家电连锁渠道运营与门店销售力


企业内训课程 www.ieasytraining.com

课程介绍:
<p style="text-align:center;line-height:150%"><strong><span style="font-size:24px;line-height: 150%;font-family:&#39;微软雅黑&#39;,&#39;sans-serif&#39;;color:#984806">厨电家电经销商培训讲师盛斌子:家电连锁渠道运营与门店销售力</span></strong></p><p style="line-height: 150%"><strong><span style="font-size:16px;line-height:150%;font-family:楷体;color:#984806">&nbsp;</span></strong></p><p style="line-height: 150%"><strong><span style="font-size:16px;line-height: 150%;font-family:楷体;color:#984806">主讲人:盛斌子老师</span></strong></p><p style="text-align:center;line-height:150%"><strong><span style="font-size:19px;line-height: 150%;font-family:&#39;微软雅黑&#39;,&#39;sans-serif&#39;;color:#984806">第一讲<span>&nbsp; </span></span></strong><span style="font-size:19px;line-height:150%;font-family:&#39;微软雅黑&#39;,&#39;sans-serif&#39;;color:#984806">家电营销大趋势</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">案例一:荣事达的阿米巴模式是什么?</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">案例二:海信的周厚健为什么生产迷你家电?</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">案例三:海尔的调性发生了什么改变?</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">案例四:雷军与董明珠的世纪豪赌</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">案例五:苏宁的转型之痛与永乐的被收购</span></p><p style="line-height:150%"><span style="font-size: 16px;line-height:150%">&nbsp;</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示一:消费者的个性化需求与分众市场成为主流</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示二:营销重归产品的本质</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示三:专卖店的场景化,专注体验营销</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示四:大数据是如何锁定消费者的?</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示五:全网营销成为行业主流</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示六:生态链竞争成为未来趋势</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示七:模式创新是家电行业的又一营销风口</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">启示八:产品极致化、管理精细化、公司平台化、事业合伙化、战略差异化</span></p><p><span>&nbsp;</span></p><p><span>&nbsp;</span></p><p style="text-align:center;line-height:150%"><strong><span style="font-size:19px;line-height: 150%;font-family:&#39;微软雅黑&#39;,&#39;sans-serif&#39;;color:#984806">第二讲<span>&nbsp; </span></span></strong><span style="font-size:19px;line-height:150%;font-family:&#39;微软雅黑&#39;,&#39;sans-serif&#39;;color:#984806">有效管理家电<span>KA</span>的六大系统<strong></strong></span></p><p style="line-height:150%"><strong><span style="font-size:16px;line-height: 150%;font-family:宋体">一、家电<span>KA</span>有效管理六大系统:</span></strong></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">①选择 ②培育 ③激励 ④协调 ⑤评估<span>&nbsp; </span>⑥调整</span></p><p style="line-height:150%"><strong><span style="font-size:16px;line-height: 150%;font-family:宋体">二、家电<span>KA</span>的培训与辅导</span></strong></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、“教家电<span>KA</span>销售”的时代到来了!</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、如何成为家电<span>KA</span>生意发展的贴心伙伴?</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、用培训取代喝酒:培训传播品牌、培训提升技能、培训创造忠诚</span></p><p style="line-height:150%"><strong><span style="font-size:16px;line-height: 150%;font-family:宋体">三、激励家电<span>KA</span>的积极性</span></strong></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、明白家电<span>KA</span>跟定你的三条件:</span></p><p style="text-indent:32px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">①有钱赚 ②有东西学 ③有未来发展保障</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、家电<span>KA</span>积极性激励的六个策略</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、“老油条”、“鳄鱼型”家电<span>KA</span>的三大“死穴”及有效管控的五大法宝</span></p><p style="text-indent:32px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:楷体">●案例分析:王老板跟某涂料厂家同甘共苦合作六年,有房有车发了财,可如今常常狮子大开口,难配合?</span></p><p style="line-height:150%"><strong><span style="font-size:16px;line-height: 150%;font-family:宋体">四、用协调法处理棘手的老问题</span></strong></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、有效防止回款风险</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、家电<span>KA</span>乱价与窜货的严惩处理</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、有效处理客户退货与质量事故的公关技巧</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">4</span><span style="font-size:16px;line-height:150%;font-family:宋体">、劝酒五法摆平难题:用喝酒来解决“甲地盘乙关系”的窜货问题</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">5</span><span style="font-size:16px;line-height:150%;font-family:宋体">、建立定期的家电<span>KA</span>沟通机制,有效解决渠道冲突问题</span></p><p style="text-indent:40px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:楷体">●案例分析:联想“四个一工程”,有效解决渠道冲突难题,持续提升渠道动力</span><span style="font-size:16px;line-height:150%;font-family: 宋体">。</span></p><p style="line-height:150%"><strong><span style="font-size:16px;line-height: 150%;font-family:宋体">五、做好家电<span>KA</span>的动态评估</span></strong></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、不评估就没有渠道持续增长</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、照搬大企业的<span>KPI</span>指标害惨人</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、实施家电<span>KA</span>年<span>/</span>季考核与评估管理</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">4</span><span style="font-size:16px;line-height:150%;font-family:宋体">、经常要去查看店面陈列与库存状况</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">5</span><span style="font-size:16px;line-height:150%;font-family:宋体">、用<span>PDCA</span>法与<span>5W1H</span>工具改善渠道中的常见问题</span></p><p style="line-height:150%"><strong><span style="font-size:16px;line-height: 150%;font-family:宋体">六、如何优化你的区域市场?</span></strong></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、区域市场家电<span>KA</span>优化八大策略。</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、按部就班,不要把“砍”字挂在嘴边。</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、家电<span>KA</span>调整与分手的六项注意与三个“秘笈”。</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">4</span><span style="font-size:16px;line-height:150%;font-family:宋体">、年轻人要记住古训:“做人留一线,日后好相见”。</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:楷体">●案例分析:杭州××大家电<span>KA</span>不满品牌厂家办事处人员调整,令品牌厂家损失一千万。</span></p><p style="line-height:150%"><span style="font-size: 16px;line-height:150%;font-family:宋体">&nbsp;</span></p><p style="text-align:center;line-height:150%"><span style="font-size:19px;line-height:150%;font-family:&#39;微软雅黑&#39;,&#39;sans-serif&#39;;color:#984806">第三讲:帮助家电<span>KA</span>提升终端销量</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">一、<strong>家电<span>KA</span>门店赢利模式有竞争力吗?</strong></span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、赢利模式<span>=</span>销售方式<span>+</span>组织构成<span>+</span>持续创新</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、如何帮助代理商<span>/</span>加盟商找到适合自己的门店赢利模式?</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、终端门店最有效的七种赢利模式</span></p><p style="line-height:150%"><strong><span style="font-size:16px;line-height: 150%;font-family:宋体">二、快速提升零售终端销量五大纬度</span></strong></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、宣传推广—让品牌“仙女”在终端“下凡”。</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、氛围营造—让氛围成为一种“有毒气体”。</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、销售服务—“只有钻石才能切割钻石”。 </span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">4</span><span style="font-size:16px;line-height:150%;font-family:宋体">、隐性渠道—“一枝开五花,结果自然成”。</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">5</span><span style="font-size:16px;line-height:150%;font-family:宋体">、促销活动—促销是拉动终端的“风火轮”。</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">三、如何提升零售终端忠诚度</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">1</span><span style="font-size:16px;line-height:150%;font-family:宋体">、得终端者得天下</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">构建“<span>1+N</span>”式终端布局</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">2</span><span style="font-size:16px;line-height:150%;font-family:宋体">、提升零售终端忠诚度的十大方法</span></p><p style="text-indent:32px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">①增加客户跳槽成本六方法</span></p><p style="text-indent:32px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">②选择“铁杆”店员的五个标准</span></p><p style="text-indent:32px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">③培养“铁杆”店员的四个有效技巧</span></p><p style="text-indent:48px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">小组研讨与发表:提升忠诚度的十大方法</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">3</span><span style="font-size:16px;line-height:150%;font-family:宋体">、零售终端客情关系建立与巩固的标准动作</span></p><p style="text-indent:24px;line-height:150%"><span style="font-size:16px;line-height:150%;font-family:宋体">4</span><span style="font-size:16px;line-height:150%;font-family:宋体">、做好客情关系与客户信用风险动态管理</span></p><p style="line-height:150%"><span style="font-size:16px;line-height:150%;font-family:楷体">●案例分析:××著名化妆品连锁品牌帮助加盟商成为经营高手的“商商联盟计划”。</span></p><p style="text-align:center;line-height:150%"><strong><span style="font-size:19px;line-height:150%;color:#984806">&nbsp;</span></strong></p><p style="text-align:center;line-height:150%"><strong><span style="font-size:19px;line-height:150%;color:#984806">&nbsp;</span></strong></p><p style="text-align:center;line-height:150%"><strong><span style="font-size:19px;line-height: 150%;font-family:宋体;color:#984806">——完——</span></strong><strong></strong></p><p><br/></p>
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家电连锁渠道运营与门店销售力 费用参考:20000元/天 (实际费用需再议)

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