368XHX--荣事达集团营销战略咨询最终报告

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1、StrictlyConfidentialTHEFINALPRESENTATIONTOBOARDMEMBERSOFRONGSHIDAONMARKETINGSTRATEGYCONSULTING(BOARDMEMBERSSUMMARY)OCTOBER12,1999HEFEISINOTRUSTMANAGEMENTCONSULTINGSINOTRUST/MCRSD991012FINALPAGE1TODAY’SAGENDAProjectProjectMarketMarketCompetitorsCompetitorsSolution&DiagnoseSolution&ImplementationRevie

2、wReviewanalysisanalysisDiagnoseanalysisanalysissuggestionsuggestionImplementationImportantImportantNoticeNoticeObjective&Objective&ContentsContentsResearchResearchToolToolScheduleScheduleSINOTRUST/MCRSD991012FINALPAGE2IMPORTANTNOTICE1ThemonetaryunitreferstoRMBunlessspecialnotice.2Thefirstmarketrefer

3、sto35majorprovincialcapitalcitiesThesecondarymarketreferstotownsorcitymarket.Thetertiarymarketreferstovillagemarket.3Thereportfocusedonwasherandrefrigerator.SINOTRUST/MCRSD991012FINALPAGE3OBJECTIVEANDCONTENTSOFTHISPROJECTsolutionsSuggestionsSuggestionsAnalyzingCompetitorsAnalyzingCompetitorsResearch

4、thewholeindustryandmarketstatusResearchthewholeindustryandmarketstatusDiagnoseproblemsofRSDDiagnoseproblemsofRSD’smarketingsystem’smarketingsystemSINOTRUST/MCRSD991012FINALPAGE4RESEARCHTOOL1:9SMODELStrategySystemsStructureStaffingSharedvalueStylesSkillsSolutionsSuggestionsSINOTRUST/MCRSD991012FINALP

5、AGE5RESEARCHTOOL2:PQMMODELworstbestEDCBAMostimportant5P24P33P12P4Leastimportant1SINOTRUST/MCRSD991012FINALPAGE6UPTONOWSINOTRUST’SCONSULTANTSHAVEFINISHED507INTERVIEWS,LISTEDASFOLLOWINGSalescompanycompetitorsSaleschannelSub-totalSalescompanycompetitorsSaleschannelSub-totalUppermanager562435Uppermanage

6、rmiddlemanagermiddlemanager363245113LowerstaffLowerstaff17616221359totaltotal21720090507SINOTRUST/MCRSD991012FINALPAGE7WEEKWEEKWEEKWEEKWEEKWEEKWEEKWEEKWEEKWEEKWEEKWEEKWEEK1WEEK6WEEK15Contents234578910111213147-Jul8-Jul11-Aug12-Sep15-Octkick-offmeetingdraftingworkplanRSDinternaldiagnosecollectingseco

7、ndinformationplanninginterviewsortingintervieweeinterviewingupperlevelofficerinterviewingregionalmanagerinterviewingbranchmanagerinterviewingsalesmanvisitingbranchfirstreportwritingfirstreportpresenta