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招商是企业的第一次营销,要把招商行为放在企业的战略高度上来认识,我们今天所面对的经销商,跟企业一样是行业专家,甚至比很多企业还专业,他们经常要同时接触很多家同类企业,怎么说服经销商就往往成为企业成功营销的第一步。企业招商走迷城招商作为确立竞争优势的手段,本可以让企业达到快速占领市场的目的,但是,招商目前事实上已经走入了一个困境,很多招商企业陷于迷城之中。一方面是铺天盖地的招商广告,不分大小重点,胡子眉毛一起抓。如2002年有一个产品在全国20多个省会级城市的有线电视台通过电视专题片进行招商,产品还没有上市,招商费就已花了三五百万元。一方面是千篇一律的广告词,耳边回响的总是大家熟悉的口号:“打造巨富新生代”、“成就100个千万富翁”、“创造××产业的奇迹”。这些话第一次讲会有人信,多讲几次大家就是质疑的态度了。在众多企业争夺眼球的情况下,怎么在这众多广告中跳出来,让经销商和行业的合作伙伴看到它,这是一个非常重要的问题。但许多企业招商行为本身上的误导问题,招商形式和招商方法的单一、雷同,供销双方对话平台的缺失和错位,
Merchants are the first marketing of an enterprise. We should recognize that the investment promotion activities are conducted at the strategic level of the enterprise. The dealers we face today are experts in the same industry as the enterprises, and are even more professional than many enterprises. They often have to contact at the same time Many home like companies, how to convince the dealer often become the first step in the success of business marketing. Investment Merchants go crazy City investment as a means of establishing competitive advantage, could have allowed enterprises to achieve the purpose of rapid occupation of the market, however, the investment has actually entered a dilemma, many investment companies in a lost city. On the one hand is overwhelming investment advertisements, regardless of size, beard eyebrows together. As in 2002 there is a product in more than 20 provincial capitals in the country’s cable television stations through television feature films for investment, the product has not yet listed, investment costs have spent three to five million yuan. On the one hand is the stereotyped advertisements, the ears are always familiar slogans: “create rich new generation ”, “achievements of 100 multi-millionaire ”, "create a miracle of ×× industry . The first time I am going to talk about some of these words, it is doubtful to say a few more times. In the case of many companies compete for the eye, how to jump out in these numerous ads, so dealers and industry partners to see it, this is a very important issue. However, many enterprises mislead investment behavior itself, investment forms and methods of investment in a single, similar to the lack of dialogue and the supply and marketing platform for dialogue and the wrong place,