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內(nèi)容簡(jiǎn)介

　　經(jīng)銷(xiāo)商管理水平的高低和銷(xiāo)售激情在很大程度上依賴于企業(yè)的經(jīng)銷(xiāo)商管理政策。本書(shū)結(jié)合企業(yè)痛點(diǎn)介紹激勵(lì)經(jīng)銷(xiāo)商常用的方法，包括銷(xiāo)售政策激勵(lì)、返利激勵(lì)、銷(xiāo)售競(jìng)賽激勵(lì)、限量供貨激勵(lì)、促銷(xiāo)激勵(lì)、培訓(xùn)激勵(lì)、廠商共贏委員會(huì)激勵(lì)、年會(huì)激勵(lì)等。本書(shū)案例豐富，層次分明，結(jié)構(gòu)清晰，對(duì)企業(yè)制定經(jīng)銷(xiāo)商激勵(lì)政策具有較強(qiáng)的理論和實(shí)踐指導(dǎo)意義。書(shū)中融入了作者在經(jīng)銷(xiāo)商管理領(lǐng)域多年的培訓(xùn)和咨詢經(jīng)驗(yàn)，是一本不可多得的經(jīng)銷(xiāo)商激勵(lì)“寶典”，值得企業(yè)銷(xiāo)售總監(jiān)、市場(chǎng)總監(jiān)、渠道經(jīng)理、區(qū)域經(jīng)理、基層銷(xiāo)售人員等從事經(jīng)銷(xiāo)商管理業(yè)務(wù)的人士一讀。

作者簡(jiǎn)介

　　梅明平，武漢大學(xué)工程碩士，武漢新藍(lán)海營(yíng)銷(xiāo)管理咨詢有限公司總經(jīng)理，經(jīng)銷(xiāo)商管理咨詢專家，國(guó)資委經(jīng)銷(xiāo)商管理師認(rèn)證專家委員，曾在世界500強(qiáng)企業(yè)擔(dān)任銷(xiāo)售總監(jiān)、營(yíng)銷(xiāo)副總等職，并榮獲"世界銷(xiāo)售領(lǐng)導(dǎo)人""中國(guó)渠道管理獎(jiǎng)"等榮譽(yù)稱號(hào)及獎(jiǎng)項(xiàng)。著有《經(jīng)銷(xiāo)商管理》《八大步驟防竄貨》等經(jīng)銷(xiāo)商管理方面的書(shū)籍，反響頗佳。精品公開(kāi)課有"經(jīng)銷(xiāo)商管理"銷(xiāo)售總監(jiān)研修班、"經(jīng)銷(xiāo)商管理"區(qū)域經(jīng)理實(shí)戰(zhàn)班、"經(jīng)銷(xiāo)商利潤(rùn)倍增"經(jīng)銷(xiāo)商總裁實(shí)戰(zhàn)班、"商戰(zhàn)啟蒙"二代經(jīng)銷(xiāo)商訓(xùn)練營(yíng)。專注于經(jīng)銷(xiāo)商管理領(lǐng)域20多年，培訓(xùn)和咨詢的企業(yè)上千家，培訓(xùn)銷(xiāo)售總監(jiān)、區(qū)域經(jīng)理、基層銷(xiāo)售人員和經(jīng)銷(xiāo)商學(xué)員20多萬(wàn)人次，復(fù)訓(xùn)率高達(dá)90%。培訓(xùn)和咨詢的客戶有：格力、美的、福田電器、海爾、蘇泊爾、創(chuàng)維、櫻雪、益海嘉里、美味鮮、湯臣倍健、旺旺、伊利、思念、西王、汾酒、東鵬陶瓷、建緣不銹鋼、杰森石膏板、三和集團(tuán)、雷丁電動(dòng)車(chē)、浪莎絲襪等上千家企業(yè)共20多萬(wàn)名學(xué)員。

圖書(shū)目錄

第1 章經(jīng)銷(xiāo)商激勵(lì)概論 ................................................................................... 1
經(jīng)銷(xiāo)商激勵(lì)的定義 ......................................................................................... 3
經(jīng)銷(xiāo)商激勵(lì)的目的 ......................................................................................... 3
經(jīng)銷(xiāo)商激勵(lì)的原則 ......................................................................................... 5
經(jīng)銷(xiāo)商激勵(lì)的理論 ......................................................................................... 6
總結(jié)案例 ....................................................................................................... 14
思考 ............................................................................................................... 15
第2 章經(jīng)銷(xiāo)商激勵(lì)管理 ................................................................................. 17
了解經(jīng)銷(xiāo)商 ................................................................................................... 19
幫助經(jīng)銷(xiāo)商 ................................................................................................... 28
領(lǐng)導(dǎo)經(jīng)銷(xiāo)商 ................................................................................................... 39
思考 ............................................................................................................... 42
第3 章銷(xiāo)售政策激勵(lì) .................................................................................... 44
獨(dú)家經(jīng)銷(xiāo)權(quán)激勵(lì)政策 ................................................................................... 45
買(mǎi)斷銷(xiāo)售權(quán)激勵(lì)政策 ................................................................................... 48
捆綁銷(xiāo)售激勵(lì)政策 ....................................................................................... 49
補(bǔ)庫(kù)激勵(lì)政策 ............................................................................................... 50
鋪貨激勵(lì)政策 ............................................................................................... 51
產(chǎn)品激勵(lì)政策 ............................................................................................... 53
折扣激勵(lì)政策 ............................................................................................... 54
提貨激勵(lì)政策 ............................................................................................... 56
新品首銷(xiāo)激勵(lì)政策 ....................................................................................... 57
總結(jié)案例 ....................................................................................................... 58
思考 ............................................................................................................... 59
第4 章返利激勵(lì) ............................................................................................ 60
返利概述 ....................................................................................................... 61
返利的目的 ................................................................................................... 62
返利的分類 ................................................................................................... 64
返利的兌現(xiàn)方式 ........................................................................................... 71
確定返利水平 ............................................................................................... 72
設(shè)置返利系統(tǒng)的關(guān)鍵點(diǎn) ............................................................................... 74
設(shè)計(jì)返利系統(tǒng)的步驟 ................................................................................... 77
總結(jié)案例 ....................................................................................................... 81
思考 ............................................................................................................... 82
第5 章銷(xiāo)售競(jìng)賽激勵(lì) .................................................................................... 84
銷(xiāo)售競(jìng)賽的概況 ........................................................................................... 85
銷(xiāo)售競(jìng)賽的步驟 ........................................................................................... 86
其他競(jìng)賽 ....................................................................................................... 96
經(jīng)銷(xiāo)商競(jìng)賽與新媒體 ................................................................................... 99
總結(jié)案例 ..................................................................................................... 100
思考 ............................................................................................................. 101
第6 章限量供貨激勵(lì) .................................................................................. 103
短缺原理 ..................................................................................................... 104
限量供貨的內(nèi)涵 ......................................................................................... 106
不限量供貨的危害 ..................................................................................... 106
限量供貨的方法 ......................................................................................... 108
總結(jié)案例 ..................................................................................................... 111
思考 ............................................................................................................. 112
第7 章促銷(xiāo)激勵(lì) .......................................................................................... 113
對(duì)經(jīng)銷(xiāo)商促銷(xiāo)的觀點(diǎn) ................................................................................. 114
對(duì)經(jīng)銷(xiāo)商促銷(xiāo)的目的 ................................................................................. 115
對(duì)經(jīng)銷(xiāo)商促銷(xiāo)的原則 ................................................................................. 118
對(duì)經(jīng)銷(xiāo)商促銷(xiāo)的工具 ................................................................................. 120
對(duì)經(jīng)銷(xiāo)商促銷(xiāo)的主要方式 ......................................................................... 124
總結(jié)案例 ..................................................................................................... 128
思考 ............................................................................................................. 130
第8 章培訓(xùn)激勵(lì) .......................................................................................... 132
建立經(jīng)銷(xiāo)商培訓(xùn)體系 ................................................................................. 133
確定經(jīng)銷(xiāo)商培訓(xùn)層次 ................................................................................. 136
確定經(jīng)銷(xiāo)商培訓(xùn)形式 ................................................................................. 140
確定經(jīng)銷(xiāo)商培訓(xùn)講師 ................................................................................. 141
編寫(xiě)經(jīng)銷(xiāo)商培訓(xùn)資料 ................................................................................. 143
總結(jié)案例 ..................................................................................................... 144
思考 ............................................................................................................. 146
第9 章員工協(xié)銷(xiāo)激勵(lì) .................................................................................. 147
客情關(guān)系 ..................................................................................................... 148
經(jīng)銷(xiāo)商庫(kù)存管理 ......................................................................................... 153
經(jīng)銷(xiāo)商價(jià)格管控 ......................................................................................... 156
經(jīng)銷(xiāo)商貨款管理 ......................................................................................... 161
經(jīng)銷(xiāo)商竄貨管理 ......................................................