试客营销,危机下中小酒企搏击市场的新利器

Customer Marketing Method,A New Weapon in Market Fighting for Small and Medium-sized Liquor Enterprises Under the Crisis

试客营销的概念来源于国外,它带有某种新产品测试、试用、体验之意。试客营销可作为危机下中小酒企搏击市场的新利器。中小酒企利用试客营销必须做好以下工作:①创建一个富有特色、个性的网站;②用分类广告吸引顾客咨询、试用;③利用数据库开展精确营销;④设法刺激消费冲动,实现口碑营销;⑤实现网上与网下试用结合,有效拉动销售。

the concept of customer marketing method is from abroad, which means test, trial and experience of a new product. Customer marketing method can be used as a new weapon in market fighting for small and medium-sized liquor enterprises under the crisis. To use this weapon the small and medium-sized liquor enterprises must do the following： ① to create a unique, personalized Web site; ② through classified ads to attract customers with consulting and trial; ③use of database to carry out precise marketing; ④ try to stimulate the impulses of consumption and achieve word-of-mouth marketing; ⑤ to realize online and offline trial with an effective drive sales.