【正文】 費者的親和力是可行的。 McCANNERICKSON GUANGMING ?33 Midea品牌足跡 品牌價值 Midea means(意味著 ) 品牌個性 Midea is(是 ) 和諧的生活 溫馨的 時代的潮流 生機盎然的 物有所值 真誠的 McCANNERICKSON GUANGMING ?34 MD銷售策略 The Selling Strategy McCANNERICKSON GUANGMING ?35 ? 產(chǎn)品是具體的存在，而品牌存在于消費者的認(rèn)知里，是消費者如何感受一個產(chǎn)品。 McCANNERICKSON GUANGMING ?37 ? Overall Perceptual Shift認(rèn)知的改變 ? 從： Brand Position品牌位置 Midea目前在消費者心中的認(rèn)知地位 海外市場對中國家電的認(rèn)知 低價劣質(zhì)產(chǎn)品 McCANNERICKSON GUANGMING ?38 ? Respondents thought that Korean or Chinese products have quite an impaired image, since their experience with products of such origin relates to the “ gadgets” , sold by street vendors (pens, alarm clocks, etc.) Consequently, they evaluate that the products ing from these Asian countries, in general, have questionable quality. ? The products ing form these countries do not enjoy a good image here in Brazil. People hardly trust these products, considering them: poor quality, little durable, poor technology, no tradition, and ugly, outdated. ? Good, more affordable price was mentioned by 21%. However, this is one of the aspects that vest these products with poor quality. Pulse Brazil McCANNERICKSON GUANGMING ?39 ? As a consequence of the image of Chinese backward amongst Italian people, the production and the export of white and brown goods are seen as: ? No confidence: low quality due to no knowhow ? Cheap: low quality=low prices ? No originality: the bad version of the Japanese production ? Lack in design: the limits to the cultural changes imposed by China give way to a perception of ignorance in the western tastes of Chinese people. Pulse Italy McCANNERICKSON GUANGMING ?40 ? Overall Perceptual Shift認(rèn)知的改變 ? 到： Brand Objective品牌目標(biāo) 我們希望 Midea在消費者心中所占據(jù)的認(rèn)知位置 我感覺很好的空調(diào) McCANNERICKSON GUANGMING ?41 ? 品牌知名度 /偏好度 產(chǎn)品認(rèn)知度 ? 消費者對空調(diào)產(chǎn)品功能、技術(shù)特點缺乏認(rèn)知，對各品牌的產(chǎn)品特點不能清晰的區(qū)分。 ? 感受壓力者：絕大部分是女性。 McCANNERICKSON GUANGMING ?51 ? The Selling Idea銷售主張 策略性的核心概念，明確廣告說什么，由此發(fā)展出創(chuàng)意概念 Midea，創(chuàng)造和諧 ? 銷售主張是策略性的核心概念，規(guī)定了“說什么” ? 創(chuàng)意概念 (Creative Idea)則解決“怎么說” McCANNERICKSON GUANGMING ?52 ? Overall Perceptual Shift ? From:Brand Position 低價劣質(zhì)產(chǎn)品 ? To:Brand Objective 我感覺很好的空調(diào) ? Specific Role of the Advertising 喚起海外市場對 Midea品牌積極的情感反應(yīng) ? Selling Strategy Platform ? Conceptual Target 奮斗者 /感覺壓力者 ? Core Desire 舒緩緊張與壓力，享受舒適的生活 ? How the Brand Best Fulfills the Core Desire “為人類創(chuàng)造美好生活”的企業(yè)理念 ? Compelling Truth “創(chuàng)新”的企業(yè)精神 ? The Selling Idea Midea，創(chuàng)造和諧 McCANNERICKSON GUANGMING ?53 2023年度傳播計劃 McCANNERICKSON GUANGMING ?54 傳播目標(biāo) ? 為 Midea在海外市場建立品牌知名度 ? 激發(fā)經(jīng)銷商與消費者對 Midea品牌的好感與興趣 ? 在沒有銷售網(wǎng)絡(luò)的地區(qū)吸引大客經(jīng)銷 Midea品牌 ? 在建立銷售網(wǎng)絡(luò)的地區(qū)協(xié)助經(jīng)銷商促進 Midea產(chǎn)品銷售 McCANNERICKSON GUANGMING ?55 傳播策略 形象導(dǎo)向策略 McCANNERICKSON GUANGMING ?56 ? 形象導(dǎo)向策略與戰(zhàn)術(shù)導(dǎo)向策略 ? 形象導(dǎo)向策略自上而下塑造品牌，先建立一個總的品牌特征，再配以產(chǎn)品或促銷廣告；戰(zhàn)術(shù)導(dǎo)向策略自下而上建立品牌，一般注重產(chǎn)品或服務(wù)的特點，或價格與促銷的方法。所用的廣告口號依然是 Something Special in the Air。 McCANNERICKSON GUANGMING ?60 Pull Strategy Push Strategy McCANNERICKSON GUANGMING ?61 ? 隨著出口公司海外營銷全球化布局的速度加快，推廣有兩個不同的目的： ? Push：尋求經(jīng)銷商，建立、維持并完善銷售網(wǎng)絡(luò)，目標(biāo)為各級 經(jīng)銷商 。 – 協(xié)助經(jīng)銷商建立銷售網(wǎng)絡(luò)。 :17:2623:17:26March 27, 2023 1他鄉(xiāng)生白發(fā)，舊國見青山。 23:17:2623:17:2623:17Monday, March 27, 2023 1不知香積寺，數(shù)里入云峰。 :17:2623:17Mar2327Mar23 1越是無能的人，越喜歡挑剔別人的錯兒。 2023年 3月 27日星期一 11時 17分 26秒 23:17:2627 March 2023 1一個人即使已登上頂峰，也仍要自強不息。 , March 27, 2023 閱讀一切好書如同和過去最杰出的人談話。 23:17:2623:17:2623:173/27/2023 11:17:26 PM 1成功就是日復(fù)一日那一點點小小努力的積累。 :17:2623:17Mar2327Mar23 1故人江海別，幾度隔山川。 McCANNERICKSON GUANGMING ?65 ? 創(chuàng)意概念 (Creative Idea) 什么樣的創(chuàng)意概念能表達策略性的銷售意念： Midea，創(chuàng)造和諧 ? 摩托羅拉的 Wings很好的反映出其銷售主張：Mot