【文章內(nèi)容簡介】 ?? ??? ???? ??????? AIDMA? ??? ??? ?? ????? . 1. Attention ??? ?? ???? ?? ?? ? ?? ?? ???? ??? ??? ?? ?? . 2. Interest ??? ??? ?? ?? . 3. Desire ??? ?????? ?? ?? . 4. Memory ????? ?? ?? . ? ??? ? ? ?? ??? ? ??? ???? ??? ???? ?? ?? . 5. Action ????? ? ??? ?? ??? ????? ??? ???? ?? ?? . 銳普 PPT論壇 chinakui收集 ????? ? ?? ?? ???? ?? ? ?? ??? ?? Web Design Search System Recruit System Community Shop Mailing system Admin tool Site ?? ?? ????? ?? System ?? ?? ?? ???? ?? /???? ??? System ?? ???? ??? ??? ?? ? ??? ??? ??? amp。 ????? ??? ???? ? ??? ??? System ?? ??? ???? ??? ???? ?? ??? ??? RENEWAL Case 072 銳普 PPT論壇 chinakui收集 Rogers? ???? ???? ?? ??? ?? ????? ? innovator ???? ?? ??? ????? ???? ???? Early adaptor ?? ?? ?? ??? ????? ? Early majority ??? ???? ?? ??? ????? ? Late majority ?? ?? ????? ??? ?? ? laggard Social factors 銳普 PPT論壇 chinakui收集 ????? ?? ???? ????? (Target Market) ?? (Consumer Promise) ??? (Support) ????? ?? ?? (Personality) Case 074 銳普 PPT論壇 chinakui收集 Case 075 ?? ?? TV?? ?? ??? ??? ? ?? ?? ??? ? ?? TV ?? ??? ? ?? ??? ???? ??? ? ???? ??? ? 銳普 PPT論壇 chinakui收集 ? ??? ???? ? ??? ??? ?? ? ??? ???? ?? ? ?? ??? ?? ? ??? , ??? ? ????? ? ???? ? ???? ? ??? ??? ? ??? ??? ? FTP ???? ??? ?? ? ?? ?? ?? Process ???? ???? ????? ????? ???? ADMIN ? ?? ??? ? ?? ??? ? ??? ???? ?? ??? ?? ? ??? ?? ?? ? ??? ??? ? ?? /?? ??? ?? ? ??? ?? ?? ? ?? ?? ?? ? ??? ???? ?? ? ??? ??? ?? ?? ? ??? ??? ?? ?? ? ???? ?? ?? ? ?? ?? ??? ?? ? ?? ?? ?? ?? ? ?? ?? ??? ?? 銳普 PPT論壇 chinakui收集 Case 077 What is the Brand? Rational product features. attributes What will It do for me? Rational expectations as a Result of use. benefits What kind of person woluld it be? Basic human valuesthe end Emotional rewards one expects From using the brand. values What does it mean to me? The image of the brand. As Elicited in terms of human Characteristics. personality What is the enduring Core of the brand? Every brand has a “soil” which creates it and identifies it. essence The brand 銳普 PPT論壇 chinakui收集 Support AD Goal Target Market Consumer Promise Personality 銳普 PPT論壇 chinakui收集 System Infra Creative Power PROJECT SUPPORT SYSTEM Media Power Promotion Strategy Communication Strategy Marketing Consulting * SYSTEM FLOW STEP 1 STEP 2 STEP 3 STEP 4 銳普 PPT論壇 chinakui收集 Irrelevant characters Relevant characters Flot Setting Symbols Mood Lead character 銳普 PPT論壇 chinakui收集 Flot Setting Irrelevant Characters Relevant characters Symbols Mood 銳普 PPT論壇 chinakui收集 Case 082 OSI Model Layer application work transport session presentation data link physical 1 2 3 4 5 6 7 Form oracle 銳普 PPT論壇 chinakui收集 Case 083 Max marketing model ????? ?????? ?? synergy linkage sales Activ ation advertising Accoun tability media targeting 銳普 PPT論壇 chinakui收集 PRODUCT FUNCTIONS BRAND NAME GRAPHICS PRDUCT DESIGN MIX LOGOS / TRADEMARK MIX PACKAGING AUGMENTED PRODUCT FEATURES CONTENTS CASE 1 CONTENTS CASE 1 CONTENTS CASE 1 銳普 PPT論壇 chinakui收集 銳普 PPT論壇 chinakui收集 銳普 PPT論壇 chinakui收集 ???? ???? STEP 07 STEP 06 STEP 05 ??? ???? ?? STEP 04 ??? amp。 ?? STEP 03 ??? ?? STEP 02 ??? ? ?? STEP 01 ???? ???? ?? ??? ?? 銳普 PPT論壇 chinakui收集 ??? ????? ?? ???? ?? ?? ??? ERP ?? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?? ?? ??? ?? ?? ?? ?? ?? 銳普 PPT論壇 chinakui收集 Sales