网络连锁代理平台
Les'son four the abil'ity of ma'king strat'egy for sale
第四课  行销能力
 
Ma'king strat'egy for sale is to let cus'tomers think your prod'ucts are good.
行销就是让顾客认为你的产品好。
Ma'king strat'egy for sale is to let prod'ucts sell well.
行销是让产品好卖。
Promo'tion is to sell prod'ucts well.
推销是卖好产品。
First, the pur'pose of estab'lishing en'terprise`
一、企业成立的目的
1. Create' cus'tomers --Depend' on promo'ting, ma'king strat'egy for sale. 
1. 创造顾客--靠推销、行销. 
2. Keep cus'tomers --Depend' on ser'ving.
保留顾客--靠服务. 
 
Sec'ond, the pur'pose of ma'king strat'egy for sale
二、行销的目的. 
1. Let the prod'ucts sell well.
1. 让产品畅销. 
2. Make dif'ference from oth'ers.
2. 求差异化. 
 
Third, four ma'jor key el'ements of ma'king strat'egy for sale.
三、行销的四大要素. 
1. Prod'ucts: Desig'n prod'ucts and ser'vice accor'ding to the cus'tomers" request'.
1. 产品:依照顾客的要求设计他想要的产品和服务。 
2. Price: The price is that the cus'tomer can pay on the mar'ket.
2. 价格:市场上顾客可以支付的价格。 
3. Mar'keting chan'nel: Such as run'ning the trai'ning course, set'ting up the monop'olize`d shop, per`sonnel'"s promo'tion, on'line' sale, gov'ernment suppor'ting, etc..
3. 销售渠道:如办培训班、建立专卖店、业务员推销、网上销售、政府支持等。 
4. Prop`agan'da: For in'stance news'pa`per, tel'evision adver'tisement, ho'lding news brie'fing, distrib'u`ting adver'tisement lea'flet, stu'dent's praise, etc..
4. 宣传:如报纸、电视广告、发宣传单、开新闻发布会、学员口碑等。
 
Fourth, six big prob'lems of ma'king strat'egy for sale
四、 行销六大问题. 
1.  Who are my i`dea'l cus'tomer group?
1、 谁是我的理想顾客群?
2.  Where on earth are they?
2、 他们到底在哪里? 
3.  Why do they want to buy my prod'ucts?
3、 他们为什么要购买我的产品? 
4.  Why do they want to buy the ri'val"s prod'ucts?
4、 他们为什么要购买竞争对手的产品? 
5.  Why should not they buy the ri'val"s prod'ucts?
5、 他们为什么不该购买竞争对手的产品? 
6.  Why should they buy imme'diately?
6、 他们为什么应该立即购买?
 
Fifth, three ma'jor prin'ciples of ma'king strat'egy for sale
五、 行销三大原则
1. USP: The u`ni'que as'pect` that the prod'ucts worth buy'ing. O'nly I hav'e the as'pect`, oth'ers do not hav'e.
1、USP:产品独特卖点。只有我有,别人没有的卖点。 
2. Lo`cali`za'tion: On'ce you think of a cer'tain brand, you think of a cer'tain prod'uct. For exa'mple Kang shifu is anoth'er word of in'stance noo'dle.
2、定位:想到某一品牌,就想到某一产品。如康师傅是方便面的代名词。
3. Test: Testing the price and prod'ucts is nec'essary. Such as the coke of McDon'ald, ev'ery cup is 4 yuan, if rise to 4.5 yuan the cus'tomer does not reduce', it can be fixed on 4.5 yuan.
3、测试:对价格、产品要测试。比如麦当劳的可乐,每杯4元,涨到每杯4.5元,顾客不减少,就可定在每杯4.5元。
The prin'ciple of good price:
好价位的原则: 
(1) The high'est price that can be accep'ted by cus'tomers
(1) 顾客可接受的最高价位。 
(2) The price can make mon'ey mo'st. Fi'nd the max'imum val'ue` that the prof'it of in`divid'ual prod'uct mul'tiplie`s the sales quan'tity.
(2) 最赚钱的价位。找单个产品的利润和销售数量相乘的最大值。
 
Sixth, Three rules of doub'ling your achieve'ments fa'st
六、 快速倍增业绩的三个法则
1. Increa'se the num'ber of ser'ving the cus'tomer. There are o'ver 70 ways. Such as prop'aga`ting on the Net, distrib'u`ting lea'flet, ho'lding mee'ting to in`troduce’ prod'ucts, per`sonnel'"s promo'tion, fre'quent cus'tomer"s in`troduc'tion, etc..
1、增加服务顾客的人数。方法有70多种,如上网宣传、发传单、开说明会、业务员推销、老客户介绍等。 
2. Increa'se the amount' of mon'ey that cus'tomers consume' ev'ery time.
2、增加顾客每一次消费的金额。
3. Increa'se the fre'quency of cus'tomers" consump'tion.
3、增加顾客消费的频率。
 
Sev'enth, the Pyr'amid where the prof'it doub'led
七、 利润倍增的金字塔。
There are prod'ucts of the low'est price that the mo'st peo'ple consume'.
有最低价位的产品,最多人消费。
Then the price is high'er and high'er, there are fewer and fewer peo'ple consu'ming.
然后价格越来越高,消费的人越来越少。
Prod'ucts must be mul'tiple. There are prod'ucts of dif'ferent prices.
产品一定要多元化,有各种价位的产品。
The course must be mul'tiple: there is Eng'lish, compu'ter, prod'ucts, and school, etc..
事业一定要多角化:有英语,有电脑,有产品,有学校等。
The strat'egy for sale must be in`ternat'ional, the prod'ucts must be sold to the whole world.
行销一定要国际化,产品要销往全世界。
 
Eighth, four rules of the com`petit'ion
八、 竞争的四个法则 
1. Qual'ity com`petit'ion: The qual'ity must be asser'ted by cus'tomers.
1、品质竞争:品质好由顾客来认定。 
2. Ser'vice com`petit'ion: Compare' the ser'vice if the qual'ity is the same.
2、服务竞争:品质相同比服务。 
3. Price com`petit'ion: Compare' the price if the ser'vice is the same.
3、价格竞争:服务相同比价格。 
4. Val'ue` com`petit'ion: Compare' the val'ue` if the price is the same, of'fer more val'ue` to cus'tomer.
4、价值竞争:价格相同比价值,增值服务。
 
Ni'nth, how to attack' the mar'ket
九、 如何进攻市场
1.  Reduc'tion: Make a reduc'tion first, rise in price a'fter there is pop`ular'ity.
1.  降价:先降价,有了知名度后再涨价。
For exa'mple the Jap`anese' au'tomobile` en'ters U.S.A. mar'ket.
如日本汽车进入美国市场。 
2.  of'fer the new prod'ucts.
2.  提供新产品。 
3.  Cha'nge the goal mar'ket.
3.  改变目标市场。
 
Tenth, the rule of ma'king strat'egy for sale
十、 行销定律
The rule of ma'king strat'egy for sale is o'nly one: Customer's wit'ness.
行销定律只有一条:顾客见证。
Now list the meth'od of cus'tomers" wit'ness:
下面列出顾客见证的方法: 
1.  The consu'mer"s advice' by using his own exper'ience as an exa'mple.
1、 消费者现身说法。 
2.  The pho'to`.
2、 照片。
3.  Statis'tics.
3、 统计数字。 
4.  Cus’tomer”s list and or'der
4、 顾客名单、订单。 
5.  One's own work exper'ience.
5、 自己的从业经历。 
6.  The pa'st rep`u`ta'tion and qualifica'tion.
6、 过去的声誉及资格。 
7.  The fi`nan'cial ref'erence, the pa'st prof'it.
7、 财务方面的参考资料,过去的利润。 
8.  Num'bers of the cit'y and coun'try that have on'ce vis'ited.
8、 曾经访问过的城市及国家数目。 
9.  The to'tal amount' of cus'tomers that you have served.
9、 所服务过的顾客总数。 
10. Fa'mous per'son, big cus'tomer"s list.
10. 名人、大顾客名单。
    
The case:
案例: 
1. Who are my i`dea'l cus'tomer group?
1. 谁是我的理想顾客群?
A'nswer: The adult' who is poor in Eng'lish, he wants to stud'y Eng'lish.
答:英语水平低、想学英语的成年人。
Such as tax'i dri'ver, the atten'dant of ho`tel', the atten'dants of depart'ment, civ'il ser'vant, those who want to work in for'eign en'terprise`, those who want to go abroad', those who want to succeed' and make a lot of mon'ey, Fa'mous per'son, en`trepreneur', the mid'dle school stu'dent.
如出租车司机、宾馆的服务员、商场服务员,公务员。想到外企工作的人、想出国的人,想成功、赚大钱的人。名人、企业家,中学生。
2. Where on earth are they?
2. 他们到底在哪里?
A'nswer: They are in tax'i cor`pora'tion, big ho`tel', empor'ium, gov'ernment depart'ments, hos'pital, school, trai'ning cen'ter, tal'ent mar'ket, en'try and ex'it man'agement of pub'lic secur'ity bur'eau`,etc..
答:他们在出租汽车公司、大宾馆、大商场、政府部门、医院、学校、培训机构、人才劳务市场、公安局出入境管理处等。 
3. Why should they buy my prod'ucts?
3. 他们为什么应该购买我的产品?
A'nswer: They want to fi'nd an effici'ent Eng'lish lear'ning meth'od to learn Eng'lish rap'idly.
答:他们想找一种快速学习英语的方法,迅速学会英语。 
4. Why do they buy the ri'val's prod'ucts?
4. 他们为什么会买竞争对手的产品?
A'nswer: The ri'val Cra'zy Eng'lish has great pop`ular'ity.
答:竞争对手疯狂英语的知名度大。 
5. Why should not they buy the ri'val's prod'ucts?
5、他们为什么不应该购买竞争对手的产品?
A'nswer: Ri'val Cra'zy Eng'lish teach stu'dents from one, o'nly know how to pronoun'ce the Eng'lish words can they read aloud'.
答:竞争对手疯狂英语从一起步,必须懂得英文单词的读音才能朗读。
In or'der to teach the begin'ner from zer'o`, Cra'zy Eng'lish marks pronun`cia'tion with Chi'nese' char'acters.
对于从零起步的初学者,疯狂英语用汉字注音。
A'fter the begin'ner learn pronun`cia'tion with Chi'nese' char'acters, it"s ve'ry dif'ficult for him to read aloud' Eng'lish sen'tence with the stan'dard Eng'lish pronun`cia'tion.
初学者在学会了用汉字注音的英语后,他很难用标准的英语语音朗读英文句子。 
6. Why should they buy imme'diately? Tell the rea'son.
6、他们为什么应该立即购买?说出理由。
A'nswer: The soo'ner you buy, the ear'lier can you learn Eng'lish, and you ben'efit from it ear'ly.
答:立即购买就能早日学会英语,早日受益。
It is the fa'vour per'iod of pop`ulari`za'tion at pres'ent, the price is low.
目前是推广的优惠期,价格低。
It will rise in price when pop`ular'ity is great in the fu'ture.
今后知名度大时要涨价。
For exa'mple we run the Eng'lish trai'ning course of pho`net'ic no`ta'tion, charge 600 yuan for 10 days.
比如我们办注音英语培训班,10天才收费600元。
Cra'zy Eng'lish trai'ning course charges 300 yuan 2 days.
而疯狂英语培训班,2天就收费300元。 
7.Write down three meth'ods to increase' the num'ber of cus'tomer you ser've.
7、写下三个方法来增加顾客服务的人数。
A'nswer: (1) u'tilize` "soft'ware` of sen'ding mails group". Deliv'er the Eng'lish meth'od of pho`net'ic no`ta'tion and brief school admis'sion on the net.
答: (1)利用“群发软件”。在网上发送注音英语方法、招生简章。 
(2) Get to gate to  the en'try and ex'it man'agement of'fice of pub'lic secur'ity bur'eau` and recrui'tment fair to distrib'ute` prop`agan'da lea'flet.
(2)到公安局出入境管理处门口、招聘会等地发宣传单。 
(3) Sell prod'ucts to the traf'fic bur'eau`, tax'i com'pany, large ho`tel', empor'ium, mid'dle school and run the speed-up course of spo'ken Eng'lish.
(3)找交通局、出租汽车公司、大宾馆、大商场、中学的负责人,销售产品,办英语口语速成班。 
8. Write down three meth'ods to increase' the sum of mon'ey that cus'tomer consume's ev'ery time.
8、写下三个方法来增加顾客每一次消费的金额。
A'nswer: (1) If the cus'tomer buy text-books, there are tape, soft'ware` for'ming a complete' set.
答:(1)购买教材,有配套的录音带、软件。 
(2) If par'ents accom'pany chil'dren"s trai'ning, the price is reduce'd by ha'lf.
(2) 子女参加培训,家长一起陪训,价格减半。 
(3) If you want to stud'y ten se'crets of succee'ding in get'ting rich fur’ther, buy tea'ching CDs of Mr. Du yunsheng, the fa'mous great ma'ster in success' of Taiwan.
(3) 想进一步学习成功致富的十个秘密,请购买台湾著名成功学大师杜云生先生的讲课CD。 
9. Write down three meth'ods to increase' consump'tion fre'quency of cus'tomer.
9、写下三个方法来增加顾客消费的频率。 
(1) Fin'ish ju'nior cla'ss of pho`net'ic no`ta'tion you can join oth'er pho`net'ic no`ta'tion cla'sses at 10% dis'count`.
(1) 学完注音英语初级班,优惠10%参加其他的注音英语培训。 
(2) Fin'ish Eng'lish trai'ning course of pho`net'ic no`ta'tion you can buy ser'ies of prod'ucts at 10% dis'count`.
(2) 学完注音英语培训班学习的学员,优惠10%购买所有注音英语系列产品。 
(3) You can join compu'ter trai'ning course at 10% dis'count`, you will stud'y to in'put` Chi'nese', Eng'lish and pho`net'ic no`ta'tion Eng'lish fa'st with 0-9 ten fig'ures. You will al'so` learn to desig'n web'page.
(3) 优惠10%参加电脑培训班,学习用0-9十个数字快速输入中文、英文、注音英语,学习设计网页。 
10. What is the u`ni'que as'pect` that my prod'ucts worth buy'ing?
10. 我的产品独特的卖点是什么?
A'nswer: The u`ni'que as'pect` is: read aloud' the Eng'lish sen'tence ac'curately accor'ding to pronun`cia'tion rules of Eng'lish direc'tly.
答:注音英语独特的卖点是:直接根据英语的读音规则,准确地朗读英文句子。
This is can"t be done by an'y oth'er Eng'lish lear'ning meth'ods of the whole coun'try.
这是全国任何英语学习方法都无法办到的。
Our slo'gan is: help 300 mil'lion Chi'nese' speak Eng'lish ac'curately.
我们的口号是:让三亿中国人说一口准确的英语。 
11. What is the e'qual name of my prod'ucts?
11. 我的产品的名字等于什么的代名词?
A'nswer: Eng'lish of pho`net'ic no`ta'tion is the e'qual name of quick Eng'lish.
答:注音英语是速成英语的代名词。 
12. Devel'op your cre`a`tiv'ity  and desig'n the prod'ucts that cus'tomers dema'nd accor'ding to the key el'ements of strat'egy for sale. 
12. 发挥创造力, 依照行销的四要素设计出顾客需求的产品。
Desig'n the price that can be accep'ted.
设计出可以接受的价位。
There are un'block'ed chan'nel and prop`agan'da.
有畅通的渠道及宣传。
All of them make up in'to` a scheme to increase' the prof'it.
组合成一个增加利润的行销方案。
Write down it.
把它写下来。 
(1) the prod'ucts: text-books of lear'ning Eng'lish rap'idly, tape, soft'ware`, CD, note'book` compu'ter of 52 keys, net'work' school of lear'ning Eng'lish rap'idly, per'sonally instruc'tion cla'ss.
(1)产品:英语速成教材、录音带、软件、光盘、52键笔记本电脑,速成英语网校、面授班。
Sat'isfie`d the dema'nds of Eng'lish lear'ner from zer'o`.
满足从零起步英语学习者的需求。 
(2) the price: (prin'ciple: Win vic’tory with quan'tity, small prof'its and big quan'tity) Each vol'ume` of text-book is 15 yuan or 30 yuan.
2.价格: (订价原则:以量取胜,薄利多销 )教材每册15-30元。
The tape is 10 yuan per rec'ord`, CD is 10 yuan per piece, soft'ware` is from 100 yuan to 300 yuan per set.
录音带每盘10元, 光盘每张10元, 软件每套100-300元。
Ju'nior cla'ss is 80 hours, and the trai'ning fee is from 480 yuan to 640 yuan each per'iod.
培训费初级班80课时,每期480元-640元。
It"s 8 yuan in the in`terme'diate cla'ss and adva'nced cla'ss each hour.
中级班、高级班每课时8元。
Note'book` compu'ter of 52 keys is 5000 yuan each one.
52键笔记本电脑每台5000元。
This is a price that can be accep'ted by mo'st consu'mers.
这是广大消费者都能接受的价格。 
(3) Mar'keting chan'nel: set up a'gency, trai'ning cen'ter to sell prod'ucts and run Eng'lish speed-up courses in the whole coun'try, giv'e mo'st of prof'its to the a'gency.
(3) 销售渠道:在全国建立代理、培训部,销售产品,办英语速成班,给代理单位让大利。 
(4) Prop'agate`: Using a soft'ware` of sen'ding mails by group to deliv'er the Eng'lish sim'ple and ea'sy tea'ching mater'ials of pho`net'ic no`ta'tion and the school admis'sion bro`chure' on the net.
(4) 宣传:用群发软件,在网上发送注音英语简易教材,招生简章。
Deliv'er mil'lions of E-mails within' one year.
1年内,发送数千万份电子邮件。
Ad'vertise` in Beijing Tal'ent Mar'ket News in succes'sion.
在北京人才市场报连续登广告。
Par'tic'ipa`ting in the recrui'tment fair, distrib'u`ting prop`agan'da lea'flet and recrui't Eng'lish tea'cher at the mee'ting.
参加招聘会,在会上发宣传单,招聘英语教师。
Get'ting to the en'try and ex'it gate of man'agement of'fice of pub'lic secur'ity bur'eau` of Beijing, trai'ning cen'ter of Eng'lish to distrib'u`ting prop`agan'da lea'flet.
到北京市公安局出入境管理处门口, 各英语培训中心附近发宣传单。
Consult' with the direc'tor of traf'fic bur'eau`, big ho`tel', empor'ium, school, hos'pital and gov'ernment of'fice, pop'ularize` Eng'lish of pho`net'ic no`ta'tion in all of the sys'tems.
到交通局、大宾馆、大商场、学校、医院、政府有关部门等与负责人洽谈,在各系统内推广注音英语。
Pub'lic praise accor'ding to leg'end stu'dent.  
学员口碑相传。  

 

返回首页 公司简介 总裁介绍 市场分析 英语教材 网站精选