上海快3

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壹串通上海快3      2016-02-29

  ——李錦魁董事長在旺海2016年品牌戰略研討會上的講話

壹串通品牌營銷策劃董事長 李錦魁

  TONGGUOSANNIANWANGHAIHEYICHUANTONGDENULI,QUNFENGYIJINGJIEJUEJINGPINDERENZHI,CHENGWEISHUICHANSILIAODEJINGPINDAIMINGCI,JILEILEBAOGUIDEPINPAIZICHAN。QUNFENGYIJINGXINGCHENGGUANGHUANXIAOYING,SHIWANGHAICHENGWEIXINGYECHENGCHANGSUDUZUIKUAIDESHUICHANSILIAOQIYE。ZAIZHENGGESILIAOCHANYEZHUANXINGSHENGJIDEDABEIJINGXIA,WANGHAIJINGYANCHENGWEIZHENGGEXINGYEDEBIAOGAN。WOMENXIANJIANG,SHENMESHIWANGHAI(QUNFENG)JINGYAN,ZAIJIANGWANGHAIXIAYIGESANNIANDEFAZHAN。

上海快3   SHENMEJIAOWANGHAIJINGYAN?WOXIANGYOUYIXIAJIGEFANGMIANGOUCHENG:

  一、旺海的使命感。

  QIYEZHANLVEBENZHISHANGJIUSHISHIMING。YIGEQIYEDECUNZAIHEFAZHAN,SHOUXIANSHINIYAOJIEJUESHENMEYANGDESHEHUIWENTI。“JINGPINSHUICHANDI1LIAO”,HEXINSHIYI“JINGPIN”WEINEIHE,CONGZISHENDESILIAOJINGPINHUA,TUIDONGCONGYANGZHIDAOCANZHUODESHIPINANQUAN。RANGYANGZHIHUTIAOKAINONGCHANPINJIAGEDEZHOUQIGUILV,RANGXIAOFEIZHECHIDAOZHENZHENGDEANQUANFANGXINDECHANPIN。ZHEYESHIWANGHAI“WEIZHIZHEMOULI、WEISHIZHEZAOFU”DESHIMINGYOULAI。XIDADAJIANG,WOMENGEJIBUMENBIXUYAOGUANZHU“SHEJIANSHANGDEANQUAN”,WANGHAISHIZUIHAODE,YESHIZUIZAODEZHIXINGZHE。

  二、“精品”是品牌戰略,更是中小型飼料企業突圍的密碼。

  CHUANTONGDAQIYEJIBENSHICONGGUIMO、RENHAIZHANSHUSHANGMIANJINXINGMIDUFUGAI,NEISHIQIANYIGESHIDAIJINGZHENGDEBENZHI,XIANZAIZHONGXIAOSILIAOQIYE,YAOXIANGTUWEI,BIXUYAODUIZHEGESHIDAIYOUSHENKEDONGCHA,ZHEGESHIDAIDEBENZHISHISHENME?SHIRENRENDOUYUANYIWEICHIDIANHAODEDUOFUDIANCHENGBEN,YANGZHIHUYEYUANYIWEIYANGDEYUHAOMAIDUOFUDIANCHENGBEN。ZAICHIZHEGECENGMIAN,“LIEBIQUZHULIANGBI”SHIXINGBUTONGDE。WANGHAISHUNSHIERWEI,TICHU“JINGPIN”ZHANLVE,SHIWEIDA、GUANGRONG、ZHENGQUEDE。WEICI,“JINGPIN”ZHANLVECUISHENGCHUYIXILIEDEQIYESIWEIDEZHUANBIAN,GONGSICONGYANFA、SHENGCHAN、GUANLIQUANFANGWEIDEJINGPINHUA,YIDINGYIYISHANGYINLINGLESILIAOXINGYEDEFAZHAN!

群豐飼料品牌營銷

  第一階段戶外廣告

群豐飼料品牌廣告

  第二階段戶外廣告

  三、對農民語言的深度創意。

上海快3   SHENMEJIAONONGMINYUYAN?YOUYUZHONGGUODECHENGXIANGERYUANZHIJIEGOU,NONGMINDEXINXIJIESHOUQUDAOXIANGDUIBISAI,XUYAOJIANDANDEGOUTONGMANZUTADUIYUFENGSHOUDEXIANGXIANG。ZHELIJIUNENGKANCHUYICHUANTONGCEHUADESHASHOUJIAN“QIANGOUTONG”DEWEILI。

  DAJIABISHANGYANJINGXIANGYIXIA,ZHONGGUORENDUIYUFENGSHOUNAOHAILIYOUSHENMEYANGDETUJING?DUINONGMINERYAN,JIUSHIBAOZHUJINCANCANDEMAISUILUCHUJINCANCANDEYACHI,NEIZHONGXINGFUDAOMEIGEXIBAODEXIAO!DUIYANGZHIHULAISHUO,JIUSHIBAOZHUYITIAOFEIFEIDEYULUCHUJINCANCANDEYACHI,NEIZHONGXINGFUDAOMEIGEXIBAODEXIAO!ZHEJIUSHI,WOMENYAOZAIPINPAIFUHAOZHEGECENGMIANYAOMANZUDE。ZHEGESHIJUEYIDANWOMENJIANCHIYONGXIALAI,NEIJIUBUDELE,WANGHAIDEQUNFENGPINPAIJIUDAIBIAOLEFENGSHOU,DAIBIAOLEXIWANG,ZHEGEDONGXIYONGYUANSHINONGMINDEPENGYOU,YONGYUANYEBULIKAI。

  ERWOMENDECHAOJIHUAYU“JINGPINSHUICHANDI1LIAO”,YIXIAZIJIURANGYANGZHIHUMINGBAILE,SHENMESHIHAODELIAO!YINWEITAMENDECAIGOUXIGUANSHIGENFENG,MAIDAJIADOUMAIDE,MAIMAIDEZUIHAODE!DANGSHI,WOMENDINGZHEGEDESHIHOU,YOURENBIAOSHISHUOYOUFENGXIAN。WODANGSHIDEHUIDASHI,CONGLIANGFANGMIANJIANG,YISHIYOUFENGXIAN,GUANJIANSHINIDEZHANLVEXUANZESHISHENME,YIJIAXIAOQIYEYAOXUNSUJIANLIRENZHIZHIYOUZHEMEGAN,WOMENYAOCONGCHENGBENJIAODUKAN,ZHEGE“JINGPINSHUICHANDI1LIAO”DAILAIDESHOUYI,YUANYUANDAGUOQIYEFUCHUDEFALVFENGXIAN。ZHEJIUSHIWOMENDEZHANLVEXUANZE!ERSHI,NIXIANZAITAIXIAO,CHANIFUCHUDECHENGBENYEGAO,GEINIZHENZHENGZUOLESANNIAN,NEISHIWOMENYEJIUCHENGWEIXINGYEDIYI,TAMENJIUBUCHANILE!XIANZAIKAN,ZHEXIEYUYANDOUSHIXIANLE!

旺海群豐創意概念導視

  旺海群豐創意概念導視

  四、狠抓關鍵點落地。

  WOMENJIANG,DUIYUYIJIACHENGCHANGXINGQIYE,ZIJINYOUXIAN、RENCAIYOUXIAN、JINGLIYOUXIAN,NISHENMEDOUQUZUO,XIANGSAHUJIAOMIANYIYANGQUZUO,DENGYUSHENMEDOUMEIZUO!WOMENZAIJIANLIRENZHIDELIANGGEGUANJIANDIANXIAHENLIQI,YISHIZHONGDUAN,ERSHITUIGUANGHUI。ZHONGDUANJIUSHIDAJIAQUTIEHAIBAO,SILIAODIAN、DENGGAN、GONGGAOLANQUANBUQUTIE,NIZHANZHULEZHEGEZHENDI,BIERENJIUJINBULAI,YAOZHIDAO,ZHEXIESHIYANGZHIHUDEHEXINJIECHUDIAN。TUIGUANGHUIJIUSHIZHAOJIYANGZHIHULAIKAIHUI,RANGXIAOSHOUHETUIGUANGJIEHEQILAI,XUANGUANWOMENDELINIANHEDINGHUOZHENGCE,YICHANGCHANGDEQUZUO,HUABENGONGFUQUZUO。JINTIANKANLAIXIAOGUOYEFEICHANGHAO!WEILAIWOMENHUANYAOJIANCHIZUO,ZAIMIDUHEGUANGDUSHANGHUANYAOTOURUDALIQI,ZAIWEIWANGHAIDESHASHOUJIAN!

旺海群豐終端標準化

  旺海群豐終端標準化

旺海群豐終端技術推廣會

  旺海群豐終端技術推廣會

  五、老板的格局和魄力。

  現在不是有一句話叫“不管你3.0,4.0,老板不行都是0”。到現在一談到阮總一年花幾百萬來做品牌的事兒,你們飼料行業還有人覺得你笨。跟我們在97年在美的服務的時候,一年花500萬請英國公司幫我們做策劃一樣,也有人說我傻。美的就是那個時候全面規劃了自已的品牌戰略,包括“原來生活可以更美的”這句口號,當時就是我搞的,現在看來,那是一個破局點,是整個美的騰飛的起點!所以說,我們之間有很多相似的地方,就是看到趨勢,敢做別人不敢做的!因為別人沒有做的時候成本最低,效果最好!關鍵是,我們贏得先發優勢,現在別人追旺海,追群豐,需要付出100倍以上的成本。所以說,我們要感謝阮裕強總經理,是你的格局才有今天的大好局面。

  MIANDUIXINXINGSHI、XINJIYU,XINTIAOZHAN,WANGHAIDEQIYEJINGYINGZHANLVEYEYAOSHUNSHIERWEI,ZHIYOUJIJIYONGBAOBIANHUACAINENGYONGLICHAOTOU。QUNFENGDEGUANGHUANXIAOYINGXINGCHENG,DAIDONGQITAPINPAIHEPINLEIDEFAZHAN,SHIXIANLEWOMENDESANNIANQIANMUBIAO!XIANZAITI“QUANMIANJINGPINHUA ZAICHUANGXINWANGHAI”SHUNLICHENGZHANG!

上海快3   JIANGWANZHEMEDUO,WOMENZAILAITANTANWANGHAIXIAYIXIASANNIANZENMEGAN?

  1、旺海要變成用戶的管理者。

  HULIANWANGSIWEIDEHEXINSHISHENME?JIUSHIYONGHUSIWEI!WOMENYIQIANDANCHUNDEMAILIAO,QITAGENWOWUGUANDESIWEIBIXUYAOZHUANBIAN!SHENMEJIAOXIAOFEITIYAN,NIYAODUIZUISHOUQIAN、SHOUZHONG、SHOUHOUDEQUANBUTIYANFUZE。XIAYIGE3NIAN,WANGHAIYAOCONGDANCHUNDECHANPINMAIMAIFUWU,YAOCHENGWEIYANGZHIHUGUANLIZHE。ZHENZHENGYIYONGHUSIWEI,JIEJUEQI“ANQUAN、BAOZHANG、FAZHAN”DENGFANGMIANDETONGDIAN,SHIXIANYONGHUXUQIUTONGDIANDEQUANMIANGUANLI,ZHESHISHIDAIGEIWOMENDEKETI,GENGSHIQUANMIANJINGPINHUA,ZAICHUANGXINWANGHAIDENEIHAN。YAOJINNIZUIDAKENENGDUIYANGZHIHUZUIHOUDESHOUYIFUZE。YAOJIAQIANGHETAMENDEGOUTONGHEZHANXING,ZHENDUITAMENDETONGDIANYAOQUANLIJIEJUE,ZHEYANGZHEGEYANGZHIHUCAISHINIDE。

  2、要從單一產品轉到全價值鏈的競爭。

  SILIAODECHANPINNEIHANFASHENGBIANHUA,DANCHUNDECHANPINJIACHAMOSHIYIJINGBUNENGGOUMANZUYONGHUDEXUQIU。

  一是產品品質和價格空間均存在極限,突破改進空間有限,價格戰等方式不適用企業增量的發展戰略。

  二是,由于養殖產業發展在產業鏈整體穩定才有空間,一個養殖戶想要獲得好的收益,必須從種苗、調水、養殖技術、銷售、市場等方面全鏈條穩定。也是說,要從單一產品轉到全價值鏈的競爭。

  3、整合構建精品聯盟,形成精品化生態圈,產生化學反應,最終成為終端信任證明。

上海快3   ZHEGEJIAZHILIANZENMEZUO?ZHEGEWENTIHUANYAOKANKANWOMENXIANZAIDEYOUSHI,YEJIUSHIWOMENHUASANNIANSHIJIANJIANLIDE“JINGPIN”RENZHI。WOMENBIXUYAOFANGDAZHEZHONGYOUSHI!

上海快3   JIAZHILIANDAZAODEFANGSHIWUFEILIANGZHONG,YISHIZIJIAN,JIUXIANGQIANXIENIANDEYIXIEPINPAI,ZUOSILIAO,ZUOYANGZHI,GENGMAIYU,DANGSHIDEXIAOGUOSHIBUHAODE,ZHEYIDIANDAJIADOUZHIDAO。ERSHIZHENGHE,ZHONGXIAOQIYEZIJIANJIAZHILIANSHIXINGBUTONGDE,ZHINENGZHENGHE。ZHIQIANTANDAODE“JINGPINLIANMENG”SHIWEIYICHULU,JIANLIYIPINGTAI,ZHENGHEYIPIHEWANGHAILINIANYIZHIDE“JINGPINHUA”QIYE,XINGCHENGJINGPINBIAOZHUN。TONGGUOZHEZHONGJINGPINSHENGTAIQUAN,CHANSHENGHUAFANYING。WOMENBAYANGZHIHUXUQIUGUANJIANYAOSUXIANZHENGCHULAI,TUIDONGYANGZHIHUDEQUANCHENGJINGPINHUAYANGZHIGUANLI,YONGJINGPINLIAO、YONGJINGPINYUMIAO、YONGJINGPINYANGZHIFANGFA,QUEQIANGEIQIAN,QUEXIAOLUGEIXIAOLU。RANGQICHENGWEIXIAOFEIZHEGOUMAIDEBIAOZHUN。ZHEZHONGZUOFAYESHIWOMENQIYESHIMINGDEZHUIQIU。

  4、品類延伸,創新是前提。

上海快3   WOMENDOUZHIDAO,SHENGYULIAO、JIAZHOULULIAODENGSHIWOMENDEQUANTOUCHANPIN。WOMENRUHEYANSHENDAOCAOYU、LUOFEIDENGDAPINLEI?“SIJILIAO”JIUSHIZUIHAODECHUANGXINTIXIAN,ZHEGECHANPIN,WOMENSHIDIANFULEXINGYEDECHUANTONGSIWEIDE,TONGGUOWOMENCHANGQIYANJIU,YI“SIJIFENSHIYONGLIAO”DEFANGSHIJINXINGYANGZHI,SHIWOMENJINGPINNEIHANDECHUANGXIN,SHIYICIKEXUEDECHUANGJU。WOMENBUSHIGAINIANCHUANGXIN,ERSHIXINGWEIDECHUANGXIN。RANGXINGYE、YANGZHIHUDIYICITIHUIDAOLEKEXUE、JINGPINYANGZHIDESHOUYI。WEILAI,SIJILIAOYAODAILINGWOMENQUANMIANTIAOZHANDAPINLEI、XINGYEDAGONGSI,ZHEYIDIAN,WOMENFEICHANGYOUXINXIN。ZHIYAOJINGPINDEZHANLVEZAI,CHUANGXINDEXINNIANZAI,WANGHAIDEQUANMIANJINGPINHUAYIDINGNENGGOUCHENGGONG!

  5、最后,我再談談對于營銷的理解。

  一是,所有營銷動作我們要“正奇結合”!

  SHENMEJIAO“ZHENG”?SHOUXIANNIDESANGUANYAOZHENG,BUYAOLAOSHIXIANGYIXIEYILAOYONGYI,ZHANYANQUQIAODESHI,YINGXIAODOUSHIBENGONGFU!ZHENG,JIUSHIYIXIEWOMENBIXUYAOZUODESHIER,YAOJIANCHIZUO,CHANGQIZUO!WOMENDETUANDUIDUIYUZHONGDUANDEBIAOZHUNHUA、TUIGUANGHUIDENGFANGMIANZUOLE3NIANLE,TUANDUIQINGXUSHANGHUIYOUYIXIEFAN,DANWOGAOSUNIMEN,ZHEBIXUYAOZUO!ZHESHIWOMENDEGUANJIANZHENDI,YINWEIPINPAICHENGGONGMEIYOUBIEDEFANGFA,JIUSHI“TILIAN、JIANCHI、ZHONGFU”!SHOUZHUZHEXIESHANTOU,WOMENCAINENGQUEBAORENZHIDESHIXIAN!HUOZHESHUO,WOMENXIANZAIXINGCHENGDEJINGPINRENZHI,SHIZHELIANGGEDONGZUODEGONGLAO。

  SHENMEJIAO“QI”?ZHENDUIBUTONGJIEDUANWOMENYAOYOUXIYINZHUYILIDEDONGZUO!ZHEYIDIAN,WOMENYEBUYAOTAN,ZUOYIDIANJIUKEYILE!WEILAI,WOMENHUIZAIJIANLIRENZHIDEDONGZUOSHANGZENGJIAYIXIEQUWEIHUADEDONGZUO!

  二是,競爭的本質就是領先對手半步。

  SUOWEILINGXIAN,JIUSHISHIDUCHAOQIANCELVE,BUYAOLINGXIANTAIDUO,TAIDUOJIUHUICUNZAIJIAOYUCHENGBEN,ZHEGECHENGBENXIAOQIYESHIFUBUQIDE!DUIWANGHAILAIJIANG,JINGPINSHIWANGHAITICHULAIDE,YAOHUZHUWOMENDEZHEGEZICHAN,ZAIDONGZUOCENGMIAN,BIJINGZHENGDUISHOUZAIJINGPINHUANEIHANCENGMIANMEITIAN、MEINIANZUOHAOYIDIANJIUKEYI,JIXIAOSHENGWEIDASHENG!

  ZUIHOUZONGJIE,XIAYIGE3NIAN,WANGHAIYINGGAISHIYIJINGPINSILIAOSHENGCHANWEIHEXIN,YIJINGPINLIANMENGWEIPINGTAI,YIYONGHUGUANLIWEIZHUASHOU,DAZAOQUANJIAZHILIANFUWUDEJITUAN,TONGGUO“JINGPIN——JINGHUA——JINGSHEN”SANGEJIEDUANDEDAZAO,CHENGWEIXIAOFEIZHESHIPINANQUANDEBAOZHENG,CHENGWEIYANGZHIHUZHUANQIANDEBAOZHENG。WEICIYICHUANTONGXUYAOZAIYONGHUYANJIU、PINPAISHENGJI、PINLEIYANSHEN、CHUANBOSHOUDUANDENGSIGECENGMIANQUANMIANPEIHE,WOMENXIWANGFUWUWANGHAISANSHINIAN,YUWANGHAIDEGEWEITONGSHICHENGWEIYIBEIZIDEPENGYOU!

  本文來源于【壹串通品牌營銷策劃機構

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