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[一份策划书]白塔营销企划方案

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发表于 2006-12-14 22:04:57 | 显示全部楼层 |阅读模式
<p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b><span style="font-size:10pt;background:lime;color:black;font-family:宋体;mso-ascii-font-family:tahoma;mso-hansi-font-family:tahoma;mso-bidi-font-family:tahoma;mso-highlight:lime">白塔营销企划方案</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:10pt;color:black;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p><font face="Times New Roman">&nbsp;</font></p></span></b></p><p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">一、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">SWOT</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">分析</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"> </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">优势分析:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、企业优势:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔集团属资金雄厚、规模大的国有大型企业。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔与事业单位之间的关系融洽。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔有良好的市场基础。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔人善于接受新思想、新观念。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、产品优势:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔集团在川、渝两地享有较高的产品品牌知名度。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔瓷砖产品线较宽。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔瓷砖的生产技术在同类型、同档次的产品中有一定的竞争优势。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)劣势分析:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、企业劣势:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔经济负担较重。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔的管理体制存在诸多弊端。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔员工整体素质不高,凝聚力、向心力不够。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔的经销商有一部分是白塔职工或职工亲戚。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">5</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔经销商掌握了主动权。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、产品劣势:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)市场定位不明确。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)售前、售中、售后服务不到位。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)产品成本高,在日益激烈的价格战中处于不理的位置。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">)白塔产品品质缺乏稳定性,导致品牌形象下降。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)机会分析:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">全国加强基础设施建设,对建材的需求量将加大。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">市场竞争引起优胜劣汰,小型企业逐渐淘汰。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">进入</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">WTO</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">陶瓷行业出口逐渐增长,顺差继续扩大。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">陶瓷行业产品质量总体水平不高。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)威胁分析:</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">陶瓷行业产品的同质性、模仿性、跟风性。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">国家加大小煤窑和公路汽车超载的严格管理,这将加大陶瓷企业的生产成本。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">加入</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">WTO</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">国外陶瓷品牌将纷纷进入中国。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">沿海一带知名陶瓷企业纷纷来川建厂。</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 28.5pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 28.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:创艺简仿宋;mso-ascii-font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-fareast-font-family:宋体"><font face="Times New Roman">&nbsp;</font></span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p>

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<p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt 109.5pt;text-indent:-36pt;text-align:center;mso-pagination:widow-orphan;tab-stops:list 109.5pt left 153.85pt 190.05pt"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">二、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">细分与目标市场<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 15.75pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)市场细分<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 51.75pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、细分市场的选择依据:<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 67.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 67.5pt"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)根据消费者购买动机进行市场细分<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">A</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">享受型消费者市场(我想生活得更好)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">B</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">安全型消费者市场(我不想受到伤害)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">C</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">健康型消费者市场(我想使自己身心健康)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">D</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">时髦型消费者市场(我想紧跟时代潮流)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">E</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">个性型消费者市场(我想与众不同)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 15.75pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)目标市场<span lang="EN-US" style="background:#d9d9d9;mso-shading:white;mso-pattern:gray-15 auto"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 67.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 67.5pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">目标市场的制定<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)依据:以细分市场为基础,结合白塔瓷砖防辐射的特性确定目标市场<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)领域界定:健康、无辐射的建材领域<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)区域界定:川、渝两地辐射全国<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 88.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 88.5pt"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(<span lang="EN-US">4</span>)确立目标市场:享受型消费者市场、安全型消费者市场、健康型消费者市场<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> <span lang="EN-US"><span style="mso-spacerun:yes">&nbsp; </span><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 18.05pt;text-indent:-18.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:-2.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">三、营销目标策划(对主要竞争对手的分析以及竞争策略的设计)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:14.35pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.59"><shapetype id="_x0000_t170" path="m@0,l@1,m,21600r21600,e" adj="7200" ospt="170" coordsize="21600,21600"><formulas><f eqn="val #0"></f><f eqn="sum 21600 0 @0"></f><f eqn="prod #0 1 2"></f><f eqn="sum 21600 0 @2"></f><f eqn="sum @1 21600 @0"></f></formulas><path textpathok="t"></path><textpath fitshape="t"></textpath><handles><h xrange="0,10792"></h></handles><lock shapetype="t" text="t" vext="edit"></lock></shapetype><shape id="_x0000_s1027" adj="2158" strokeweight="2.25pt" strokecolor="#396" fillcolor="blue" type="#_x0000_t170" style="margin-top:-6.75pt;z-index:2;left:0px;margin-left:711pt;width:15.75pt;position:static;height:10pt;text-align:left"><shadow type="perspective" matrix=",,,.5,,-4768371582e-16" origin=",.5" color="#875b0d"></shadow><textpath string="2" fitpath="t" trim="t" style="font-size:10pt;font-family:&amp;quot:;宋体&amp:;quot:;v-text-kern:t"></textpath></shape><shapetype id="_x0000_t75" path="m@4@5l@4@11@9@11@9@5xe" ospt="75" coordsize="21600,21600" stroked="f" filled="f" opreferrelative="t"><stroke joinstyle="miter"></stroke><formulas><f eqn="if lineDrawn pixelLineWidth 0"></f><f eqn="sum @0 1 0"></f><f eqn="sum 0 0 @1"></f><f eqn="prod @2 1 2"></f><f eqn="prod @3 21600 pixelWidth"></f><f eqn="prod @3 21600 pixelHeight"></f><f eqn="sum @0 0 1"></f><f eqn="prod @6 1 2"></f><f eqn="prod @7 21600 pixelWidth"></f><f eqn="sum @8 21600 0"></f><f eqn="prod @7 21600 pixelHeight"></f><f eqn="sum @10 21600 0"></f></formulas><path gradientshapeok="t"></path><lock vext="edit" aspectratio="t"></lock></shapetype><shape id="_x0000_s1026" type="#_x0000_t75" style="margin-top:-37.95pt;z-index:1;left:0px;margin-left:684pt;width:24;position:static;height:24;text-align:left"></shape><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)定位策略<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">定位依据</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1、</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">核心功能:健康、无辐射<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2、</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">符合消费者需要(从市场调查中得知)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">3、</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">符合差异性原则(舒适、利益)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 84pt;text-indent:-21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 84.0pt"><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">i.</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">使用白塔瓷砖会给消费者带来健康利益<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 84pt;text-indent:-21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 84.0pt"><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">ii.</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">使用白塔瓷让消费者更为舒适<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><font face="Times New Roman"><b><span lang="EN-US" style="font-size:9pt;font-family:创艺简仿宋;mso-ascii-font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-fareast-font-family:宋体">&nbsp;</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></font></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">4、</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">市场演进趋势<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63pt;text-indent:-21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.0pt"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">a)</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">消费者需求辨别<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63pt;text-indent:-21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.0pt"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">b)</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">生产线支持<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:2.0"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">5</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">企业定位:建陶卫浴的行业专家<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:2.0"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">6</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">产品定位:舒适、安全、健康<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)产品策略<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">分类产品</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63pt;text-indent:-21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.0pt"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">c)</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">分类依据:<span lang="EN-US">20/80</span>分类法<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63pt;text-indent:-21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.0pt"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">d)</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">主流产品:<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)重点型产品<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)配合型产品<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63pt;text-indent:-21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.0pt"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">e)</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">次主流产品<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">产品包装设计</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">配合部门设置</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)价格策略<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">基本模式</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、撇脂定价<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、渗透定价<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">主流产品</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">:<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:42.75pt;text-align:left;mso-pagination:widow-orphan"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、重点型产品:高渗透式价格<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:42.75pt;text-align:left;mso-pagination:widow-orphan"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、配合型产品:低渗透式价格<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">次主流产品</span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">:<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">高撇脂式价格</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)渠道策略<span lang="EN-US">(</span></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">市场渠道推广、维护计划策略</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">)<p></p></font></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 42.75pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 42.75pt"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1.</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"> </font></span></b><b><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">伙伴支援方案</span></b><b><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">整体服务</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、营销队伍</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(经销商支援队伍)</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">b</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商服务中心</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">c</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商支援服务热线</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">资讯与奖励计划</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、伙伴互联网</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">b</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、伙伴互联网通讯刊物</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">c</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、奖励计划——最佳经销商</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 42.75pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 42.75pt"><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2.</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"> </font></span></b><b><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">店铺支援方案</span></b><b><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">提高店内客流量</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">促销活动方案</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">b</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">形象店货物展示系统</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">销售点广告</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:34.95pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.87"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">售点宣传品(</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">产品宣传画册)<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">b</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、陈</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">列活动</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">售后服务</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:45.2pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:5.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">用户手册</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:45.2pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:5.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">c</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、组织售后服务队伍</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 42.75pt;text-indent:-18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 42.75pt"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">3.</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"> </font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">市场渠道推广计划</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">资料库</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman"><span style="mso-spacerun:yes">&nbsp; </span>a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">商资料数据</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:45.2pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:5.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">b</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">经销商资料报告</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:45.2pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:5.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">C</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、集团用户资料库(</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">VIP</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">俱乐部)</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36.15pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">经销商</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">(</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">销售人员的支援</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">)<p></p></font></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:45.2pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:5.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">现场营销用品及体系</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:45.2pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:5.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">b</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">培训及资讯体系</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:26.85pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:2.97"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">经销商伙伴关系</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:54.2pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:6.0"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">经销商划分研究</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p>

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<p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">四、整合营销传播策略(<span lang="EN-US">USP</span>战略的施行与概念的运用)</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:仿宋_gb2312;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 54pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 54.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">传播策略的支撑层面<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">消费者层面的支撑<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">宏观环境层面的支撑</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 54pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 54.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">USP</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">战略的销售主张:<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">白塔瓷砖——健康、环保瓷砖;<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">白塔瓷砖——舒适、安全、健康;<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:2.0"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">注:以上两种销售主张可供选择。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 54pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 54.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">确定传播策略<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 54pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 54.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">传播工具的选择和运用<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">1、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">广告语的设定:</span></b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27.1pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">“白塔瓷砖——健康建陶专家”<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">说明:由于本公司原来提交的传播诉求“白塔瓷砖—健康、环保瓷砖”以被麦氏使用,所以现在更改为“白塔瓷砖—健康建陶专家”,其表现优势在于,白塔瓷砖在建陶领域中的环保与健康专家形象,且在消费者的心目中建立起一个关怀全民健康的企业和产品形象。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2、</span></b><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp; </font></span></b><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">广告媒体策略<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">a</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">媒体目标(长期目标、短期目标)<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">b</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">目标对象(健康型消费者市场)<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">c</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">媒体选择(以电视、报纸、户外作为主要参考媒体)<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">d</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">投放范围(成都、重庆、贵阳三区域)<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:40.5pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">e</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、时间分配<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(六)、促销策略<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 78pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 78.0pt"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">a</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">宣传车队<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 78pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 78.0pt"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">b</span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">与房地产行业(名盘)的联合促销(白塔瓷砖样板房系列)<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(七)直销(针对团购的策略)<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><span style="mso-spacerun:yes">&nbsp; </span></span><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">注:详见集团用户个性化服务体系部分<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan;tab-stops:center 207.65pt"><span lang="EN-US" style="font-size:9pt;font-family:arial;mso-font-kerning:0pt">&nbsp;<p></p></span></p><p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan;tab-stops:center 207.65pt"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">五、市场信息的反馈体系<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></span></b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">市场信息系统是指为决策提供依据而收集、整理、分析各种企业内部和外部与企业经营活动有关的质和量的资料系统。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:21.75pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">对市场信息系统进行分析至为重要,因为决策和战略制定的质量很大程度上取决于所收集信息的数量和质量。</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><font face="Times New Roman"><span style="mso-spacerun:yes">&nbsp; </span><p></p></font></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:21.75pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><font face="Times New Roman">&nbsp;<p></p></font></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)市场信息分类</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">一手资料</span></b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">:</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、专业市场调查人员调查访谈信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、新品体验室收集信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">新品体验室使用概念房形式,由专业设计师根据白塔出产的新产品不定期设计装饰方案,对此实验室进行装饰,然后由经培训的专业体验人员模拟实际居住状况进行居住式体验,然后根据专业体验因素指标体系形成报告上交。此实验室亦可做整合营销传播战略中的战术之一。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">二手资料</span></b><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">:</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:39.8pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt;mso-char-indent-count:4.42"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、国家政策</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、国际政治、经济形势演变</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt center 252.65pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、社会舆论焦点</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"><span style="mso-tab-count:1">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span><p></p></font></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、文化演变</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">5</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、陶瓷行业市场信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">5</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、相关行业市场信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">6</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、现有区域市场信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">7</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、目标市场信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">8</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、主要竞争者信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-indent:69pt;text-align:left;mso-pagination:widow-orphan;tab-stops:17.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">9</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">、内部信息——主要是营销人员信息</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)、市场信息系统分析步骤</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><font face="Times New Roman"><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes">&nbsp;</span></span></b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><span style="mso-spacerun:yes">&nbsp;</span></span></font><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">市场信息系统分析步骤总分为四个阶段:</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp; </font></span></span><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">第一阶段</span></b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">是对与企业、企业活动行业和总环境相关的外部资料进行全面分析。这是从结构角度(有无详实资料)和质量角度分析此系统的产品,即此系统所产生的信息。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><font face="Times New Roman">&nbsp;<p></p></font></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp; </font></span></span><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">第二阶段</span></b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">是对系统内部机能进行透视,分析使用哪些方法、人员、设备、资金,如何组织这些手段。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">成绩用内部和外部标准加以衡量(比如采用行业标准)。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp; </font></span></span><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">第三阶段</span></b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">是评价管理程序;评定管理人员计划、行动和控制行动的能力。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">第四阶段</span></b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">即最后阶段是对以上各阶段分析中发现的问题进行综合分析。在此阶段,提出行动方案。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><b style="mso-bidi-font-weight:normal"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)、市场信息分析结果处理</span></b><b style="mso-bidi-font-weight:normal"><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:&amp;quot:;times new roman&amp:;quot:;mso-hansi-font-family:&amp;quot:;times new roman&amp:;quot:;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold">书面结果上交管理层,然后上载到白塔主页上进行内部网络交流。产品信息交由相关部门处理,营销信息交由营销部门处理。</span><span lang="EN-US" style="font-size:9pt;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-bidi-font-weight:bold"><p><font face="Times New Roman">&nbsp;</font></p></span></p>

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<p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">六、</span></b><b><span style="font-size:9pt;font-family:黑体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">营销公司人员激励机制</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-fareast-font-family:黑体"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:21.75pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">在对营销人员的管理中,人们倍加重视的是控制工作,而人员激励往往被忽视,即使考虑到这一点,也仅局限于金钱的作用。如何使营销人员自发的完成组织目标而工作,还有更广阔的空间有待我们来研究。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:arial;mso-font-kerning:0pt">激励是一种精神力量或状态,具加强、激发和推动作用,并且指导和引导行为指向目标。</span><span lang="EN-US" style="font-size:9pt;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:21.75pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">“个人有五种需求:生存、安全感、礼仪、名誉及自我实现。一种需求或满足后,下一种需求变得更重要。”</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:21.75pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">——马斯洛多层需要理论</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)整个激励机制从三个方面着手建立:</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:2.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、管理制度的完善</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"> <p></p></font></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:2.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、薪金奖励制度的完善</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:18pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.45pt;mso-char-indent-count:2.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、导入事业部机制</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;<p></p></font></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)管理制度的完善</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">在现有管理制度的基础上,本着制度化管理为基础、人性化管理为体现的原则进行管理制度的修补和更进。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、销公司各部门职能与岗位的清晰描述</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、营销文化的丰富完善</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、管理人员的权利和责任</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、一线人员的权利和责任</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">5</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、营销任务预算分配的合理</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">6</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、任务分配的合理</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">7</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、有效合理的人员淘汰率</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">8</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、培训计划的安排</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)薪金制度的完善</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、合理的底薪</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、富有吸引力的提成</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、月终奖励</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、年终奖励</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 21pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">5</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、未完成业绩应受的惩罚</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan;tab-stops:182.25pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)事业部机制的导入</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9pt;text-align:left;mso-pagination:widow-orphan;tab-stops:center 207.65pt;mso-char-indent-count:1.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'&amp;#11:;':;mso-hansi-font-family:'&amp;#11:;':;mso-bidi-font-family:宋体;mso-font-kerning:0pt">事业部制是日本“经营之神”松下幸之助在</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1927</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'&amp;#11:;':;mso-hansi-font-family:'&amp;#11:;':;mso-bidi-font-family:宋体;mso-font-kerning:0pt">年始创的“神来之举”。事业部制的创立被誉为是划时代的机构改革,实行事业制度的直接动因是企业规模的扩大。</span><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan;tab-stops:center 207.65pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;<p></p></font></span></p><p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan;tab-stops:center 207.65pt"><b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">七</span></b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、<b>针对集团用户的个性化服务体系</b></span><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">白塔目前与集团用户的现状(以及客户关系的重要性)</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">集团用户的确定(寻找</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">80%</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">利润的利基客户)</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">1、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">地方政府</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">2、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">房地产运营商</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">3、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">装饰公司</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">4、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">大型企业(如:学校、集团公司)</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">集团用户信息的收集与衡量标准</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、信息的收集</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 22.5pt;text-align:left;mso-pagination:widow-orphan"><line id="_x0000_s1028" to="253.4pt,7.8pt" from="226.25pt,7.8pt" style="z-index:3;left:0px;position:static;text-align:left"><stroke endarrow="block"></stroke></line><line id="_x0000_s1027" to="171.95pt,7.8pt" from="144.8pt,7.8pt" style="z-index:2;left:0px;position:static;text-align:left"><stroke endarrow="block"></stroke></line><line id="_x0000_s1026" to="99.55pt,7.8pt" from="72.4pt,7.8pt" style="z-index:1;left:0px;position:static;text-align:left"><stroke endarrow="block"></stroke></line><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">信息收集</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">客户分析</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">客户分类</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp; </span><span style="mso-spacerun:yes">&nbsp;</span></font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">制定不同的客户关系管理</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:25.3pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:2.81"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、客户的衡量</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63.15pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.15pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">a</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">最有价值的客户;</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63.15pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.15pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">b</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">最具增长性的客户;</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 63.15pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 63.15pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">c</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">一般客户</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; VIP</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">俱乐部的构建</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 22.5pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">构建思路:通过对集团客户信息的收集、分析和分类后确定成为白塔集团集团用户</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">VIP</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">俱乐部会员之后,可享受如下优惠政策:</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">1、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">编入白塔客户关系管理资料库</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">2、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">搭建互动平台、赠送进入密码、免费享用信息,(在白塔网站开设建陶市场价格行情表、建陶产品的专业知识、市场各主要产品的优劣点等行业系列知识以及白塔瓷砖的生产工艺过程,但信息必须做到客观公正具有很强的可参考性。)</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">3、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">据订购量大小给予不等的折扣。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">4、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">所购瓷砖的质量跟踪</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 79.5pt;text-indent:-36pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 79.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">5、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">谁时参与白塔企业的互动活动</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 76.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(五)</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">个性化服务体系样板</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 76.5pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">售前</span><span lang="EN-US" style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 22.5pt;text-indent:28.5pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、集团用户服务部的成立;</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、客户咨询(成立项目小组如:竞标会的前请准备);</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">售中</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、送货</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:36pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、安装(项目小组与客户协作随时发现和解决问题);</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:45pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:5.0"><span style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto">售后</span><span lang="EN-US" style="font-size:9pt;background:#d9d9d9;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-shading:white;mso-pattern:gray-15 auto"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>5</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、产品的质量跟踪和及时解决;</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>6</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、享受</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">VIP</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">俱乐部的质量跟踪</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp; </span><span style="mso-spacerun:yes">&nbsp;</span></font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(七)例证模拟</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">通过对XX政府与白塔集团的一次100万业务导入集团用户的个性化服务体系来说明其操作性.</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;<p></p></font></span></b></p><p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">八、经销商联盟体系</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">说明:</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:9pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:1.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">通过对主要问题市场二级分销商的提升(过度),从新进行市场划分(洗牌),明确经销商之间的责、权、利关系,通过一定基础时限和业绩的考核重组市场。</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)、背景分析</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:44.75pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.97"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商现状分析</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:44.75pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.97"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商联盟体系必要性</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)、经销商联盟体系概述</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:42pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商联盟体系构成</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:42pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商联盟体系成立的利益基础点分析</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:42pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商联盟体系的成效分析</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)、经销商联盟构建过程管理</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:42pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、准备工作</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:42pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">、经销商联盟规范操作相关文件形成</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)、构建经销商联盟体系执行</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)、经销商联盟体系控制</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p>

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<p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-indent:18.05pt;text-align:center;mso-pagination:widow-orphan;mso-char-indent-count:2.0"><b><span style="font-size:9pt;font-family:宋体;mso-hansi-font-family:创艺简仿宋;mso-bidi-font-family:宋体;mso-font-kerning:0pt">九、</span></b><b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">白塔瓷业营销人员培训手册</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-57pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第一章、白塔瓷业企业文化</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-57pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第二章、陶行业现状及分析</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-57pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第三章、白塔瓷业营销竞争策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第一节、产品策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第二节、价格策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第三节、渠道策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:27pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:3.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第四节、品牌及推广策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-57pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第四章、销售技能</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 96.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第一节、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">销售人员基本技能</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 96.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第二节、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">销售的八个步骤</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 96.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第三节、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">分销渠道</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(一)、分销渠道及其结构</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(二)、中间商</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;</span></font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(</span><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">三)、分销渠道的设计与选择</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 96.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第四节、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">客户开发与管理</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:44.75pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:4.97"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)、</span><span style="font-size:9pt;font-family:arial;mso-font-kerning:0pt"> </span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:宋体;mso-font-kerning:0pt">如何接近客户</span><span lang="EN-US" style="font-size:9pt;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:72pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:8.0"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)、经销商开发</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:56.05pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:6.23"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(三)、经销商管理</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:54pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:6.0"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)、销售人员与客情关系</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 96.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第五节、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">促销组合</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:84pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(一)、促销组合</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(二)、广告</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(二)、人员推销</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:84pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(三)、销售促进</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-indent:-54pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 96.0pt"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">第六节、</span><span lang="EN-US" style="font-size:9pt;color:black;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">终端管理</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(一)、硬终端管理</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 96pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(二)、软终端管理</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-57pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">第五章、现代商务礼仪</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:63pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:7.0"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(一)、商务活动中的基本准则</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-indent:63pt;text-align:left;mso-pagination:widow-orphan;mso-char-indent-count:7.0"><span style="font-size:9pt;font-family:黑体;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">(二)</span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">商务活动中的基本礼仪</span><span lang="EN-US" style="font-size:9pt;font-family:arial;mso-hansi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;color:black;font-family:宋体;mso-ascii-font-family:arial;mso-hansi-font-family:arial;mso-bidi-font-family:arial;mso-font-kerning:0pt">第六章、职业道德与廉洁自律</span><span lang="EN-US" style="font-size:9pt;color:black;font-family:arial;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 42pt;text-align:left;mso-pagination:widow-orphan"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;<p></p></font></span></p><p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center;mso-pagination:widow-orphan"><b><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">十、白塔瓷业经销商培训手册大纲</span></b><b><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></b></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 57pt;text-indent:-57pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 57.0pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第一章、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">白塔瓷业简介</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第二章、白塔瓷业企业文化</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第三章、白塔瓷业营销策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 85.5pt;text-indent:-36pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 85.5pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">1</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">产品策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 85.5pt;text-indent:-36pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 85.5pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">2</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">价格策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 85.5pt;text-indent:-36pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 85.5pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">3</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">渠道策略(精品渠道</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><span style="mso-spacerun:yes"><font face="Times New Roman">&nbsp; </font></span></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">合力打造)</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 85.5pt;text-indent:-36pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 85.5pt"><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">4</font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-font-kerning:0pt">、</span><span lang="EN-US" style="font-size:9pt;mso-font-kerning:0pt"><font face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">品牌及推广策略</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt">第四章、营销突围</span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt 127.5pt;text-indent:-57pt;line-height:10pt;text-align:left;mso-pagination:widow-orphan;tab-stops:list 127.5pt"><span style="font-size:9pt;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt"></span><span lang="EN-US" style="font-size:9pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"><p></p></span>&nbsp;</p><p class="MsoNormal" style="margin:0cm 0cm 0pt"><span lang="EN-US" style="font-size:9pt"><p><font face="Times New Roman">&nbsp;</font></p></span></p>

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好东西

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发表于 2011-1-2 13:20:19 | 显示全部楼层
谢谢

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发表于 2011-1-7 14:24:18 | 显示全部楼层
[em48]

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发表于 2011-10-12 19:50:13 | 显示全部楼层
谢谢
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