【正文】 1 / 73 錢(qián)啤集團(tuán)市場(chǎng)開(kāi)發(fā)運(yùn)作手冊(cè)浙江錢(qián)江啤酒集團(tuán)股份有限公司目 錄2 / 73使用說(shuō)明 .....................................................................................4第一章 局域市場(chǎng)拓展的整體規(guī)劃 .......................................5一．局域市場(chǎng)拓展的整體規(guī)劃 ................................................................................6二．新市場(chǎng)開(kāi)發(fā)工作內(nèi)容 ........................................................................................6三．新市場(chǎng)開(kāi)發(fā)工作流程 ........................................................................................7第二章 新市場(chǎng)市場(chǎng)狀況調(diào)查 ...............................................8一．市場(chǎng)評(píng)估 ............................................................................................................9市場(chǎng)定性 ...........................................................................................................9市場(chǎng)資料收集 ...................................................................................................9市場(chǎng)分析 .........................................................................................................15網(wǎng)絡(luò)網(wǎng)點(diǎn)規(guī)劃 .................................................................................................16商業(yè)風(fēng)險(xiǎn)分析 .................................................................................................16二．市場(chǎng)容量預(yù)測(cè) ..................................................................................................17附件一 市場(chǎng)調(diào)研簡(jiǎn)易問(wèn)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(yíng)狀況 ......................................................................26第三章 市場(chǎng)開(kāi)發(fā) ...................................................................29一．經(jīng)銷(xiāo)商設(shè)立的流程 ..........................................................................................30二．潛在經(jīng)銷(xiāo)商資料來(lái)源 ......................................................................................30三．準(zhǔn)經(jīng)銷(xiāo)商考評(píng)內(nèi)容 ..........................................................................................31附件一： ..................................................................................................................................36四、錢(qián)啤集團(tuán)與中間商職責(zé)劃分 ..........................................................................37五．經(jīng)銷(xiāo)商培訓(xùn) ......................................................................................................38附件：錢(qián)啤城市經(jīng)銷(xiāo)商（銷(xiāo)售）甄選洽談提要 ..................................................38第四章 建立分銷(xiāo)網(wǎng)絡(luò) ...........................................................41一．經(jīng)銷(xiāo)網(wǎng)絡(luò)開(kāi)發(fā)流程 ..........................................................................................42二．經(jīng)銷(xiāo)商的分類(lèi) ..................................................................................................42三．當(dāng)?shù)亓闶矍滥芰γ枋?..................................................................................42四．經(jīng)銷(xiāo)商的鎖定與開(kāi)發(fā)計(jì)劃 ..............................................................................431．各類(lèi)經(jīng)銷(xiāo)商開(kāi)發(fā)的要點(diǎn) ....................................................................................................452．經(jīng)銷(xiāo)商開(kāi)發(fā)的基本原則 ....................................................................................................48五．經(jīng)銷(xiāo)商加盟會(huì)議 ..............................................................................................491．會(huì)議組織、實(shí)施人員 ........................................................................................................492．會(huì)議流程 ............................................................................................................................493．會(huì)議議程 ............................................................................................................................49六．商、超經(jīng)銷(xiāo)商選擇標(biāo)準(zhǔn) ..................................................................................49附 經(jīng)銷(xiāo)商考評(píng)表 ...................................................................................................51第五章 市場(chǎng)維護(hù) .....................................................................523 / 73終端管理與控制 ................................................................................................53終端陳列標(biāo)準(zhǔn) ....................................................................................................53導(dǎo)購(gòu)管理、講解培訓(xùn)與考核 ............................................................................53第六章 市場(chǎng)操作 ...................................................................54一．錢(qián)啤集團(tuán)營(yíng)銷(xiāo)推廣策略 ..................................................................................551．錢(qián)啤集團(tuán)營(yíng)銷(xiāo)推廣的主要任務(wù) ........................................................................................552．錢(qián)啤集團(tuán)營(yíng)銷(xiāo)推廣的主要傳播內(nèi)容 ................................................................................553．錢(qián)啤集團(tuán)營(yíng)銷(xiāo)推廣活動(dòng)的內(nèi)容與類(lèi)別 ............................................................................554．錢(qián)啤集團(tuán)營(yíng)銷(xiāo)推廣活動(dòng)的策略 ........................................................................................56二．區(qū)域市場(chǎng)的營(yíng)銷(xiāo)推廣策略 ..............................................................................561．區(qū)域營(yíng)銷(xiāo)推廣活動(dòng)步驟和內(nèi)容 ........................................................................................572．區(qū)域市場(chǎng)廣告運(yùn)作策略 ....................................................................................................60三．營(yíng)銷(xiāo)推廣運(yùn)作流程流程 ..................................................................................611．錢(qián)啤集團(tuán)營(yíng)銷(xiāo)推 廣運(yùn)作辦法 ............................................................................................612．營(yíng)銷(xiāo)推廣費(fèi)用報(bào)銷(xiāo)時(shí)所需相關(guān)資 料 ................................................................................623．營(yíng)銷(xiāo)推廣年度計(jì)劃申報(bào)流程 ............................................................................................64 營(yíng)銷(xiāo)推廣季度 計(jì) 劃申報(bào)流程 ...........................................................................................655．錢(qián)啤集團(tuán)項(xiàng)目實(shí)施申請(qǐng)申報(bào)流程及費(fèi)用審批流程 ........................................................656．錢(qián)啤集團(tuán)營(yíng)銷(xiāo)推廣項(xiàng)目費(fèi)用結(jié)算流程 ............................................................................66附件一 分公司年度營(yíng)銷(xiāo)推廣計(jì)劃申請(qǐng)表 .............................