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用客户关系管理推动团销(Use customer relationship management to promote Group sales)
用客户关系管理推动团销(Use customer relationship management to promote Group sales)
Group marketing: Dancing in covert channels
Like Phoenix water, more and more companies choose institutional customers as the main promotional targets, through the Group sales form to separate channels, cultivate the market, establish brand influence in the field of expertise. In the terminal competition is becoming increasingly fierce, and rising channel costs today, Group sales project will be another hard to dig deep well. (Phoenix company opens water purifier market case, see Mr. Pang Yahuis related article)
Motorola personal communication products as an example, while maintaining the conventional distribution business at the same time, to set up a group of big clients marketing and enterprise solutions, the Department will integrate Motorolas existing products and market resources, optimize and shorten the multi-level service and sales channel of traditional, through the big customer service center to customers of the group such as joint promotion scheme, channel incentive plan, employee benefits solutions, wireless value-added industry application scheme, product package.
More than Motorola, the use of group sales, high value-added consumer products is especially prominent in the industrial products and high technology content and services, which do not pan famous foreign manufacturers, such as Shell oil, American Standard ware, Smith water heater, York air conditioning industry leading brands.
Although in the eyes of many people, the marketization process of nearly twenty years in China, any industry has made all kinds of consumer terminal to cover almost we can and, personal and household goods purchasing power has also been enlarged year by year There was no parallel in history. But still can not be ignored is that we do not see, in unexpected places, many excellent products is through institutional clients, crept into our Home Furnishing and office environment, improve our quality of
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