制订精准的策略.ppt
,制订精准的策略,Make pinpoint Reasoning Strategy,Find password of the marketing magic box解迷市场魔箱,The first password:abstract sales point第一组密码：提炼销售重点,Research function and speciality for all point of view 全方位调查功能和特性（功能/品牌/包装/价格/企业规模/社会地位）,Research the mutual function and adventage from competitive merchandise 调查与竞品共有的特征和优势（差异和共性）,Taste the new thought and new tecnology from product design体会产品设计中的新思路和新技术,Ensure the lifecycle that product in确定产品所在的生命周期,Which is the use of peoples life from product function产品特性在人们生活中的效用,Check up the mutual propertiy of congeneric merchandise 检视同类商品/服务的共同属性,消费者生活需求层面,商品利用层面,对消费者的直接效用层面,The first password:abstract sales point第一组密码：提炼销售重点,Arrange all function according to important to consumer将功能按照对消费者的重要程度进行排序,Find out Unique Sales Proposition发现USP,Set out all use from research above 一一列举以上分析出来的效用,Full power of sales有足够的销售力,Giving consumer advantage利益点,The competitor cant offer 竞争对手无法提供,The second password:from sales point to conception of merchandise第二组密码：从销售重点到商品概念,Use the first password使用第一组密码,Thinking Unique Sales Proposition考量USP,Find out Emotion Selling Proposition发现ESP,Full power of sales有足够的销售力,Emotion of using product and visualize consumer消费体验和消费者形象,The competitor cant offer 竞争对手无法提供,Where are the target audience?谁是目标消费群？,What are characteristic of activity when target consumers use this type of product?目标消费群对这类产品的消费特点是什么？,CHINA-VALS(Value and Life Style)模型,其他必须的分析元素(针对各族群)1-产品和品牌的消费习惯2-媒体接触习惯3-人口统计变量,独特的消费体验(Emotion Selling Proposition)1-独特的消费体验以及消费者形象2-竞争者无法提供3-有强劲的销售力（情感层面）,The second password:from sales point to conception of merchandise第二组密码：从销售重点到商品概念,Use the first password使用第一组密码,Thinking Unique Sales Proposition考量USP,Innovate创新,Association of idea联想,Tentative 假设/尝试,Find out the conception of merchandise归纳出商品概念,Find out Emotion Selling Proposition发现ESP,The third password:from conception of merchandise to originality第三组密码：从商品概念到表现概念,Use the second password使用第二组密码,The products lifecycle产品的生命周期,Aim of advertisement广告目的,The characteristic of target audience and their demand feature目标受众的特征和需求特色,Use the conception of merchandise使用商品概念,The present age fashion current时代风潮,The behave of AD by competitor 竞争对手的广告表现,Creative Strategy创意策略,Open the marketing magic box打开市场魔箱,The first password:abstract sales point第一组密码：提炼销售重点,The second password:from sales point to conception of merchandise第二组密码：从销售重点到商品概念,The third password:from conception of merchandise to originality第三组密码：从商品概念到表现概念,Open the marketing magic box打开市场魔箱,Start now!,
