Author: Yunfeng Fan
Press: China Federation of Industry and Commerce Press.
Publication year: 20 12- 12
Page count: 254
Pricing: 39.80 yuan Yunfeng Fan.
China Marketing Management Power Representative, Vice President of China Marketing Society, Director of China Marketing Society.
Tsinghua University is a visiting professor of CEO marketing course, and a master tutor of Beijing Technology and Business University.
Member of China Trade Expert Committee, Judge of China Outstanding Marketing Award.
Expert member of Brand China Alliance, trainer of top ten enterprises in China.
Top Ten Planning Experts in China and Top Ten Experts in Brand China.
One of the leading figures in the field of marketing planning in China in the past 30 years of reform
Wujiang Hua Fu Family, Tongji Dongguan Hospital, Nenjiang County People's Government and other dozens of corporate consultants.
He has published more than 30 monographs such as Bank Marketing and Postal Channel Marketing.
Expert consultant of more than 20 newspapers such as China Business News and Market Weekly.
He has published more than 300 papers in Sales and Market, China Business News and other newspapers and periodicals.
He was invited to give lectures in Korea, Malaysia, New Zealand, Canada and other countries. Chapter 1 Yesterday, Today and Tomorrow of Deep Distribution.
The key to Suntory beer's successful entry into Shanghai market // 003
Connotation and basic theory of deep distribution // 005
Reasons why deep distribution is sought after // 0 12
Only the right one is the best // 022
Summary // 027
Chapter II Division: All roads lead to Rome
Opening Story Farmers Divide Fields // 03 1
Eight subdivision methods of deep distribution in enterprises // 033
Six strategies for deep distribution // 045
Summary // 057
Chapter III Creation and Listing of Regional Differentiated Products
Start the story differentiation competition strategy and build the backbone dealer in the car audio-visual market // 06 1
What problems can be solved for consumers // 062
Planning product line // 066
Four ways to market products // 068
Three Steps to Market // 075
Product Logistics Mode and E-commerce // 079
Summary // 087
Chapter IV Dealer Management in the Process of Deep Distribution
The opening story of Libai's experience in managing dealers // 09 1
How to choose a dealer // 092
Matters needing attention in cooperation with dealers // 095
Measures for the Administration of Dealers/100
Sharing success with distributors/106
Summary/114
Chapter V Shops and Tally Handling
The opening story of nine-headed duck bottled water "flooding the three armies"/117
Preparation before delivery/119
Accurate distribution positioning/121
Standardize the distribution system and personnel training/124
Common classification methods of commodity distribution/132
Reasonable incentive policy/136
Pay attention to after-sales service/139
Terminal count // 142
Summary/157
Chapter VI Different Promotion Management of Hard Terminal and Soft Terminal
Opening story Wow, haha, the road to terminal management success/161
Meaning and classification of hard terminal and soft terminal // 163
Development of soft and hard terminals/173
Management of hardware and software terminals // 182
Summary // 190
Chapter VII Management and Application of Customer Database
Clever use of "database/193" in the opening story
Establish a customer database/195
Application customer database // 207
Manage customer database // 2 1 1
Customer credit evaluation // 220
Strengthening the customer database // 224
Perfection of customer database // 227
Summary // 228
Chapter VIII Dissemination of Deep Distribution
The Deep Spread of the Opening Story Tide // 233
Types and media of in-depth distribution communication // 235
Establish an in-depth distribution and communication system // 243
Deep distribution and integrated communication // 247
Honesty is the best marketing // 250
Summary // 252
References // 254