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1、,Case 028,Mechanism,Consumer Benefit,Consumer value,Value for object,Just fit,In-control,Self-esteem, , , , , ,Communication Concept,Communication Concept,Different,Benefit,relation,Concept, 文化, , , , , Name ,Case 030,Brand image,New Brand Direction, , ,Brand Naming, , , , ,Case 031,BRAND IMAGE, , ,
2、 Name ,Case 032,L E S S,M O R E,Young age customer,Senile change of brand,Old age customer,Case 033,sales promotion,advertising,Public relations,Promotion,Case 034,Purchase Ticket,Ticket Bar-code,Onsite Purchase,Mobile,Mobile reservation,Regular reservation,Print At Home,Constant Monitoring of Entra
3、nce And Exit,Internet reservation,Mobile,Print At Home,Gate,Bar Code reading,A brand ,2005. 10. 20 21, ,Case 036,IDC Center,Main server,10Mbps,Academy,Town B,client,Town A,client,10Mbps,10Mbps,Star Topology,Case 037,Communication Concept,Different,Benefit,relation,Concept,Case 038,ERM,SRM,Service Co
4、verage,PRM,Enterprise Risk Management,Partner Relationship Management,Supplier Relations Management,- Self Assessment - Business Risk Model,solutions,- IT application,Purchase Intelligence,Case 039,Benefit,Relation,Different,Concept,Case 040,36%,47%,17%,27%, ,30%, ,40%, ,Case 041, , , Name ,BRAND IM
5、AGE,BRAND IMAGE,Case 042,convenience,practicality,specialty,New Brand, .,Case 043,Thinker,Learn-feel-do Informative,Feeler,Feel-learn-do Affective,Doer,Do-learn-feel Habit formation,Reactor,do-feel-learn Self satisfaction,40%,15%,20%,25%,Case 044,Maturity stage,PLC,Case 045,Client Orientation,Media
6、Promotion,Client, ,Agency, /,Agency,Client,Concept,/ideation,Planning,Production,Execution,Case 046,Place(),Promotion(),Price(),Product(),4PS ,锐普PPT论坛chinakui收集,Case 047,Product,Price,Promotion,Place,The process of planning and executing the conception pricing, promotion and distribution of goods, s
7、ervices and ideas to create exchange that satisfy individual and organizational objects.,Marketing,DD%,BB%,CC%,AA%,step3,BOOM UP,step1,BOOM UP,Brand Essence,fantasy,Personality,older | successful | attractive,Values,express self | confident,Benefits,fashionable look fits mood,Brand strategy, (differ
8、entiation) . , , ., ,Client, ,Agency, /,Agency,Client,Concept,Media / Promotion,Planning,Client orientation,Production,execution,/ideation,Strength,Weakness,Opportunity,Threat,SWOT,: 20 pt text,: 20 pt text,: 20 pt text,: 20 pt text, ,- - ,- - ,- - ,Weakness,Strength,Threat,Opportunity,SWOT Analysis
9、,Place,Promotion,4PS,Price,Product,Distribution,Marketing,Product,Price,Promotion, ,45%,37%,10%,8%, , ,12 100% , , , 1,000 ,Growth rate,Share of Voice,Market Share,etc,75%,30%,45%,22%,Strategic AD management,Global sports marketing activities,Successful new product launch,Local-base marketing suppor
10、t,Case 057, , 30%, 75%, 22%,Share of Voice 45%,Graph model,Grid model,1,2, , , , (wagon), () , () , , TV, , (), , , , ,Family Life Cycle ,(6),(6),(),A thematic principle Theme Object base,A principle of distinctive fit Unique harmony,An extrnsion Principle Justice Base copulative,A combination Princ
11、iple Media mix Complement,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,M A R K E T V A L U E,2008,2006,2005,3000,5000,7000, ,/ , ,/ , , /, ,/ , , , , , , , , ,BrandManagementProcess,Brand Diagnosis,STEP 1,Brand Perspective,STEP 2,Bran
12、d Culture,STEP 3,Brand Communication,STEP 4,Case 064,Business Contents,Category 1,Category 2,Category 3,Category 4,Sub_category 01,Sub_category 02,Sub_category 03,Sub_category 04,Sub_category 01,Sub_category 02,Sub_category 01,Sub_category 02,Sub_category 01,Sub_category 02,eSolution,consulting,stra
13、tegy,Model of Sale Formation,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,锐普PPT论坛chinakui收集,Safety needs,Social needs,Esteem needs,Self Actualization needs,NEEDS Analysis,- - , - ,- , - ,- - , ,Case 067,Brand Management Process,Step1
14、Media mix,Step2 Target mix,STEP 3 Brand mix,STEP 4 Seasonality,STEP 5 Regional mix,Process Completed,Renewal Category,Search System,CommunityShop,Web Design,Recruit System,Mailing system, ,advertising,creative,Media planning,measurability,concept,1,2,2,2,0,Case 070, ?,Are you getting there?, ?,Where are we?
