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    结语:虽然这个AVONMORE牛奶制造得非常一般,但是它的企业介绍制造得确实是超一流的,让客户产生了购买欲望,哪怕是一锤子买卖,也比一堆堆文章会,看得客户反感要强得多,所以,外贸企业的企业介绍组合策略应该向AVONMORE学习。

    对于一带一路国家,资讯信息不可能有欧美日那么发达,也就是对于外贸企业来说,也许这家企业对于一带一路客户是完全陌生的,也就是不存在不看企业介绍而下单的几率存在,更直接说就是企业介绍是一带一路客户对外贸企业产生信任的第一步,因此,外贸企业的企业介绍应该做好。

    1.人性化设计

    如果采用欲速而不达的策略,在外企企业的企业介绍中直接介绍产品的卖点,而忽视对企业自身形象的塑造,一带一路客户对于亚洲制造企业的固有形象,也不会贸然下单,所以外贸企业的企业介绍应该采用人性化设计。

    Avonmore we believe that by bringing people together, great things can often happen.

    第一段AVONMORE介绍了企业营业的主要理念。

    This was certainly the case in Ballyragget, Co. Kilkenny in 1966 when  a group of dairy farmers came together one day to create what has since become Ireland’s #1 milk brand.

    第二段写公司的企业的创建过程。

    The Avonmore Creameries Federation was founded in 1966 when 36 smaller co-ops joined forces to form what we now know as Avonmore. The aim was to deliver the finest quality, freshest products without compromise, and to this end the newly formed company established their own brand new milk processing facility in Ballyragget, close to the Avon River from which Avonmore took its name.

    第三段写公司产品的主要卖点。


    再配上小女孩兴奋跳跃的形象,显得非常人性化。

    2.企业形象鲜活


    不同于硬邦邦的实验报告,AVONMORE直接用了女实验员的工作照片来论证产品的质量,显得非常生动形象。


    农场养殖户的照片及故事也有,让客户产生了非常亲切的真实感。

    有了上面这些铺垫,才有了产品主要的卖点介绍:

    Today Avonmore is the #1 milk brand in Ireland. We believe that it is by sticking to our founding principles of innovation, freshness and quality without compromise that we have achieved our position in the homes of Irish families.
    Just as our farmers constantly maintain the quality of their milk, we have also improved and evolved our own processes regularly, to ensure only the finest dairy products make it into Irish homes.
    Avonmore is the only dairy processor in Ireland that carries out overnight screening of our milk supply.
    Our milk is tested an average of 35 times between farm and carton.
    Our Quality Team tests a sample of milk from every farm, every day.
    We track 1000s of samples by satellite once they leave the farm each day.

    这样看起来,客户会相信上面这么严谨的质量检验是真实的。

    结语:

    虽然这个AVONMORE牛奶制造得非常一般,但是它的企业介绍制造得确实是超一流的,让客户产生了购买欲望,哪怕是一锤子买卖,也比一堆堆文章会,看得客户反感要强得多,所以,外贸企业的企业介绍组合策略应该向AVONMORE学习。

    原文来自邦阅网 (52by.com) - www.52by.com/article/5108

    声明:该文观点仅代表作者本人,邦阅网系信息发布平台,仅提供信息存储空间服务,若存在侵权问题,请及时联系邦阅网或作者进行删除。

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