Most likely to be a salesperson ignored 6 big sales details

Keywords: salespeople easy to overlook sales details Exchange is human-specific activities, the exchange of both parties ' needs can be met. Sales is a great cause, a passed value and help others. She contributed to the Exchange, has realized the value of the delivery. Marketing is the process of meeting customer needs, as sales of the product characteristics advantages can bring customers. But it is undeniable that, in addition to the product, the sales staff in customer call handling in some details, for sales success also has important implications.

Sales details are often able to increase sales success. A rainbow vacuum cleaner company called tradesmen in marketing before you ask for a glass of water to drink, the results of this small requirements increased turnover ratio. There is a market manager heard the story, just next door, let his sales of 30 in marketing before you ask for a glass of water to drink, a few weeks later, he found that this experiment group sales increased 3%, the next, he let the other 30 salespeople selling before please drink a glass of soft drink, as a result of this request to improve sales without help. The moral is: have a small favor, easier to get great grace, an inch more easily after a mile. Why is that? one explanation is that the customer help us a little busy, like his and our human relations on an investment. Because everyone hates to lose, so he was afraid to lose this investment, hence he appended a greater investment to keep a small investment before. Another explanation is that customers help us a little busy, he creates an impression that he himself would prefer we helped our busy, in order to maintain consistency, he must continue to like us, so he had to then help us a lot.

I am under 13 years of sales experience, summarized the six sales details for your reference, this six sales details let me not to smoke or drink alcohol sales in 1996 to become Asia's best sales department, also created my 12 years of sales management.

1, the salesman's dress code: just a little bit better than the customer. Sales in Western dress Briefcase, reflects the company's image, but sometimes depends on the object being called, but the contrast is too large to dress will make each other like a fish out of water, the distance separating the two sides. Such as building materials sales frequently visit designers and construction management package, which of course to the performance shirt tie to your professional image; the latter to the same dress code is wrong, because the construction site and environmental constraints, staff may not emphasize a dress code, if you wear too good clothes run site, not to speak with a customer conversations might even where the Office is hard to come by. Experts say the best dress is only customers are well dressed "point", this could embody respect for customers, without pulling the sides.

2, always better than the customer later dropped the phone. Many salespeople have no other side to hang, snapped the first hung up, especially in the relatively mature and talk to the customer. Never too late to put down the phone than customer reflects the respect for the customer.

3, and customer conversations do not answer the phone. In talking with customers, while in the phone has been prior consent from the customer, the customer in mind like: "it seems the phone than I even more important, why he speaks so long?" so the salesperson at the initial visit or important call, never answer the phone. And so after the talks in the past again.

4, say "we," "I say less." Salespeople are saying "we" will be give each other a psychological hint: salespeople and customer is standing together, standing at the customer's perspective, while the "we" only "I" in a Word, but many had some close.

5, note the customer's requirements. Carry a Notepad, call time with notes from a place and at a customer name in the title; record customer demand; promised customers to do a thing; the time the next time you visit; when a salesperson devoutly take notes while listening to the customer as you speak, a respected felt in customer dismalness, the sales work can be successful.

6, keeping the same conversation style. In the long term, the silver-tongued salesman is difficult to maintain excellent performance, agile and eloquent, talk is no object like open machine guns like fast paced, easily lead to customer. But those who do good to ask will listen to salespeople, and with the customers ' different, adjust their speed and style talking salespeople will become a great salesperson.

Details reflect the art and science, but sales is the art and science of fusion, salespeople need to increase customer psychology and mathematical analysis, scientific knowledge, the need to accept sales behavior of education, this is science. At the same time according to the prevailing circumstances to adjust sales approach, attention to detail attention to the customer, this is art. Sales can exercise one's stamina and style, sales in denial, not refused, no sales. The sales as one of helping others to do the great cause of salespeople, tend to be self-confident, self-discipline, passionate blend of salespeople. In the network, the sales needs moral, in the Internet era, one bad message will soon passed to every corner of the world, and long-term technical in the virtual world.

The father of the world marketing China complex

The father of modern marketing, Philip Kotler come to China! accompanying his 74-year-old brother, lovely real marketing guru Milton · Kottler. This is not the first time, nor will it be the last time, China was like a huge magnetic field, deeply attracted by two old men's minds and feet.

On the evening of June 7, should be a good friend — Kottler Advisory Group China President Mr. Cao Tiger's invitation to attend a private dinner Kotler brothers. There, apart from Kotler system, are some intelligence circles, press circle, education and corporate circle celebrities, many of them are old friends.

Dinner at a Chinese cultural characteristics of ritan Guild. The magnificent roof, gorgeous and dazzling remounted, flanked by embroidery of tableware, quite has the Royal style. This is the cultural and historical differences of charm, Kotler brothers beloved atmosphere. Culture is actually profound siege.

Moves a brother is real Gold partner. A focus on research, an emphasis on theory and practice together to lead the development of world sales. In particular, Dr. Philip Kotler, witnessed the United States economic ups and downs of the past 40 years, the decline of the ups and downs and prosperous history to accomplish complete marketing theory, the first time the system is made of modern marketing, the theoretical framework

And to the marketing principle "and the" Introduction "marketing lays in modern marketing on the historical position, known as the" father of modern marketing. " In particular, the ups and downs in the United States, leading the world in the history of the enterprise, Kotler, Ph.d., has trained a generation after generation of entrepreneurs in the United States large companies, and affect the whole world, can be said that he is also the cradle of entrepreneurial spirit.

Subsequently, Kotler, Ph.d., also thinking of the sword into the public domain, and publication of the nonprofit sector marketing, educational institutions, strategic marketing, social marketing, national marketing, hotel and tourism marketing, the Museum strategy and marketing "and other works, throughout the United States and Western society's public career, also played a great role.

Now, two elderly people already close to a ripe old age, with time, passion, hobby and grasping, Molders to Asia as the core of the emerging economies of China, is of concern to them.

Kotler brothers in Ste, also does not hide his love and affection in China to help Chinese enterprises and foster City (regional) strategic competitiveness and strong brands. To this end, Kotler brothers continue to increase on great research on China, and emphasized that does an in-depth understanding of a country, it is impossible to truly help companies. Mr Kotler also noted with interest the mentioned the Chinese noodles and Italy noodles.

Introduction to the study of Chinese history and culture, Mr. Milton, claims from a plethora of old stone age, the old democratic revolution, the new democratic revolution and the war of liberation, the cultural revolution, reform and opening up, all the way down, there is research. Especially like Mao Zedong, and give high marks to, "from the imperial powers in victory win free reign, the contribution to the world is." Notwithstanding to please the Chinese, but also a sincere. Jump out of view, this is also the case of marketing research of the highest level.

Guests really understood, have sent the gift with Chinese characteristics: porcelain, coloured glaze, wishful, calligraphy, etc. The most creative and most profound is a large portrait of Mao Zedong, allegedly and Tiananmen portrait of Chairman Mao on with one hand. Milton was overjoyed, and even commendable.

I am touched, known as the "father of modern marketing," Kotler, Ph.d., in the scene on the history of modern marketing, referred to the management of the parent Drucker, and proactively identify parent "," said Peter Drucker as the "grandfather of modern marketing." Kotler said that, in his own, only two lines of Drucker's mentioned on the marketing of ideas, a sentence is "business purpose is to create customers," and another is "Enterprise functions only two: innovation and marketing. The other ones are costs. "Compared to domestic academic plagiarism occurs repeatedly, the" father of marketing recognized parent ", it is not just a beauty on or joke.

The next question is, after the old man, who is going to be the "marketing" Sun "? Sun salutation surface although "indecent, but there is more ideological tradition, is the symbol of hard soft strength. Moreover, if you trace the history of our distinguished military thinkers grandchildren should be real world marketing guru.

Therefore, in this sense, the symbol's name is not important. Importantly, in the world of Chinese historical trend,

And is peacefully rising Chinese Dragon, every Chinese, especially entrepreneurs, marketing, and how responsibility, faith, wisdom and passion to grasp opportunities, create the future, as the creation of a great nation, great brand as well as the harmony of the world's great strength.

In other words, in the history of the world marketing theory and practice of history, if you do not have a strong voice in China, like the United Nations is not China, and China as the Olympic Games is incomplete and incredible. This is what I got the ambition, grasp the historical strategic opportunities in China, using Chinese wisdom and global resources, building a world-class brand in China, and promote the great rejuvenation of the Chinese economy. And during this process, the establishment of a world class marketing theory, renewed with modern version of "the art of war" to the world and particularly emerging economies, output marketing values and ideological this is our common mission.

A product hyper terminal building programme

I. preface after September is national day, the communications market is clearly entering the year the second selling season, the mobile phone manufacturers in the Terminal image-building competition must also enter the white-hot, acute. "Acting in the first place, success in person." Serves as a strong sales for the month of September before we must advance planning, in the time ahead of competitors, integrated terminal resources existing terminal building, build ** mobile Super Terminal, pre-emptive, stand out from the Terminal guru.

Large terminal building must rapidly and effectively position, preempting effective concentrated superior forces continuously on competitors launch powerful offensive, don't give competitors the opportunity to gently gas. We are not in a timely and effective occupation, our competitors will quickly occupied. Our sales experience pressure or even resistance, this is the key to success or failure. We must be like the wind swept all deciduous General determined to remove obstacles to creating a strong sales of brand sales promotion season sales, the size advantage.

2. Terminal categories

1, the first Terminal

The first Terminal usually means a professional show, sales sites, such as supermarkets, stores, image store, area, etc., this is our main, is also a contested terrain military strategist.

2, the second Terminal

The second terminal generally refers to non-professional sales mobile work, consumer, life, entertainment, such as large malls, hotels, bars, disco, KTV room, coffee shop, café, restaurant, fitness or sports sites, etc.

3, the third Terminal

The third Terminal generally refers to four categories: large outdoor advertisements, signs, light boxes, wall advertising and publicity in the core area, can have on consumers ' vision into a strong impact, a relatively large, the effect is more significant ground advocacy sites and forms. These four categories of advertisements in different regional inputs, adaptability and effect may not be the same, so you need according to the input-output ratio and other factors make a different choice and combination.

Third, the first Terminal work planning

1. the programme of action

A "location": determine a unified standard, the standard terminal image on the current terminal construction work;

2 "to": "storefront counters" within, two focus within the regional construction;

Three "firsts": mobile first distribution Ž machine mould first display Ž Terminal first sale;

Four "for": the door of the first contest, contest, counters for lightbox, POP location for;

Five "campaign": the poster war-fighting, banners, leaflets, roll-up banner war, hanging/card battle.

Core 2, action

For a limited cost, time, we must grasp the work of the different emphasis on the surface, with time according to the actual situation in rhythm focused in several work, which breaking, focused resources to focus on to the terminal building to do fine. Our affiliates must strengthen the plan execution, payin, steps, there are plans for the successful completion of each phase of the terminal building.

3. the main progress

· Terminal Basic packaging

1) activities designed to rapidly develop and promote the core point of sale, effective Terminal Basic packaging work

2) activities target: 80% core sales point, over 60% of the valid sales points;

3) Organization of work:

· Thematic Cabinet layout

1) activities designed to: enhanced Terminal image, enhance Terminal highlights, enhance customer cabinet before the residence time, and increase the rate of the purchase contract.

2) activities target: 100% * of * mobile counter; 60 per cent of the core sales points, 40% more effective sales points of the other counters;

3) Organization of work:

· Mentougou, light box, wall construction

1) activities aimed at the rapid preempted before 10.1 Golden Week advantage Terminal resource or screen updates for a strong brand sales environment.

2) activities target: 40 per cent of the core sales points, more than 20% of the valid sales point

4. the second terminal work planning

9, 10, 11-month period of the national day is 10.1 the second biggest festival in the economy. Entertainment, leisure life in occupies a large number of consumers is a most of the time, this is a side effect, the best time to intercept consumers. Our branches must be the best place on the ground as soon as possible, choose the opportunity, through a flexible approach to local conditions and potential consumers to "pick" surrounding.

5. the third Terminal work planning

The third Terminal configuration basic principles

(1) almost every provincial capital cities have plans to allocate 1 block large outdoor billboards, ads, etc. 10 car body, such as Shenzhen, Qingdao, Dalian, baotou, and other non-capital cities can be considered the second class of cities;

(2) advertising resources are allocated first to consider the regional traffic, secondly consider its growth potential;

(3) focus on market guarantee priority and focus of the investment;

(4) medium-sized cities above can consider doing some outdoor advertising and advertisements;

(5) small cities, particularly in the County and Township can give more consideration to do some wall ads.

The third Terminal General Investing by Headquarters unified, credited to the affiliate fee assessment, branches according to the actual needs of active applications.

6. Organization and management principles

1. full participation

And responsibility to the people,

Including branch office in charge, full participation at all levels. Market field (including the Director-General, regional directors, supervisors, etc.) on a specific terminal building, that is, each person is responsible for the market. Headquarters is responsible for tracking, services, and monitoring.

2. dynamic management

Branches and offices on each target terminal building dynamic, and the timely adoption of the hard terminal building weekly and headquarters for information communication and feedback.

3. indicators evaluation

Branch Office to set up the terminal building standards requirements of multiple indexes, and on completion, maintenance, development of evaluation.

4. award ticket simultaneously

Branches according to the established requirements of the terminal building standards, multiple examination, and in accordance with the evaluation situation award; headquarters will not regular spot-check, according to the results of the checks, and the national communications branch-related responsibilities on a prize.

VII. cost sources

Branch, daily fee of 20% must ensure that the use of the terminal building, otherwise no reimbursement, and branch managers, financial managers, marketing managers informed criticism and punishment.

Kodak VS Fuji: imaging industry struggle of two Tigers

In the imaging industry, if the Kodak as dominating the world of the Dragon blades, today could be called before the sword, I'm afraid not Fuji. Founded in 1880, the Kodak Company is the world's largest photographic materials manufacturer, has dominated the world of traditional imaging industry's dominant position, accounting for about half of the world market. The Fuji is set up after the second world war, until the 1980s have influence, occupy second place in the world. The two sides of the product line includes civilian imaging products, professional imaging products, magnetic recording products, medical products, four series, mutual alternative very strong, so from the outset to their life and the fate of the enemy. Two companies have been very intense competition.

"Riding the Dragon, command of the world; and not, who can?" in the global market, from traditional imaging industry (chemical-photographic industry) in the battle of yellow and green, to the digital imaging industry's blue and silver (Kodak and Fuji digital shop logo colors are blue and silver) battle, Kodak, Fuji and this clash of the Shen weapon has lasted for dozens of years, the two antagonistic, close.

The so-called beat, after the entry into the Chinese market, Kodak and Fuji in the contend did not stop at the moment. Kodak first came to China, but the mid-1990s was a long time, the head of Chinese film has been the seat of a "green" Fuji. Fuji Film in China's market share was up to 70%, is a market leader in China's image, while the Kodak bright yellow flag, this time also can only be listed in the second square, and Japan's Konica and Germany of Agfa side by side. In the late 1990s, Kodak chance at beyond Fuji, has become the new King in the Chinese market. But in another emerging field of digital imaging market, "boasts the vehemence and Fuji, placing him on the losing side when compared to the Kodak still catching up.

98 Agreement: Kodak salted

Prior to 1998, the PC market in China is the world, and the Fuji with Kodak, Konica, Agfa and foreign brand, had to settle for Fuji's long shadow. Heart proud of the United States, of course, you cannot continue, always looking for opportunities to turn around.

A heaven-sent opportunity to finally come to Kodak. In 1998, the Chinese Government in the face of liabilities and losses accumulated nearly $ 10 billion, a touch of the collapse, photographic industry in China has no retreat, time delay, the entire PC industry lives. At that time, the Central Government's attitude is, if you want to joint-venture for the entire industry. But it seems has no intention of accepting Fuji this big mess, even when the Chinese Government to access Japan offered to meet with Fuji area concerned when it was turned down. The decision-makers at the Fuji is how to think about, we do not know, but one thing is certain, Fuji on the Chinese market growth potential and speed of the lack of enough confidence and thus underestimate the value of the business. Worse, Fuji does not even have to do this for any public relations activities, to reduce and eliminate the denial of the Chinese Government and caused some views and estrangement. It should be said that, since the Chinese evaded and denial of Fuji, has meant that it lost in the future of the Chinese market, although this time it is in China leads the photosensitive material market supremacy.

While business conditions and bad Kodak after repeatedly weigh, to the Chinese Government to olive has an unprecedented project — — enterprise on the way, the Government completed a almost the entire PC industry in China. The then Premier Zhu Rongji and Kodak CEO BAE before learn personally opened the curtains, Kodak input 10 billion (later appended to 12 billion), eat six factory, spanning six provinces 10 municipalities, industries, across Central and local government, "declared 98 Agreement" was born.

On the surface, Kodak in order to obtain the production rights in China have paid a very high initial cost; however than out of China photosensitive materials business laugh more sweet is on Kodak, it finally realized in Chinese localization of production and sales. In 1998, China color film import tariffs up to 67 per cent tariff determines the market price of imported films. China consumer shopping consider the primary factor is price, the companies whose products will have a lower price. Kodak production localization, avoid high tariffs, naturally get low-cost market advantage, which would have been in the same order of magnitude of the two rivals in terms of what it means. But the entire industry joint venture plan another result: 3 years, other foreign photographic materials enterprises may not plant in domestic investment. Kodak and Fuji China market competition, the entire industry joint venture plan implementation is on Kodak hold-down competitor critical strategic initiatives.

Today it seems that this agreement is to lay the Kodak in China's victory in the first pillar. Through modification of the cooperative enterprise, coupled with the camera in Shanghai, punching machine factory and research and Development Center, Kodak in China formed from civil, professional, magnetic recording to medical series production system. Return to China in 2002, Fuji, Kodak film in China's market share had risen to 60%, and Fuji in the Chinese market is reduced to a second line of the brand, not only with Kodak to contend with, and China lucky, Japan Konica, Germany Agfa, and other manufacturers compete for the remaining 40% market share.

Channel strategy: Fuji chess a transmission

Kodak: channel minimum

In the sales channel strategy, Kodak generally use vertical marketing system, short sales channel: set up a factory in China — regional distributors-retailers. 98 Agreement, Kodak is able to scale to direct a film produced in China. In this way, the film from factory to sales to final consumers, through channels is very short. While in the channel width, select the number of resellers of Kodak and not many different types of products from different professional company agent, dealer render professional features. Kodak in many of China's major cities to establish an Office, the Office directly to the marketing department to set up according to the different products in different product Department, responsible for the district town of product-related work. In General, from the factory to sales to final consumption

, Or in the entire market logistics management, the Kodak Company are carried out effectively.

Fuji: Poker

Fuji in most products also adopts vertical marketing system. But the length of the sales channel, Fuji and Kodak markedly different, using longer sales channels: Japan manufacturer-distributor in Hong Kong and Macau – China region agent — the primary urban agent — retailers, Fuji sales in China, with the exception of a few of the products is in Singapore production, vast product from Japan in situ production. Select the resellers, but also different with Kodak. Hong Kong Fuji photographic equipment co., Ltd., Fuji in China, Hong Kong and Macao General Agent, is its exclusive distributors, regional distributors in China, in addition to medical products and a few other products, professionalism is very strong and because professional medical company proxy, other products did not like Kodak as strictly according to different product selection professional agents, most of the distribution of a company.

Fuji and Kodak in channel strategy in the other big difference is that the vast majority of Fuji in China, Hong Kong and Macao by which the agent is responsible for, do not directly involved. In this way, Japan Fuji company does not directly contact the dealer in China, market development work also consists of distributor's Office. Fuji in this way, although you can save resources, but the disadvantages are also obvious, that is, they cannot fully grasp all the work, because the agent is not always consistent with their own. Therefore, relatively speaking, Fuji and China ties at all levels of the dealer is not tightly, in recent years in the creation of image shop results than Kodak.

From a comparison of the two companies is not difficult to see, Fuji sales channels for longer on the market for logistics management, anyplace to Kodak, Fuji objectively there are two negative effects. On the one hand, the product after a long channel, multiple transhipment, Fuji Corporation products are not very good control, to counterfeit products. On the other hand, several different types of products from the same dealer, and Kodak are separated by three industry companies. Thus, Fuji that dealers may pay attention to the seller, and not on relative best-selling product support is not enough. In recent years, with the popularization of digital products and CD-ROMs, Kodak's achievements are much better than Fuji.

Promotion policy: Kodak frigates

Fuji: low attack

98 Agreement, in the face of negative market in China, Fuji's protest has never stopped. In order to break through Kodak's local advantage, in 1998 after several years, and Fuji number minor and Chinese enterprises cooperation established right in the factory. But the results let Japan human despair: each time Kodak are based and the Chinese official "98 Agreement" for complaints, forcing the Fuji closes factory.

Failed to achieve production localization, Fuji has changed the attack strategy, select the price war. To price first to try to reduce costs, Fuji started using in truly photographic, Zhuhai Branch as the forward positions, the large-scale smuggling of film, trying to evade payment of customs duties of low prices to impact Kodak, highlight the tools market. Smuggling to the film helped Fuji's busy, get a 60 per cent of the tariff, say that it is accounted for the majority of cheap. Subsequently, Fuji in the Chinese market price movement began full-scale production.

Fuji announced through the media, to the outside world, to take advantage of Kodak and the Chinese Government's "98 Agreement" expires, as well as China's imminent accession to the WTO, the WTO and the two sides face the market environment will be more equitable opportunities for breakthrough in China on Kodak photographic materials market a comprehensive response.

In early 2001, a famous scenic spot in Shanghai the Bund, all photography point suddenly a night full of "change color", Kodak bright yellow all disappear, replaced by Fuji green. This course cannot be separated from the Fuji Film price reduction credit, in profits similar cases, the dealer of course like to seller. Information on the display, press the normal foreign trade, import color volume of CIF per volume $ 1.3, plus 17% value-added tax, dealers and distributors of profit, the retail price of imported civil film not below the minimum $ 15. In the Shanghai Metro, Carrefour hypermarket, a roll of Fuji Film average price is only $ 13, compared to past a full drop of 5 ~ $ 6. At the same time, the Fuji suddenly at storm also swept the Beijing, Guangzhou, Tianjin and other big cities.

Kodak: the sales made through

The price trend for Fuji, old rivals Kodak said, "Kodak," never participate in the price war, malignant price war on the PC industry. However, Kodak does not come from the opponent's menace, it adopted the strategy is to do the selling. Kodak think China PC market is still great to explore space, and have implemented the "9.9 million when the boss's help industry loan project plan," "camera" and "seeding plan Studio plans." Kodak

With "seeding" the camera as an example. At the end of 2001, Kodak in addition to Beijing, Tianjin, Shanghai, Jiangsu, Zhejiang, Fujian, Guangdong seven provinces outside the region started to push the "camera" sowing plans. Kodak to these regions launched market price to $ 99 "seeding" the camera without the need for batteries, simple operation, specifically for the use of the camera does not understand customers with convenient, bundled 4 Kodak film. "Seeding" the camera than the camera slightly larger volume, increase the camera's robustness and quality control in accordance with 6 δ standards, even in conditions of hard place equally able to shoot a good picture of good quality. The "plan" on the one hand the camera to sow better fulfilled "just need to gently press the shutter button the rest of the reasons for Kodak to complete the" Science and technology, on the other hand, for the development of Western China, Kodak secondary urban development has horns, Kodak products to the every corner of China.

A year later, Kodak in the Chinese market color rush spread shops have grown to more than 8000, in the second and third line cities set up the unified Kodak logo, uniform shop, unity

Regulations of 5000 home Studio, "seeding" camera sold 100 million units, Kodak China Civil photography product sales ratio increased by 20% in 2001.

Advertising strategy: both sides have equal shares

Kodak: warm moment

Kodak never emphasized their colour saturation, the fine particles, and these indicators are used in the life of the wonderful, unforgettable moments hit with consumers, the presence of the "warm" moments that give you eternal memory is on Kodak film persistent topic, whether it is "string up life every moment" and "is this moment" is the theme of focus. In Kodak's ads, often some kids, dogs, and friends of the lens, full of warm family atmosphere, the friendly and warm family images, Kodak wants to shape the brand image, the family has deep plot people are more willing to let the Kodak to show "this moment ..." family warm.

Kodak is precisely through publicity this unforgettable moment to impress consumers mind. "This is on Kodak moment, don't let it slip away," and "Kodak bunch up every moment", in the one of the moving image, these advertisements etched into the minds of consumers, consumers naturally to enjoy happy moments and "Kodak," this is the name of the contact. We can say, "Kodak: bunch up every moment" have let the pictures become the best of the 20th century.

Fuji: celebrity advertisements

And Kodak film positioning in the home market, Fuji Film attaches great importance to the youth market, harder to establish high-margin consumer brand loyalty.

It is precisely because the favor of the youth market, Fuji Film selection of spokesmen have always been the region's most popular idols. In Korea, the original Fuji film advertising film the hero is Korea's first female star Kim Hee Sun, because like the 2002 World Cup, Fuji Film to Korea star Lee Dong-gook appeared new ads. In China, Hong Kong movie song star Aaron Kwok, with its youthful, dynamic image, Fuji selected as 2001 brand advocate. Fuji company invested more than 10 million dollars in production costs. In the film, Aaron's image was very special, and dancing like the astronauts and robots, hairstyles and resembles the "Elvis Presley", give the avant-garde, fashion, science and technology and intelligent feel so refreshing. The film festival has starred in the Mainland, has unlocked a new fashion trend, sales of the Fuji Film.

2002 national day, the new version of ads appeared on stage at the Festival: 100 changes in the sense of King Aaron side makes a charme "ad days after" tengyuanjixiang, let the already strong communication power adds some magic. Hot star mix, unique 4th color layer products and must leave and holiday advertising campaign to attract millions of believers of warm Chase and deference, as well as super jump General celebrity advertisements.

Public relations strategy: Kodak to Excel

Kodak: we demeanour

Kodak superb public relations strategies and initiatives has been the people. "98 Agreement" is on Kodak China PR in the history of the most brilliant page, but this example is not accidental, Kodak CEO's Chinese name, Dragon @ at Kodak and Kodak camera successfully resolve the crisis, are a continuation of the Kodak public relations strategy.

Kodak camera crisis defused in particular reflects Kodak's members. The crisis is still in the embryonic stage, Kodak is keen to take appropriate action to make the crisis should not be allowed to develop, always at a controllable range. In 2002, Kodak announced the recall DC5000 zoom digital camera because the camera because the design flaws that may result in leakage of dangerous, then as long as the landing on the Kodak Web site company in China, in the Home can see this message. Kodak in dealing with such a crisis that other multinational corporations or by means of ratio of domestic enterprises wise. After the find issues immediately in accordance with international practice announced product take back, faced with the press's attitude is to Frank, they even will Kodak explanation sent directly to all of the associated press, in fact, many journalists were also unaware of. But Kodak know that paper could not hide, Kodak's active fire has many reporters mention does not hold. So its quality accident spread will minimize. At the same time, Kodak's mastered the uniform diameter, spread initiative, not because of the bias of communication and media led to the emergence of a crisis.

Fuji: award-winning out stunning resort

Relatively speaking, Fuji in PR will be inferior to many in this area. First 98 Agreement before the mistake and the Chinese Government to make good opportunity, then repeated the stunning resort, to the Government, but the prospect of a peer.

13 November 2001, lucky lead, the great Hall of the people in Beijing held a joint commitment ceremony, to all consumer guarantee "as a legitimate corporate citizen, comply with national laws and regulations, not smuggling, counterfeiting, not to the smuggling and counterfeiting to provide products and convenience. "At that time, Kodak, Konica, Agfa, and other manufacturers have arrived at the signature, Fuji sent a man to the venue, but no signature. It is said that lucky had previously contacted with Fuji, Fuji has agreed to participate, provided that you must modify the "joint commitment", "smuggled" to "we will not knowingly smuggling".

Fuji of this error is severe, as today's China National photographic materials industry only pick the banner of enterprise, lucky development always involved with Chinese Government officials sensitive nerves. Moreover, during the Chinese crackdown on smugglers was achieved in 2001, launched by lucky this joint commitment of the Government coat color is quite heavy, but surprisingly, Fuji has almost "brutal" attitude. Needless to say, the Fuji is the peer associated Government were offended.

In early 2003, Fuji's use of Zhuhai Branch company to carry out large-scale smuggling of insider was revealed. At this point of Fuji, should urgently take the crisis public relations strategy

A brief, and strive to calm the crisis, the crisis may damage reduced to the minimum in order to keep their hard years of the Chinese market. But unfortunately, its for smuggling has been an open secret, Fuji has taken no crisis public relations strategy, but it's in Zhuhai Branch event, after the affair to push a completely their own. The evidence clearly, the Chinese Government has already responded, Fuji's film dealing with the aftermath of THA way is undoubtedly a serious error. In has joined the WTO in China, Fuji's current smuggling events though won't make Fuji exit China market. But there is one thing, the next Fuji products to enter China, you may pay more than ever.

For lucky: Fuji again disappointed

29 October 2003, the great Hall of the people, "98 Agreement" only "slip through" — lucky official and half Chinese film market of Kodak entered into equity transfer agreement. Kodak to 4500 m in cash and to provide a set of products for color production line and production of latex related production technologies for lucky film 20 per cent of the shares; at the same time, the Kodak warranty will continue to provide $ 5500 lucky funding and technical support for the renovation of an existing piece of lucky and the coating production line, and lucky will pay a certain fee for transfer of technology, and Kodak has paid dividends in shares, the cooperation period of 20 years. This joint project with other Kodak global joint venture cases completely different, Kodak no longer insist on three principles: "51% holding, use Kodak trademark and control management".

2001 "98 Agreement" expires, Kodak obvious feel from competitors — Fuji, Agfa, Konica, comeback of competitive pressure, in addition, the world's top brand film producers — fulan, company Shantou huatian rich secret sneak into China, provocation and more at a film is aroused Kodak vigilance.

This success with lucky sign 20 years of strategic partnership contract, actually is on Kodak in "98 Agreement" after the competitors are forming new blockade, especially successfully contain the Fuji in the Chinese market pace. Photosensitive materials require large amounts of frontloaded, new plant investment recovery speed is much slower than the merger of existing plant, a joint venture with lucky, Fuji to further develop the Chinese market, investment in new plant is the only choice. Kodak Company Chairman of the Board and CEO Deng Kaida admits that this cooperation is the "98 Agreement" exclusive strategy of a continuation.

If the joint venture is on Kodak, lucky winners, the biggest loser is Fuji. Prior to this, Fuji has been a joint venture with lucky negotiations. As long as the joint venture agreement with lucky, lucky not only relying on Fuji regain the Chinese Government's favor, but also in Kodak's "98 Agreement" expires, relying on the lucky get in the Chinese market a huge production base and the tremendous potential of the sales channel, which killed two birds with one stone.

Fuji Corporation 2001 announced through the media, to the outside world: Fuji to Kodak and the Chinese Government's "98 Agreement" expires, and the WTO sides facing market environment will be more equitable opportunities for breakthrough in China on Kodak photographic materials market a comprehensive response. This year, lucky and Fuji JV has almost a foregone conclusion, but the ultimate stake for various reasons. In September 2003, again outgoing Fuji and lucky joint negotiations down the curtain of the message. Unfortunately, on the eve of the red carpet, Fuji or chose to give up. The reason may be the Fuji unacceptable lucky "lucky holdings, lucky brand, lucky has the right business decision" three principles, and 20% of the shares of Fuji, perhaps there is nothing, Fuji believe China one day to completely open up the market, they may prefer to wait several years to be 20-year agreement to bundle!

A month later, Kodak has solemnly in the joint venture book signed his name. At that moment, Fuji the feel? only Fuji itself, knowing.

The decisive test for digital: both sides

98 Agreement tied a Fuji in the hands of traditional imaging industry, market share, see attenuation, the former Overlord to rethink their way. Digital business is Fuji sniper opponents of a trump. The Internet boom in the popularity of digital cameras in the world, its accuracy, functionality, application scope has become an increasingly widespread, to traditional photographic industry impact of large can be imagined. Analysts, information technology and Imaging Science early start fusion, difficult to distinguish, digital technology replacing traditional chemical imaging industry is the trend.

At Kodak, lucky joint venture, Fuji in the Chinese market visible shrinkage of the traditional image front and more from digital domain. Fuji printing caikuodian Street is significantly reduced. In 2001, in the "hard times" was suffering after three years of Fuji in the digital imaging market sounded the clarion call of the counterpunch. Fuji hope through impact digital market, able to reverse the passive situation in China, because this is an emerging area, Kodak in the Chinese market share did not get much much initiative. Global digital camera, Fuji on the market share of 20%, the second, also located on the Kodak.

In fact, Fuji's counterattack Overture as early as 1999 is played. In early 2000, Fuji developed "magic hand" digital printing system successfully landed in China's digital printing market. To September 2002, Fuji claims that more than 300 "magic hand" device into mainland China, in line with the rapid growth of digital cameras, and later to an annual investment of $ 100 million RMB, in 3 years 1000 owns the equipment of Fuji digital printing shop to rapidly seize the high ground in emerging markets. In Chinese market, Fuji knew no longer lost, otherwise will result in the overall outcome of all exports, since lost the Chinese market may mean lost the future.

Fuji digital market in China is a full

Thunder, however first proposed the concept of Kodak digital seems to become outdated. Until March 2001, Kodak in Shanghai launched their own digital printing services. Then, Kodak and Fuji to the side of the propaganda war, and convince the League's big print shops and new investors to join their digital printing to a network. To reverse in the digital market disadvantages, Kodak began using powerful influence and appeal, omae, expand "anti-Japanese" jujizhan. In this process, Kodak still insist on playing his usual brand — localization strategy, and domestic manufacturers Alliance, and actively seek and localized sales channels. But relative to the Fuji is also a Grand launch of localization operations, Kodak skillfully leverages the Chinese national complex, establish their own Union local enterprise common image of the "war".

In 2002, in Fuji publicity drum woes, Kodak's catch-up efforts have begun to increase. At the end of this year, Kodak's digital printing network has been formed, with 1300 family Kodak store can provide digital photo print service. At the same time, Samsung, Nokia, Lenovo, Intel, Netcom, Bank of China, and other industry leader also have participation to Kodak digital network construction. From digital, Kodak's digital printing shop now has more than Fuji, Fuji sell digital printing system is still more than Kodak; technically, Kodak's printing system provided by a third party, and Fuji has considerable disparity compared.

In December 2003, Kodak China announced jointly implemented with IBM PMG3 Kodak self-service digital printing station, IBM digital printing station with hardware devices and three years of maintenance and technical support, Kodak is responsible for the software and platform structures. In 2004, this self-service digital printing system in China "innovating around", effectively alleviate the shortage of Kodak digital equipment. At the same time, the Kodak further cooperation with Nokia is also in progress, the new Nokia 7650, 3650 and 6600-type mobile phone will built-in Kodak special software, mobile phone photographs can instantly through MMS transmission to Kodak digital printing website print into photos.

In the face of Kodak's step by step press, Fuji has taken a tit-for-action. In cooperation with IBM announced Kodak, Fuji in Beijing shows digital photofinishing products Frontier350, trying to get back to the digital printing market. This device is priced at 118 million, you can purchase, loan and lease to the device, and at the same time as Fuji Special shops. In order to support partners, Fuji has not affiliate fees, also give the value of 10 million renovation, consumables and advertising. And join the Kodak store, in addition to the purchase of equipment, but also pay for affiliate fees. In addition, the original by agents of the Fuji also sell products specially established Fuji branch, China printing system for production, sales, and support the business objectives is three years in Beijing, Shanghai and other development 1 unmatchable shop.

Traditional imaging industry yellow, green, war has not yet been finally removed anyway, in the digital imaging market, Fuji and Kodak's silver, blue, the battle has just begun. In the field of it high, in fact have to clash with the highest number of benefits or dealers and consumers. Kodak, Fuji numerous rounds of competition will help break the party's monopoly on the market, to some extent to the strength of the restriction, thereby allowing the dealer and the consumer in this competition, to a maximum price for a full range of services.

In 2004, in the digital imaging market high-speed promote background, traditional imaging market shows further global downturn. Kodak, Fuji has published financial reports show that profit render continues to fall, the main reason for this is that traditional Imaging ecofriendly and rapid growth in digital marketing business. With digital products in the proportion of both business and it can be inferred that the main battlefield of the future, this extremely whiz's rivals will certainly be exciting continuous play. Who will be laughing in the end, or let the Kodak and Fuji told us.

Jiangnan spring is away from the quiet door

World marketing comments (http://mkt.) According to early 2006 statistics, Jiangnan spring of focus media of Chinese building video advertising market share of 98%, in absolute monopoly position. Soon after, NASDAQ China stocks, focus media's market value has exceeded Baidu and NetEase, sit on China overseas IPO stocks second Suoo, be United States persons known as "China's first pure advertising." In March of this year the focus into advertising, focus media's market value, further escalating, dominating the NASDAQ stock market value of the concept of China. Some evaluation said that the focus of Jiangnan spring has become China's second only to CCTV and SMG's third largest media group.

However, Jiangnan spring "LCD Empire" are exposed to more and more questionable. There is a "noble addiction female" said Hong-Huang author pointed out: "in Rome of the alley, we feel the Michelangelo: Avenue in Berlin, we realize the Bauhaus, while on the road in Shanghai, we deeply mired in Jiangnan spring. ”

Jiangnan spring ubiquitous status finally attracted the CCTV reporters guoyu wide shelling. Guoyu-width in the newspaper published an article entitled "hope focus media such as a stock collapse comments as soon as possible", said: now the article even go home, look nowhere, I live in the community, entered the elevator, the third wall were framework media ads filled up, estimate and then go on the soles of the feet are not escape. Advertising itself is not unlawful, the problem is linked to advertising with master discussed? they made money, the owner has a good yet? focus media everywhere territorial conquests, carry, which of the community or in a real office building owners from these omnipresent signs at any good? ... This is equivalent to your family's small nurse, not to discuss it with you to put your home in the living room wall sells to advertisers, with advertising also fancy wrappings called landscaping.

If these queries to the Jiangnan spring "LCD pose a threat to the Empire", then, the right to challenge to quiet the Jiangnan spring had to consider. The question of the right to quiet abroad was very heavy. Japan has named River original Miyoko 59-year-old woman, from November 2002, almost daily, 24-hour nonbreaking way through a stereo system, to deafening rock'n ' roll, harassment of female 6 metres away, the doctor's neighbor, Chuan original Miyoko neighbor who constantly affected by noise disturbance and suffer from insomnia, and often a headache. -Original Miyoko therefore sentenced to one year imprisonment, subsequently, Japan Osaka Supreme Court overturned a previous ruling, the term was extended to 20 months, the nature of the infringement of the right to silence.

Jiangnan spring LCD advertising and this case is very different, however, both in the quiet of the right to a certain similarities. Fudan University journalism professor Cheng Shi, head of advertising for the acceptance of the Oriental weekly interview you said: "in Japan, Europe and the public areas are all very quiet, and China's public space is relatively noisy. Because we do not take this seriously, so focus on the creation of Jiangnan spring time did not take this as an important factor to consider. "She suggested that the best advertising of sound in buildings can be adjusted to a certain volume, even without sound, between print and video advertising. ”

Zhejiang enterprises do not "make money"

World marketing comments (http://mkt.)

Recently a friend asked me to Zhejiang period you on the most important enterprises of Zhejiang Province of impress? I told the main impression is: Zhejiang enterprises do not make money. Friends later very surprised, said rich side of Zhejiang enterprises, how do you think its not making money?

In my opinion, Zhejiang enterprises money is not "earned" but "dry", "province", "count".

That money is the enterprise of Zhejiang Province "stem", because of Zhejiang enterprises especially entrepreneurs very hard. In Zhejiang enterprises you very hard to see what appear to be very smart entrepreneurs, the latest to leave every day are still the boss. A lot of things parents force parents to change their difficulty or habits, perhaps as some media reports as Zhejiang many entrepreneurs are "grass-roots efforts on the background and busy have become one of their attitude to life. Therefore in Zhejiang high-efficient and pragmatic style have become one of the enterprises above and unified voice in Zhejiang enterprises usually less saw a week weekends, Zhejiang industry day "in three shifts is" opened the horsepower production is common. No wonder some mainland entrepreneurs visit some Zhejiang enterprises, also thinks there is something worth learning magic? not sacrifice than we do?

That money is the enterprise of Zhejiang Province "province", one of the most important sign is to be able to save the cost of the enterprise, the Zhejiang enterprises in how to save the intensity is very large in terms of rewards. Some media have reported aux Group annual prize for rationalization proposals have the bonus of $ 5 million, but its top in media interviews also admits it per year costs tens. Recently saw a report saying that the migrant worker to Zhejiang gold rush began to decrease, because they found themselves in Zhejiang is not very easy to get to work than other provinces better financial returns. But the corresponding is some advanced enterprise in Zhejiang Province, the introduction of talent is a trip, it is not surprising that some people speak of "real" koumen or Zhejiang enterprises, they know where the money is used in the most cost-effective.

That money is the enterprise of Zhejiang Province "count", or even someone to Learning Institute of Zhejiang enterprises will get them. I have contacted a Forbes list of entrepreneurs, to participate in a major auto show when he can be a dizzying array of various spare parts price of road, at the same time soon to arrive at a different configuration of cost price, speed is fiercely tongue. They say that some enterprises in Zhejiang Province in the negotiations, it is easy to win the upper hand, in fact, a very important factor is the ability to quickly figure out our own and opponent's bottom line where possible, therefore faced with the opportunities to grasp their profit opportunities and space.

Zhejiang enterprises not "earned" money because Zhejiang enterprises do not believe that the "fast money", "make money easily on" and "cannibals is rich" Adventures in absurd belief in his own hands, believe that their wisdom, believe that their own efforts, maybe this is why the Zhejiang enterprises to long term sustainable growth of mystery.

Marketing effort deep deep key in overweight

Marketing person is often the case on a wine farm, how to let customers have the heart to drink enjoyed the trick, come in and see it, definitely let you become a "hero" wine farm!

Good ' toastee, got up and being advised to have said: "a bare buttocks, drink again", which means that good to drink a good to deal with at this time: the "ass move, respect."

Men don't drink alcohol, make to good friends.

Feelings of deep a stuffy, feelings on lick a lick.

Ms. quanjiu: excited heart trembling hands, I gave leadership to a glass of wine, leadership does not drink too my Chou.

Women and leadership: leadership in touch with me at the time, you say to a few down several times.

Two little bees, fly to the flowers you... ".

Prefer black hole on the stomach, not let emotions crack-crack.

Feelings of deep, dull;

Emotional discussion, lick a lick;

Feelings of thick, drink enough;

Feelings not thin, the drink;

Feelings of iron, drink bleeding.

Second or two, two rinse

Three two four two not wine,

Five two-six, two supporting wall

Seven two eight-two still ROAR.

Men who don't drink, walk only in the world

As long as you know, tea also when wine

Wine is the food and drink fine more younger

Wind from the East, the Persian, who is afraid of who drink today!

Wine and meat in the hearts of intestinal, friend to stay!

People in the world which have not gone well knife Ah ~ ~ ~ a few knives you Ah ~ ~ ~ ~

Leon Zhu Yingtai born sons not what talent ~ ~ ~ ~ ~ ~ is back

Men who don't drink live like a dog,

Men are not smoking live like a eunuch,

Woman doesn't make up white live,

Men don't smoke white live in the human world.

Improper wine cups, one Jin Fu wall walk, a half wall walk I pound.

Wine every known, has a thousand Cup to drink, how much to drink, drink not rushed.

Revolutionary small wine drunk every day... .....

Two-leg one-stop, drink a not too.

Lead the revolution lost stomach

Revolution of small wine drunk every day,

Drink red eyes drink bad stomach,

Drink soft feet soft, too

Drank memory impairment.

Drank the masses with difficulty,

Drank units lack of funds;

Drank honey flow tears,

Go to bed at night, back to back

A sued to discipline,

Clerk waved listening to hand:

To drink or not drink,

We are also a drunk every day!

Spicy wine, beer when brushing teeth tea

6 6! brother two! who feared, tortoise, fear of the hammer!

Guests drink have drunk, or host more ashamed

Master your glasses to everyone here, said: "women bigger mouth full, man. ”

Revolutionary small wine every day to get drunk, go home and my wife back,

My wife went to the discipline Committee, discipline, said: the drink and not drink or not;

My wife went to the Director of the national people's Congress Standing Committee, said: this expenditure was within the budget;

My wife went to women, women's Director said: My House that is drunk every day;

My wife went to the Joint Committee, the Secretary of municipal party Committee, said: we have died for his remembrance.