Trade li - yog dab tsi no? Trade li: cov cuab yeej thiab cov kev ua ub

Muag Khoom nce qib ntawm cov khoom - ib qhov tseem ceeb cov hom phiaj ntawm tej lag luam lub koom haum, feem ntau los siv siv zoo-paub direct advertising ntawm cov khoom thiab cov kev pab cuam. Ib tug zaum lwm txoj kev rau txoj kev no yog ib tug txheej ntawm cov lag luam tawm marketing kev ua ub no, cov muaj koob meej ntawm uas txoj kev nyob rau hauv lub ntiaj teb no yog loj hlob los ntawm lub hnub. Sim kom to taub txog dab tsi cov lag luam tawm li thiab raws nraim li cas nws ua hauj lwm.

Lub tswvyim thiab essence ntawm trading marketing

Nyob rau hauv kev, cov lag luam tawm li - ib tug qhia tshwj xeeb uas ncaav set ntawm kev ntsuas mus tsim kho lub marketing ntawm cov khoom siv nyob rau hauv lag luam wholesale thiab khw muag khoom ua lag luam tuam txhab uas muag. Nws yog ua los ntawm txoj kev tshwj xeeb cov cuab yeej tej yam rau cov neeg siv ntawm ntau.

Nyob rau hauv cov ntaub ntawv no, ib tug tib neeg Tej zaum yuav tau muab rau ob lub kawg cov neeg thiab cov nrab, uas ua lub luag hauj lwm ntawm cov neeg nyob rau hauv lub saw ntawm tsiv khoom - kev muag khoom cov neeg sawv cev, distributors, cov tswv lag luam. Raws li rau txoj kev ntawm lub hwj, nws yuav ua tau raws li tangible txoj kev ntawm influencing, piv txwv li, ntshaw, nyiaj cheb, khoom plig, thiab lwm yam hom txug.

Xws li ib tug txoj kev yog ntau npaum li cas zoo stimulation ntawm ncaj qha advertising - ATL, uas tag nrho cov manufacturers yog li ntse yuav nqis peev. Thaum nws tsuas nco cov neeg ntawm lub nce cov khoom thiab nws hais tau nws ntawm qhov yuav tsum tau mus yuav, luam marketing, uas yog ib qho indirect advertising los yog BTL, ncaj qha los yog caj npab brokers entices buyers xav thaum lub sij hawm ntawm purchase rau nws.

Aims thiab cov hom phiaj ntawm cov lag luam tawm li

Cov thawj lub hom phiaj ntawm stimulating li yuav tsum tau raug xam tias yog tsis yog txoj kev loj hlob ntawm profits los yog muag khoom tagnrho nyob rau hauv lub sij hawm luv luv los yog lub sij hawm ntev. Mas tag nrho cov kev ua qhia rau tsim ib tug zuag qhia tag nrho zoo daim duab ntawm lub chaw tsim tshuaj paus, tus tsim ntawm cov neeg muab siab npuab rau nws tus kheej thiab ua nws cov khoom.

Trade li yuav ncav tseem ceeb cov hom phiaj los ntawm kev ua cov nram qab no daim ntawv teev cov teeb meem:

• Management ntawm kev muag khoom. Txoj kev tshawb no ntawm lub hlwb yam ntxwv ntawm ib tug tej zaum yuav, attracting nws cov xim rau cov khoom, securing cov lus qhia txog nws nyob rau hauv lub siab.
• Ntxiv dag zog rau lub chaw ntawm cov neeg muag khoom rau lub lag luam nyob rau hauv ib tug sib tw ib puag ncig. Lub conquest ntawm qhov chaw ntawm tus neeg, tsim ib cov paaj duab ntawm lub tuam txhab, paub cov kev pab cuam ntawm tej khoom thiab lawv nce qib.
• Technological kev txhim kho cov muag khoom. Optimizing chaw salesrooms.
• Action tswj tej zaum neeg. Acceleration ntawm tus txheej txheem ntawm kev ua purchasing kev txiav txim siab thiab ua rau kom nws cov nyiaj.

Lub koom haum kev lag luam-marketing tuam txhab

Hais txog kev lag luam-marketing, nws yuav tsum tau muab sau tseg tias qhov no yog ib qho ntawm ntau txoj kev los txhawb cov lag luam ntawm cov khoom. Lub enterprise yog ib feem ntawm lub zuag qhia tag nrho li npaj thiab nyiaj txiag, thiab yuav tsum tau ua nyob rau hauv ze kev twb kev txuas nrog cov kev tu ncua kev pab cuam ntawm kev ntseeg thiab hom kev loj hlob.

Nyob ntawm seb qhov loj ntawm lub koom haum, nws yuav tsum tsim los ntawm department los yog ntiav los ntawm lub luag hauj lwm tus kws khomob tshwjxeeb - Trade-marketer. Nyob rau hauv txhua rooj plaub, ib tug tshiab tsev los yog txoj hauj lwm yuav tsum yog ib feem ntawm ib tug uas twb muaj lawm li department. Nws yog tseem tau mus hloov cov cai rau outsourcing.

Re-nkag mus hauv saum toj no cov yam ntxwv tsev los yog lub perpetrators tau kawm thiab tsom xam cov tam sim no raws li txoj cai ntawm qhov muag ua lag luam, txoj kev loj hlob thiab kev siv nyob rau hauv lub hauv paus ntawm trade-marketing kev ua ub no los mus txhawb nqa cov khoom ntawm cov ntaub ntawv txoj kev npaj nrog rau kev sib kho ntawm cov lag luam tawm cov koom haum thiab xaus neeg siv.

Basic cov cuab yeej ua lag luam li

luam li cov cuab yeej yog tsis tshua muaj ntau. Ntawm nws cov tseem ceeb riam phom zoo tu qab tso:

• Direct muag khoom nce qib.
  • Nyiaj cheb, nyiaj tshwj xeeb rau cov koom ntawm lub khoom saw.
  • Promotion ntawm lub kawg neeg raws li ib tug txiaj ntsim pub dawb nrog purchase, nqi zog drawings.
• Kev Lag Kev Luam. Nws muaj xws li qhov kev siv thiab saib xyuas ntawm cov khoom layout nyob rau hauv lub muag khoom teb, kev noj kev haus, familiarizing cov neeg muas zaub nrog cov khoom tshiab nyob rau hauv khw muag khoom noj, nqa tawm ntawm kev ua, kev sib tw thiab nthuav.
• Tshwj xeeb trade-marketing kev ua ub no. Qhov no muaj xws li lub koom haum kev lag luam miv thiab nthuav, seminars, lub rooj sib tham thiab kawm cov kev kawm rau resellers neeg ua hauj lwm.

Qhov kev txiav txim nyob rau kev siv ntawm tej yam seev txais yuav los ntawm cov neeg lub luag hauj lwm rau qhov kev siv ntawm cov lag luam tawm li zoo. Qhov kawg ntawm daim ntawv thov ntawm txhua tus ntawm lawv yog determined feem ntau los ntawm cov yam ntxwv ntawm cov teeb meem.

Ua hauj lwm nrog resellers

Trade li - ib tug system ntawm kev txawj ntse uas qhia raws nraim li cas koj yuav muaj kev cuam tshuam cov distributors, cov tswv lag luam, kev muag khoom cov neeg sawv cev, mus rau cov neeg koom nyob rau hauv active nce qib ntawm txoj cai khoom nrog buyers. Ntawm tag nrho cov seev ntawm lub hwj yuav tsum tau qhia nyiaj txiag incentives rau intermediary faib saw. Feem ntau nws yog lub koom haum nyob rau hauv daim ntawv ntawm cov shares nyob rau ntawm lub chaw muag khoom, uas yuav tsum tau xa mus rau:

• Nthuav ceev volume. Feem ntau txuam nrog ib tug txo nyob rau hauv lub purchase price, tab sis lub tej yam kev mob rau nyiaj tau los pab nyiaj cheb tej zaum yuav sib txawv, piv txwv li:
  • Lawm-hnub thaum lub sij hawm ntawm daim ntawv cog lus nyob rau hauv lub purchase ntawm ib tug tej yam kom muaj nuj nqis ntawm cov khoom.
  • Periodic kub daim coupon no deals.
  • Muab ib tug lawm rau kev yuav khoom khoom teev volume.
• Kom nyob rau hauv kev muag khoom volume. Cov kev ua ub no tsom rau kho txug los mus koom nyob rau hauv lub qhov muag ntawm ib tug khoom. Lawv muaj peev xwm muab los siv nyob rau hauv ntau txoj kev:
  • Tsim thiab txhawb qhov kev siv ntawm npaj kev muag khoom tagnrho.
  • Lub koom haum ntawm kev sib tw thiab nqi zog thim rau cov neeg ua haujlwm nrog kev kawm zoo.
  • Nqa tawm lub phiaj los nqis tes "Paub tsis meej shopper" thiab pub nqe zog rau qhov zoo tshaj plaws cov neeg ua haujlwm.
• Qhov nce nyob rau hauv muab faib rau cov khoom nyob rau hauv lub muag khoom ntsiab lus. Nws yog muab nqi zog rau ib tug intermediary ua kom tiav ib qho ntawm lub hom phiaj:
  • Cov khoom no yog hais nyob rau hauv txoj cai npaum li cas ntawm kev muag khoom qhov chaw.
  • Cov uas yuav cov ntsiab lus ntawm kev muag khoom uas muaj tuaj ib tug tsim nyog ntau yam.
  • Ua raws li tus kev cai rau cov zaub ntawm cov khoom nyob rau hauv lub muag khoom teb.

Kev Lag Kev Luam raws li ib feem ntawm cov lag luam tawm-marketing phiaj los nqis tes

Trade li Kev Lag Kev Luam xav ib qho ntawm cov txheej xwm nyob rau hauv lub teb chaws ntawm outlets thiab ua rau kom lub ntim ntawm kev muag khoom mus rau thaum xaus neeg muas zaub. Tag nrho cov kev ua nqa tawm los txhawb cov neeg ua chaw tsim tshuaj paus nyob rau hauv daim ntawv cog lus nrog rau cov intermediary los yog tsis. Ntawm cov ntsiab qhov chaw ua hauj lwm yog:

• Layout - ib tug tseem ceeb point ntawm nyob rau hauv MERCHANDISING. Khoom rau lub rhawv yuav tsum tau nyob rau hauv xws li ib tug txoj kev raws li rau ua rau lub buyer muaj lub siab xav mus yuav nws.
• Tus tswj txiav txim yog qhov khoom ntau yam.
• Kev npaj ntawm kev muag khoom cov ntsiab lus: lub ntsiab txhais ntawm pab Pavilion qhov chaw nyob rau hauv lub khw, cov realization ntawm txoj cai los ntawm tus taw tes ntawm view ntawm marketing zoning thiab tsim cov vaj tse, teeb pom kev zoo teeb thiab suab.
• Khoom muag khoom cheeb tsam: lub xaiv ntawm qhia, mannequins, tub yees thiab lwm yam khoom.
• Muab ib qho chaw ntawm kev muag khoom POS-cov ntaub ntawv, uas muaj xws li leaflets thiab zog, nqi cim npe, cov lus qhia sawv, rhawv thiab thiaj li nyob.
• Yuav ua raws li audioinformirovaniya thiab video nyob rau hauv trading pem teb.
• Advertising campaigns - leb, raffles, kev sib tw, muaj cov neeg tuaj xyuas los muas ib cov kev khoom.

Tshwj xeeb trade-marketing kev ua ub no

Cov incentives, raws li zoo raws li nyob rau hauv MERCHANDISING, yuav mus rau cov pab pawg neeg ntawm intangible, lawv qhia mas qhov kev nce rau hauv lub qhov ntawm lub intermediate neeg loyalty. Paub qhov txawv cov nram qab no ntau ntau yam:

• Kev kawm seminars, kev cob qhia rau resellers neeg ua hauj lwm. Cov kev ua ub no nqa tawm rau lub zoo dua kev nkag siab ntawm qhov tam sim no ntau yam thiab cov yam ntxwv ntawm kev khoom.
• Ua lag ua luam rooj sib tham thiab cov rooj sib tham. Yog periodic cov rooj sib tham ntawm cov neeg sawv cev ntawm lub chaw muag khoom thiab loj resellers, uas yog summed li, yuav sib tham txog ntxiv zeem muag ntawm kev koom tes nyob rau hauv ib tug kev qhov chaw, qhia hais tias yuav muaj teeb meem thiab sib tham txog kev daws teeb meem. Cov txheej xwm no feem ntau yog cov los ntawm loj network tuam txhab uas muag.
• Ua lag ua luam yeeb. Lawv yog ib feem ntawm lub feem ntau txais ua lag ua luam tus ciam. Lawv yuav tsum tau tsuas muab tshaj thiab khaws li hais tias lawv yog feem ntau yuav pab tau rau cov neeg tau kev pab.

Kev ua ub no aimed ntawm zaum kawg neeg

Dua li ntawm qhov ntau yam ntawm txoj kev ua hauj lwm nrog intermediaries, peb yuav tsum tsis txhob hnov qab uas luam li - nws kuj yog ib tug txheej ntawm kev txoj kev cawv rau cov neeg siv cov khoom. Shaping ntxiv txug ntawm lub buyer, lawv yog aimed ntawm luv luv-term nce nyob rau hauv kev thov rau lub nce cov khoom. Cov nram qab no hom ntawm tej cawv:

• Leb, kev ua si, kev sib tw, surprises. Pom tau ntawm ib tug tsis paub koj qhov nce thaum yuav khoom.
• Lub koom haum ntawm qws cov kev pab cuam. Tsim zej zog tej hom buyers, cov mej zeej ntawm uas yog muab tej txiaj ntsim uas muaj tej yam tsim nyog.
• Sib hlub sib txhawb cov txheej xwm, sponsorship thiab kev tshwm sim li. Tshwj xeeb cov txheej xwm rau nyiam tag nrho cov no yam rau nws lub hom phiaj cov neeg tuaj saib: concerts, festivals, ob tog, cov ntaus pob ncaws pob txheej xwm, lub zos festivals.
• Kev Koom Tes nyob rau hauv cov lag luam tawm fairs thiab kev siv ntawm mobile promozon nyob rau hauv crowded qhov chaw.
• Faib promotional leaflets txog cov khoom uas muaj ib tug hais txog ntawm nws tau tshaaj raws.
• Cov nqi zog rau cov purchase. Nws yuav teem nyob rau hauv daim ntawv ntawm ib tug khoom plig nyob rau hauv txhua lub pob ntawm cov khoom, muaj ntau volume rau tib lub nqi ntawm lub shares ntawm lub "1 + 1".
• Zauv - faib free kuaj ntawm cov khoom.
• Periodic poob nyob rau hauv tus nqi rau cov khoom thiab faib coupons rau yav tom ntej yuav ntawm ib tug luv nqi los ntawm cov phau ntawv Magazine thiab lwm yam khoom los yog los ntawm xa ntawv.

Cov hauj lwm zoo trade-marketing kev ua ub no

Nyob rau hauv tas li ntawd mus paub cov cuab yeej, cov lag luam tawm li tus neeg saib xyuas yuav tsum tau kom zoo zoo ntsuam xyuas cov hauj lwm zoo ntawm ua complex cov txheej xwm. Qhov no yog heev ib qho tseem ceeb point, vim qhov kev siv ntawm ib tug trading lub tswv yim - nws yog kim heev thiab cov kev tswj xav paub tseeb yuav ua li cas muaj txiaj ntsim qhov no peev, thiab seb puas yuav tseem yuav ua tau nws.

Zoo los yog tham efficiency trade-marketing phiaj los nqis tes qhia tau hais tias yuav ua li cas vam meej nws tus cwj pwm cuam tshuam rau daim duab ntawm lub chaw tsim tshuaj paus. Mas no peb yuav tham txog nyiaj hom khiav, muab siab npuab nws, buyers paub txog cov kev hloov nyob rau hauv pricing thiab khoom tej hom.

Economic efficiency yog xam los ntawm cov kev tshwm sim uas tso npe thov ib tug txheej ntawm kev muag khoom nce qib cov cuab yeej. Nws yog feem ntau yog nqa tawm nyob rau hauv lub hauv paus ntawm lub hom phaj - kev muag khoom, yuav khoom, tis, khoom, cov neeg puag loj. Qhov no tsom xam piv rau qhov tseem ceeb ua ntej thiab tom qab cov lag luam tawm-marketing kev ua ub no.

Lub ntsiab theem ntawm kev lag luam tawm li

Thaum hais txog nrog lub fact tias xws li ib tug trade-marketing, koj yuav tsum to taub yuav ua li cas npaj cov txheej txheem ntawm nws cov kev vam meej daim ntawv thov. Ib co ntawm cov kauj ruam, raws li zoo raws li txoj kev seev siv yuav sib txawv nyob ntawm seb cov ntaub ntawv. Txawm li cas los, koj yuav tau highlight qhov tseem ceeb theem ntawm cov lag luam tawm li qhov kev pab cuam:

• Lub sab hauv hom phiaj, formulation ntawm cov kev tsim tau.
• Tsim tsim nyog linkages nyob rau hauv lub khoom saw, thiab tsom xam ntawm lawv muaj peev xwm.
• Kev cob qhia resellers neeg ua hauj lwm.
• Yuav ua raws li txoj kev ua rau kom cov loyalty ntawm cov neeg nyob rau hauv lub khoom saw.
• Lub cev txoj kev cawv rau intermediaries.
• Kev Lag Kev Luam.
• Ua hauj lwm nrog cov lus kawg neeg.
• Ua tsom xam ntawm cov hauj lwm zoo ntawm cov phiaj los nqis tes.

Cov kev tshwm sim tau yuav tsum tau muab piv nrog rau cov xav pom. Tom qab ua qhov kev tsim nyog kho yuav tsum rov qab ua tus txheej txheem tag nrho cov tshaj dua. Cyclicity yog txuam tsis tau tsuas yog nrog lub cev tsis tos rau thawj los lub zoo meej cov lag luam tawm li tswvyim, tab sis kuj nrog uas tsis yog-kev mob ntawm sab hauv thiab sab nraud ib puag ncig uas yuav tsum tau txaus hloov nyob rau hauv lub tuam txhab ntawm nws tus kheej.

Trade li - ib leeg mus tom ntej units luam saw los txhawb cov khoom los ntawm tsim kom neeg. Peev xwm nws lub koom haum yuav tsum tau yuav lav tsis tau heev zoo tshwm sim rau tag nrho cov neeg koom.