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主持人语:低成本快速开拓空白区域市场是多数企业对空白区域的开拓策略。“低成本”是一个相对概念,并不是说花的钱越少越好,而是指最低的投入风险。区域经理必须明白,企业从来不怕对市场进行投入,而是担心收不回投入,没有必胜的把握。“快速”并不是指一朝一夕,而是一个阶段性概念。对于如何低成本快速开拓空白区域市场这样一个复杂而又重要的问题,一本书也不一定能说清楚。通过本专题,我们主要想达到这样的目的:为区域经理提供一套开拓空白区域市场的运作思路——战略布局、战术摸索、模式推广,以及每个环节要注意的问题。由于篇幅有限,在这组文章里我们只讲了一些共性的问题,具体的操作方法还要区域经理根据所在的行业、所在的企业以及所负责区域市场的实际情况进行总结。
Moderator’s words: Low-cost and rapid development of blank areas The market is the most open strategy for blank spaces. “Low cost” is a relative concept. It does not mean that the less money you spend, the better, but the lowest input risk. The regional manager must understand that companies are never afraid of investing in the market, but are worried that they will not be able to recoup their investment and that they will not win. “Quick” does not mean overnight, but a staged concept. For a complex and important issue such as how to quickly open up a blank area market at low cost, a book may not be able to say clearly. Through this topic, we mainly want to achieve this goal: to provide regional managers with a set of operational ideas to open up a blank market - strategic layout, tactical exploration, mode promotion, as well as issues that need attention in every aspect. Due to limited space, in this group of articles we only talked about some common problems. The specific operation method also needs the regional manager to summarize according to the industry, the company where it is located, and the actual situation of the responsible regional market.