四、怎样不给进场费
<h2><span style="font-family: 黑体; color: windowtext;">四、怎样不给进场费</span><span lang="EN-US" style="font-family: 宋体; color: windowtext; display: none;"><op></op></span></h2><p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">终端不是都被“买断”了吗？</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">不该给进场费的企业怎样才能避免“给了是找死、不给是等死”的“命中注定”？</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">那么，我们先问，名牌产品如宝洁系列、两乐，如名酒（茅、五、剑），为什么可以不给？</span><span lang="EN-US" style="font-family: 宋体; color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">一些新产品（例如水井坊的当年），为什么也可以不给？</span><span lang="EN-US" style="color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span lang="EN-US" style="color: windowtext;">1</span><span style="font-family: 宋体; color: windowtext;">、建立核心能力</span><span lang="EN-US" style="font-family: 宋体; color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">在</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">产品表现力</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">、</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">团队简单化执行力</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">、资金实力等处于劣势时，一定得有其他的核心能力，否则</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">交进场费找死、不交进场费等死</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">，反正是死、不必选择；</span><span lang="EN-US" style="font-family: 宋体; color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">有了</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">应有核心能力</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">的任意一种或数种，都可以不给进场费而获得成功；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">如“绿茶”、“冰红茶”、“弹面”、“果奶”等产品，在</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">产品表现力</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">层面建立了核心能力；水井坊在培训营销、酒道表演等层面建立了核心能力</span><span lang="EN-US" style="color: windowtext;">----</span><span lang="EN-US" style="color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span lang="EN-US" style="color: windowtext;">2</span><span style="font-family: 宋体; color: windowtext;">、成为名牌</span><span lang="EN-US" style="font-family: 宋体; color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">（</span><span lang="EN-US" style="color: windowtext;">1</span><span style="font-family: 宋体; color: windowtext;">）知名度高，消费者指名购买率高</span><span lang="EN-US" style="font-family: 宋体; color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">（</span><span lang="EN-US" style="color: windowtext;">2</span><span style="font-family: 宋体; color: windowtext;">）品牌定位合理：成为消费者某种场景的符号，终端非卖不可；例如宴请不熟悉的上级领导时，五粮液就是一个“尊敬”“正规”的符号，即使被接待者不喜好五粮液，也不会责怪；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">（</span><span lang="EN-US" style="color: windowtext;">3</span><span style="font-family: 宋体; color: windowtext;">）成为终端档次的符号：没它你百货大楼或酒楼或商超就就没有身份</span><span lang="EN-US" style="color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span lang="EN-US" style="color: windowtext;">3</span><span style="font-family: 宋体; color: windowtext;">、把终端建在消费者手机上</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">近年零售业态中一个非常值得注意的现象，是“炮弹型终端”的崛起。</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">我把传统终端定义为“地雷式终端”，因为它们是守株待兔式地等待消费者进入终端后才能“引爆”消费者；它们依赖于拦截顾客，所以必须重视店面吸引人、位置的辐射力；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">而另外一些终端，却能移动，不依赖于店面装修、不依赖于位置的辐射力；如传统的奶站、水站；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">但有些“炮弹型终端”的崛起可能给零售业态带来重新洗牌的局势。如杭州最近发展极快的“利客满”酒水“类别杀手”，单店辐射能力为</span><span lang="EN-US" style="color: windowtext;">3</span><span style="font-family: 宋体; color: windowtext;">公里；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">杭州酒楼全部被供货商“买断”，消费者满意的产品远远少于酒店能够供应的产品；“利客满”这类“炮弹型终端”的崛起使消费者无须“自带酒水”而享受到充分的选择权，还经济实惠；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">它使一些没有“买场”的名牌产品可以轻松地“</span><span style="font-family: 宋体; color: windowtext;">把终端建在消费者手机上”；进场费将相当程度上成为“不必要”。</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span lang="EN-US" style="color: windowtext;"><!--Element not supported - Type: 8 Name: #comment--> <!--Element not supported - Type: 8 Name: #comment--><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span lang="EN-US" style="color: windowtext;">4</span><span style="font-family: 宋体; color: windowtext;">、项目营销</span><span lang="EN-US" style="font-family: 宋体; color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">以战略来指导</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">机会主义营销</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">，与终端合作，团购等。</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span lang="EN-US" style="color: windowtext;">5</span><span style="font-family: 宋体; color: windowtext;">、核心终端：</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">任何降低覆盖率、只与核心终端联合推广的行为都能降低</span><span style="font-family: 宋体; color: windowtext;">进场费的必要性</span><span style="font-family: 宋体; color: windowtext;">。</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span lang="EN-US" style="color: windowtext;">6</span><span style="font-family: 宋体; color: windowtext;">、培训营销</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">这是</span><span style="font-family: 宋体; color: windowtext;">进场费的转换方式；但可能比进场费的纯粹给予要有价值。</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span lang="EN-US" style="color: windowtext;">7</span><span style="font-family: 宋体; color: windowtext;">、</span><span style="font-family: 宋体; color: windowtext;">双终端模式</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">双终端模式列表如下：</span><span lang="EN-US" style="font-family: 宋体; color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span lang="EN-US" style="color: windowtext;"><!--Element not supported - Type: 8 Name: #comment--><!--Element not supported - Type: 8 Name: #comment--><img width="480" height="360" vshapes="_x0000_i1026" src="file:///C:/DOCUME%7E1/toshiba1/LOCALS%7E1/Temp/msoclip1/01/clip_image004.gif" alt=""/><!--Element not supported - Type: 8 Name: #comment--><!--Element not supported - Type: 8 Name: #comment--><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">推广终端没有进场费，因为商业价值低；但推广终端价值被低估：顾客长期价值高，网络价值高，配套容易</span><span lang="EN-US" style="color: windowtext;">---</span><span lang="EN-US" style="color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">详细的运作本文无法展开，只能谈谈做好</span><span style="font-family: 宋体; color: windowtext;">双终端模式</span><span style="font-family: 宋体; color: windowtext;">对核心能力的主要要求：</span><span lang="EN-US" style="font-family: 宋体; color: windowtext; display: none;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">（</span><span lang="EN-US" style="color: windowtext;">1</span><span style="font-family: 宋体; color: windowtext;">）产品：价值丰富；经过沟通后目标消费者具备较大价格承受力；</span><span lang="EN-US" style="font-family: 宋体; color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">（</span><span lang="EN-US" style="color: windowtext;">2</span><span style="font-family: 宋体; color: windowtext;">）团队：多兵种、小规模、项目化、连续作战、矩阵管理；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">（</span><span lang="EN-US" style="color: windowtext;">3</span><span style="font-family: 宋体; color: windowtext;">）战略：庖丁解牛，披亢捣虚，积小胜为大胜；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">（</span><span lang="EN-US" style="color: windowtext;">4</span><span style="font-family: 宋体; color: windowtext;">）绩效：长期性激励；</span><span lang="EN-US" style="color: windowtext; display: none;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span lang="EN-US" style="color: windowtext; display: none;"><!--Element not supported - Type: 8 Name: #comment--> <!--Element not supported - Type: 8 Name: #comment--><op></op></span></p> <h2><span style="font-family: 黑体; color: windowtext;">五、万变不离其战略</span><span lang="EN-US" style="color: windowtext;"><op></op></span></h2>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">产品成功的根本前提是</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">消费者价值</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">但产品的消费者价值的结构是不同的；</span><span style="font-family: 宋体; color: windowtext;">所以消费者感知的价值与实际价值往往不统一；所以产品价值的传递模式就不同；不同传递模式所需要的资源又不同；<span lang="EN-US"><op></op></span></span></p>
<p align="left" class="MsoNormal" style="text-align: left; text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">进场费是产品价值传递的工具之一；<span lang="EN-US"><op></op></span></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">企业</span><span style="font-family: 宋体; color: windowtext;">对传递工具的选择，必须以核心能力为基础、战略目标（消费者价值、顾客定位等）为导向，以所有传递工具的</span><span lang="EN-US" style="color: windowtext;">“</span><span style="font-family: 宋体; color: windowtext;">整合营销传播</span><span lang="EN-US" style="color: windowtext;">”</span><span style="font-family: 宋体; color: windowtext;">总体策略为指导。</span><span lang="EN-US" style="color: windowtext; display: none;"><op></op></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">进场费是价值传递的润滑剂之一，是一个交易筹码；产品价值的传递本质上是企业与合作伙伴之间的价值评估、价值发现与价值创造；所以，进场费的选择要</span><span style="font-family: 宋体; color: windowtext;">以价值评估为基本工具，以价值网络的交易成本降低、结构持续优化、质量持续提升为目标；销售业绩与网络凝聚力号召力影响力的互相推进；</span><span lang="EN-US" style="color: windowtext;"><op></op></span></p>
<p class="MsoNormal" style="text-indent: 24pt; line-height: 150%;"><span style="font-family: 宋体; color: windowtext;">当以战略眼光科学认识</span><span style="font-family: 宋体; color: windowtext;">进场费之后，进场费就纳入了</span><span style="font-family: 宋体; color: windowtext;">营销科学化、决策模式化、管理工具化的运营之中。</span><span lang="EN-US" style="color: windowtext; display: none;"><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span lang="EN-US" style="color: windowtext;"><!--Element not supported - Type: 8 Name: #comment--> <!--Element not supported - Type: 8 Name: #comment--><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span lang="EN-US" style="color: windowtext;"><!--Element not supported - Type: 8 Name: #comment--> <!--Element not supported - Type: 8 Name: #comment--><op></op></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: 方正舒体; color: windowtext;">作者曾祥文，美国科特勒营销咨询集团高级</span><span style="font-family: 方正舒体; color: windowtext;">顾问<span lang="EN-US">,中国营销学院客座教授、中国营销学会副秘书长；blog:zxw88263.blog.sohu.com<op></op></span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span lang="EN-US" style="font-family: 方正舒体; color: windowtext;">email:zxw88263@163.com</span></p> <p>由于网络原因</p><p>操作十分困难</p><p>所以文章被割裂得鸡零狗碎</p><p>敬请原谅<br/></p> 又有多少新品有时间耗得起不给进场费？
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