創(chuàng)業(yè)公司的營銷與品牌管理研究報(bào)告-文庫吧在線文庫
【正文】 Stimuli Card 提示卡 Where they could be most involved 在那里他們會(huì) 融入得最深 What is happening in their lives 他們的生活中 發(fā)生的事 + Come up with possible points of contact 計(jì)算出可能的接觸點(diǎn) P o ints o f Con ta ct S tim u li Qu e stion s 接觸點(diǎn)討論問題 1 JL 1 2 /1 3 /0 0Po in ts o f Conta ct Stimu li Que sti o n s接觸點(diǎn)討論問題U si ng yo ur im pr es si on of wh at is ha pp en in g in th e wo rl d at la rg e, th in k ab ou t wh er e th eBr an d co ul d id en ti fy wi th th e Co ns um er 以你所認(rèn)知的，作最大發(fā)揮，想想品牌可能被消費(fèi)者認(rèn)同的機(jī)會(huì)Pi ck tw o qu es ti on s, on e fr om ea ch co lu mn , co me up wi th th e po ss ib le Po in t of Co nt ac t從下面兩組不同題目中， 各隨幾選一條，找出接觸點(diǎn)W hat is Happe ning in th e ir Liv e s Potent ia l Inv ol v e m e nt Are a s消費(fèi)者生活中正在發(fā)生的事 潛在的參與時(shí)機(jī)Wha t do you f ee l i s ha pp en i ng i npe op le’ s lives t ha t m igh t a f f ec t t he irr el atio nsh i p w i t h t he b r an d?在消費(fèi)者生活中發(fā)生的事，哪些會(huì)影響到他們與本品牌的關(guān)系？Who o r w ha t do t he y spe ci f i cal l yi de ntify w i t h i n t he w orl d a t l a r ge t ha tt he b r an d coul d pi ck up on ?有哪些他們所認(rèn)同的人、事、物，是本品牌可以利用的？Whe n a r e t he b r an d’ s cus t o m ers m osti nvo l ved i n t he m ed i a t he y con su m e( t i m e , pl ace , be ha vi ou r an d at t i t ud e ofm i nd ) ?本品牌的顧客在媒體上最投入的時(shí)機(jī)為何？I s t he r e a na t ural m ed i a f i t be t w ee n t hebran d and it s cus t o m e r s’ lif est yl es?是否有哪種媒體是非常自然的連接品牌及顧客的生活形態(tài)？Wha t is cha ng ing in t he w ay t he b r an d’ scus t o m ers con su m e m ed i a?本品牌顧客對媒體接觸行為有何改變？Wha t i s ne w i n t he m a r ketpl ace t ha tm ay i n f l ue nce t he w ay t he y f ee l ab ou tt he b r an d?哪些新事物，新趨勢可能會(huì)影響到消費(fèi)者對本品牌的感受？I n w ha t w ay cou l d t he use of m ed i a bet ai l ored t o i ntensi f y t he r el atio nsh i pbe t w ee n : a ) di f f e r en t m ess ag es?b) di f f e r en t t arge t g r ou ps?有何媒體運(yùn)用的方式可以量身訂制以a) 強(qiáng)化不同訊息間的關(guān)系；b) 針對不同的目標(biāo)對象Wha t do you i m ag i ne t he pe t i t i oncou l d get up t o t ha t cou l d da m ag et ha t r el atio nsh i p?競爭品牌有可能做些什么，危及消費(fèi)者與本品牌之間的關(guān)系？I s t he r e a na t ural seq ue nce t o t hecho i ce or use o f m ed i a in bu i l di nggrea t e r i nvo l veme nt w i t h t he b r an d?媒體的選擇或使用的先后順序，是否可以創(chuàng)造更大的參與感？ Using Your Impression of What Is Happening in the World at Large 運(yùn)用你自己對身邊發(fā)生的事情的印象 ? What do you feel is happening in people’ s lives that might affect their relationship with the brand? 哪些在現(xiàn)實(shí)生活中發(fā)生的事情，會(huì)影響到消費(fèi)者與本品牌的關(guān)系？ ? Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他們所認(rèn)同的人或事，本品牌可以學(xué)習(xí)、利用得到？ ? What is new in the marketplace that may influence the way they feel about the brand? 市場中的哪些新發(fā)展可能會(huì)影響到消費(fèi)者對本品牌的感受？ ? What do you imagine the petition could get up to that could damage that relationship? 試想象一下， 競爭者做什么可能危及消費(fèi)者與本品牌之間的關(guān)系？ Thinking About Where the Brand Could Identify With the Customer 思考在哪里品牌可以被消費(fèi)者認(rèn)同 ? When are the brand’s customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些時(shí)間，本品牌的消費(fèi)者對媒體最投入？（時(shí)間、地點(diǎn)、行為、態(tài)度） ? Is there a natural media fit between the brand and its customers’ lifestyles? 本品牌和消費(fèi)者生活方式之間，是否存在自然的媒體配合？ ? What is changing in the way the brand’s customers consume media? 本品牌消費(fèi)者處理媒體的行為是否有所改變？ Thinking About Where the Brand Could Identify With the Customer 思考在哪里品牌可以被消費(fèi)者認(rèn)同 ? In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target groups? 如何可
化學(xué)相關(guān)推薦
鄂ICP備17016276號-1