目前在中国以高端进口卡车为代表的大额工业产品的销售方式，基本以直销为主，
其实就是买卖双方有目的的反复接触，不断加深相互了解，由此产生相互信任，从中不
断相互满足对方的需要、欲望和需求，直到通过对等的条件来实现相互交换并期望长期
共赢的过程。在销售中，人是决定性因素。

斯堪尼亚作为国际领先的卡车制造商，在中国作为高端卡车的代表，如何应用激发
潜在需求理论，结合自身产品属性和客户特征，进行营销策略的创新，已经成为在中国
快速成长的关键。

基于这种认识，本文对斯堪尼亚卡车的终端客户的销售策略进行了探讨。先介绍了
车辆的基本概念，然后用 PEST 方法对宏观环境进行分析，得出了目前销售市场的外部
环境，从而得到需求的来源以及为刺激需求而使用的激励理论。再根据斯堪尼亚卡车目
前在中国的现状和困难，运用激励潜在需求的理论设计出一整套高效率的客户激励策略，
并且把这种策略应用到各种不同的客户类型上。

本文通过对斯堪尼亚卡车公司销售策略的研究，将激励潜在需求这一营销学的观点
进行了概况和丰富，在理论上为类似企业提供了可借鉴的理论与分析工具。

关键词：需求、激励、销售

Abstract
This case quoted a salesman who sell Scania truck products experienced in one day,
display the range of these kinds of products in trouble
At present, in China the way to sell high-valued items such as imported truck that was
face to face deal with mainly. in fact, it is just a way through continuous communication, etc,
deepen mutual understanding, mutual trust，then continue to meet each other's needs, desires,
utilizing equivalence condition to realize process of exchange each other and expected
long-term win-win., man is the decisive factor in sales.
Scania is one of the world's leading manufacturers of trucks, as a representative of the
high-end truck in China, how to stimulate potential demand, combined with their own product
attributes and customer characteristics, innovative marketing mode, has become the key to
rapid growth in china.
Based on this understanding, this article discussed the end customers of Scania truck
sales strategy. Firstly, introduced the basic concept vehicle, and then on the macro
environment were analyzed by PEST method, the current market environment, in order to get
the sources of demand and to stimulate demand and the use of incentive theory. Then
according to the situation and difficulties of Scania truck in China at present, the use of
incentive and potential demand theory, design a set of efficient customer visit tactic, and this
tactic is applied to a variety of different types of customers.
In this paper, through the study of Scania Truck Company sales tactic, will stimulate the
potential demand for the marketing point of view the situation and rich, in theory for similar
enterprises to provide the theory and analysis of reference tools.
Keywords: demand; prompting; sale