【導(dǎo)讀】1. Briefprofile. Marketing&SalesCompetence. Center. Munich,September2020. 2. 3. Exploit. potential. Safeguard. customer. retention. Ensure. resource. efficiency. 123. -Existingcustomers. -Existingsegments. -Newsegments. -Customers. -Salespartners. -Influentialparties. -Deployingsales. resources. 4. Establisha. management. informationsystem. Adjuststructures. Adaptprocesses. Initiatesales. controlling. saleschannellevel. viewtovalue. thechannelmix. success. channelsupport. ICM. Implemen-. tation. Channel. strategy. Strategic. steering. Channel. concepts. Conflict. management. 5

　　

【正文】 ment of channel strategy to enhance market peration in German telemunication market ? Optimization of current channel portfolio Project approach ? Workshops to identify innovative sales channels ? Benchmarking interviews to valuate the selected channels ? Systematization of innovative channels ? Development of implementation concept for telemunication industries ? Development of sales channels optimization tool (RACE) Results ? Usage of RACE to optimize the current sales channel portfolio ? Integration of innovative sales channels in channel portfolio ? Remendation of channel sets with high differentiation potential for the pany ? Definition and selection of possible cooperation forms to integrate current sales channels of a mobile telemunication carrier (eplus) into pany39。s multi utility concept ? Analysis of German energy market with focus on existing sales channels ? Assessment of general utility of mobile munication channels for energy sales ? Analysis of eplus sales channels and valuation of customer potentials ? Evaluation of cooperation possibilities between the different sales channel portfolios ? Remendation of options for cooperation with focus on cross selling potentials between telemunication and energy products ? Presentation of significant advantages based on costbenefitanalysis for different sales channels P026060040201/ P026060040101 P001261030101 26 References Innovative Channel Management (3) Customer Project subject ? Development of a new business customer strategy to overe deficits in this area Project approach ? Customer segmentation and analysis of product portfolio ? Analysis of existing sales channels and evaluation of future channel portfolio ? Matching of channels and target groups ? Development of new channel controlling ? Integration of channel portfolio in new business plan Results ? Complete strategy to develop the business customer unit ? Restructuring of target clients, necessary products and services with regard to petitive environment ? Appropriate sales channel portfolio ? Detailed business plan taking into consideration the new strategy ? Reorientation of the current anizational structures due to widely differing market positions in European countries ? Benchmarking of the most powerful petitors and best in class panies in a consumer environment ? Characterization of different sales channel groups including new innovative channels ? Definition of future sales channels in mobile phone market ? Matching of benchmarking results to develop bestpractice concept for sales channel anization ? Development of best practice anization for telemunication business ? Development of detailed channel strategy including channel portfolio, channel management and anization ? Implementation schedule and preparation of new sales concept for European key markets P033800030101 P018910860101 27 References Innovative Channel Management (4) Customer Project subject ? Development of sales channel strategy and efficient channel portfolio ? Design of sales channel concepts ? Implementation of sales channel portfolio Project approach ? Analysis/evaluation of channel long list (potential sales channels) – market research, benchmarks, experts interviews ? Development of intermediate channel portfolio by filtering model – CHASE ? Analysis of channels39。 requirements and deriving appropriate concepts ? Evaluation of channels39。 financial performance ? Final selection ? Evaluation of channel conflicts and decision about mitigating actions ? Preparation of implementation: Partner screening, partner selection, partnership concepts ? Internal adaptations: channel steering, anizational issues Results ? Channel portfolio based on – efficiency requirements – customer segmentation – market requirements ? Channelspecific concepts ? Transparency about sales channels39。 value contribution ? Transparency about conflictdriven turnover losses ? Setting up partnership works for implementing and running indirect channels P057050010201