《制定精准的策略》PPT课件.ppt

Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 制订精准的策略 Make pinpoint Reasoning Strategy 天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632 Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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 Find password of the marketing magic box 解迷市场魔箱 天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632 Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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 Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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 Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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？ Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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） 积极形态派（ 40.41%) 求进务实派（ 40.54%) 平稳现实派（ 19.05%) 经济头脑族（ 6.20%) 个性表现族（ 6.98%) 工作成就族（ 6.70%) 平稳求进族（ 6.45%) 工作坚实族（ 6.00%) 经济时尚族（ 8.54%) 随社会流族（13.95%)平稳小康族（6.26%) 传统生活族（6.31%)现实生活族（6.79%) 消费节省族（6.46%)勤俭生活族（6.85%) 上层（ 7.34%) 中上层（ 13.18%) 中层（47.90%) 中下层（ 18.27%) 下层（13.31%) 理智事业族（ 7.34%) 求实稳健族（5.17%) 生活(生活态度/生活方式) 社会分层(职业/教育程度/个人收入) Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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 Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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 Make pinpoint Reasoning Strategy 2002 柏宇Herry xiang 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