企業(yè)營銷創(chuàng)課件

1、1234567摩托羅拉摩托羅拉桑塔納桑塔納鱷魚鱷魚玉蘭油玉蘭油佐丹奴佐丹奴捷達(dá)捷達(dá)諾基亞諾基亞大寶大寶40.7%40.7%33.9%33.9%三星三星17.3%17.3%西門子西門子13.9%13.9%19.7%19.7%16.4%16.4%奧迪奧迪13.3%13.3%本田本田10.4%10.4%金利來金利來17.3%17.3%16.2%16.2%14.3%14.3%雅戈爾雅戈爾13.7%13.7%31.6%31.6%27.0%27.0%美寶蓮美寶蓮15.4%15.4%小護(hù)士小護(hù)士10.7%10.7%天王天王服裝品牌服裝品牌汽車品牌汽車品牌手機品牌手機品牌化妝品品牌化妝品品牌8910Young

2、 peoples power share during familysdecision-making(3.26Ps/urban family)12%32%44%28%0%10%20%30%40%50%45-1213-1819-24Young Power11121314焦點群體選擇焦點群體選擇（聚焦策略）（聚焦策略）關(guān)聯(lián)群體選擇關(guān)聯(lián)群體選擇（拼合策略）（拼合策略）鏈接群體選擇鏈接群體選擇（鏈動策略）（鏈動策略）15Fashion CreatorHigh school students, Urban female white collar and college students.Zero sav

3、ing 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,Del

4、lPepsiNokia, 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 1617目標(biāo)目標(biāo)消費群體消費群體生活狀態(tài)生活狀態(tài)質(zhì)量定制化新潮/酷簡約美譽親和力信賴自然服務(wù)自由自在高尚明智購物古典安逸全面成本時尚-

5、6-4-20246-5 -4 -3 -2 -1 0123456感性感性理性理性克制克制張揚張揚IIIIVIII追追求求激激情情科科技技活活力力個人個人效率效率/樂樂趣趣刺刺激激質(zhì)量定制化簡約美譽親和力信賴自然服務(wù)自由自在高尚明智購物古典安逸全面成本時尚-6-4-20246-5 -4 -3 -2 -1 0123456家居生活理性理性克制克制張揚張揚IIIIVIII追追求求激激情情科科技技活活力力個人個人效率效率/樂樂趣趣刺刺激激新潮/”“酷質(zhì)量定制化定制化新潮/酷簡約美譽親和力信賴自然服務(wù)自由自在高尚明智購物古典安逸全面成本時尚-6-4-20246-5 -4 -3 -2 -1 0123456感性

6、感性理性理性克制克制張揚張揚IIIIVIII追追求求激激情情科科技技活活力力個人個人效率效率/樂樂趣趣刺刺激激質(zhì)量定制化新潮/酷簡約美譽親和力信賴自然服務(wù)自由自在高尚明智購物古典安逸全面成本時尚-6-4-20246-5-4-3-2-10123456感性感性理性理性克制克制張揚張揚IIIIVIII追追求求激激情情科科技技活活力力個人個人效率效率/樂樂趣趣刺刺激激181920212223242526*在新在新*大廈作推廣所使用的宣傳品大廈作推廣所使用的宣傳品贈贈飲飲短短信信答答題題白領(lǐng)集中，接觸面大白領(lǐng)集中，接觸面大與環(huán)境相匹配，容易接受與環(huán)境相匹配，容易接受形式自由，發(fā)揮余地較大形式自由，發(fā)揮余地較大27162 5歲162 5歲61%61%263 5歲263 5歲34%34%15歲及以下1