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厨电行业零售经销商的生存状态,决定了品牌在渠道下沉后面临的必然问题。而对于名气品牌来说,现阶段侧重于三四线市场的开拓和提升,必须根据市场实际情况展开有效的推广,这一落点自然在终端,在零售经销商身上。前期策划依靠零售终端的自发性的市场活动,那只是一种依靠本能的行为;而这种动销的本能,更多的零售商都还很缺乏。基于这样的市场普遍性和名气渠道的特殊性,名气团队经过近半年的市场沟通,和区域活动试点,提出了以全国活动的整合概念,即:任何一次终端活动都是全国整合公关活动的其中一个节点和要素;形成统一的终端活动规范视觉形象和求同存异
The survival status of retail distributors in the kitchen electric industry determines the inevitable problems that the brand will sink after sinking in the channel. As for fame brands, at this stage, focusing on the development and promotion of the third and fourth tier markets, we must effectively promote the market according to the actual situation. This is a natural landing point for the retail dealers. Pre-planning rely on the retail terminal’s spontaneous marketing activities, it is only a kind of rely on instinctive behavior; and the instinct of this marketing, more retailers are still lacking. Based on such market universality and the particularity of fame channels, the fame team put forward the concept of integration of national activities after nearly six months of market communication and pilot of regional activities, ie, any one of the terminal activities is one of the national integrated public relations activities A node and elements; form a unified visual activity of terminal activities and seek common ground while reserving differences