Business (Era) Background:
Consumers' consumption habits have changed, and consumers' consumption paths have changed.
Industry competition has changed, business models have changed, and marketing tools have changed.
The tools and channels for customers to understand the product have changed, everything is changing, and in the era of change, how to take advantage of the trend and continue to maintain the leading way in the industry
1. Top 10 puzzles for Chinese enterprise brand channels to attract investment.
1.Are you selling products that lack effective marketing;
2.Do you want to update your channels but have a hard time deciding?
3.Do you have insufficient corporate capital and insufficient investment in marketing management?
4.Do you want to motivate your dealers to give it their all, but you don't have an effective way to do it?
5.Have you done a lot of marketing consulting at a high cost, but the results are difficult to evaluate?
6.Do you need a marketing method that can help your business save a lot of advertising and merchandising costs?
7.Are you not professional enough in the construction of channels, so that investment promotion has become "injury", the market has not been opened, and you are already "anemic"?
9.Do you hold investment conferences, order fairs, and product briefings, but you don't know how to expand your brand effect and increase orders?
10.Do you urgently need perfect planning before the meeting, efficient execution during the meeting, on-site locking and closing, continuous development after the meeting, effective promotion of tracking management, and an urgent need for a successful and effective investment promotion system?
Second, the background of the times and the general pattern of current affairs.
1.In the era of selling experiences, are you still selling products?
2.In the era of big marketing, are you still doing sales?
3.In the era of selling user demand, are you still selling goods?
4.In the era of selling user value, are you still selling?
5.In the era of integrated marketing, are you still fighting alone?
6.In the era of selling business models, are you still selling sales policies?
7.In the era when software determines hardware, are you still doing enterprise hardware alone?
8.Those who do not seek the overall situation are not enough to seek a domain, non-strategy and not leading, non-experience and not marketing, non-system and unwinning, are you ready?
Course benefits: Quickly develop the market channels of the enterprise, double the performance and double the profit.
Quickly realize a large amount of corporate cash flow and find high-quality strategic partners.
Establish a set of channel management and control mode suitable for the enterprise to effectively promote channel distribution.
Through the study of this course, master a set of systematic practical "investment model".
From the top-level design of investment promotion, model market building, investment promotion replication, new product listing and other different investment promotion methods, in an all-round way, we will take you into the "blue ocean world" of channel fast construction and investment promotion
Course duration: 2-3 days, 6 hours per day.
Course target: chairman, shareholders, general manager, first-class hands, corporate decision-makers.
Course method: lecturer lecture + deduction + case study + role play + lecturer review.
Course features: 1. Practicality: investment promotion program course.
Planning thinking, consultative coaching and teaching.
It is not only to double the sales of enterprises, but also to change the efficiency of enterprises.
Investment promotion: How to quickly multiply performance and profit through investment promotion channels?
Senior investment experts: sincerely share their core methods and experience of "investment promotion".
It is not only the skills, methods, and strategies that are implanted into the enterprise, but also the brand investment strategy system.
2. Differences: Unique practical teaching methods, unique practical experience and methods.
Practical experience and methods: teaching + case study + investment formula + practical exercise, experience and methods, unique.
New investment wisdom: simple, effective, practical, practical, contrary to the traditional investment strategy thinking that is difficult to land.
Unexpected takeaways: Instead of giving solutions to problems, create replicable patterns.
Enterprise competitive strategy upgrading: not only limited to marketing strategy upgrading, but also enterprise competitive strategy system upgrading.
Optimize the enterprise ecosystem: Value-added services to make your enterprise software not soft. The hardware is more powerful.
3. Uniqueness: The system has landed, and the performance has skyrocketed.
Help you solve the following problems:
1.How to formulate enterprise investment strategy in the new trend, new humanities and new competitive environment?
2.In the era of mobile Internet, the marketing model of enterprises. Delivery model. How to innovate and upgrade the profit model?
3.How to lock the "mind" of users, so that they think about me when they don't buy, and choose me when they buy?
4.The competition is becoming increasingly fierce, the layman beats the insider, and the enterprise is in crisis, how to improve the model and grasp the core competitiveness
5.How to use the ecosystem investment strategy to achieve product promotion, user experience, brand expansion and ecological circulation?
Course outline. Lecture 1: Top-level Design of Investment Promotion: How to Change the Momentum of Traditional Enterprises?
Module 1: Iteration, Everywhere (Why Transform).
1.Visible subversion: the giant falls, but the body is still warm.
2.Invisible disruption: those traditional businesses that have quietly disappeared.
3.Subversives often come from barbarians who break in out of nowhere.
4.There are 4 major failures of traditional business.
5.The cross-border logic of Internet giants such as BAT.
Module 2: Iterative Logic (Who Needs to Transform).
1.Technical characteristics and essence of mobile Internet.
2.What kind of industry is easy to be subverted across borders?
3.What types of enterprises are susceptible to cross-border disruption?
4.How far is your business from being disrupted?
Module 3: Investment Strategy.
1.Entrepreneurial thinking in investment strategy.
2.The purpose and model of the investment strategy.
Investment model replication
1) Shift from operating products to operating users.
2) Shift from running a business to running a business.
3) From business to business value.
4) Shift from a business selling point to a business experience.
Lecture 2: Investment Thinking.
1.Customer value thinking.
2.From enterprise-led to market-led thinking.
3.Single-store profitability and model market construction marketing thinking.
7 keys to value innovation
1) Look at the market outside the market.
2) Look beyond the competition and look at the competition.
3) Jump out of the user to see the user.
4) Jump out of the product to see the product.
5) Jump out of the industry to see the industry.
6) Jump out of the function to see the function.
7) Look beyond emotions and look at emotions.
Case:Yake v9: It was found that the SARS incident needed vitamin supplementation.
Case:Coconut Island Deer Turtle Wine: Discover Father's Tonic Wine.
Case:Apple: Discovered the entertainment value of mobile phones.
Case:Wang Laoji: Discover drinks to prevent fire.
Case:Uniqlo, Zara, H&M: discover fast fashion.
Case:Vancl Eslite: Found lazy man + goods to try on.
Case:SF Express: Finding the Mechanism Defects of the Post.
5.The fundamental task of marketing is to perceive opportunities.
The new needs of the post-80s and post-90s generations have given birth to new markets. New business opportunities: The market is not saturated, but only depends on whether there is the ability to find opportunities and create opportunities.
Lecture 3: Investment Strategy.
1.Policy formulation for investment projects.
2.Product value shaping.
3.The design of the deal.
Key strategies for attracting investment
1) Affective strategy.
2) Story strategy.
3) Packaging strategy.
4) Efficacy strategy.
5) Preemptive strategy.
6) Slogan strategy.
7) Pricing Strategy.
8) Channel strategy.
9) Origin strategy.
10) Correlation Strategy.
11) Event Strategy.
Lecture 4: Investment Promotion.
1.Deal formula.
2.Transaction personnel requirements and standards.
3.Transaction atmosphere is created.
Play with the planning of four or two dialing a thousand pounds
1) A good name reduces the cost of dissemination.
2) Good categories reduce the cost of communication.
3) Good slogans reduce the cost of communication.
4) Good signs reduce the cost of propagation.
5) Good packaging reduces the cost of communication.
6) Good ** to reduce the cost of transmission.
7) A good image reduces the cost of communication.
8) Good culture reduces the cost of communication.
9) Good concepts reduce the cost of communication.
10) Good advertising reduces communication costs.
Lecture 5: The organization and planning process of the investment promotion association.
1.Pre-conference workflow and arrangement.
2.In-meeting workflow and arrangement.
3.Post-meeting workflow and arrangement.
Lecture 6: The construction of the investment team.
1.Investment team building and training.
2.The mobilization meeting of the investment promotion team.
3.Clarify the strategic objectives of investment promotion.
4.Break down the goal and assign responsibility to the person.
Lecture 7: Investment Roadshow.
1.External skills of investment promotion speech.
2.The intrinsic skills of investment promotion speeches.
3.Investment theme design.
4.Opening design for investment promotion.
Investment promotion and transaction design
1) Ways to get there.
Case Study
Panel discussion
2) Tool application.
3) Mentoring.
Lecture 8: Analysis of successful investment promotion plan.
1.Case analysis of successful investment promotion.
The mentor commented on the on-site to guide the entrepreneur's investment plan
1) Ways to get there.
2) Case study.
3) Tool application.
4) Group discussions.
5) Expert consultation.