联想数码300家店面燎原计划启动会策划方案

1©2005LenovoLenovoConfidential数码300家店面燎原计划启动会2(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)目录1、PC店面现状分析2、全国销量监控终端现状分析3、燎原计划目标4、方案宣灌3(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)PC店面现状分析调查样本：1－3级18城市、所有PC品牌店面铺货数量城市PC店面总数铺货总数MP3U盘硬盘数码伴侣摄像头哈尔滨23121210410长春191515121014北京143607846341青岛332320000南宁152117012广州109629218488西安3012188117西宁1230001兰州18810206成都42293321220重庆5493214010贵阳24141710014昆明3123296214福州2610107010长沙2702116021郑州44192320115武汉53313415019南昌2089102总和723340464213273144(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)PC店面现状分析钻石店铺货数量城市钻石级排他总数MP3U盘硬盘数码伴侣摄像头MP3U盘硬盘数码伴侣摄像头哈尔滨109993966639长春101010981085769北京25162013111青岛85500055000南宁71640700303广州2012164315西安8563062西宁200000兰州523104成都141414132811103重庆1361150303303贵阳877607昆明878417福州1010107010长沙150420404202郑州109991622212武汉99960747607南昌53200032000总和187125149951911431353010385(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)PC店面现状分析全星级、星级店面铺货数量城市全星级星级总数MP3U盘硬盘数码伴侣摄像头总数MP3U盘硬盘数码伴侣摄像头哈尔滨611111722000长春322102633222北京2491171894354726122青岛12960001599000南宁412202403103广州42223561324728418041西安5231041759417西宁210000820001兰州1000001267102成都86650520913307重庆130910528312802贵阳6452041035203昆明868114151013103福州2000001400000长沙12011100111006406郑州32330231811807武汉655303381720609南昌2010001356102总和15970108434833891452077541176(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)PC店面现状分析总体铺货率城市PC店面总数总体MP3U盘硬盘数码伴侣摄像头哈尔滨2352.2%52.2%43.5%17.4%43.5%长春1978.9%78.9%63.2%52.6%73.7%北京14342.0%54.5%32.2%2.1%28.7%青岛3369.7%60.6%0.0%0.0%0.0%南宁1513.3%73.3%46.7%0.0%80.0%广州10956.9%84.4%16.5%3.7%80.7%西安3040.0%60.0%26.7%3.3%56.7%西宁1225.0%0.0%0.0%0.0%8.3%兰州1844.4%55.6%11.1%0.0%33.3%成都4269.0%78.6%50.0%4.8%47.6%重庆5416.7%59.3%25.9%0.0%18.5%贵阳2458.3%70.8%41.7%0.0%58.3%昆明3174.2%93.5%19.4%6.5%45.2%福州2638.5%38.5%26.9%0.0%38.5%长沙270.0%77.8%59.3%0.0%77.8%郑州4443.2%52.3%45.5%2.3%34.1%武汉5358.5%64.2%28.3%0.0%35.8%南昌2040.0%45.0%5.0%0.0%10.0%总和72345.6%61.1%30.1%5.1%42.8%7(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)PC店面现状分析各级别店面铺货率城市PC店面总数钻石级全星级星级MP3U盘硬盘数码伴侣摄像头MP3U盘硬盘数码伴侣摄像头MP3U盘硬盘数码伴侣摄像头哈尔滨2390.0%90.0%90.0%30.0%90.0%16.7%16.7%16.7%16.7%16.7%28.6%28.6%0.0%0.0%0.0%长春19100.0%100.0%90.0%80.0%100.0%66.7%66.7%33.3%0.0%66.7%50.0%50.0%33.3%33.3%33.3%北京14364.0%80.0%52.0%4.0%44.0%37.5%45.8%29.2%4.2%33.3%37.2%50.0%27.7%1.1%23.4%青岛3362.5%62.5%0.0%0.0%0.0%75.0%50.0%0.0%0.0%0.0%60.0%60.0%0.0%0.0%0.0%南宁1514.3%85.7%57.1%0.0%100.0%25.0%50.0%50.0%0.0%50.0%0.0%75.0%25.0%0.0%75.0%广州10960.0%80.0%20.0%15.0%75.0%52.4%83.3%14.3%2.4%76.2%59.6%87.2%17.0%0.0%87.2%西安3062.5%75.0%37.5%0.0%75.0%40.0%60.0%20.0%0.0%80.0%29.4%52.9%23.5%5.9%41.2%西宁120.0%0.0%0.0%0.0%0.0%50.0%0.0%0.0%0.0%0.0%25.0%0.0%0.0%0.0%12.5%兰州1840.0%60.0%20.0%0.0%80.0%0.0%0.0%0.0%0.0%0.0%50.0%58.3%8.3%0.0%16.7%成都42100.0%100.0%92.9%14.3%57.1%75.0%75.0%62.5%0.0%62.5%45.0%65.0%15.0%0.0%35.0%重庆5446.2%84.6%38.5%0.0%23.1%0.0%69.2%7.7%0.0%38.5%10.7%42.9%28.6%0.0%7.1%贵阳2487.5%87.5%75.0%0.0%87.5%66.7%83.3%33.3%0.0%66.7%30.0%50.0%20.0%0.0%30.0%昆明3187.5%100.0%50.0%12.5%87.5%75.0%100.0%12.5%12.5%50.0%66.7%86.7%6.7%0.0%20.0%福州26100.0%100.0%70.0%0.0%100.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%长沙270.0%26.7%13.3%0.0%26.7%0.0%91.7%83.3%0.0%91.7%0.0%60.0%40.0%0.0%60.0%郑州4490.0%90.0%90.0%10.0%60.0%66.7%100.0%100.0%0.0%66.7%25.8%35.5%25.8%0.0%22.6%武汉53100.0%100.0%66.7%0.0%77.8%83.3%83.3%50.0%0.0%50.0%44.7%52.6%15.8%0.0%23.7%南昌2060.0%40.0%0.0%0.0%0.0%0.0%50.0%0.0%0.0%0.0%38.5%46.2%7.7%0.0%15.4%总和72364.7%75.7%47.9%9.2%60.2%40.5%56.9%28.5%2.0%41.6%33.4%50.0%16.4%2.2%28.0%8(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)PC店面现状分析店面状态（PC）产品U盘（464家）U盘＋MP3（359家）专人负责300246数码专柜373294店面月销量分布（PC）产品硬盘(213家）U盘（464家）MP3（340家）销量标准15105080150203040店面数量1813551108251751769(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)PC店面现状分析店面铺货西南、东北、福州、武汉、郑州较好陈列没有统一规范和控制力培训大区自行组织管理没有控制力人员45%以上没有专人负责数码产品预估目前PC店面销量产能（台/月)产品硬盘U盘MP3销量45020000250010(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)全国销量监控终端现状分析店面销量分布（总体）产品硬盘U盘（378家）MP3（325家）销量标准51015404580120204080店面数量75512071178449803010目前18城市店面销量产能（台/月)产品硬盘U盘MP3销量800160005000店面问题资源所有资源均大区，中央没有可使用的专项资源资源通过返款形式，可能造成资源支取不及时人员大区没有店面工作牵头人，店面工作会受sales重视程度影响管理初步建立重点店面的信息、铺货、陈列管理，但控制力不足11(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)燎原计划目标A级店面数量B级店面MP3U盘硬盘月度产出销量15015010000220001500其他1、（上柜、陈列、话术、主推）统一标准，2、信息通畅、反映迅速3、实现店面可控12(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)燎原方案管理评价/改进考核店面分级标准化管理升降级制度第三方公正考核（神秘人）制定标准；考核达成；配比资源13(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)燎原方案－配比资源资源中央：销售管理处燎原计划专项投入－－费用大区虚拟包：专项终端活动资源及除300家店面专项投入外资源（以实际产生为准，不得超包）营销端：out资源以当期营销案为准人员大区指定项目接口人：督导/业代14(Dec.21,2005)LenovoConfidential©2005Lenovo(InsertAuthor)(InsertPresentationTitle)燎原方案－配比资源（所有备案终端）资源3－激励资源说明季度奖励店面数量总投