北京現(xiàn)代集團品牌管理策略(已修改)
2025-02-26 14:10 本頁面
【正文】 北京現(xiàn)代 Strategic Brand Management Conference Background 北京現(xiàn)代 Communication Review Inspection 根據(jù) SONATA Brand LineUp的 日后 Communication 方向協(xié)商 日后 Brand Management的必要性 提高北京現(xiàn)代 Value Up/SONATA Brand Power “ 根據(jù)市場環(huán)境的變化 Marketing Trend 也將不同 . 假如昨天為止 ,作為我們的原 則 ,信賴不疑的對 Marketing的 信念 ,如今成了 傳統(tǒng)概念 ,那么樹立 我們對于成功的信心的對于現(xiàn)在 和未來新的 Marketing原則 將會 是什么 ? Traditional Marketing 特點 Functional Feature Benefit (FB) Customers are Rational DecisionMaker Methods are Analytical, Quantitative Verbal Narrow Definition of Product Categories Competition 21C 新的 3種 Marketing Trend 1. 情報技術? 普遍化 2. Brand? 覇權化 3. Communication和 娛樂性 普遍化 Experiential Marketing Features Benefits Traditional Marketing Experiential Marketing ? Sensory ? Affective ? Cognitive Experiences ? Actions ? Relations versus Marketing Paradigm 變化 Experiential Marketing? 特徵 Experiential Marketing Customer Experience Consumption as a Holistic Experience Customers are Rational Emotional Animals Methods are Eclectic 21C Marketing的 話頭 … BRAND! Change the rules! For Mass By Maker With 4P Product *4C(Consumer, Convenience, Cost, Communication) For Personal By Consumer With 4C Image,Value Brand is…? Differentiation Image, Value Consumer Sense Relationship 通過與客戶的特殊相遇 (Experience)的 Structure of Brand Brand Essence Value Benefit Attribute Personality Brand Wheel Brand Identity Brand Image Point of Product Extension Association Power Brand Communication Fixed Brand Image Establish Brand Equity Step Three Step of Branding Buildup Brand Image Step Two Build a Brand Identity Making Brand Image Step One Power Brand 61% 17% 27% 17% 34% 54% 21% 48% 9% (Interbrand 2023) ?只有做到 Power Brand 才是從競爭中生存下去的唯一道路 ,
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