史永翔学会从服务经营转向品牌经营（Shi Yongxiang learn to turn from service operation to brand management）.doc

史永翔学会从服务经营转向品牌经营（Shi Yongxiang learn to turn from service operation to brand management） Source: YTT profit model leader camp Introduction: the key to solving the problem should be customer and channel integration ability. Only by strengthening this ability can you integrate your suppliers in the reverse direction. Enterprises in the future can operate in a larger space, to a certain extent, and even have their own independent brands, and then require suppliers. Student case: What Im engaged in is a trading company which is represented by a clothing brand. Under the companys several brands of womens clothing. At present, the company has been operating for 10 years, the staff has also grown to 400 people. As an agent company, the company has less investment in fixed costs, great investment in variable costs, and the pricing power and discount decision-making power of clothing are made by the head office. My agents annual sales of about 180 million yuan, the average price of products at about 350 yuan, net profit of about 11%, the management of this situation, our management made the following analysis: Promotion of sales volume. In the sales area of the products, most of the stores are in the form of franchisees. The main market is concentrated in Hebei and Inner Mongolia regions, and there are also some franchised stores in North China, such as Beijing and Tianjin. In order to increase sales, we decided to work hard on two aspects, namely, broadening the product market and improving the quality of individual customers. Product pricing. Although we do not have the right to price the product, we can achieve a different discount price by classifying the customers. Large customer discounts are relatively stable; unstable customers can not get a relatively favourable policy. Cash sales rate. In this regard, we will require customers to advance payment of products, improve customer quality. At the same time, negotiate with the supplier to extend the payable account. Produ