper’s author points out that it is critical to build up a sort of adapting organizational structure, which further carries out the principle of relationship marketing and fleshly explains 4P tactics with the four kinds of costs derived from the theory of strategic marketing analysis. This paper also offers some concrete suggestions such as paying more attention to the process, emphasizing demand surveys, attaching importance to two types of costs: information searching cost and moral crises cost, using epilogue skills with caution, and so on. The findings of this study include following standpoints. First, the purpose of big order selling is to offer a systematic solution to thorny problems facing customers. Second, big order sales are typically complex purchases. Customers have high requirements for a company’s prestige. Third, the ultimate total cost borne by customers play s a key role in big order sales. In short, this paper aims to provide some theoretical guidance and reference for those who specialize in big order selling.