【正文】 6March 22, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 and that they can be trusted to perform keeping your foods fresh as they should be. ? The consumers are attracted by the fine finishing of the fridge, and with outer LCD temperature control panel, it denotes high tech: “SIEMENS refrigerators looks great, and with their German technology, it should be an ideal fridge for my family. I can trust SIEMENS to take care of the freshness of my food.” 按紐 ? The Freshness You Want, When You Open the Door ? Keeping your foods fresh as they should be. ? Freshness delivered. by SIEMENS 支持點 ? SIEMENS engineering heritage ? Long history German brand in China making contemporary goods with high tech functions ? Recognized quality standards ? Imported pressor, electronic temp. control outer control, and direct cooling technology... See the “9 benefits of SIEMENS Refrigerators” attached 必須元素 ? SIEMENS English Chinese brand name ? SIEMENS Household Appliances slogan: 杰出表現(xiàn)，如你所愿。 Husband are key purchaser ? Age 2845 (married) ? College or vocational school graduate ? Monthly household ine: RMB + ? In urban cities, they are the new generation of working class group who are moving up their standard of living by upgrading their household goods. In secondary cities, JV and import brands are now considered as part of their list whereby quality service is a trade off for the premium price . local manufactured brands. 品牌回顧 對象市場 ? Psychographics : ? Household products are “ big ticket ” price items. The housewife are particularly susceptible to advertising influences, promo offers which would affect their interest. Reach need to be reminded of a good brand as part of purchase consideration is a must as they are more keen to be influenced by wordofmouth, advertising, instore push. ? Husbands would be the critical decision maker, who would explore on the technical details of what the product would offer. They are more rationale, tend to find informations through credible mediums (trade journals, etc..) where product offers are more widely searched. 我們在那里 ? ? SIEMENS is a well known German international pany. ? Most know of SIEMENS within the telemunication / industrial context. Not many people have experience / knowledge of it as a household appliances brand. ? The knowledge that SIEMENS is a German pany means product quality is a given : “ I didn’t know SIEMENS produces refrigerators, if they do, I might want to take a look. I think their products should have good technological foundation and excellent craftsmanship.” ? The fridge is as good as the freshness of food it stores: “ Keeping the freshness of food better and longer are the most import functions for my fridge” 我們往何處走 ? ? After seeing our advertising, we want consumers to know that SIEMENS refrigerators are modern in style, technology, and functions。 21:12:5621:12:5621:12Wednesday, March 22, 2023 ? 1乍見翻疑夢，相悲各問年。 21:12:5621:12:5621:123/22/2023 9:12:56 PM ? 1成功就是日復一日那一點點小小努力的積累。 下午 9時 12分 56秒 下午 9時 12分 21:12: ? 楊柳散和風，青山澹吾慮。 2023年 3月 下午 9時 12分 :12March 22, 2023 ? 1業(yè)余生活要有意義，不要越軌。 21:12:5621:12:5621:12Wednesday, March 22, 2023 ? 1知人者智，自知者明。 2023年 3月 22日星期三 下午 9時 12分 56秒 21:12: ? 1楚塞三湘接，荊門九派通。 2023年 3月 下午 9時 12分 :12March 22, 2023 ? 1行動出成果，工作出財富。 8% 主要品牌地區(qū)分配 1997 品牌 全國 華北 東北 華南 華東 西南 西北 松下 % % % % % % % TCL % % % % % % % 三星 % % % % % % % 索尼 % % % % % % % LG % % % % % % % 康佳 % % % % % % % 東芝 % % % % % % % 創(chuàng)維 % % % % % % % 飛利浦 % % % % % % % 高路華 % % % % % % % 長虹 % % % % % % % 其他 % % % % % % % 總計 % % % % % % % 主要品牌地區(qū)分配 品牌 全國 華北 東北 華南 華東 西南 西北 松下 % % % % % % % 索尼 % % % % % % % 飛利浦 % % % % % % % 康佳 % % % % % % % 東芝 % % % % % % % 創(chuàng)維 % % % % % % % TCL % % % % % % % 三星 % % % % % % % LG % % % % % % % 高路華 % % % % % % % 長虹 % % % % % % % 海爾 % % % % % % % 其他 % % % % % % % 總計 % % % % % % % 啟示 ? 廣州與北京都在減少花費比例的趨勢，而上海競爭增加 ? 總的來說，全國性媒介 (CCTV)有增加的趨勢，可代表著競爭對手所爭取的市場在逐漸拓展 ? 華東及西北有明顯的增加比例，長虹在這方面的走勢與趨勢相同 啟示 ? 然而，主要品牌都有不同的投資走勢 ? 松下 華東＋，西南＋ ? TCL 華東＋，西南＋，西北＋ ? 康佳 華南＋，西北＋ ? 索尼 華南＋，華東＋，西南＋ ? 東芝 華北＋，華東＋，西北＋ ? 飛利浦 放棄全國覆蓋，以地區(qū)投放為主 ? 海爾 (98) 全國覆蓋，華北，華南，華東 啟示 ? 綜合以上所述，長虹在 1999年可考慮集中于華東、西北、西南再加上全國覆蓋 ? 然而，這必須配合銷售渠道 ? 1998年，長虹的投資于各地區(qū)的比例，或將投資的比例，可用 BDI(品牌發(fā)展指數(shù) )復核 BDI＝ 品牌銷售比例 (%) 人口比例 (%) 全國所有媒介所有品牌 010,00020,00030,00040,00050,00060,00070,00080,00090,000 panasonicTotalTCL全國所有媒介所有品牌 010,00020,00030,00