KA系统经营市场销售第一线.doc

二、市场——销售的第一线 “从市场中来，到市场中去”，马克思说，资本家从生产到销售，完成了惊险的一跃。是的，只有市场上良好的销售表现，霸王才能创造惊人的销售神话。同时，也要看到我们的业务团队、促销团队、管理团队和商场、客户的支持与配合。市场的竞争是激烈的，商场如战场，只有深入市场一线，才能对我们的产品定位、对公司的发展现状有清楚具体的认识。也才能对零售商的状况有实地考察，跟踪竞品动向，不断发现生意机会。做到知己知彼，百战不殆。 在广州、东莞、深圳、上海、云南市场部巡场实习期间，我切身体会到霸王在广东省内的成熟和稳健，企业形象和产品知名度都很高，已经形成一批忠实的消费群体，尽管竞争对手的激烈打压和争夺，由于“中药世家”的明确定位和产品差异化路线，通过细分市场不会因为时间的推移和概念的消亡而消失，它是基于消费者需求的分众市场，只要需求依然存在，市场就不会消失。营销的暂时成功并不能代表企业未来能长久占细分市场的高地，它还要求企业在品牌、文化、系统上有所作为，并确定不可逾越的优势。易联初花是一家在华投资的大型零售客户，具有100％的外资背景，也是加后对外资完全开放零售市场以来发展最迅猛的KA。从1999年起，它每年保持增加8到10家新店的开业速度，其营业额也突飞猛进，从2000年起，平均保持了56%的年销售增长速度。到2004年，根据销排名，易联初花已经成功进入前10名的零售商行列。易联初花目前在中国已经拥有门店36家，门店分布范围广泛，南到海南省的海口市，北到吉林省的长春，西到新疆乌鲁木齐，东到浙江的宁波。在北京、上海、广州、武汉每个一级城市都有三家门店。易联初花的总部设在上海，对于一些全国性的品牌，集中进行采购。 implementation of corrective tasks for the new problems found in a timely manner into the special rectification and rectification category. In-depth summary of good practices and good experience in educational practice, good around the typical, continue to promote the rectification, to prevent repeated rebound, use of the results of the activities, timely organization look back again. The theoretical results, continuously consolidate and deepen and expand educational practice to achieve the system results, practical results. Three, the main problems and rectification measures focus on rectification goals, determined to honor the commitment rectification measures to build long-term mechanism style construction bureau Party, improve the ideological style The construction and working level, according to the list of issues to sort it out, with overall requirements to carry out the mass line of educational activities, focus on the implementation of the rectification, enhance team ability to discover and solve their own problems, focus on building a political firm, pioneering and innovative, wholeheartedly for the people, strive for unity, harmony, strong collective leadership (a honest and clean.) there lack of global awareness and innovation problem in carrying out