上海快3

旺海飼料:中小型企業打造強勢品牌的5個戰略要點

  從認知第一到事實第一,旺海飼料項目策劃紀實完美的品牌戰略規劃,往往就在企業本身。在企業和市場調研過程中,壹串通發現,憑借地緣優勢與對口養殖戶的示范效應,旺海企業群豐、群力等品牌在珠三角地區積累一定的先發優勢,局部市場甚至形成了...

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公司名稱  廣東旺海飼料實業有限公司

行業分類  飼料行業

合作模式 年度品牌全案策劃


閱讀目錄
01

BIANZHEAN

02

YI、DINGWEI:DAZAODUISHOUWUFAFUZHIDEJINGZHENGZHANLVE

03

上海快3ER、SUQIU:CHENGWEIYONGHURENZHIZHONGDEDI1XUANZE

04

上海快3SAN、CHUANGYI:WENZIBURUFUHAO,FUHAOBURUSECAI

05

SI、LUODI:ZHONGXIAOQIYEDEZHANLVELUODI,YI100%LILIANGGAN5%DESHIQING!

06

WU、SHANGYEMOSHI:DAZAOPINPAIFAMA,QIAODONGZIYUANZHENGHE

07

ZONGJIEJICHENGXIAO

策劃成效
  • 基于競爭確定品牌定位,繞到規模化領先者背后,定位“精品飼料”,打開新局面,確定新路線。
  • 打破傳播產品本位的訴求方式,從用戶選擇思維出發,打造用戶第1選擇的品牌認知。
  • 堅持創意就是較低成本!為品牌搶占獨樹一幟的色彩,并推動群豐產品、渠道、終端的全面媒體化,實現低成本的傳播爆破!
  • 輸出壹串通獨特的“品牌落地三級火箭模型”,助力旺海每年以100%力量干5%的事情,實現關鍵點落地;并以儀式感激活組織動力,實現造血式品牌落地。
  • 五年堅持夯實“精品”核心價值,并推動以品牌價值為杠桿的商業模式升級,助力企業整合行業資源,實現企業的持續增長。

編者按

  2017NIAN1YUE,WANGHAISILIAOCHENGWEIZHONGGUOSHUICHANSILIAOXINGYEDISHIYIJIANIANXIAOCHAOGUO20WANDUNDEJITUANXINGQIYE。ZAIXINGYEZHENGTIDIMIDEQINGKUANGXIA,WANGHAISHIXIANNISHISHANGYANG:XIAOSHOUZONGLIANGCHAOGUO25WANDUN,QIZHONGSHUICHANLIAOCHAO20WANDUN,ZHULIAO5WANDUODUN,SILIAONIANDUZENGCHANG25%;QUANTOUCHANPINSHENGYULIAO、TANGSHILIAO、SIJILIAOJIXUBAOCHIXINGYELINGXIANDIWEI。

上海快3   ZUOWEIWANGHAISILIAODEPINPAIZHANLVEGUWEN,YICHUANTONG2013NIANKAISHIWEIQISHUICHANSILIAOYEWUTIGONGPINPAIYINGXIAOZIXUNFUWU。SILIAOXINGYESHUYUDIANXINGDEGUIMOZHISHENGXINGYE,DONGZHEBAIYIJIJUTOUDECUNZAIRANGZHONGDUOZHONGXIAOQIYEZHINENGJIAFENGQIUSHENG。DANSHIWOMENDUIWANGHAISILIAOZHANLVESHIJIAN,QUEZOUCHULEYITIAOZHONGXIAOXINGQIYEDIANFUGEJUDEFAZHANZHENGDAO,ERQIEZHETIAOLUZHENGZAIYUEZOUYUEKUAN、YUEZOUYUEYUAN。

  PINPAIERFEIQIYESHIJINGZHENGDEJIBENDANWEI,PINPAIKEYIRANGZHONGXIAOQIYEYONGYOUDIANFUDELILIANG。ZAIZHEPIANWENZHANGZHONG,WOMENJIANGYIWANGHAIZHEGEANLIWEIXIANSUO,ZAIGENGPUBIANDEYIYISHANGTANTAOZHONGXIAOXINGQIYERUHEDAZAOQIANGSHIPINPAI,GOUJIANHAOJINGZHENGDEJIBENDANWEI。

一、定位:打造對手無法復制的競爭戰略

  定位是企業戰略的核心,尤其對于是面臨領先企業的巨大競爭壓力的中小型企業,確立競爭導向的戰略定位,改變被動局勢、贏得有利位置是品牌營銷的起點。

  中小型企業定位的第一選擇:站到領先者的戰略性對立面,先勝而后戰

  【SANSHILIUJI·MANTIANGUOHAI】:YINZAIYANGZHINEI,BUZAIYANGZHIDUI。

  每個行業的領先者往往有很強的戰略性優勢,然而正好比是一個硬幣的兩面,戰略性優勢的背后通常隱藏著戰略性弱點。中小型企業戰略定位的第一選擇,是站在領導者的戰略性對立面,反其道而行之,從一開始就改變游戲規則,先勝而后戰,方能謀求真正徹底的突圍。這也是壹串通在旺海品牌營銷上海快3中執行的關鍵策略之一。

  ZONGGUANZHENGGESHUICHANSILIAOXINGYE,HAIDA、TONGWEI、HENGXING、YUEHAIDENGJUTOUQIYEPINGJIEGUIMOHUACAIGOUYOUSHI,XINGCHENGLESILIAOPINZHONGDUO、CHANPINJIAGEDIDEJINGZHENGBILEI,ZHONGDUOGENSUIXINGQIYECHUYUWEILISHENGCUNZHUANGTAI。WANGHAIJIUCHUZAIBUDEBUHEZHEXIEJUTOUJINGZHENGDEBUXINGWEIZHI,RUHETUWEI?YUANLIFEICHANGQINGXI:CHENGWEITAMENDEDUILIMIAN!SILIAOJUTOUDEYOUSHIZAIYUGUIMOHUADAILAIDEDICHENGBEN,ERGUIMOHUAJIAGONGBIRANDAOZHIJINGXIHUAHEGEXINGHUADEQUESHI,ZHEJIUSHIQITAQIYEDEDINGWEIJIHUI。

上海快3   TONGGUODONGCHAWANGHAINEIBUYOUSHI,YICHUANTONGFAXIANQIQIXIADESHUICHANSILIAOPINPAI“QUNFENG”ZAISHICHANGJINGZHENGFEICHANGJILIEDEZHUSANJIAODIQUJILEIYIDINGDEYOUSHI,YOUQISHISHENGYULIAOPINLEI,BUJINLIAOROUBIDI,GENGYOUPUTONGSILIAOSUOBUJUBEIDETIXINGHAO、TISEJIADENG“GAOJIEMAIDIAN”,SHOUDAOSHICHANGDEGUANGFANHAOPING,ZAIJUBUSHICHANGSHENZHIXINGCHENGSHENGYULIAODIYIPINPAIDERENZHI。WANGHAIDEZIYUANNENGLIJUBEICHENGWEISILIAOHEIMADEQIANLI。

  因而,壹串通首先把旺海確定為規模化飼料的對立面,定位為“精品飼料”!


  YIDAOJIANGSILIAOSHICHANGYIQIEWEIER,JIANGZHONGDUOJUTOUQIYEJIDAOLE“PUTONGSILIAO”DERENZHIQUJIAN,KAIQILEYIGEXINDEJINGZHENGWEIDU,ERZHESHIJINGZHENGDUISHOUWUFAFUZHIHEFENGSHADE,TASHIZHENZHENGDEZHANLVEDINGWEI。YINWEIJUTOUXINGJINGZHENGDUISHOUYIDANMOFANGJIUBUZAISHIZIJI,JISANGSHIQIZISHENDEYOUSHI。

  1YINGXIAO·GUANDIAN:YINZANGZAIQIANGSHIZHONGDERUODIAN,CAISHILINGXIANZHEZHENZHENGDERUODIAN。

  戰略是圍繞定位的系統動作,是對準同一個城墻口的連續沖鋒

上海快3   DINGWEISHIWEIQIYEQUEDINGNULIDEFANGXIANG,TONGGUOJUJIAOQIYEDEZIYUANNENGLI,XINGCHENGZHENZHENGDECHAYIHUA。

  ZICONGYICHUANTONGWEIWANGHAISILIAOQUELILE“JINGPINSILIAO”DEDINGWEIZHIHOU,TADEZHANLVEPEICHENGLIJIBIANDEYIMULERANQUEYOUWEILISHIZU。BIRUTAJIANGJINGXIHUACAIGOUSHANGSHENGWEIQIYEZHANLVE,SILIAOYUANLIAOSUIRANZHIYOUWEISHUBUDUODESHUSHIZHONGCHENGFEN,ERWANGHAIQUEDUIJIEQIQUANQIUQIBAIDUOJIAGONGYINGSHANG,BUDUANDEYOUZHONGXUANYOU,XINGYENEISHENZHILIUCHUAN:“ZHIYAOSHIWANGHAIYONGGUODEYUANLIAO,WOMENBUYONGPINGGUJIUKEYICAIGOU”;DAZAOJINGPINCHANPIN“DONGCHEZU”,YISHENGYUWEIHUOCHETOU——QUANTOUCHANPIN,DAIDONGTANGSHI、HUANGGUYU、JIAZHOULU、WADENGGAODUANTEZHONGSILIAOPINLEI,ZAISHIXIANYOUXIAOGUIMOHUADETONGSHI,TONGGUOPINLEIJUJIAOTISHENGDANPINDEYANFATOURU,RANG“WANGHAICHUPIN·BISHUJINGPIN”CHENGWEIBIAOQIAN;CAIYONGXINGYELINGXIANDEZIDONGHUASHENGCHANSHEBEI,SHIXIANQUANMIANJINGYIJIAGONGSHENGJI;QUDAOSHANGCAIYONGDUTEDE“JISHUFUWUZHAN”CELVE,WEIHEXINYANGZHIHUTIGONGJINGPINJIFUWU,TONGGUOQUDAOSHENDUERBUJINJINSHIGUANGDUHUODEWENDINGYINGLI……YIXILIEWEIRAODINGWEIHUANHUANXIANGKOUDEYUNYING,SHIDEWANGHAISILIAODESHICHANGFENECHIXUSHANGSHENG。

  DINGWEISHIQIYEZHANLVEDELISHIXINGZHUANZHE,TONGGUODUIZHUNTONGYIGECHENGQIANGKOULIANXUCHONGFENG,RANG“JINGPIN”ZHENZHENGCONGRENZHIZOUXIANGSHISHI。YEYINWEIXITONGYUNYINGDEFUZAXINGHELIANGUANXING,JINGPINZHANLVEZHENZHENGCHENGWEILEJINGZHENGDUISHOUWUFAMOFANGDEZHANLVE。

上海快3   1YINGXIAO·GUANDIAN:ZHAODAOQIYEDI1JIYIN,RANHOUFANGDA,FANGDA,ZAIFANGDA!

二、訴求:成為用戶認知中的第1選擇

  QUEDINGLEPINPAIDINGWEICELVEHOU,PINPAIYINGGAIRUHESUQIUNI?YICHUANTONGRENWEI,ZHIYOU“DIYI”HE“WEIYI”LIANGZHONGQINGKUANGJUYOUJUEDUIDEJINGZHENGLI,RUGUONIJIBUSHI”DIYI”,YOUBUSHI”WEIYI’,NIJIUMEIYOUGEIXIAOFEIZHEGOUMAINICHANPINDEBIXULIYOU。

  阻擋你成功的不是競爭對手,而是用戶的選擇困難癥

  ZHEGESHIDAIDEGOUTONGYUJINGYIJINGBIANLE,DAJINGZHENGHUANJINGJICHANPINTONGZHIHUA,MEIYIGEXINGYEDOUYOUSHANGBAI、SHANGQIANQIYEHEPINPAI,GEIXIAOFEIZHEDAILAIJUDADEXUANZEKUNHUO,YANGZHIHUXUANZESILIAOHECHANGBUSHIRUCI。ZHONGGUOSILIAOGONGYEXIEHUITONGJISHUJUBIAOMING,SHUICHANSILIAOXINGYESHUYUPINPAIHUACHENGDUJIAODIDEXINGYE,2015NIANQUANGUOSILIAOQIYESHULIANGGAODA8508JIA!ERQIE,YICHUANTONGFAXIAN,ZHENGGESHICHANGSHANGDEPINPAIJIHUWUYILIWAIDIDOUZAISUQIU“LIAOROUBIDI、PINZHIWENDING”,YANGZHIHUGENBENWUFABIANBIEPINPAIHAOHUAI。JIASHANGZHONGGUONONGMINSHENSHANGGUYOUDEWUSHI、QUEFAZIXINXINHEQUEFAANQUANGANDEXINLITEDIAN,ZHESHITAMENCHANSHENGLECONGZHONG、GENFENGDEXIAOFEIXIGUAN——“PANGBIANYUCHANGYONGNAJIADESILIAOCHENGGONGLE,WOYEXUANZENAJIA!”ZHESHISILIAOPINPAIYINGXIAODE“DIYIKEKOUZI”,MEIYOUZOUDUIPOJIEYONGHURENZHIZHANGAIDEDIYIBU,HOUMIANDEGUANGGAOZENMEZUODOUSHICUODE。

  1YINGXIAO?GUANDIAN:YONGHUZHIYOUYIGEXUANZE

  認知大于事實,成為養殖戶認知的“第一”

上海快3   RUHEPOJIEZHEYANGDEYINGXIAOKUNJU?YINGXIAODEBENZHISHIGOUJIANRENZHI。NIDEPINPAIXINXIBIXUJIANDAN,YAOZHAODAOYIJUNINGJIENIYEWUXINXIHEJIAZHIDINGWEIDECHAOJIHUAYU,DARUBINGZHANJUGUKEXINZHI。

  和養殖戶對話,只有最簡單、最直接、最淺顯的信息才能進入他們的內心,同質化的訴求“料肉比”——盡管那確實是旺海的核心優勢——反而不利于他們進行選擇!養殖戶只有1個選擇!訴求就是給予他們清晰淺顯的選擇指引,“第一品牌”概念無疑是群豐品牌的最佳爆破點!因此,我們將群豐品牌訴求定位“精品水產第1料”上海快3,迎合養殖戶的從眾心理,以最簡單有力的信息,快速占領養殖戶的心智空間和選擇排名。

  WANGHAIQUNFENGPINPAIXINJIUXINGXIANGGUANGGAODUIBI

  ZUOPINPAIJIUSHIZUORENZHI,CONG“JINGPINSHUICHANSILIAO”,DAO“JINGPINSHUICHANDI1LIAO”,YICIZHICHA,LIANGGETIANDI。TONGGUOCHAOJIHUAYULAIZHANJUDINGWEI,HUAYUJIUSHIQUANLI!

  1YINGXIAO·GUANDIAN:PINPAIJIUSHIBEIBUDUANQIANGHUADI1GAINIANDERENZHI

三、創意:文字不如符號,符號不如色彩

  PINPAICHUANGYIZUIJIHUI“LINGYOUSHENYI”,YINWEIXIAOFEIZHEBUZHUOMONI,YIDINGYAOZOUZUIJIANDANDE、ZUIDUANDELU。

  時間成為戰場,比選擇困難癥更可怕的是,用戶根本不關注你

  ZHEGESHIDAIDEGOUTONGYUJINGDEDIERGEGAIBIAN,SHISUIZHUXINXIDABAOZHADEFASHENG,HAILIANGDEMEITI、XINXI、CHANPINHEPINPAIFENZACHAOYONG,XIAOFEIZHEFENWEIMEIGEPINPAIDESHIJIANYIJINGJIQIDUANZANBINGQIESUIPIANHUA,ZHEBIXUANZEKUNNANZHENGGENGKEPA,YINWEIYONGHUGENBENMEISHIJIANGUANZHUNI,ZHENGDUOYONGHUDESHIJIANCHENGWEIPINPAIYINGXIAODEZHONGJIZHANCHANG。

  創意出與已有認知關聯的符號,實現淺溝通

上海快3   SHIJIANZHANCHANGSHANGDEPINPAIXUYAOQIANGOUTONG,ERJIANGDIRENZHICHENGBENDEGUANJIANZAIYUZHAODAOYUYIYOURENZHIGUANLIANDECHAOJIFUHAO,CONGQIANYISHILIMIANJIFARENTONG。YIGEPINPAIJIUSHIYITAOFUHAOXITONG,SUZAOPINPAIDUYOUDEFUHAOTIXI,SHIPINPAIDICHENGBENBAOPODEBUERFAMEN。

  DAJIABISHANGYANJINGXIANGYIXIA,ZHONGGUORENDUIYUFENGSHOUNAOHAILIYOUSHENMEYANGDETUJING?DUINONGMINERYAN,JIUSHIBAOZHUJINCANCANDEMAISUILUCHUJINCANCANDEYACHI,NEIZHONGXINGFUDAOMEIGEXIBAODEXIAO!DUIYANGZHIHULAISHUO,JIUSHIBAOZHUYITIAOFEIFEIDEYULUCHUJINCANCANDEYACHI,NEIZHONGXINGFUDAOMEIGEXIBAODEXIAO!WEICI,YICHUANTONGZAIQUNFENGPINPAIBIAOZHISHEJIZHONG,JIANG“YUFU”“YU”JI“QUNFENG”SANDAYUANSUYOUJIRONGHE,GEIRENYIJIANRUGUDEGANSHOU,ZAI0.1MIAONEIJIURANGPINPAIRONGRUDAOLEYANGZHIHUDEXINLI。YIGECHAOJIFUHAO,RANGQUNFENGPINPAIDAIBIAOLEFENGSHOU,DAIBIAOLEXIWANG,RANGPINPAICHENGWEILENONGMINDELAOPENGYOU,ERQIEYONGYUANYEBULIKAI。

上海快3   QUNFENGLOGOSHEJI

  PINPAIXINGXIANGSHIGECHANGQISUZAODEGUOCHENG,CHENGGONGPINPAIDESHIJIAN,JIANGTONGYISHIJUEFUHAO,YIBUTONGDE、FUYOUCHUANGZAOXINGDEQUANSHIFANGSHI,YICIYOUYICIBIAODACHULAI,BINGTUIXIANGJIZHI!

  QUNFENGYANGZHIHUANLIBAOZHUANG

上海快3   ZAIPINPAIBIAOZHIZHIWAI,YICHUANTONGHUANWEI“JINGPINSHUICHANDI1LIAO”ZHEYICHAOJIHUAYUZHAODAOLEFUHAOHUABIAODA,SHIFANG“SHUQIDAMUZHI”、“YU”、“LANSE”SUOCHENGZAIDERENZHIYUANLI,WEIWANGHAISHEJIDE“LANGEZI”SHIJUEFUHAO,RANGRENLIANXIANGDAOLANSEDEHAIYANG,TUXIANCHUSHUICHANSILIAODEXINGYESHUXING。BINGTONGGUOZAIBAOZHUANG、ZHONGDUAN、GUANGGAODENGDUOZHONGMEIJIEJINXINGXITONGYINGYONG,RANG“LANGEZI”FUHAOZAIYANGZHIHUXINZHIZHONGXINGCHENGJIYIMAODIAN,DADAOYANGZHIHUKANDAO“LANGEZI”JIUXIANGDAOQUNFENGPINPAIDEXIAOGUO。

上海快3   QUNFENG“LANGEZI”SHIJUEFUHAO

  最高階的品牌創意就是占據色彩,用色如用兵

上海快3   CHUANGYIDEBENZHIZAIYUJIANGDIGOUTONGCHENGBEN,ERWEIPINPAIZHANJUYIZHONGSECAIJIUSHIZUIGAOJIEDEPINPAICHUANGYI。ZAIPINPAIFUHAOYANSEDEKAOLVSHANG,YICHUANTONGWEIWANGHAICAIYONGDAMIANJIDEHUANGSEBEIJINGHELANSEJINXINGZUHE,HUANGSESHIFENGSHOUDEYANSE,LANSESHISHUICHANDEYANSE,HUANGSEHELANSEXINGCHENGQIANGLIEDESHIJUECHONGJILI,JIEJUELEPINPAI“JINGHONGYIPIE”DEWENTI。

  TONGGUOQUANMIANGUANCHE“HUANG-LAN”SECAITIXI,YIXIAZIRANGWANGHAIZAIYIZHONGYILANSEXIWEIZHUDESHUICHANSILIAOXINGYETUOYINGERCHU,ZAIZHONGDUANMENDIANLI、ZAITIANJIANTANGTOUDEGUANGGAOSHANG、ZAIJISHUFUWUYUANSHENSHANG,XINGMUDE“WANGHAIHUANG”DOUNENGBEINONGMINPENGYOUQINGYIDISHIBIE、XIHUAN、XINGCHENGXIAOFEIDEJUECE,SECAIXINGCHENGWEIPINPAIZUIZHONGYAODEZICHAN。

  1YINGXIAO?GUANDIAN:XIAOFEIZHEDUIPINPAIDEZHENGTIYINXIANG,JIUSHIDUIPINPAIFUHAODESOUSUO,PINPAIYAONENGSHUO、NENGKAN、NENGSOUSUO

群豐品牌VI視覺形象展示

四、落地:中小企業的戰略落地,以100%力量干5%的事情!

  藝術的價值是藝術家和評論家、收藏家、藝術市場、觀眾等共同創造的,藝術作品也只有經歷了世人的鑒賞或者吐槽才算是真正創作完成。從這個意義上來說,梵高只不過是創造了一堆半成品,故終其一生而窮困潦倒。同樣,品牌只有在企業與用戶在持續互動中才能建立起來,品牌價值是企業與用戶共同創造的結果。因而品牌落地的成效,才是檢驗品牌戰略高低對錯的唯一標準,這也是壹串通為什么如此重視品牌落地的原因。

  ZAICHIXUDEFUDAOZHONGXIAOQIYEPINPAILUODIDEGUOCHENGZHONG,YICHUANTONGFAXIAN,BUTONGYUDAXINGQIYEYIBANJUBEICHENGSHUDEZHIXINGTIXI,ZHONGXIAOXINGQIYEDEXIANZHUANGWANGWANGSHITUANDUIBUPIPEI、ZIYUANBUDAOWEI、LUODIYEBUGANCUI,YOUCIDAILAILUODIXIAOGUODEKUNNANHEDAZHE。MIANDUIZHONGXIAOXINGQIYEDEBUZU,YICHUANTONGYIDUYOUDE“GUANJIANDIANLUODI+YISHIGANDONGYUAN”FANGFALUN,BANGZHUQIYEMEINIANJIEJUEFAZHANGUANJIANWENTI,DONGYUANQIYENEIBULILIANG,RANGLUODICHANSHENGSHIXIAO、CHANGXIAO。

  聚焦建立品牌的關鍵陣地,堅持每年解決關鍵問題

上海快3   SILIAOXINGYEJUYOUMINGXIANDEQUYUTEXING,JIANLIPINPAIDEDIYIZHENDIJIUZAIYUWEIRAOYANGZHIHUSHENGHUOQUANDEYIXILIEXIANXIAJIECHUDIAN:SILIAOMENDIAN-DAOLU-YUCHANG-JISHUJIAOLIUHUI;TONGSHI,YANGZHIHUDUISILIAODEXUANGOU,GENGDUOSHOUDAOJINGXIAOSHANG、XINGYEZHUANYERENSHI(RUYUZHONG、YUMIAOGONGYINGSHANG)DENGYIJIANLINGXIURENQUNDEYINGXIANG。YINCI,YICHUANTONGCONGYIKAISHIJIUWEIWANGHAISILIAOZHIDINGLESANNIANDEGUANJIANDIANLUODICELVE,JIANGPINPAIZIYUANJUJIAOYUXIANGYINGGUANJIANDIAN,MEINIANJIEJUEGUANJIANWENTI,BUBUWEIYINGJINXINGLUODI。

  CONG2014NIANKAISHI,YICHUANTONGWEIWANGHAIYINRUDUCHUANGDE“SANJIHUOJIANLUODIMOXING——BIAOZHUNGONGJU+ZHONGZIJIHUA+JIAOLIANDUDAO”,SHOUXIANZHULIWANGHAISILIAOXINGCHENGBIAOZHUNHUADEHUIYIYINGXIAOTIXI——WANGHAISILIAOJISHUTUIGUANGHUI,DAZAOHUIYISHIJUE(Vision System)、HUIYIQUANLIUCHENGZHIXING(Execution System)、HUIYIYANSHINEIRONG(Demonstrate System)SANDAXITONGGONGJU,BINGJIANLI“NEIBUJIANGSHITUAN”JIZHI,BANGZHUWANGHAISHIXIANHUIYIZHIXINGTUANDUIDEZISHENZAOXUE。JINGGUOSHUANGFANGTUANDUIJINLIANGNIANDECHIXUNULI,RUJIN,JUXINGQUYUXINGHUIYIYINGXIAOYIJINGCHENGWEIWANGHAIYIXIANTUANDUIDEHEXINNENGLI,BINGQIEBUDUANSHENHUAJIDIEDAILEHUIYIMOSHI,WEIWANGHAIGOUJIANLEPINPAIGOUTONGDEDIYIGEZHENDI。

旺海群豐終端技術推廣會

  2015NIAN,WEIRAO “CHIXUHANGSHIXIANXIAJIECHUDIAN”DEPINPAILUODICELVE,YICHUANTONGZHULIWANGHAISILIAODAZAOPINPAIGOUTONGDEYOUYIGEHEXINZHENDI——WANGHAIJISHUFUWUZHAN。ZHULIWANGHAISHUCHUBIAOZHUNHUADEZHONGDUANXINGXIANGHEFUWULIUCHENG,WEIWANGHAISILIAOCHUANGZAOCHUYIGEYUYANGZHIHUJINXINGRICHANGGOUTONGDECHANGSUO,YIJISHUFUWUWEINIUDAI,SHIXIANPINPAIDESHENDUGOUTONG,CHIXUTISHENGYONGHUZHANXING。

  ZAIQIANLIANGNIANDEJICHUSHANG,WANGHAISILIAO2016NIANDEPINPAILUODIZAICIHUANIAN。YIYINGXIANGXINGYEZHUANYERENSHIWEIHEXINMUBIAO,JUJIAOQUANJITUANZIYUAN,DAZAOLEYICHANGDAXINGPINPAIGONGGUANYUNDONG——《“XINCHANGTAI”XIAZHONGGUOSILIAOQIYEZHUANXINGSHENGJIBAIPISHU(2015)》FABUHUI+CHIXUXINGYEMEITITUIGUANG,YINGXIAOWANGHAIJINGPINZHANLVEBENSHEN,DAIYANXINGYEWEILAIFAZHAN,SHIXIANPINPAIGAOWEIFASHENG,XUNSUKUODALEWANGHAISILIAOZAIXINGYEZHONGDEPINPAIZHIMINGDUHEYINGXIANGLI。

  SANNIANYILAI,YICHUANTONGZHULIWANGHAISILIAOMEINIANYI100%LILIANGGAN5%DESHIQING,RANGYOUXIANDEZIYUANJIJUZAIZHENZHENGYOUXIAODEPINPAIGOUTONGZHENDISHANG,CHANCHULEFEICHANGGAOXIAODECHENGGUO,ZHENZHENGSHIXIANLEPINPAIJIAZHIDEQUANMIANLUODI。

  唯有儀式感才能吹響沖鋒號

上海快3   PINPAILUODIDUIZHONGXIAOQIYEDELINGYIGETIAOZHANSHI,ZUZHIJUYOUSIWEIHEXINGDONGGUANXING,ZUOYIJIANMEIYOUZUOGUODESHIQING,KENDINGHUICUNZAIKANGXING,RUHEXIAOJIEDIAOZHEZHONGKANGXING,SHIWOMENGUANJIANDIANLUODIZUIZHONGYAODETIAOZHAN。YIDINGYIYISHANG,ZHONGXIAOQIYEDEZISHENNENGLIHUANMEIYOUNEIYANGWANMEI,ZAIHAODEFANGANYEMEIYOUBANFAZUODAOYIYEZHIJIANGAOXIAODEBIANDIKAIHUA。

  WOMENDEGUANDIANSHI——WEIYOUYISHIGANCAINENGCHUIXIANGCHONGFENGHAO!WEICI,ZAIWANGHAIDEPINPAIZHANLVELUODIGUOCHENGZHONG,YICHUANTONGCEDONGLE“ZHONGDUAN211GONGCHENG”、“ZHONGDUANXINGXIANGJIANSHETUJIYUE”、“BAITUANDAZHAN”DENGDUOGENIANDUYINGXIAOYUNDONGHETUIJINGONGJU,YICHANGYICHANGQUDONGYUAN,YICHANGYICHANGQUBUZHI,SHUCHUZHIXINGTIXI,ZHUZHONGGUOCHENGDEZHIDAO、JIANKONGHEZONGJIE,ZHENDUIZHIBIAOZHUAJIEGUO。PAOHUOJIZHONGDEDIFANGJIUSHIWOMENDEGONGZUOXIANCHANG!CHONGFENDIAODONGKEHUDEZHIXINGTIXI,RANGTAMENZAIGANZHONGXUE、XUEZHONGGAN!

上海快3   ZAIYICHUANTONGDEXIEZHUXIA,WANGHAISILIAOJIEZHUGAOMIDU、BIAOZHUNHUADEJISHUTUIGUANGHUIDENG“JIEDIQI”DECEHUA,YOUXIAODIJIECHUQIANZAIKEHU,XIANHOUZAIGUANGDONGXINXING、YANGCHUN、KAIPING、YANGCHUN、TAISHAN、HUIZHOUDENGDIQUCHENGGONGJUBANLEJINBAICHANGJISHUTUIGUANGHUI,ZAIZHUSANJIAOJUANQILEYINGXIAOFENGBAO。ZAIQUDEJUDAXIANCHANGXIAOSHOUTISHENGDETONGSHI,YEJIANG“JINGPINSHUICHANDIYILIAO”DEPINPAIJIAZHIJINGZHUNDICHUANDAGEICANHUIKEHU,JIDADICUJINLEPINPAIZAIYANGZHIHUXINZHIZHONGDELUODISHENGGEN,SHIXIANPINPAIHEXIAOSHOUQIFEI。

  1YINGXIAO?GUANDIAN:ZHONGGUOSHICHANGDEBENTUHUAZHANLVEHEYINGXIAOYIDINGYAOJIYUDUIRENDEDONGYUAN,ERFEIZIFUDEKUXINGSENGYIBANDEXIULIAN。

五、商業模式:打造品牌砝碼,撬動資源整合

上海快3   JUNSHILISHIXUEJIAKELAOSAIWEICISHUO:“RUGUOMEIYOUZHUIJI,SHENGLIJIUBUHUIYOUHENHAODEXIAOGUO。”

  中小型企業導入品牌戰略上海快3的終極目標,是實現戰略突圍和顛覆行業格局。而沿著品牌定位戰略的脈絡,升級自身商業模式是應對高階競爭的必由之路。而能否指導商業模式升級,也是檢驗品牌戰略好壞的重要指標。

  掌握用戶采購的“認知入口”,實現資源整合

上海快3   WEILAIQIYEBUSHIJIANDANCHANPINDEJINGZHENG,ERSHICHANYELIANDEJINGZHENG。DUISILIAOCHANYEERYAN,CONGDANDIANDAOLIANTIAODEJIAZHITIGONGSHIYINGDEWEILAIJINGZHENGDEWEIYIXUANZE。DANDUIYIWANGHAIWEIDAIBIAODEZHONGXIAOXINGQIYEERYAN,HENNANTONGGUOQUANBUZIJIANDEFANGSHIDAZAOJINGZHENGCHENGQIANG。GUANJIANZAIYUBUDUANZHENGHESHIHEZISHENMOSHIDEZIYUAN,CHENGSHOUBUDUANSHENGJIDEJINGZHENGXINGSHIHEYONGHUXUQIU。YICHUANTONGCONG2015NIANKAISHIXIEZHUDAZAO“JINGPINLIANMENG”,ZHENGSHIJIANXINGZHEYIZHANLVESILU。

上海快3   PINGJIEZHU“JINGPIN”DEPINPAIYINGXIANGLIJIQIXINGCHENGDEJINGPINBIAOZHUN,WANGHAILAOLAOZHANGWOZHUYANGZHIHUCAIGOUDE“RENZHIRUKOU”,JINGPINYICHENGWEIYANGZHIHUJINXINGYANGZHICHANPINCAIGOUDE“XINSHANGBIAO”。YOUCI,WANGHAIZHENGZHUJIANZHENGHEYIPIHEWANGHAILINIANYIZHIDE“JINGPINHUA”QIYE,WEIYANGZHIHUTIGONGDEQUANCHENGJINGPINHUAYANGZHIGUANLI,YONGJINGPINLIAO、YONGJINGPINYUMIAO、YONGJINGPINYANGZHIFANGFA,QUEQIANGEIQIAN,QUEJISHUGEIJISHU,QUEXIAOLUGEIXIAOLU,YANGZHIHUHUODELEQUANMIANJINGPINHUADECHANPINHEFUWU,CHANSHENGLEZHANXING;HEZUOHUOBANHUODEYOUZHIHEKEHUZIYUANHECHIJIUDESHENGYI,YICHANGWEIRAO“JINGPIN”DESHENGTAIQUANHUAXUEFANYINGZHENGZAIFASHENG!

總結及成效

  WUNIANYILAI,YICHUANTONGYIQUANXINSIWEIFANGSHIYUNZUOWANGHAIXIANGMU:

  ⊙JIYUJINGZHENGQUEDINGPINPAIDINGWEI,RAODAOLINGXIANZHEBEIHOU,DINGWEI“JINGPINSILIAO”,DAKAIXINJUMIAN,QUEDINGXINLUXIAN。

上海快3   ⊙DAPOCHUANBOCHANPINBENWEIDESUQIUFANGSHI,CONGYONGHUXUANZESIWEICHUFA,DAZAOYONGHUDI1XUANZEDEPINPAIRENZHI。

上海快3   ⊙JIANCHICHUANGYIJIUSHIJIAODICHENGBEN!WEIPINPAIQIANGZHANDUSHUYIZHIDESECAI,BINGTUIDONGQUNFENGCHANPIN、QUDAO、ZHONGDUANDEQUANMIANMEITIHUA,SHIXIANDICHENGBENDECHUANBOBAOPO!

  ⊙SHUCHUYICHUANTONGDUTEDE“PINPAILUODISANJIHUOJIANMOXING”,ZHULIWANGHAIMEINIANYI100%LILIANGGAN5%DESHIQING,SHIXIANGUANJIANDIANLUODI;BINGYIYISHIGANJIHUOZUZHIDONGLI,SHIXIANZAOXUESHIPINPAILUODI。

  ⊙ WUNIANJIANCHIHANGSHI“JINGPIN”HEXINJIAZHI,BINGTUIDONGYIPINPAIJIAZHIWEIGANGGANDESHANGYEMOSHISHENGJI,ZHULIQIYEZHENGHEXINGYEZIYUAN,SHIXIANQIYEDECHIXUZENGCHANG。

上海快3   RUJIN,QUNFENGPINPAIYIJINGSHENRURENXIN,JINGPINSILIAODEKOUBEIZAINONGMINZHONGKOUKOUXIANGCHUAN,QUNFENGPINPAISILIAOYIJINGCHENGWEINONGMINNIANNIANYONG,FANGXINYONGDEMINGXINGSILIAOPINPAI。

  TONGGUOWANGHAIHEYICHUANTONGDENULI,QUNFENGYIJINGJIEJUEJINGPINDERENZHI,CHENGWEISHUICHANSILIAODEJINGPINDAIMINGCI,JILEILEBAOGUIDEPINPAIZICHAN,PINPAISHINENGCHIXUTISHENG。QUNFENGYIJINGXINGCHENGGUANGHUANXIAOYING,SHIWANGHAICHENGWEIXINGYECHENGCHANGSUDUZUIKUAIDESHUICHANSILIAOQIYE。ZAIZHENGGESILIAOCHANYEZHUANXINGSHENGJIDEDABEIJINGXIA,WANGHAIJINGYANYICHENGWEIZHENGGEXINGYE、YOUQISHIZHONGXIAOQIYEDEBIAOGAN。

  BENWENLAIYUANYUYICHUANTONGPINPAIYINGXIAOCEHUAJIGOU,ZHUANZAIQINGZHUMING:ugg896.com,RUXULEJIEGENGDUOPINPAICEHUADEANLIKEGUANZHUWOMENGUANWANGDEGENGXIN!

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