论文部分内容阅读
要在一个由一家或几家著名品牌把持的市场上占有一席之地并逐渐扩大自己的份额,中小企业除了在产品设计、制造工艺和技术含量上狠下功夫之外,建立一个以自己品牌为中心,遍布全国市场的销售网络已经成为竞争致胜的核心步骤。在建立销售网络的过程中,中小企业要根据自身情况,首先避开与实力超群的大企业的正面冲突,运用“实地战略”取得局部市场的绝对优势后,再实施“蚕食政策”、将各个局部市场连点成线,扩线为面,据此实现建立销售网络的目标,取得市场竞争的优势。
To occupy a place in the market dominated by one or more famous brands and gradually expand their share, SMEs should, in addition to devoting their energies to product design, manufacturing technology and technical content, establish a brand-centered, Sales networks throughout the national market have become the core of the competition to win. In the process of establishing a sales network, SMEs should, according to their own circumstances, first of all avoid the positive conflicts with the large-scale large-scale enterprises and use the “real-world strategy” to gain the absolute superiority of the local market before implementing “encroachment policy” ", The various local markets, even the dotted line, expanding the line, according to the realization of the goal of establishing sales network, obtain the advantage of market competition.