AG体育

重新发现品牌营销的艺术-上海营销策划公司

  • 三松正发生着什么

  • 重新发现品牌营销的艺术-上海营销策划公司

  • 发布时间:2017-7-10    文:

  • AG体育SHUZIJISHUYIJINGGAIBIANLEPINPAIYINGXIAODEBENZHI。DANSHI,ZHIYOUPINPAILINIANCAINENGJIEJUECHUANTONGPINPAIJIANSHEJUCUOYUYINJISHUHEGUANGFANDEXIAOFEIZHEZENGQUANERSHIFANGDEJIYUZHIJIANCUNZAIDEJINZHANGTAISHI。

    AG体育DANGJINDESHUZIHUAKUANGCHAODAOZHIXUDUORENXUANCHENGGUANGGAO“YISI”,HUOZHE“YINGSI”。DANSHI,TAMENHUIBUHUINONGCUOLE?

    SHOUDAOHUALIDEDASHUJUDEYOUHUO,PINPAIKAISHIBAZHONGXINCONGGUANGGAOXUANCHUANZHUANYIDAOLESHUZIYINGXIAOSHANG,YIMIANBEITIESHANG“BAOSHOU”,SHENZHIGENGZAOGAODE“GUOSHI”DEBIAOQIAN。QIJIEGUOWANGWANGSHIYUYUANWEI:QUEFAMINGQUEDEPINPAIZHUZHANGHECHUANGYIZHIXING,ZUIXINDESHIPIN、SHEJIAOMEITINEIRONGHEYINGYONGJUNNANYIJIFAGOUMAIYUHUOPINPAIZHONGCHENGDU。

    DEQUE,CHUANTONGYIBEIDIANFU,SHUZIHUASHIJIEZHIYOUBIANLIANG,MEIYOUCHANGLIANG。CEOMENXUNQIUJIUSHUZISHENDELIANGJI,CHENZUIYUXINFANGFANENGGOUZUIDAHUATOUZIHUIBAODECHENGNUOZHIZHONG。DIANXINGDE《SHANGYENEIMU(BusinessInsider)》BIAOTI:“DASHUJUKEYIBANGZHUYINGXIAORENYUANCHUANGSHOU2000YIMEIYUAN。”LIUXINGCIHUIBIBIJIESHI:CRM(KEHUGUANXIGUANLI)、Cookies、SHUZISHENGTAIXITONG、TIYANYOUHUAYIJIPINGTAIHUADENGDENG。GUANGGAOJIEZHENGZAIJINGLIZHEQIANSUOWEIYOUDEDONGDANG。

    SHUZIHUAJIUSHU?

    SHUZIJISHUTIGONGLEBUJIQISHUDEFANGFAXIYINXIAOFEIZHE。PINPAIXUANCHUANKEYIZHUANHUAWEIPINPAI“BAOKAN”,LIYONGSHEJIAOWANGLUOQUANTIANXIANGXIAOFEIZHETUISONGXIANGGUANDE“XINWEN”。PINPAIYINGYONG——CONGTablespoon.com,GeneralMills’onlinerecipeportal,DAOAllergycast,Johnson&Johnson’spollenindexcounter——JIANGBEIDONGJIESHOUDEMINGTIZHUANHUAWEILESHIJIDEFUWU。

    AG体育DANSHI,YOUYIJIANSHISHIQUEDINGDE。WULUNWOMENXIAOSHOUKELEHAISHIJISUANJI,GEZHONGSHUZIQUDAODAILAIDEJIYUZHONG,GUANLIANYUHUNLUANBINGCUN。CHUFEIYINGXIAORENYUANZHANGWOLEPINPAIJIANSHEDEYONGHENGYUANZE,FOUZETAMENJIANGYISHIWUCHENG。ZAIFENFANFUZADESHUZISHIJIE,YINGXIAODEZHONGJILVTIAOYIRANCHENGLI:YIZHIXINGZHISHANG。RUGUOBEIHOUQUEFAZHANGQIDELINIAN,ZUIXINDESHUJUWAJUEJISHUHUOZENGQIANGXIANSHIYINGYONGJIANGZAIHOUTAIHUANJINGZHONGHAOWUYONGWUZHIDI。

    SHIDE,SHUZILINGYUTICHULEGENGDADETIAOZHAN。DANSHI,TAIRONGYIHULVEXIAOFEIZHEBENSHENLE——TUIDONGTAMENDEYUWANG,YIJIPINPAIZAITAMENDESHENGHUOZHONGFAHUIDEZUOYONG。QINGJIZHU,XIAOFEIZHEZHIHUIBEIYONGYOUMINGQUEXIANGGUANZHUZHANGDEPINPAISUOXIYIN。HUIDAO1917NIAN,CHUANGJIANLETONGMINGGONGSIDEJ.WalterThompsonFABIAOLEBUXIUDEYANLUN:“ZAINIDECHANPINHUOYEWUZHONGZONGYOUYIXIE‘YUZHONGBUTONG’DEDIFANG,LIRUKEYIYANYICHENGJINGCAIGUSHIDELINIAN,ZHEISHIRUCIDEZHONGYAOHEYINRENZHUMU,YIZHIYUNENGGOURANGNIDECHANPINCONGJINGZHENGDUISHOUZHONGTUOYINGERCHU,BINGQIEBEINIDEMUBIAOKEHUSHIWEIJUEDUIDUYIWUERDEJING.PIN。”2014NIAN,JWTYINGLAILE150ZHOUNIANQINGDIAN。

    CHAOLIANJIE“YONGYUANZAIXIAN”DESHUZISHENGHUOFANGSHIDAILAILEWANHUATONGBANDEXINXUANZEHEYALI,RANGYIXIERENBIANDEWUSUOSHICONG。WEILENULIBIMIANBEISHIWEIBAOSHOUHUOGUOSHI,GUANGGAOHEYINGXIAOZHUANYERENYUANXIANRULEJISHUDEYOUHUOZHONGERWUFAZIBA。WOMENBUSHULEZUIXINDESHUZICHUANGXIN,QUEMEIYOUCHONGFENKAOLVZUIJICHUDEPINPAIZHANLVEHEXINXIYIZHIXING。ZUIZHONGRANGXIAOFEIZHEBIANDEKUNHUOGENGDUO,ZHONGCHENGGENGSHAO。

    ZAIZHEIZHONGMIHUOZHIZHONG,GUIZEYOUQINENGRANGRENFANGXIN。SHICHANGYINGXIAOSHIJIANKENENGSHIBUDUANFAZHANDE,DANPINPAIJIANSHEDEJIBENYAOSUZAIJINTIANHEWUSHINIANQIANSHIXIANGTONGDE。RUJIN,QIANGDADEPINPAIKEYIHUODEYIJIA,ERYOUXIUDEPINPAILINIANKEYICHANSHENGLIRUN。

    AG体育YINJISHUHEGUANGFANDEXIAOFEIZHEZENGQUANERSHIFANGLEXINDEJIYU,ZAIZHEIXIEJIYUYUCHUANTONGDEPINPAIJIANSHEJUCUOZHIJIANCUNZAIZHEJINZHANGDETAISHI,ZHIYOUPINPAILINIANNENGGOUJIEJUEZHEIGEWENTI。CHUANTONGDEPINPAIJIANSHESHIZISHANGERXIADE,YOUZHIZAOSHANGCHANSHU,BINGYOUXINXITOUMINGDUHEDUIXIAOFEIZHEDONGJIDESHENKELIJIELAITUIDONG。JISHUTIGONGDEXINJIYUSHIZIXIAERSHANGDE,LAIZIBINGFUWUYUMUBIAOQUNTI。

    XINCANYUFANGSHIDEBENZHI

    HAOWUYIWEN,SHUZIJISHUYINGXIANGZHESHENGHUOHEPINPAI。CONGSHIPINYOUXIDAOTIGONGZIWOBIAODAXINPINGTAIDESHEJIAOWANGLUO,ZAIDAOLIYONGANNIULIANJIECHENGKEYUJIASHIYUANDEUberDACHEYINGYONG,SHUZISHIJIESHIXIANLESHENGHUOFANGSHIJIYUHEXIAOFEIZHEZENGQUANDEDABAOFA。SHOUZHONGXUYAOYIZHONGSHENGYIN。TAMENXIWANGJIARUDAOLEQUZHONG——HEFABUGUANGGAODEPINPAIYIQICANYUQITADEYULEXUANXIANG。XIAOFEIZHEXIANGYAOCONGZHONGCHENGZHONGDEDAOHUIBAO。TAMENBUXIWANGBEIJUGAOLINXIADIJIAODAO。

    ZHEIJIUSHIXINCANYUFANGSHIDEBENZHI——XIAOFEIZHEXIANGYAODEBUJINJINSHIZALUANERDUANZANDEKUANGHUAN。XIANZAI,CANYUBUXIANGDINGHUN,GENGXIANGJIEHUN:XIAOFEIZHEHEZHIZAOSHANGZHIJIANZHANGQIERFENGFUDEDUIHUA,BINGWEISHUANGFANGDAILAISHISHIZAIZAIDEHAOCHU。CANYUXUYAOJUYOUTONGDENGXIAOLIHEJIAGOU。YINGXIAORENYUANBIXUNULISHIXIANTONGSHIYUNXUXIAOFEIZHECANYUPINPAI、FUQUANYINGXIAORENYUANGUANLIXINXIDEMUBIAO。

    AG体育PINPAILINIAN:CONGHUNDUNDAOYOUXU

    CHUSEDEPINPAILINIANSUIRANWUXING,QUENENGGOUZHENGHEKUAMEITI、DIYUHEWENHUADEXINXI。TAYIRANSHIXIAOFEIZHEZHONGCHENGDU、GAOXIAOLVMEITITOUFANGYIJIZHENGTIYUNYINGDEGUANJIANSUOZAI。

    ZAIYIGECUFANGDEPINPAIFAZHANZHONG,PINPAILINIANQUEBAOKUASHIJIANHEKUAMEITIDEYIZHIXING。NAIKESHIZHONGBINGCHI“Justdoit”DEJINGSHEN,WUCHUBUZAI。AxeCHUCHOUJIXIANGXUNQIUMEIMIAOYUEHUIDERENQUNCHENGNUO“WUFAKANGJUDEXIYIN”,WUCHUBUZAI。

    PINPAILINIANBUJINJINSHIYIZHONGDINGWEISHENGMING。TAMINGQUELEXIAOFEIZHEHEPINPAIZHIJIANDEZHANGQIGUANXI,BINGSUIZHESHIJIANDETUIYISHIZHONGBAOCHIYIZHI。TABENZHISHANGSHIJIAOHUDE,BINGZHICHIKUASHUZIHEMONIMEIJIEDECANYU。DUTEDEPINPAILINIANYUANZICHANPINZHENLI,JICHANPINDECHAYIHUATEXING,ERPINPAIZHENLISHITONGGUOYIZHIXUANCHUANJILEILEZHANGQIZICHAN。LIRU,DUOFENXIANGZAOBAOHAN1/4BAOSHISHUANG——ZHEISHICHANPINZHENLI;QIANGSHENGYUROUHETEXINGDEZHANGQIGUANLIAN——ZHEISHIPINPAIZHENLI。

    CONGBEIDONGJIECHUDAOZHUDONGCANYU

    CHUANGYIZHIXINGBIXUSHIPINPAILINIANDEBIAODA,BINGQIEBIXUQUANBUSHIPINPAILINGHUNDETIXIAN。

    XIANDAISHANGYEHUANJINGJINGZHENGCHAOJIJILIE,FAZHANRIXINYUEYI,YINCI,YINGXIAONEIRONGBIXUFEICHANGYOUQU。CHUANGYIZHIXINGBIXUJUYOUSHUOFULI,XINXIBIXUJINGXINZHIZUO,DANWOMENMUQIANGUANZHUDESHISHENDUCANYUCHUANBODECHENGGONG。

    RENMENSHIYONG、FAHUIHECHUANBOLINIANDESHIJIANYUEZHANG,TAMENZAIPINPAIZHONGDECANYUYUESHEN。LIRU,AxeCHUCHOUJIZAIRIBENTUICHUDE“XINGGANJINGBAO”,SHIYIKUANRICHANGTIXINGHUJIAO。MEITIANYOUBUTONGDEPIAOLIANGNVHAIZAIZHINENGSHOUJISHANGFASONG,LINGSHENGHUITIXINGNIANQINGRENLIYONGAxeHUODEZUIDAHUADE“XINGGANPINGFENQIANLI”。

    CANYULINIANBIXUMINGQUE,ZHEIYANGCAINENGCHENGWEIBIGETIXUANCHUANQUDAOGENGKEGUANHEPANGDADEMEIJIE。LINIANYINGGAITONGYICHUANDA,FUGAICONGDIANSHIDAOSHOUJI、SHEJIAOMEITIPINGTAI、YINGYONG、SHIPINYOUXI,SHENZHIDIANNEIHUOJIABIAOPAIDENGSUOYOUZAITI。

    AG体育PINPAIJIANSHEDEJICHUMEIYOUFASHENGGENBENBIANHUA,DANCANYUDESHIZHIYOULEGENBENDEBUTONG。ZUNXUNPINPAIJIANSHEDEJICHUBIAOZHUNERJINGXINDAZAODEZHANLVEHEZHIXINGYIRANSHIWOMENDEDAOXIANG。ZUOWEIPINPAIXIANFENG,WOMENBIXUYONGYUTANSUOQUANXINSHUZIHAIYANGZHONGDEQIANTAN。DANSHI,WOMENJUEBUNENGYINWEIJIAOLVHEPANGHUANGERGEQIAN。YONGHENGLINIANYEKEYIHUANFAXINDEGUANGCAI。(TomDoctoroffSHIJWTYAZHOUQUDESHOUXIZHIXINGGUAN,YIJI《TwitterBUSHIYIZHONGCELVE:ZHONGXINFAXIANPINPAIYINGXIAODEYISHU》DEZUOZHE,GAISHUDUIZHAOCHANSHILECHUANTONGYINGXIAOYUSHUZIYINGXIAO,ZHONGXINJIANGPINPAILINIANZHIYURENMENGUANZHUDEHEXINQUYU。

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