<b> 【世界经理人编者按】</b>
“渠道突围，服务增值”－－－ xx品牌通用耗材市场营销策划书
<p align=center><strong>第六步：企业资源能力进行分析（略）</strong>
<p align=left> 将营销目标转换成为具体的策略，这就需要对企业现有的资源进行综合考虑，如此才能更加全面详细的制定出一套完整的营销计划。
<blockquote style=margin-right: 0px>
<p align=left> 1. 信贷能力
2. 生产力量
3. 营销费用
4. 人力资源
5. 客户忠诚度
6. 销售能力
7．分销能力</blockquote>
<p align=center><strong>第七步：绘制swot表，进行总汇分析</strong>
最后将前边所收集到的所有基础数据进行分析，同时对数据分析进行总结，并且提供确实有效而且规范的文本和图表资料，通过这些资料，分析企业和市场的关系，把信息绘制到swot表格内，生成出来的图表则已经详细罗列出我们下一步该做些什么，具有明确的指导作用。
<div align=center>
<table border=1 cellpadding=0 style=border-bottom: black 0.75pt outset; border-left: black 0.75pt outset; border-right: black 0.75pt outset; border-top: black 0.75pt outset; width: 100%; mso-cellspacing: 1.5pt; mso-padding-alt: 0cm 0cm 0cm 0cm width=100%>
<tbody>
<tr>
<td rowspan=2 style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 15.14% width=15%>
<p align=center class=msonormal style=margin: 0cm 0cm 0pt; text-align: center><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>swot</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><?xml:namespace prefix = o ns = urn:schemas-microsoft-com:office:office /><o:p></o:p></span></td>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 40.22% width=40%>
<p align=center class=msonormal style=margin: 0cm 0cm 0pt; text-align: center><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>优势</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>——s</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 43.22% width=43%>
<p align=center class=msonormal style=margin: 0cm 0cm 0pt; text-align: center><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>劣势</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>——w</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td></tr>
<tr style=height: 1pt>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; height: 1pt; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 40.22% width=40%>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt 57.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>1</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>价格优势，降低使用成本</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt 57.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>2</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>产品规模日益扩大，市场容量加大</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt 57.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>3</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>相关法规出台，渴望环保耗材</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt 57.0pt; mso-line-height-alt: 1.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>4</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>企业营销能力较强</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; height: 1pt; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 43.22% width=43%>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>1</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>品牌优势无力抗衡原装耗材</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>2</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>用户因为质量和服务问题接受程度不高</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>3</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>销售渠道不健全</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt; mso-line-height-alt: 1.0pt><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>4</span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 7pt> </span><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>品牌认知度不高</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td></tr>
<tr>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 15.14% width=15%>
<p align=center class=msonormal style=margin: 0cm 0cm 0pt; text-align: center><span lang=en-us> </span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 40.22% width=40%>
<p align=center class=msonormal style=margin: 0cm 0cm 0pt; text-align: center><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>机会</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>——o </span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 43.22% width=43%>
<p align=center class=msonormal style=margin: 0cm 0cm 0pt; text-align: center><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>威胁</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体>——t</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td></tr>
<tr>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 15.14% valign=top width=15%>
<p class=msonormal style=margin: 0cm 0cm 0pt; text-indent: 4.2pt; mso-char-indent-size: 9pt; mso-char-indent-count: .4><span lang=en-us> </span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 40.22% valign=top width=40%>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>１、耗材使用量加大，迫切需要降低成本</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>２、</span><span lang=en-us style=font-size: 10pt>3r”</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>，即</span><span lang=en-us style=font-size: 10pt>refill (</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>填充使用</span><span lang=en-us style=font-size: 10pt>)</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 10pt>reuse(</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>再利用</span><span lang=en-us style=font-size: 10pt>)</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>、</span><span lang=en-us style=font-size: 10pt>recycle(</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>循环再造</span><span lang=en-us style=font-size: 10pt>)</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>成为耗材业的指导思想</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>３、</span><span style=font-family: 宋体; font-size: 10pt; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>企业产品兼容品牌的不断增加</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td>
<td style=background-color: transparent; border-bottom: black 0.75pt inset; border-left: black 0.75pt inset; border-right: black 0.75pt inset; border-top: black 0.75pt inset; padding-bottom: 0.75pt; padding-left: 0.75pt; padding-right: 0.75pt; padding-top: 0.75pt; width: 43.22% valign=top width=43%>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>１、原装耗材联合倾轧</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>２、假冒伪劣产品的冲击</span><span lang=en-us style=font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span>
<p class=msonormal style=margin: 0cm 0cm 0pt 18pt; text-indent: -18pt; tab-stops: list 18.0pt><span style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: times new roman; mso-ascii-font-family: times new roman>３、前期成长起来的兼容耗材品牌的市场认知影响跟进品牌</span><span lang=en-us style=font-family: 宋体; font-size: 9pt; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体><o:p></o:p></span></td></tr></tbody></table></div>
<div> </div>
<p align=center><strong>第八步：衍生出整体战略思想</strong>
营销策略是市场发展计划的重点，提纲挈领地表达出市场的战略发展思想，并且统一全体人员的思想，以有利于提出营销方案。
1. 市场状况汇总
1) 总结企业的市场状况及市场机会点
2. 市场营销的整体战略
1) 未来发展的设想以及营销的方向
2) 期望值及论述
3. 财务成果
1) 销售收入，构成比例及获利状况
2) 营销费用控制的方式
4. 计划的假设及前提
1) 未来可能面对的问题
2) 不可控制前提下的假设及前提
<p align=center><strong>第九步：衍生出营销组合策略思想</strong>
由战略思想的递进生成的营销系统和策略思想，不仅涵概了未来营销方案中所出现的种种可遇见问题，也通盘体现出分析了企业现有的情况，更好的帮助企业找到营销侧重点。
<strong>一、产品/品牌</strong>
1． 分析产品结构变化趋势，制定产品策略。
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（产品定位，品质成份等）</blockquote>
2． 制定品牌策略
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（品牌的发展策略，品牌形象的树立，品牌形象维护，品牌价值的跟踪，品牌延展性的研究）</blockquote>
3． 产品命名与测试
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（制作商标标签，申请专利）</blockquote>
4． 产品包装与测试
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（在包装上以精美外观建立高品质形象以消除用户对兼容耗材等同于假冒伪劣产品的误会）</blockquote>
<strong> 二、价格</strong>
1． 成本分析研究
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（分析产品成本，研究公司、经销商与消费者的利润）</blockquote>
2． 制定价格策略
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（低价、高价、还是跟随价，制定出产价、批发价和零售价等）</blockquote>
针对性：采取相对的中高价格定位，既能够区分假冒伪劣产品，又能够给经销商提供更大的利润空间
<strong> 三、渠道</strong>
1． 行业现有销售渠道和模式研究
2． 渠道结构分析及趋势
3． 制定销售渠道策略
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（是直营正是经销，或两者并行，对代理、经销、零售商的调查评估；双方如何管理、如何合作、如何铺货、如何付款）</blockquote>
4． 产品供给与运送
供给：（在本地产销或外地配送；品质控制；产品之安全存量及供给进度安排。）
运送：（运送工具与制度；运费估算；运送条件；耗损产品的控制与处理；退货处理）
针对性：
（1）坚持发展自己的合作伙伴，实行品牌代理制，迅速建立完善的销售渠道和网络，同时也使经销商和分销商成为自身品牌的培育者。
国内一般厂商往往将代理商放在自己的销售与服务体系中，而为了加快市场扩张，除了要将代理商放在自己的销售与服务体系中外，还将他们放在了公司的利益分配体系中，增加了渠道的利润空间，由此带来的是极高的渠道忠诚度。因为对于渠道商来说，他们已经不再满足于只扮演销售通路的角色，而希望厂商真正地将他们看做是合作伙伴，这样，不仅能够给他们留下较大的利润空间，还让他们感受前所未有的受重视程度。
（2）散落销售队伍的建立：在当地区域市场中建立起分销售公司，而且招聘一些有经验的销售人员，进行统一培训后进行有针对性的销售，比如写字楼中的广告公司。
作者：李贵平
来源：中国企划网
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