【正文】 形象篇：非洲原野中的大象/自然、和諧、寬廣、富于表現(xiàn)力/自由、獨(dú)立、尊重、執(zhí)著、人文；功能篇：小狗篇（特防潮）；鋼球篇（耐沖擊）；踢蹋舞篇（高耐磨）。圣象的容貌越來(lái)越清晰，地板市場(chǎng)的脈絡(luò)越來(lái)越明朗第二，品牌策劃。葉都干了些什么？第一，營(yíng)銷診斷與市場(chǎng)調(diào)研。年紀(jì)不大，三十歲出頭，兩次榮獲全國(guó)十大著名策劃人稱號(hào)，策劃的項(xiàng)目有上百個(gè)，包括為圣象地板，飄柔，舒膚佳，春蘭空調(diào)，美的空調(diào)進(jìn)行的策劃。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 2: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。s demographics and values changing? What effect will these changes have on our: product(s): pricing: distribution: promotion: people: What problems or opportunities are being created by changes in the cultural diversity of our customers and employees? What is the general attitude of society about our industry, pany, and product(s)? Could we take actions to improve this attitude? What consumer or environmental groups could intervene in the operations of our industry or pany? What ethical issues should we address? B. The Customer Environment Who are our current and potential customers? Demographic characteristics: sex, age, ine, occupation, education, ethnic background, family life cycle, etc. Current customers: Potential customers: Geographic characteristics: location, density, etc. Current customers: Potential customers: Psychographic characteristics: attitudes, opinion, interests, motives, lifestyles Current customers: Potential customers: Do the purchasers of our products differ from the users of our products? Who are the major influencers of the purchase decision? Who is financially responsible for making the purchase? What do our customers do with our products? In what quantities and in what binations are our products purchased? How do heavy users of our products differ from light users? How do customers use plementary products with our products? What do our customers do with our products after consumption? Do they recycle our products or our packaging? Where do our customers purchase our products? From what types of intermediaries are our products purchased? Retail stores: Wholesale outlets: Catalog outlets: Electronic outlets: How does electronic merce have an effect on the purchase of our products? Will this effect change in the future? Are our customers increasing their purchasing from nonstore outlets such as catalogs, home shopping networks, or the Internet? When do our customers purchase our products? Are the purchase and consumption of our products seasonal? To what extent do promotional events affect the purchase and consumption of our products? Do the purchase and consumption of our products vary based on changes in physical/social surroundings, time perceptions, or the purchase task? Why (and how) do our customers select our products? What are the basic benefits provided by our products and our petitors39。例如，降低銷售成本5％，縮短流通時(shí)間方法10％等。一般地，從了解動(dòng)機(jī)的過(guò)程中會(huì)發(fā)掘出多個(gè)主題來(lái)，但我們不能將它們?nèi)考{入到策劃作業(yè)中。要明確策劃主題，認(rèn)真了解委托方的策劃動(dòng)機(jī)是十分必要的。營(yíng)銷策劃是企業(yè)的一種職能性策劃。主要由企業(yè)的營(yíng)銷部門組織實(shí)施。同一項(xiàng)策劃因側(cè)重面不同，所達(dá)到的目標(biāo)和效果是不一樣的。策劃者應(yīng)抓住企業(yè)迫切要解決的主要問(wèn)題進(jìn)行重點(diǎn)策劃。目標(biāo)不明確，策劃印象就會(huì)模糊，就不易產(chǎn)生策劃構(gòu)想。 products? What are the customer needs that are fulfilled by the benefits delivered by our products and our petitors39。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 3: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。其中為圣象地板的品牌策劃已成為中國(guó)的經(jīng)典策劃。80％靠腳，20%靠腦。重新定位圣象：中國(guó)強(qiáng)化木地板第一品牌到中國(guó)（見圖）。策劃實(shí)施之后，企業(yè)的評(píng)價(jià)：你們很客觀。（4）品牌塑造——廣告。消化資料：辦公室里攤滿了圖片與文字。確定合作，一拍即合。s culture to bee more conducive to implementing the marketing strategy? 圣象地板的品牌策劃誰(shuí)是葉茂中？在策劃業(yè)，葉茂中大名鼎鼎。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? B. Weaknesses Weakness 1: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 key marketing capabilities in terms of products, distribution, promotion, and pricing? What response can we expect from our petitors if environmental conditions change or if we change our marketing strategy? Is this petitive set likely to change in the future? If so, how? Who are our new petitors likely to be? Economic growth and stability What are the general economic conditions of the country, region, state, and local area in which our firm operates? Overall, are our customers optimistic or pessimistic about the economy? What is the buying power of customers in our target market(s)? What are the current spending patterns of customers in our target market(s)? Are they buying less or more of our product and why? Political trends Have recent elections changed the political landscape within our domestic or foreign markets? What type of industry regulations do newlyelected officials favor? What are we currently doing to maintain good relations with elected officials? Have these activities been effective? Why or why not? Legal and regulatory factors What changes in international, federal, state, or local laws and regulations are being proposed that would affect our marketing activities? Do recent court decisions suggest that we should modify our marketing activities? Do the recent rulings of federal, state, local and selfregulatory agencies suggest that we should modify our marketing activities? What effect will changes in global trade agreements have on our international marketing opportunities? Changes in technology What impact has changing technology had on our customers? What technological changes will affect the way we operate or manufacture our products? What technological changes will affect the way