供应商能力营销的方式—基于客户推荐的视角

How Suppliers Marketing Their Competence to Customers—From the Perspective of Customer Reference

摘要: 客户推荐是B2B市场中供应商能力营销的主要工具和方式。本文在分析客户推荐对供应商能力营销作用的基础上，指出供应商利用客户推荐开展能力营销的四种具体方式：展示推荐客户名单和推荐信、宣传成功故事与典型客户案例、散发新闻报道材料和媒体资讯、组织潜在客户参观推荐客户的工厂或车间。这些结论在理论上为研究客户推荐这种新型营销资产提供一些新的观点和知识，在实践上为产业供应商利用客户推荐和开展能力营销提供新的思路。

Abstract: Customer reference is a key tool and way for suppliers to marketing their competencies to cus-tomers in B2B markets. This paper put forward four methods of competence marketing based on the role of customer reference in marketing competence: showing referrer customer lists and their reference letters, communicating successful stories and customer cases, distributing news material and media reports about their technology successes, and arranging potential customers to visit referrer customer’s firm. These conclusions provide some new opinions and insights for other scholars to research this topic, and offer some different approaches for industrial suppliers to do marketing of competence to customers.