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抢300亿年会用酒市场 这6步很重要

2020-12-11 08:08  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

GENJUYOUGUANSHUJUXIANSHI,MUQIANZHONGGUOZHONGXIAOXINGQIYEYOU3000WANJIA,CHUBUGUSUANNIANHUIYONGJIUZAI300YIZUOYOU,SHENZHIHAIHUIGENGDA。

DANGXIA,LI2021NIANYUANDANHAIYOU23TIAN,LINIUNIANCHUNJIEHAIYOU65TIAN。SUIZHE2020NIANJIJIANGGUOQU,GELEIQIYENIANHUIDEYEMIJILAIXI。

作为非常庞大的一块销量,也是团购销售的一个重点细分市场,开展一定的市场动作去抢年会用酒大蛋糕,无疑是年底冲量的优选动作。

NEIMENEIXIEQIYENIANHUIZUIZHIDEJIUQIHEJIUSHANGGUANZHU,ZAIJIASUDONGXIAODETONGSHIHAINENGSHUNSHIZHANKAIXIAOFEIZHEPEIYUGONGZUONI?

01、优先培育商业与娱乐聚会

分析以上会议用酒不同分类的特点可以发现,不同类别的会议用酒对白酒品牌的匹配度不同,对白酒品牌品牌培育的价值也不相同。若以全部进行开发,不能将资源用在对白酒品牌落地培育最有效的会议用酒上,消耗资源巨大,性价比不高。

YINCIHEIGEZIXUNJIANYISHAIXUANCHUJUYOUPEIYUJIAZHIGAOHEPEIYUNANDUDI“SHANGYEJUHUILEI”HE“YULEJUHUILEI”HUIYIYONGJIU,JUJIAOBAIJIUPINPAIYOUSHIZIYUAN,DUIQIJINXINGZHONGDIANPEIYU。

BAIJIUPINPAIZAIQUYUNEIJUJIAOYOUSHIZIYUAN,ZHONGDIANTUPO“SHANGWUJUHUILEI“YU”YULEJUHUILEI”HUIYIYONGJIU,TONGGUOGAOPINCIDEHUIYIYONGJIUYANHUIKAIFA,SHIBAIJIUPINPAIPINPAIYOUXIAOLUODIPEIYU、XINGCHENGLIANGHAOKOUBEI,YUHELIDEHUIYIYONGJIUYOUHUIZHENGCEXINGCHENGHELI,YINLINGBENQUYUHUIYIYONGJIUSHICHANG。

ZAIYUNZUOGUOCHENGZHONG,BUDUANZONGJIEHUIYIYONGJIUMOSHIKAIFAJINGYAN,ZHIZUOMOBAN,YOUXIAOTISHENGXIAOSHOUDUIWUXIAOFEIZHELUODIPEIYUNENGLI。

02、会议信息搜集执行

1、HUIYIXINXISOUSUO:CONGDUOGEYUANTOUGONGTONGSOUSUOXINXI,YUXIANGGUANFUZERENJINXINGGOUTONGJIANLILIANJIE,SHIXIANDUIXINGHUIWUXINXIJINXINGYOUXIAOMOPAI。

JINGXIAOSHANGJIESHAO:YUJINGXIAOSHANGDAZAOLIYIGONGTONGTI,YITUOJINGXIAOSHANGZAIBENQUYUDEPANGDARENMAI,DIYISHIJIANHUOQUHUIYILUNTANYONGJIUXINXI;

JIUDIAN、HUICHANGGUANJIANREN:GONGGUANXINGJIJIUDIANHEHUICHANGDEFUZERENHUOZULINZHUGUAN,BIYAOQINGKUANGXIA,KEYIJIYUYIDINGDEWUZHIJIANGLILAIDADAOKUAISUHUOQUGAICHANGSUOHUIYIYONGJIUXINXI;

DANWEIFUZEREN:ZHENDUIYIXIEJINGCHANGJUBANHUOCANJIAHUIYI、LUNTANDEDANWEIFUZERENJINXINGGONGGUAN,HUOQUXINXI;

WANGLUO、MEITISOUSUO:LIYONGWANGLUOPINGTAI、WEIXINPINGTAI、HUIWUWANGZHANDENGHULIANWANGGONGJUJINXINGSOUSUO。

CHUCIZHIWAIZIWOGONGSIRENYUANDIAOYANBENQUYUYIWANGHUIYIYONGJIUJIZHONGDESHIQI,GENJUBUTONGSHIQIJINXINGYOUZHONGDIANDEHUIYIYONGJIUKAIFA。

NIANHUIKAIFA:ZAINIANQIANNIANHUIXUQIUJIAODUOSHI,ZHONGDIANJINXINGQIYENIANHUIHESHEQUNNIANHUIDEKAIFA。

RICHANGKAIFA:GENJUSHIQIBUTONGZHIZUOYEWUYUANXINGDONGJIHUABIAO,SHEDINGMEIZHOUBAIFANGHUICHANGPINCI,ZHONGDIANJINXINGSHANGWUJUHUILEIXINGKAIFA;

2、HUIYIYONGJIUSHAIXUANBIAOZHUN:GENJUDUIBAIJIUPINPAIPINPAIPEIYUDEXIAOGUO,LIANGHUAGEHUIYIYONGJIUXIANGMU,JINXINGSHAIXUANPINGFEN。

SHAIXUANFANGFA:

LIANGHUA“GAODUANYONGJIUCHANGDI、CANJIAHUIYIRENYUANJIBIE、HUIYIYINGXIANGLI、YONGJIUSHULIANG(CANHUIRENSHU)HEYONGJIUJIBIE(SHILI**PINPAIS6/S9/S12)“DENGXIANGMUJINXINGDAFEN;

ZONGHEYISHANGGEXIANGMULIANGHUAFENSHU,PINGDINGHUIYIYONGJIUDEBUTONGDENGJI;

DUIYUFUHEKAIFABIAOZHUNDE,GENJUDAFENPINGJIZHIDINGXIANGDUIYINGDEYONGJIUZHENGCE,BUFUHEDEFANGQIKAIFA。

SHUOMING:GENJUPINGFEN,ZHIDINGBUTONGDEYONGJIUZHENGCE,SHIXIANZIYUANDEYOUXIAOLIYONG(XIATUWEISHILIZHENGCE)

ZHU:

100FENYISHANG:KEYIYUYONGJIUDANWEIQIANDINGYINIANDEHUIYIYONGJIUHEZUOXIEYI(XIEYIMEINIANZHISHAOYONGJIUSICHANG,HEZUODANWEIDIYICIDEHUIYIYONGJIUYOUCHANGJIAZANZHU。)MEIZHUOANZHAOCHENGPINYIPING、PINJIANJIUYIPINGJINXINGBAIFANG,ZANZHUBUFENYISHIJIYONGLIANGWEIZHUN,ZUIGAOZANZHU30ZHUO。

GOUJIUYIZENGYIZHENGCE:MAIYIPING**PINPAICHANPINZENGSONGYIPINGTONGJIBIEPINJIANJIU。

BUTONGLEIBIE、GUIMODEHUIYIYONGJIU,DUIBAIJIUPINPAIPINPAIPEIYUDENENGLIBUTONG。RUOCAIQUXIANGTONGYONGJIUZHENGCE,BUNENGJIANGZIYUANYONGZAIDUIBAIJIUPINPAILUODIPEIYUZUIYOUXIAODEHUIYIYONGJIUSHANG,XIAOGUOJIAONANBAKONG,RONGYIDAOZHIZIYUANLANGFEI。WEILEKONGZHICHENGBEN,TONGSHIZUIDAXIANDUDEKAIFAYOUXIAOHUIYIYONGJIU,JIANYICAIYONG“LIANGHUAPINGFEN,QUBIEYUNZUO“DEFANGSHI。

03、会议用酒谈判及签约

TANPANQIANYUE:LIYONGBIAOZHUNHUASHUXIANGHUIYIYONGJIUDANWEIFUZERENJIESHAOZIWOBAIJIUPINPAI,TONGSHITONGGUOJUJIANRENFANLIZHENGCESHIXIANHUIYIYONGJIUDECHENGGONGKAIFA。

HUIYIYONGJIUTANPANDEBIAOZHUNHUASHU(ZIXINGZHIDING)

TANPANJIQIAO:TANPANTAIDU:BUBEIBUKANG、HEZUOGONGYING、CHONGFENLEJIEKEHUXINLIYUQI、BIMIANCHAOSANMUSI。

ZHUYISHIXIANG:BIMIANCHUIDAHUAERBUNENGSHIXIANJIQIANYUESHIYITIAOWENQUEDINGZHUBANFANGPEIHEJINXINGBAIJIUPINPAIXUANCHUANFANGSHI。

04、会议活动现场执行(条件允许情况下)

WEIRAOFENWEIYINGZAOHEPINJIANTIYANLIANGTIAOZHUXIANSHISHIDONGZUO,SHIXIANHUIYIYONGJIUGUOCHENGZHONGDEPINPAILUODIPEIYU。

HUICHANGBUZHIHEYANHUILIUCHENGYOUXIAOCHUANCHABAIJIUPINPAIYUANSU。WULIAOBAIFANG:ZAIJINCHANGCHUBAIFANGYILABAO、CANZHUOBAIFANGSHAOLIANGBAIJIUPINPAIJIESHAOKAPIAN。

ZHUCHIRENJIESHAO

ZHUCHIRENZAIYONGCANQIANJIESHAO:BENCIHUIYIYOUBAIJIUPINPAITIGONGBUFENZANZHU,BAIJIUPINPAICHANPINSHIxxxx。ZHUDAJIACHIDEKAIXIN,HEDEJINXING。

LIUCHENGZHIRU

WANYANGUOCHENGZHONG,JINXINGYIXIEQUWEIXIAOHUODONG,HUOSHENGZHEHUODEBAIJIUPINPAIXIAOJIU、BAIJIUPINPAIJINGMEIJINIANPINDENG。

YINDAOCANHUIRENYUANYONGCANSHIDUIBAIJIUPINPAIJINXINGPINJIAN

YINDAOHUASHU:DUIBAIJIUPINPAITEDIANJINXINGJIESHAO,PINJIANBAIJIUPINPAIKOUGANROUHESHUNCHANG。

ZHU:HEZHUBANDANWEIXIEDIAOHAO,ZHONGDONGZUOWANCHENGDUERFEILIUCHENG。

05、客情维护及团购拓展

KEQINGWEIHU:DUIYONGJIUJUJIANRENJINXINGZHENDUIXINGGONGGUAN,LIYONGFANLIZHENGCEHEKEQINGWEIHUKAOQINZHIDUSHIXIAN。

HUIYIYONGJIUJUJIANRENFANLI。

ZENGJIU。

TUANGOUTUOZHAN:TONGGUOHUIYIZHUBANFANGYINJIANHUOQUXINREN,LINGWAIYANHUIQIJIANYAOQINGPINJIAN、JIYUZENGPINDENGHUOQUDUIBAIJIUPINPAICHANPINHAOGAN,SHIXIANTUANGOUZIYUANDETUOZHAN。

TIQIANLIYONGZHUBANFANGHUOQUCANHUIRENYUANXINXI(YICHOUJIANGMINGYIHUOCHAKANQIANDAOBU)

YONGCANGUOCHENGZHONGZHUDONGHUDONG,TONGGUOZHUBANFANGYINJIAN,JIYUXIAOJIUZENGPIN。

HUIYIJIESHU,GOUTONGFAZHANDANWEIFUZEREN,BINGSHISHIJIYUQITUANGOUYONGJIUZHENGCE

06、ZIYUANPEIBEI

1. ZUZHIPEIBEI:

ZIJIANXIAOFEIZHEPEIYUTUANDUIJINXINGSHEQUNJIHUIYIYONGJIUCAOZUO,BUEWAIKAISHEXINZUZHI

ZHIZUOHUIYIYONGJIUYEWUYUANXINGDONGJIHUABIAO,HELIYOUXIAOANPAIHUIYIYONGJIUKAIFAYUSHEQUNYUNYINGGONGZUOSHIJIAN

JIANLIHUIYIYONGJIUBIAOZHUNHUAMOBAN,SHIXINGDONGZUOLIANGHUAJIXIAOKAOHE。

2. FEIYONGGUIHUA:WULIAOJIKEHUXUNZHAOCHANGJIAFUZE,YIZENGYIZHENGCEJIPEIHUOJINGXIAOSHANGFUZE。

GAIBIAOANZHAOZHONGDIANDIJISHISHICHANGNIANXIAOLIANG20WANQIANYUE100FENYISHANG10JIA;80FENYISHANG20JIABIAOZHUNTONGSUAN;

光瓶品鉴酒使用核算方法是品鉴酒价格按照成品酒出厂价格的50%计算。

    关键词:酒类营销 营销技巧 区域酒企  来源:酒业家  黑格咨询
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