浅析青阳金朝阳陶零售管理与区域推广计划毕业论文.doc

浅析青阳金朝阳陶瓷零售管理与区域推广计划 摘 要：现今社会，在建材行业竞争日益激烈的市场环境下，瓷砖业的竞争呈现出白热化的趋势。一个新品牌如何在激烈的市场环境中，在国内外知名品牌的割据一方的环境下脱颖而出？怎样在一个新的市场环境下对零售店进行管理和规划？新产品进入市场后应该如何进行区域推广计划？ 本文第一部分分析了国内建材行业的发展现状，根据当地的实际情况对青阳市场进行了简单的分析，第二部分对青阳店零售管理及推广制定了一系列制度方案，包括金朝陶瓷（青阳店）的门店操作流程管理制度、销售管理、售后管理等。第三部分对青阳店的综合实力进行了SWOT分析。第四部分就青阳店的实际情况为依托，以及企业发展目标为背景结合本文的论点对新品牌进入市场提出几点操作建议。最一部分是根据青阳店的营销建议制定未来的销售任务及区域推广计划。 关键词：区域销售，门店管理，售后管理，销售规划  Analysis of Qingyang Jin Zhaoyang ceramic Retail Management And regional promotion plan Abstract: Nowadays, in the building materials industry in an increasingly competitive market environment, the ceramic tile industry competition appear white-hot trend. A new brand in the fierce market environment, in the domestic and international famous brands of separate regime environment for talent showing itself? How a new market environment for a retail store management and planning? New products enter the market how to make regional promotion plans? The first part of this paper analyzes the domestic building materials industry development present situation, according to the local actual situation of Qingyang market to carry on the simple analysis, the second part of the Qingyang retail management and promotion made a series of system solutions, including the ceramic ( Qingyang) stores operation management system, sales management, customer service management, as well as on future sales tasks and regional promotion plans of system planning. The third part of the Qingyang store s comprehensive strength in SWOT analysis. The part of a store in Qingyang s actual situation as the basis, and enterprise development goals as the background this paper arguments on the new brand to enter the market offers a few suggestions. Key words: regional sales、 tore management、 ustomer service management、 marketing planning  目 录 前言 1 1 行业市场概况 2 1.1 省内建材行业市场概况 2 1.2 青阳区域市场解析 2 2 青阳金朝阳陶瓷零售管理制度 4 2.1 零售管理制度 4 2.1.1 零售管理——人员管理 4 2.1.2 零售管理——POP 管理 4 2.1.3 零售管理——客情管理 4 2.1.4 零售管理