According to Mr Leong  to be ball joint understanding, marketing, promotion, no matter what it is important to adhere to, if it is some special event promotion, that another matter, if is a generalization of the ordinary, it needs to insist on, the effect of soft wen is a do more behind, can see the effect, can increase exponentially. If it is a soft, soft, 2 it is good to have a good effect, basic is impossible.
 
As is known to all, for engineering machinery products only recognized by consumers can have more stores. Advertising and marketing also has become essential in the process of mechanical products and consumers to purchase an important part. After nearly a century of development, this kind of hard advertising culture reached its peak in the 21st century, and along with the height of the advertising boom, consumer antipathy towards the level also reached an unprecedented peak. Professional research company as a result of the 93.5% of people on this hard culture marketing.
 
Mandatory advertising is to use repeated for consumers to hear their own brands to passively to remember their brand. Marketing and soft culture refers to the use of some public welfare or stealth advertising to capture consumers eyeball to let consumers remember your brand voluntarily!
 
Soft hard cultural marketing and cultural marketing is the biggest difference between soft culture pays attention to let consumers remember your brand image voluntarily.
 
Soft wen marketing insufficient construction machinery products, mainly for the influence of the soft wen marketing know enough.
 
The soft wen marketing not only can achieve the effect of propaganda products, promote the enterprise culture, promote company service, publicity and corporate events. At the same time also can produce the culture of internal marketing. Cultural marketing is a question of how to do the right marketing, not marketing culture, there is no product positioning, target customer base, no brand, no! And, more importantly, can I have that soft unique form, will spread their new product collaborative corporate culture together, and the development of engineering machinery market are closely linked.
 
The increase of sales and service outlets, agents will increase the cost of investment. Cost of sales is proportional to the sales, sales and service outlets, market impact, sales will increase accordingly. Even if the agent of the limited capacity, it is impossible for big investment, also want to arrange a special visit relevant market sales and service personnel, to cover all belong to the influence of the market.
 
Sales and service network density associated with the brand of agent, if it is a strong brand, must have a fairly dot density for sales, to expand influence on customers. Sales and service network density is related to the strength of the agents, agent power is limited, can't create more sales outlets, also don't have a lot to develop the local market, the sales manager. The layout of the sales and service outlets and agents leadership is related to the ability of agents to understand market in the area is not enough, not clear regional market sales, the market hot spots, customer demand characteristic, impossible to set up sales and service outlets in this area.
 
Agent sales and service network construction need to attach great importance to the allocation of resources, these resources include human resources, sales personnel, service personnel, etc., the location of stores, business area and the size of the decoration, the number of unsold prototype and models, sales and service of the vehicle configuration, repair sites and spare parts inventory and so on. In the allocation of resources, human resource allocation is the key link, the sales manager configuration is particularly important.
 
According to Mr Leong  to be ball joint understanding, in the fierce competition in the regional market, the strong ability of some agents tend to sales, service personnel in the area, to gain more sales. In some of the same brand agent, the area connected to an agent in the connection area arranged ability strong branch manager, will be another agent was a big threat.
 
Dealer market layout for allocation of resources, sales outlets need to carefully plan and comprehensive balance configuration, need the agent has a number of (not a few) can acquire, expand the market, the sales manager. Regional market sales much, often associated with the ability to branch manager, sales manager, and can maintain the stability of regional market development for a long time, often associated with the quality of service personnel.
 
At the same time, the construction of sales and service outlets, and the agent control, support for sales and service outlets. The current market situation: the agent at the same time of perfect management system, management process, to sales and service network to support more and less criticism; Far more help and guidance, make great efforts to mobilize the work enthusiasm of sales outlets.
 
The problems of agent market layout
 
, unreasonable layout, fewer outlets, the market can not covered completely, for some regional market confidence is insufficient, or their lack of ability, is not willing to set up branches. Agent to own market should understand, accomplish know fairly well. His incompetence, can cooperate with others, set up the secondary agent.
 
Second, the resource allocation is not reasonable, lack of understanding of some important market, the allocation of resources. So-called important market, sales of large area, easy to be out of the area (including manufacturer integrating, other agents), ready to expand development area. These areas should be increasing investment, more resources configuration.
 
Third, only pay attention to the current sales, not in the long run market development considerations. Regional markets in light, good market sales in the area, some agents quickly, light the market because of a variety of reasons, and to withdraw. Manufacturers to give the agency, is hope agent to do the entire regional market, the agent should be long-term market development, layout of the entire regional market, market flourishing, of the allocation of resources, markets, allocation of resources.
 
Detailed market comb
 
The so-called market, is to ask the agent comprehensive understanding of the market customer's situation, in order to provide suitable products and services to our customers. Some agents say: we are a native of locals, engineering machinery to do for many years, we understand the local customers, customers know that our local. Now agent market area, are generally not a province, or a few, must comprehensive, detailed understanding of the regional market customers, understand customers' development and changes, know the operating conditions of the clients, to understand customer psychology and exchange. Can only say that these agents understand the status of the client area of 10%, 20%, or rather some customers didn't understand the development and changes.
 
An agent for thousands of customers, these customers are recorded, stored in the computer, in a market off-season, they in search of new requirements, has carried on the comprehensive carding to store customers, found that nearly 10% of the customers have turned, don't do engineering, or close the application field. Agent according to the development needs, adjust sales manager, after the sales manager to the new area, can always find some new markets, new customers.
 
Comb the market need the agent organization seriously, meticulous, according to the area (county or township), to each sales manager; Comprehensive carding area sales manager, customer brand by sector, operating conditions, current models, etc., understand the machinist (tractor driver tends to provide true information, and is likely to be the customer); Combing the result of the market, sales manager should promptly report to the company, the company full-time personnel summary record; Market should carry out the task implementation, result assessment, avoid market become a mere formality, fall by the wayside.
 
Market combing the results need to be analyzed. This analysis can be divided into two categories, one is the analysis of the sales staff, sales staff, according to the result of market combing the possibility of analysis, screening clients to buy and buy an opportunity, to determine their track the timing of the customer and the way to fight for sales opportunities; 2 is the agent of the company's customer relationship management customer analysis, market need to comb results, classification, statistics, analysis, storage, and have an overall grasp to its market area, if we can further understand the operations of customer, understand customer's development and change, will make the right analysis in regional market forecast and management decision provides the basis for the business agent.