【正文】 錢啤集團市場開發(fā)運作手冊浙江錢江啤酒集團股份有限公司目 錄使用說明 .....................................................................................4第一章 局域市場拓展的整體規(guī)劃 .......................................5一．局域市場拓展的整體規(guī)劃 ................................................................................6二．新市場開發(fā)工作內(nèi)容 ........................................................................................6三．新市場開發(fā)工作流程 ........................................................................................7第二章 新市場市場狀況調(diào)查 ...............................................8一．市場評估 ............................................................................................................9市場定性 ...........................................................................................................9市場資料收集 ...................................................................................................9市場分析 .........................................................................................................15網(wǎng)絡(luò)網(wǎng)點規(guī)劃 .................................................................................................16商業(yè)風(fēng)險分析 .................................................................................................16二．市場容量預(yù)測 ..................................................................................................17附件一 市場調(diào)研簡易問卷 .....................................................................................18附件二 ( 城市) 有效終端情況匯總表 ......................................................22附件三 15 分鐘判斷超市經(jīng)營狀況 ......................................................................26第三章 市場開發(fā) ...................................................................29一．經(jīng)銷商設(shè)立的流程 ..........................................................................................30二．潛在經(jīng)銷商資料來源 ......................................................................................30三．準經(jīng)銷商考評內(nèi)容 ..........................................................................................31附件一： ..................................................................................................................................36四、錢啤集團與中間商職責(zé)劃分 ..........................................................................37五．經(jīng)銷商培訓(xùn) ......................................................................................................38附件：錢啤城市經(jīng)銷商（銷售）甄選洽談提要 ..................................................38第四章 建立分銷網(wǎng)絡(luò) ...........................................................41一．經(jīng)銷網(wǎng)絡(luò)開發(fā)流程 ..........................................................................................42二．經(jīng)銷商的分類 ..................................................................................................42三．當(dāng)?shù)亓闶矍滥芰γ枋?..................................................................................42四．經(jīng)銷商的鎖定與開發(fā)計劃 ..............................................................................431．各類經(jīng)銷商開發(fā)的要點 ....................................................................................................452．經(jīng)銷商開發(fā)的基本原則 ....................................................................................................48五．經(jīng)銷商加盟會議 ..............................................................................................491．會議組織、實施人員 ........................................................................................................492．會議流程 ............................................................................................................................493．會議議程 ............................................................................................................................49六．商、超經(jīng)銷商選擇標準 ..................................................................................49附 經(jīng)銷商考評表 ...................................................................................................51第五章 市場維護 .....................................................................52終端管理與控制 ................................................................................................53終端陳列標準 ....................................................................................................53導(dǎo)購管理、講解培訓(xùn)與考核 ............................................................................53第六章 市場操作 ...................................................................54一．錢啤集團營銷推廣策略 ..................................................................................551．錢啤集團營銷推廣的主要任務(wù) ........................................................................................552．錢啤集團營銷推廣的主要傳播內(nèi)容 ................................................................................553．錢啤集團營銷推廣活動的內(nèi)容與類別 ............................................................................554．錢啤集團營銷推廣活動的策略 ........................................................................................56二．區(qū)域市場的營銷推廣策略 ..............................................................................561．區(qū)域營銷推廣活動步驟和內(nèi)容 ........................................................................................572．區(qū)域市場廣告運作策略 ....................................................................................................60三．營銷推廣運作流程流程 ..................................................................................611．錢啤集團營銷推 廣運作辦法 ............................................................................................612．營銷推廣費用報銷時所需相關(guān)資 料 ................................................................................623．營銷推廣年度計劃申報流程 ............................................................................................64 營銷推廣季度 計 劃申報流程 ...........................................................................................655．錢啤集團項目實施申請申報流程及費用審批流程 ........................................................656．錢啤集團營銷推廣項目費用結(jié)算流程 ............................................................................66附件一 分公司年度營銷推廣計劃申請表 .....................................................