服務(wù)營(yíng)銷五星電器

1、since his defeat, the ex-prime minister had gone abroad. on the following day, crawley went to the house again. the same policeman was just walking slowly past the entrance, when crawley asked the same question. though a little suspicious this time, the policeman gave him the same answer. the day af

2、ter, crawley went to the house once more and asked exactly the same question. this time, the policeman lost his temper. i told you yesterday and the day before yesterday, he shouted, mr lane was defeated in the elections. he has retired from political life and gone to live abroad ! i know, answered

3、crawley, but i love to hear you say it ! lesson84 on strike 罷工busmen have decided to go on strike next week. the strike is due to begin on tuesday. no one knows how long it will last. the busmen have stated that the strike will continue until general agreement is reached about pay and working condit

4、ions. most people believe that the strike will last for at least a week. many owners of private cars are going to offer free rides to people on their way to work. this will relieve pressure on the trains to some extent. meanwhile, a number of university students have volunteered to drive buses while

5、 the strike lasts. all the young men are expert drivers, but before they drive any of the buses, they will have to pass a special test. the students are going to take the test in two days time. even so, people are going to find it difficult to get to work. but so far, the public has expressed its gr

6、atitude to the students in letters to the press. only one or two people have objected that the students will drive too fast!lesson85 never too old to learn 活到老學(xué)到老i have just received a letter from my old school informing me that my former head- master, mr regmald page, will be retiring next week. pu

7、pils of the school, old and new, will be sending him a present to mark the occasion. all those who have contributed towards the gift will sign their names in a large album which will be sent to the headmasters home. we shall all remember mr page for his patience and understanding and for the kindly

8、encouragement he gave us when we went so unwillingly to school. a great many former pupils will be attending a farewell dinner in his honour next thursday. it is a curious coincidence that the day before his retirement, mr page will have been teaching for a total of forty years. after he has retired

9、, he will devote himself to gardening. for him, this will be an entirely new hobby. but this does not matter, for, as he has often remarked, one is never too old to learn. lesson86 out of control 失控as the man tried to swing the speed-boat round, the steering-wheel came away in his hands. he waved de

10、sperately to his companion, who had been water-skiing for the last fifteen minutes. both men had hardly had time to realize what was happening when they were thrown violent1y into the sea. the speed-boat had struck a buoy, but it continued to move very quickly across the water. both men had just beg

11、un to swim towards the shore. when they noticed with dismay that the speed-boat was moving in a circle. it now came straight towards them at tremendous speed. in less than a minute, it roared past them only a few feet away. after it had passed, they swam on as quickly as they could because they knew

12、 that the boat would soon return. they had just had enough time to swim out of danger when the boat again completed a circle. on this occasion, however, it had slowed down considerably. the petrol had nearly all been used up. before long, the noise dropped completely and the boat began to drift gent

13、ly across the water.lesson87 a perfect alibi 極好的不在犯罪現(xiàn)場(chǎng)的證據(jù)at the time the murder was committed, i was travelling on the 8.0 oclock train to london, said the man.do you always catch such an early train ? asked the inspector.of course i do, answered the man. i must be at work at 10.0 oclock. my employe

14、r will confirm that i was there on time. would a later train get you to work on time ? asked the inspector. i suppose it would, but i never catch a later train.at what time did you arrive at the station ?at ten to eight. i bought a paper and waited for the train.and you didnt notice anything unusual

15、 ? of course not.i suggest, said the inspector, that you are not telling the truth. i suggest that you did not catch the 8.0 oclock train, but that you caught the 8.25 which would still get you to work on time. you see, on the morning of the murder, the 8.0 oclock train did not run at all. it broke

16、down at ferngreen station and was taken off the line.lesson88 trapped in a mine 困在礦井里six men have been trapped in a mine for seventeen hours. if they are not brought to the surface soon they may lose their lives. however, rescue operations are proving difficult. if explosives are used, vibrations wi

17、ll cause the roof of the mine to collapse. rescue workers are therefore drilling a hole on the north side of the mine. they intend to bring the men up in a special capsule. if there had not been a hard layer of rock beneath the soil, they would have completed the job in a few hours. as it is, they h

18、ave been drilling for sixteen hours and they still have a long way to go. meanwhile, a microphone, which was lowered into the mine two hours ago, has enabled the men to keep in touch with the closest relatives. though they are running out of food and drink, the men are cheerful and confident that th

19、ey will get out soon. they have been told that rescue operations are progressing smoothly. if they knew how difficult it was to drill through the hard rock, they would lose heart. lesson89 a slip of the tongue 口誤people will do anything to see a free show-even if it is a bad one. when the news got ro

20、und that a variety show would be presented at our local cinema by the p. and u. bird seed company, we all rushed to see it. we had to queue for hours to get in and there must have been several hundred people present just be- fore the show began. unfortunately, the show was one of the dullest we have

21、 ever seen. those who failed to get in need not have felt disappointed as many of the artistes who should have appeared did not come. the only funny things we heard that evening came from the advertiser at the beginning of the programme. he was obviously very nervous and for some minutes stood awkwa

22、rdly before the microphone. as soon as he opened his mouth, everyone burst out laughing. we all know what the poor man should have said, but what he actually said was: this is the poo and ee seed bird company. good ladies, evening and gentlemen !lesson90 whats for supper ？ 晚餐吃什么？though brazil is one

23、 of the richest countries in the world, much of it has not yet been developed. it was mainly for this reason that the brazilian government decided to have a new city built 600 miles north-west of rio de janeiro. designed by the great architect lucio costa, the new city, brasilia, replaced rio de jan

24、eiro as the capital of brazif in 1960. brasilia has been carefully planned for modern living. its wide roads, which can take fourteen lanes of traffic, have been keptaway from living areas. children do not have to cross busy streets to go to school. housewives can visit-shopping centres on foot, for

25、 in these specially designed living areas, cars are unnecessary. at first, the government had great difficulty in persuading people to leave rio and to settle in brasilia. since 1960, however, the population has been growing all the time. brasilia has quickly established itself as the capital of the

26、 country. the idea to have the capital moved so far inland will have a great effect on the future of brazil.lesson91 three men in a basket 三人同籃a pilot noticed a balloon which seemed to be making for a royal air force station nearby. he informed the station at once, but no one there was able to expla

27、in the mystery. the officer in the control tower was very angry when he heard the news, because balloons can be a great danger to aircraft. he said that someone might by spying on the station and the pilot was ordered to keep track of the strange object. the pilot managed to circle the balloon for s

28、ome time. he could make out three men in a basket under it and one of them was holding field-glasses. when the balloon was over the station, the pilot saw one of the men taking photographs. soon afterwards, the balloon began to descend and it landed near an airfield. the police were called in, but t

29、hey could not arrest anyone, for the basket contained two members of parliament and the commanding officer of the station! as the commanding officer explained later, one half of the station did not know what the other half was doing ! lesson92 asking for trouble 自找麻煩it must have been about two in th

30、e morning when i returned home. i tried to wake up my wife by ringing the door-bell, but she was fast asleep, so i got a ladder from the shed in the garden, put it against the wall, and began climbing towards the bedroom window. i was almost there when a sarcastic voice below said, i dont think the

31、windows need cleaning at this time of the night.i looked down and nearly fell off the ladder when i saw a policeman. i immediately regretted answering in the way i did, but i said, i enjoy cleaning windows at night.so do i, answered the policeman in the same tone. excuse my interrupting you. i hate

32、to interrupt a man when hes busy working, but would you mind coming with me to the station ? well, id prefer to stay here, i said. you see, ive forgotten my key.your what ? he called.my key, i shouted. fortunately, the shouting woke up my wife who opened the window just as the policeman had started

33、to climb towards me.lesson93 a noble gift 崇高的禮物one of the most famous monuments in the world, the statue of liberty, was presented to the united states of america in the nineteenth century by the people of france. the great statue, which was designed by the sculptor auguste bartholdi, took ten years

34、 to complete. the actual figure was made of copper supported by a metal framework which had been especially constructed by eiffel. before it could be transported to the united states, a site had to be found for it and a pedestal had to be built. the site chosen was an island at the entrance of new y

35、ork harbour. by 1884, a statue which was 151 feet tall, had been erected in paris. the following year, it was taken to pieces and sent to america. by the end of october 1886, the statue had been put together again and it was officially presented to the american people by bartholdi. ever since then,

36、the great monument has been a symbol of liberty for the millions of people who have passed through new york harbour to make their homes in america.lesson94 future champions 未來(lái)的冠軍experiments have proved that children can be instructed in swimming at a very early age. at a special swimming pool in los

37、 angeles, children become expert at holding their breath under water even before they can walk. babies of two months old do not appear to be reluctant to enter the water, it is not long before they are so accustomed to swimming that they can pick up weights from the floor of the pool. a game that is

38、 very popular with these young swimmers is the underwater tricycle race. tricycles are lined up on the floor of the pool seven feet under water. the children compete against each other to reach the other end of the pool. many pedal their tricycles, but most of them prefer to push or drag them. some

39、children can cover the whole length of the pool without coming up for breath even once. whether they will ever become future olympic champions, only time will tell. meanwhile, they should encourage those among us who cannot swim five yards before they are gasping for air.lesson95 a fantasy 純屬虛構(gòu)when

40、the ambassador of escalopia returned home for lunch, his wife got a shock. he looked pale and his clothes were in a frightful state. what has happened ? she asked.how did your clothes get into such a mess ? a fire-extinguisher, my dear, answered the ambassador drily. university students set the emba

41、ssy on fire this morning.good heavens! exclaimed his wife. and where were you at the time ?i was in my office as usual, answered the ambassador. the fire broke out in the basement. i went down immediately. of course, and that fool, horst, aimed a fire-extinguisher at me. he thought i was on fire. i

42、must definitely get that fellow posted. the ambassadors wife went on asking questions, when she suddenly noticed a big hole in her husbands hat. and how can you explain that ? she asked. oh, that, said the ambassador. someone fired a shot through my office window. accurate, dont you think ? fortunat

43、ely, i wasnt wearing it at the time. if i had been, i would not have been able to get home for lunch. lesson96 the dead return 亡靈返鄉(xiāng)a festival for the dead is held once a year in japan. this festival is a cheerful occasion, for on this day, the dead are said to return to their homes and they are welc

44、omed by the living. as they are expected to be hungry after their long journey, food is laid out for them. specially-made lanterns are hung outside each house to help the dead to find their way. all night long, people dance and sing. in the early morning, the food that had been laid out for the dead

45、 is thrown into a服務(wù)營(yíng)銷-五星電器一、五星電器市場(chǎng)分析1、五星電器的概述五星電器成立于1998年12月18日，是百思買(mǎi)旗下全資子公司。它是一家持續(xù)增長(zhǎng)，年輕富有活力的公司，中國(guó)家電零售業(yè)前三強(qiáng)，總部位于中國(guó)南京，美麗的六朝古都。在中國(guó)江蘇、安徽、浙江、山東、河南、四川、云南七個(gè)省份擁有專業(yè)化連鎖賣(mài)場(chǎng)近170家。60000多名員工遍布中國(guó)。2、五星電器的企業(yè)文化（1）五星的愿景：讓更多的人享受快樂(lè)和舒適?。?）五星的使命：提高生活品質(zhì) 創(chuàng)造社會(huì)價(jià)值！ （3）五星的價(jià)值觀：在做的最好過(guò)程中享受樂(lè)趣！ 在挑戰(zhàn)和變化中學(xué)習(xí)、成長(zhǎng)！ 在工作中充滿激情、承擔(dān)責(zé)任！ 誠(chéng)實(shí)守信 正直謙遜！3

46、、家電市場(chǎng)狀況目前，我國(guó)家電業(yè)已呈現(xiàn)出良好的增長(zhǎng)勢(shì)頭。這種增長(zhǎng)勢(shì)頭既得益于國(guó)家繼續(xù)實(shí)施鼓勵(lì)出口的政策，有效地促進(jìn)了家電出口的健康快速發(fā)展；也得益于加入世界貿(mào)易組織后國(guó)際貿(mào)易環(huán)境的改善，擴(kuò)大了我國(guó)的出口空間；更為根本的是中國(guó)家電業(yè)已經(jīng)完全融于全球競(jìng)爭(zhēng)環(huán)境，走向國(guó)際化。銷售業(yè)發(fā)展的趨勢(shì)是大型家電連鎖店的地位不斷上升，對(duì)行業(yè)的控制能力增強(qiáng)，參與并引發(fā)了以前主要由制造商主導(dǎo)的價(jià)格競(jìng)爭(zhēng)。大型零售商憑借其廣闊的市場(chǎng)覆蓋面、采購(gòu)規(guī)模和成本優(yōu)勢(shì)，在產(chǎn)品定價(jià)、貨款交割等方面的能力日益增強(qiáng)。在多層次、多元化的中國(guó)市場(chǎng)，三四級(jí)市場(chǎng)正在成為越來(lái)越重要的細(xì)分市場(chǎng)。按照家電行業(yè)普遍的界定方式，全國(guó)市場(chǎng)可以分為四級(jí)，省會(huì)城

47、市是一級(jí)市場(chǎng)，地級(jí)城市為二級(jí)市場(chǎng)，縣城市場(chǎng)為三級(jí)市場(chǎng)，鄉(xiāng)鎮(zhèn)農(nóng)村市場(chǎng)為四級(jí)市場(chǎng)。這樣一來(lái)，我們可以發(fā)現(xiàn)全國(guó)有地級(jí)市600個(gè)左右，縣級(jí)市2800多個(gè)，有不少于5萬(wàn)個(gè)的鄉(xiāng)鎮(zhèn)，三四級(jí)市場(chǎng)蘊(yùn)藏著巨大的消費(fèi)潛力，同時(shí)也呈現(xiàn)出極為零星分布的特點(diǎn)。二、五星電器的市場(chǎng)定位1、產(chǎn)品定位如果說(shuō)黑白電視是一個(gè)時(shí)代需求型消費(fèi)的典型，那么平板電視就成了一個(gè)時(shí)代個(gè)性時(shí)尚消費(fèi)的代表，如同服飾消費(fèi)一樣，從一上市就打上了時(shí)尚烙印的平板電視，也以外觀設(shè)計(jì)的不斷變化引領(lǐng)著一波又一波的彩電時(shí)尚。在注重品質(zhì)消費(fèi)時(shí)代，如何將家電的流行情報(bào)快速告訴消費(fèi)者？五星電器注重與家電品牌商互動(dòng)形象推廣，結(jié)合品牌定位做營(yíng)銷?！靶缕飞鲜械臅r(shí)候，會(huì)給我們提

48、供賣(mài)場(chǎng)內(nèi)比較好的位置進(jìn)行形象展示，平時(shí)會(huì)將我們的品牌形象與五星品牌形象一起，用掛旗、地貼等形式向消費(fèi)者進(jìn)行展示?！毕钠丈藤Q(mào)中國(guó)有限公司上海支店長(zhǎng)喻非說(shuō)，雙方的這種攜手宣傳對(duì)品牌推廣起到了很好的作用，在五星電器夏普的高端大屏液晶電視銷售一直都不錯(cuò)。重大節(jié)日大型促銷活動(dòng)中，五星電器也會(huì)針對(duì)品牌的不同定位，推出合適的套餐搭配，給消費(fèi)者提供個(gè)性化服務(wù)。如今年“五一”推出了黑電與白電聯(lián)合促銷活動(dòng)中，五星電器將套餐消費(fèi)分成了豪華型、經(jīng)濟(jì)型、普及型等不同檔次，當(dāng)時(shí)把夏普液晶電視歸入了豪華型套餐。喻非說(shuō)，完全從品牌定位出發(fā)，活動(dòng)就像是為夏普量身定做的，這次活動(dòng)的銷售業(yè)績(jī)相當(dāng)不錯(cuò)。目前，夏普在五星秋濤店和文三店

49、都開(kāi)設(shè)了30平方米的展示廳，消費(fèi)者在這兩家店都能及時(shí)看到一些高端新品。近日，夏普董事長(zhǎng)也造訪了五星電器總部，雙方就明年的戰(zhàn)略合作達(dá)成了新意向。五星電器將夏普彩電列為2009年重點(diǎn)推廣品牌，優(yōu)先考慮進(jìn)店及資金使用，家電顧問(wèn)將把夏普彩電的優(yōu)勢(shì)更好地傳達(dá)給消費(fèi)者，夏普全球最超薄系列的液晶電視也在五星電器同步上市。2、價(jià)格定位傳統(tǒng)家電方面以低價(jià)為主，也有高端消費(fèi)客戶。3、服務(wù)定位(1)五星物流全系統(tǒng)推廣廂式貨車(chē) 同時(shí)從上個(gè)月開(kāi)始，五星電器全系統(tǒng)廂式貨車(chē)將完成統(tǒng)一新形象的更新，這一換新過(guò)程將到10月中下旬完成。不僅僅是車(chē)身漂亮了，配送車(chē)型上五星電器也選擇了更先進(jìn)的城市輕型廂式車(chē)逐步替換原有老式小貨車(chē)！

50、上半年五星電器南京分部已率先更型了福田歐馬可廂式貨車(chē)，進(jìn)入9月以來(lái)，各分部均加快了更型步伐，近期在無(wú)錫、蘇州、杭州、南通及其它省外的五星電器銷售重點(diǎn)城市都將看到這種統(tǒng)一五星標(biāo)識(shí)的廂式貨車(chē)。采用廂式貨車(chē)的優(yōu)點(diǎn)在于運(yùn)輸安全可靠，對(duì)電器損傷較小。與裸露的汽車(chē)運(yùn)輸相比，廂式汽車(chē)的防護(hù)條件好，特別是避免了刮風(fēng)下雨等氣候變化對(duì)電器的損傷；同時(shí)，由于廂式汽車(chē)運(yùn)輸是封閉式運(yùn)輸，能夠減少貨物被盜的損失，大大提高了貨物運(yùn)輸?shù)陌踩浴４舜挝逍请娖鞣?wù)中心在物流全系統(tǒng)推廣廂式貨車(chē)及統(tǒng)一車(chē)身廣告對(duì)公司服務(wù)形象也起到了良好的提升作用。(2)五星配送車(chē)輛安裝gps定位儀以前，長(zhǎng)途調(diào)撥車(chē)何時(shí)到一個(gè)倉(cāng)庫(kù)，何時(shí)到下一個(gè)倉(cāng)庫(kù)，何時(shí)

51、返回，很難控制和預(yù)料；裝了gps后，車(chē)輛何時(shí)到達(dá)，何時(shí)返程能準(zhǔn)確預(yù)估。從08年9月開(kāi)始，五星電器服務(wù)中心物流部門(mén)正式與南京一家gps公司合作開(kāi)發(fā)五星物流配送車(chē)輛gps調(diào)度系統(tǒng)。據(jù)了解，該系統(tǒng)目前已經(jīng)在南京進(jìn)行試點(diǎn)，部分零售配送車(chē)輛和長(zhǎng)途調(diào)撥車(chē)輛上已經(jīng)安裝了gps定位儀，同時(shí)gps調(diào)度管理系統(tǒng)的改進(jìn)、完善工作也正式開(kāi)始。 五星電器服務(wù)中心負(fù)責(zé)人介紹，gps調(diào)度系統(tǒng)是目前先進(jìn)物流企業(yè)的運(yùn)作必備工具，首先是定位功能，可以實(shí)時(shí)掌握車(chē)輛的運(yùn)行位置、狀態(tài)等，極大方便對(duì)配送過(guò)程的監(jiān)控，以及到達(dá)時(shí)間的掌握。4、消費(fèi)者定位（1）面向大眾消費(fèi)群體。（2）小資白領(lǐng)、前衛(wèi)青年、小康家庭夫婦、商務(wù)人士、企業(yè)精英。居住在

52、中高檔住宅小區(qū)，、對(duì)品牌敏感，對(duì)生活品質(zhì)有一定要求。時(shí)尚數(shù)碼的消費(fèi)者多為年輕白領(lǐng)，影音商品消費(fèi)群體多為成功人士和新居人群，小家電和廚衛(wèi)家電消費(fèi)群體多為小康家庭夫婦。另外還有部分顧客有購(gòu)買(mǎi)限量奢侈家電的需求。這些顧客對(duì)價(jià)格不敏感，對(duì)一般性促銷也不敏感，一般會(huì)選擇人流較少的時(shí)間段進(jìn)行購(gòu)購(gòu)買(mǎi)，注重購(gòu)物環(huán)境和產(chǎn)品。 三、五星電器的競(jìng)爭(zhēng)分析1、競(jìng)爭(zhēng)者（1）現(xiàn)有競(jìng)爭(zhēng)者：蘇寧電器、國(guó)美電器（2）潛在競(jìng)爭(zhēng)者：其他小牌家電連鎖企業(yè)2、swot分析法分析五星電器（1）優(yōu)勢(shì)：價(jià)格優(yōu)勢(shì)撼人心促銷優(yōu)勢(shì)引關(guān)注打折、贈(zèng)品、套餐等活動(dòng)項(xiàng)目樣樣具備。五星電器巨資購(gòu)買(mǎi)了大量贈(zèng)品，讓顧客買(mǎi)即有贈(zèng)品，來(lái)即有贈(zèng)品。前50名購(gòu)買(mǎi)數(shù)碼產(chǎn)品

53、的消費(fèi)者更有驚喜禮品贈(zèng)送；買(mǎi)電腦送電腦桌、攝像頭、vcd包、耳麥；買(mǎi)手機(jī)送充電器、可樂(lè)、餐具；買(mǎi)相機(jī)送相機(jī)包、存儲(chǔ)卡讓每件商品都物超所值。服務(wù)優(yōu)勢(shì)贏顧客服務(wù)一直是五星電器的重頭戲，其獨(dú)有的家電顧問(wèn)服務(wù)將一如既往的站在顧客立場(chǎng)出謀劃策。另有兩小時(shí)準(zhǔn)時(shí)配送、貼心保、包裝代保管服務(wù)。讓顧客解除消費(fèi)的后顧之憂。（2）劣勢(shì)：蘇寧電器位于新街口最便捷之地，五星和它離的較近。五星電器對(duì)于投訴問(wèn)題的解決方案差強(qiáng)人意。（3）機(jī)會(huì)生活水平的提高，人們對(duì)電器的需求量大增國(guó)家政策的支持世界一體化的加強(qiáng)，經(jīng)濟(jì)交流加深（4）威脅蘇寧電器的發(fā)展國(guó)美電器的發(fā)展其他小牌家電連鎖企業(yè)的發(fā)展新街口是繁華地帶，其它各類電器賣(mài)場(chǎng)的出現(xiàn)

54、及發(fā)展3、解決方法（1）質(zhì)量：保證電器產(chǎn)品的質(zhì)量，使顧客買(mǎi)的放心、用的安心。盡可能的給顧客實(shí)惠，讓顧客感到物有所值，要在顧客心中形成本店物美價(jià)廉的良好印象。（2）人員：對(duì)于人員的要求都有統(tǒng)一的規(guī)定，如果售后服務(wù)員工累計(jì)被投訴達(dá)次以上就被開(kāi)除。（3）環(huán)境：營(yíng)造出良好的環(huán)境，使顧客輕松購(gòu)物，體驗(yàn)賣(mài)場(chǎng)的美好氛圍。（4）宣傳：可以在報(bào)紙上登五星電器的環(huán)境，所處的位置，吸引消費(fèi)者的光顧。讓顧客從心理上獲得一種“尊貴”的滿足。（5）合理處理顧客投訴：一傾聽(tīng)，二交談，三分析，四道歉，五解釋，六處理，七改善。另外，對(duì)處理過(guò)的投訴進(jìn)行適時(shí)的客訴回訪。（6）其它：店可以提供一個(gè)享受型的購(gòu)物環(huán)境，硬件精良、裝修時(shí)尚

55、大氣、考慮設(shè)立咖啡廳，讓顧客在喝咖啡的同時(shí)完成刷卡消費(fèi)。不必在收銀臺(tái)排隊(duì)等候。四、五星電器的服務(wù)營(yíng)銷分析1、營(yíng)銷組合（1）團(tuán)購(gòu)（2）套餐購(gòu)買(mǎi)2、營(yíng)銷方案：產(chǎn)品策略、價(jià)格策略、促銷策略、宣傳策略。（1）產(chǎn)品策略：與海爾、lg、松下電器、西門(mén)子、飛利浦等電器大品牌合作。（2）價(jià)格策略：以低價(jià)喜迎顧客。（3）促銷策略：節(jié)假日打折、現(xiàn)金返券、贈(zèng)品等。（4）宣傳策略：進(jìn)行立體化宣傳，突出五星的特性，讓消費(fèi)者從感性上對(duì)五星有一個(gè)認(rèn)識(shí)。讓消費(fèi)者認(rèn)識(shí)到我們會(huì)給他的創(chuàng)造一個(gè)讓他享受生活的家。3、保持占有率的方法 超值服務(wù) 贈(zèng)品 家電顧問(wèn) 購(gòu)買(mǎi)家電套餐讓利4、服務(wù)質(zhì)量（1）提高服務(wù)質(zhì)量的方法 差異化，創(chuàng)新一種“不

56、同” 2009年五星電器新街口店重裝，給消費(fèi)者帶來(lái)的一個(gè)驚喜是以手機(jī)為代表的3c產(chǎn)品實(shí)現(xiàn)了開(kāi)架銷售，“體驗(yàn)”第一次被消費(fèi)者真正地感受到。這在新街口家電連鎖賣(mài)場(chǎng)中成為第一個(gè)“吃螃蟹”的門(mén)店。已經(jīng)逐步融入美國(guó)思買(mǎi)營(yíng)銷體系和營(yíng)銷思路的五星電器，看到了3c產(chǎn)品“體驗(yàn)式銷售”的前景，于是在新街口店跨出了嘗試的第一步。事實(shí)證明，僅在2009年，五星電器新街口店的手機(jī)銷售就實(shí)現(xiàn)了40%的營(yíng)銷增長(zhǎng)，3c產(chǎn)品完全開(kāi)架銷售和體驗(yàn)式服務(wù)也“席卷新街口乃至南京幾乎所有家電連鎖賣(mài)場(chǎng)，以至于現(xiàn)在這一模式已經(jīng)成為家電連鎖旗艦店的普遍格局”。 新形式，媒體合作的“效益” “重裝甩賣(mài)不是五星電器的創(chuàng)造，不過(guò)讓重裝甩賣(mài)擺脫簡(jiǎn)單的

57、打折和贈(zèng)送，五星電器的媒體合作營(yíng)銷卻是創(chuàng)新。”五星電器近年來(lái)在重大節(jié)點(diǎn)的營(yíng)銷活動(dòng)中先后與18頻道、教科頻道等進(jìn)行過(guò)深度營(yíng)銷合作，此次重裝還將與網(wǎng)絡(luò)媒體“house365”合作，進(jìn)行網(wǎng)絡(luò)“線上和線下”的互動(dòng)營(yíng)銷，“我們甚至可以把網(wǎng)絡(luò)用戶的積分在五星電器折換為抵用券，”與媒體合作營(yíng)銷，是在借助媒體廣告的基礎(chǔ)上，雙方開(kāi)放客戶資源。 目前家電賣(mài)場(chǎng)中的大宗銷售和套裝銷售，基本上還是依賴于新居裝修客戶的購(gòu)買(mǎi)，這樣的營(yíng)銷比重在逐步提高，因此這次與“house365”的合作，將充分利用其在家居、家裝領(lǐng)域中的廣泛影響力和受眾聚合度，為五星電器準(zhǔn)確地找到目標(biāo)客戶；而五星電器也將通過(guò)力度強(qiáng)勁的讓利促銷，把真正的優(yōu)惠落實(shí)到目標(biāo)客戶的購(gòu)買(mǎi)行為中。“不要小看形式的變化，這其中有大效益，也只有依賴創(chuàng)新型的思維才能夠去達(dá)成?！?百思買(mǎi)，影響力正在逐步顯現(xiàn) 百思買(mǎi)是個(gè)非常成熟的國(guó)際家電連鎖企業(yè)，它有著成熟的戰(zhàn)略思路和精確的市場(chǎng)研判。百思買(mǎi)獨(dú)資五星電器之后，在中國(guó)市場(chǎng)堅(jiān)持了五星電器的自主發(fā)展，延續(xù)了其在中國(guó)“腹地”比較穩(wěn)固的市場(chǎng)份額。這就避免了在對(duì)中國(guó)市場(chǎng)了解不深的情況下盲目決策的風(fēng)險(xiǎn)。 “百思買(mǎi)是經(jīng)歷過(guò)國(guó)際家電連鎖業(yè)快速擴(kuò)張的過(guò)程的，有經(jīng)驗(yàn)也有教訓(xùn)。那種現(xiàn)在在國(guó)內(nèi)大量開(kāi)店，效益不好又大量關(guān)店的折騰，百思買(mǎi)不會(huì)重蹈覆轍?！标惪偨榻B，百思