(12345简单品牌运营法连载30)两个基本点之品牌推广
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">二、小城市论</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></B></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">市场无大小、好坏之分，但有开发的好坏之分，小城市论形象的说，就是高射炮打蚊子，要做就要做到极至，要做就要做透彻，要做就要做到高投资汇报率。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">2005</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">年的时候我们帮莱芜的开元集团做做了一款叫小天下的白酒，当时开元的老总张军对我们的要求是，一定要考虑成本，不能像别的企业那样狂轰乱炸，当然做企业考虑成本是对的，但是一味的考虑成本，而把市场做不透也是不行的，关键是要投的恰到好处。后来我们成立了一个营销团队，叫尖刀连，量化行为标准，别人都</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">12</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">小时答复，我们作到</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">1</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">小时答复，我们要做名副其实的尖刀连，就像军队中的尖刀连一样，具有杀伤力、穿透力。当然意料之中，市场被我们打的很透，当年投入了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">300</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">万，回款达到了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">1700</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">万，投资汇报率相当的高，更重要的是占领了市场，为以后的工作提供了很大的方便。这个案例也说明了一个理念，做企业要珍惜腰包中的每一分钱，不要轻易的出手，出手就要命中要害，一举攻破，不能拖泥带水，否则前面的投入都是白费工夫。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">三、全面运作论</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">终端是产品到顾客手中的最后一道环节，那么这一环节又有哪些具体的分环节呢？全面运作论的核心思想就是指分析这些具体的分环节，然后把它们做精、做细、做到位。换一句话说，就是把终端进行到底，做的更全面，更深入。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">举个酒水例子，酒水到底有多少种终端呢？大家可能都想到了超市、酒店、商店等，其实环节十分多，比如还有小饭店、小卖店、报亭等，可以说大多行业的产品终端的形式都不下</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">20</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">种，只要我们善于去发现、去总结，头脑风暴法在这里可能会比较有用。当我们把所有的终端环节都找到、摸透，然后投放产品，效果马上会出来，回款会直线上升。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">四、力度论</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">力度论强调的是不轻易出手，一出手就要对准位置、掌握力道，集中优势兵力狠击猛打，一直到攻下来为止，而不能像撒胡椒面那样没有重点，也不能像烧开水，烧到了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">98</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">度了然后停止了，这样以前的工作都白做了。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></SPAN></P><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ''; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">2001</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-family: ''">年的时候，我们为一个啤酒公司做的一个策划是这样的，让他们找一个经销商打进来</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ''; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">100</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-family: ''">万的货款，然后给经销商定三个要求，当三个要求都达到了，把</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ''; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">100</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-family: ''">万还还给经销商，这三个标准是终端铺货率</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ''; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">90%</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-family: ''">、合格的终端建设率</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ''; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">90%</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-family: ''">、营业员准确推荐率</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ''; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">90%</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-family: ''">。当时这个老板就问，这不是送给人家</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ''; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">100</SPAN><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-bidi-font-family: ''">万的货吗？我说是，这就是力度，只要有这样的力度，情况会马上转变。啤酒是什么产品，啤酒是非常感性的产品，是快速消费品，只要你铺货，铺的到处都是，铺的顾客伸手可及，你的销量才有保障。终端还有一个说法，叫做产品要买得到、值得买、买的起，首先就是买得到，如果买个啤酒还要跑几里地，估计就没有人买了，所以铺货的力度有些时候决定了营销的质量。中国销售市场中还有一句老话，销售就是铺货铺货再铺货，当然它有它的不合理的地方，但是至少说明了铺货的重要性。</SPAN>
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