代理式营销——现代企业营销运营前瞻.doc

代理式营销现代企业营销运营前瞻营销时代所有企业必须确立以市场需求、市场定位、市场销售、市场服务为一体的企业市场观，这就是现代营销概念。我们的代理营销就是根据这种企业市场观，这种营销概念所确立的营销新形式代理式营销。之所以我们提出代理式营销是基于现在的企业在营销上有以下的困境。1.许多企业生产出优质产品不知如何迎合市场需求。2.许多企业生产出优质产品更不知如何选择自己的诸多效能中哪一种来迎合市场需求，确定自己产品的独特销售个性（USP）。3.许多企业根本不知如何根据市场需求生产适销对路的产品。4.许多企业没有自己的销售方法与销售渠道，无法销售自己的产品。5.许多企业既没有自己的销售方法与渠道，也不懂如何管理自己的销售组织，致使自己的营销工作半途而废。6.许多企业将产品销售后，由于不懂如何进行良好的售后服务而造成大量销售商与消费者的丧失。以上的问题都是企业遇到的营销困境。根据以上原因哪家企业如果能确立以市场为导向的产品开发生产思路，以创立有效销售通路为导向的销售思路，以市场服务为导向的后营销思路，哪家企业就会在现今市场营销的年代取胜。其中“以创立有效销售通路为导向的销售思路”还可以细分为开拓销售渠道、组建销售队伍、管理教育之营销环境三部分。这一导向的最终目的是组建销售高速公路直接面对销售终端以期产生极高的销售业绩。我们的代理式营销就是以这三种导向为营销市场的内核结淀的一种销售方式。所以我们的代理式营销确立了“以市场需求为导向定位的产品，以畅通的销售渠道最有效的销售队伍面对销售终端为导向定位自己的销售通路”；“以消费者为导向定位市场服务”的主题理念。代理式营销理论组合我们吸收以下几种商业方式的优势一、特许连锁优势如下：1.有效的吸引社会投资在广大地域建立销售渠道以促进销售。2.通过统一的CIS、PIS进行标准化、简单化、专门化、集中化经营能在销费者和业界形成强大而有魅力的整体形象。提高社会的知名度及工作效率，有效增加销售额。3.卓越的经营方式和技术诀窍的应用，提高了为消费者服务的水平，促进销售量。二、仓储式会员制销售优势如下：1.有效的缩短了销售渠道，降低了流通费用，使消费者能接受到物美价廉的商品和服务。2.运用“会员制”采取特别的奖励措施吸引更多的消费者消费更多的优惠产品。三、厂家直销1.组建自己的销售队伍直接面对消费者，变传统的被动式销售为主动的推式销售。2.由于直接面对销售终端，能够提供给消费者完善的服务。3.更能全面地了解消费者需求，掌握市场需求资料，促使企业生产出更适合市场需求的产品。这三种商业方式优势的整合便是我们“代理式营销”的独特魅力。我们代理式营销的概念是“以优秀文化为基础，全面实行产品目标化，组织网络化、形象标准化、商圈密集化且建立全面管理、教育机制的现代销售服务高速公路策略。”具体的意义是：以中华古老文化为底蕴、优秀商业营销文化为基础，锁定目标市场整合优势产品；以特许连锁方式全面组建营销分公司创立销售服务品牌，形成以分公司为中心的“商业商圈”消费网络；以厂家直销方式组建销售队伍，主动锁定目标顾客，形成独特的“人际商圈”消费网络。对总部、分公司、商圈、消费者实施人性化及古典式结合的现代化管理且对员工实施营销、管理、素质培训以期高速高效销售产品方式的策略。代理式营销优势分析我们的代理式营销有如下优势一、对于企业自身的优势1.采取特许专卖的方式迅速地建立企业自身的营销分公司，形成营销网络。2由于组织网络经营的集中化、简单化、标准化、专门化，便能够迅速的组建自己的销售队伍，全面推进自身的产品销售，形成营销网络与销售队伍通畅，产生极高的销售业绩。3通过统一的CIS、PIS，能在消费者与业界建立统一形象，形成强大的社会效益，增加企业自身营销服务品牌的价值。二、对于事业共同体商家的优势1少量投资就可以设立自己为法人代表的公司，且获取极高的利润。2由于总部的指导与援助，分公司运作接近无风险。3由于总部统一管理、培训、指导，使分公司既使无事业经验，也能够开展事业活动。4由于总部有统一的文化内核及相应的培训措施，使得分公司及分公司经理站在营销浪潮的前列，迅速掌握现代营销理念及提高自身商业竞争力，且适应市场变化的事业经营。5由于总部确定“市场需求为导向”，因此总部开发的产品是适应目标市场的。6由于总部统一的CIS、PIS、SP策划，使得企业及产品具备高形象力及高竞争力，使得分公司开业伊始便能进行高知名度、高效果的运作。7由于总部的营销实力及销售渠道使得分公司能够实现低成本运作，并且能够得到优质稳定的供给。8总部拥有经济、法律、税务、设计、管理、营销等方面的专家，使分公司能够接受这些方面的咨询及援助。三、代理式营销对于消费者的优势1由于总部对于市场的专业研究及对产品的全面定位，各分公司及销售人员能够提供给消费者产品使用的专业指导，使消费者能够有效及经济的使用产品。2由于总部对于商圈顾客档案的完善管理和总部的专业培训，使得各分公司及销售人员具备完善的顾客服务能力，因此消费者可以享受到物超所值的服务。3由于总部及分公司有效的降低产品及销售费用，使消费者能接受到物美价廉的商品。代理式营销不仅具备以上优势，而且它还适合中国国情。代理式营销是在具有中国特色的社会主义市场经济环境中孕育成熟的。同时是以中国古老文化及优秀的商业营销文化为内核积淀的一种营销文化方式，更令人可喜的是由于我们拥有健全的营销网络、扎实的销售队伍、密集的销售商圈，使得我们能够根据各地风俗人情、消费习惯策划一整套更能适合当地市场状况的营销策略。所以代理式营销更适合中国的市场营销环境。代理式营销从市场宏观角度而谈，不但适合市场经济发展的普遍规律，而且吻合中国国情状况；从微观角度而谈，代理式营销已经完善地解决了企业的市场需求调查、产品定位、销售渠道、产品销售、营销管理、售后服务等系列问题，而且也使得事业共同体商家获得极大的销售利润及先端营销文化。更令人欣慰的是消费者不仅可以消费物美价廉的产品，而且也可以享受物超所值的服务。因此，代理式营销和任何一种营销策略相比更具备极大的市场竞争力及品牌形象冲击力，也更适合中国营销市场的竞争。代理式营销必定掀开中国商业流通领域改革新的一页，给商业流通领域改革带来一股强劲风暴。All enterprises must establish marketing era to the market demand, market positioning, market sales, marketing services as one of the enterprises co-share, such is the modern marketing concept. Our agent marketing is based on the co-share of the enterprise, the marketing concept is to establish new form of marketing, agent for the marketing.The reason we proposed proxy marketing is based on the enterprise in the marketing of now, there are the following.1. Many enterprises to produce high-quality products do not know how to meet the demand of the market.2. Many enterprises to produce high-quality products more do not know how to choose their own a lot of effectiveness of which to cater to the market demand, determine their products unique sales personality (USP).3. Many companies simply do not know how to according to the market demand in the production of marketable products.4. Many enterprises dont have their own methods and sales channels, unable to sell their products.5. Many enterprises have neither their own marketing methods and channels, also dont know how to manage their own sales organization, making the marketing work by yourself.6. Many enterprises after the product sales, because do not know how to make good after-sales service and cause the loss of a large number of distributors and consumers.Above problems are marketing enterprises encountered difficulties.According to the above reason which enterprise if we can establish a market-oriented product development and production of ideas, guided by creating effective marketing channel sales ideas, after the market service oriented marketing idea, which the enterprise will win in current marketing s. Guided by creating effective marketing channel sales idea of can be further subdivided into expand sales channels, to form a sales team, management, education marketing environment of the three parts. The ultimate purpose of this guide is to form a highway directly to sales terminals in order to produce the highest sales performance. Our agent marketing is guided by the three kernel of lake for marketing market a way of sales.So our agent marketing established market demand oriented positioning products, in order to smooth sales channels of the most effective sales team in the face of sales terminals oriented positioning its own sales channels; Consumer oriented positioning market services the theme of the concept.Agent marketing combination theoryWe absorb the following several methods of commercial advantageA, franchise chainAdvantages as follows:1. Effective to attract social investment in the region to establish sales channels to promote sales.2. Through the unified CIS, PIS standardization, simplification, specialized, centralized management to the pin and the whole image of the industry to form a strong and attractive. Improve the social awareness and work efficiency, increase sales.3. The excellent management way and application of technical know-how, improve the level of service for consumers, promote sales.Second, the warehouse membership salesAdvantages as follows:1. Effectively shorten the sales channels, reduce the circulation costs, make consumers can receive the good and cheap goods and services.2. Use the membership to take special incentive measures to attract more consumer spending more favorable products.Third, factory direct sale1. Establish their own sales team directly to consumers, change the traditional passive to active the push sales.2. Since selling directly to the end, it can provide perfect service to consumers.3. More comprehensive understanding of consumer demand, grasp the market demand information, prompting companies to produce more products suitable for the market demand.The integration of these three business mode advantage is our agent marketing unique charm.Our agent marketing concept is based on the excellent culture, fully implement products targeted, organization network, image standardization, business circle intensive and comprehensive management, the education mechanism of modern marketing and service strategy on the highway.Specific meaning is: in the Chinese ancient culture as the background, excellent business marketing culture, on the basis of target market integration advantage products. Comprehensive in franchising the way to form a marketing branch established sales and service brand, form branch centered commercial business circle of consumption network; To form a sales team in factory direct sale way, active target customers, formed a unique consumption interpersonal business circle of network. To headquarters, branch, business circle, carrying out the humanized and classic combination of modern management and consumer marketing, management, quality training for employees in order to high speed and efficient way of sales strategy.Agent marketing advantage analysisOur agent marketing has the following advantagesOne, for their own advantage1. Take the way of franchising monopoly to quickly establish its own marketing branch, form a marketing network.2. Due to the centralization of the network operation, simplicity, standardization, specialization, can quickly establish their own sales team, comprehensively promote own product sales, marketing network and sales team, to produce high sales performance.3. Through the unified CIS, PIS, to establish a unified image in the consumers and the industry, to form a powerful social efficiency, increase the value of their own marketing service brand.Second, for the business community - business advantage1. A small amount of investment can be established himself as the legal representative of the company, and get high profits.2. Due to the guidance and assistance from the office, branch operations closer to the risk-free.3. Due to the headquarters unified management, training and guidance, make branch even if no business experience, may also be able to carry out business activities.4. Due to the headquarters unified culture kernel and the corresponding training measures, make branch and branch manager to stand in the forefront of the wave of marketing, quickly grasp the modern marketing concept and enhance the competitiveness of their business, business management and adapt to market changes.5. Due to the headquarters to determine the market demand as the guidance, so the headquarters to develop product is adapt to the target market.6. As a result of the headquarters unified CIS, PIS, SP planning, makes the enterprise and the product has high image force and high competitiveness, makes the branch opened can undertake high visibility and high effect operation.7. Due to the headquarters of marketing and sales channel enables the branch to realize low cost operation, and can get high quality and stable supply.8. Headquarters have economic, legal, tax, design, management, marketing experts, the branch can accept these aspects of consulting and assistance.Three, agent marketing advantages for consumers1. Due to the headquarters for professional market research and a comprehensive orientation to the product, all branches and sales staff to provide for the use of consumer products of professional guidance, make consumers can effective and economic use of the product.2. Due to the headquarters for the improvement of the business customer file management and headquarters of professional training, make each branch and sales personnel have the ability to improve customer service and so consumers can enjoy the value of service.3. Due to the headquarters and branch effective in reducing products and sales cost, make consumers can receive the good and cheap goods.Agent marketing not only have more advantages, but it is also suitable for Chinas national conditions.Marketing is in the environment of socialist market economy with Chinese characteristics of mature. At the same time in Chinas ancient culture and the excellent commercial marketing culture as the kernel of a way of marketing culture, whats more the good news is that because we have a sound marketing network, strong sales team, intensive sales business circle, enables us to according to the local customs, consumption habits and more fit the marketing strategy of the local market situation. bj