【文章內(nèi)容簡(jiǎn)介】 engthened by means of establishing group outlet management architecture. T：各現(xiàn)通重點(diǎn)客戶的合作門檻在不斷提高 cooperative conditions issued by each modern channel key account bees more and more strict 現(xiàn)有銷售架構(gòu)不適應(yīng)現(xiàn)通重點(diǎn)客戶運(yùn)作需要 The current sales architecture can’t meet needs of modern channel key accounts. 主要競(jìng)爭(zhēng)對(duì)手終端投入巨大，促銷頻繁 There are tremendous investments made by main petitors, and frequent promotions 價(jià)格競(jìng)爭(zhēng)日趨激烈、價(jià)格走低 There is more and more tense petition, and price is declining 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 根源分析 BRT action guideline for management of modern channel key accountsroot cause analysis 障礙描述 barrier description 影響力 impact 難度 difficulty 比值 ratio 1 現(xiàn)有銷售架構(gòu)及考核指標(biāo)不適應(yīng)現(xiàn)通重點(diǎn)客戶管理需要 Current sales architecture dosen’t meet needs of modern channel accounts management 8 2 4 2 全國(guó)性重點(diǎn)客戶管理經(jīng)驗(yàn)及意識(shí)不足 There is no enough management experience and awareness of national key accounts 8 3 3 缺乏適合現(xiàn)通重點(diǎn)客戶終端促銷拉動(dòng) We lack of suitable outlet promotion pull for modern channel key accounts 7 3 4 管理分散，缺乏統(tǒng)一的現(xiàn)通重點(diǎn)客戶管理模式 Management is poorly anized, we lack of standardized management pattern for modern channel key accounts 10 6 5 缺乏關(guān)于零售重點(diǎn)客戶的培訓(xùn) There is no enough training for modern channel key accounts 9 6 6 不同區(qū)域銷售的品項(xiàng)及價(jià)格差異較大 There is a big difference in category and price for different regions 9 8 7 各零售重點(diǎn)客戶門店分在核心城市及部 分 A類城市市場(chǎng)基礎(chǔ)薄弱 The market foundation of core cities and A level cities where key accounts store locates is weak 10 9 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 障礙 BRT action guideline for management of modern channel key accountscockpit chartbarrier 三、現(xiàn)通重點(diǎn)客戶策略 Modern channel key account strategy 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy ? 開始要求供應(yīng)商簽定全國(guó)合同，部分賣場(chǎng)只設(shè)臵一個(gè)采購部（如：麥德龍）。整體趨勢(shì)往全國(guó)統(tǒng)一合同的前提下統(tǒng)一費(fèi)用、統(tǒng)一價(jià)格、統(tǒng)一促銷、統(tǒng)一結(jié)算的方向發(fā)展 ? Suppliers are asked to sign national national contract, There is only a procurement department in some hypermarkets( such as: metro).the general trend will be :under the precondition of national uniform contract, ? We will fulfill uniform expense, uniform price, uniform promotion as well as uniform settlement ? 各大知名品牌的必爭(zhēng)之地，體現(xiàn)在：品牌實(shí)力強(qiáng)大、投入增大、價(jià)格走低 ? That is the field which each famous brand focuses on, the feather is: powerful brand strength, increasing investment, declining price ? 合作門檻越來越高，合作費(fèi)用越來越大 ? There is a more and more restrictions on cooperative issues and more and more high cooperative expense ? 各重點(diǎn)客戶之間的競(jìng)爭(zhēng)更為激烈，體現(xiàn)在：要求最低供應(yīng)價(jià)、零售價(jià)加價(jià)率走低、要求供應(yīng)商更多的合作支持、各種類型的促銷、特價(jià)不斷 ? There is a more tense petition among key accounts, the feather is :they posed requirements of lowest supplying price, continuous special offer. 重點(diǎn)客戶市場(chǎng)的特點(diǎn) Key account market feature 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 策略 BRT action guideline for management of modern channel key accountscockpit chartstrategy 策略核心表述： 統(tǒng)一規(guī)劃、分類操作、合理投入 Core expression of strategy Uniform planning, classified operation, reasonable investment 即： 集團(tuán)總部統(tǒng)一規(guī)劃管理及績(jī)效考評(píng) We will fulfill uniform planning management and performance evaluation 不同類型現(xiàn)通重點(diǎn)客戶進(jìn)行分類管理 We will fulfill classified management on different types of modern channel key accounts ,附屬公司之間合理分?jǐn)傎M(fèi)用 We will validate reasonable outlet promotion expense, and make a reasonable apportionment between headquarters and subsidiaries 與重點(diǎn)客戶密切配合，強(qiáng)強(qiáng)合作、雙贏互利 We should cooperate with key account closely, in order to make good use of advantage for each side, and realize winwin and mutual benefit target. 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy 統(tǒng)一規(guī)劃 Uniform planning ?產(chǎn)品品項(xiàng) ?Product category ?價(jià)格 ?price ?促銷 ?promotion ?陳列 ?display 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy 進(jìn)行品項(xiàng)管理：精簡(jiǎn)目前的在銷品項(xiàng)，實(shí)施適量而精的品項(xiàng)計(jì)劃，避免品項(xiàng)多而雜，形成被競(jìng)品 “ 各個(gè)擊破 ” 。 We will fulfill category management: we will simplify current categories, implement category plan with suitable SKU , in order to avoid to be defeated by petitive brands because of too many SKU 描述： Description: 所有重點(diǎn)客戶的進(jìn)場(chǎng)品項(xiàng)原則上由集團(tuán)現(xiàn)代通路小組在充分征詢銷售部、市場(chǎng)部、各業(yè)務(wù)單位、恒安紙業(yè)的基礎(chǔ)上統(tǒng)一制定、備案。 In principle , with considering opinions es from sales department, marketing department, each business anization as well as HengAn paper industry , we will validate instore categories for key accounts and put it on records 研究不同競(jìng)品在不同客戶的重點(diǎn)品項(xiàng)并分析其現(xiàn)狀，確定重點(diǎn)“競(jìng)品品項(xiàng)”。利用恒安豐富的品項(xiàng)資源，確定針對(duì)每個(gè)主要競(jìng)品品項(xiàng)的重點(diǎn)品項(xiàng)，對(duì)競(jìng)品形成各個(gè)擊破的攻勢(shì)。 We will make analysis on key categories es from different petitors, then validate key “petitive category” so that we can make good use of rich category resources, we will validate key category for each petitive category in order to shape our petitive advantage to against petitive brands. 在全國(guó)統(tǒng)一若干政策性產(chǎn)品的前提下，爭(zhēng)取盡量多的區(qū)域品項(xiàng)的優(yōu)勢(shì)，加大攻勢(shì)力度。 With the precondition that some national products will be kept,we will try to expand regional advantage in category, so that we can enforce market attack 產(chǎn)品品項(xiàng) Product Category 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy 全國(guó)性品項(xiàng)： National category 安 樂： AL111 AL72 AL131 AL52 AL1310 Anle ALS14 ALS2410 安爾樂 :A8110（ 10+2）、 A8210（ 10+2）、 L81 L82 Anerle A9110（ 10+2） 、 A9210（ 10+2） 、 A93 A94 A950 A960 L85 L8610 安爾樂護(hù)墊： A87 A80 A90 A89 A80 A9040 Anerle panty liner 尿褲 /片： S730N、 M724N、 L720N、 S901 M901 L90 Diaper/Diaper liner S5 M51 L51 M3 M2 M410 心相印： C110/C2 N110/N2 C9 W11 DT1100、 Tissue DT1200、 DT200、 BT6 BT71 NT13 A120（ 5+1）、 C120（ 5+1）、 A150、 B60、 C200 產(chǎn)品品項(xiàng)（續(xù)） Product category 現(xiàn)通重點(diǎn)客戶管理 BRT小組行動(dòng)指南 —— 策略 BRT action guideline for management of modern channe