企業(yè)購(gòu)買(mǎi)工業(yè)品的目的是為了投入到再生產(chǎn)過(guò)程中去，工業(yè)品營(yíng)銷不同于一般消費(fèi)品的營(yíng)銷。菲利浦.科特勒（1996）認(rèn)為工業(yè)品營(yíng)銷的主要特性為：產(chǎn)業(yè)客戶，團(tuán)體采購(gòu)，供購(gòu)雙方關(guān)系密切，目標(biāo)客戶群體相對(duì)明確，購(gòu)買(mǎi)者數(shù)量少但購(gòu)買(mǎi)量大。工業(yè)品的采購(gòu)是衍生需求，即工業(yè)品市場(chǎng)的需求隨消費(fèi)者市場(chǎng)的變化而變化；從消費(fèi)彈性來(lái)看，工業(yè)品的市場(chǎng)需求缺乏價(jià)格彈性。

廈門(mén)市哲控工業(yè)設(shè)備有限公司

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