上海快3

奧貝玩具,助力奧飛動漫成就超400億市值領軍品牌

       中國的嬰幼兒玩具市場一直是國內外商家的必爭之地,各大商家爭先恐后投身其中,競爭日益激烈。此次作為“奧迪雙鉆”這一中國玩具領軍品牌的子品牌,奧貝進軍嬰幼兒玩具市場,不僅僅是延伸本企業的產品路線,更重要的意義在于滿足嬰幼兒市場的需求,讓中國所有的寶寶都能在玩具的世界里健康快樂地成長。

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公司名稱  廣東奧飛動漫文化股份有限公司
行業分類  玩具行業
服務模式  整合營銷策劃

閱讀目錄
01

XIANGMUBEIJING

02

DACHENGGONGSHI

03

SHICHANGDIAOYAN,ZHENGHECHUANBO

04

ANLIQISHI

策劃成效
  • 澳迪玩具開拓嬰幼兒玩具市場
  • 精準定位 策略先行
  • 渠道創新 成就第一

項目背景

  ZHONGGUOWANJUXINGYEZAIGAIGEKAIFANGYILAI,YIZHICHENGKUAISUJIANKANGDEFAZHAN,CHANPINYUANXIAOJIHUSHIJIESUOYOUGUOJIA,OUMEIRIDENGFADAGUOJIAHEDIQUWANJUZONGXIAOSHOUDE70%YISHANGCHANYUZHONGGUO,WANJUXINGYEWEIWOGUOCHUKOUCHUANGHUI、JIEJUELAODONGLIJIUYEWENTIZUOCHULEJIJIDEGONGXIAN。

  YUCITONGSHI,WOMENYINGGAIQINGXINGDIKANDAOZHONGGUOWANJUXINGYESUOMIANLINDETIAOZHAN:80%YISHANGDECHUKOUSHIWEIGUOWAIPINPAIJIAGONGSHENGCHAN,JINJINSHI“ZHONGGUOZHIZAO”,GAODUANLIRUNBEIGUOWAIMAIJIAJUEQU,QIYELIRUNLVDIXIA;CHANPINFUJIAZHIBUGAO,ZHINENGDA“DIJIAPAI”;NENGYUAN、YUANCAILIAOJINQUE,CHENGBENYALIZENGDA;LAODONGLI、TUDIDENGSHANGWUCHENGBENBUDUANPANSHENG;ZIZHUYANFASHEJIDECHANPINHEZIZHUPINPAIQUEFA;QIYEZILVXINGCHA,WUXUJINGZHENGSUNHAIXINGYEZHENGTICHUKOUZHIXU;MIANLINGUOWAIYUELAIYUEYANGEDEJISHUBIAOZHUN、CHANPINZHILIANG、HUANBAOHEQIYESHEHUIZERENDENGYAOQIU。

上海快3   ZHONGGUOWANJUQIYEYAOXIANGZOUCHUZIJIDEYITIAOKANGZHUANGDADAO,HUANXUYAOFUCHUGENGDUODESHIJIANHEXINXUE。

  項目背景

  ZHONGGUODEERTONGSHANGYELINGDIYIJINGFAZHANDEPOJUGUIMO,GUONEICONGSHIWANJUZHIZAOHEJINGYINGYULEYEDESHANGJIAYIJINGCONGERTONGSHICHANGZHEKUAIDADANGAOZHONGHUODEJUDALIRUN,ERGUOWAIDEERTONGXIAOFEIPINPAIYEZHUJIANQIANGTANDENGLUZHONGGUO,QIWANGZAIJINGZHENGZHONGFENDEYIBEIGENG。SHAOSHUZAIERTONGXIAOFEISHICHANGHUODECHENGGONGDEYIXIEWANJUZHIZAOSHANGKAISHIJIANGSHICHANGXIFENKAI,RIYIGUANZHUBINGSHIJITOUZIYUYINGERXIAOFEISHICHANG。ZHEXIEJUYOUZHANLVECHUANGXINXINGDEQIYE,KAISHIJIANGYIQIANHULVELEDELINGDIJINXINGZHONGXINSHUZHENG,WAJUECHULECHENGREN、ERTONGYIWAIDEXIAOFEIXUQIU,RU0-3SUIYIXIADEBAOBAO。

  TONGJISHUJUXIANSHI,SUIZHUJINJINIANZHONGGUOYINGERCHUSHENGGAOFENGQIDELAILIN,ZHEYIFAZHANTAISHICUISHENGLEYINGYOUERSHICHANGDEKUOZHANGZHUANGDA。JUZHONGGUOTONGZHUANGWANGXINGYEXIANGGUANZILIAO,JINJINIANZHONGGUOCHENGZHENXINSHENGERDESHULIANGWEICHIZHUYIDINGDEZENGCHANGBILV。1999NIANDAO2003NIANQIJIANMEINIANXINSHENGERDESHULIANGPINGJUNDADAO650WANZUOYOU,DAO2004NIANXINSHENGERDESHULIANGYIDADAO761WAN。SUIZHUMINJIAN “JINZHUJINGOUNIAN”DEYANYULIUCHUAN,2006ZHI2007NIANZHONGGUOJIANGYINGLAIJI“QIANXIBAOBAO”ZHIHOUDEYOUYIXINSHENGERCHUSHENGGAOFENG。

上海快3   ZHEYISHICHANGDAJIYU,RANGGUONEIWAIHENDUOSHANGJIAKAISHIMANGLIUQILAI。TAMENYIJINGYUJIDAOLEYINGYOUERXIAOFEISHICHANGDEJUDAQIANLI,DAJIAMOQUANCAZHANGZHUNBEIKAISHIYICHANG“QIANGDUO”ZHIZHAN。LAOPINPAIFENFENTUICHUGESHIXINPIN,XINPINPAIKAISHIBUDUANJIERUBINGHOUFAZHIREN。ZAIZHEYANGYIPIAN“DAHAOXINGSHI”ZHIXIA,AOBEIWANJUDANSHENGQIZHONG。

達成共識

  澳迪玩具開拓嬰幼兒玩具市場

上海快3   SUIZHUSHEHUIFAZHANYUSHENGHUOSHUIPINGDEBUDUANTIGAO,JIACHANGMENYUELAIYUEZHONGSHIXIAYIDAIDEJIANKANGCHENGCHANG,ZHEYECHENGWEILESHEHUIGUANZHUDEYIDAWENTI。BABAMAMAZHUJIANRENSHIDAOSUOWEIDE“JIANKANGCHENGCHANG”BINGBUSHIDANCHUNDESHENTIJIANKANGFAYU,TONGSHIYEYAOGUANZHUBAOBAOMENXINZHIDEFAYU,RANGTAMENSHENGLI、XINLIDOUNENGFAYUCHONGFEN。

上海快3   AODIWANJUZUOWEIZHONGGUOWANJUXINGYEDELINGJUNQIYE,“AODISHUANGZHAN”PINPAIZAI2005NIANRONGHUO“ZHONGGUOCHIMINGSHANGBIAO”CHENGHAO,SHIGUONEIWANJUJIEWEIYIHUOCISHURONGDEQIYE。AODIWANJUBINGCHENG“AIXIN、CHUANGXIN、ZEREN”DEQIYELINIAN,YIRENWENGUANHUAIWEILIZUGENBEN,SHUNYINGSHEHUIXUQIU,JIANGYIZHIWANJUDEKAIFAYANZHILINGYUKUOZHANDAOYINGYOUERWANJUSHICHANG,QIANXINYANJIUTUICHULEAOBEIYINGYOUERWANJU。

  ZHONGGUODEYINGYOUERWANJUSHICHANGYIZHISHIGUONEIWAISHANGJIADEBIZHENGZHIDI,GEDASHANGJIAZHENGXIANKONGHOUTOUSHENQIZHONG,JINGZHENGRIYIJILIE。CICIAODIWANJUJINJUNYINGYOUERWANJUSHICHANG,BUJINJINSHIYANSHENBENQIYEDECHANPINLUXIAN,GENGZHONGYAODEYIYIZAIYU——MANZUYINGYOUERSHICHANGDEXUQIU,RANGZHONGGUOSUOYOUDEBAOBAODOUNENGZAIWANJUDESHIJIELIJIANKANGKUAILEDICHENGCHANG,ZHECAISHIAODIKAITUOYINGYOUERWANJUSHICHANGDECHUZHONG。

  雙方合作

上海快3   AOBEIYINGYOUERWANJUXILIEYONGYOU“AODISHUANGZHAN”ZHEYIMUPINPAIZUOWEI“ZHUANYEHEYOUZHI“DEJIANQIANGHOUDUN,DANZUOWEIYIGEXINPINPAI,QUEFAZHIMINGDUHEYINGXIANGLI,ZAIPINPAITUIGUANGSHANGMIANYIRANCUNZAIJIAODAZULI。AODIWANJUZONGJINGLICAIDONGQINGXIANSHENGJUEDINGWEI“AOBEI”ZHEGEXIAOHAIZHAOYIGE“JIANHUREN”,ZHAOYIGENENGGOURANGQIJIANKANGFAZHANBINGZHUOZHUANGCHENGCHANGDECEHUAJIGOU。

上海快3   BIZHEFUWUDEYICHUANTONGPINPAIYINGXIAOCEHUAJIGOUZAIJIESHOU“AOBEI”ZHIQIAN,QISHIYUCAIXIANSHENGYOUGUOYICIYUKUAIDEHEZUO。TAJIESHOULEYOUYICHUANTONGPINPAIYINGXIAOCEHUAJIGOUZHUBANFAXINGDE《DIANFU》ZAZHICAIFANG,XIANGWOMENDAJIAZIXIJIANGSHULEGUANYUTADERENSHENGJINGLI——CONGSHIERSUIKAISHIXUEZUOSHENGYIDAOERSHISUISUIYONGGANCHUZOUGUXIANGZHIDAOHUODEJINTIANZHEFANCHENGJIU,ZHEGEJINGLIYUNEIXIECHENGGONGDEQIYEJIAYIYANGYONGYOUGONGXINGYUCHUANQIXING。ZAIWANCHENGCICICAIFANGZHIHOU,SHUANGFANGKAISHIRENZHENGUANZHUBICIDEXIANGGUANXINXI。MEIYIQIDE《DIANFU》ZONGHUIRUYUEERZHIFANGDAOCAIXIANSHENGDEZHUOSHANG,NEISHANGMIANJIZAIZHUYICHUANTONGPINPAIYINGXIAOJIGOUZUIJINDEXIAOXIJICEHUADEZHONGDUOCHENGGONGANLI,YICHUANTONGPINPAIYINGXIAOJIGOUYEKAISHIGUANZHUERTONGWANJUZHEYISHICHANGDEFAZHANZHUANGKUANG。SUOWEI“ZHIJIZHIBI”,AOBEIWANJUDESHANGSHI,SHUANGFANGDOUYISHIDAOHEZUODEJIHUIYILAILIN,YIQIE “SHUIDAOQUCHENG”。

  YICHUANTONGPINPAIYINGXIAOCEHUAJIGOUYIXIANGYIYINGXIAOCELVEJIANCHANG,YOUQIZAIJIADIANXINGYEYONGYOULIANGHAOKOUBEI,CICIJIESHOUAOBEIWANJU,WUXINGZHONGGEILEBIZHEHESUOYOUJINKUIRENYIGUYALI:YIQIANMEIYOUZUOGUODEXINGYE,ZIJISHIFOUYOUZUGOUXINXINJIANGTAZUOHAO?XIANGDUIYUQITADAZHONGXIAOFEIPIN,YINGYOUERWANJUJUYOUQIDUTEXING,QITAXINGYEDEJINGYANSHIFOUKEYIJIEJIAN?

上海快3   YICIXINDEQIMIAOLVCHENGJIJIANGZHANKAI,BUTONGSHIJIAODEZHIHUIPENGZHUANG,ZHUJIANDIANRANLEHEZUOSHUANGFANGDEJIQING,JINGUANZAIKAISHIDESHIHOUDAJIAYOUXIEXINCUNYILV,DANSUIZHUHEZUODESHENRU,CHENGGONGDEXINNIANYUBUFAYUELAIYUEJIANDING。

  精準定位 策略先行

  SUIZHUGUOMINJINGJIDEBUDUANZENGCHANGHEJIATINGSHOURUBUDUANTIGAO,FUMUDUIZAOQIYOUERJIAOYURIJIANZHONGSHI。YUCITONGSHIYIXIEGUONEIWAIWANJUPINPAIBUDUANDUIXIAOFEIZHEJINXINGJIAOYU,YINGYOUERWANJUSHICHANGZHUBUBEIKAIFA。

  DIYIBUYAOZUODEDANGRANHUANSHISHICHANGDIAOYAN。AOBEIWANJUYUYICHUANTONGPINPAIYINGXIAOGONGTONGZUCHENGDEXIANGMUXIAOZUZAIBEIJING、GUANGZHOU、SHIJIAZHUANG、CHENGDOUDENGBUTONGCHENGSHIJINXINGZHONGDUANSHICHANGZOUFANG。XIANGMUXIAOZUMEIDAOYIGEDIFANG,DOUYUSHUZHIDANGDIXIAOFEIJIEGOUYUXIAOFEIXIXINGDEDAOGOURENYUANJINXINGSHENRUGOUTONG,TONGSHIYUDANGDIJINGXIAOSHANGTANTAO,YUPENGQIAOZAISHANGCHANGGOUWUDEXIAOFEIZHELIAOTIAN(XIAOZUCHENGYUANGENJUZHIQIANYIJINGNIHAODEXIAOFEIZHEDIAOYANTIGANGJINXINGFANGWEN)。ZAILEJIELEZHONGDUOGUONEIWAIYINGYOUERWANJUPINPAIDESHICHANGFANYINGQINGKUANGHOU,XIANGMUXIAOZUYONGLIXINGDEYANGUANGLAISHENYUEZHEXIECONGSHICHANGYIXIANLEJIEDAODEZILIAO。ZHIDEQINGXINGDESHI,TONGGUOLIXINGSISUOSHOUTOUDALIANGDEZILIAOYUSHUJUHOU,JIEHEBUTONGDIYUXIAOFEIZHEDEGOUMAILI,JIEJIANGEJINGZHENGPINPAIDESHICHANGBIAOXIAN,XIANGMUXIAOZUDACHENGGONGSHI——YINGYOUERWANJUJUBEIJIAODADESHICHANGFAZHANKONGJIAN,ZHEYIJIELUNWUYIWEIXIANGMUXIAOZUZHURULEYIJIQIANGXINZHEN。

市場調研,整合傳播

  “較大的市場發展空間”包含了以下幾大要點:市場集中在禮品、自用這兩塊,其中禮品市場大致占60%;渠道選擇余地較大,如商場、百貨、超市、婦幼小店等;競爭對手相對集中,鎖定香港的百利威、國內的迪孚;終端推廣物料較少,大包裝陳列作為形象宣傳的主要載體;消費者接受的產品(送禮為主)價格在一線市場大致為100元左右,二線市場為50-60元左右。

上海快3   JIRANZHAODAOLEYOUNAXIEFALIDIAN,WOMENJIEXIALAIDEGONGZUOBIANSHIJIZHONGLILIANGXUANZEZUIQIADANGZUISHENGLIDEZUOZHANFANGSHILE。

  TONGGUOSHICHANGZOUFANGWOMENFAXIAN,MOUXIEGUONEIYINGYOUERWANJUPINPAISUIRANYONGYOUYIDINGFENEDESHICHANGZHANYOULV,DANQIRENGRANTINGLIUZAI“MAICHANPIN”DEJIEDUAN,HUANMEIYOUJIANLI“PINPAI”YISHI。GUOWAIDEYIXIEJIAOWEICHENGSHUDEPINPAIYOUYUJINRUZHONGGUOSHICHANGDESHIJIANJIAODUAN,QIPINPAIZHIMINGDUJIAODI,CHANPINJIAGEPIANGAO,SHICHANGZHANYOULVHUANSHIJIAODISHAO。ZHEXIEGUONEIWAIZHUDUOWANJUPINPAIDOUQIANQUEYIGEQINGXI、JINGZHUNDESHICHANGDINGWEI,ZHEXIEWENTIGEIAOBEIWANJUTIGONGLEJUYOUJIAZHIDECANKAOYUJIEJIAN,SHULIYIGE“YIPINPAIDAIDONGXIAOSHOU”DEMOSHIZHUJIANZAIBIZHEMENDETOUNAOZHONGXINGCHENG。

  行業分析

上海快3   XINGYEZONGTIRONGLIANGGUJI:1999NIANDAO2003NIANQIJIAN,MEINIANCHENGZHENXINSHENGERDERENKOUSHULIANGWEICHIZAI650WANZUOYOU,RUOANMEIWEICHENGZHENXINSHENGERZAI0-1SUIQIJIANWANJUPINGJUNXIAOFEI80YUANJISUAN,SHICHANGXIAOFEIZONGEYUE5.2YIYUAN。

上海快3   XINGYEJINGZHENGGEJUFENXI:

  XIANYOUJINGZHENGZHEZHIJIANJINGZHENGCHENGDU:MUQIANMEIYOUDAIBIAOXINGDELINGDAOPINPAI,SHICHANGJINGZHENGGEJUCHUBUXINGCHENGDANSHANGBUWENDING,YOUQISHIZAIZHONGDANGCENGMIAN。

上海快3   QIANZAIJINRUZHEJINRUDEWEIXIE:GUONEIQITADEYUANWAIXIAOWEIZHUDEYINGYOUERWANJUSHENGCHANCHANGSHANGQIANGZHANGUONEISHICHANG,LIRUBAOGAODENG。

  GOUMAIZHETAOJIAHUANJIADENENGLI:XIAOFEIXUQIUGAOQIEBUDUANZENGJIA,ZHUYAOSHIDALIANG、FENSANDEXIAOFEIXINGWEI,GOUMAIZHEPEIYUKONGJIANDA。

  GONGYINGSHANGTAOJIAHUANJIADENENGLI:SUJIAOWANJUBENSHIAODIGONGSIDEZHIZAOQIANGXIANG,DANSHIYOUYUSUJIAOJIAGECHIXUKANZHANG,YUANCAILIAOCHENGBENYALIDA,YINGXIANGJIAGEYOUSHIDEFAHUI。

  TIDAIPINTIDAIDEWEIXIE:WEIXIEHENDI,YINGYOUERWANJUCHANPINDEKETIDAIXINGHENDI,SUOYIXUQIUHENWENDING。

  競爭對手分析

上海快3   AOBEIYINGYOUERWANJUJIANGJINGZHENGDUISHOUJIZHONGSUODINGZAIGUONEIPINPAIDIFUYUXIANGGANGPINPAIBAILIWEI。

上海快3   DIFUWANJU:CHUANGJIANYU2001NIAN,CHANPINJIEGOUFANGMIAN,CHANPINHEBAOZHUANGJIBENDOUSHIWANQUANFUZHIRIBENKANGBEIDECHANPIN,CHANPINZHONGLEIHUANBUSUANHENQIQUAN,DANYICHUJUGUIMO;ZAICHANPINDINGWEIFANGMIAN,MEIYOUCHUANDACHUQINGXIDEDINGWEIXINXI;ZAIQUDAOYONGYOUJIAOGAODEPINPAIZHIMINGDU,DANZAILINGSHOUZHONGDUANJIHUMEIYOUJIANLIPINPAIXINGXIANG;QUDAOSHENTOULIJIAOQIANG,ZAIQUANGUOPIFAQUDAOYIJIANLILIANGHAODEJICHU,TONGGUOKEHUYIZHUBUJINRUDAODABUFENSHANGCHANGHECHAOSHI,YIJINGKAISHISHENTOUDAOFUYOUXIAODIAN;JIAGEBIANYI,XINGJIABIZUIQIANG,ZHUYAOZHENDUIDAZHONGCHENGSHIZHONGDISHOURUDEFUMU。

上海快3   BAILIWEIWANJU:YONGYOU44NIANDELISHI,CHANPINZUHEBIJIAOFENGFU,MUQIANZHUTUIDISINISHOUQUANXINGXIANGCHANPIN,BAOZHUANGDANGCIHENGAO;ZAICHANPINDINGWEIFANGMIAN,TONGYANGMEIYOUCHUANDICHUQINGXIDEDINGWEIXINXI;YONGYOUJIAOGAODEPINPAIZHIMINGDU;ZAIQUANGUOTONGGUOJIANLIBANSHICHUGUANLIJINGXIAOSHANG,YIJINGWANCHENGLESHANGCHANGHECHAOSHIFENXIAOWANGDIANDEJIANSHE;ZHONGDANGPIANGAODEJIAGE,ZHUYAOXIAOFEIQUNZHENDUIDACHENGSHIZHONGGAOSHOURUDEFUMU。

  目標消費者定義

上海快3   WANJUCHANPINJUYOUQITESHUXING,CHANPINGOUMAIZHEHESHIYONGZHESHI“LIANGGEREN”。

  AOBEIWANJUDEHEXINSHIYONGZHESHI:0-18GEYUEDEYINGER,ERMUBIAOXIAOFEIQUNTIZEJIZHONGZAIZIYONGYUSONGLIZHELIANGKUAISHICHANG。

  ZIYONG:ZHEYIKUAISHICHANGGUJIZHANDAO60%;HAIZIDEFUMU,TAMENFEICHANGGUANZHUHAIZIDEJIANKANGCHENGCHANGHEZHILIFAYU,JINKENENGWEIHAIZITIGONGZUIHAODETIAOJIAN,DUIYINGYOUERWANJUYOUYIDINGRENSHI,TAMENZUIGUANZHUCHANPINDEANQUANXING、GONGNENG、PINZHI、JIAGEHEPINPAI,JISHIZHONGDIANXIAOFEIZHEYOUSHIPINPAIZHONGCHENGZHE,SHIZUIZHONGYAOHEZUIGUANJIANDEQUNTI。

  SONGLI:ZHEYIBILIYUEZHAN35%;HAIZIFUMUDEQINQIPENGYOU,TAMENGUANXINHAIZI,DANDUIYINGYOUERWANJUSUOZHIBUDUO,TAMENZUIGUANZHUCHANPINDEBAOZHUANGHEXINGJIABI。

  TUANGOU:ZHEYIBILIYUEZHAN5%;YOUJIAO、BAOJIANDANWEI、GAOJIJIUDIANHUISUODENG,TAMENGOUMAICHANPINGENGDUOKAOLVDESHIHAIZIFUMUDEXUQIU,ZUIGUANZHUDESHIPINPAIHEPINZHI。

  澳貝玩具SWOT分析

  YOUSHI:QUDAOFANGMIAN,AOBEIFUGAIQUANQUDAODENENGLI,SHIQITARENHEJINGZHENGCHANGJIASUOBUJUBEIDE;XINGJIABIFANGMIAN,XIANGDUIYUGAOPINZHIDEWAIZIPINPAI,AOBEIYOUJIAGEYOUSHI;ERXIANGDUIDABUFENDIJIADEZAPAICHANGJIA,AOBEIYOUJUYOUPINZHIDEYOUSHI,YINCIAOBEIDECHANPINJUYOUJIAOQIANGDEXINGJIABI。

  JIHUI:SUIZHUJINGJISHUIPINGDECHIXUFAZHANHEYOUSHENGYOUYUGUANNIANDEPUJI,YINGYOUERWANJUDEXUQIUHUICHIXUZENGJIA,ZHUBUCHENGWEI0-3SUIYINGYOUERDEBIXUPIN。WEILAIZENGCHANGKONGJIANHENDA;FEIXUE、ZHIGAO、BAILIWEIDENGGUOJIPINPAICHIXUDEXIAOFEIZHEJIAOYU,KEGUANSHANGPEIYULESHICHANG,HUANXINGLEQIANZAIDEXIAOFEIXUQIU。

  LIESHI:JINGYANFANGMIAN,YOUYUSHISHOUCIJINRUYINGYOUERCHANPINSHICHANG,AOBEIWULUNSHISHENGCHANZHIZAOHUANSHIXIAOSHOUSHICHANGDOUQUEFAJINGYAN;JINGLIFANGMIAN,QITAJINGZHENGDUISHOUJIBENDOUSHIZHUANZUOYINGYOUERCHANPIN,ERAOBEIYAOJIANGUZHONGDUOCHANPIN,RONGYIYOUYUZIYUANHEJINGLIDEFENSANERXUERUOZHANDOULI。

  WEIXIE:DIFUDEJINGZHENGYOUSHIYUAOBEIZUIWEIJIEJIN,YIJINGZAIQUDAOHEXIAOFEIQUNTIZHONGXINGCHENGRENTONGHEHAOGAN,SHIAOBEIFAZHANCICHANPINXIANDEZUIDAWEIXIE。

  整合營銷傳播策略

  YITUOAODISHUANGZHANWANJUZHEYIMUPINPAIDESHILI,AOBEIWANJUZAICHANPINYANFA、QUDAOZHANLINGDENGFANGMIANJUBEIYIDINGYOUSHI。TONGSHIWOMENXUYAOKANDAOSHI,JINJINYIKAOAODIWANJUDEHUANJINGHUANYUANYUANBUGOU,WOMENBIXUGAIBIANYIQIANGUDINGDE“ZHONGDUANJIUNENGJIEJUEYIQIE”DEDANDIANTUIGUANGMOSHI,JIANGSUOYOUYOULIZIYUANZHENGHEZAIYIQI,SHIXIAN“DUODIANKAIHUAQUANMIANCHUJI”DEQUANXINJUMIAN。

  提煉品牌核心價值——“益智”

上海快3   YINGYOUERWANJUJUYOUQITESHUXING,TADEGOUMAIRENQUNSHISHIYONGRENQUNBINGBUSHI“YIGEREN”,JUECEZHEWANQUANGENJUZIJIDEYIZHILAIXUANGOUWANJU,ERSHIYONGZHEBUNENGWEIQITIGONGRENHEYIJIANBINGYINGXIANGJUECEZHEDEGOUMAIXINGWEI。MOUYIZHONGCHENGDUSHANG,YINGYOUERWANJUDEYINGXIAOSHISHUYUYIGE“XIAOZHONGYINGXIAO”DEFANCHOU。

  AOBEIYINGYOUERWANJUXILIEFENWEIYAOLING、CHUANGLING、YUNDONG、QIZHI、MUYUWUDAXILIECHANPIN,ZHUANMENZHENDUIZHONGGUO0-3SUIDEXIAOBAOBAOYANJIUHESHEJI,YINCIWOMENDECHULEYIGEJINGZHUNDEPINPAIDINGWEI———ZHONGGUOYINGYOUERWANJUZHUANJIA。ZAICHANPINDEDINGWEISHANG,WOMENYONGYOUPINZHIYUJIAGEDESHUANGZHONGYOUSHI,ZAIMUQIANDESHICHANGJINGZHENGHUANJINGZHONG,XINGJIABIYOUSHIMINGXIANTUCHU。YONGYOUZHUDUOYOUSHIGURANSHIHAOSHI,DANRUHEYONGZHENGQUEDEFANGFAJIANGWOMENYOUSHICHUANDAGEIXIAOFEIZHENI?

上海快3   WULUNSHIMAIWANJUGEIZIJIHAIZIYONGHUANSHISONGLIGEIBIEREN,ZHEQUN“DAREN”DABUFENZHIDAOWANJUJUYOU“QUWEIXING”,KEYIRANGBAOBAOMENGENGKAIXIN,DANDUIYUGANGCHUSHENGDEBAOBAOYEXUYAOWANJUDEBIYAOXINGZEZHIDAOSHENSHAO。SUOYIWOMENRENWEIXIANZAIDEXIAOFEIZHERENGRANBUSHUXIZHEGEXINGYE,JINGUANWAIGUOWANJUPINPAIXIANQIANJINXINGLEYIXIEXIAOFEIZHEJIAOYU,KEWOMENHUANSHIYAOTOURUYIDINGJINGLIQUJIAOYUXIAOFEIZHE,GAOSUTAMENXINSHENGBAOBAOGENGXUYAOWANJULAIQIMENGTAMENDEZHIHUI。

  WOMENTICHULE“YIZHI”ZHEGEHEXINCELVEDIAN,ZHEYESHIXIAOFEIZHEZUIRONGYILIJIE、JIESHOUDE。ZAIGUANGGAOYUTILIANSHANGWOMENJIANG“YIZHI”ZHEGEYOUXIECHOUXIANGDEGAINIANJINYIBUJUTIHUA,JINGGUOXIANGMUXIAOZUFANFUTAOLUNZUIHOUJIANGGUANGGAOYUQUEDINGWEI:“HUANLETONGNIANCONGAOBEIKAISHI”。WEILEGENGNENGGOUTIXIAN“YIZHI”ZHEGECELVEHEXIN,WOMENYIFUBIAOTIDEXINGSHI“0-3SUIBAOBAOQIMENGWANJU”LAIJIAOYUXIAOFEIZHE,DANGBAOBAOCHUYUZHEYISHENGCHANGJIEDUANJIUKEYIXUANZE“AOBEIWANJU”LAIQIMENGTADEZHILI。ZHEYIKOUHAOJUBEIJIAOQIANGDEDAOGOUZUOYONG,HENZHIJIE、MINGLEDIGAOSUXIAOFEIZHE“MAIWO”DEYUANYIN。

  品牌代言人

  WANJUSHICHANGTONGZHIHUADECHENGDUYIRIYIYANZHONG,RUHEXINGCHENGYOUXIAODEQUGE,ZHIZAOCHUYUZHONGBUTONGDECHAYIHUANI?DEYIYUNAIFENGUANGGAODEQIFA,WOMENJUEDINGZHAOYIWEI“DAIYANREN”。YAOZHIDAOZHEGEZUOFAZAIWANJUXINGYEHUANSUANSHIXIANQUXINGWEI,GUONEIMOUYIXIEQIYEDECHANPINJIHUDOUSHIKAOBEIZIWAIGUODECHANPIN,SHENZHILIANBAOZHUANGTAMENDOULANDEHUAXINSISHEJITONGYANGSHIZHAOBANGUOLAI。WOMENYAOJIANLIQI“AOBEIWANJU”DEPINPAIXINGXIANG,JUEDUIBUNENGRUCIMAHU,JUEBUNENGYIMAICHANPINDEXINTAILAIZUO。YAOZHIZAOCHUCHAYIHUA,NEIJIUZHIZAOYIGEJIANDAN、CHIJIU、DANYIDEFUHAO,RANGZHEGEFUHAOLAIDAIBIAO“AOBEIWANJU”。

  WOMENTIAOXUANLEYIWEIHENYOUMINGXINGXIANGDEBAOBEIJINXINGPAISHE,ZAISHEYINGPENGDEGONGZUOJINGUANXINKU,DANZUIHOUPIANZICHULAIDEXIAOGUODADAOLEZHIQIANYUXIANGDEYAOQIU,DAJIAXINKUYICHANGYESUANZHIDE。

上海快3   ZAISHEJIZHUHUAMIANDESHIHOU,ZAIJIBAIZHANGDAIYANRENDEZHAOPIANZHONGJINXINGTIAOXUAN,ZHEGEGUOCHENGKESHUOTONGKUBUKAN。JINGGUOFANFUTOUPIAOYIJISHEJICHUGAOXIAOGUO,ZUIHOUZAIJINXINGCESHICAIWANCHENGLEZHENGGEZHUHUAMIANDESHEJI。ZHEGEHUAMIANJIANGYINGYONGYUBAOZHUANG、ZAZHIGUANGGAO、HAIBAO、DANZHANGDENGGELEIZHONGDUANWULIAOSHANG。ZAISHOUJISHICHANGFANKUIXINXIZHONG,WOMENDESHEJIDEDAOLEJINGXIAOSHANGHEXIAOFEIZHEDEKENDING。

  渠道創新

  ZAIQUDAOYANJIUFANGMIAN,XIANGMUXIAOZUQUESHIHUAFEILEBUSHAOXINSI,WOMENTICHULEYIXIAJIGEZHIDESISUODEWENTI:XIANYOUBAIHUO、CHAOSHIDEQUDAOSHIFOUSHIZUIJIAXUANZE?“AOBEI”SHIYONGZHEVS“AODI”SHIYONGZHEDELALIWENTI?

上海快3   WOMENXUYAOYIGEMINGQUEDEDAAN:“AODI”DEYOUSHINENGFOUNENGMIBU“AOBEI”DEBUZU?“AODI”DECHENGGONGMOSHISHIFOUSHIHE“AOBEI”?LEJIEXIAOFEIZHEQUNAGOUMAI0-3SUIYINGERWANJU?

  TONGGUOQUANGUOBUTONGCHENGSHIDESHICHANGZOUFANGYIJIXIANGGUANSHICHANGDIAOCHA,WOMENDUIYUAOBEIWANJUDEQUDAOJIANSHETICHUYIXIAJIANYI:

  CHULEYANXUAODIWANJUDEQUDAOZIYUAN,BUFANGQIAODIWANJUDEQUDAOWAI,HUANKEKAOLVZOU“ZHUANYEHUA”LUXIAN,YIMUYINGDIANZHUDA,ERCHAOSHIDECHENLIEQUYUKEKAOLVYUBABYYONGPIN、SHIPINFANGZAIYIQI。

  2006ZHI2007NIANSHIAOBEIWANJUXUNSU“QIANGWEIZI”、HUODELIRUNZENGCHANGDIANDEZUIJIASHIJI。ZHELIANGNIANSHI“JINGOUJINZHU”NIAN,JIEHUNSHENGZIDERENJIAODUO,AOBEIKECHONGFENLIYONGZHEYISHIJIDAKAISHICHANG。

  雜志廣告

上海快3   GENJUAIDMAYUANZE,AOBEIWANJUHUANCHUYUDIYIJIEDUAN,XIAOFEIZHEDUIQIRENZHIDUBUGOU,MUQIANRENGXUJIADATOURUTIGAOZHIMINGDU,RUTOUFANGZAZHIGUANGGAO、DIANSHIGUANGGAO、ZHONGDUANBOFANGZHUANTIPIANYIJIKAIZHANDAFANWEIDETUIGUANGHUODONGDENG。

  ZAIPINGMIANMEITIGUANGGAOTOUFANGSHANG,WOMENXUANZEQUANGUOFAXINGLIANGPAIMINGZAIDIYI、DIERWEIDEYUYINGZAZHI《MAMIBAOBEI》、《MAMABAOBAO》,LIANXUYINIANDEGUANMINGJIAFENGDIGUANGGAO,ZAIMUBIAOXIAOFEIZHEXINZHONGCHONGFENJIANLIAOBEIDEPINPAIXINGXIANG,TIGAOPINPAIZHIMINGDU。

上海快3   ZHEXIEZAZHISHANGJIHUDOUSHINAIFENHEYINGERYONGPINDETIANXIA,WANJUDEGUANGGAOSHIJISHAODE,WOMENZHENGSHIKANDAOZHEYIJIHUIDIANCAIHUIXUNSUCHUJIZHANLINGHUANGJINNIANFENDEGUANGGAO“TANWEI”,XIANGXINZHEYENENGGOUSHOUDAOXIANGYINGDEGUANGGAOXIAOGUO。

  促銷活動

  WOMENZHUANMENZHENDUI“JINZHUNIAN”SHEJILE“JINZHUHUANLEDALIBAO”,ZAIYUANDANYUCHUNJIEZHEYIDUANSHIJIANSHANGSHITUIGUANG。ZAITUIGUANGXINGSHISHANG,XUANZELIANHECUXIAOZHEYIYOULIFANGSHITISHENGXIAOLIANG。

  RUHEXUANZELIANHECUXIAODEHUOBAN,ZHEYOUSHIZHIDERENZHENSIKAODEWENTI。WOMENDESHEXIANGSHI,SHUANGFANGYAOSHICHUYUPINGDENGHULIDEJIAOSE,YOUYAOXIANGHUYOUSUOYITUO,GONGTONGTISHENGXIAOLIANG。JINGTIAOXIXUANZHONG,ZAIGUONEIYONGYOUYIDINGZHIMINGDUDEJINKOUPINPAI——YINGGUOBEIERXIN,CHENGWEIAOBEIWANJUDEZUIJIADADANG。YUZHEGEYONGYOUGUOJIZHUANLIDEYINGERYONGPINPINPAIHEZUO,YENENGZAIZUIDACHENGDUSHANGTIXIANLEAOBEIWANJUDEDINGWEI“ZHONGGUOYINGYOUERWANJUZHUANJIA、GEIBAOBAOZUIHAODE”。

上海快3   LIANGDAPINPAIZI2007NIAN2YUECHUKAISHIHEZUO,DUANDUANYIGEBANYUEDESHIJIANJIUQUDELELINGRENZHUMUDEXIAOLIANGCHENGJI,“YIJIAYIDAYUER”DEYUANLIYEZAIZHEGEANLIZHONGDEDAOLEHENHAODEZHENGMING。

案例啟示

  啟示一:

上海快3   QIYEYAOXIANGSHENGCUNHEFAZHAN,BIXULIZUQIYEBENSHENTEDIAN,XUNZHAOXINDESHICHANGZENGCHANGDIAN,AOBEIWANJUJIUSHIZAIAODIWANJUCHANPINXIANDEYANSHEN。ZHIDEZHUYIDESHI,QIYEYANSHENCHANPINXIANSHIJIANLIZAIDUISHICHANGDECHONGFENDIAOYANHELEJIEZHISHANGDE,ERBUSHIMANGMUDE,BIXULIZUYUFAXIANHEJIEJUEXIAOFEIZHEMOUZHONGQIANZAIDEXIAOFEIXUQIU,BINGMANZUTA。

  啟示二:

上海快3   PINPAISHIQIYEWENHUADEYIZHONGTIXIAN,WOMENJIANSHEYIGEPINPAI,WEIDESHICHANGYUANDEFAZHAN,ZHEJIUSHI“MAIHUODE”HE“ZUOPINPAI”DEQUBIE。ZHIYOUJIANLIYIZHONGYUXIAOFEIZHEHUDONGDEQIYEWENHUA,CAINENGCHANSHENGSHOUXIAOFEIZHEHUANYINGDEPINPAI,BIRUAOBEICHANPINDANSHENGDECHUZHONG,JIUSHIBINGCHENGAODIQIYE“AIXIN、CHUANGXIN、ZEREN”DELINIAN,YIRENWENGUANHUAIWEIGENBEN,SHUNYINGSHEHUIXUQIU,JIANGYIZHIWANJUDEKAIFAYANZHILINGYUKUOZHANDAOYINGYOUERWANJUSHICHANG,MANZUYINGYOUERSHICHANGDEXUQIU,RANGZHONGGUOSUOYOUDEBAOBAODOUNENGZAIWANJUDESHIJIELIJIANKANGKUAILEDICHENGCHANG。YIGEYOUZERENGANDEQIYEZIRANRANGXIAOFEIZHEGANDAOYUZHONGBUTONG。WOMENZHIDAO,XIAOFEIZHEWANGWANGSHIXIANRENKELEQIYE,CAIRENKECHANPIN,BINGSHIXIANQIGOUMAIXINGWEI。RUXIAOFEIZHEZAIXUANXIFASHUISHI,WANGWANGRENZHUNLEBAOJIEZHEJIANGONGSI,ZHIYAOSHIQICHUPINDE,JIURENWEIKENDINGZHILIANGBUCUO,XINGJIABIGAO。

  啟示三:

  YAOGENJUCHANPINDETEDIANJIANSHEXIANGYINGDEPINPAIXINGXIANG,BINGZHIDINGSHIHEDEYINGXIAOCELVE。WANJUCHANPINZAITESHUXINGZAIYU,CHANPINGOUMAIZHEHESHIYONGZHESHI“LIANGGEREN”。YINCI,ANQUAN、GONGNENG、PINZHIHEBAOZHUANGJIUCHENGWEIYINGXIANGXIAOFEIZHEXINLIDEZHUYAOYINSU,JIAGEXIAJIANGWEICIYAOYINSU。XIANZUODUIDESHI,ZAIZHENGQUEDEZUOSHI,BIZHEYIXIANGRENWEICHANPINDINGWEIQINGXICAINENGZHUNQUEDIZHAODAOMUBIAOSHICHANG。

  啟示四:

上海快3   SHIXIANYINGXIAOXINGWEIYOUSHIXUYAOJIELIDALI,JIECHUANCHUHAI,ZHEYANG,CAINENGQUDE1+1>2DEXIAOGUO。BENANLIZHONG,AOBEIWANJUZAILIANHECUXIAOSHILINGPIXIJING,XUANZEYUYONGYOUGUOJIZHUANLIDEYINGERYONGPINPINPAIYINGGUOBEIERXINHEZUO,XUNSUTISHENGLEZHIMINGDU,ZHANGXIANLEQIYEPINPAIDUYIWUERDEDIWEI,SHOUDAOSILIANGBOQIANJINDEQIXIAO,SHIXIANLESHUANGYING。

  啟示五:

  SHANGJISHAOZONGJISHI。QIYEBIXUYOUQIANZHANXINGDEYANGUANG,BIXUYOUMINRUIDESHICHANGXIUJUE,SUISHIZUOHAOZHUNBEIJINRUYIGEXINDESHICHANG,KAIFAYIGEXINDECHANPIN。2006ZHI2007NIANSHI“JINGOUJINZHU”NIAN,JIEHUNSHENGZIDERENJIAODUO,AOBEIWANJUZHUAZHUBINGLIYONGLEZHEYIZUIJIASHIJI,QIANGTANZHEYISHICHANG,WEIHUOQULIRUNZENGCHANGDIAN,DAXIANGPINPAIZHIMINGDUHEMEIYUDU,PEIYANGXIAOFEIZHEPINPAIZHONGCHENGDUDAXIALELIANGHAODEJICHU。

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