永乐家电管理手册.doc

meantime, travelled to Calais. No one noticed the boy as he crept off. From there, he hitch-hiked to Paris in a lorry. The driver gave him a few biscuits and a cup of coffee and left him just outside the city. The next car the boy stopped did not take him into the centre of Paris as he hoped it would, but to Perpignan on the French-Spanish border. There he was picked up by a policeman and sent back to England by the local authorities. He has surely set up a record for the thousands of boys who dream of evading school.Lesson74 Out of the limelight 舞台之外An ancient bus stopped by a dry river bed and a party of famous actors and actresses got off. Dressed in dark glasses and old clothes, they had taken special precautions so that no one should recognize them. But as they soon discovered, disguises can sometimes be too perfect.This is a wonderful place for a picnic, said Gloria Gleam. It couldnt be better, Gloria, Brinksley Meers agreed. No newspaper men, no film fans! Why dont we come more often ? Meanwhile, two other actors, Rockwall Slinger and Merlin Greeves, had carried two large food baskets to a shady spot under some trees. When they had all made themselves comfortable, a stranger appeared. He looked very angry. Now you gut out of here, all of you! he shouted: Im sheriff here. Do you see that notice ? It says No Camping-in case you cant read ! Look, sheriff, said Rockwall, dont be too hard on us. Im Rockwall Slinger and this is Merlin Greeves. Oh, is it ? said the sheriff with a sneer. Well, Im Brinksley Meers, and my other name is Gloria Gleam. Now you get out of here fast !lesson75 SOS 呼救信号When a light passenger plane flew off course some time ago, it crashed in the mountains and its pilot was killed. The only passengers, a young woman and her two baby daughters, were unhurt. It was the middle of winter. Snow lay thick on the ground. The woman knew that the nearest village was miles away. When it grew dark. she turned a suitcase into a bed and put the children inside it, covering them with all the clothes she could find. During the night, it got terribly cold. The woman kept as near as she could to the children and even tried to get into the case herself, but it was too small. Early ,next morning she heard planes passing overhead and wondered how she could send a signal. Then she had an idea. She stamped out the letters SOS in the snow. Fortunately, a pilot saw the signal and sent a message by radio to the nearest town. It was not long before a helicopter arrived on the scene to rescue the survivors of the plane crash.Lesson76 April Fools Day 愚人节To end our special news bulletin, said the voice of the television announcer, we are taking you to the macaroni fields of Calabria. Macaroni has been grown in this area for over six hundred years. Two of the leading growers, Giuseppe Moldova and Ricardo Brabante, tell me that they have been expecting a splendid crop this year and harvesting has begun earlier than usual. Here you can see two workers who, between them, have just finished cutting three cart-loads of golden brownmacaroni stalks. The whole village has been working day and night gathering and threshing this years crop before the September rains. On the right, you can see Mrs Brabante herself. She has been helping her husband for thirty years now. Mrs Brabante is talking to the manager of the local factory where the crop is processed. This last scene shows you what will happen at the end of the harvest : the famous Calabrian macaroni-eating competition ! Signor Fratelli, the present champion, has won it every year since 1961. And that ends our special bulletin for today, Thursday, April 1st. We are now returning you to the studio.Lesson77 A successful operation 一例成功的手术The mummy of an Egyptian woman who died in 800 B.C. has just had an operation. The mummy is that of Shepenmut who was once a singer in the Temple of Thebes. As there were strange marks on the X-ray plates taken of the mummy, doctors have been trying to find out whether the woman died of a rare disease. The only way to do this was to operate. The operation, which lasted for over four hours, proved to be very difficult because of the hard resin which covered the skin. The doctors removed a section of the mummy and sent it to a laboratory. They also found something which the X-ray of the god Duamutef. This god which has the head of a cow was normally placedinside a mummy. The doctors have not yet decided how the woman died. They feared that the mummy would fall to pieces when they cut it open, but fortunately this has not happened. The mummy successfully survived the operation. Lesson78 The last one? 最后一枝吗？After reading an article entitled Cigarette Smoking and Your Health I lit a cigarette to calm my nerves. I smoked with concentration and pleasure as I was sure that this would be my last cigarette. For a whole week I did not smoke at all and during this time, my wife suffered terribly. I had all the usual symptoms of someone giving up smoking: a bad temper and an enormous appetite. My friends kept on offering me cigarettes and cigars. They made no effort to hide their amusement whenever I produced a packet of sweets from my pocket. After seven days of this I went to a party. Everybody around me was smoking and I felt extremely uncomfortable. When my old friend Brian urged me to accept a cigarette, it was more than I could bear. I took one guiltily, lit it and smoked with satisfaction. My wife was delighted that things had returned to normal once more. Anyway, as Brian pointed out, it is the easiest thing in the world to give up smoking. He himself has done it lots of times! Lesson79 By air 乘飞机I used to travel by air a great deal when I was a boy. My parents, used to live in South America and I used to fly there from Europe in the holidays. An airhostess would take charge of me and I never had an unpleasant experience. I am used to travelling by air and only on one occasion have I ever felt frightened. After taking off, we were flying low over the city and slowly gaining height, when the plane suddenly turned round and flew back to the airport. While we were waiting to land, an air-hostess told us to keep calm and to get off the plane quietly as soon as it had touched down. Everybody on board was worried and we were curious to find out what had happened. Later we learnt that there was a very important person on board. The police had been told that a bomb had been planted on the plane. After we had landed, the plane was searched thoroughly. Fortunately, nothing was found and five hours later we were able to take off again.Lesson80 The Crystal Palace 水晶宫Perhaps the most extraordinary building of the nineteenth century was the Crystal Palace, which was built in Hyde Park for the Great Exhibition of 1851. The Crystal Palace was different from all other buildings in the world, for it was made of iron and glass. It was one of the biggest buildings of all time and a lot of people from many countries came to see it. A great many goods were sent to the exhibition from various parts of the world. There was also a great deal of machinery on display. The most wonderful piece of machinery on show was Nasmyths steam hammer. Though in those days, travelling was not as easy as it is today, steam boats carried thousands of visitors across the Channel from Europe. On arriving in England, they were taken to the Crystal Palace by train. There were six million visitors in all, and the profits from the exhibition were used to build museums and colleges. Later, the Crystal Palace was moved to South London. It remained one of the most famous buildings in the world until it was burnt down in 1936.Lesson81 Escape 脱逃When he had killed the guard, the prisoner of war quickly dragged him into the bushes. Working rapidly in the darkness, he soon changed into the dead mans clothes. Now, dressed in a blue uniform and with a rifle over his shoulder, the prisoner marched boldly up and down in front of the camp. He could hear shouting in the camp itself. Lights were blazing and men were running here and there: they had just discovered that a prisoner had escaped. At that moment, a large black car with four officers inside it, stopped at the camp gates. The officers got out and the prisoner stood to attention and saluted as they passed. When they had gone, the driver of the car came towards him. The man obviously wanted to talk. He was rather elderly with grey hair and clear blue eyes. The prisoner felt sorry for him, but there was nothing else he could do. As the man came near, the prisoner knocked him to the ground with a sharp blow. Then, jumping into the car, he drove off as quickly as he could. Lesson82 Monster or fish? 是妖还是鱼？Fishermen and sailors sometimes claim to have seen monsters in the sea. Though people have often laughed at stories told by seamen, it is now known that many of these monsters which have at times been sighted are simply strange fish. Occasionally, unusual creatures are washed to the shore, but they are rarely caught out at sea. Some time ago, however, a peculiar永乐家电管理手册 本手册的目标和宗旨帮助刚刚从事永乐家电业务操作的新人快速熟悉卖场的基本情况、业务流程及相关管理事项。通过循序渐进的业务操作介绍，帮助业务人员规范操作流程，提升工作效能。帮助各地代理商将这种操作模式融入到日常工作中，协助战略合作伙伴共同发展。 目录第一章 永乐家电简介第二章 永乐基本业务操作第三章 永乐财务及仓库相关业务第四章 物流及通路库存管理第五章 如何在永乐提升销量第六章 与永乐的谈判第七章 永乐日常管理第一章 永乐家电简介第一部分：背景现状及文化第一节 永乐的历史及现状创建于1996年的永乐(中国)电器销售有限公司，是一家净资产数亿元的股份制大型家电连锁零售企业，2004年底成功引入美国摩根士丹利战略投资，公司跻身中国商业零售业及中国连锁行业十强企业之一。永乐家电经历了九年家电零售业巨大变革的洗礼，从成立初年销售额只有1000万，到2004年实现销售近百亿元，销售产品达数万多种，在上海、北京、天津、江苏、浙江、广东、深圳、福建、河南、四川、陕西等地拥有家电连锁大卖场，保持了年年超常规的发展业绩，成为国内家电连锁业的领头羊之一。截至二零零六年五月三十一日止，中国永乐的门店数目合共229家，遍及中国8个省份及3个直辖市的74个城市，计有214家标准店 (2,000 - 5,000平方米)，6家旗舰店 (5,000 - 12,000平方米) 及9家数码店 (300 - 500平方米) 。主要产品有空调、彩电、冰洗、音响、数码、小型黑色家电、小型白色家电、移动通讯八个大类。第二节 永乐家电成功之处持久作战：永乐面临的行业竞争是一场没有终点的马拉松。因此，永乐坚持以顾客为中心和关注企业内部能力提升为着眼点，不断前进，作持久作战的准备。步步为营：首先，建立并巩固根据地是永乐生存与发展的基础；其次，永乐不断地扩展根据地，形成大面积的战略优势区域；同时在一些区域进行战术性的布点，形成新的根据地萌芽。专业经营：永乐致力于家电流通领域，坚持走专业化道路，是一个成就顾客精彩生活的资源整合平台。通过对上下游资源的深度挖掘与整合，围绕优化顾客的生活方式，提供整体解决方案的产品与服务组合。 战略联盟：永乐在洞察、挖掘顾客需求的基础上，以“整合行业内外的产品与服务，提升营销能力和低成本、高效率的运营能力”为根基，通过战略联盟的方式，整合电器、电子、通信、网络及其增值服务提供商等行业资源。第三节 永乐家电发展计划战略布局以长三角地区为堡垒，进一步精耕细作。沿海地区布局成面，提升规模优势。中部地区大中型城市布局成线，奠定未来发展基础。西部地区省会城市布点，完善整体布局。人才建设领导发展计划：永乐将着力于培育各系统各区域管理者的领导能力。一方面，培育他们以财务成果为导向的经营能力；另一方面，培育他们带队伍、激发团队的领导能力。店长发展计划：永乐将大力培养店长，强化永乐每个作战单元的战斗力，以更好的服务客户，提升单店盈利能力。营销人才发展计划：永乐将大力发展营销人员研究客户，识别客户需求，整合产品与服务资源满足客户需求的营销能力。其他专业人才发展计划（选址、采购、物流、人力、财务等）：系统建设是永乐一项迫在眉睫的工作，永乐将大力培育各项专业人才，为系统致胜打下人才基础。服务人员发展计划：永乐将大力培育不仅能推销产品，而且能识别客户需求，咨询和提供解决方案的服务人员，并确保“亲切、时尚、信赖、卓越”的品牌形象的统一。人才引进计划：永乐的事业需要大量的人才，永乐将认真规划各类人才的需求，大力引进各类人才，以满足公司发展的需要。系统建设信息、物流系统：永乐要加强信息、物流系统的建设，构建高效的供应链管理系统，保证满足销售，库存合理和配送快速，沉淀宝贵的客户和经营数据。管理系统管控模式：永乐要建立即统一意志，又灵活应对市场的统分结合的管控模式。组织结构：永乐要不断建设、完善以战略为导向和以流程整合为基础的客户导向型组织结构。操作手册和流程：永乐要不断建设、完善详尽的操作规范和流程，以沉淀永乐的运营知识。绩效管理系统：永乐将构建目标、计划、评价、分配等绩效管理系统，建立以绩效为导向的竞争流动机制。人才发展系统：永乐将大力完善永乐的人才发展体系，培养认同永乐文化，战斗力强的队伍；内部晋升是构建永乐管理队伍的主要途径。第四节 永乐家电的发展弱势和不足对于永乐电器来说，当前最为棘手的要数收购业务的整合。永乐2003年开始先后收购了广州东泽、江苏上元、灿坤电器、厦门思文和河南通利，还与成百集团成立了合资公司，其店面数量也从原来的65家增加到目前的151家，其中至少有50家以上新增店面来自于收购。在快速增加营业额和营业店面数量的同时，永乐的收购业务的整合并不顺利。进行收购业务整合的同时，永乐上市带来的还有自身股权架构的改变。刚刚结束全球路演的陈晓曾告诉记者，“与大摩两年多的合作过程有龃龉也有欢笑，然而如果重新上市永乐可能采取与现在不同的模式，我们希望大摩是个战略投资者，而不仅仅是财务投资者。”第五节 永乐家电主要领导人执行董事 陈晓先生，47岁，本公司执行董事。陈先生于一九九六年九月加入本集团。陈先生亦为董事会主席、总裁兼永乐（中国）于一九九六年成立时的创办人之一。陈先生加入本公司之前，于上海永乐家电总公司任常务副总经理。彼在中国家电零售业拥有逾二十年管理经验。陈先生目前出任上海交电家电商业行业协会会长。彼于一九九三年毕业于同济大学，取得产业经济学士学位。陈晓曾担任上海万家灯火电子商务有限公司董事，该公司的营业执照已遭上海市工商行政管理局吊销。陈先生并无因该公司营业执照遭吊销而承担任何或然负债。 束为女士，39岁，本公司执行董事。束女士于一九九六年九月加入本集团。束女士亦为董事会副主席兼本集团执行副总裁并掌管本公司内部审计部。彼为永乐（中国）一九九六年成立时的创办人之一。束女士加入本公司之前，于上海永乐家电总公司担任经理一职。彼在中国家电零售业拥有逾十五年管理经验。束女士于一九九二年毕业于上海大学，取得国际贸易学士学位。束女士曾担任上海新大陆广场新永乐家电中心有限公司董事，该公司的营业执照已遭上海市工商行政管理局吊销。束女士亦曾担任上海人晓家用电器有限公司董事，该公司现已注销。束女士并无因该等公司的营业执照遭吊销或该公司被注销（视乎情况而定）而承担任何或然负债。 刘辉先生，46岁，本公司执行董事。刘先生于一九九六年九月加入本集团。刘先生亦为本集团江苏分公司总经理兼永乐（中国）于一九九六年成立时的创办人之一。刘先生加入本公司之前，于上海永乐家电总公司担任分公司总经理一职。彼在中国家电零售业拥有逾二十年管理经验。 马亚伟先生，51岁，本公司执行董事兼总裁特别助理。于一九九八年加入本公司前，马先生于太仓商业公司担任经理一职，并兼任太仓合山大厦的贸易经理，马先生曾担任上海永乐南通分公司总经理。彼在中国家电零售业拥有逾三十五年管理经验。 袁亚石先生，41岁，本公司执行董事，袁先生于一九九六年九月加入本集团。彼担任本公司副财务总监，是永乐（中国）于一九九六年成立时的创办人之一。袁先生加入本公司之前，于上海永乐家电总公司担任财务经理。彼在中国家电零售业拥有逾十三年财务管理经验。 周猛先生，42岁，本公司执行董事、副总裁兼首席运营官。于二零零五年三月加入本公司之前，周先生曾于和记黄埔有限公司工作，并曾于百佳超市担任中国发展部总监、上海及北京的总经理以及华东及华北发展总经理。彼亦曾担任Kerry Beverage Group采购总监、China Coca Cola Bottlers Procurement Consortium Company副总经理，并拥有零售管理方面的经验。周先生于西南农业大学毕业，取得农业经济及管理学士学位，并于康乃尔大学(Cornell University)取得硕士及博士学位。 沈平先生，36岁，本公司执行董事兼营销中心总监。沈先生于一九九六年加入本公司之前，曾于上海永乐家电总公司工作。彼在中国家电零售业拥有逾十三年管理经验。沈先生为陈晓先生的非血缘性的弟弟。沈平曾出任上海永长家电超市有限公司、上海永嘉家电超市有限公司以及上海永一家用电器有限公司三家公司的董事，该等公司均已注销。沈先生并无因该等公司注销而承担任何或然负债。 非执行董事 Julian Juul Wolhardt先生，32岁，本公司非执行董事。Wolhardt先生于二零零五年加入本集团，现时出任摩根士丹利的执行董事，专注发展大中华区直接投资业务。于加入摩根士丹利前，Wolhardt先生曾于Lazard Freres合并及收购部任职，之前曾于Coopers & Lybrand的财务顾问服务部任职。Wolhardt先生亦担任CIMIC Holdings Limited的董事，过往亦曾出任福建南平南孚电池有限公司非执行董事以及恒安国际集团有限公司董事会观察员。Wolhardt先生为执业注册会计师及美国注册管理会计师，于美国伊利诺大学Urbana-Champaign分校取得会计学荣誉学士学位。 独立非执行董事 于增彪博士，49岁，本公司独立非执行董事。于二零零五年六月加入本集团前，于博士于一九八五年至一九八七年担任河北大学讲师，于一九九三年担任教授及研究生导师，于一九九六年至一九九九年出任河北大学工商学院院长及会计系的系主任，于一九九九年调入清华大学担任教授和博士生导师至今。于博士现时为中国会计学会、中国成本研究会、亚太地区管理会计学会会员及国际管理会计师协会（中国）的专家委员会主要成员。于博士亦为新理财及理财者杂志编辑委员会委员。于博士亦出任中国重型汽车集团济南卡车股份有限公司及唐山晶源裕丰电子股份有限公司的独立董事。于博士于一九九五年获财政部嘉许为全国先进会计工作者。于博士于一九八二年毕业于河北大学，取得经济系学士学位，并于一九八六年于厦门大学修满会计学硕士课程。于一九九三年，于博士于一项厦门大学与美国伊利诺大学(UIUC)联合培养计划下获厦门大学颁授经济（会计）学博士学位。于博士亦为中国注册会计师。 朱正中先生，60岁，本公司独立非执行董事。于二零零五年六月加入本集团前，朱先生于多家美国公司积逾25年工作经验，其中包括美国可口可乐公司，于加入美国可口可乐公司前，朱先生曾任职于美国玉米公司技术员。于一九九二年，朱先生由美国可口可乐公司外派至中国任浓缩液部总经理。一九九五年至一九九八年期间，出任可口可乐公司市场推广部副总裁。于一九九九年，朱先生出任上海申美饮料食品有限公司总经理及副总裁。朱先生现时为中智人力资源管理咨询有限公司总顾问。朱先生于企业人力资源管理方面经验丰富。朱先生同时为香港联交所主板上市公司恒安国际集团有限公司的独立董事。自可口可乐退休后，朱先生出任媒体伯乐集团有限公司（媒体伯乐）行政总裁。于加入媒体伯乐前，朱先生曾担任美国顾问公司Thomas Group中国分公司总经理。彼于一九七七年自Tuskegee University取得食品科学硕士学位，并于一九九二年自Lake Forest Graduate Schoolof Management取得行政人员工商管理硕士学位。自一九八六年至一九九零年，朱先生担任中美食品协会的主席。于一九八九年，朱先生名列美国主管人士名人录。朱先生于一九九六年及一九九八年两度获上海市政府颁授上海市白玉兰奖，嘉许为最出色的外籍人士。朱先生于一九九八年担任上海市美国商会董事。 王兵先生，38岁，本公司独立非执行董事。王先生于二零零五年六月加入本集团。王先生现任鼎天资产管理有限公司行政总裁，TCL多媒体科技控股有限公司（前身为TCL国际控股有限公司）以及联华合纤股份有限公司董事。王先生于投资、资本市场营运及财务管理方面积逾10年经验。王先生持有经济学士学位以及工商管理硕士学位。王先生于二零零三年自中欧国际工商学院取得工商管理硕士学位。 高级管理层 张俭先生 (ACA，MBA)，35岁，担任中国永乐电器销售有限公司的首席财务官兼副总裁。张先生为英国皇家特许会计师。于2005年加入中国永乐，并且有12年的相关财务和金融方面的工作经验。在加入中国永乐之前，张先生曾经作为首席财务官在中国百安居工作，负责百安居财务，IT，以及风险管理。并且在此之前，张先生在英国普华永道国际会计公司担任审计经理，后成为资深咨询顾问。张先生在一九九五年于伦敦大学Queen Mary & Westfield College取得文学士学位，主修经济学，并于二零零一年在剑桥大学Darwin College取得工商管理硕士学位。 汤云斯先生 (CPA ，FCCA ，MBA)，38 岁，为本公司的公司秘书、财务总监及集团高级管理层之一。汤先生积逾14年会计及财务经验。于加入本集团前，汤先生曾先后出任由首长及招商局集团分别持有的上市公司之财务总监及公司秘书。汤先生并曾于德勤?关黄陈方会计师行任职。彼自英国University of Strathclyde取得工商管理硕士学位。汤先生为英国特许公认会计师公会资深会员及香港会计师公会会员。 第六节 永乐家电企业文化永乐使命：成就梦想，精彩生活我们关注人们生活观念、生活方式的变化，整合产品与服务资源，满足顾客物质需求的同时，丰富人们精彩的精神生活。永乐愿景：广受尊敬面向全球的常青企业 我们要做一个受人尊敬的基业常青的企业，以持续发展的优良业绩和诚信负责的形象赢得广泛的尊敬。我们定位于面向全球竞争的全球化公司。我们的全球化以 “五化”来体现：资本国际化：依托国际资本市场，引入国际战略投资，在资本格局上形成全球化公司。人才国际化：培养并吸引具有国际化视野和思维、掌握先进管理知识和技能的优秀人才。管理国际化：建立与国际管理规范接轨的经营和管理模式。供应商国际化：与国际一流品牌企业结为战略合作伙伴，让消费者体验全球化的生活品质。市场国际化：以全球化的背景考虑我们的业务扩展，为全球的消费者服务。永乐核心价值观以人为本、追求卓越、珍视消费、尊重权益一、以人为本只有满意的员工才有满意的顾客。我们必须尊重每一位员工，真诚的关心员工，改善我们的管理，让员工在永乐的舞台上能够顺畅、积极地创造价值，成就自我。我们坚信，认同永乐文化，诚实守信、积极主动、认真负责的员工是我们成就事业的核心资源。二、追求卓越我们认为，在经营上不断做得更好，持续保持在第一方阵是永乐事业扩张和事业安全的保证。我们认为，在管理上我们必须持之以恒地以精益求精、追求完美的态度对待每一件事。三、珍视消费我们认为，研究并满足消费需求是我们存在和发展的基石。顾客的需求是我们一切工作的根本出发点。四、尊重权益我们珍惜他人的付出，承担自己的义务，尊重他人的权利。和谐共赢是我们尊重权益的基本原则。第二部分：卖场运营策略、基本框架和部门职能第一节 永乐运营策略业务领域“两大功能”、“两个重点” “两大功能”： 家庭功能类：永乐致力于构建顾客精彩的家庭生活时空。如卧房电器、客厅电器、厨卫电器、书房电器、家居照明等。 个人功能类：永乐致力于构筑顾客精彩的个人生活时空。如通信产品、IT数码，美容电器、健身电器、游戏娱乐等。“两个重点” 侧重个人功能：家电连锁在家庭功能类产品的竞争已经达到白热化程度，扩展空间有限，而服务于个人生活方式的电器产品有着无限扩展的想象空间。因此，未来个人功能类产品的销售与服务是永乐争夺的重点。 侧重精神需求：永乐与国际巨头在传统电器的销售与服务能力方面差距巨大，而在挖掘优化生活方式的精神需求方面差距较小。网络时代的来临，科技与时尚的结合，人们精神需求空间巨大。因此，了解顾客生活观念、生活方式的改变，满足顾客的精神需求来整合资源是永乐扩张的重点。第二节 永乐组织架构（1） 总部：领导决策层：总经理 业务决策层：业务部 财务部 仓储部 实地操作层：采购层（2）门店：店长：与总部及区域经理的工作协调，做好政策及各类活动公布及决策。厅经理：负责门店的日常业务工作，包括门店形象、人员考勤纪律、例会组织等。柜组长：负责本柜组的销售业绩及促销员管理。营业员：协助柜长完成销售指标，承担日常业务工作。第三部分 永乐家电系统基本操作术语条形码：条状平行线和中间空白之组合，粘附于产品或集装箱之上，表达有关数据。可以用电子扫描仪读这些数据。广泛应用的有通用产品编码（UPC）-为美国和加拿大零售商所广泛应用的一种标准及更新一些的代码UCC/EAN-128。POP（POINT OF PURCHASE ADVERTISING）销售点广告：指超市卖场中能促进销售的广告，也称作销售时点的广告。在零售店内将促销讯息，以美工绘制或印刷方式，张贴或悬挂在商品附近或显著之处，吸引顾客注意力并达成刺激销售之目的。DM（DIRECT MAIL，简称快讯商品广告）又称促销彩页，一般用于超市商品促销的宣传手段，通常使用邮递、夹报、人工发放、店内领取等形式送到消费者手中，DM促销是超市最有效的促销手段。堆头：即“促销区”，通常用栈板、铁筐或周转箱堆积而成的货物堆，很多厂家即将堆头作为陈列展示也作为促销的手段。滞销：指商品销售效果不明显或很难卖出的现象。赠品：为刺激销售，对购买一定量所售商品的顾客，给予馈赠定量的商品。商品库存周期：商品平均库存额除以平均销售额，以日计算。超市一般用商品库存周期，来控制资金的使用率，加强商品销售时间的控制。盘点:定期对点内商品进行清点，以确实掌握该期间的经营绩效及库存情况。商品周转率:商品平均销售额除以平均库存额。第四部分 卖场相关管理制度 第一节 促销员管理（一）促销员的招聘流程1、招聘：根据公司的发展和需求，相应的招聘和补充一些新促销人员。新促销人员的招聘：岗位轮换、优胜劣汰和新店开业需补充的人员。临时促销人员的招聘：节假日、周末活动等需要招聘的一些临时性的人员，一般以*元/天来考核。2、培训/试用：对于招聘人员进行相关的企业文化、企业理念、产品知识、导购技巧的培训（23天），市场实习（34天），主要是对培训的跟进和该促销人员能力的了解。正式试用（3个月左右，表现好可以提前转正），使用期间一般只有提成不计底薪。3、日常管理：对促销人员的行政工作及考核激励做出相应的要求和管理。考核制度：对促销员整体业绩和工作情况进行考核。考核制度覆盖面一定要广，并且要有针对性和可行性。考核制度涉及的方面有：销量、产品知识及销售技巧、现场陈列、服务意识、工作违规、销量排名、信息反馈、报表完成情况、客户投诉、合理化建议等。激励制度：对促销员目标任务的约束，主要通过奖金来体现。惩罚制度：对促销员工作纪律、行为规范的约束和监控。例会制度：会议内容：信息反馈、销量汇总对比（形成内部相互竞争良性的，不是恶性的，让促销员有一定的压力）、培训、卖场问题提出与解决、相互交流以及对促销员的要求和期望。每周进行一次周例会（一般在星期一、二举行），每月进行一次月例会（一般在月底举行）。例会制度的好处：给促销员提供相互交流的机会、让促销员形成内部竞争、让促销员有压力感和归属感（团建活动，物质奖励）、了解促销员的需求、带给促销员更多知识和发展的空间。培训制度：培训是公司为促销员个人成长而做出的投入，对促销员的培训主要有以下几个方面内容：a：针对新产品的推广，阶段性的对促销员进行产品知识培训。b：针对竞争品牌产品的功能差异化，有策略性的对促销员进行产品知识巩固，增强自信心。c：针对近期销售过程中表现出的问题对促销员进行培训，以求解决问题，提升销售。4、薪酬设计：一般有以下几种方式A、工资=基本工资+提成+奖金（通过每月任务量或产品在商场销量/销售额排名来考核衡量）+加班费B、工资=提成（可以有意识的加高）+奖金+加班费C、工资=固定工资+奖金+加班费（对于步步高3类产品同时卖的商场实用）5、