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“七定真言”助推淡季新品推广

2015年06月30日

新品的推广对于经销商来说至关重要。一方面,能够以此调整经销产品组合结构,增加盈利性产品;同时能够以此稳固下游分销网络,增强网络的忠诚度。

那么,经销商如何才能成功推广新品呢?根据笔者多年的一线营销实战经验总结,提炼出新品成功推广的“七定策略”,已被多家经销商应用到实际销售过程中,并取得了很好的效果。

LUSHANGDESHIJIANBINGBUZHANG,CHUXINGDELEQUBINGBUJINJINZAIYUZHONGDIANDEDAHAOFENGGUANG,YILUQINGSHANLVSHUINIAOYUHUAXIANGHUOXUGENGNENGRANGNICONGTOUDAOJIAODEDAOFANGSONG,XINLINGDELVCHENGXUYAOYANTUDEMEILILAIDIANZHUI,XIANGSHOUGUOCHENGYEHENZHONGYAO,BUZHIDAOSHINAGEZHERENSHUOGUO,QUESHIHENYOUDAOLI。YUSHI,ZAILUSHANG,NITINGBUDAOWORENHEDESHENGXIANG;ZAIXINLI,WOYISHIYILUHUANGEPIAODANG。ZHONGTUWOMENZAIMASHANTIYUGUANLVEWEITINGLIULESHIJIFENZHONG,ZAIDENGDIAODUIDEDUIYOU,ERWOXUANZEJIXUXINSHANGZHEIMOSHENGDEXIAOCHENG。

1、定区域  

通天论坛XINPINDETUIGUANGYIDINGBUNENGQUANMIANPUKAI,JINGXIAOSHANGYAOXUANZESHIHECHANPINXIAOSHOUDEQUYUJINXINGXIAOSHOU,ZHEIYUCHANPINDEDINGWEIXIANGGUAN。YIBANLAISHUO,YAOXUANZEJUYOUXIAOFEIQIANLI、BINGYOUXIAOFEIYISHIDEQUYU,ZHEIGEQUYUJUYOUYIDINGDEDAIDONGZUOYONG。

BIRU,ZAIXIANJISHIQU,KEYIXUANZEXIANZAICHENGQUXIAOSHOU,TONGGUOCHENGQUDEXIAOSHOUSHIFANXIAOYINGDAIDONGXIANGZHENSHICHANGDEXIAOSHOU。HUOZHEXUANZEFADADEXIANGZHENSHICHANG、YIJIGONGKUANGDENGDAXINGQIYEJIAOWEIJIZHONGDEQUYUXIAOSHOU,ZHEIXIEDIFANGDEJUMINYIBANSHOURUJIAOGAO,ZHUIQIUCHENGSHISHENGHUO,JUYOUHENQIANGDECHAOQIANXIAOFEIYISHI,CONGERKEYIQUEBAOXINPINTUIGUANGDECHENGGONG。

2、定业态  

通天论坛BINGBUSHISUOYOULEIXINGDEZHONGDUANDOUSHIHEXINPINDEXIAOSHOU,YIDINGYAOGENJUCHANPINDEDINGWEI,XUANZEMUBIAOXIAOFEIZHEJINGCHANGGUANGGUDEZHONGDUANJINXINGXIAOSHOU,CHANGJIAZAICEHUACHANPINSHI,YIBANDOUHUIMINGQUETICHU,DANGRANYEYIKAOJINGXIAOSHANGGENJUZIJIQUYUSHICHANGDESHIJIQINGKUANGDIAOZHENG,LINGHUOBIANTONG。BIRUMOUPINPAIXIUXIANCHANPIN,DINGJIAJIAOGAO,WEILETUPOXIANYOUSHANGCHAOMAICHANGDEXIAOSHOU,JIUZHUYAOXUANZEKTV、JIUBADENGSHISHANGZHONGDUANJINXINGXIAOSHOU,QUDELEHENHAODEXIAOGUO。

3、定终端  

ZHONGDUANDEXUANZEYEZHIGUANZHONGYAO。YIBANYAOKAOLVLIANGGEFANGMIAN。

SHOUXIAN,YAOKAOLVZHONGDUANDESHIFANXIAOYING,YIBANXUANZERENLIULIANGDA、ZAIGAIPIANQUZHONGDUANXINGXIANGHAO、FUSHENENGLIQIANGDEZHONGDUANJINXINGXIAOSHOU,CONGERKEYIDUIZHOUBIANQITADIANQIDAODAIDONGZUOYONG。

QICI,YAOXUANZEZHONGDUANLAOBANZHUTUINENGLIQIANGDEDEDIAN,“ZHEIGEXINCHANPIN,GANGJINLAI,KOUWEIHENHAODE,NINAYIBAOSHISHI”,ZHEIJUPOJUSHASHANGLIDEHUA,SHIXINPINCHENGGONGTUIGUANGDEGUANJIAN,TANENGGOUYOUXIAOCIJIXIAOFEIZHEDESHOUCICHANGSHIXINGGOUMAI。  

4、定目标  

目标管理意识是开展任何销售的关键。新品的推广也毫不例外。一般来说要制定三个目标。
首先,是销售额的目标,一定要明确;
其次,是开发终端数量的目标,必须要具体;
再者,是动销率的目标,要考虑二次进货率。

5、定人员  

BINGBUSHISUOYOUDEYEWURENYUANDOUHUIMAIXINPIN。HENDUODEYEWURENYUANXIGUANLEMAILAOPIN,RENWEIRONGYIMAI,BUFEIDUODAJINGLIJIUNENGWANCHENGXIAOSHOURENWU。DANSHI,TUIGUANGXINPINXUYAOSHUXICHANPINDEMAIDIAN,BINGYOUHENQIANGDEGOUTONGNENGLIHEXIAOSHOUJIQING,XUYAOHAOFEIHENDUODEJINGLICAINENGKAIFAZHONGDUAN。

通天论坛SUOYI,ZAIXINPINTUIGUANGSHI,BIXUXUANZETOUNAOLINGHUO、YOUCHONGJINGDERENYUAN,TADULIKAIZHANYEWU,BINGJIYUYOUXIYINLIDEJILIZHENGCE,YIDINGNENGBAOZHENGXINPINDECHENGGONGTUIGUANG。  

6、定策略  

FEIYONGDETOURUSHIXINPINCHENGGONGTUIGUANGBIBUKESHAODEYAOSU。WORENWEI,FEIYONGDETOURUYIDINGYAOJUJIAO,YIDINGYAOZHAOZHUNSHIDANGDEFANGSHI,XINPINCHENGGONGDESHOUYAOYINSUSHITIGAOCHANGSHIXINGGOUMAIDEJIHUI,ERZHONGDUANXINGXIANGDEDAZAOSHIXIAOGUOJIAOHAODEFANGSHI。

通天论坛YINCI,CHULEJIYUZHONGDUANDIANJIAOGAODEMAOLIZHIWAI,YAOJIANGFEIYONGZHUYAOTOUFANGZAIZHONGDUANXINGXIANGDEJIANSHESHANG,BIRUDUIXIANGCHENLIE、ZHUANSHUCHENLIEJIA、PAIMIANKUODADENG,DOUSHIBIJIAOHAODEFANGSHI。

7、定计划  

新品推广时,必须制定一份详细的作战计划,涵盖各项工作的开展时间、负责人、完成时间、工作标准,稳步推进,并注重过程检讨,灵活调整。 

(该文摘自“来自:ouyanghongnan > 《充电驿站》”)

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