1.The position of KART (KA Retail Terminal) in distributing channel system * The fatal KART * The value brought by KART * Classifications and features of KART * The positioning of KA in channel planning
2.The products strategy to cope with KA * The principle of product segmentation * The principle of inventory * The principle of customized product * The principle of regional image unity
3.Daily management of KA channel * Employee training * Establishment of information system * Promotion management
4.Keys to KA negotiation * KA costs * Stores grading and rebating * The state of mind when KA purchases
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课程大纲
厂商在面对KA卖场时，往往会因为他们的强势而感到进退两难。一方面KA卖场布点众多，出货迅速；另一方面KA卖场十分强势，要求高而且利润薄，总体计算和KA卖场的生意经常出现负利润，但是侵占了大量的销售资源。如何应对KA卖场的强势采购？如何关注并合理处理KA卖场与其他渠道的矛盾？如何保证KA卖场达到我们预定的目标？本课程从厂商的角度，以渠道管理的观念，给学员展示这一特殊渠道的管理方式。
大纲：
1.KA终端在整个渠道架构中的地位
* 终端为王：不做终端等死，做终端找死
* KA可以带来的价值
* KA终端分类和特征
* 渠道规划中的KA卖场定位
2.应对KA的产品策略
* 产品区隔原则
* 尾货原则
* 新品定制原则
* 区域形象统一原则
3.KA渠道日常管理
* 店员培训
* 信息系统建立
* 促销管理
4.KA谈判要点
* KA费用
* 店面评级和返点
* KA采购心态
5.KA与传统渠道冲突
Outline:
1.The position of KART (KA Retail Terminal) in distributing channel system
* The fatal KART
* The value brought by KART
* Classifications and features of KART
* The positioning of KA in channel planning
2.The products strategy to cope with KA
* The principle of product segmentation
* The principle of inventory
* The principle of customized product
* The principle of regional image unity
3.Daily management of KA channel
* Employee training
* Establishment of information system
* Promotion management
4.Keys to KA negotiation
* KA costs
* Stores grading and rebating
* The state of mind when KA purchases
5.Conflicts between KA and traditional channels
本课程名称： 如何管理KA卖场渠道
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