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线上线下都要开干,必然诞生两支部队。宁可自己打败自己,也不允许敌人干掉自己。在过去,只要有好品牌、好地盘就可以躺着赚钱,因为需求在持续提升。比如5年前,厂家随便出个饮料丢在渠道里就能卖。而如今,动销却成了大问题。按照传统的营销逻辑,快消品的销量=终端数×动销率。快消品行业三大实战法宝——铺货率、生动化、广告促销,也一直活灵活现。其中,终端(渠道)是第一位的,在终端稳定
On-line and off-line must be dry, the inevitable birth of two troops. It is better to defeat yourself or allow the enemy to kill yourself. In the past, as long as there is a good brand, a good site can lie and earn money because demand continues to rise. For example, five years ago, the manufacturers casually out of a drink can be sold in the channel. Today, however, sales have become a big problem. According to the traditional marketing logic, FMCG sales = Terminal × PMC rate. FMCG industry three real magic - distribution rate, vivid, advertising promotions, has also been vivid. Among them, the terminal (channel) is the first one, stable at the terminal