BD was originally the English abbreviation of SP's business development personnel. Due to the special status of SP, there must be someone who is responsible for the communication with operators and do a good job in the relationship with operators, so BD came into being. After the redefinition of BD House, the vertical portal of Internet industry, BD began to develop from SP field to formal occupation in other fields.

The definition of "BD" is to formulate and implement cross-industry development plans according to the company's development, establish smooth cooperation channels with upstream and parallel partners, communicate with relevant governments, associations and other institutions, seek support and strive for resources. "BD" can be understood as "generalized marketing" and "strategic marketing".

BD department leaders must first have macro-strategic thinking.

The responsibilities of "BD" mainly include two aspects:

1, responsible for communication with partners and good relations with the responsible persons of partners;

2, public relations, actively strive for the target users.

In addition, BD is also one of the positions with the most contact with the outside world in a company, which also reflects the company image and brand image to some extent. BD has well demonstrated the value of itself and the company in various commercial activities; When they encounter vicious incidents, they can minimize the adverse effects and losses caused by these vicious incidents to the company. Because of their extensive social contacts, they also obtained the new trends of the industry or users at that time, provided relevant information to the company in time and took corresponding measures.

In SP industry: excellent BD is familiar with SP business, often with good background, good relationship with operators and strong public relations ability. If you want to be a BD and become an excellent BD, you must first look at whether you have the potential in this field, whether you are good at communicating with people, and whether you can handle various relationships well. If the conditions can meet the requirements, then do the following three steps:

Step 1: Learn all kinds of business of SP and master it skillfully.

Step 2: Do a good job in communication with operators, apply for new services, and apply for batch delivery. , and pay attention to accumulate all aspects of the relationship, especially with operators. There may be old hands at first, so you must make good use of this opportunity.

Step 3: Start public relations and see what you can do.

In other industries, a business cooperation or a project cannot be accepted immediately. First of all, what are the advantages of this project? This is also the choice of starting point. When analyzing the advantages, we should use empathy more and see if it is necessary to join this project from the other side's point of view. What benefits can this project bring? On the other hand, joining this project will not have negative effects. Therefore, we should convince ourselves first, and then refine the summary, including the necessary points such as project introduction, participation form and interest analysis. Finally, process and polish the text, form a document and send it to your target customers, and then give effective answers according to the feedback from the target customers, so as to convince others and make cooperation easier.

It is important to expand time. When selecting a target partner for a project, we should first investigate what the target partner is doing and whether he has time and energy to participate in the project. Avoid conflicts with each other's existing projects and avoid the development period of other projects, so as to do the right thing at the right time.

The selection of target partners is a task to test BD, such as finding entertainment websites in the draft, consulting websites for soft articles, and financial websites for financial projects, so as to ensure customers' counterparts. It looks simple, but there are still some skills in actual combat. You must be clear-headed. At the same time, we should accumulate more experience to guide future business development.

Many people don't understand the difference between BD and PR(PR= public relations). When interviewed by Cao Jian at an Internet conference [1], the founders of BD House, Gao Yan and Wang Si (currently the interactive marketing directors of Publicis Group's international constant public relations consulting company), explained this problem-there is a certain relationship between BD and PR, and the expansion of BD is bound to be public relations, but the public relations work does not necessarily include the expansion of BD. Therefore, BD> public relations.

An excellent BD needs extensive knowledge, not asking you to know everything, but asking you to know everything; Good eloquence and expressive ability are the foundation of a BD; Excellent popularity and extensive contacts are the necessary abilities to become an elite BD. A good attitude, not easily knocked down by difficulties and blows, is the easiest BD to succeed.