顧問式銷售在強固型產業的重要性-以G公司為例

Abstract

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Over the past few decades, rugged PCs have been widely utilized in harsh environments, with growing market demand and increasingly diverse customer requirements. Due to the profitability of the rugged PC industry, more companies have entered this niche market, as a result, this business gradually transforms from a blue ocean to a red ocean. This thesis begins by introducing the state of the rugged PC market and defining the concept of consultative selling. By using Getac as a case study, it further introduces and utilizes tools such as SWOT and TOWS analyses. The study explores Getac’s market positioning and challenges. By analyzing both successful and unsuccessful cases, the research highlights how consultative selling fosters a customer-centric approach, enhances value creation, and strengthens long-term client relationships. The study emphasizes the importance of tailoring solutions to industry-specific needs, leveraging structured sales skills like SPIN selling, and having early customer interactions to build trust and competitive advantages. It identifies gaps in Getac’s sales practices and provides recommendations, including structured training programs, cross-department collaboration, and enhanced post-sales engagement. Not only for Getac, but this thesis also offers insights into the rugged PC industry, suggesting how to shift from traditional sales models to total solution providers. By using consultative selling, companies can differentiate themselves, win customer loyalty, and drive further business growth. While the study’s focus on a single company and limited regions presents constraints, it provides valuable insights into the competitive rugged PC market and guidance for future industry strategies.