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中小(xiao)型(xing)食品(pin)企業營銷如何破局

中小型食品企業營銷如何破局

  • 分類:公司新聞
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  • 發布時間:2021-10-01
  • 訪問量:0

【概要描述】“生(sheng)意(yi)越來(lai)越難(nan)做(zuo)了,利(li)潤越來(lai)越低(di)了,市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)風(feng)險(xian)越來(lai)越大(da)(da)(da)了……”筆者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)跟(gen)許多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)老板溝(gou)通的(de)(de)(de)(de)(de)(de)(de)(de)(de)過(guo)程(cheng)(cheng)(cheng)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)經常會(hui)(hui)聽到(dao)這(zhe)(zhe)(zhe)樣(yang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)感嘆(tan),這(zhe)(zhe)(zhe)是(shi)(shi)(shi)(shi)眾(zhong)多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)面(mian)(mian)臨的(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)些困境(jing)。當前中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)到(dao)底(di)存(cun)在(zai)(zai)(zai)(zai)(zai)些什(shen)么(me)問(wen)(wen)(wen)題(ti),是(shi)(shi)(shi)(shi)什(shen)么(me)束縛了他們的(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)(fa)(fa)展(zhan)(zhan),他們還能(neng)(neng)(neng)(neng)(neng)(neng)在(zai)(zai)(zai)(zai)(zai)競(jing)(jing)(jing)爭如(ru)(ru)此(ci)激烈(lie)的(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)堅持多(duo)(duo)(duo)(duo)久,這(zhe)(zhe)(zhe)是(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)個(ge)(ge)值(zhi)得(de)深(shen)思(si)(si)(si)的(de)(de)(de)(de)(de)(de)(de)(de)(de)問(wen)(wen)(wen)題(ti)。從(cong)(cong)(cong)(cong)筆者(zhe)(zhe)接(jie)觸(chu)過(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)眾(zhong)多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),無(wu)不(bu)(bu)(bu)(bu)存(cun)在(zai)(zai)(zai)(zai)(zai)以(yi)下(xia)問(wen)(wen)(wen)題(ti):  一(yi)(yi)(yi)(yi)、企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)無(wu)戰(zhan)(zhan)略(lve)(lve)規(gui)(gui)(gui)(gui)劃(hua)(hua),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)領(ling)(ling)導(dao)人(ren)(ren)(ren)思(si)(si)(si)想保守,缺(que)(que)(que)(que)乏(fa)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)運(yun)(yun)作(zuo)意(yi)識;很(hen)多(duo)(duo)(duo)(duo)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)缺(que)(que)(que)(que)乏(fa)長(chang)遠(yuan)戰(zhan)(zhan)略(lve)(lve)規(gui)(gui)(gui)(gui)劃(hua)(hua),其(qi)經營(ying)(ying)(ying)(ying)階(jie)(jie)(jie)段(duan)(duan)只(zhi)限于(yu)(yu)做(zuo)生(sheng)意(yi)而已,并未將(jiang)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)行(xing)(xing)(xing)(xing)為上(shang)升(sheng)(sheng)到(dao)一(yi)(yi)(yi)(yi)個(ge)(ge)經營(ying)(ying)(ying)(ying)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)行(xing)(xing)(xing)(xing)為,而只(zhi)是(shi)(shi)(shi)(shi)局(ju)限于(yu)(yu)生(sheng)產(chan)(chan)(chan)(chan)(chan)到(dao)簡(jian)(jian)單(dan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)而已,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)部(bu)外部(bu)運(yun)(yun)營(ying)(ying)(ying)(ying)都(dou)(dou)缺(que)(que)(que)(que)乏(fa)規(gui)(gui)(gui)(gui)劃(hua)(hua)與管(guan)(guan)理(li)(li)。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)領(ling)(ling)導(dao)人(ren)(ren)(ren)無(wu)長(chang)期(qi)(qi)經營(ying)(ying)(ying)(ying)意(yi)識,視野(ye)不(bu)(bu)(bu)(bu)開(kai)拓,缺(que)(que)(que)(que)乏(fa)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)家(jia)具(ju)有(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)(de)冒險(xian)意(yi)識,對(dui)(dui)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)和(he)(he)(he)(he)(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)缺(que)(que)(que)(que)乏(fa)全(quan)(quan)面(mian)(mian)把握,局(ju)限于(yu)(yu)生(sheng)產(chan)(chan)(chan)(chan)(chan)到(dao)簡(jian)(jian)單(dan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)個(ge)(ge)簡(jian)(jian)單(dan)循(xun)(xun)環(huan)。  二、無(wu)科(ke)學的(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)規(gui)(gui)(gui)(gui)劃(hua)(hua)和(he)(he)(he)(he)(he)(he)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)運(yun)(yun)營(ying)(ying)(ying)(ying)思(si)(si)(si)維,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)行(xing)(xing)(xing)(xing)為完全(quan)(quan)以(yi)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)額(e)為導(dao)向;許多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)缺(que)(que)(que)(que)乏(fa)科(ke)學規(gui)(gui)(gui)(gui)劃(hua)(hua),一(yi)(yi)(yi)(yi)味的(de)(de)(de)(de)(de)(de)(de)(de)(de)向市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)上(shang)暢(chang)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)模(mo)仿,采(cai)取(qu)(qu)低(di)價(jia)(jia)跟(gen)進(jin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)策(ce)略(lve)(lve),未能(neng)(neng)(neng)(neng)(neng)(neng)打(da)(da)造自己的(de)(de)(de)(de)(de)(de)(de)(de)(de)特色產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin),未能(neng)(neng)(neng)(neng)(neng)(neng)走品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)運(yun)(yun)營(ying)(ying)(ying)(ying)道(dao)(dao)(dao)(dao)路(lu),產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)缺(que)(que)(que)(que)乏(fa)生(sheng)命力(li)(li)(li),一(yi)(yi)(yi)(yi)旦競(jing)(jing)(jing)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)對(dui)(dui)手發(fa)(fa)(fa)(fa)(fa)力(li)(li)(li),很(hen)容(rong)易(yi)被清除出(chu)(chu)(chu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang),從(cong)(cong)(cong)(cong)而消(xiao)失于(yu)(yu)消(xiao)費(fei)者(zhe)(zhe)視野(ye)。其(qi)次(ci)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)能(neng)(neng)(neng)(neng)(neng)(neng)賣(mai)多(duo)(duo)(duo)(duo)少(shao)(shao)算(suan)多(duo)(duo)(duo)(duo)少(shao)(shao),無(wu)年度銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)目標(biao)規(gui)(gui)(gui)(gui)劃(hua)(hua),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)資源(yuan)得(de)不(bu)(bu)(bu)(bu)到(dao)科(ke)學分配,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)生(sheng)產(chan)(chan)(chan)(chan)(chan)效(xiao)(xiao)率難(nan)以(yi)得(de)到(dao)提(ti)(ti)高。  三(san)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)布(bu)(bu)局(ju)混亂(luan),經營(ying)(ying)(ying)(ying)模(mo)式(shi)粗(cu)放,渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)單(dan)一(yi)(yi)(yi)(yi);市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)布(bu)(bu)局(ju)混亂(luan),缺(que)(que)(que)(que)乏(fa)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)拓展(zhan)(zhan)規(gui)(gui)(gui)(gui)劃(hua)(hua),到(dao)處招商(shang)(shang)(shang),多(duo)(duo)(duo)(duo)賣(mai)一(yi)(yi)(yi)(yi)點(dian)(dian)是(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)點(dian)(dian)是(shi)(shi)(shi)(shi)很(hen)多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)通病。渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)基(ji)本以(yi)傳統流(liu)通渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)為主(zhu)(zhu),交易(yi)成(cheng)(cheng)(cheng)本低(di),風(feng)險(xian)較小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)。市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)費(fei)用(yong)(yong)投(tou)入按照(zhao)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)額(e)大(da)(da)(da)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)來(lai)確定(ding)(ding)(ding)(ding)一(yi)(yi)(yi)(yi)定(ding)(ding)(ding)(ding)比例,缺(que)(que)(que)(que)乏(fa)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)戰(zhan)(zhan)略(lve)(lve)投(tou)入,如(ru)(ru)此(ci)操(cao)作(zuo)使(shi)(shi)得(de)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)難(nan)以(yi)形成(cheng)(cheng)(cheng)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)突破,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)和(he)(he)(he)(he)(he)(he)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)知(zhi)名(ming)度也(ye)難(nan)以(yi)提(ti)(ti)升(sheng)(sheng),長(chang)期(qi)(qi)以(yi)往(wang)往(wang)往(wang)使(shi)(shi)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)逐步(bu)被市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)所(suo)淘汰(tai)(tai)。  四、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)攪動(dong)無(wu)節(jie)奏,旺季(ji)(ji)(ji)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)加(jia)大(da)(da)(da)力(li)(li)(li)度壓貨(huo)(huo),淡(dan)(dan)季(ji)(ji)(ji)悄無(wu)聲息退出(chu)(chu)(chu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang);由(you)于(yu)(yu)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)及(ji)(ji)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)等(deng)(deng)諸多(duo)(duo)(duo)(duo)問(wen)(wen)(wen)題(ti),中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)攪動(dong)上(shang)無(wu)合(he)(he)(he)(he)(he)理(li)(li)規(gui)(gui)(gui)(gui)劃(hua)(hua),缺(que)(que)(que)(que)乏(fa)節(jie)奏,且(qie)促(cu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)活(huo)動(dong)目標(biao)只(zhi)局(ju)限于(yu)(yu)經銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)商(shang)(shang)(shang)層面(mian)(mian),忽視了終(zhong)(zhong)端(duan)和(he)(he)(he)(he)(he)(he)消(xiao)費(fei)者(zhe)(zhe)環(huan)節(jie),市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)缺(que)(que)(que)(que)乏(fa)長(chang)期(qi)(qi)培養,渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)基(ji)礎(chu)不(bu)(bu)(bu)(bu)穩固(gu),市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)根基(ji)不(bu)(bu)(bu)(bu)牢(lao)靠(kao),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)像海(hai)上(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)葉小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)舟(zhou),隨(sui)(sui)時將(jiang)會(hui)(hui)遇上(shang)大(da)(da)(da)風(feng)大(da)(da)(da)浪而翻船。  五、企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)組織(zhi)(zhi)不(bu)(bu)(bu)(bu)健全(quan)(quan),營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)缺(que)(que)(que)(que)失;在(zai)(zai)(zai)(zai)(zai)筆者(zhe)(zhe)接(jie)觸(chu)過(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)許多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)基(ji)本上(shang)都(dou)(dou)是(shi)(shi)(shi)(shi)白手起家(jia)的(de)(de)(de)(de)(de)(de)(de)(de)(de),家(jia)族企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)占多(duo)(duo)(duo)(duo)數,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)成(cheng)(cheng)(cheng)員(yuan)主(zhu)(zhu)要(yao)(yao)以(yi)家(jia)族成(cheng)(cheng)(cheng)員(yuan)為主(zhu)(zhu),他們在(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)管(guan)(guan)理(li)(li)和(he)(he)(he)(he)(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方面(mian)(mian)缺(que)(que)(que)(que)乏(fa)專業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)培訓,其(qi)思(si)(si)(si)路(lu)主(zhu)(zhu)要(yao)(yao)來(lai)源(yuan)于(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)長(chang)期(qi)(qi)摸爬滾打(da)(da)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)積累的(de)(de)(de)(de)(de)(de)(de)(de)(de)經驗,很(hen)多(duo)(duo)(duo)(duo)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)只(zhi)是(shi)(shi)(shi)(shi)具(ju)備(bei)生(sheng)產(chan)(chan)(chan)(chan)(chan)和(he)(he)(he)(he)(he)(he)簡(jian)(jian)單(dan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng),在(zai)(zai)(zai)(zai)(zai)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)研發(fa)(fa)(fa)(fa)(fa)、財務支(zhi)持、營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)等(deng)(deng)組織(zhi)(zhi)機構等(deng)(deng)方面(mian)(mian)基(ji)本是(shi)(shi)(shi)(shi)空(kong)(kong)白,往(wang)往(wang)出(chu)(chu)(chu)現(xian)(xian)各(ge)個(ge)(ge)環(huan)節(jie)銜接(jie)不(bu)(bu)(bu)(bu)順暢(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)況,影響了企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)反應(ying)速度和(he)(he)(he)(he)(he)(he)服(fu)務水平,對(dui)(dui)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)信(xin)譽造成(cheng)(cheng)(cheng)一(yi)(yi)(yi)(yi)定(ding)(ding)(ding)(ding)負面(mian)(mian)影響;第(di)六(liu)、產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)未能(neng)(neng)(neng)(neng)(neng)(neng)有(you)(you)(you)(you)(you)效(xiao)(xiao)協同(tong)(tong)(tong),導(dao)致企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)資源(yuan)浪費(fei)和(he)(he)(he)(he)(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)不(bu)(bu)(bu)(bu)穩定(ding)(ding)(ding)(ding);由(you)于(yu)(yu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)淡(dan)(dan)旺季(ji)(ji)(ji)過(guo)于(yu)(yu)明顯(xian),大(da)(da)(da)多(duo)(duo)(duo)(duo)數中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)生(sheng)產(chan)(chan)(chan)(chan)(chan)上(shang)經常會(hui)(hui)出(chu)(chu)(chu)現(xian)(xian)產(chan)(chan)(chan)(chan)(chan)能(neng)(neng)(neng)(neng)(neng)(neng)不(bu)(bu)(bu)(bu)均衡的(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)況,淡(dan)(dan)季(ji)(ji)(ji)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)產(chan)(chan)(chan)(chan)(chan)能(neng)(neng)(neng)(neng)(neng)(neng)嚴(yan)重(zhong)(zhong)過(guo)剩,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)難(nan)以(yi)支(zhi)撐(cheng)閑置工人(ren)(ren)(ren)工資,過(guo)少(shao)(shao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)訂單(dan)會(hui)(hui)導(dao)致機器運(yun)(yun)轉成(cheng)(cheng)(cheng)本過(guo)大(da)(da)(da);旺季(ji)(ji)(ji)來(lai)臨工廠工人(ren)(ren)(ren)未能(neng)(neng)(neng)(neng)(neng)(neng)及(ji)(ji)時跟(gen)進(jin),產(chan)(chan)(chan)(chan)(chan)能(neng)(neng)(neng)(neng)(neng)(neng)不(bu)(bu)(bu)(bu)足(zu),導(dao)致市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)斷(duan)貨(huo)(huo),使(shi)(shi)得(de)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)資源(yuan)難(nan)以(yi)有(you)(you)(you)(you)(you)效(xiao)(xiao)發(fa)(fa)(fa)(fa)(fa)揮,對(dui)(dui)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)形成(cheng)(cheng)(cheng)很(hen)大(da)(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)負面(mian)(mian)影響。  食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)目前集(ji)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)度仍較低(di),中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)現(xian)(xian)階(jie)(jie)(jie)段(duan)(duan)如(ru)(ru)何(he)形成(cheng)(cheng)(cheng)有(you)(you)(you)(you)(you)效(xiao)(xiao)突破,從(cong)(cong)(cong)(cong)而不(bu)(bu)(bu)(bu)被市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)所(suo)淘汰(tai)(tai),值(zhi)得(de)我們去思(si)(si)(si)考。中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)產(chan)(chan)(chan)(chan)(chan)值(zhi)巨大(da)(da)(da),蛋糕之(zhi)(zhi)大(da)(da)(da)對(dui)(dui)于(yu)(yu)國內(nei)眾(zhong)多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)存(cun)在(zai)(zai)(zai)(zai)(zai)著巨大(da)(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)誘惑(huo)力(li)(li)(li),如(ru)(ru)何(he)在(zai)(zai)(zai)(zai)(zai)巨大(da)(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)空(kong)(kong)間中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)分得(de)一(yi)(yi)(yi)(yi)杯羹(geng),從(cong)(cong)(cong)(cong)而在(zai)(zai)(zai)(zai)(zai)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)占據(ju)(ju)一(yi)(yi)(yi)(yi)席之(zhi)(zhi)地,這(zhe)(zhe)(zhe)是(shi)(shi)(shi)(shi)諸多(duo)(duo)(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)需(xu)要(yao)(yao)認真(zhen)思(si)(si)(si)考的(de)(de)(de)(de)(de)(de)(de)(de)(de)問(wen)(wen)(wen)題(ti)。在(zai)(zai)(zai)(zai)(zai)以(yi)上(shang)談(tan)到(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)諸多(duo)(duo)(duo)(duo)方面(mian)(mian)都(dou)(dou)是(shi)(shi)(shi)(shi)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)存(cun)在(zai)(zai)(zai)(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)內(nei)部(bu)癥結(jie)(jie),因(yin)(yin)此(ci),作(zuo)為中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)從(cong)(cong)(cong)(cong)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)領(ling)(ling)導(dao)人(ren)(ren)(ren)思(si)(si)(si)維意(yi)識及(ji)(ji)內(nei)部(bu)管(guan)(guan)理(li)(li)、營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方式(shi)進(jin)行(xing)(xing)(xing)(xing)變(bian)革和(he)(he)(he)(he)(he)(he)轉變(bian)。在(zai)(zai)(zai)(zai)(zai)此(ci),筆者(zhe)(zhe)想更(geng)多(duo)(duo)(duo)(duo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)談(tan)談(tan)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)如(ru)(ru)何(he)在(zai)(zai)(zai)(zai)(zai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方面(mian)(mian)實現(xian)(xian)變(bian)革。  首先,實現(xian)(xian)經營(ying)(ying)(ying)(ying)模(mo)式(shi)轉變(bian),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)自身應(ying)實現(xian)(xian)從(cong)(cong)(cong)(cong)“生(sheng)產(chan)(chan)(chan)(chan)(chan)到(dao)簡(jian)(jian)單(dan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)”的(de)(de)(de)(de)(de)(de)(de)(de)(de)經濟行(xing)(xing)(xing)(xing)為到(dao)“企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)化(hua)(hua)(hua)運(yun)(yun)作(zuo)、品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)化(hua)(hua)(hua)運(yun)(yun)作(zuo)、規(gui)(gui)(gui)(gui)模(mo)化(hua)(hua)(hua)運(yun)(yun)作(zuo)(結(jie)(jie)論(lun)值(zhi)得(de)商(shang)(shang)(shang)榷”的(de)(de)(de)(de)(de)(de)(de)(de)(de)經營(ying)(ying)(ying)(ying)模(mo)式(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)轉變(bian)。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)結(jie)(jie)合(he)(he)(he)(he)(he)所(suo)在(zai)(zai)(zai)(zai)(zai)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)競(jing)(jing)(jing)爭格局(ju)及(ji)(ji)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)自身綜(zong)合(he)(he)(he)(he)(he)實力(li)(li)(li)制(zhi)(zhi)定(ding)(ding)(ding)(ding)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)三(san)到(dao)五年發(fa)(fa)(fa)(fa)(fa)展(zhan)(zhan)規(gui)(gui)(gui)(gui)劃(hua)(hua),有(you)(you)(you)(you)(you)計劃(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)穩步(bu)推進(jin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)整(zheng)體發(fa)(fa)(fa)(fa)(fa)展(zhan)(zhan)。  其(qi)次(ci)、企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)管(guan)(guan)理(li)(li)組織(zhi)(zhi)建(jian)設與功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)發(fa)(fa)(fa)(fa)(fa)育(yu);根據(ju)(ju)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)戰(zhan)(zhan)略(lve)(lve)規(gui)(gui)(gui)(gui)劃(hua)(hua)、發(fa)(fa)(fa)(fa)(fa)展(zhan)(zhan)階(jie)(jie)(jie)段(duan)(duan)及(ji)(ji)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)規(gui)(gui)(gui)(gui)劃(hua)(hua)需(xu)求企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)搭(da)建(jian)管(guan)(guan)理(li)(li)組織(zhi)(zhi)架構,重(zhong)(zhong)點(dian)(dian)培育(yu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)組織(zhi)(zhi)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng),實現(xian)(xian)橫向與縱向相結(jie)(jie)合(he)(he)(he)(he)(he)的(de)(de)(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)管(guan)(guan)理(li)(li)平臺。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)初級階(jie)(jie)(jie)段(duan)(duan)主(zhu)(zhu)要(yao)(yao)表(biao)現(xian)(xian)為產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)線不(bu)(bu)(bu)(bu)足(zu)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)覆蓋面(mian)(mian)窄、銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)量(liang)較小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao),因(yin)(yin)此(ci)應(ying)首先具(ju)備(bei)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)和(he)(he)(he)(he)(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)規(gui)(gui)(gui)(gui)劃(hua)(hua)、人(ren)(ren)(ren)力(li)(li)(li)資源(yuan)、財務、銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)、物流(liu)、產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)研發(fa)(fa)(fa)(fa)(fa)等(deng)(deng)主(zhu)(zhu)要(yao)(yao)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng);在(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)快速成(cheng)(cheng)(cheng)長(chang)階(jie)(jie)(jie)段(duan)(duan),隨(sui)(sui)著企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)開(kai)發(fa)(fa)(fa)(fa)(fa)面(mian)(mian)加(jia)大(da)(da)(da),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)份額(e)不(bu)(bu)(bu)(bu)斷(duan)提(ti)(ti)升(sheng)(sheng),渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)多(duo)(duo)(duo)(duo)樣(yang)化(hua)(hua)(hua)及(ji)(ji)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)知(zhi)名(ming)度增加(jia),需(xu)要(yao)(yao)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)進(jin)一(yi)(yi)(yi)(yi)步(bu)加(jia)強(qiang)(qiang)(qiang)和(he)(he)(he)(he)(he)(he)完善組建(jian)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)發(fa)(fa)(fa)(fa)(fa)育(yu),主(zhu)(zhu)要(yao)(yao)在(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)管(guan)(guan)理(li)(li)、產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)規(gui)(gui)(gui)(gui)劃(hua)(hua)、渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)管(guan)(guan)理(li)(li)、人(ren)(ren)(ren)員(yuan)管(guan)(guan)理(li)(li)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)管(guan)(guan)理(li)(li)等(deng)(deng)方面(mian)(mian)進(jin)行(xing)(xing)(xing)(xing)補充。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)發(fa)(fa)(fa)(fa)(fa)展(zhan)(zhan)到(dao)穩步(bu)提(ti)(ti)升(sheng)(sheng)階(jie)(jie)(jie)段(duan)(duan)時,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)占有(you)(you)(you)(you)(you)率達到(dao)一(yi)(yi)(yi)(yi)定(ding)(ding)(ding)(ding)程(cheng)(cheng)(cheng)度后(hou),為進(jin)一(yi)(yi)(yi)(yi)步(bu)提(ti)(ti)升(sheng)(sheng)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)知(zhi)名(ming)度、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)份額(e)及(ji)(ji)盈利(li)能(neng)(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)時,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)在(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)整(zheng)合(he)(he)(he)(he)(he)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)拓展(zhan)(zhan)、產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)研發(fa)(fa)(fa)(fa)(fa)、財務體系(xi)等(deng)(deng)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)及(ji)(ji)各(ge)部(bu)門之(zhi)(zhi)間的(de)(de)(de)(de)(de)(de)(de)(de)(de)有(you)(you)(you)(you)(you)效(xiao)(xiao)協同(tong)(tong)(tong)方面(mian)(mian)進(jin)一(yi)(yi)(yi)(yi)步(bu)加(jia)強(qiang)(qiang)(qiang)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)部(bu)修煉,增強(qiang)(qiang)(qiang)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)綜(zong)合(he)(he)(he)(he)(he)競(jing)(jing)(jing)爭力(li)(li)(li)。  第(di)三(san)、營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)模(mo)式(shi)制(zhi)(zhi)定(ding)(ding)(ding)(ding)與調整(zheng),中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)評估(gu)自身綜(zong)合(he)(he)(he)(he)(he)實力(li)(li)(li)后(hou),制(zhi)(zhi)定(ding)(ding)(ding)(ding)相應(ying)的(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)模(mo)式(shi),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)自身實力(li)(li)(li)有(you)(you)(you)(you)(you)限的(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)況下(xia),應(ying)將(jiang)資源(yuan)整(zheng)合(he)(he)(he)(he)(he)集(ji)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)到(dao)某一(yi)(yi)(yi)(yi)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)深(shen),采(cai)取(qu)(qu)深(shen)度營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)模(mo)式(shi)實行(xing)(xing)(xing)(xing)精耕細作(zuo),打(da)(da)造企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)。在(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)知(zhi)名(ming)度和(he)(he)(he)(he)(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)份額(e)都(dou)(dou)得(de)到(dao)一(yi)(yi)(yi)(yi)定(ding)(ding)(ding)(ding)提(ti)(ti)升(sheng)(sheng)后(hou),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)可對(dui)(dui)經營(ying)(ying)(ying)(ying)模(mo)式(shi)細微調整(zheng),將(jiang)區(qu)(qu)域(yu)(yu)(yu)樣(yang)板市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)操(cao)作(zuo)模(mo)式(shi)向周邊區(qu)(qu)域(yu)(yu)(yu)復制(zhi)(zhi)與非(fei)重(zhong)(zhong)點(dian)(dian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)粗(cu)放式(shi)經營(ying)(ying)(ying)(ying)相結(jie)(jie)合(he)(he)(he)(he)(he),實現(xian)(xian)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)規(gui)(gui)(gui)(gui)模(mo)和(he)(he)(he)(he)(he)(he)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)為王的(de)(de)(de)(de)(de)(de)(de)(de)(de)雙豐收。  第(di)四、產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)規(gui)(gui)(gui)(gui)劃(hua)(hua):基(ji)于(yu)(yu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)發(fa)(fa)(fa)(fa)(fa)展(zhan)(zhan)階(jie)(jie)(jie)段(duan)(duan)及(ji)(ji)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)類型(xing)(xing),實施產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)組合(he)(he)(he)(he)(he),提(ti)(ti)升(sheng)(sheng)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)綜(zong)合(he)(he)(he)(he)(he)競(jing)(jing)(jing)爭力(li)(li)(li)。從(cong)(cong)(cong)(cong)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)線組合(he)(he)(he)(he)(he)、價(jia)(jia)格體系(xi)進(jin)行(xing)(xing)(xing)(xing)科(ke)學規(gui)(gui)(gui)(gui)劃(hua)(hua),制(zhi)(zhi)定(ding)(ding)(ding)(ding)適合(he)(he)(he)(he)(he)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)及(ji)(ji)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)組合(he)(he)(he)(he)(he),從(cong)(cong)(cong)(cong)形象產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)、利(li)潤產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)、走量(liang)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)及(ji)(ji)策(ce)略(lve)(lve)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)進(jin)行(xing)(xing)(xing)(xing)組合(he)(he)(he)(he)(he),形成(cheng)(cheng)(cheng)組合(he)(he)(he)(he)(he)拳,為市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)迅速拓展(zhan)(zhan)及(ji)(ji)后(hou)期(qi)(qi)穩定(ding)(ding)(ding)(ding)發(fa)(fa)(fa)(fa)(fa)展(zhan)(zhan)提(ti)(ti)供有(you)(you)(you)(you)(you)力(li)(li)(li)保障。  第(di)五、渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)有(you)(you)(you)(you)(you)效(xiao)(xiao)選擇,如(ru)(ru)今市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)競(jing)(jing)(jing)爭日益激烈(lie),傳統渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)在(zai)(zai)(zai)(zai)(zai)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)仍起著舉足(zu)輕重(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)作(zuo)用(yong)(yong),但現(xian)(xian)代渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)更(geng)發(fa)(fa)(fa)(fa)(fa)揮出(chu)(chu)(chu)了更(geng)加(jia)強(qiang)(qiang)(qiang)勁(jing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng),現(xian)(xian)代渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)無(wu)論(lun)是(shi)(shi)(shi)(shi)在(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)形象建(jian)立還是(shi)(shi)(shi)(shi)在(zai)(zai)(zai)(zai)(zai)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)上(shang)都(dou)(dou)發(fa)(fa)(fa)(fa)(fa)揮著較強(qiang)(qiang)(qiang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)功(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng),但終(zhong)(zhong)端(duan)賣(mai)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)費(fei)用(yong)(yong)不(bu)(bu)(bu)(bu)斷(duan)提(ti)(ti)升(sheng)(sheng),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)運(yun)(yun)作(zuo)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)成(cheng)(cheng)(cheng)本越來(lai)越高,因(yin)(yin)此(ci),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)布(bu)(bu)局(ju)的(de)(de)(de)(de)(de)(de)(de)(de)(de)過(guo)程(cheng)(cheng)(cheng)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),需(xu)根據(ju)(ju)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)定(ding)(ding)(ding)(ding)位的(de)(de)(de)(de)(de)(de)(de)(de)(de)不(bu)(bu)(bu)(bu)同(tong)(tong)(tong),采(cai)取(qu)(qu)不(bu)(bu)(bu)(bu)同(tong)(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)組合(he)(he)(he)(he)(he)策(ce)略(lve)(lve),重(zhong)(zhong)點(dian)(dian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)精耕細作(zuo),實行(xing)(xing)(xing)(xing)全(quan)(quan)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)運(yun)(yun)作(zuo);非(fei)重(zhong)(zhong)點(dian)(dian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)點(dian)(dian)面(mian)(mian)結(jie)(jie)合(he)(he)(he)(he)(he),有(you)(you)(you)(you)(you)選擇的(de)(de)(de)(de)(de)(de)(de)(de)(de)進(jin)入賣(mai)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang),將(jiang)重(zhong)(zhong)點(dian)(dian)放在(zai)(zai)(zai)(zai)(zai)流(liu)通渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao),這(zhe)(zhe)(zhe)樣(yang)才能(neng)(neng)(neng)(neng)(neng)(neng)有(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)(de)放矢(shi),做(zuo)到(dao)資源(yuan)優(you)化(hua)(hua)(hua)配置。  第(di)六(liu)、促(cu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)策(ce)略(lve)(lve)主(zhu)(zhu)次(ci)明確,貫穿始終(zhong)(zhong),在(zai)(zai)(zai)(zai)(zai)筆者(zhe)(zhe)接(jie)觸(chu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)些企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),促(cu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)缺(que)(que)(que)(que)乏(fa)合(he)(he)(he)(he)(he)理(li)(li)規(gui)(gui)(gui)(gui)劃(hua)(hua),淡(dan)(dan)季(ji)(ji)(ji)沒有(you)(you)(you)(you)(you)聲音,旺季(ji)(ji)(ji)缺(que)(que)(que)(que)乏(fa)重(zhong)(zhong)點(dian)(dian),導(dao)致企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)運(yun)(yun)作(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)過(guo)程(cheng)(cheng)(cheng)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),促(cu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)沒有(you)(you)(you)(you)(you)連貫性(xing)(xing),形成(cheng)(cheng)(cheng)淡(dan)(dan)季(ji)(ji)(ji)更(geng)淡(dan)(dan),旺季(ji)(ji)(ji)不(bu)(bu)(bu)(bu)旺的(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)個(ge)(ge)惡性(xing)(xing)循(xun)(xun)環(huan)。因(yin)(yin)此(ci)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)因(yin)(yin)根據(ju)(ju)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)類型(xing)(xing)不(bu)(bu)(bu)(bu)同(tong)(tong)(tong)、運(yun)(yun)作(zuo)周期(qi)(qi)不(bu)(bu)(bu)(bu)同(tong)(tong)(tong)采(cai)取(qu)(qu)有(you)(you)(you)(you)(you)針對(dui)(dui)性(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)促(cu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)策(ce)略(lve)(lve),確保促(cu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)真(zhen)正實現(xian)(xian)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)、終(zhong)(zhong)端(duan)、消(xiao)費(fei)者(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)聯動(dong)效(xiao)(xiao)應(ying)。唯有(you)(you)(you)(you)(you)變(bian)化(hua)(hua)(hua)是(shi)(shi)(shi)(shi)永遠(yuan)不(bu)(bu)(bu)(bu)變(bian)的(de)(de)(de)(de)(de)(de)(de)(de)(de),這(zhe)(zhe)(zhe)是(shi)(shi)(shi)(shi)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)永恒定(ding)(ding)(ding)(ding)律,中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)面(mian)(mian)對(dui)(dui)的(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)更(geng)加(jia)激烈(lie),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)這(zhe)(zhe)(zhe)種(zhong)環(huan)境(jing)下(xia)只(zhi)有(you)(you)(you)(you)(you)不(bu)(bu)(bu)(bu)斷(duan)提(ti)(ti)升(sheng)(sheng)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)部(bu)修煉,加(jia)強(qiang)(qiang)(qiang)科(ke)學規(gui)(gui)(gui)(gui)劃(hua)(hua),特別是(shi)(shi)(shi)(shi)在(zai)(zai)(zai)(zai)(zai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)層面(mian)(mian),才能(neng)(neng)(neng)(neng)(neng)(neng)從(cong)(cong)(cong)(cong)容(rong)應(ying)對(dui)(dui)變(bian)幻莫測的(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang),從(cong)(cong)(cong)(cong)而形成(cheng)(cheng)(cheng)新的(de)(de)(de)(de)(de)(de)(de)(de)(de)突破!

中小型食品企業營銷如何破局

【概要描述(shu)】“生(sheng)意越來(lai)越難(nan)(nan)做了(le),利(li)潤越來(lai)越低了(le),市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)風(feng)險(xian)越來(lai)越大(da)了(le)……”筆者在(zai)(zai)(zai)(zai)(zai)(zai)跟許多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)老板溝通(tong)的(de)(de)(de)(de)(de)(de)(de)過(guo)(guo)(guo)(guo)程中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)經常會聽到(dao)(dao)(dao)這(zhe)樣(yang)的(de)(de)(de)(de)(de)(de)(de)感嘆(tan),這(zhe)是(shi)(shi)(shi)眾多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)面(mian)(mian)(mian)(mian)臨的(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)些(xie)困(kun)境。當(dang)前(qian)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)到(dao)(dao)(dao)底存(cun)在(zai)(zai)(zai)(zai)(zai)(zai)些(xie)什么(me)問(wen)題(ti)(ti)(ti),是(shi)(shi)(shi)什么(me)束縛了(le)他們(men)的(de)(de)(de)(de)(de)(de)(de)發(fa)展(zhan),他們(men)還能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)在(zai)(zai)(zai)(zai)(zai)(zai)競爭(zheng)(zheng)如(ru)(ru)此(ci)(ci)(ci)激烈(lie)的(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)堅持多(duo)(duo)久,這(zhe)是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)個(ge)值(zhi)得(de)(de)(de)深思的(de)(de)(de)(de)(de)(de)(de)問(wen)題(ti)(ti)(ti)。從筆者接(jie)觸(chu)過(guo)(guo)(guo)(guo)的(de)(de)(de)(de)(de)(de)(de)眾多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),無(wu)不(bu)(bu)(bu)(bu)存(cun)在(zai)(zai)(zai)(zai)(zai)(zai)以(yi)(yi)(yi)下(xia)問(wen)題(ti)(ti)(ti):  一(yi)(yi)(yi)(yi)(yi)、企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)無(wu)戰(zhan)略(lve)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)領(ling)導(dao)人(ren)(ren)(ren)思想保(bao)守,缺(que)(que)(que)乏(fa)(fa)(fa)(fa)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)運(yun)作(zuo)意識;很(hen)多(duo)(duo)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)長遠戰(zhan)略(lve)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),其經營(ying)(ying)(ying)階段只(zhi)(zhi)(zhi)限(xian)于(yu)(yu)(yu)(yu)做生(sheng)意而(er)(er)(er)已,并未(wei)將(jiang)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)上(shang)升(sheng)到(dao)(dao)(dao)一(yi)(yi)(yi)(yi)(yi)個(ge)經營(ying)(ying)(ying)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei),而(er)(er)(er)只(zhi)(zhi)(zhi)是(shi)(shi)(shi)局限(xian)于(yu)(yu)(yu)(yu)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)到(dao)(dao)(dao)簡(jian)單(dan)的(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)而(er)(er)(er)已,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)部外部運(yun)營(ying)(ying)(ying)都缺(que)(que)(que)乏(fa)(fa)(fa)(fa)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua)與(yu)管(guan)理(li)。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)領(ling)導(dao)人(ren)(ren)(ren)無(wu)長期(qi)(qi)經營(ying)(ying)(ying)意識,視(shi)(shi)野不(bu)(bu)(bu)(bu)開(kai)拓,缺(que)(que)(que)乏(fa)(fa)(fa)(fa)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)家具有(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)冒險(xian)意識,對企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)和(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)全(quan)面(mian)(mian)(mian)(mian)把握,局限(xian)于(yu)(yu)(yu)(yu)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)到(dao)(dao)(dao)簡(jian)單(dan)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)個(ge)簡(jian)單(dan)循環(huan)。  二、無(wu)科(ke)(ke)學(xue)(xue)的(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua)和(he)(he)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)運(yun)營(ying)(ying)(ying)思維(wei),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)完全(quan)以(yi)(yi)(yi)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)額(e)為(wei)導(dao)向(xiang);許多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)科(ke)(ke)學(xue)(xue)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),一(yi)(yi)(yi)(yi)(yi)味的(de)(de)(de)(de)(de)(de)(de)向(xiang)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)上(shang)暢(chang)(chang)銷(xiao)(xiao)(xiao)(xiao)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)模(mo)(mo)(mo)(mo)(mo)仿,采(cai)取(qu)低價(jia)跟進的(de)(de)(de)(de)(de)(de)(de)策(ce)略(lve),未(wei)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)打造(zao)自(zi)己的(de)(de)(de)(de)(de)(de)(de)特色(se)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin),未(wei)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)走(zou)(zou)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)運(yun)營(ying)(ying)(ying)道(dao)(dao)(dao)(dao)(dao)路,產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)生(sheng)命力(li)(li),一(yi)(yi)(yi)(yi)(yi)旦競品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)對手發(fa)力(li)(li),很(hen)容(rong)易被(bei)清除出(chu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang),從而(er)(er)(er)消(xiao)(xiao)(xiao)失于(yu)(yu)(yu)(yu)消(xiao)(xiao)(xiao)費(fei)者視(shi)(shi)野。其次產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)賣(mai)多(duo)(duo)少(shao)算多(duo)(duo)少(shao),無(wu)年(nian)度(du)(du)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)目(mu)標規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)資(zi)源(yuan)(yuan)(yuan)得(de)(de)(de)不(bu)(bu)(bu)(bu)到(dao)(dao)(dao)科(ke)(ke)學(xue)(xue)分(fen)配,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)效(xiao)率(lv)難(nan)(nan)以(yi)(yi)(yi)得(de)(de)(de)到(dao)(dao)(dao)提(ti)(ti)(ti)(ti)(ti)高(gao)。  三、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)布(bu)局混(hun)亂,經營(ying)(ying)(ying)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi)粗放(fang),渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)單(dan)一(yi)(yi)(yi)(yi)(yi);市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)布(bu)局混(hun)亂,缺(que)(que)(que)乏(fa)(fa)(fa)(fa)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)拓展(zhan)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),到(dao)(dao)(dao)處招商,多(duo)(duo)賣(mai)一(yi)(yi)(yi)(yi)(yi)點(dian)(dian)是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)點(dian)(dian)是(shi)(shi)(shi)很(hen)多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)通(tong)病。渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)基(ji)(ji)本(ben)以(yi)(yi)(yi)傳統流(liu)(liu)通(tong)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)為(wei)主(zhu)(zhu),交易成(cheng)(cheng)(cheng)本(ben)低,風(feng)險(xian)較(jiao)小(xiao)(xiao)。市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)費(fei)用投入(ru)(ru)按(an)照銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)額(e)大(da)小(xiao)(xiao)來(lai)確定(ding)(ding)一(yi)(yi)(yi)(yi)(yi)定(ding)(ding)比例,缺(que)(que)(que)乏(fa)(fa)(fa)(fa)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)戰(zhan)略(lve)投入(ru)(ru),如(ru)(ru)此(ci)(ci)(ci)操(cao)作(zuo)使(shi)得(de)(de)(de)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)難(nan)(nan)以(yi)(yi)(yi)形(xing)成(cheng)(cheng)(cheng)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)突(tu)破,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)和(he)(he)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)知(zhi)名度(du)(du)也難(nan)(nan)以(yi)(yi)(yi)提(ti)(ti)(ti)(ti)(ti)升(sheng),長期(qi)(qi)以(yi)(yi)(yi)往往往使(shi)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)逐步(bu)被(bei)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)所淘汰。  四(si)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)攪(jiao)動無(wu)節奏,旺(wang)(wang)季(ji)(ji)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)加大(da)力(li)(li)度(du)(du)壓貨(huo),淡(dan)(dan)季(ji)(ji)悄無(wu)聲息退出(chu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang);由(you)于(yu)(yu)(yu)(yu)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)及(ji)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)等(deng)(deng)(deng)諸(zhu)多(duo)(duo)問(wen)題(ti)(ti)(ti),中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)(zai)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)攪(jiao)動上(shang)無(wu)合(he)(he)(he)(he)理(li)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),缺(que)(que)(que)乏(fa)(fa)(fa)(fa)節奏,且促(cu)(cu)(cu)銷(xiao)(xiao)(xiao)(xiao)活動目(mu)標只(zhi)(zhi)(zhi)局限(xian)于(yu)(yu)(yu)(yu)經銷(xiao)(xiao)(xiao)(xiao)商層面(mian)(mian)(mian)(mian),忽視(shi)(shi)了(le)終(zhong)端(duan)(duan)和(he)(he)消(xiao)(xiao)(xiao)費(fei)者環(huan)節,市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)長期(qi)(qi)培(pei)(pei)養,渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)基(ji)(ji)礎(chu)不(bu)(bu)(bu)(bu)穩固,市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)根(gen)(gen)基(ji)(ji)不(bu)(bu)(bu)(bu)牢靠,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)像海上(shang)的(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)葉小(xiao)(xiao)舟,隨時將(jiang)會遇(yu)上(shang)大(da)風(feng)大(da)浪(lang)而(er)(er)(er)翻(fan)船(chuan)。  五、企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)組(zu)(zu)織(zhi)不(bu)(bu)(bu)(bu)健(jian)全(quan),營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)缺(que)(que)(que)失;在(zai)(zai)(zai)(zai)(zai)(zai)筆者接(jie)觸(chu)過(guo)(guo)(guo)(guo)的(de)(de)(de)(de)(de)(de)(de)許多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)基(ji)(ji)本(ben)上(shang)都是(shi)(shi)(shi)白手起家的(de)(de)(de)(de)(de)(de)(de),家族(zu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)占多(duo)(duo)數,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)成(cheng)(cheng)(cheng)員(yuan)主(zhu)(zhu)要(yao)(yao)以(yi)(yi)(yi)家族(zu)成(cheng)(cheng)(cheng)員(yuan)為(wei)主(zhu)(zhu),他們(men)在(zai)(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)管(guan)理(li)和(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)方面(mian)(mian)(mian)(mian)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)專業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)培(pei)(pei)訓,其思路主(zhu)(zhu)要(yao)(yao)來(lai)源(yuan)(yuan)(yuan)于(yu)(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)長期(qi)(qi)摸(mo)爬滾打中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)積累(lei)的(de)(de)(de)(de)(de)(de)(de)經驗,很(hen)多(duo)(duo)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)只(zhi)(zhi)(zhi)是(shi)(shi)(shi)具備(bei)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)和(he)(he)簡(jian)單(dan)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng),在(zai)(zai)(zai)(zai)(zai)(zai)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)研發(fa)、財務(wu)支(zhi)持、營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)等(deng)(deng)(deng)組(zu)(zu)織(zhi)機構(gou)等(deng)(deng)(deng)方面(mian)(mian)(mian)(mian)基(ji)(ji)本(ben)是(shi)(shi)(shi)空白,往往出(chu)現(xian)(xian)(xian)各(ge)個(ge)環(huan)節銜(xian)接(jie)不(bu)(bu)(bu)(bu)順暢(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)情況,影響了(le)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)反應(ying)(ying)速(su)度(du)(du)和(he)(he)服務(wu)水平,對企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)信譽造(zao)成(cheng)(cheng)(cheng)一(yi)(yi)(yi)(yi)(yi)定(ding)(ding)負(fu)面(mian)(mian)(mian)(mian)影響;第(di)(di)六、產(chan)(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)未(wei)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)有(you)(you)(you)(you)(you)效(xiao)協同(tong),導(dao)致(zhi)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)資(zi)源(yuan)(yuan)(yuan)浪(lang)費(fei)和(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)不(bu)(bu)(bu)(bu)穩定(ding)(ding);由(you)于(yu)(yu)(yu)(yu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)淡(dan)(dan)旺(wang)(wang)季(ji)(ji)過(guo)(guo)(guo)(guo)于(yu)(yu)(yu)(yu)明顯,大(da)多(duo)(duo)數中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)(zai)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)上(shang)經常會出(chu)現(xian)(xian)(xian)產(chan)(chan)(chan)(chan)(chan)(chan)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)不(bu)(bu)(bu)(bu)均衡的(de)(de)(de)(de)(de)(de)(de)情況,淡(dan)(dan)季(ji)(ji)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)產(chan)(chan)(chan)(chan)(chan)(chan)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)嚴(yan)重(zhong)過(guo)(guo)(guo)(guo)剩,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)難(nan)(nan)以(yi)(yi)(yi)支(zhi)撐閑置工人(ren)(ren)(ren)工資(zi),過(guo)(guo)(guo)(guo)少(shao)的(de)(de)(de)(de)(de)(de)(de)訂單(dan)會導(dao)致(zhi)機器運(yun)轉成(cheng)(cheng)(cheng)本(ben)過(guo)(guo)(guo)(guo)大(da);旺(wang)(wang)季(ji)(ji)來(lai)臨工廠工人(ren)(ren)(ren)未(wei)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)及(ji)時跟進,產(chan)(chan)(chan)(chan)(chan)(chan)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)不(bu)(bu)(bu)(bu)足,導(dao)致(zhi)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)斷(duan)貨(huo),使(shi)得(de)(de)(de)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)資(zi)源(yuan)(yuan)(yuan)難(nan)(nan)以(yi)(yi)(yi)有(you)(you)(you)(you)(you)效(xiao)發(fa)揮,對市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)形(xing)成(cheng)(cheng)(cheng)很(hen)大(da)的(de)(de)(de)(de)(de)(de)(de)負(fu)面(mian)(mian)(mian)(mian)影響。  食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)目(mu)前(qian)集中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)度(du)(du)仍較(jiao)低,中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)(zai)現(xian)(xian)(xian)階段如(ru)(ru)何形(xing)成(cheng)(cheng)(cheng)有(you)(you)(you)(you)(you)效(xiao)突(tu)破,從而(er)(er)(er)不(bu)(bu)(bu)(bu)被(bei)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)所淘汰,值(zhi)得(de)(de)(de)我(wo)們(men)去思考(kao)。中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)產(chan)(chan)(chan)(chan)(chan)(chan)值(zhi)巨(ju)(ju)大(da),蛋糕(gao)之(zhi)大(da)對于(yu)(yu)(yu)(yu)國內(nei)眾多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)存(cun)在(zai)(zai)(zai)(zai)(zai)(zai)著(zhu)(zhu)巨(ju)(ju)大(da)的(de)(de)(de)(de)(de)(de)(de)誘惑力(li)(li),如(ru)(ru)何在(zai)(zai)(zai)(zai)(zai)(zai)巨(ju)(ju)大(da)的(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)空間(jian)(jian)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)分(fen)得(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)杯(bei)羹,從而(er)(er)(er)在(zai)(zai)(zai)(zai)(zai)(zai)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)占據(ju)一(yi)(yi)(yi)(yi)(yi)席之(zhi)地,這(zhe)是(shi)(shi)(shi)諸(zhu)多(duo)(duo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)需要(yao)(yao)認(ren)真思考(kao)的(de)(de)(de)(de)(de)(de)(de)問(wen)題(ti)(ti)(ti)。在(zai)(zai)(zai)(zai)(zai)(zai)以(yi)(yi)(yi)上(shang)談(tan)到(dao)(dao)(dao)的(de)(de)(de)(de)(de)(de)(de)諸(zhu)多(duo)(duo)方面(mian)(mian)(mian)(mian)都是(shi)(shi)(shi)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)存(cun)在(zai)(zai)(zai)(zai)(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)內(nei)部癥結(jie)(jie)(jie),因(yin)此(ci)(ci)(ci),作(zuo)為(wei)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)(ying)從企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)領(ling)導(dao)人(ren)(ren)(ren)思維(wei)意識及(ji)內(nei)部管(guan)理(li)、營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)方式(shi)(shi)(shi)進行(xing)(xing)(xing)(xing)(xing)(xing)(xing)變(bian)革(ge)和(he)(he)轉變(bian)。在(zai)(zai)(zai)(zai)(zai)(zai)此(ci)(ci)(ci),筆者想更多(duo)(duo)的(de)(de)(de)(de)(de)(de)(de)談(tan)談(tan)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)如(ru)(ru)何在(zai)(zai)(zai)(zai)(zai)(zai)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)方面(mian)(mian)(mian)(mian)實(shi)(shi)(shi)現(xian)(xian)(xian)變(bian)革(ge)。  首(shou)先,實(shi)(shi)(shi)現(xian)(xian)(xian)經營(ying)(ying)(ying)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi)轉變(bian),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)自(zi)身(shen)應(ying)(ying)實(shi)(shi)(shi)現(xian)(xian)(xian)從“生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)到(dao)(dao)(dao)簡(jian)單(dan)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)”的(de)(de)(de)(de)(de)(de)(de)經濟行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)到(dao)(dao)(dao)“企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)化(hua)(hua)(hua)(hua)運(yun)作(zuo)、品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)化(hua)(hua)(hua)(hua)運(yun)作(zuo)、規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)模(mo)(mo)(mo)(mo)(mo)化(hua)(hua)(hua)(hua)運(yun)作(zuo)(結(jie)(jie)(jie)論(lun)值(zhi)得(de)(de)(de)商榷”的(de)(de)(de)(de)(de)(de)(de)經營(ying)(ying)(ying)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)轉變(bian)。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)(ying)結(jie)(jie)(jie)合(he)(he)(he)(he)所在(zai)(zai)(zai)(zai)(zai)(zai)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)競爭(zheng)(zheng)格(ge)局及(ji)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)自(zi)身(shen)綜(zong)(zong)合(he)(he)(he)(he)實(shi)(shi)(shi)力(li)(li)制定(ding)(ding)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)三到(dao)(dao)(dao)五年(nian)發(fa)展(zhan)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),有(you)(you)(you)(you)(you)計(ji)劃(hua)(hua)(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)穩步(bu)推進企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)整體發(fa)展(zhan)。  其次、企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)管(guan)理(li)組(zu)(zu)織(zhi)建設與(yu)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)發(fa)育;根(gen)(gen)據(ju)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)戰(zhan)略(lve)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua)、發(fa)展(zhan)階段及(ji)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua)需求(qiu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)(ying)搭(da)建管(guan)理(li)組(zu)(zu)織(zhi)架構(gou),重(zhong)點(dian)(dian)培(pei)(pei)育企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)組(zu)(zu)織(zhi)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng),實(shi)(shi)(shi)現(xian)(xian)(xian)橫向(xiang)與(yu)縱(zong)向(xiang)相(xiang)結(jie)(jie)(jie)合(he)(he)(he)(he)的(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)管(guan)理(li)平臺。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)(zai)初級階段主(zhu)(zhu)要(yao)(yao)表現(xian)(xian)(xian)為(wei)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)線(xian)不(bu)(bu)(bu)(bu)足、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)覆蓋面(mian)(mian)(mian)(mian)窄(zhai)、銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)量(liang)較(jiao)小(xiao)(xiao),因(yin)此(ci)(ci)(ci)應(ying)(ying)首(shou)先具備(bei)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)和(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua)、人(ren)(ren)(ren)力(li)(li)資(zi)源(yuan)(yuan)(yuan)、財務(wu)、銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)、物流(liu)(liu)、產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)研發(fa)等(deng)(deng)(deng)主(zhu)(zhu)要(yao)(yao)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng);在(zai)(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)快(kuai)速(su)成(cheng)(cheng)(cheng)長階段,隨著(zhu)(zhu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)開(kai)發(fa)面(mian)(mian)(mian)(mian)加大(da),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)份額(e)不(bu)(bu)(bu)(bu)斷(duan)提(ti)(ti)(ti)(ti)(ti)升(sheng),渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)多(duo)(duo)樣(yang)化(hua)(hua)(hua)(hua)及(ji)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)知(zhi)名度(du)(du)增加,需要(yao)(yao)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)進一(yi)(yi)(yi)(yi)(yi)步(bu)加強和(he)(he)完善組(zu)(zu)建功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)發(fa)育,主(zhu)(zhu)要(yao)(yao)在(zai)(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)管(guan)理(li)、產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua)、渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)管(guan)理(li)、人(ren)(ren)(ren)員(yuan)管(guan)理(li)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)管(guan)理(li)等(deng)(deng)(deng)方面(mian)(mian)(mian)(mian)進行(xing)(xing)(xing)(xing)(xing)(xing)(xing)補充。企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)發(fa)展(zhan)到(dao)(dao)(dao)穩步(bu)提(ti)(ti)(ti)(ti)(ti)升(sheng)階段時,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)占有(you)(you)(you)(you)(you)率(lv)達到(dao)(dao)(dao)一(yi)(yi)(yi)(yi)(yi)定(ding)(ding)程度(du)(du)后(hou),為(wei)進一(yi)(yi)(yi)(yi)(yi)步(bu)提(ti)(ti)(ti)(ti)(ti)升(sheng)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)知(zhi)名度(du)(du)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)份額(e)及(ji)盈利(li)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)力(li)(li)時,企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)(ying)在(zai)(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)整合(he)(he)(he)(he)、市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)拓展(zhan)、產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)研發(fa)、財務(wu)體系等(deng)(deng)(deng)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)及(ji)各(ge)部門(men)之(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)有(you)(you)(you)(you)(you)效(xiao)協同(tong)方面(mian)(mian)(mian)(mian)進一(yi)(yi)(yi)(yi)(yi)步(bu)加強企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)部修(xiu)煉(lian),增強企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)綜(zong)(zong)合(he)(he)(he)(he)競爭(zheng)(zheng)力(li)(li)。  第(di)(di)三、營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi)制定(ding)(ding)與(yu)調整,中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)應(ying)(ying)評估(gu)自(zi)身(shen)綜(zong)(zong)合(he)(he)(he)(he)實(shi)(shi)(shi)力(li)(li)后(hou),制定(ding)(ding)相(xiang)應(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)自(zi)身(shen)實(shi)(shi)(shi)力(li)(li)有(you)(you)(you)(you)(you)限(xian)的(de)(de)(de)(de)(de)(de)(de)情況下(xia),應(ying)(ying)將(jiang)資(zi)源(yuan)(yuan)(yuan)整合(he)(he)(he)(he)集中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)到(dao)(dao)(dao)某一(yi)(yi)(yi)(yi)(yi)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)深,采(cai)取(qu)深度(du)(du)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi)實(shi)(shi)(shi)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)精(jing)(jing)耕(geng)細作(zuo),打造(zao)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)。在(zai)(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)知(zhi)名度(du)(du)和(he)(he)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)份額(e)都得(de)(de)(de)到(dao)(dao)(dao)一(yi)(yi)(yi)(yi)(yi)定(ding)(ding)提(ti)(ti)(ti)(ti)(ti)升(sheng)后(hou),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)可對經營(ying)(ying)(ying)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi)細微調整,將(jiang)區(qu)(qu)域(yu)(yu)(yu)樣(yang)板市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)操(cao)作(zuo)模(mo)(mo)(mo)(mo)(mo)式(shi)(shi)(shi)向(xiang)周邊區(qu)(qu)域(yu)(yu)(yu)復制與(yu)非重(zhong)點(dian)(dian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)粗放(fang)式(shi)(shi)(shi)經營(ying)(ying)(ying)相(xiang)結(jie)(jie)(jie)合(he)(he)(he)(he),實(shi)(shi)(shi)現(xian)(xian)(xian)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)模(mo)(mo)(mo)(mo)(mo)和(he)(he)區(qu)(qu)域(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)為(wei)王的(de)(de)(de)(de)(de)(de)(de)雙豐收(shou)。  第(di)(di)四(si)、產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua):基(ji)(ji)于(yu)(yu)(yu)(yu)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)發(fa)展(zhan)階段及(ji)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)類型(xing)(xing),實(shi)(shi)(shi)施產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)組(zu)(zu)合(he)(he)(he)(he),提(ti)(ti)(ti)(ti)(ti)升(sheng)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)綜(zong)(zong)合(he)(he)(he)(he)競爭(zheng)(zheng)力(li)(li)。從產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)線(xian)組(zu)(zu)合(he)(he)(he)(he)、價(jia)格(ge)體系進行(xing)(xing)(xing)(xing)(xing)(xing)(xing)科(ke)(ke)學(xue)(xue)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),制定(ding)(ding)適(shi)合(he)(he)(he)(he)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)及(ji)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)組(zu)(zu)合(he)(he)(he)(he),從形(xing)象(xiang)(xiang)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)、利(li)潤產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)、走(zou)(zou)量(liang)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)及(ji)策(ce)略(lve)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)進行(xing)(xing)(xing)(xing)(xing)(xing)(xing)組(zu)(zu)合(he)(he)(he)(he),形(xing)成(cheng)(cheng)(cheng)組(zu)(zu)合(he)(he)(he)(he)拳(quan),為(wei)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)迅(xun)速(su)拓展(zhan)及(ji)后(hou)期(qi)(qi)穩定(ding)(ding)發(fa)展(zhan)提(ti)(ti)(ti)(ti)(ti)供有(you)(you)(you)(you)(you)力(li)(li)保(bao)障。  第(di)(di)五、渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)有(you)(you)(you)(you)(you)效(xiao)選擇,如(ru)(ru)今(jin)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)競爭(zheng)(zheng)日益激烈(lie),傳統渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)在(zai)(zai)(zai)(zai)(zai)(zai)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)仍起著(zhu)(zhu)舉足輕重(zhong)的(de)(de)(de)(de)(de)(de)(de)作(zuo)用,但現(xian)(xian)(xian)代渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)更發(fa)揮出(chu)了(le)更加強勁的(de)(de)(de)(de)(de)(de)(de)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng),現(xian)(xian)(xian)代渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)無(wu)論(lun)是(shi)(shi)(shi)在(zai)(zai)(zai)(zai)(zai)(zai)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)形(xing)象(xiang)(xiang)建立還是(shi)(shi)(shi)在(zai)(zai)(zai)(zai)(zai)(zai)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)上(shang)都發(fa)揮著(zhu)(zhu)較(jiao)強的(de)(de)(de)(de)(de)(de)(de)功(gong)(gong)(gong)(gong)能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng),但終(zhong)端(duan)(duan)賣(mai)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)費(fei)用不(bu)(bu)(bu)(bu)斷(duan)提(ti)(ti)(ti)(ti)(ti)升(sheng),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)運(yun)作(zuo)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)成(cheng)(cheng)(cheng)本(ben)越來(lai)越高(gao),因(yin)此(ci)(ci)(ci),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)(zai)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)布(bu)局的(de)(de)(de)(de)(de)(de)(de)過(guo)(guo)(guo)(guo)程中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),需根(gen)(gen)據(ju)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)定(ding)(ding)位的(de)(de)(de)(de)(de)(de)(de)不(bu)(bu)(bu)(bu)同(tong),采(cai)取(qu)不(bu)(bu)(bu)(bu)同(tong)的(de)(de)(de)(de)(de)(de)(de)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)組(zu)(zu)合(he)(he)(he)(he)策(ce)略(lve),重(zhong)點(dian)(dian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)精(jing)(jing)耕(geng)細作(zuo),實(shi)(shi)(shi)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)全(quan)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)運(yun)作(zuo);非重(zhong)點(dian)(dian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)點(dian)(dian)面(mian)(mian)(mian)(mian)結(jie)(jie)(jie)合(he)(he)(he)(he),有(you)(you)(you)(you)(you)選擇的(de)(de)(de)(de)(de)(de)(de)進入(ru)(ru)賣(mai)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang),將(jiang)重(zhong)點(dian)(dian)放(fang)在(zai)(zai)(zai)(zai)(zai)(zai)流(liu)(liu)通(tong)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao),這(zhe)樣(yang)才能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)有(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)放(fang)矢(shi),做到(dao)(dao)(dao)資(zi)源(yuan)(yuan)(yuan)優化(hua)(hua)(hua)(hua)配置。  第(di)(di)六、促(cu)(cu)(cu)銷(xiao)(xiao)(xiao)(xiao)策(ce)略(lve)主(zhu)(zhu)次明確,貫穿始(shi)終(zhong),在(zai)(zai)(zai)(zai)(zai)(zai)筆者接(jie)觸(chu)的(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)些(xie)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),促(cu)(cu)(cu)銷(xiao)(xiao)(xiao)(xiao)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)合(he)(he)(he)(he)理(li)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),淡(dan)(dan)季(ji)(ji)沒有(you)(you)(you)(you)(you)聲音,旺(wang)(wang)季(ji)(ji)缺(que)(que)(que)乏(fa)(fa)(fa)(fa)重(zhong)點(dian)(dian),導(dao)致(zhi)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)(zai)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)運(yun)作(zuo)的(de)(de)(de)(de)(de)(de)(de)過(guo)(guo)(guo)(guo)程中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong),促(cu)(cu)(cu)銷(xiao)(xiao)(xiao)(xiao)沒有(you)(you)(you)(you)(you)連貫性,形(xing)成(cheng)(cheng)(cheng)淡(dan)(dan)季(ji)(ji)更淡(dan)(dan),旺(wang)(wang)季(ji)(ji)不(bu)(bu)(bu)(bu)旺(wang)(wang)的(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)個(ge)惡性循環(huan)。因(yin)此(ci)(ci)(ci)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)因(yin)根(gen)(gen)據(ju)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)類型(xing)(xing)不(bu)(bu)(bu)(bu)同(tong)、運(yun)作(zuo)周期(qi)(qi)不(bu)(bu)(bu)(bu)同(tong)采(cai)取(qu)有(you)(you)(you)(you)(you)針對性的(de)(de)(de)(de)(de)(de)(de)促(cu)(cu)(cu)銷(xiao)(xiao)(xiao)(xiao)策(ce)略(lve),確保(bao)促(cu)(cu)(cu)銷(xiao)(xiao)(xiao)(xiao)真正實(shi)(shi)(shi)現(xian)(xian)(xian)渠(qu)(qu)道(dao)(dao)(dao)(dao)(dao)、終(zhong)端(duan)(duan)、消(xiao)(xiao)(xiao)費(fei)者的(de)(de)(de)(de)(de)(de)(de)聯(lian)動效(xiao)應(ying)(ying)。唯有(you)(you)(you)(you)(you)變(bian)化(hua)(hua)(hua)(hua)是(shi)(shi)(shi)永遠不(bu)(bu)(bu)(bu)變(bian)的(de)(de)(de)(de)(de)(de)(de),這(zhe)是(shi)(shi)(shi)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)永恒定(ding)(ding)律,中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)小(xiao)(xiao)型(xing)(xing)食(shi)(shi)(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)面(mian)(mian)(mian)(mian)對的(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)更加激烈(lie),企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)(zai)(zai)(zai)(zai)這(zhe)種環(huan)境下(xia)只(zhi)(zhi)(zhi)有(you)(you)(you)(you)(you)不(bu)(bu)(bu)(bu)斷(duan)提(ti)(ti)(ti)(ti)(ti)升(sheng)企(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)部修(xiu)煉(lian),加強科(ke)(ke)學(xue)(xue)規(gui)(gui)(gui)(gui)(gui)(gui)(gui)(gui)劃(hua)(hua)(hua)(hua)(hua),特別是(shi)(shi)(shi)在(zai)(zai)(zai)(zai)(zai)(zai)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)層面(mian)(mian)(mian)(mian),才能(neng)(neng)(neng)(neng)(neng)(neng)(neng)(neng)從容(rong)應(ying)(ying)對變(bian)幻莫測的(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang),從而(er)(er)(er)形(xing)成(cheng)(cheng)(cheng)新的(de)(de)(de)(de)(de)(de)(de)突(tu)破!

  • 分(fen)類:公司新聞
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  • 發(fa)布時(shi)間(jian):2021-10-01
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詳情

  “生(sheng)意(yi)越(yue)來越(yue)難做了(le),利潤(run)越(yue)來越(yue)低了(le),市場風險越(yue)來越(yue)大(da)了(le)……”筆者在(zai)(zai)跟許多(duo)中(zhong)(zhong)(zhong)小企(qi)業老(lao)板溝通的(de)過程中(zhong)(zhong)(zhong)經常會聽(ting)到這樣(yang)的(de)感嘆(tan),這是(shi)眾多(duo)中(zhong)(zhong)(zhong)小食品企(qi)業面(mian)臨的(de)一(yi)些困境(jing)。 當前中(zhong)(zhong)(zhong)小型食品企(qi)業到底存在(zai)(zai)些什么問題,是(shi)什么束縛(fu)了(le)他(ta)們的(de)發展,他(ta)們還能在(zai)(zai)競爭如此激烈的(de)市場中(zhong)(zhong)(zhong)堅持多(duo)久,這是(shi)一(yi)個(ge)值得深思的(de)問題。從筆者接觸過的(de)眾多(duo)中(zhong)(zhong)(zhong)小食品企(qi)業中(zhong)(zhong)(zhong),無不存在(zai)(zai)以下(xia)問題:

  一、企(qi)業(ye)無戰略規劃(hua),企(qi)業(ye)領導人思想保(bao)守,缺(que)乏市場(chang)運(yun)作意(yi)識(shi); 很多企(qi)業(ye)缺(que)乏長遠戰略規劃(hua),其經(jing)營(ying)階段只限于(yu)(yu)做(zuo)生(sheng)(sheng)意(yi)而(er)已,并未(wei)將(jiang)企(qi)業(ye) 行(xing)為上升到一個經(jing)營(ying)企(qi)業(ye)的行(xing)為,而(er)只是(shi)局限于(yu)(yu)生(sheng)(sheng)產到簡單的銷售而(er)已,企(qi)業(ye)內部外(wai)部運(yun)營(ying)都缺(que)乏規劃(hua)與管理。 企(qi)業(ye)領導人無長期經(jing)營(ying)意(yi)識(shi),視(shi)野不開拓(tuo),缺(que)乏企(qi)業(ye)家具有的冒險(xian)意(yi)識(shi),對企(qi)業(ye)和市場(chang)缺(que)乏全面把(ba)握,局限于(yu)(yu)生(sheng)(sheng)產到簡單銷售的一個簡單循環。

  二(er)、無(wu)科學(xue)(xue)的(de)(de)產(chan)(chan)(chan)品(pin)(pin)規(gui)劃(hua)(hua)和品(pin)(pin)牌(pai)運營(ying)思(si)維,企(qi)(qi)業(ye)行為完全以(yi)銷(xiao)售額為導向(xiang); 許多中小型食品(pin)(pin)企(qi)(qi)業(ye)產(chan)(chan)(chan)品(pin)(pin)缺乏(fa)科學(xue)(xue)規(gui)劃(hua)(hua),一(yi)味的(de)(de)向(xiang)市場(chang)上(shang)暢銷(xiao)品(pin)(pin)牌(pai)的(de)(de)產(chan)(chan)(chan)品(pin)(pin)模仿,采(cai)取低價跟(gen)進(jin)的(de)(de)策略,未(wei)能(neng)打造自(zi)己的(de)(de)特色產(chan)(chan)(chan)品(pin)(pin),未(wei)能(neng)走品(pin)(pin)牌(pai)運營(ying)道路,產(chan)(chan)(chan)品(pin)(pin)缺乏(fa)生命力,一(yi)旦競品(pin)(pin)對手(shou)發(fa)力,很(hen)容易被清除出市場(chang),從而(er)消失于消費者視野。其次產(chan)(chan)(chan)品(pin)(pin)能(neng)賣多少算(suan)多少,無(wu)年度銷(xiao)售目(mu)標規(gui)劃(hua)(hua),企(qi)(qi)業(ye)資源得不到科學(xue)(xue)分配,企(qi)(qi)業(ye)生產(chan)(chan)(chan)效率難(nan)以(yi)得到提高(gao)。

  三、市(shi)場布局混亂,經營模式粗(cu)放,渠道單一; 市(shi)場布局混亂,缺乏(fa)市(shi)場拓展規劃,到處招商(shang),多(duo)賣(mai)一點(dian)是(shi)(shi)一點(dian)是(shi)(shi)很(hen)多(duo)中(zhong)小(xiao)(xiao)型食(shi)品企(qi)業的通(tong)病。渠道基本以(yi)傳統流通(tong)渠道為主,交易成本低,風(feng)險較小(xiao)(xiao)。市(shi)場費用(yong)投入(ru)按照銷售(shou)額大小(xiao)(xiao)來確定一定比例,缺乏(fa)市(shi)場戰略投入(ru),如此操(cao)作使(shi)得企(qi)業難(nan)以(yi)形成區域市(shi)場突破,企(qi)業品牌(pai)和企(qi)業知(zhi)名度也難(nan)以(yi)提升,長期以(yi)往(wang)往(wang)往(wang)使(shi)企(qi)業逐步被(bei)市(shi)場所淘汰(tai)。

  四、市(shi)場攪(jiao)動(dong)無節(jie)奏,旺季(ji)渠(qu)(qu)道(dao)加大(da)力度壓貨,淡季(ji)悄無聲息退出市(shi)場; 由于(yu)產品及渠(qu)(qu)道(dao)等諸多問題,中小(xiao)型(xing)食(shi)品企(qi)業(ye)在市(shi)場攪(jiao)動(dong)上無合理規(gui)劃,缺乏節(jie)奏,且促銷活動(dong)目標只局限(xian)于(yu)經銷商(shang)層(ceng)面,忽視了終端和消費者環節(jie),市(shi)場缺乏長期培養,渠(qu)(qu)道(dao)基礎不穩(wen)固,市(shi)場根(gen)基不牢靠,企(qi)業(ye)像海上的一葉小(xiao)舟,隨時將會遇上大(da)風大(da)浪而翻船(chuan)。

  五、企(qi)業(ye)(ye)(ye)營(ying)銷(xiao)(xiao)(xiao)組織不(bu)(bu)健全,營(ying)銷(xiao)(xiao)(xiao)功能(neng)(neng)缺失; 在筆者接(jie)觸過(guo)的許多(duo)中(zhong)(zhong)小型食品(pin)企(qi)業(ye)(ye)(ye)基本上都是白手起家(jia)的,家(jia)族企(qi)業(ye)(ye)(ye)占多(duo)數,企(qi)業(ye)(ye)(ye)成(cheng)員主要以(yi)家(jia)族成(cheng)員為主,他們在企(qi)業(ye)(ye)(ye)管(guan)理和(he)(he)市(shi)場(chang)(chang)(chang)營(ying)銷(xiao)(xiao)(xiao)方(fang)面(mian)缺乏專業(ye)(ye)(ye)的培訓,其思路主要來(lai)源于市(shi)場(chang)(chang)(chang)長期摸(mo)爬滾(gun)打中(zhong)(zhong)積累(lei)的經(jing)(jing)驗,很多(duo)企(qi)業(ye)(ye)(ye)只(zhi)是具備生產(chan)和(he)(he)簡(jian)單銷(xiao)(xiao)(xiao)售的功能(neng)(neng),在產(chan)品(pin)研(yan)發、財務支持、營(ying)銷(xiao)(xiao)(xiao)等(deng)組織機構等(deng)方(fang)面(mian)基本是空白,往(wang)往(wang)出(chu)現(xian)各個環節銜(xian)接(jie)不(bu)(bu)順暢的情況(kuang),影(ying)響了企(qi)業(ye)(ye)(ye)市(shi)場(chang)(chang)(chang)反應速度(du)和(he)(he)服務水平,對企(qi)業(ye)(ye)(ye)信譽造成(cheng)一定負面(mian)影(ying)響; 第六、產(chan)銷(xiao)(xiao)(xiao)未能(neng)(neng)有效(xiao)協同,導致企(qi)業(ye)(ye)(ye)資源浪(lang)費和(he)(he)市(shi)場(chang)(chang)(chang)不(bu)(bu)穩定; 由(you)于企(qi)業(ye)(ye)(ye)市(shi)場(chang)(chang)(chang)淡旺(wang)季過(guo)于明顯,大(da)多(duo)數中(zhong)(zhong)小食品(pin)企(qi)業(ye)(ye)(ye)在生產(chan)上經(jing)(jing)常會(hui)出(chu)現(xian)產(chan)能(neng)(neng)不(bu)(bu)均衡的情況(kuang),淡季市(shi)場(chang)(chang)(chang)產(chan)能(neng)(neng)嚴重過(guo)剩,企(qi)業(ye)(ye)(ye)難以(yi)支撐閑置(zhi)工人工資,過(guo)少的訂單會(hui)導致機器運轉成(cheng)本過(guo)大(da);旺(wang)季來(lai)臨(lin)工廠工人未能(neng)(neng)及(ji)時跟進,產(chan)能(neng)(neng)不(bu)(bu)足,導致市(shi)場(chang)(chang)(chang)斷(duan)貨,使(shi)得企(qi)業(ye)(ye)(ye)資源難以(yi)有效(xiao)發揮,對市(shi)場(chang)(chang)(chang)形成(cheng)很大(da)的負面(mian)影(ying)響。

  食品(pin)行業(ye)(ye)(ye)目前集中(zhong)(zhong)度仍較低,中(zhong)(zhong)小型(xing)食品(pin)企(qi)(qi)業(ye)(ye)(ye)在(zai)(zai)現階段如(ru)何(he)形成有效突破,從(cong)(cong)而(er)不被市場所淘汰,值得我們去思(si)考。 中(zhong)(zhong)國食品(pin)行業(ye)(ye)(ye)產值巨(ju)大(da),蛋糕(gao)之大(da)對于國內(nei)(nei)(nei)眾多中(zhong)(zhong)小食品(pin)企(qi)(qi)業(ye)(ye)(ye)存在(zai)(zai)著巨(ju)大(da)的誘惑力,如(ru)何(he)在(zai)(zai)巨(ju)大(da)的市場空間中(zhong)(zhong)分(fen)得一杯羹,從(cong)(cong)而(er)在(zai)(zai)行業(ye)(ye)(ye)內(nei)(nei)(nei)占(zhan)據(ju)一席之地,這是諸(zhu)多中(zhong)(zhong)小食品(pin)企(qi)(qi)業(ye)(ye)(ye)需要認真思(si)考的問題。在(zai)(zai)以上談(tan)到的諸(zhu)多方(fang)面都(dou)是中(zhong)(zhong)小型(xing)食品(pin)企(qi)(qi)業(ye)(ye)(ye)存在(zai)(zai)的內(nei)(nei)(nei)部(bu)癥結,因此,作為中(zhong)(zhong)小型(xing)食品(pin)企(qi)(qi)業(ye)(ye)(ye)應從(cong)(cong)企(qi)(qi)業(ye)(ye)(ye)領導人思(si)維意識及內(nei)(nei)(nei)部(bu)管理、營(ying)銷方(fang)式(shi)進行變(bian)革和轉變(bian)。在(zai)(zai)此,筆者(zhe)想更多的談(tan)談(tan)中(zhong)(zhong)小型(xing)食品(pin)企(qi)(qi)業(ye)(ye)(ye)如(ru)何(he)在(zai)(zai)營(ying)銷方(fang)面實現變(bian)革。

  首先(xian),實現(xian)(xian)經營(ying)(ying)模(mo)式轉變,企業(ye)(ye)自(zi)身應實現(xian)(xian)從(cong)“生產到(dao)簡單銷售”的(de)(de)經濟行為到(dao)“企業(ye)(ye)化運(yun)(yun)作(zuo)(zuo)、品牌(pai)化運(yun)(yun)作(zuo)(zuo)、規模(mo)化運(yun)(yun)作(zuo)(zuo)(結(jie)論(lun)值得(de)商榷”的(de)(de)經營(ying)(ying)模(mo)式的(de)(de)轉變。企業(ye)(ye)應結(jie)合(he)所在行業(ye)(ye)內競爭(zheng)格局(ju)及企業(ye)(ye)自(zi)身綜(zong)合(he)實力制定企業(ye)(ye)三到(dao)五年發展規劃,有計(ji)劃的(de)(de)穩步推進企業(ye)(ye)整體發展。

  其次、企(qi)(qi)(qi)(qi)業(ye)(ye)管(guan)(guan)(guan)理組織建設與功(gong)(gong)能(neng)發(fa)育(yu)(yu);根據(ju)企(qi)(qi)(qi)(qi)業(ye)(ye)戰略(lve)規(gui)(gui)劃、發(fa)展階(jie)段及營銷(xiao)(xiao)(xiao)規(gui)(gui)劃需求企(qi)(qi)(qi)(qi)業(ye)(ye)應(ying)搭建管(guan)(guan)(guan)理組織架構,重點培育(yu)(yu)企(qi)(qi)(qi)(qi)業(ye)(ye)營銷(xiao)(xiao)(xiao)組織功(gong)(gong)能(neng),實(shi)現橫向(xiang)與縱向(xiang)相結合的企(qi)(qi)(qi)(qi)業(ye)(ye)管(guan)(guan)(guan)理平臺(tai)。企(qi)(qi)(qi)(qi)業(ye)(ye)在(zai)初級階(jie)段主要(yao)表現為產(chan)品(pin)線不足、市(shi)(shi)場(chang)覆(fu)蓋面(mian)窄、銷(xiao)(xiao)(xiao)售量較小,因此(ci)應(ying)首先(xian)具備產(chan)品(pin)和市(shi)(shi)場(chang)規(gui)(gui)劃、人(ren)力(li)資(zi)源、財(cai)務、銷(xiao)(xiao)(xiao)售、物流(liu)、產(chan)品(pin)研(yan)發(fa)等(deng)主要(yao)功(gong)(gong)能(neng);在(zai)企(qi)(qi)(qi)(qi)業(ye)(ye)快速成長階(jie)段,隨(sui)著企(qi)(qi)(qi)(qi)業(ye)(ye)市(shi)(shi)場(chang)開發(fa)面(mian)加(jia)(jia)大(da),企(qi)(qi)(qi)(qi)業(ye)(ye)市(shi)(shi)場(chang)份(fen)額不斷提升,渠道(dao)多樣化及品(pin)牌知(zhi)名(ming)度增加(jia)(jia),需要(yao)企(qi)(qi)(qi)(qi)業(ye)(ye)進一(yi)步加(jia)(jia)強和完善組建功(gong)(gong)能(neng)發(fa)育(yu)(yu),主要(yao)在(zai)品(pin)牌管(guan)(guan)(guan)理、產(chan)品(pin)規(gui)(gui)劃、渠道(dao)管(guan)(guan)(guan)理、人(ren)員管(guan)(guan)(guan)理、市(shi)(shi)場(chang)管(guan)(guan)(guan)理等(deng)方面(mian)進行補充。企(qi)(qi)(qi)(qi)業(ye)(ye)發(fa)展到(dao)穩步提升階(jie)段時(shi)(shi),企(qi)(qi)(qi)(qi)業(ye)(ye)市(shi)(shi)場(chang)占有率達到(dao)一(yi)定程(cheng)度后,為進一(yi)步提升品(pin)牌知(zhi)名(ming)度、市(shi)(shi)場(chang)份(fen)額及盈利能(neng)力(li)時(shi)(shi),企(qi)(qi)(qi)(qi)業(ye)(ye)應(ying)在(zai)品(pin)牌整合、市(shi)(shi)場(chang)拓展、產(chan)品(pin)研(yan)發(fa)、財(cai)務體系等(deng)功(gong)(gong)能(neng)及各部門(men)之間(jian)的有效協同(tong)方面(mian)進一(yi)步加(jia)(jia)強企(qi)(qi)(qi)(qi)業(ye)(ye)內部修煉(lian),增強企(qi)(qi)(qi)(qi)業(ye)(ye)綜合競(jing)爭力(li)。

  第三(san)、營(ying)銷(xiao)模(mo)式(shi)制(zhi)定(ding)與(yu)(yu)調整(zheng)(zheng),中(zhong)小(xiao)食品(pin)企(qi)(qi)業應評估(gu)自身綜合實力(li)后,制(zhi)定(ding)相應的(de)營(ying)銷(xiao)模(mo)式(shi),企(qi)(qi)業自身實力(li)有限的(de)情(qing)況(kuang)下(xia),應將資源整(zheng)(zheng)合集(ji)中(zhong)到(dao)某一區(qu)域市(shi)(shi)場(chang)深,采取深度營(ying)銷(xiao)模(mo)式(shi)實行(xing)精耕細作(zuo),打造企(qi)(qi)業區(qu)域市(shi)(shi)場(chang)。在企(qi)(qi)業品(pin)牌知(zhi)名度和(he)市(shi)(shi)場(chang)份額都得到(dao)一定(ding)提升后,企(qi)(qi)業可對經營(ying)模(mo)式(shi)細微調整(zheng)(zheng),將區(qu)域樣板市(shi)(shi)場(chang)操作(zuo)模(mo)式(shi)向周邊區(qu)域復制(zhi)與(yu)(yu)非重點市(shi)(shi)場(chang)粗放(fang)式(shi)經營(ying)相結合,實現(xian)銷(xiao)售(shou)規模(mo)和(he)區(qu)域市(shi)(shi)場(chang)為王的(de)雙豐收(shou)。

  第四、產(chan)(chan)品(pin)(pin)(pin)(pin)規(gui)劃(hua):基于企(qi)業市場發展階段及(ji)渠道類(lei)型,實施產(chan)(chan)品(pin)(pin)(pin)(pin)組(zu)合(he)(he)(he),提升企(qi)業產(chan)(chan)品(pin)(pin)(pin)(pin)綜(zong)合(he)(he)(he)競(jing)爭力(li)。從產(chan)(chan)品(pin)(pin)(pin)(pin)線組(zu)合(he)(he)(he)、價格體系(xi)進行科學規(gui)劃(hua),制定適合(he)(he)(he)企(qi)業及(ji)市場的(de)產(chan)(chan)品(pin)(pin)(pin)(pin)組(zu)合(he)(he)(he),從形象產(chan)(chan)品(pin)(pin)(pin)(pin)、利潤(run)產(chan)(chan)品(pin)(pin)(pin)(pin)、走量產(chan)(chan)品(pin)(pin)(pin)(pin)及(ji)策略產(chan)(chan)品(pin)(pin)(pin)(pin)進行組(zu)合(he)(he)(he),形成組(zu)合(he)(he)(he)拳,為市場迅速拓展及(ji)后期穩定發展提供有力(li)保障(zhang)。

  第五、渠(qu)道有效選(xuan)擇(ze),如今市(shi)(shi)場(chang)(chang)(chang)競(jing)爭日益(yi)激(ji)烈,傳統渠(qu)道在(zai)(zai)食品行(xing)業(ye)仍起著(zhu)(zhu)舉足輕重(zhong)的(de)(de)(de)作用,但(dan)現代(dai)渠(qu)道更發揮(hui)出了(le)更加強(qiang)勁的(de)(de)(de)功(gong)能(neng),現代(dai)渠(qu)道無論是在(zai)(zai)企業(ye)品牌(pai)形象建立還是在(zai)(zai)產品銷售上(shang)都(dou)發揮(hui)著(zhu)(zhu)較強(qiang)的(de)(de)(de)功(gong)能(neng),但(dan)終端賣(mai)場(chang)(chang)(chang)費(fei)用不(bu)斷(duan)提(ti)升,企業(ye)運作市(shi)(shi)場(chang)(chang)(chang)成本越(yue)來(lai)越(yue)高(gao),因(yin)此,企業(ye)在(zai)(zai)市(shi)(shi)場(chang)(chang)(chang)布(bu)局的(de)(de)(de)過程中,需根據(ju)市(shi)(shi)場(chang)(chang)(chang)定位的(de)(de)(de)不(bu)同,采(cai)取不(bu)同的(de)(de)(de)渠(qu)道組合(he)策(ce)略,重(zhong)點市(shi)(shi)場(chang)(chang)(chang)精耕(geng)細作,實行(xing)全渠(qu)道運作;非重(zhong)點市(shi)(shi)場(chang)(chang)(chang)點面(mian)結(jie)合(he),有選(xuan)擇(ze)的(de)(de)(de)進入賣(mai)場(chang)(chang)(chang),將重(zhong)點放在(zai)(zai)流通渠(qu)道,這(zhe)樣才(cai)能(neng)有的(de)(de)(de)放矢,做到資源優(you)化(hua)配置。

  第六、促(cu)銷(xiao)(xiao)策略(lve)主次(ci)明確(que),貫穿始終(zhong),在筆者接觸的(de)(de)一(yi)些企(qi)業(ye)(ye)中(zhong),促(cu)銷(xiao)(xiao)缺乏合理規(gui)(gui)劃(hua),淡(dan)(dan)季(ji)(ji)沒(mei)有聲音,旺季(ji)(ji)缺乏重點(dian),導(dao)致企(qi)業(ye)(ye)在市場(chang)運(yun)作的(de)(de)過程中(zhong),促(cu)銷(xiao)(xiao)沒(mei)有連貫性(xing),形成淡(dan)(dan)季(ji)(ji)更淡(dan)(dan),旺季(ji)(ji)不旺的(de)(de)一(yi)個惡性(xing)循環。因此(ci)企(qi)業(ye)(ye)因根據(ju)市場(chang)類型不同(tong)、運(yun)作周期不同(tong)采取(qu)有針對(dui)性(xing)的(de)(de)促(cu)銷(xiao)(xiao)策略(lve),確(que)保(bao)促(cu)銷(xiao)(xiao)真正(zheng)實(shi)現渠道、終(zhong)端、消費者的(de)(de)聯動效應(ying)。 唯有變(bian)化是永(yong)遠(yuan)不變(bian)的(de)(de),這(zhe)是市場(chang)的(de)(de)永(yong)恒定律,中(zhong)小型食(shi)品企(qi)業(ye)(ye)面對(dui)的(de)(de)市場(chang)更加(jia)激(ji)烈,企(qi)業(ye)(ye)在這(zhe)種環境下只(zhi)有不斷(duan)提(ti)升企(qi)業(ye)(ye)內(nei)部修煉(lian),加(jia)強科學規(gui)(gui)劃(hua),特別是在營銷(xiao)(xiao)層面,才能(neng)從容應(ying)對(dui)變(bian)幻莫測的(de)(de)市場(chang),從而形成新的(de)(de)突破(po)!

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