【正文】 一．局域市場(chǎng)拓展的整體規(guī)劃 ................................................................................ 6 二．新市場(chǎng)開發(fā)工作內(nèi)容 ........................................................................................ 6 三．新市場(chǎng)開發(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(zhǔn)經(jīng)銷商考評(píng)內(nèi)容 .......................................................................................... 31 附件一： ................................................................................................................. 35 四、錢啤集團(tuán)與中間商職責(zé)劃分 .......................................................................... 36 五．經(jīng)銷商培訓(xùn) ...................................................................................................... 37 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) ........................................................ 40 一．經(jīng)銷網(wǎng)絡(luò)開發(fā)流程 .......................................................................................... 41 二．經(jīng)銷商的分類 .................................................................................................. 41 三．當(dāng)?shù)亓闶矍滥芰γ枋? .................................................................................. 41 四．經(jīng)銷商的鎖定與開發(fā)計(jì)劃 .............................................................................. 42 1．各類經(jīng)銷商開發(fā)的要點(diǎn) ...................................................................................... 44 2．經(jīng)銷商開發(fā)的基本原則 ...................................................................................... 47 五． 經(jīng)銷商加盟會(huì)議 .............................................................................................. 48 1．會(huì)議組織、實(shí)施人員 .......................................................................................... 48 2．會(huì)議流程 ........................................................................................................... 48 3．會(huì)議議程 ........................................................................................................... 48 六．商、超經(jīng)銷商選擇標(biāo)準(zhǔn) .................................................................................. 48 附 經(jīng)銷商考評(píng)表 ................................................................................................... 50 第五章 市場(chǎng)維護(hù) ................................................................. 51 終端管理與控制 ................................................................................................ 52 終端陳列標(biāo)準(zhǔn) .................................................................................................... 52 導(dǎo)購(gòu)管理、講解培訓(xùn)與考核 ............................................................................ 52 第六章 市場(chǎng)操作 ................................................................ 53 一．錢啤集團(tuán)營(yíng)銷推廣策略 .................................................................................. 54 1．錢啤集團(tuán)營(yíng)銷推廣的主要任務(wù) ............................................................................ 54 2．錢啤集團(tuán)營(yíng)銷推廣的主要傳 播內(nèi)容 ..................................................................... 54 3．錢啤集團(tuán)營(yíng)銷推廣活動(dòng)的內(nèi)容與類別 ................................................................. 54 4．錢啤集團(tuán)營(yíng)銷推廣活動(dòng)的策略 ............................................................................ 55 二．區(qū)域市場(chǎng)的營(yíng)銷推廣策略 .............................................................................. 55 1．區(qū)域營(yíng)銷推廣活動(dòng)步驟和內(nèi)容 ............................................................................ 55 2．區(qū)域市場(chǎng)廣告運(yùn)作策略 ...................................................................................... 58 三．營(yíng)銷推廣運(yùn)作流程流程 .................................................................................. 59 1．錢啤集團(tuán)營(yíng)銷推廣運(yùn)作辦法 ............................................................................... 59 2．營(yíng)銷推廣費(fèi)用報(bào)銷時(shí)所需相關(guān)資料 ..................................................................... 60 3．營(yíng)銷推廣年度計(jì)劃申報(bào)流程 ............................................................................... 61 營(yíng)銷推廣季度計(jì)劃申報(bào)流程 ............................................................................... 62 5．錢啤集團(tuán)項(xiàng)目實(shí)施申請(qǐng)申報(bào)流程及費(fèi)用審批流程 ................................................ 63 6．錢啤集團(tuán)營(yíng)銷推廣項(xiàng)目費(fèi)用結(jié)算流程 ................................................................. 64 附件一 分公司年度營(yíng)銷推廣計(jì)劃申請(qǐng)表 ........................................................... 65 附件二 分公司季度營(yíng)銷推廣計(jì)劃申請(qǐng)表 ........................................................... 67 附件三 錢啤集團(tuán)資金占用、回籠、營(yíng)銷推廣費(fèi)分析表 ................................... 68 附件四 ＳＰ項(xiàng)目實(shí)施申請(qǐng)表 ..................................................