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简单的招式练到极致就是绝招(2)

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最新网址:m.ltxsdz.com

帮另一家公司做咨询,他们的ci手册颁布实施好几年了,但一直觉得没什么大用。龙腾小说ltxsba.com我去检查的时候,却发现ci应用很不到位。于是,给他们先把vi的范围列出来:

事务用品系列:名片/国内标准信封、信纸/国外标准信封、信纸/公文夹/公文封、文件/便笺、传真纸/合同纸/事务贴纸/打卡纸/工作证、工作卡/荣誉证书、奖状

广告、公关、促销系列:公司简介封面/请柬/产品介绍封面/贺卡/台历封面/招贴、报纸、杂志封面广告/展览摊位设计/包装纸/广告用手袋

室内外广告系统:大型霓虹灯/直式楼层标志牌/科室标志牌/服务性公共场所指示牌/前台、会议室

旗帜系统:公司旗/挂旗/吊旗

服装系统:白领男女装(春、夏)/蓝领男女装(春、夏)/领带、领带夹等饰物

交通车辆系统:货车三面图/中巴车二面图/人货两用车二面图

通用包装系统

赠品系列:钥匙牌/笔/笔记本、名片夹

日本人做事就比较到位。早在我国开发大庆油田时,日本人就特别能够从细节上发现问题。1966年7月,《中国画报》有王铁人头戴狗皮帽的照片,日本人就推断出此地为零下30摄氏度的东北地区;又根据运原油的列车上灰层的厚度,测出油田与北京的距离,认定油田应在哈尔滨与齐齐哈尔之间;1966年10月,《人民中国》刊登出宣传王进喜的文章中,透露出一个“马家窑”的地名,日本人便推出大庆在安达车站附近;王进喜原在玉门油田,1959年参加国庆观礼后就销声匿迹了,推断出大庆开发时间为1959年9月。这次调查的成功,使日本后来在中国石油工业进口设备的谈判中占据主动,大获全胜,几乎垄断了我国石油设备进口市场。单看日本人在中国石油工业进口设备谈判的主动情形,不明真相者一定会认为他们有什么绝招呢。

在指导客户的营销管理工作时,我时常说的一句话就是,“并非是我有多高的水平,而是你们很多常规的活没做到位”。比如做市场分析,《市场分析报告》做得五花八门,没有统一标准,滥竽充数的多,市场调研也就往往应付了事。当我把我亲自主持调研市场并形成的标准版的《市场分析报告》交给客户时,他们觉得很管用,事情就做得扎实多了。消费品生产企业多设专卖店作为直销主渠道,但专卖店该怎么开,如何筹建,如何布置,如何管理,如何正常运营,如此等等,均不求甚解,结果自然是效率差、效果差。几家客户在拿到我给他们的《专卖店手册》时,顿开茅塞。这其中哪里有什么新招呢?更不用说绝招了。对于营销顾问来说,这些都是日常工作,做熟了,就觉得简单了。

所谓绝招,是用细节的功夫堆砌出来的。

[记住网址龙腾小说ltxsba.com]

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