现代渠道在中国中英文教学PPT.ppt

A look at Retail Development 零售业发展一览 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） 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: A look at Europe and US / Summary现代渠道：欧洲和美国一览/概述 Big Store formats on the rise 大卖场业态处于增长状态 Retail concentration on the rise 零售集中化处于增长状态 Private label on the rise 自有品牌处于增长状态 Discount formats on the rise 折扣店业态处于增长状态 Use of sophisticated techniques on the rise (IT / Internet / logistics / consumer knowledge / category management / ECR-Efficie