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Current marketing strategies and overview 加拿大地板行业的现状和市场营销手段
Canadian Flooring Put in WIM logo
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“A clever fighter is one who not only wins,
but excels in winning with ease.” Sun Tzu
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China and Canada 中国和加拿大
Land area 地况 Canada is the second-largest country in the world 加拿大是第二大国家 China is the fourth-largest country in the world 中国是第四大国家 Only 3.5% size difference
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China and Canada Population China has 1.3 billion people. 中国有13亿人口
Canada has 33.5 million people. 加拿大有3.35千万人口 Seven percent of China’s population
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China and Canada Chinese population in Canada will grow from 1.3 million to over 3.0 million in 25 years. 中国的人口将在25年内增长到30亿
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Spending power Canada’s per-capita annual income is $38,200, adjusted to U.S. dollars, or 26th in the world 加拿大的人均年收入是$38,200 美元，世界排名是第26位 China’s per-capita annual income is $6,600, adjusted to U.S. dollars, or 128th in the world. 中国的人均年收入是$6,600； 世界排名第128位。
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How do markets work? 市场是怎么运作的？
Graphic could show maps to two countries with reversible arrows.
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Sales Options Sometimes, this is the manufacturer to the end consumer 情况1，厂家直销到终端用户 More often, there is a distribution chain 更多的可能是，渠道销售 Manufacturer sells to distributor 厂家卖给渠道商 Distributor sells to retailer 渠道商卖给零售商 Retailer sells to end consumer 零售商卖给终端用户
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Develop Your Channel 开拓你的渠道
Manufacturer 生产商 Distributor 渠道商 Retailer 零售商 Consumer 终端用户
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OEM OEMs 公司 Distributors 渠道商 Mirage Wide Plank Flooring Goodfellow
Bruce PG Intersytle ceramic/glass Seasons Woodflooring Silhoutte wood flooring Restigouche wood flooring Primatech Preverco Planchers BSL Wood Bois de Parquets Vaucluse Beaulieu Faus Group Kraus Flooring Lauzon Wide Plank Flooring Quickstyle Satin Finish Wickham Vintage Flooring Nadurra Wood Breezewood Forest Products Canam Flooring Century Wood Products Comfort Hardwood Flooring Cover master Cumi Canada Appalachian Flooring Goodfellow Creative flooring solutions Alladin Import Anatola Tile Euro Ceramic Tile Melmart Forbo Flooring Pheonix Flooring Stevens Omni TRC Torlys National Carpet Mills Metropolitan Hardwood Flooring
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What if direct sales does not work? 如果直接销售不能运作该怎么办？
You must then move to marketing 移步关注市场营销手段
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What is marketing? 什么是市场营销
Marketing means to stimulate the market 市场营销意味着刺激市场的 Create demand 需求 Make the market respond 让市场对你的产品发生兴趣
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Marketing Methods 手段 Trade Shows Trade Shows 交易会 Costly 成本偏高
Introduce product to large numbers of people 可以将你的商品让广泛的人群直接体会到。 Face-to-face contact 面对面的交流 Trade Shows Costly 成本偏高 Depends on organizer for completeness 完整的体现你的商品并不是一件容易的工作。 Active competition 高密度的竞争
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Marketing Methods 手段 支持行业协会 Support Industry Associations
Sponsorship 赞助的切入点 Golf 高尔夫联谊 Dinners 饭局联谊 Entertainments 娱乐联谊 Education 培训联谊 Support Industry Associations Sponsorship 赞助的缺点 Very narrow 过于狭窄的市场接触面 National associations not well supported 大型的机构无法一次性都能接触和保持关系。 “Old Boy” network 老牌但也是老派的作风和路子。
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Marketing Methods 手段 Media 媒体 Television 电视广告 Newspaper 报纸 Internet 网络
Costly 费用高 Not targeted 无法集中力攻 Newspaper 报纸 Local 地方性强 Narrow 受众偏窄 Internet 网络 Dangerous loss of money 不确定因素多 Not credible 公信度不容易建立 Overpopulated 信息泛滥 Magazine 杂志 Traditional choice for value 传统模式 Targeted 受众集中
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Internet 网络 Positives 正方 Negatives 反方 Cheap 便宜 Large reach 受众广泛
Not targeted 目标性不强 No respect 公信度难以建立 Overpopulated 信息泛滥 Dangerous loss of money
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Trade Magazines 专门商品杂志
Positives 正方 Targeted and audited 受众的被确立，和内容的被管制 Comprehensive 明了的 Traditional choice for market reach and value 传统宣传方式 Respected 容易被大众肯定 Negatives 反方 Time between supplying ad and publication 从供应期到传播期的时间过长 Difficult to track results; 50% of magazine advertising works; we just don’t know which 50% 结果难以考量，50%的杂志宣传有作用，但是我们无法知道，是哪部分作用。
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Best Path to Success 通向成功之路的最佳选择
Use both sales and marketing 直销和营销同时进行。 Relationships with respected partners 和信誉高的公司合作 Invest in strength 在强项上投资
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Contact: Steve King (905)703-6597 sking@wimediainc.ca
Box 84 Cheltenham Caledon, ON L7C 3L7 Canada
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