[45105] in Discussion of MIT-community interests
=?GB2312?B?s/a/2tOqz/q8vMfJoaK6o83iytCzob+qt6I=?=
daemon@ATHENA.MIT.EDU (=?GB2312?B?yq++rcDt?=)
Tue Jun 23 02:22:36 2015
From: =?GB2312?B?yq++rcDt?= <bazunnubvx@ykkeni.com>
To: "mit-talk-mtg" <mit-talk-mtg@charon.mit.edu>
Date: Tue, 23 Jun 2015 14:22:55 +0800
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出口营销技巧、海外市场开发及维护管理$
$
时间地点：2015年06月27-28日深圳$
费 用：3200元/人（包括资料费、午餐及上下午茶点等）$
参加对象：进出口部营销策划总监、经理、外贸部经理、外贸业务人员、外贸跟单员及私营贸易公司老板$
报名咨询电话：●0755-61288035 ●010-51661863 ●021-31261580
在线咨询 QQ：6983436 报名信箱：6983436@QQ.com
(如需报名请发送您的公司名称及参会人姓名.联系方式即可，我们会在24小时内联系您）$
$
●课程内容:$
第一部分 出口营销与海外客户沟通与谈判$
$
一、赢取超值海外订单，必先了解你的客户特征$
1、为什么中国出口商在海外贸易中总是处于被动？解决之道是什么$
2、美、欧商人在国际采购中有和特点？如何应对？$
3、美、欧商人在国际采购中通常使用何种渠道？如何应对？$
4、日韩商人在国际采购中有和特点？通常使用何种渠道？如何应对？$
5、中东、南美、印巴商人在国际采购中有和特点？通常使用何种渠道？如何应对？$
6、澳新、东南亚商人在国际采购中有何特点？通常使用何种渠道？如何应对？$
7、各国华裔贸易代表在进行国际采购活动中的特征差异？如何应对？$
8、一揽子沟通与分段式沟通策略$
二、了解你的潜在客户层级，是获取超值海外订单的必由之路$
1、谁是优秀的潜在客户？他们到底在哪里？$
2、国际零售集团是如何进行国际采购的？他们关心什么？应该如何与他们沟通？$
3、国际品牌采购商的采购模式？应该如何应对品牌采购订单？$
4、网络采购巨头，你能把他们忽略？$
5、去海外建立终端的时候，你就应该挖掘行业经销商！！$
6、永远不要忽略地区经销商，他是你未来超值订单的源泉！！$
7、行业与垄断进口商，让你在悲与喜中挣扎！$
8、肆意横行的专业进口商，你应该如何应对？$
9、进口陈列商，让你欢喜让你忧！！$
三、竞争对手的客户，永远是你海外订单的潜力所在$
1、如何挖掘竞争对手的客户？$
2、针对竞争对手的不同客户，如何与其沟通？$
3、如何将意向变成现实的订单？$
4、试订单是这样炼出来的？$
5、从与竞争对手共舞，到独享竞争对手的客户资源$
6、你分析过叛变的竞争对手客户吗？（如何防止客户的再度叛变？）$
四、客户的叛变，是海外订单流失的主要根源$
1、客户因什么而叛变？$
2、客户叛变前的征兆分析？$
3、如何发现和应对正在发生的客户叛变？$
4、客户叛变后的沟通策略和叛变客户的跟进策略$
5、如何防止对手对客户的诱导策略？$
6、除了强调品质和价格外，你还能做什么？$
五、关注客户之关注，永葆海外订单源源不断$
1、不同层级的客户有着不同的关注点（周转速度、物流能力、配额许可、税费规避、价格条件、支付方式等等？）$
2、面对采购商，你应关注什么？$
3、面对零售商，你应关注什么？$
4、面对散户零售商，你应关注什么？$
5、如何获取客户的意向？$
6、封闭式策略与开放式策略对探求客户关注的影响差异？$
7、均匀订单与独立大单对你有何启示？$
六、海外客户的超级谈判策略和有效沟通技巧（重点）$
1、海外客户关注点的探讨与分析$
2、国际商务沟通中所面临的疑难和解决之道$
3、客户国别特征对商务谈判影响$
4、海外客户的沟通策略$
5、案例评析海外客户沟通策略的具体运用$
6、与海外客商沟通与谈判的重点$
7、探求海外客户的底价策略与议价模型$
8、国际商务谈判阶段性渐进策略$
9、海外客户跟进策略$
10、海外大客户的开发与管理$
11、海外大客户的谈判与沟通策略$
12、获取超级订单$
13、如何探求与应对海外不同层次的客户的跨国采购行为$
14、与对手客户沟通与谈判的策略$
$
第二部分 弱势环境下的参展策略$
一、弱势环境下的参展规划与展前淮备$
1、企业在弱势环境下的的展出目标分析和参展定位$
2、弱势环境下的展会客户定位$
3、弱势环境下参展应考虑的因素和转会区域选择$
4、对于出口商而言，参展与海外观展的优劣比较$
5、参展的材料、样品淮备和注意事项$
6、名片、DM的设计和淮备$
二、弱势环境下的展会客户挖掘与沟通$
1、目前海外不同展会的观展客户的观展行为分析与定位$
2、弱势环境下的进口商参展行为$
3、出口交易会与进口国交易会客户群体分析$
4、越来越多的海外经销商参展$
5、参展营销技巧$
6、海外交易会的特点及参展营销技巧$
7、参展中的买方心理透视$
8、交易会现场的沟通技巧$
9、交易会上与客户谈判和沟通时的问题设计$
10、交易会中的沟通进攻策略$
11、交易会中的提问技巧和应答策略$
三、老客户是如何在交易会上流失的？$
1、老客户参展的利弊分析$
2、老客户是如何在交易会上流失的$
3、如何通过交易会挖掘竞争对手的老客户$
4、与对手的老客户在交易会上的沟通策略和语言技巧$
5、交易会上的角色扮演$
6、参展中的观展心态和如何通过观展获取对手的老客户信息$
四、展会的后续工作和展后的客户沟通策略$
1、展后工作处理要点$
2、交易会的潜在客户的ABC分析$
3、与交易会的潜在客户进行沟通的策略$
4、交易会后的客户跟单与催单技巧$
5、交易会后的对手客户的跟单与催单技巧$
$
第三部分 海外市场的非传统开发与拓展$
一、新形势下海外新兴市场拓展的总体战略思想$
1.出口市场多元化$
2.使用价值扩大化$
3.生产加工全球化$
4.供应链佈局全球化$
5.固定资产虚拟化$
6.经销渠道终端化$
7.分销体系本地化$
8.成本控制全球化$
9.速度与周转$
10.客户终端化$
11.长尾客户重于黄金客户$
12.攫取海外人才和攫取分销终端$
13.电子商务+国际配送$
二、海外市场的非传统开发与拓展$
1.贴近终端，实现本地化行销 $
2.国际供应链与样板工厂$
3.协议性合理分工，联盟合作$
4.做厚客户界面，强调客户终端化$
5.打造区域核心，构筑区域专属运营体系$
6.产业转移，腾笼换鸟$
7.产业链国际化 $
三、电子商务交易平台+国际配送$
1.供应方国际电子交易平台$
2.经销方国际电子交易平台$
3.第三方国际电子交易平台$
4.供应方物流+国际配送$
5.经销方物流+国际配送$
6.第三方物流+国际配送$
7.第四方物流+国际配送$
8.面对客户终端化，实现B2C+国际配送$
9.面对分销终端化，实现B2B+国际配送$
10.面对客户集团化，实现B2A+国际配送$
11.面对採购商，实现B2B+国际配送$
12.面对经销商，实现B2B+国际配送$
13.面对长尾零售客户群，实现B2B+国际配送$
四、电子商务模式下的海外客户开发沟通与订单获取$
1、哪些产品适合使用电子商务进行客户开发$
2、根据商品属性及其不同特点设计企业的电子商务开发策略$
3、根据商品属性及其不同特点，选择合适的电子商务管道$
4、电子商务的国别特点及对产品海外行销与开发的影响$
5、进口商和海外客户的层级分析$
6、哪些客户擅长和喜欢使用电子商务进行国际採购或产品进口$
7、不同层级的客户在使用电子商务进行国际採购时的差异和特点$
8、国别特徵是如何影响客户的电子商务採购行为的$
9、针对不同客户层级和特点，设计和选择相应的电子商务开发策略$
10、如何有效利用搜索引擎开发海外客户$
11、电子商务平台的分类和各自利弊分析$
12、电子商务交易平台与搜索引擎的关系$
13、电子商务平台与商品属性$
14、电子商务平台与客户层级$
15、线上交易$
16、电子商务平台与企业产品推广$
17、事例举证电子商务平台的客户开发过程$
18、如何使用电子邮件进行客户初次跟进$
19、如何通过有效的跟进将客户的意向变为现实的订单$
20、保持与客户沟通的关键$
21、完成订单后的客户跟进应注意的问题$
$
●讲师介绍:$
陈硕 老师，双硕士(美国马里兰大学MBA、南开大学经济学硕士)，省外经贸厅贸易顾问，香港国际经济管理学院$
客座教授，香港贸易促进会会员，《粤港中小企业贸易论坛》主讲人之一，曾任世界５００强的中国粮油食品进出口$
集团公司进出口六部部长，中粮集团驻香港、加拿大商务主办，惠尔普(美)上海有限公司南区经理和运营总监、深圳$
某著名商务咨询有限公司总经理、香港IBT国际商务咨询有限公司国际贸易首席咨询师，东京丸一综合商社西北区市场$
总监、珠海威玛石油设备进出口公司总经理，多年来先后在上海、北京、山东、浙江、江苏、四川等地举行了６００$
多场国际贸易专题讲座，为近百家企业做过专门内 训或顾 问服务，受到企业和学员的广泛好评，陈先生具有极深厚$
的理论知识和实践经验，是典型的实战派讲师，２０多年的外贸业务管理经验，特别在处理外贸业务疑难问题方面有$
独到的见解和技巧，具有娴熟的业务技能和极佳的语言表达能力，对国际贸易术语有极精确的理解，同时陈先生还将$
传授很多创造性、边缘性的操作手法与心得同大家交流和分享，每次都令学员意犹未尽，茅塞顿开。$
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