ERXIANXINPINRUHEZUOXINSHICHANG？

　　二线新品C品牌以前是区域性强势品牌，主要产品为纯净水、果汁，茶饮料，在公司总部所在地是垄断性品牌，就连娃哈哈、农夫山泉也等一线品牌也比不上，经过几年的积累资金与经验，打算开始面向全国做全国市场，小张为C品牌一个城市的办事处经理，四月份加入这个公司，来到一个人口在五百多万的地区，完全空白的市场招兵买马，招商、招人、运作市场，因为已临近四月份，已经过了饮料招商的最好时间，甚至可以说已经比较晚了，但是既然来了，那就沉着面对面前的困境了。　　
第一：寻找合适的经销商

　　ZHIYAOSHIYOUYIDINGXIAOSHOUJINGYANDEPENGYOUDOUZHIDAO，YAOZHAOPEIHECHENGDUHAO，WANGLUOHAO，SHILIDADEJINGXIAOSHANG，DANSHIXIANSHIBIJINGSHIXIANSHI，NEIJIUSHIZHAOKEHUJIUXIANGZHAODUIXIANGYIYANG，NIKANRENJIAGONGZUOHAOJINGJITIAOJIANBUCUO（JINGJISHILIDA，WANGLUOHAO），YOUTOUNAO，BUSHIXIONGDAWUNAO（JINGXIAOSHANGYOUSILU），PIQIHAO（PEIHECHENGDUGAO），DANSHINIXIANGZHONGRENJIALE，RENJIAQUEWEIBIDUINIYOUYI，YINWEINIBUSHUYUYOUQIANREN（GONGSISHILIYIBAN，SHENZHIKENENGSUANSHIXIAOGONGSI），GANGBIYE，ZHAOBUDAOHENHAODEGONGZUO，SHENZHIKENENGSHIYE（XINCHANPIN，KENENGHUIZUOQILAI，DANSHIYEHENYOUKENENGQIBUQILAIERSIDIAO），XIANGMAOYIBAN（CHANPINLIBAOKUOJIAGE，CUXIAO，SHICHANGTOURUDENGYAOSUYEBUSHITEBIEYOUHOU）。

　　SUOYIZHEISHIHOUZHAOKEHUYEJIUSHIXIANGXIANSHIZHONGDEHUNYINYIYANG，ZHAOMENDANGHUDUIDEHUOZHEKEYISHUOZUISHIHEDE，DANGRANBUPAICHUOUERYOUGONGZHUKANZHONGQIONGXIAOZIDEGUSHIFASHENG，DANSHIHUNHOUSHENGHUOBUYIDINGXINGFU，DUOSHIDIANDAQIKE，CHANGJIAWUFAZHANGKONGJINGXIAOSHANG，HUOZHEQIONGXIAOZIFAZHANHAOLE，CHENGLECHENGGONGRENSHI，NEIJIUYOUKENENGXIANYIQIANDEGONGZHURENLAOZHUHUANG，WUFASHIYINGSHEHUIDEFAZHANYUSHICHANGDEFAZHANLE，YOULINGMIXINHUANLE。

　　SUOYIDANGSHIZHAOJINGXIAOSHANGDEMUBIAOYUANZEWEI：SHILIZHONGDENG，YOUYIDINGWANGLUO，JINGXIAOSHANGYOUYIDINGTOUNAOSILU，YIXIANPINPAIDEERPISHANGYEKE。JINGGUOYIGEYUEDEZHONGDUANBAIFANGSAOJIEFANGSHIXUNZHAOMUBIAOJINGXIAOSHANG，BAIFANG，TANPAN，SHAIXUAN，ZUIHOUQUEDINGA，B,DUIWOGONGSIGANXINGQUDELIANGJIADAIDINGKEHU，

　　A：XIANGDANGHESHI，WULUNSHIZIJIN，CANGCHU，CHELIANG，RENYUANDENGYINGJIAN，HAISHIWANGLUO，JINGXIAOSHANGSILUDENGRUANJIANDOUSHIBIJIAOBUCUODE，DANSHIZHEIJIAQUEYOUYUJINGSHANGSHIJIANJIAOZHANG，LAOBANWEIRENYEBIJIAOJINSHEN，GUDUIJIEXINCHANPINJIAOSHENZHONG，XINCUNYILV，JIAZHINEIDUANSHIJIANZHEIGEJINGXIAOSHANGHAIYOUSHIQINGCHANGCHUMEN（ZHEIBUSHIJIADE，YINWEIWOPAZHEISHITADETUITUOZHICI，ZHUANMENLEJIEGUO），LAOSHIQUEDINGBUXIALAI。

　　B：WANGLUOHENCHA，ZIJINSHILIYIBAN，DANJIBENNENGMANZUWOCHANPINGOUXIAOYUNZUO，YIQIANSHIKAOZUOSHANGQIJIA，JINJINIANZUOSHANGSHENGYIYUELAIYUENANZUO，ZISHENYEXIANGJIEGEPINPAI，GUDUIZUOWOCHANPINJIAOWEIPOQIE，TOUNAOYISHIJIAOCHA，DANSHIRENBIJIAOLAOSHI，NENGTINGCONGCHANGJIADEANPAI。

　　CISHIYIJINRUSIYUEFENLE，ZUOYINLIAOYIJINGWANLE，ZAIJIASHANGLINGDAOYEANSHI，RUGUOZHEIGEYUEZAIWUFAKAIFAKEHU，NEIHOUGUOHENYANZHONG。

　　DENGDAIHAISHICONGMANGSHANGZHEN？RUGUOZAIDENGDEHUANEIKENENGJIUYAOCHENGZHUANGZHIWEICHOUSHENXIANSILE，WEITARENZUOJIAYILE，NEIHAISHISHENGCUNDIYIBA，XIANBAKEHUKAIFAZAISHUOLE，YIHOUZUOKAILE，RUGUOZHEIGEJINGXIAOSHANGZHENDEBUHESHI，NEIZAIDIAOZHENGHAOLE，（QISHIZHEIYANGZUOFASHIJIGONGJINLI，RUGUOZHAODEJINGXIAOSHANGBUHESHI，BASHICHANGZUOLANLE，NEIBIZUOYIGEXINSHICHANGHAIYAOMAFAN，DANSHIDANGSHIBIJIAONIANQING，HAISHIJINGYANJIAOSHAO，SUOXINGWUDAWUZHUANGBASHICHANGZUOQILAILE，DANSHIXIWANGDAJIAYINYIWEIJIE），DANSHIHOULAICHANPINZUOKAIYIHOU，YOUJIAOHAODEJINGXIAOSHANGYUANYIJIEDENEISHIHOU，QUYUJINGLIQUEXINCISHOURUAN，GANJUEDANGSHISHICHANGSHIYOUYUBJINGXIAOSHANGZUOQILAIDE，ZUOHAOLEZAIBARENJIATILE，BUHESHI，QISHIZHEIZHONGXIANGFAZUOPENGYOUSHIBUCUO，DANSHICIBUDAIBING，WEILESHICHANG，NEIJIUKENENGFANCUOWULE，YINWEISUIZHESHICHANGDEZUOKAI，GAIJINGXIAOSHANGDEFUWUYISHIYIJIPEISONGGEFANGMIANQUESHISHIBUTAISHIHEXIANZAIDESHICHANGLE。

　　QISHI：XIANZAIYINLIAOSHICHANGYIJINGSHISHUYUSHENDUFENXIAOBIJIAOSHENRUDEYIGEXINGYE，XIANZAIDEJINGXIAOSHANGZHINENGQIZHONGPEISONG、CANGCHUYIJINGZHANLEHENDAYIBUFENGONGNENG。RUGUOCHANGJIAZHUXIAONENGLIBIJIAOQIANG，NEIZAIJINGXIAOSHANGDEXUANZEFANGMIANJIUMEIYOUHENYANGEDEBIAOZHUN，RUGUOSHIERXIANCHANPIN，YOUQISHIXINPIN，XIANQIZUOSHICHANGBUTAIRONGYIZHAODAOWANGLUO、SHILIJIAODADEHESHIDEJINGXIAOSHANG，NEIBUFANGXIANZHAOYIXIESHILIBUDA，DANSHIPEIHEYISHIJIAOHAO，CHANGJIANENGWANQUANZHANGKONGDEJINGXIAOSHANG，SHENGCUNDIYI。

　　DIER：ZHAOYEWUYUAN

　　JINGXIAOSHANGDAKUANLE，JIUDENGFAHUOLE，ZAIZHEIQIJIAN，YAODAOZHAOYEWUYUANDESHIHOULE，DIXIN800+TICHENG，ZAIDANGSHIDANGDIYESUANZHONGSHANGSHUIPINGLE，DANSHIJIUSHIZHAOBUDAOHESHIDE，TASHIDEYEWUYUAN，LAIDEYOUBAISHIDE，KEKOUDE，HUIYUANDE，WAHAHADE，LEBAISHIDEDENGGEDAGONGSIDEYEWUYUANYEBUSHAOLE，DANSHIYANGAOSHOUDI，PUBIANBUNENGCHIKUNAILAO，TONGSHIZHUDONGXINGCHA，TAMENTANGZAIYIXIANPINPAISHANGSHIJIANTAIZHANGLE，GENBENMEIYOUZUOXINPINYOUQISHIERSANXIANPINPAIDEJINGYANYUCHIKUJINGSHEN。

　　DAOZUIHOULIUXIAZHANGQIGANDEBINGQIENENGCHUYEJIDEDEWUGEYEWUYUANJINGRANSHI：YIGECONGGONGCHANGGONGRENCHULAIDE，YIGEJINGSHANGSHIBAIDE，ERGEGANGBIYEDEXUESHENG，YIGEYIQIANZUOBIEDEXINGYEHENDUANSHIJIANDEYEWUYUAN，ZHEIWUGERENYIGEGONGTONGDETEDIAN：GONGZUOTASHI，NENGCHIKUNAILAO，RENBIJIAOSHIZAI，NENGGENZHONGDUANXIAODIANJIANLIBIJIAOWENGUDEKEQINGGUANXI，GENZHONGDUANXIAODIANLAOBANGENPENGYOUYIYANGDEJIAOQING。SUOYIDAOLEYIHOUQUYUJINGLIZHAODEYEWUYUANQUANSHIZHEIYANGDE，TAICONGMING，GAOXUELIDE，DAGONGSICHULAIDEQUANBUYAO。

　　QISHI：ZUOJICHUYEWUYUAN，BINGBUXUYAOSHENMEHAODEZHIYEJINGLI，YEBUXUYAOSHENMEGAOXUELIYUGAOSUZHI，YINWEIJICHUXIAOSHOUJINENGSHIHENRONGYIXUEHUIDE，NENGLIYUJINGYANSHIKEYIHOUTIANPEIYANGDE，SUOYIYEWUYUANYIQIANZUOMEIZUOGUOBINGBUZHONGYAO，ZHONGYAODESHITASHIBUSHITASHIKENGAN，YOUCHIKUNAILAODEJINGSHEN，TONGSHIXUEXINENGLIJIAOQIANG，NENGHENKUAISHANGSHOU，YOUQINHELI，NENGYUZHONGDUANLAOBANXUNSUDACHENGYIPIAN，JIANLIJIAOHAODEKEQINGGUANXI。

　　DISAN：PUHUOXIAOHUA

　　YEWUYUANYEZHAOLAILE，HUOYELAILE，ZHIDINGPUHUOZHENGCEJIULAISHIGANBEI，HENKUAIBAJINGXIAOSHANGDIYICIJINHUOPUXIAYIDUOBANLE，PUHUOLVYEDADAOYIDINGBILVLE，DANSHIYIGEZHONGYAODEWENTICHUXIANLE，NEIJIUSHICHANPINPUJINZHONGDUAN，QUEXIAOHUAHENCHA，YINWEIDANGSHIGONGSIBINGMEIYOUSHENMEGUANGGAO，YEMEIYOUSHENMEXIAOFEIZHELADONGHUODONG，SUOYIJIANGCHANPINPUJINZHONGDUANYIHOUQUEWUFAXIAOHUALE。

　　QISHI：ZHIDINGJIAOYOUHOUDEPUHUOZHENGCE，ZAIZHAOZHEYEWUYUANZHONGFUBAIFANGSHANG，YICIBUXINGLIANGCI，LIANGCIBUXINGSANCI，ZONGHUIBAZHONGDUANGAODINGBAXINPINJINLAI，DANSHIJINLEZHONGDUANQUEYOUYUCHANPINMEIYOUSHENMEZHIMINGDU，XIAOFEIZHEBURENZHANG，BUMAI，ZHONGDUANXIAOHUAKUNNANZENMEBAN？

　　DISI：ZHONGDUANXIAOHUAJIEKUN

　　 DANGSHIGONGSIMEIYOUSHENMEGUANGGAOTOURU，SUIRANZAIGONGSIZONGBUSUOZAIDISHIYIXIANPINPAI，DANSHIXIANZAIZAIZHEIGEDIFANGQUEWURENHEZHIMINGDU，WOMENZIJIXIANGDANGRANDERENWEISHIERXIANPINPAI，MIANXIANGQUANGUOSHICHANG，YAOZUOCHENGYIXIANPINPAI，ZUOCHENGMINGPAI，DANSHIDANGSHIZAIZHONGDUANLAOBANHEXIAOFEIZHEXINMUZHONGYEJIUSHIZAPAIERYI。GONGSISHICHANGBUSHIBAISHE，GENBENBUQIRENHEZUOYONG，SUOYIYEBUNENGZHIWANG，GONGSIQUYUSHICHANGYEWURENHEGUANGGAO、MEITIZHICHI，YEWUXIAOFEIZHELADONG，SUOYIZHEIGECHANPINNENGBUNENGZUOQILAI，JIUZHINENGKAOZIJILE。

　　1、 YILIYOUZHI

　　ZAIYIGECHENGSHILIZONGHUIYOUYIXIEZHONGDUANLAOBANTEBIEWEILISHITU，YIPINGSHUIYIFENQIANDECHABIEDOUHUIRANGTAMENZHONGSHI，HUIRANGTAMENXIANGLAIMAISHUIDEGUKEZHONGDIANTUIJIANXINPIN，YINWEIERXIANXINPINJIAGEYAOBIYIXIANCHANPINBIANYIYIXIE，ZAIJIASHANGQIANQIBIJIAOYOUHOUDEPUHUOZHENGCE，SUOYIHUIXIYINTAMEN，QISHIYETANBUSHANGSHENMEZHONGDIANTUIJIAN，DANGSHIANPAIYEWUYUANMENDUIZHEIXIEBIJIAOZHONGXIAOLIDEZHONGDUANLAOBANJIAOTAMENDUOSHUOYIJUHUAJIUXING，NEIJIUSHIKERENLAILEYIHOUDUIKERENSHUO：ZHEIGEPAIZIDESHUIBUCUO，BIWAHAHA、NONGFUHAIHAOHE。TINGDAOZHEIJUHUAYIHOU，30%DEKERENBUHUIBEIDADONG，HUIYIRANXUANZEZIJIZHONGYIDEPAIZI，DANSHIHUIYOU70%DEKERENHUITINGDAOZHEIJUHUAYIHOUCHANGSHIGOUMAI，CHUCIPINCHANGYIHOU，FAXIANQUESHIBUCUO（YINWEIDANGSHICHANPINZHILIANGQUESHISHIBUCUO，KOUGANJIAOHAO，SHIDANGSHIQUANGUODIYIJIALVSESHIPINBIAOZHIDECHUNJINGSHUI），JIUHUIYIHOUKENENGXINGCHENGERCIGOUMAI，DANGSHIYEYOUYIXIEBIWOMENDESHUIGENGBIANYIDEZAPAISHUI，DANSHINEIXIEGONGSIQUANBUSHIZIRANXIAOSHOUZHUANGTAI，YEMEIYOUSHENMEYEWUYUANBAIFANGZHONGDUAN，ERWOMENYOUYEWUYUANDINGQIBAIFANGZHONGDUAN，SUOYIZHONGDUANBAWOMENDESHUIHENEIXIEZAPAISHUIYEBUQUANSHIHUAWEIYILEI。

　　（BIBING：ZHEIXIEZHONGLIDEZHONGDUANSHIQIANGTOUCAO，SUIFENGDAO，RUGUOYOUGENGBIANYIDESHUISHANGSHIDEHUA，ZHEIYIZHAOJIUMEIYOUSHENMECHIJIULILE，ZHISHIHEQIANQIPUSHI，NENGXUNSUQIERUSHICHANG，HOUQIJIUKENENGSHIBUSHANGLE）

　　2、 YIQINGDONGZHI

　　SHANGYIJIESHUOLE，ZHAOPINDEYEWUYUANTEBIENENGCHIKUNAILAO，QINBAIFANG，TONGSHICHANGBANGLAOBANGANHUO，QINHELIYEDOUBUCUO，NENGGENZHONGDUANLAOBANDACHENGYIPIAN，JIANLIBIJIAOHAODEKEQINGGUANXI，SHENZHIGENYIXIELAOBANJIAOQINGTEBIEHAO，GENHAOPENGYOUSIDE，JIRANSHIHAOPENGYOULE，NEIBANGMANGMAIMAISHUIYEJIUSHILISUOYINGDANGDESHIQINGLE，ERQIEMAIDESHAOLEZHONGDUANLAOBANHAIJUEDEBUHAOYISI，（ERDANGSHIWEILERANGZHEIXIEYEWUYUANNENGZHENZHENGDEZIJUEFUCHUQUANBUDEXINXUE，YESHIFEILEBUSHAOJING，ZONGJIESANJUHUA，NEIJIUSHIYILIYOUZHI，YIQINGDONGZHI，YIFAYUEZHI，ZHEIFANGMIANXINDETIHUIYEHENDUO，YIHOUYOUJIHUIZAICHENGWEN，YUDAJIAGONGTONGFENXIANG。）

　　（BIBING：ZHONGDUANLAOBANMAISHUIMAIDEBIJIAOBUCUO，HENDAYIBUFENSHIKANDAOYEWUYUANDEMIANZIHEJIAOQINGSHANG，YIDANYEWUYUANFASHENGBIANDONG，NEIJIUHUIZAOCHENGBIJIAODADEYINGXIANG。）

　　3、 YIYIZHIZHANG，GONGBIZHIDUAN，BUYUDAGONGSIZHENGMIANCHONGTU

　　DANGSHIYIXIANPINPAIDEZHUZHANCHANGZHUYAOJIZHONGZAILIUTONGYUSHANGCHAOQUDAO，RUGUOZAIZHEIXIEDIFANGYUTAMENZHENGMIANCHONGTU，DANGSHIYEMEIYOUZHEIGESHILIYUSHICHANGDIWEI，GENTAMENDAJIUKENENGXIANCHENGWEILELIESHILE。

　　DANGSHIZHEIGECHENGSHICHULEBAISHI、KEKOU，HAIYOUKANGSHIFU、TONGYI，ZHEISIGEGONGSIBAWANGBA，XUEXIAODANGCHENGZHONGDIANZHIWAI，QITADEYINLIAOGONGSIHAIMEIYOUZHONGSHIWANGBA、XUEXIAOZHEIXIETESHUTONGLU，GENBENMEIYOUQITAYINLIAOGONGSIDEYEWUYUANBAIFANGZHEIXIEWANGBA、XUEXIAO，ERDANGSHIKANGSHIFUHAIMEIYOUSHANGSHICHUNJINGSHUI，ERKEKOUDEBINGLUYEMEIYOUZHONGDIANTOURUZUOSHICHANG。

　　SUOYIDANGSHIRANGYEWUYUANZHONGDIANBAIFANGWANGBA、XUEXIAOZHEIXIEDIFANG，YINWEIZHEIXIEWANGBA、XUEXIAOXIAOFEIFENGBIXINGBIJIAOQIANG，YOUQISHIWANGBA，JIBENSHANGSHIWANGBALIYOUSHENMESHUIMAI，GUKEJIUZHINENGHESHENMESHUI，CHANGSHANGWANGDEPENGYOUYINGGAIZHIDAO，NIZAIWANGBALIZHENGSHANGZHEWANG，DASUANHEYIPINGWAHAHAHUOZHENONGFU，DANSHIZHEIGEWANGBALIQUEZHINENGCPAISHUI，NEINISHUONISHICHUQUZAIZHAOSHANGDIANMAINIXIANGHEDESHUIHAISHIBEIPOHECPAISHUINI？TONGYANGXUEXIAOYESHIZHEIGEDAOLI，SUOYIDANGSHI50%DEXIAOLIANGLAIZIYUZHEIXIEWANGBA、XUEXIAO，DANGSHIZHEIGECHENGSHIWANGBAYIGONGERBAIDUOJIA，PUHUOLVJIUDADAO90%YISHANG，HENDUOWANGBAJIUZHIZHUANYIMAICPAISHUI，DANGRANXIANZAIYIJINGDAOLE2006NIANLE，HENDUOGONGSIYEYISHIDAOLEWANGBA、XUEXIAODEZHONGYAOXINGLE，BUGUODANGSHICPAISHUIZAIDANGDIYINLIAOJIESUANSHIKAILEYITIAOXIANHELE。

　　（BIBING：ZHINENGSHIDANGSHIYIGEHAOBANFA，DANSHISUIZHESHIJIANDETUIYI，BIEDEGONGSIYEHUIGENJIN，SUOYIZHINENGBUDUANCHUANGXIN）

　　4、 XIFENSHICHANG

　　TONGYANGYIXIEFANDIAN、KTV、YEDIAN、YEZONGHUIZHILEIDECANYIN、YULECHANGSUO，CHULEYIXIEBAIJIU、PIJIU、GUOJIUDECHANGJIAZHUYIZHIWAI，QITADEYINLIAOGONGSIJIUCONGLAIMEIYOUGUANZHUGUOZHEIXIEDIFANG，ERZHEIXIEDIFANGYOUYIDINGDETESHUXING，ZHIPINGYEWUYUANBAIFANGDABUDAOYINGGAIYOUDEXIAOGUO，TONGSHIDANGSHIJIUYIGEJINGXIAOSHANGZHUYAOZUOLIUTONGTONGLU，ERRUGUOZUOCANYIN、YULECHANGSUODEHUA，NEIJIUKENDINGMIANLINZHEYAZHANGDEWENTI，SUOYIDANGSHIJIUYOUKAILELIANGJIAJINGXIAOSHANG，YOUYISHANGZHEIXIEDIFANGDEKEQINGGUANXI，SUOYIJINCHANGJINDIANYIJIHOUQIDEJIEZHANGWENTIKENDINGKAOZHEJINGXIAOSHANGZIJIDENENGLIQUANBUBANLILE，SHENZHIDOUBUYONGPAIYEWUYUAN，ZHIXUYAOJIYIXIAOBUFENDEQUDAOZHICHIJIUKEYILE，YIJIAZHUYAOZUOZHEIGECHENGSHIDEKTV、DITING、YEZONGHUIZHEIXIEYULECHANGSUO，LINGWAIYIJIAZHUYAOZUOCANYINQUDAO。

　　XIAOGUOZHENGMINGYESHIBUCUODE，YINWEIMEIYOUSHENMETAIDADETOURU，SUOYIMEIYOUTAIDADEXIAOLIANG，ZHIZHANDANGSHIXIAOLIANGDE15%ZUOYOU，DANSHIYINGXIANGQUEHENDA，SUIRANWODECHANPINZAIPUTONGLIUTONGSHANGCHAOSHANGKANBUDAODUOSHAO，DANSHIZAIZHEIXIECANYIN、YULECHANGSUOQUEJIANHUOLUNBUDI，CONGERYECONGCEMIANDAIDONGLELIUTONGSHICHANGSHANGXIAOSHOU，GENGZHONGYAODESHITIGAOLEZHIMINGLVYUMEIYUDU，ERZHIMINGDUYUMEIYUDUQUESHIXINPINSHANGSHIZUIQUEFADE。

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