[经管营销]4 EPFM2008_M2_LN4_CUSTOMER RELATION MANAGEMENT.ppt

Ing. Massimo Brandigi CUSTOMER RELATION MANAGEMENT 客户关系管理 CUSTOMER RELATION MANAGEMENT客户关系管理 CRM a vast topic! 一个庞大的课题 Rather than touching superficially on all aspects, we will focus in depth on six central issues 我们集中深入探讨6个焦点，而不是从所有方面浅显的介绍。 two sides of the same coin一枚硬币的两面 company relations with trade 公司与贸易关系 we’ll make only a few central observations 我们做几个主要观察 company relations with final customers 公司与最终消费者的关系 our focus in this module 我们聚焦这个单元 topics of module单元主题 Distribution 分配 Coherence 一贯性 guidelines for training sales personnel 训练销售人员的指导方针 customer relations 客户关系 main boutique activities 主要精品店活动 Reporting 报告 Distribution分配 points of sale 销售点 flag shop 旗舰店 Franchise 特许经营 shop-in-shop 店中店 Corner 街角小店 Independent 自主经营 E-commerce 电子商务 Other 其他 distribution flag shop 旗舰店 importance of “the boutique” “精品”的重要性 distribution Franchise 特许经营 importance of franchisor control 特许权控制的重要性 distribution shop-in-shop 店中店 importance of maintaining brand identity 保持品牌个性的重要性 distribution Corner 街角小店 maintaining brand identity: even harder ! 更需要保持品牌个性 distribution Independent 自主经营 importance of choosing the appropriate retailer! 选择合适的零售商！ distribution e-commerce 电子商务 importance of “personalizing” a virtual, non-physical contact “个性化” 虚拟的，非身体接触 coherence Coherence 一致性 no coherence ? ….. no brand ! 没有一致性？没有品牌！ upon entering point of sale, immediate perception of brand image 一旦踏入销售点，立刻感知到品牌形象 “same” target customer regardless of point of sale “统一”的目标消费者不管是哪个销售点 coherence “experiencing the brand” 体验品牌 coherence doesn’t imply replicating the same “module” in all points of sale, but rather achieving a harmonious mix of distinctive elements 一致性并不是在所有销售点重复同样的“单元”，相反是用不同的元素搭配出和谐的组合。 coherence distinctive elements 与众不同的元素 Location 位置 architectural details 建筑细节 layout and display 布局和陈列 external appearance 外观 interior atmosphere 内部环境 personnel (appearance, attitude…)员工（外貌，态度……） guidelines for training sales personnel训练销售人员的指导方针 sale