《企业营销创新》

1、123456摩托罗拉摩托罗拉桑塔纳桑塔纳鳄鱼鳄鱼玉兰油玉兰油佐丹奴佐丹奴捷达捷达诺基亚诺基亚大宝大宝40.7%40.7%33.9%33.9%三星三星17.3%17.3%西门子西门子13.9%13.9%19.7%19.7%16.4%16.4%奥迪奥迪13.3%13.3%本田本田10.4%10.4%金利来金利来17.3%17.3%16.2%16.2%14.3%14.3%雅戈尔雅戈尔13.7%13.7%31.6%31.6%27.0%27.0%美宝莲美宝莲15.4%15.4%小护士小护士10.7%10.7%天王天王服装品牌服装品牌汽车品牌汽车品牌手机品牌手机品牌化妆品品牌化妆品品牌789Young p

2、eoples power share during familysdecision-making(3.26Ps/urban family)12%32%44%28%0%10%20%30%40%50%45-1213-1819-24Young Power10111213焦点群体选择焦点群体选择（聚焦策略）（聚焦策略）关联群体选择关联群体选择（拼合策略）（拼合策略）链接群体选择链接群体选择（链动策略）（链动策略）14Fashion CreatorHigh school students, Urban female white collar and college students.Zero savin

3、g group.15% of population.Fashion PromoterUrban white collar and middle class, female migrants,25% of population.Fashion FollowerMiddle age blue collar workers and housewife30% of population.Fashion IndifferentMiddle age peasant, old people, male migrants labor worker.45% of population.Sunsumg,DellP

4、epsiNokia, Motorola,IBM,SonyCoca colaEricson,LegendCoca colaTCL,TwinheadFuture ColaPay attention to rural migrants (120m+150m) as well as urban migrants (2m +30m). They are strong consumer groups in any sense.Choice of Positioning 1516目标目标消费群体消费群体生活状态生活状态质量定制化新潮/酷简约美誉亲和力信赖自然服务自由自在高尚明智购物古典安逸全面成本时尚-6-

5、4-20246-5 -4 -3 -2 -1 0123456感性感性理性理性克制克制张扬张扬IIIIVIII追追求求激激情情科科技技活活力力个人个人效率效率/乐乐趣趣刺刺激激质量定制化简约美誉亲和力信赖自然服务自由自在高尚明智购物古典安逸全面成本时尚-6-4-20246-5 -4 -3 -2 -1 0123456家居生活理性理性克制克制张扬张扬IIIIVIII追追求求激激情情科科技技活活力力个人个人效率效率/乐乐趣趣刺刺激激新潮/”“ 酷质量定制化定制化新潮/酷简约美誉亲和力信赖自然服务自由自在高尚明智购物古典安逸全面成本时尚-6-4-20246-5 -4 -3 -2 -1 0123456感性感

6、性理性理性克制克制张扬张扬IIIIVIII追追求求激激情情科科技技活活力力个人个人效率效率/乐乐趣趣刺刺激激质量定制化新潮/酷简约美誉亲和力信赖自然服务自由自在高尚明智购物古典安逸全面成本时尚-6-4-20246-5-4-3-2-10123456感性感性理性理性克制克制张扬张扬IIIIVIII追追求求激激情情科科技技活活力力个人个人效率效率/乐乐趣趣刺刺激激171819202122232425*在新在新*大厦作推广所使用的宣传品大厦作推广所使用的宣传品赠赠饮饮短短信信答答题题白领集中，接触面大白领集中，接触面大与环境相匹配，容易接受与环境相匹配，容易接受形式自由，发挥余地较大形式自由，发挥余地较大26162 5岁162 5岁61%61%263 5岁263 5岁34%34%15岁及以下15岁