Sales promotion draft June 11(Quartly)中文.docVIP

HengAn International Draft June 12, 2002 Sales Promotion Book（销售促销手册） Table of Contents内容目录 Section Sales Sheet产品销售宣传单张 The Category and Product identification产品类别及定义 Promotion package contents overview推广方案内容总览 Promotion objectives and Goals推广目的与目标 Promotion calendar 促销排期 Promotion method and media促销方式与传播途径 Promotion distribution channels促销发放渠道 Advertising plan 广告计划 Market and Competitive environment市场及竞争环境 Promotional materials促销材料 10. Training培训 Presentation scripts成功故事文稿 Product logistics产品物流 Promotion budget促销预算 Impact on product tree对现有产品线的影响 Responsibilities of Distribution channels分销商应尽的义务 Frequently asked questions (FAQ)常见问题解答 Section 1. The Promotion Category and Product identification产品类别及产品定义 What is the product category产品的所属类别 What is the product (name, description, sku) to be promoted 促销产品的名称、描述等 Is this a new product, product extension, enhancement, new and improved, etc. 新品，产品衍生、增强还是全新改良等？ Is this a temporary promotional package, life span, etc. 是否仅为促销装？时间跨度等？ Is a current HengAn being pruned 是否有准备退市的恒安产品 Section 2. Promotion Package Contents Overview Promotion Package contents一揽子促销计划内容 Special product promotional package特殊产品促销装 Combination package 混合装 Gift礼品 Certificate(s) Contest竞争 Promotional product quantities by region各区促销产品数量 Promotion Overview (see applicable section for detail)促销概况（详见相应材料） Coordinated Advertising package (Yes/No)联合广告（是/否） Print Media (Yes/No)平面媒体（是/否） TV Commercials (Yes/No)电视广告（是/否） Radio Commercials (Yes/No)广播广告（是/否） POS displays (Yes/No)POS展示（是/否） Promotion Scope and boundaries推广范围 Regional coverage plan (provinces, sales regions, cities, etc.)所覆盖的区域（省，销售大区，城市等） Distribution channels coverage所覆盖的分销渠道 Product(s) coverage所覆盖的产品 Section 3. Promotion Objectives and Goals促销目的与目标 Promotion goals促销目的 Revenue enhancement增加销售额 Brand enhancement加强