外贸企业维护老客户就一定要关注到及时跟踪服务，这是企业能够和购买方达成长期业务往来关系的重点所在。
荷兰皇家壳牌石油公司每年营业收入超过百亿美元，而净利润也达到了十余亿美元，在国际上有着很高的知名度，为何该企业在行业竞争中能够立于不败之地呢，原因就在于该企业对于跟踪原则是非常重视的。
The so-called tracking principle refers to that in the process of product sales, an enterprise should not only pay attention to selling the product, but also to how to maintain the old customer relationship. After product sales, it should pay full attention to the actual needs of users, conduct after-sales investigation, and understand the problems that users have in the process of product application, or For example, in 2012 Royal Dutch Shell sold petroleum products. The German market has been impacted by other enterprises in the same industry. When the end-sellers sell their products, their profits are reduced because of the other side's attack. In response to this problem, Royal Dutch Shell Oil Company took the first step to reduce the supply price of petroleum products in the region, to ensure that the end-sellers'sales profits are finally at the price. Win the battle of Georgia.
所谓跟踪原则是指企业在产品销售过程中，不仅要关注到将产品销售出去，而且也要关注到如何维护老客户关系，在产品销售之后要充分关注到用户的实际需求，展开售后调查，了解用户在产品应用过程中所出现的问题，或者是在市场营销中和对手企业竞争时所存在的问题等等，例如在2012年荷兰皇家壳牌石油公司所销售的石油产品在德国市场受到了其他同行业企业冲击，终端销售商在产品销售时，由于对方的价格打击而导致盈利降低，针对这一问题，荷兰皇家壳牌石油公司第一时间做出举措，降低该区域石油产品供应价格，确保终端商的销售盈利，最终在价格战中获胜。
维护老客户就一定要关注到老客户的实际利益，在资本市场中一家企业的产品销售效果如何和其终端销售商有着密切的联系性，维护老客户的核心要点就要放在如何让经销商在产品经营过程中降低自身所存在的风险，并且所获得的利润得到保障，这是能够在行业中立足的关键所在，因此在维护老客户方面要重点考虑到经销商的实际需求，而并不是以经销商提出的相关意见为后期问题思考重心，此后再给出相应的决策，这很有可能将产品购买方推入对手竞争企业的怀抱，特别是在打价格战以及区域营销战时所具有的表现极为明显。
As for the maintenance of old customers, the measures taken by Bayer Group in Germany are similar to Shell Group in the Netherlands, but they are different in maintenance and new support. Shell enterprises are concerned about the actual profitability of Niu Xiangchang in the market competition and the difficulty of product sales in the market. Bayer Group pays attention to the degree of recognition of the end-user for the product. When the company sells the product, it pays attention to the actual experience of the end-consumer. In the survey of the end-user experience, the company spends an average of hundreds of millions of dollars a year, which fundamentally taps the actual needs of the users of the product. And take this as the core to formulate product sales strategy, how to customize product prices in different regions according to local trade situation, even if the profit of enterprise product sales is small in the short term, it will launch product sales in a certain region at the lowest profit price to ensure the occupation of the market. The company's application of such measures, so that the company's advantages in the industry competition show, its enterprise product terminal sellers almost do not need to invest too much in the process of competing with other competitors in the industry, the company's brand strength can ensure that terminal operators benefit in the process of product sales.
regular customer; frequent customer直接关联着market competition、production marketing、product user、consumer's ultimate、actual demand; effective demand
维护老客户方面，德国拜尔集团所做的举措和荷兰壳牌集团有着异曲同工之妙，但二者的维护重点并不尽相同，壳牌企业所关注的是终端在市场竞争中的盈利实际表现以及在市场中产品销售时所具有的难度等等问题，拜尔集团关注的则是产品用户最终对于产品的认可程度，该企业产品销售时关注的是最终消费者实际体验，该公司在用户产品使用体验调查这一举措中，平均每年的支出高达上亿美元，从根本上挖掘产品使用者的实际需求，并且以此为核心制定产品销售战略，不同区域产品价格根据当地商贸情况如何分别进行定制，即使在短期内企业产品销售获得利益微薄，也会在某区域以最低盈利价格展开产品销售确保占领市场。该公司这样的举措应用，让公司在行业竞争之中所具有的优势展现了出来，其企业产品终端销售商几乎不需要在和同行业其他竞争者竞争过程中投入太多的举措，公司的品牌力量就能够确保终端经营商在产品销售过程中获益。虽然如上两家大型企业维护老客户时关注的展开方式不同，但是最终效果却完全一致，那就是维护老用户实际利益，为老用户提供全方位的服务，以此提升老客户对于企业的忠诚度。
