品牌管理——目标顾客群零售模式解读.pptVIP

“出发点”决定了基于供应链的“渠道关系” 品牌管理的关键是以消费者为出发点 供应商与零售商的合作也是以顾客/消费者为出发点 品牌管理 目标顾客群零售模式 SHOPPER FOCUSED RETAILING目标顾客群零售模式 SFR Overall Methods 整体模型  Identify Target Shoppers’ Needs – 确定目标顾客群的需求 HIERARCHY OF NEEDS (需求层级) SFR 八步过程 Shopper Focused Retailing Process 1 - Identify Target Household “确定目标顾客群” 2 - Establish Core Competency “构建核心竞争力” 3 - Define Value Propositions “定义并传达价值命题” 4 - Create Shopper Offering “围绕顾客群创建商品组合” 5 - Establish Corporate Roles, Tactics, Measures “确定总体角色, 策略, 衡量标准” 6 - Shopper Offering Assessment “评估商品组合” 7 - Create Shopper Offering Business Plans “创立商品组合的业务发展计划”