营销理念的发展、创新与实践（The development, innovation and practice of marketing concept）.docVIP

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营销理念的发展、创新与实践（The development, innovation and practice of marketing concept）.doc

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营销理念的发展、创新与实践（The development, innovation and practice of marketing concept）

营销理念的发展、创新与实践（The development, innovation and practice of marketing concept） [training number]: [training program]: Four, outline: (1) from the 4P theory to the realm of 4C and 4R; 4P theory and Practice ? products are the core and foundation of 4P ? product concept ? product quality (intrinsic quality, external quality, functional quality) ? product innovation ? prices are important but not the only means of competition ? price competition is not just low price competition ? price strategy ? price formulation (cost pricing method, target profit pricing method), ? the concept of channel ? the role of channels ? channel choice ? channel design ? channel management and service The marketing channel innovation of Dili spring beer ? innovation of channel structure ? innovation of channel relation ? innovation of channel function Innovation purpose ? 1, reduce the channel level, and realize the channel flattening ? 2, improve the companys ability to control downstream channels ? 3, improve the profit satisfaction of channel members ? 4, improve the competitive advantage of terminal price Case study: three modes of channel structure innovation of emperor spring beer First, exclusive regional distribution agency system Adaptive condition ? over 200 km of outlying markets or companies; non strategic core markets. ? Township dealers are small in strength and backward in concept; they do not have the conditions for direct delivery. ? regional total distribution cooperation intention is strong, strength, network coverage and permeability is high, control ability is strong. #8226, the channel profit distribution is reasonable, and the satisfaction of channel members is obvious. Two, the virtual total distribution agency system Adaptive condition #8226: changes in the original exclusive regional distribution agency model ? Township total distribution of strength and passion is part of the township, the market needs of virtual distribution distribution Three, multi agency system