卫浴企业小区推广渠道研究—以mba卫浴为例
mba卫浴科技有限公司，是一家专业从事整体卫浴产品研发、生产和销售的企业。mba卫浴本着“原创卫浴大师”的品牌定位，致力于为人类提供卓越用水终端的解决方案。现在我们已经进入了后终端时代，消费者的消费模式发生了巨大的变化，“酒香不怕巷子深”的时代已经一去不复返，全面营销推广的时代已经来临，而小区推广作为营销推广的重要手段，具有投入低、收效快、效果显著等的特点，是卫浴企业提升盈利的重要途径之一。
本文对卫浴行业、公司发展环境的分析，提出了mba卫浴所面临的问题：如何提升单店盈利能力，小区推广模式单一。
本文利用SWOT分析法、消费者行为学理论、营销传播组合理论、推销学原理、市场调研原理等市场营销学理论作为分析的理论工具，采用理论联系实际的研究方法，深入研究mba卫浴在小区推广模式的推广策略及存在的问题。最后结合实际工作经验和其他卫浴公司的成功案例，总结出一套完善的小区推广操作流程及方法：A建立小区推广队伍、B建立楼盘档案、C楼盘分类、D评估并确定进驻、E物业管理公关、F进驻准备、G正式进驻、H接待与介绍工作、I扫楼、J参观预定登记与确认、K旗舰店接待、L家装课堂、O接受预定、P团购、Q小区回访、R口碑宣传；还有与家装公司的合作方式，相互配合来做好小区推广工作。
关键词：mba卫浴 小区推广 流程
Abstract
ABM sanitary ware technology limited company is a professional enterprise specializing in the R&D, production and sales of the united bathroom products.Adhering to the "The original design master" brand orientation, ABM is committed to providing excellent solutions for future water application.We have entered the late-terminal end period,and the consumption pattern of the consumers has been earth-shaking changes. The time of "Ripe wine not afraiding of deep lanes " has gone, while comprehensive marketing era has arrived.However, being the important mean of the marketing promotion,the community promotion is one of the significant ways to promote the profit of sanitary ware enterprise,with the characteristics of low inputs, fast and effective results.
This article aims to analyse the developing environment of the sanitary industry and to propose the facing problems of ABM: How to improve store profitability? How to deal with the situation of the single way of the community promotion?
Using analysis theory tools such as SWOT, Theory of Consumer Behaviour, Marketing Communication Portfolio Theory, Sales Strategies Theory and Principles of Marketing Research,and adopting a studying method which links the theories and practices, this thesis makes an in-depth study on the promotion strategies of the community promotion and the existent problems of ABM. At the end,it connects with the actual work experience and some success stories of other sanitary ware company to summarize a complete set of operational processes and methods to help the community promotion. Such as the following processes and methods: A.Establishing some community promotion teams.B.Building up real estate archives. C.Property classification. D.Evaluating and determining the presence.E.Property management PR. F.Stationed in preparing.G. Official stationed in.H.Receiving and introducing work.
I. Visiting every floor. J.Visit and scheduled registration and confirmation. K.Flagship store reception.L.House ornamentation class. M.Booking Available. N.Group purchase.
O.Return visit of community. P.Mouth advertising.
Furthermore, there are still some cooperation ways with house ornamentation and interact with each other to make the promotion work in a good way.
Key words:ABM Sanitary Ware, Community Promotion, Processes
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