如何策划渠道促销（How to plan channel promotion）.docVIP

如何策划渠道促销（How to plan channel promotion） Especially for the interpretation of the programme template, it is more serious dogmatism. According to the actual work, the author explains the common index of channel promotion, and gives the right to attract a lot of attention: 1. background analysis: background analysis is the basis for making promotion strategies, mainly from the following aspects: Market level: what are the problems in the market? Point of opportunity? Customer level: all or part of the customer? Agent or distribution? Core customers or regular customers? Customer inventory problems? Question of confidence? Product level: old product problems? Product mix? New listing problems? Headlight sales problems? Channel level: channel order problem? Channel structure? Channel operation? (operating interest rate? Output rate? Terminal performance? Shopping guide question? Channel quality? Competitor interference: what are the competing brands and products that affect our company? Comprehensive advantages and disadvantages: according to the above analysis, what are our advantages and disadvantages? 2. sales promotion objectives: objectives must be specific, quantitative, measurable, easy to input and output analysis, and evaluate promotional effectiveness. Different promotion strategies are different from sales promotion methods in terms of measurable goals. If the goal of promotion is simply to allow the channel to complete the task, the target is obviously the sales completion rate. In order to improve the sales proportion of new products, the target can be set as the proportion of new product sales. The most common goals of channel promotion include: Sales completion rate, year-on-year growth rate, market share, inventory structure, retail completion rate, input-output ratio, dealer interest rate and so on. However, a promotion scheme is not limited to one goal. But it must be a major goal with two to three secondary goals. 3. promotions: what kind of products?