上海快3

支撐美的從8.6億到2000億的三大核心品牌資產

       作為美的品牌發展戰略的主要參與者與制定者,美的三大品牌超級符號(美的熊、美的標志、廣告語)的建立,從而構建了美的快速發展的核心要素,推動其從8.6億到2000億的高速成長。

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公司名稱  美的集團股份有限公司

行業分類  家電行業

合作模式  品牌全案策劃服務

閱讀目錄
01

YIZHIXIAOBEIJIXIONGGONGKAILESHICHANGDAMEN

02

QIANGZHANDIYI

03

WAJUEKONGDIAOSHICHANGDUOGE“DIYI”

策劃成效
  • 構建美的三大品牌符號(美的熊、美的標志、廣告語),推動其從8.6億到2000億的高速成長。
  • 美的空調從行業排名第六上升到第二,成為家電行業品牌營銷策劃典范,榮獲多項國內大獎。

一只小北極熊拱開了市場大門

上海快3   2009NIANMEIDE“JIADIANWANGGUO”CHANGQINGSHU,NIANXIAOSHOUEJIJIANGSHIXIAN1000YIRENMINBIDAGUAN,QIFAZHANGUANJIANDIAN——98NIANMEIDEKONGDIAOZHANYIGONGBUKEMEI。ZHENGYINWEITADECHENGGONGXUNSUGAIBIANMEIDEDIANQIBEIZHENGFUZHENGHEMINGYUN,TONGSHIRANGMEIDEKONGDIAOCONGXINGYEPAIMINGDILIUSHANGSHENGDAODIER,BINGCHENGWEIJIADIANXINGYEPINPAIYINGXIAOCEHUADIANFAN,BINGRONGHUODUOXIANGGUONEIDAJIANG。

上海快3   YOURENCENGKAIWANXIAODISHUO:“GONGLIQIANJINYIXIAO,MEIYOUXIAOKAISHICHANG,MEIXIANGDAORANGYIZHIBEIJIXIONGGONGKAILESHICHANGDAMEN。”MEIDEKONGDIAOGUANGGAOZHONGBEIJIXIONGKEAI、YOUMODEBIAOYAN,BUJINRANGRENDUIGUANGGAOCHANSHENGHAOGAN,ERQIEDUIGUANGGAOSUQIUDEDUTEMAIDIANLINGRENJIYISHENKE。

上海快3   YOUYUYIQIANMEIDEKONGDIAOGUANNIANLUOHOUDAOZHIJUECESHIWU,SHICHANGZENGCHANGSUDUHUANMAN,DAOZHIYIHOUDESHICHANGTUIGUANGGONGZUOMIANLINHENDADEWENTI,YOUQIDANGSHIMEIDEKONGDIAOSHICHANGQUDAOWANGLUOYANZHONGLUOHOUYUJINGZHENGDUISHOU。

搶占第一

上海快3   YIGEPINPAIYAORUHEHUODEYOUSHIDEJINGZHENGDIWEI,XUNSUCHENGWEIXIAOFEIZHEXINZHIKONGJIAN“DIYI”NI?XIAMIANYOUMEIDEKONGDIAOZONGCEHUALIJINKUIJIEDUQIMEIDEKONGDIAOANLICHENGGONGGUANJIANYAODIAN:

  第一、用市場來明確自己的競爭優勢

  TONGGUOSHICHANGDIAOYANBIAOMING:68%DEXIAOFEIZHEGOUMAIKONGDIAOJINXINGPINPAIZHUANYI。YEJIUSHISHUO,XIAOFEIZHEDUIGUOCHANPINPAIZHONGCHENGDUHENDI,ERXIAOFEIZHEGOUMAILIYOUDUOSHUSHIXINCHANPINHEXINGONGNENG,ZHEYIXIAOFEIZHEXUQIUZHENGHAOQIHELEMEIDEKONGDIAOQIANGSHI:DANGNIANMEIDEYOU69KUANXINPINJISHUZHIBIAODADAOGUONEIDINGJISHUIPING。

  第二、給消費者一個清晰的品牌形象概念

  CONGDANGSHIKONGDIAOXINGYEZHUYAOMUBIAOJINGZHENGDUISHOUJINXINGFENXILAIQUEDINGMEIDEKONGDIAOPINPAIGEXING,DINGWEIYU\"XIAOFEIZHEZUIXIANGYONGYOUDEKONGDIAO\",YONGLEMEIDEKONGDIAOZHIHOUFAXIAN\"YUANLAISHENGHUOKEYIGENGMEIDE\",BINGJIANGCIJUZUOWEIPINPAIGOUTONGYUYAN。JIASHEMEIDEKONGDIAOPINPAISHIYIGEREN,YINGGAISHUOSHI:“JUYOULINGDAOZHEQIZHI,YONGBUZHUISUIBIEREN,JISHULINGXIAN,BUDUANJINBU。”

  第三、尋找產品記憶點

  WEILEJIAQIANGXIAOFEIZHECHANPINMINGCHENGJIYI,LIYONGFUPINPAISHIYIGEHENYOUXIAODEBANFA,ZENYANGBAYUANLAIPINPAIZICHANJIAYILIYONGNI?MEIDEMINGXINGGONGLIDEGUANGGAOXIANGCHEHAINEIWAIDE,LIYONG\"XINGZUO\"LAIMINGMING,SHIYIGEHENHAODEFUPINPAICELVE,YILAIKEYITONGMINGXINGLIANXIQILAI,ERLAIYONG\"XING\"ZIDAIBIAOYUZHOU、KEJI,SANLAI\"XING\"SHILENGSEDIAO、DAIBIAOYEWAN、ANJING、LIANGSHUANG,HEKONGDIAOBENSHENDESHUXINGXIANGWENHE,TONGSHISHENHUAMEIDEKONGDIAOCHANPINLIYIDIANDEJIYIDU。

挖掘空調市場多個“第一”

  第四、明確主力形象概念產品

  CONGSHICHANGYANJIU,YICHUANTONGPINPAIYINGXIAOCEHUAGONGSIFAXIANDANGNIANKONGDIAOSHICHANGSHANGFENTISHIKONGDIAOZUIYOUSHANGLIANGDEJICHU,QIZHONG1.5PIFENTIJISHICHANGXUQIUZUIDA,MEIDEKONGDIAOSHIYEBUXUNSUZUZHISHENGCHAN32JI。

上海快3   ZAIJINXINGXIAOFEIZHEGAINIANCESHISHIFAXIAN,SHIMIANSHANGKONGDIAOZHIREXIAOGUOBURUZHILENGXIAOGUOMINGXIAN,XIWANGCHANGJIASHENGCHANZHIREXIAOGUOYUZHILENGXIAOGUOYIYANGHAODEKONGDIAO。QISHISUOYOUPINPAIKONGDIAODEZHIREYUZHILENGCANSHUDOUYIYANG,MEIYOUYIJIAZHIREGONGLVBIZHILENGGONGLVDI。YIXUEZHUANJIAJIEKAILEWENTIDEDAAN,RENDEPIFUDUILENGDEGANJUEJIAOWEIMINGAN,RUGUOZHIREGONGLVYUZHILENGGONGLVXIANGTONG,NEIMERENDEGANJUEJIUSHIZHILENGXIAOGUOBIZHIREXIAOGUOHAO。WEILEMANZUXIAOFEIZHEZHEYIDUTEDEXUQIU,YICHUANTONGPINPAIYINGXIAOCEHUALIJIYUKAIFABUMENSHANGTAO,JIANG“ZHILINGXING”RELIANGBIYIQIANTIGAO20%,BINGTONGSHIJIANG“ZHILINGXING”DECHUANBOZHUTIDINGWEI:MEIDEKONGDIAOZHILINGXING,RELENGBIGAO120,HANDONGJUEJI。

  第五、依據市場需求,細分產品市場

上海快3   TONGGUOSHICHANGDIAOCHA,YICHUANTONGPINPAIYINGXIAOCEHUAFAXIANYOUXIEXIAOFEIZHEBUXIANGSHIYONGKONGDIAO,YUANYINQUESHI“YONGKONGDIAO,KONGQIBUXINXIAN”。YUSHIYICHUANTONGPINPAIYINGXIAOCEHUALIMADONGSHOUYANFA“HUANQIXING”KONGDIAO。QISHIZHEZHONGJISHUBINGBUNAN,DANMEIDEJIUSHIZUODAOLEXIFENSHICHANG,ZUODAOLE“DIYIGETICHUHUANQIKONGDIAO”,“DIYIGEYANFALEHUANQIKONGDIAO”DEQIYE。YOUCIYINLELINGYICHANGKONGDIAOFENGBAO。

  第六、尋找到一個\"解決技術語言障礙的形象載體,作為美的空調與消費者溝通的語言

  BEIJIXIONGDECHUXIAN,SHIRENZIRANLIANXIANGDAOHANLENGZHEGESHUXING。WUXUGUODUOYANYUJIESHI,XIAOFEIZHEJIUYIMULERAN。TONGSHIYEWEIMEIDEKONGDIAOPINPAIXINGXIANGJIANLIXUNSUCHUANDIQINGXISHIJUEFUHAOGAINIAN。MEIDEKONGDIAOLIYONGBEIJIXIONGDEYULEQUWEIXINGBIAOYAN,QINGYIXIEXIAXIAOFEIZHEDEXINLIFANGBEI,DATONGJISHUSHUYUDEZHANGAI,BAGUANGGAOSUQIUDIANDARUXIAOFEIZHEDEXINLI。

  第七、差異化產品定位

上海快3   CONGDIAOYANBAOGAOKANCHU,KONGDIAOANJINGZUOWEIXIAOFEIZHEXUANZELIYOUZHAN46%。SHUZISHUOMINGYIQIE,YINCICHANPINGUANGGAODINGWEIFANGZAIANJINGSHANG。DANGNIANHENDUOPINPAIKONGDIAODOUMAI“JING”。\"LENGJINGXING\"YUBIERENBUTONGZAINALINI?33FENBEIDAODIYOUDUOJING?ZHESHIGEHENCHOUXIANGDEGAINIAN。GUANGGAOCHUANGYILIYONGLEMEIDEKONGDIAODAIYANRENBEIJIXIONGZAIBUTONGFENBEIHUANJINGZAOYINXIADEKUAZHANGBIAOYAN,ZHONGYURANGRENMINGBAI33FENBEIBIXIANGCUNYEWAIDEYEWANHUANANJING。ZHEYANGANJINGDEHUANJING,KEYIRANGNIYIJUESHUIDAODATIANLIANG。

  第八、規范終端形象

  ZHONGDUANXIANCHANGTUIGUANGBUNENGLIJIEWEISHANGCHANGJUTAISHANGBAIYANGPIN,PAIYIGEDAOGOURENYUANHUOSHELIJUTAINEIMEJIANDAN,SUOYI“LENGJINGXING”XIANCHANGTUIGUANGZHUZHUALIANGKUAI,YISHIXIANCHANGZHANSHI,ERSHIXIANCHANGJIECHUGUANLI(DAOGOUXIAOFEI),XIANCHANGZHANSHISHIGENJUMEIDECIBIAOZHUNZHIDINGZHUANJU、ZHUANMAIDIANBIAOZHUNSHOUCE,CONGYONGCAI、BIAOZHUNSE、ANTIDENGJINXINGGUIFAN,TONGSHIDUIYANGJIBAIFANG、POP、HAIBAO、BUGANJIAO、DIAOQI、LIPAITONGYIGUIDINGBAIFANGBIAOZHUN。

  WEILERANGQUANGUOJINGXIAODANWEIYOUTONGYIZHIXINGGUIFAN,MEIDEKONGDIAOZHIDINGLEZHUANJUZHIZUOBIAOZHUNSHOUCE、XUANCHUANZILIAOSHIYONGGUIFANSHOUCE,QUANGUOSUOYOUJINGXIAOMEIDEKONGDIAODESHANGCHANGBIXUTONGYI。

上海快3   RANGXIAOFEIZHEJINRURENHEYIJIAMEIDEKONGDIAOSHANGCHANG,DOURUJINRUTONGYIJIAGANJUE,TIGAOXIAOFEIZHEDUIMEIDEKONGDIAODEKEXINDU。TONGSHIHUANZAIQUANGUOGEDASHANGCHANG、KONGDIAOZHUANYINGDIAN、PINQINGHUOHESHANGJIAGONGTONGPINQINGMEIDEZHUANZHIXIANCHANGTUIGUANGRENYUAN。BINGDUITAMENJINXINGZHUANYEPEIXUN,CONGQIYEJIESHAO、CHANPINLEJIE、DAOGOUJIQIAO、DAOGOURENYUANDEZIWOGUANLIDENGQUANFANGWEIJINXINGPEIXUN。MEIYOUPEIXUNBUYUNXUSHANGGANG、KAOSHIBUHEGEBUYUNXUSHANGGANG。DUIXIAOFEIZHEJINXINGQUANGUOCHENGXIAOSHOUFUWU。

上海快3   XIANCHANGTUIGUANGRENYUANDUIZIYIFUZEDESHANGCHANGZAICHANPINXIAOSHOUHOUYIZHOUZHINEIBIXUJINXINGDIANHUAGENZONGHUIFANG,RUOYOUWENTILIJILIANXISHOUHOUFUWURENYUANJINXINGJIEJUE。ZHEYANGYILAI,MEIDEKONGDIAOZAISHICHANGSHANGJIANLILELIANGHAODEKOUBEIXUANCHUAN,ZHENZHENGZUODAOKONGZHIYINGXIAOTUIGUANGMEIGEHUANJIE,DUIGUKEQUANGUOCHENGYINDAOHEFUWU。

  TONGGUOYISHANGQIDIANCAOZUOJIELUN,YICHUANTONGPINPAIYINGXIAOCEHUAKEYIQINGXIKANCHU,DANGNIANMEIDEKONGDIAOCHENGGONG,BINGBUSHIPINGDIANZILAIQUSHENG,ERSHIJINGGUOXITONGSHICHANG、CHANPIN、XIAOFEIZHEYANJIU,WAJUEKONGDIAOSHICHANGHENDUODE“DIYI”GAINIAN。

上海快3   DIYIGEPINPAIGAINIANDINGWEIQINGXIHUA;

  DIYIGEYISHICHANGXUQIULAIGAIJINCHANPINZHILIANG;

  DIYIGELIYONGFUPINPAICELVE;

  DIYIGEJIANGJISHUYUYANBIANWEIXIAOFEIZHEDEYUYAN;

上海快3   DIYIGEXUANYONGBEIJIXIONGZUOWEICHANPINXINGXIANGDAIYANREN;

  DIYIYUNYONGZHENGHEYINGXIAOCHUANBOCELVEJINXINGZHONGDUANPINPAIJIANLI,RANGXIAOFEIZHEQUANFANGWEIGANZHIMEIDEKONGDIAOCHANPINDELIYIDIAN、CHANPINDEXINGXIANG、ZHONGDUANFENWEIDEJIYIDIAN。

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