上海快3

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GAODUJINGZHENGXIADESHUICHANSILIAOPINPAIYINGXIAOWEILAI(XIAPIAN)

2019-01-11

  編者按:

  2018NIAN12YUE28RI-29RI,YI“JUJIAOYUTUPO”WEIZHUTIDEDIJIUJIEZHONGSHANDAXUESHUICHANSILIAOJISHUCHUANGXINDAHUIJICHENGYIPENGHUASILIAO3.0JISHUFABUHUIZAIGUANGZHOUNANSHALONGZHONGJUXING。

上海快3   ZUOWEICHENGYISHUICHANDEPINPAIYINGXIAOHEZUOHUOBAN,YICHUANTONGQUANCHENGZHUDAOCEHUA,QUANMIANTUIDONGDAHUICHENGGONGJUBANZHIWAI,YICHUANTONGPINPAIYINGXIAOGUWENTANGFEISHOUYAOZUOWEIDAHUIDEZHUJIANGJIABINZHIYI,FABIAO《CONGTILIJINGZHENGDAOMEILIJINGZHENG--GAODUJINGZHENGXIADESHUICHANSILIAOPINPAIYINGXIAOWEILAI》ZHUZHIYANJIANG,SHOUDAOXIANCHANGJIABINDEREPENG。

  以下為壹串通品牌顧問湯飛在此次大會的演講實錄(下集):

  (四)區域市場深耕

上海快3   QUYUSHICHANGSHENGENGSHISHENME?WOMENHENDUOZHONGXIAOXINGQIYEZUIDADEWENTIJIUSHINENGLIBUZUHETUANDUIBUZU。

上海快3   NIYIDINGYAOZHAODAONIDEHEXINSHICHANG,BAZHEGEHEXINSHICHANGDATOU。SHENGENGZENMEZUONI?CONGGUOQU“LOUDOU”MOXINGDAO“LIANYI”MOXING,WOMENCHUANTONGYIYISHANGDEYINGXIAOJIUSHILOUDOUMOXING。DANSHICONGYANGBANSHICHANGSHENGENGLAIKAN,ZUIZHONGYAOZHUANDAOLIANYIMOXING,NIDIDEMEIYIDISHUIYAOZUGOUZHONG,ZUGOUZHONGYIHOUBIRANHUIJIANQILANGHUA,YOULANGHUAJIUYOULIANYI,YOULIANYIJIUKEYIZUOXIAYIJIEDUANDETUPOHEFAZHAN。

   區域市場以點帶面,做深做透。

  CONGZHENGGEKAITUOLAIKAN,WOMENDAZAOQUYUYANGBANSHICHANGHUOZHESHIQUYUSHENGENGSHICHANGYAOZUNCONGZHEJIGEYAOSU。DIYIGEYAOSUJIAOQISHI,GANGKAISHINIQIBUDESHINENGFEICHANGZHONGYAO,NINENGBUNENGBAYIMIANQIZHISHUQILAI,RANGBIERENYISHIDAOGENZHUNIYOUROUCHI。YAOZAIDIANSHANGKAIHUA,YAOYOUZUGOUDUODEYONGHUYONGHU,ZHEGESHIQILIANG。DISANGEJIEDUANQIZHI。

  WANGHAIQUYUSHICHANGSHENGENGCELVE:SHENGENGZHUSANJIAO、FUSHEDANANFANG。

  ZHEJIUTANDAOYIGEHENZHONGYAODEZHANLVETUOZHANDEJIEZOUWENTI。WOZHELIGENDAJIAZAITANTAOYIGEHUATI,ZUOWEIYIGEZHIYEJINGLIREN,ZUOWEIYIGEYINGXIAOZHUANYEDERENYEHAO,ZUIZHONGYAODENENGLIHESUZHISHISHENMENI?WOZHEMEDUONIANYOUYIGEQINSHENJINGLIDEZONGJIEJIUSHI:QINGHEZHONG、XIANHEHOUDEWENTI。MEIGERENDOUXIANGFAZHAN,NIXIANGZUODA,MEIGERENDOUXIANGZUODA。

  DANGSHIWOMENJIYUZHEGECENGMIAN,SHOUXIANSHIBASHUNDELADAOJUEDUILINGXIAN,GUANGFOTEBIESHIDAOSHENGYUZHENGGEWANGHAIQUNFENGYIJINGQILAILE,TADESHICHANGZHANYOULVLINGXIANDIERMINGBUDUANLASHENG。DIERDIANWOMENSHUODAHAOJIANGMEN,DAHAOZHUHAIYEHAO,JIUSHIZHEGEZHUJIANGXIANZHEGEDIQU。2019NIANWANGHAIJIUHUIBUJUHOUMIANDEDIAN,DAOJINTIANWEIZHIFAZHANLESHUNDE、JIANGMEN、BEIHAIHEYANGJIANG。CONGGUOQUSHIJIWANDECHANNENGDAO2019NIANBIANCHENGLE100WANDECHENDIANHEFAZHAN。

  LINGYIFANGMIAN,WOMENZUOLEDALIANGDEANLI。BAZHENGGEGUSHIZUOLEQUANMIANDETILIAN,ZHEXIEGUSHIDOUSHIZHENSHIDE。WOMENZAIZHEGEXINGYEYOUHENDUODEKEHU、HENDUODEPINPAIZUOLEHENDUONIAN,LIANDIANXINGANLIDOUMEIYOU,ZHESHIYIGEHENDADESHIBAI。

  你沒有典型案例你怎么去搞定新客戶?這個問題都要值得深思的。

 

  (五)營銷組織的強化

  ZHEDUANSHIJIANWOGENWOMENZHEGEYINGXIAOXINGYEDETUANDUIYOULEHENDUODEJIECHU,TAMENMIANLINDEKUNJINGYIGESHITUANDUIDEBUPIPEI。WORENWEI,TEBIEHUSHIDUIYUPINPAIHEYINGXIAODELIJIE。HUANYOUHENDUORENHUITINGLIUZAIGUOQUDECHUANTONG。YIJIADIANHEJIANCAIXINGYEWEILI,GUOQUWOMENZUOYEWUDESANBANFU,CUIHUO、HECHA、KAIFAERJI,WOJUEDEWOMENZHEGEJIBENSHANGCHABULEDUOSHAO。ZHENGGETIXIDEZHINENGZHUANXINGXIANDEFEICHANGZHONGYAOLE,ZIYUANBUDAOWEI,LUODIBUGANCUI,ZUOSHIXIXILALA、TUOTUOLALA。

上海快3   WOMENWEIRAOZHEFANGMIANZUOLEHENDUOTUPO。WOMENGONGSIDESANJIHUOJIANMOXING,XINGCHENGYINGXIAOMUBIAO、BIAOZHUN+GONGJU,LIUCHENG,WOMENZAIZHEGEGUOCHENGDANGZHONGDANRENJIAOLIAN。WOMENZUORENHESHIQINGYIDINGYAOYOUQINGXIDEMUBIAO,WEIRAOQINGXIDEMUBIAOXINGCHENGGONGJUHEBIAOZHUN。RANHOULIUCHENGZENMEKANZHEGEWENTI,LIUCHENGCONGWOMENDEJIAODULAIKAN,NIYAONIDEZHENGGEXINGDONGJIEZOU,ZHEGEGUOCHENGDANGZHONG,NIYIDINGYAODONGYUAN、JIANDU、FANKUIHEXIUZHENG。ZAIZHEGEDIANSHANG,NIYAOYOUYILIANGGEDONGZUOQUQUANCHENGGUANCHUANZHENGGESHIQINGDEFAZHAN。


  ZHEGESHIWOMENZUOLEZHENGGEWANGHAIQUNFENGXIANGMU2014NIANZUODE“221GONGCHENG”,ZHEMEJIANDANDETUIGUANGDOUYAOBATABIANCHENGZHUANXIANGGONGCHENG,YINIAN20CHANGTUIGUANGHUI,20GEBIAOZHUNHUAZHONGDUAN,100GEQIANGMIANGUANGGAO,ZHESHIHENJIANDANDEMUBIAO,ZUOLEHENDUONIANDEGONGSIBUXUYAOBIANCHENGZHUANXIANGYUNDONG。DANSHIDUIYUSILIAOXINGYE,NIYIDINGYAOZHEGETIDAOMUBIAOSHI、YUNDONGSHIDEFAZHAN。

  WOMENDANGSHIZUOLEDALIANGDEXUANGUANHEDONGYUAN。BAOKUOTUIGUANGHUIDELIUCHENGDENGDENGZHILEIDE,HOULAIYEZAILAOZONGDEDAILINGXIA,JIBENSHANGZUODAOLEQUANMIANFUGAI。ZAIMEICIZUOWANYIHOU,YOUYIGEZONGJIE,QUANMIANYOUHUANIDELIUCHENG,QUDELEFEICHANGHAODEXIAOGUO。BAOKUOMUBIAODEDINGYIHEZHANTIEDEFANGFA。TIEHAIBAODESHIQINGKANQILAIHENRONGYI,RUGUOBUXINGCHENGQIANGYOULIDEBIAOZHUNHEJIANDUDEBIAOZHUN,QISHITIEBULENEIMEBIAOZHUN,YEWANCHENGBULENEIMEHAODE。

   
  這給很多企業一個啟示是什么?我們有很多企業要把目標和方法把它制定好,過程當中要不斷動員、總結和反饋。

  ZHIYOUZHEYANG,NIDEDIYIJIEDUANWANCHENGHAO,NIDEDIERJIEDUANCAINENGJINRUGUIDAO。DANSHINIDEDIYIJIEDUANDABUHAO,DIERJIEDUANZHEGEXIANGMUJIUSANDIAOLE。NIYAOZUOHAOZHEGESHIQING,NIDEKOUJUESHISHENME?MENTOUHAIBAOJIASONGLIAO,SHENMEQINGKUANGDOUXUYAO。XJIADENGXIANGLIUJIANTAO,ZHONGDUANXINGXIANGGUAGUAJIAO,RANGWOMENDETUANDUIGENGJIARONGYILIJIEWEISHENMEYAOZUOZHEGESHIQING。WOMENDANGSHIZUOLEZHONGDUANBIAOZHUNHUA、JISHUFUWUZHAN,XINPINTUIGUANGHUIYIJIWANSHANLIANGDANEIGONG,PINQINGZUODEHAODENEIBUJIANGSHI。

 

  WEIYOUYISHIGANCAINENGCHUIXIANGCHONGFENGHAO,ZHONGGUOZUOYINGXIAODEHEXINJIUSHIDUIRENDEDONGYUAN,WOMENHENDUOHENDUOQIYEJIBENSHANGDUIYURENDEDONGYUANZHEGECENGMIANZUODEHENRUO。WOMENZAIJINTIANDEZHONGGUOKANQILAIFEICHANGLINGXIANDEBATZHEZHONGGONGSI,QISHINIQUDAOTAMENNEIBUYIHOU,NIYEHUIFAXIANSUOYOUDEDONGXIDOUSHIYIXIANGMUSHI、YUNDONGSHIKAIZHAN,SUOYOUDEXIANGMUJIUSHIKAISHI。RUGUORENMEIYOUDONGYUANQILAI,YIQIEDOUSHIJIADE。

  管理的未來是什么呢?就是賦能與激活人。所謂的賦能就是你提供標準化的工具、標準化的方法引導它,然后你通過儀式感,你通過整個過程的監督激活人的能動性。

  營銷的三原則,在今天營銷做了那么多年,總結起來就是:折騰人,折騰事,折騰產品。

  BENZHISHI,NITONGGUOSHENMEFANGFADIAODONGDAJIADESHINENGHEWAJUEDAJIADEQIANLI。ZHETENGSHI,NIYOUMEIYOUXINDESHIQINGQUZUO?YOUHENDUOSHIQINGDOUSHIZHEYANGDE,SUOWEIDESHIQINGJIUSHIGANHUOZHEGESHI,HENDUORENRENWEINIZHEGEHUOHENLow,NIZHEGEHUOMEIYOUSHENMEXINYI,ZAIYINGXIAOLINGYUHENDUOHUODOUSHIJICHUHUO,MEIYOUXINYIDESHIQINGTAIDUOLE。YIQIEZHISHIDOUSHIJIUZHISHI,BANIDEDANDIANDAHAO,BANIRENWEIHENPINGCHANGDESHIQINGZUOHAODOUSHIHENLIHAILE。NEIXIETIEHAIBAODEDONGZUO,NIZHENDEPUTIANGAIDITIEHAOLEJIUYIJINGHENLIHAILE。ZHETENGCHANPIN,DUIYUXINCHANPINDEFABUHETUIGUANGYAOYOUYIGEZHENGTIDEKANFAHEZHENGTIDESILU。

  ZUIHOUGEIDAJIAFENXIANGYICHUANTONGDESHIZHANZHENYAN:

上海快3   WOMENZAIZUODOUSHIQIYEJIA,YIFANGMIANWOMENSHIJIYUZHISHI,LINGWAIYIFANGMIANSHIXUEXI。

  管理者的核心職能:一是思想引領

上海快3   RENHEYIGEQIYEHESHIYE,DIYIGEYAOSUJIAOSIXIANGYINLING,SHENMEFANGMIANJINXINGSIXIANGYINLINGNI?DIYISHIZHANLVE,ZHANLVEWOMENYOUHENDUOLAOBANDOULIJIE,DOUDONG,DUIYUWENHUA,WOMENYOUHENDUOLAOBANDOUHUIQIESHENZHIDING。FANGFALUN,YIGEGONGSITEBIESHIDINGCENGCENGMIANBUZHUZHONGFANGFALUNDEJIANSHEKENDINGBUXINGDE,FANGFALUNZENMELAI?YIFANGMIANXIANGBINIGENGLIHAIDERENXUEXI,DIERKEYIQINGZIXUNGONGSIBANGNIYIKUAILAIZUO。WULUNSHIGUANLIHUANSHISHENGCHANDE,WOJUEDEWANGHAIZHEMEDUONIANYOUFAZHAN,JIUSHIRUANZONGTAMENHENKAIFANG,QINGLEDALIANGDEZIXUNGONGSI,GUANLI、RONGZIYIJIPINPAIDEDOUSHICHANGQIBANSUIWANGHAIDE。

  第二叫進程掌控。

  JINCHENGZHANGKONGHENZHONGYAO,ZHENGGEYINGXIAOGUOCHENGDANGZHONGGUANLISHENME?BENZHISHIGUANLIYICHANG,RUGUOZHEGESHIQINGCHUXIANLE,YOUHENDUOSHIQINGDAONIZHELIJIUWANLE,NIYAODUDONGYICHANGCAIYOUGENGHAODEFANGFAJIEJUE。

  第三是人才培養。

上海快3   RENCAIPEIYANGJIUSHIRENYIGEGONGSIYINIANCHENCHENMENMEN,NIDERENCAIPEIYANGBULE。RENCAISHIQIANGEICHULAIDE,QIANSHIZENMELAIDE?YIDINGSHIJIZHICENGMIANQUSIKAO,GENGDACENGMIANJIFARENDENENGDONGXING,JINTIANZHEGESHIDAIYIJINGCONGDANCHUNGUYONGDAOLEHEHUORENDEMOSHI,ZHEYANGZHEGEQIYECAIKEYIWANDEZHUAN。

  成長之路我認為很重要的一點,找一個老師,找一個對手,這是我們營銷領域在堅持的事情。

  WULUNNIGANSHENMESHIQING,BIXUYAOZHAOYIGELAOSHI,ZHEGELAOSHIKENENGSHINIMENXINGYEYEKENENGSHIKUAXINGYE,DANSHISHIQINGSHILEISIDE。ZHAOYIGEDUISHOU,JIUSHINIYAOYOUDUIBIAO,RENYOUDUOXING,RUGUOZHEGEMUBIAOQUESHIDEHUANIDETUANDUIHENMIMANG,SUOYIHENDUOGONGSINEIBUBUDUANFANGDADUISHOU,WEISHENME?JIUSHIDUISHOUDEJILI,GELIZENMEDUIXIAOSHOUTUANDUIDEKAOHE,TAMENJIUZHIYOUYIGEMUBIAOSHISHICHANGZHANYOULV,JINNIANDEJINGZHENGDUISHOULIANGGEYI,DUINIDANGDISHICHANGNIDEYEWUJIUSHIYAOSIGEYI,SHUZIBUSUAN,JIUSHILIANGBEI,TEBIESHILINGXIANQUYU,NIDEKAOHEWEIYIZHIBIAOJIUSHINIDESHICHANGZHANYOULV。

  YIGEQIYEDECHENGGONGJINGYINGJIUZIJUE,JIAZHIGUAN、FANGFALUN、ZHIXINGLI。YOUHENDUOGONGSIZHIXINGLIZUODEHENHAO,ZHEYANGKEYIGEIDAOMINGQUEDEFANGFALUN,ZHEYESHIMEIYOUWENTIDE。QISHIWORENWEIWOMENDAOLESUOWEIDEZHUANXINGTUPOHESHENGJIZHEGEZHUTIZHIXIA,SUOYOUDOUYAOMIANLINYIGEWENTIJIUSHIFANGFALUNDEWENTI,YAOWUBIZHONGSHIFANGFALUN。

  本土營銷兩定律,第一個是品牌勢能下的渠道下沉。

上海快3   ZHEGEHUABUZHIDAOGEWEIQIYEJIAYOUSHENMEGANCHU,DANSHIDUIYUWOMENLAISHUOHENSHEN,NIXIANGZUOYIGEQIYEHEPINPAI,NIYAOYOUPINPAISHINENG,NIYAOZHAODAONIDECHAYIHUAWEIZHI,NIYAOYOUNIBENSHENRENZHIDETUIGUANGFANGSHI。JIYUZHEGESHINENG,NIDEQUDAO,QUDAODEHEXINJIUSHILIANGDIAN,YIGESHIZHI,YIGESHILIANG。ZHELIANGGEGUANXISHIBIANZHENGGUANXI。

  我們有很多做飼料的企業和企業家,企業有一個很大的問題就是這么多年來客戶總數沒有變,第二就是這么多年來客戶單個貢獻值沒有變或者是變化很小。一方面是我們行業屬性的問題,第二方面就是我們行業的競爭還不夠充分,一旦你進入到行業競爭充分的行業這兩個數都在不斷變化。上海快3希望我們所有企業都關注到這兩點。第二個是基于對人的動員。在這個市場上一個企業發展得好,核心就是人動員好了,大膽做嘗試。

  和大家分享兩句話,《三體》里面的,文明不斷增長和擴張,但宇宙中的物質總量保持不變上海快3。客戶口袋里面的錢就那么多,你如何激發客戶對你的注意力,如何注意力?你就是要差異化以及記憶差異化的方法。第二就是他口袋里面的錢就那么多,他為什么要選擇你?就是你要提供你的價值,整個企業來講要從體力向魅力方面發展和轉型。

  最后有一句話送給大家,其實我們認為,做企業就是做第一,做品牌就是做第一。上海快3一個不想做成第一的品牌都不是品牌。我們也希望壹串通有機會跟更多的企業和品牌一起努力,把更多的品牌做成第一。謝謝大家!