KA培训资料概要1.ppt

个人简介 零售业在中国的发展趋势 零售业在中国的运营模式 KA管理流程 谈判技巧 农夫山泉的KA操作手册 What are Key Accounts? 什么是关键客户？ The definition comes from Europe and US 这一定义来自于欧洲和美国 In the 70s and 80s suppliers noticed that some customers became very big (mainly through mergers) 在70和80年代，供应商察觉到一些客户变得非常强大（主要通过合并方式） The suppliers had to change their sales organizations to manage these customers (Separate Store and Headquarter Management) 供应商必须改变销售组织来管理这些客户（区分门店和总部管理） Because these customers were very important, they were called “Key customers” or “Key accounts” 因为这些客户非常重要，他们被称为“关键客户” The whole process of dealing with these customers was called “Key Account Management” 与这些客户做生意的全部过程被称为“关键客户管理” Key Accounts in China 关键客户在中国 Because of their role as Key Customers in Europe/US Carrefour, Walmart, Metro… were all called “KA” when they came to China 因家乐福/沃尔玛/麦德龙等在欧洲/美国扮演了关键客户的角色，所以在他们进入中国时被统称为“KA” This was not really correct because they are still small in Marketshare 他们的市场份额仍较小，所以称之为“KA”并非完全准确。 Today KA is not only Carrefour, Walmart or Hypermarkets 目前，KA不仅指家乐福、沃尔玛或大卖场 Today KA Management mainly means Modern Trade Management (selfservice stores that may or may not belong to a chain) 目前，KA管理主要是指现代渠道管理（指连锁或非连锁的自助式销售商店） Modern Trade Definition (AC Nielsen)现代渠道定义（AC尼尔森） Store Type Definitions: Modern Trade 门店类型定义：现代贸易 Hypermarket 大卖场 Supermarket 超级市场 Minimarket 小型超市 Convenience Stores 便利店 Store Type Definition: Traditional Trade 门店类型定义：传统贸易 Grocery Stores 食品杂货店 Kiosk 售货亭 Other FMCG Stores 其他快速消费品商店 Hypermarkets 大卖场 （AC尼尔森） Self service with shopping carts and baskets provided for customers 自助服务，为消费者提供购物车和购物篮 Sales area is at least 6000m2 销售区域至少6000平方米 At least 30 checkouts with cash registers 至少30处具备收银机的结算处 Handles Electrical (including televisions), Household Goods (including washing machines and refrigerators) and Fresh products 经营电器（包括电视），日用商品（包括洗衣机和冰箱）和生鲜产品 Store belongs to a chain 连锁经营 Store is air conditioned 门店配置空调设备 Store has products th