策略概念达成目标的最好方法

1、 林旭峰策略概念：达成目标的最好方法。 商场如战场：（营销战，传播战） 战场消费者脑中的品牌认知图 竞争者敌人、攻守双方 战果Billing/Top of mindStrategic ThinkingA Thinking Process To Win 赢的积极思考方式Whats the Problem?Clients Needs / TA needsObjective / Market AnalysisCompetitors / Brand A-BBudget Limit / Time LimitProblem Vs Solution; Director Of Board Vs Taxi Di

2、ver漏斗型思考模式 How To Solve The Problem?Core ConceptStrategy / StatementCreative Concept Execution/Mechanics /TimetableBudgeting /Rationale / Why Evaluation ：形成广告运动的策略性思考结构广告策6略即广告运动的中心思想 克敌制胜的谋略3PR MediaAdvDMOOHSPBTLConsumerAnalysisCompetitorAnalysis Needs 71TA42 PerceptionhabitsObjective strategyBrand

3、58Evaluation4PAnalysisCore/creativeconceptBrand A/B Analysis / pricing / Where To Buy It / Trade History / Needs / Problems TA Define The Target / How They Perceive The Brand What They What They Need / AU Study What Attracts Them / Media Contact HabitCompetitorAnalysis Positioning Map / Media Spendi

4、ng Marcom Strategy / Concept / Adv Appeal ObjectiveStrategy Objective From A To B Measurable / specific Problem Solving Oriented (TA/Resailor) Strategy / Positioning Communication How To Solve ProblemsCore/creativeConceptWhat To Say / Concept Statement Key Message / Key Visual Execution Guideline Media/AdvPR.DM/OOH SPBTL How To say Specific Strategy Specific Effectiveness Executionplan Mechanics / Timetable Budget Allocation Who Is Responsible Evaluation Expecting Results / Meet The objective Over All Rationale 总结： 策略性思考能力解决