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深圳大瀚营销策划有限公司

深圳大瀚营销策划有限公司
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初创企业必看:伟大的品牌怎么讲故事?看这三个就够了!

2017-02-25 17:07:41 深圳大瀚营销策划有限公司 阅读

足球彩票ZUIJIN,YIJIANSHOUJIA19.99YINGBANGDETXUZAIAODALIYAMAIDUANHUO。ZHEIKUANTXUCIQIANYIZHIXIAOLIANGPINGPING,MEIXIANGDAOZAIAOWANGBEIYIWEIMINGBUJIANJINGCHUANDEYINGGUOQIUSHOUDAIHUOLA。

   

营销策划

 

  ZHEIMINGWANGQIUSHOUMINGJIAODANNIER·AIWENSI,ZAIJINNIANDEAOWANGKAISAIQIAN,TAZAOWANGXIEYUZANZHUSHANGJIEYUE,YOUYUQUESHAOFUZHUANGZANZHU,KAISAIQIANTABUDEYIPAODAOSHANGDIANMAILEYIDUICHUNBAIDEYIFU,CHURENYILIAODESHICHUANZHEBAISEZHANPAODETAXIANHOUZHANSHENGSHIJIEPAIMINGQIANSHIDELIANGWEIZHONGZIXUANSHOUTINGJIN16QIANG。SAIHOU,QIUMIMENZHENGXIANGYONGRUSHANGDIAN,QIANGGOUAIWENSITONGKUANTXU。YIJIANPUTONGDETXUBUSHIYINPINPAI,BUSHIYINMINGXINGDAIYANREN,QUEYINPUTONGDEAIWENSI“HUOLA”,WEISHENMENI?YINWEIZHEIJIANTXUCHONGMANLEAIWENSIDEGUSHI,WANGYOUDUITABEIWANGXIEHEZANZHUSHANGPAOQIDE“TONGQING”,DUIQIZIQIANGBUXI“ZHENGQI”DEDIANZAN,WANGYOUMAIDANDEBUSHITXU,ERSHIAIWENSIFUYUTXUDEGUSHI。

   

营销策划

足球彩票  

  CONGGONGYESHIDAIDAOXIANZAIYIDONGHULIANWANGSHIDAI,SUOYOUDEQIYEDOUMINGBAIYIGEDAOLI,WULUNSHICHANPINHAISHIPINPAI,SHEIHUIJIANGGUSHISHEIJIUHUIYING!DANJIANGHAOYICIGUSHIRONGYI,CHIJIUDEFANFUDEJIANGCHUHAOGUSHI,YOUQIHULIANWANGSUIPIANHUADEJINTIAN,JIUXIANG“1YIXIAOMUBIAO”MEIJIGERENNENGZUODAO。

  FANGYANQUANQIU,CHULEPINGGUO、Uber、NAIKE、KEKOUKELEDENGGUOJIJUTOU,YOUZHEIMESANJIAQIYE,CONGGUOQUDAOXIANZAI,BUJINMEIYOUXIANGBAOJIEYIYANGXIANRU“HULIANWANGSHIDAIDENIZHAO”,FANERJIANGCHULEPINPAIXINGUSHI,PINPAIZHURULEXINSHENGMING,KAICHUANGLEPINPAIXINLICHENG。

 

  1

  法国依云

  SHUOQIZUIHUIJIANGGUSHIDEPINPAIDIANFAN,WOMENJIUBUDEBUTIFAGUOYIYUN(evian)。

足球彩票  YIPINGSHUI,ZAOJIULECHAOGUO200NIANDEPINPAICHUANGQI,CHUANSHUOZHONGLAIZIAERBEISISHANDEYIYUNXIAOZHENZHIYOU7000REN,XIANGDUIYUZHONGGUODEBANTU“BAZHANGDA”DEYIYUNXIAOZHEN,MEINIANYAOGONGYINGQUANQIUJIYIGAODUANRENQUN,GOUHEMA?ERQIEMAILE200DUONIANLEZAOYI“KUJIE”,DANWEISHENMEYIYUNDECHUANQIYIRANZAISHIJIEGEDIYANXU,YOUQIZAIZHONGGUOQIANJINIANMEINIANBAOCHI40%-50%DEGAOSUZENGZHANG。

  MOUGUONEIQUANWEIMEITICENGKANFAYIPIAN《YIYUNLVLVDUOGUOJIENANBEIHOU:ZHIZOUGAODUANLUXIANBIANPINPAIGUSHI》,WENZHANGJIESHI,WEISHENMEYIYUNZAIZHONGGUOLVCIBEIZHIJIANCHUBUHEGE,XIAOFEIZHEYIRANQUZHIRUOWU?PINPAIYINGXIAOZHUANJIABIAOSHI:YIYUNYIBUZAISHIPUTONGDEBIAOGAOJIADESHUI,YICHENGWEIYIZHONGGAODUANYUZUNGUIDE“DUTEFUHAO”,GAODUANPINPAIMAIDESHIYIZHONGGANJUEHEXIAOFEIZHEWENHUA,HUOZHESHIJIXIAOFEIZHEDAILAIYIZHONGPINZHIHUA、FUHAOHUADESHENGHUOFANGSHIHEMENGXIANG。

足球彩票  SUOYIDUIXIAOFEIZHEERYAN,TAMENYEXUBUGUANHEDAODEYIYUNSHIFOUZHENZHENGYUANZIAERBEISISHAN,TAMENMAIDESHIYIYUNPINPAI200NIANDECHUANQI,HEXIAQUDESHIQIBEIHOUDECHUANQIGUSHIHEZUNGUIMENGXIANG。

足球彩票  ZAOQI,YIYUNJIANGTADEZHENGGEFAXIANGUOCHENGBIANCHENGYIGE“HOUJUEQIJIQUANYU,NAPOLUNSANSHIJIQIHUANGHOUCIMING”DEJIJUCHUANQISECAIDEGUSHI。ZHEIGUSHIYIJIANGJIUSHISHANGBAINIAN,SIHUBAITINGBUYAN。DANYIYUN“GAOMING”DEDIFANGJIUZAIYU,SUISHIDAIDEBIANHUA,YIYUNDEGUSHIYEZAIBUDUANSHENGJIDIEDAI,YOUQIZAIQUANQIUYIDONGHULIANWANGSHIDAI,JIANGCHULE“Live YoungHUOCHUTONGZHEN”DEXINGUSHI,ERQIEBUDUANYANYI,ZHANGSHENGBUSHUAI。

  

 

营销策划

 

  

足球彩票  XIANGXINHENDUORENBEIYIYUNLive Young“baby and meFANLAOHAITONG”YIXILIEDECampaignPENGRANXINDONG,XIANGXINBUSHAORENBEIYIYUNLIANXU10NIANYUGELEISHEJIDASHITUICHUDESHECHIXIANLIANGKUANPINGSHENJINGYAN;XIANGXINNILVLVZAIGAOERFU、WANGQIUDENG“GUIZUYUNDONG”ZHONGJIANDAOYIYUNDESHENYING,XIANGXINNIYEBUDUANZAIGUONEIWAISHEJIAOMEITIKANDAOMINGXINGMINGRENMINGYUANDENGBUJINGYIJIANHEQILEYIYUN...

  JINTIAN,WEISHENMEHENDUOZHUIQIUGAOPINZHISHENGHUODERENYIRANDUIYIYUNQINGYOUDUZHONG?GUANLIDASHITUOMASI BIDESISHUO:JULIYIJINGXIAOSHI,YAOMECHUANGXIN,YAOMESIWANG。YIYUNDECHENGGONGJIUZAIYUQIBUDUANCHUANGXIN,FUYUPINPAIJICHANPINXINDEJINGSHENYUGUSHI。ZHENGRUCENGYUYIYUNHEZUODESHIJIEZHIMINGSHIZHUANGSHEJISHIPaul SmithSUOSHUO“NIANQINGSHIYIZHONGTAIDU,SHENGHUOJIUYAOYINIANQINGDEXINXIANGSHOUMEIYITIAN”,XIAOFEIZHEWEI200NIANCHUANQILISHIYIYUNSUOJIANGSHUDE“Live Young”XINGUSHISUOZHEFU。

  

 

营销策划

 

 

  HUANKANQUANQIUSHECHIPINXINGYE,YUYIYUNCHUANQIZAIXUXINGCHENG“TIANRANGZHIBIE”DESHI,QUANQIUGAODUANSHECHIPINXINGYEXIANRU“DIMI”,JUBEIENBAOGAO,JINBAINIANGAOSUZENGZHANGDESHECHIPINXINGYEFENGGUANGBUZAI,MEINIANQUANQIUXIAOLIANGXIAJIANG4-5%,TONGSHIMEINIANYOUCHAOGUO100GEZAIZHONGGUOJIQUANQIUDEMENDIANGUANBI,CHULEZHANLVEDIAOZHENGYIWAI,ZUIZHUYAODEZHENGJIEZAIYUMEIYOUGENSUISHIDAIDEBUFA,XIANYIBURUGEXINGHUADESHIDAI,NEIXIEPINPAICHENZHIMALANGUZIDELAODEGUSHIBUZAINEIMEXIYINRENLE。

 

  2

  英国John Lewis百货公司

  3NIANQIAN,DANGMAYUNSHUO“CHUANTONGLINGSHOUYEHUIHENKUAISIDIAO”,WOMENHAIJUEDEWEIYANSONGTING,ERJINKANKAN2016NIANGUONEIYOUJINBAIJIALINGSHOUQIYEJIBAIHUOGONGSIGUANMENDAJI,ZAIKANGUOWAIJIULIANWOERMAYENANTAO2016GUANDIANJIN300JIADIANDEEYUN,QUANQIULINGSHOUYEZHENGZAIZAOYU“SHENGSIJIE”。

  WANSHIZONGYOULIWAI。YONGYOU150DUONIANLISHIDEYINGGUOZUIDADEBAIHUOSHANGDIANJohn Lewis,QUEZAIZHEICHANGHULIANWANGDACHAOZHONGBUJINMEIYOUDAOXIA,FANER“LAOSHUFAXINZHI”,PINGJIEMEINIANDE“SHENGDANJIEGUANGGAO”,2012-2016MEINIANXIAOSHOUEBAOCHI16%ZUOYOUDEWENDINGZENGZHANG,ERQIELIANDAIDAIDONGYINGGUOGEDABAIHUOGONGSIJILINGSHOUYEZHENGTIFUSU。

  

 

营销策划

 

 

足球彩票  YIZHIGUANGGAO,YIZHIYOURUZAIZHONGGUODESHUANG11DUORUNIUMAODESHENGDANJIEGUANGGAO, John LewisRUHEPINGJIEMEINIANDESHENGDANJIEGUANGGAO“NIUZHUANQIANKUN”?

  John LewisBEICHENGWEI“DIQIUSHANGZUIHUIPAIGUANGGAODEBAIHUOGONGSI”,ZI2007NIANKAISHI,QIMEINIANDESHENGDANJIEGUANGGAO,CHENGLEQUANQIUQIDAIDESHI,YONGYUANBUHUIRANGNISHIWANG!2016 NIAN《RENRENDOUAILIWU》、2015NIAN《YUELIANGSHANGDENANREN》、2014NIAN《QIEDELIWU》、2013NIAN《XIONGYUTUZI》、2012NIAN《XUERENDELVXING》、2011NIAN《MANZHANGDEDENGDAI》...

  

营销策划  
营销策划  

 

营销策划

 

 

足球彩票  SUIRANMEINIANSHENGDANGUANGGAOPIANJIANGDEGUSHIBUTONG,DANZHEIXIEGUANGGAODOUJUYOUJIZHIWEIMEISHIJUEXIAOGUOHEZHICHUXINLINGGANDONGDEGONGTONGDIAN,YERANGJohn LewisNEIJUZHUMINGDEKOUHAO——“Neverknowingly undersold(CONGBUKEYIDIJIAPAOSHOU)”GENGJIASHENRURENXIN,MEIMEICHENGWEISHENGDANJIEYINGGUORENJIQUANQIUWANGYOUQIAOSHOUQIDAIDEZUOPIN,ZHEISHISHENZHENPINPAICEHUAGONGSIYAOZHONGDIANSIKAODEWENTI。

足球彩票  JohnLewisDEGUANGGAOGUSHIZHISUOYIYOUZHEIMEQIANGDADEYINGXIANGLI,SHIYINWEITASHIZHONGYIQINGGANGUANHUAIWEIZHUZHI,SHIZAIDUIRENXINGDEDONGCHAJICHUSHANGZHIZUOCHULAIDE,SUOYIZONGSHINENGCHUDONGRENNEIXINZUIROURUANDEBUFEN。ERJohn LewisDUIYUXIAOFEIZHEDEDONGCHA,YUANBUZHIYURENXINGZHEIYIJINGSHENLINGYU。JohnLewisDEHENDUOYINGHEXIAOFEIZHEDECUOSHIDOULAIYUANYUGUKEGOUMAISHUJUDESHOUJIYUFENXI,CONGZHONGZONGJIEHEWAJUEGUKEGOUMAIFANGSHIHEQUSHIDEBIANHUA,RANHOULIYONGYIQIEKENENGDEJISHU、FANGFAHESHOUDUANQUXIANGYINGHEMANZUXIAOFEIZHEBUDUANBIANHUADEFENGFUXUQIU,PEIYANGTAMENDEZHONGCHENGDUHEMEIYUDU。YINGGUOLUNDUNNIUJINJIESHANGDEJohn LewisBEIYINGNVWANGSHOUYU“HUANGJIARENZHENG”DERONGYU, John LewisSHIYINGGUORENXINMUZHONGMANYIDUZUIGAODELINGSHOUSHANG,JINLIANGNIANDEMANYIDUDOUCHAOGUOYAMAXUNZHANJUDIYIDEWEIZHI。

  HUIKANGUONEI,QUESHILINGYIFANXIAOTIAOJINGXIANG。YIBAIHUOHECHAOSHIWEIDAIBIAODESHITILINGSHOUQIYE,ZAI2016NIANZAOYULEGENGYANZHONGDEKUITUI。KUISUN、GUANDIAN、CAIYUANHEJIANGXIN,ZHENGCHENGWEIYIJIAYOUYIJIAGONGSIBUDEBUMIANLINDECANKUXIANSHI。ZAIDIANSHANGCHONGJI、XIAOFEIXIGUANBIANQIAN、HONGGUANJINGJIDIAOZHENGDENGDUOZHONGYALIXIA,SHITILINGSHOUDAOLESHENGSICUNWANGDESHIZILUKOU。

  RUGUOSHUOJohn LewisDAIJIZHONGGUOLINGSHOUJIBAIHUOYEYIDIANQISHIDEHUA,RUQIJITUANDONGSHIZHANGCharlie MayfieldBIAOSHI:DANGQIYENENGGOUBIBIERENGENGZAODIYUCEHEXIANGYINGGUKEXUQIUSHI,TAWANGWANGNENGGOUYINGDEGUKEDEXIN。WULUNGUKEXUANZENATIAOTUJINGHUOZHEHEZHONGXINGSHIYUWOMENJIECHU,WOMENDOUYAOJINZUIDADEKENENGRANGYIQIEBIANDEFANGBIAN、JINGZHUN、YOUQUHELINGRENJIDONG。

 

  3  中国海尔

  CONGFAGUOYIYUNDAOYINGGUOJohn LewisBAIHUOGONGSI,ZHEIXIEGUOJIPINPAIJIANGGUSHIDENENGLIBENSHENJIUSHIYIZHONGCHUANQI,NEIWOMENZHONGGUOYOUMEIYOULEISIDEQIYEDAIBIAONI?TIDAOZHONGGUOQIYEDEDAIBIAO,CHULEBATHULIANWANGXINXINGGONGSI,WOMENKEYIZAIQUANQIUYINYIWEIAODEYOUSHEI?HAIERWUYISHIQUZHIKESHUDEDAIBIAOZHIYI。

足球彩票  NIDUIHAIER“XIONGDI”SHISHENMEXINGANJUE?SHIJIEDUIHAIERSHISHENMEYINXIANG?CONG1985NIANYIZACHENGMINGDAOJINTIAN,ZAIZHUANXINGSHENGJIHEXIAOFEISHENGJIDELANGCHAOZHONG,HAIERDESHIJIEJIAOBUYUEZOUYUEKUAI,ZAIQUANQIUHULIANWANGCHUANBODESHIDAI,HAIERYEDUPIXIJINGZAIQUANQIUJIANGSHUZHEXINGUSHI。

  1、海尔洗衣机全球立硬币

足球彩票  GUANGGAODASHIDAWEIAOGEWEISHUO:RUGUONIMEIYOUCHUANGYILINGGAN,NEIJIUQUSHENGHUOZHONGQUFAXIAN。ZI2016NIAN10YUEFENYILAI,WULUNCONGWANGLUOSHIPINSHANG,HAISHIQUANGUOGEDIDEXIANXIAHUODONGZHONG,DOUNENGKANDAOHAIERZAIYUNXINGDEXIYIJISHANGSHUYINGBIHUODONG,MIANZHI5JIAOQIANDEYINGBI,YIGEZHONGZAOXINGLIZAIYUNZHUANDEXIYIJISHANG,ERYINGBIBUHUIDAO, CONG“KAIXUANMEN”DAO“GUANGZHOUTA”、“TAIGUODAHUANGGONG”,LINGRENJINGTAN;2017NIAN2YUEGENGSHIZAIXINXILANMAICHANGXIANQILIYINGBIHAIWAIFENGCHAO,JIEZHIMUQIAN,LIYINGBIHUODONGYIJINGCHIXU5GEDUOYUE,KUAYUE1/3GEDIQIU,SUOLIQIDEYINGBISHULIANGHEZAOXINGBUDUANSHENGJI,HAIERXIYIJIANJINGPINGWENDECHANPINXINGNENGYEDELEQUANQIUXIAOFEIZHEDERENKE。

  

 

营销策划

 

足球彩票  

  SHUODAOZHEILI,YEXUYOURENHUIXIANGQITAXIYIJISHANGJIAZHEIMEZUOSHIBUSHIYEHUICHENGGONG?QISHI,HENDUOQIYEXUANCHUANCHAOZUOYOUGENBENXINGDE“WUQU”,CHANPINBUGUOYING,CHUNCUICHAOZUOCOU,HAOCHANPIN、HAOGUSHI、HAOCHUANBOSANZHEHEYICAINENGXINGCHENG“HUDIEXIAOYING”。

 

  2、海尔冰箱称出好味道

足球彩票  GUANGGAODASHILIAOBEINASHUO:CHUANGYIJIRENSHENGMINGHESHENGQU。JINQI,YIDUANMINGWEI《HAIERBINGXIANG:YONGJIANKONGPAIXIASHIWUSUOSHUIZHENXIANG!》DEDUANSHIPINSHOUDAOLEWANGYOUMENDEGUANZHUHEZHUANFA,LIANGTAICHENGJINGQUEDIJILULEBUTONGSHICAIZAIBINGXIANGBAOXIANZHIHOUDEZHONGLIANGBIANHUA,SHICAIDEBAOXIANXIAOGUOYEXIANXIANCHULAI。ZHONGSUOZHOUZHI,HAOWEIDAODOUSHIPINCHANGCHULAIDE,DANWEILERANGGENGDUOXIAOFEIZHELEJIEBINGXIANGSHICAIBAOXIANZHENXIANG,HAIERBINGXIANGDUPIXIJINGXUANZEYONGCHENGCHENGCHUBINGXIANGBAOXIANDEHAOWEIDAO。

  

 

营销策划

 

  

足球彩票  NIHUIFAXIAN,BENCITUIGUANGDAPOLEWOMENDUIYU“XINXIANHAOWEIDAO”SHITONGGUO“CHANG”DESIWEIBIANJIE,TONGGUO“CHENG”DEFENXIYUQIUZHENG,ZAIWOMENHUODEXINZHIDETONGSHI,ZAIWOMENXINZHIZHONGLIUXIAHAIERBINGXIANGCHENGCHUHAOWEIDAODEDUJIALUOYIN。XIANDAIGUANLIZHIFUBIDE.DELUKEYOUYIJUMINGYAN,QIYEDEMUBIAOSHICHUANGZAOKEHU,YINCIQIYEYOULIANGGEBINGQIEZHIYOULIANGGEJIBENGONGNENG:SHICHANGYINGXIAOHECHUANGXIN,“HAIERBINGXIANGCHENGCHULAIDEXINXIAN”CHUANGXINYINGXIAOJIUJIANGZHEILIANGZHELINLIJINZHIDEZHANXIAN。

  【四点思考】

  CONG200NIANCHUANQIDEFAGUOYIYUNDAO150NIANQIJIDEYINGGUOJohn LewisBAIHUOGONGSI,ZAIDAOZHONGGUOHAIER,CONGZHEISANGEQIYECHIXUJIANGCHUPINPAIHAOGUSHIDEANLI,WOMENHUOXUKEYIDECHUSIDIANQIFAHESIKAO,QUANQIUYIDONGHULIANWANGSHIDAI,QIYERUHENENGJIANGHAOPINPAIGUSHI?

  1、思维:以用户为中心却要领先用户半步

足球彩票  TANGMU.BIDESI(TomPeters)CENGSHUO:GUKESHIZHONGYAODECHUANGXINLAIYUAN,YISHANGSANGECHENGGONGANLI,WUYIBUSHICONGGUOQUDE“YIQIYEWEIZHONGXIN”ZHUANBIANWEI“YIYONGHUWEIZHONGXIN”,SHENKEDONGCHAYONGHUDEXUQIUQUSHIHEXIAOFEIXINGWEIDEDIEDAI,LINGXIAN“YONGHUXUQIU”BANBU,BUDUANCHUANGXINCHANPINHEFUWU。

  2、品质:产品质量只有100分和0分之别

  SONGXIAXINGZHIZHUSHUO:CHANPINZHILIANGLAISHUO,BUSHI100FENJIUSHI0FEN。WULUNSHIDAIZENMEBIANQIAN,ZAIHAODECHUANGYI,ZAIHAODEGUSHI,LIKAICHANPINZHILIANGBENSHENWUYICHENGLEWUSHUIZHIYUAN、WUBENZHIMU。

  3、内容:内容不是发信息是创意整合营销

足球彩票  MEIGUOContent Marketing InstituteDIAOCHASHUJUBIAOMING, 87% DEXIAOFEIZHEXUANCHENGNEIRONGDUITAMENDEGOUMAIJUEDINGYOUZHEJIDAYINGXIANGLI,NEIRONGYINGXIAOYIJINGCHENGWEIQIYEYINGXIAOZHONGDE「KONGQI」WUCHUBUZAI。 “GAOJUGAODAYIDAOQIE”DENEIRONGBEIYONGHUPAOQI,TAMENGENGXIHUANGEXINGHUAJIEDIQIDENEIRONG,NEIRONGYINGXIAOBUSHIDANCHUNDEFA“YINGXIAOXINXI”,CHUFADIANYONGYUANDOUSHIMUBIAOYONGHUDEXUQIU,TONGSHIBIXUSHICONGPINPAIZHANLVEDAOCHUANGYIXINGXIAODEZHENGHEYINGXIAO。

  4、传播:新技术新手段激发用户参与分享

足球彩票  ZHEISHIYIGEXIAOFEIZHEZHUDONGXUANZEDESHIDAI,RUHERANGXIAOFEIZHECONGCHENGQIANSHANGWANDEPINPAIHUODONGZHONGYIYANFAXIANNIBINGXIHUANSHANGNI,GUANJIANZAIYUXIYINYUJILI,TONGGUO“SHEJIAOBI”RANGTAMENCANYUJINLAIBINGZIFAFENXIANG。TONGSHI,ZHEIZHONGCHUANBOYUFENXIANG,BIXUJIEZHUDASHUJU、XINJISHU,XINGONGJUDENGTIGONGZHUNQUEDU,TIGONGZHUANHUALV。