论文部分内容阅读
谈判从一开始就陷入了僵局,分歧的焦点在于总体策划的报价上。按理说,一家年销售额超过三千万的家用电器专营商店,在整个夏季空调销售旺季时,投入60万广告费根本不能算多。更何况这次总体广告策划是围绕促销主题进行的。但对方李总始终认为我们的报价偏高,他的商店难以承受。可事实上我们为赢得这次广告代理,已经把代理费降到了8%以下,而且成立了课题组,目光并不在于眼前的8%,而是放在冬季广告及明年整年度的广告代理上。因而这60万元广告代理费,实在是没什么油水的。
Negotiations were deadlocked from the outset, and the focus of the disagreement was on the overall planned price. It stands to reason that a household electrical appliance franchise store with an annual sales volume of more than 30 million will not be able to invest more than 600,000 advertising fees during the peak sales season of air conditioners throughout the summer. What’s more, this overall advertising plan is centered around promotional themes. However, the other side always believed that our quotation was high and his store was unbearable. Actually, in order to win this advertising agency, we have lowered the agency fee to less than 8%, and set up a task force that does not focus on the immediate 8%, but on winter advertising and next year’s advertising agency. . Therefore, this 600,000 yuan advertising agency fee is really nothing.