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样板市场,也叫榜样市场,顾名思义,就是指企业产品销售形势最好,并且该营销方式具有可复制性的代表性市场。这样的市场一般来说在当地竞争品牌中处于前列、市场影响力大、产品知名度高,经销商能够充分理解企业经营理念,并能够跟上企业的发展步伐,能够积极主动认真负责地配合企业执行好营销推广策略,并能立足当地市场因地制宜地搞一些拉动市场的营销活动和品牌维护;负责该区域的营销团队优秀、战斗力强,企业和经销商都能达到双赢。这样的市场是所有企业在销售中所追求的目标,但其形成却决非一念之先、一招之精、一日之功,它是一个细致扎实、连贯综合的堆砌,更是一个冥思苦干、巧干、实干的结晶,它有精挑细选的谨慎、有水到渠成的功到自然、更有风里来雨里去、早出晚归的艰辛。样板市场的打造要求市场操盘手具有高超的营销技能、吃苦耐劳的优良品质。笔者所了解的一个农资企业在胶东市场的做法,对于我们做市场就很有借鉴意义。该企业规模不大,但是操作市场的做法却极为老到,经销商的选择必须是区域市场的前三名里最适合自己的,经过1～2年的操作,该企业的品牌已经顺其自然地成为该经销商公司的第一品牌,更成为区域市场里最强势的品牌。深究其思路,总结其做法,借用金庸先生“天龙八部”的思路,试总结为以下8步。
Model market, also known as an example market, as its name implies, refers to the best product sales situation, and the marketing has a replicable representative of the market. Such a market in general in the local competition in the forefront of the brand, market influence, high product visibility, dealers can fully understand the business philosophy, and be able to keep up with the pace of business development, can be proactive and serious and responsible with the implementation of the enterprise Good marketing strategy, and based on the local market can engage in local market driven marketing activities and brand maintenance; responsible for the excellent marketing team in the region, combat effectiveness, businesses and distributors can achieve a win-win situation. Such a market is all the business in the pursuit of sales goals, but its formation is by no means a thought, the trick of the day, the power of day, it is a detailed solid, coherent integrated pile, it is a meditation Hard work, skillful, hardworking crystallization, it has carefully selected carefully, there is a natural way to success, more wind and rain to go, early return to the hardships. Building a model market requires market traders have excellent marketing skills, hard-working good quality. The author learned that the practice of an agricultural capital market in Jiaodong market is very useful for our market. The small-scale enterprises, but the practice of operating the market is extremely old, the dealer’s choice must be the most suitable for the top three in the regional market, after 1 to 2 years of operation, the company’s brand has been on its own To become the first brand of the dealer company, but also become the most powerful regional market brands. Study their ideas, sum up their practices, borrowing Mr. Jin Yong “Tian Long Ba Bu ” train of thought, try to conclude the following eight steps.