苏宁电器营销策略分析(1)
Secondly Suning has reached an exclusive underwriting cooperation with Whirlpool, Pioneer, Electrolux, Philips and other brands related categories, integration of resources with the sole underwriter mode, efficient collaboration, precision marketing features, make the relevant category to get the high-speed growth.
促销(promotion)策略
1、Advertising Strategy
(1) celebrity endorsements
April 2007, Suning Appliance according to their brand positioning and brand appeal, inviting Pan and Sun Li made Brand Ambassador, creating a home appliance chain enterprises precedent for the use of celebrity endorsements, Suning appliance marketing innovation become new persons. In 2010, Suning Appliance invited Huang Xiaoming and Wang Luo Dan as the new spokesperson. Wang two yellow star from the 2010 Spring Festival began advertising uninterrupted playback, increase consumer impression.
苏宁电器营销策略分析
第三组成 彭璐 0 汪欢 0 杨璐 0 张世贤 0
苏宁电器发展状况
苏宁电器于1990年创建于江苏南京,是中国3C(家电、电脑、通 讯)家电连锁零售企业的领先者。打着“至真至诚、苏宁服务”的口号, 苏宁电器致力于为消费者提供多品种、高品质、合理价格的产品和良好的 销售与售后服务,强调“品牌、价格、服务一步到位”。苏宁电器目前经 营的商品包括空调、冰箱、彩电、音响、小家电、通讯、电脑、数码八个 种类,近千个品牌,20多万个规格型号。苏宁电器一直坚持“专业自营” 的服务方针。以连锁店服务为基石,每进入一个地级以上城市,苏宁都配 套建设了物流配送中心、售后服务中心和客户服务中心,为消费者提供方 便快捷的零售配送服务,全面专业的电器安装维修保养服务,热情周到的 咨询受理回访服务,苏宁电器竭诚为消费者提供全程专业化的阳光服务。
无论是在传统渠道,还是网络渠道,苏宁电器的产品会打出“限时抢 购”、“秒杀”的字样,以低价格吸引消费者眼球,聚众效应增加人气,有 利于苏宁电器的连带销售。
(4)家电下乡,以旧换新 Home appliances, trade
苏宁电器响应国家家电下乡政策,对有农村户口的消费者,其享受国家 家电下乡政策13%的补贴以及实行以旧换新的政策。
从4P角度,对苏宁营销模式进行分析: •产品Product 价格(Price)策略 促销(Promotion)策略 渠道(Place)策略
产品(products)策略
Product variety
First Suning Appliance pursue product diversification and the introduction of Fexclusive brands. Currently, Suning management of goods including air conditioning, refrigerator, washing machine, color TV, video, small appliances, communications, computers, digital, eight categories (including independent product), thousands of brands, more than 20 million standard models. Expanding its product diversity to diversity.
(2) Outdoor media
In addition to television advertising, Suning Appliance also put in outdoor advertising, online media advertising, as well as newspapers. It is worth mentioning that in 2011 the National Day, Suning Appliance stores hanging on the facade of a large poster, shot a advertising gimmick, "National pretty sight Suning, Suning Skyworth see the play."
还有就是收购镭射,辐射全港,与银行合作,发行苏宁信用卡等推广。
3、人员销Leabharlann Sales staff苏宁电器由其管理人员、销售人员、货物渠道配送员、售后服务人员组 成,把“了解市场”变成了整个苏宁电器对员工的要求。除了激励之外,苏宁 电器内部也制定有系统的人才计划,这个计划在苏宁电器内部叫“1200工程”、
In addition to selling its products outside of the service is its main product;
Customer satisfaction is the ultimate goal Suning services. From that point, Suning aware of the final product is to be sold to consumers, while insisting that customer satisfaction is the key to business sales growth decisions
(2)附送赠品 free gif
苏宁另一大亮点就是每逢元旦、春节、国庆、店庆扽重大日子,苏宁电器都 会举行隆重的特卖会,在特卖会现场,除了看到国内外品牌的特价优惠产品 外,在购买结束后,凭购买发票领取相应的赠品,赠品都是家庭日用的必需 品,所以得到家庭主妇的青睐。
(3)限时特卖会limit the sale will be
“蓝领工程”。 (1)提升区域督导的素质Improve the quality of regional supervisors
苏宁电器为了更好的提升在职督导的整体素质、综合能力和业务管理水 平,提高终端销售人员的执行力与团队合作能力,组织大区在职督导进行了业 务知识培训。由大区营销体系、财务体系、服务体系、职能体系等部门负责人 担任培训讲师,对各体系重点工作进行培训及讲解,让参训人员更清晰的了解
截至2009年,苏宁电器连锁网络覆盖中国大陆30个省,300多个城市、 香港和日本地区,拥有1000家连锁店,80多个物流配送中心、3000家售后 网点,经营面积500万平米,员工12万多人,年销售规模1200亿元。品牌价 值455.38亿元,蝉联中国商业连锁第一品牌。名列中国规模民企前三,中 国企业500强第54位,入选《福布斯》亚洲企业50强、《福布斯》全球2000 大企业中国零售企业第一。
价格(price)策略
Suning marketing strategy, not difficult to find its flexible price movements, as well as at different times around the price adjusted accordingly done a lot. 1、More than one ending with pricing To attract consumers, most goods are to ending the internal pricing. In order to attract consumers. Seize more than general consumers covet cheap, seemingly less than 100 less than 200, and priced accurately 2、Attract Pricing To a product in a certain period or holidays through promotions to similar products selling at very low prices, is to attract customers to come head to promote the sale of other products. 3 、prestige pricing For consumers to pay for psychological, high quality products will be expensive, especially brand new functional products. Elsewhere little or no new features in the product, because the contrast is small, the high price in the similar products, similar prices, Suning up promotional efforts to do so that consumer satisfaction is very reassuring, worry and effort, so that more customers back .