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1、网络电视战略推广规划及品牌概念更新策略,释 放 被 禁 锢 的 思 想 ！,前言： 思路决定出路，回顾2003年 彩电市场动态，由于思路的禁锢 TCL品牌市场占有率与品牌影响 力在不断的下降，品牌渐渐失去 王者风范。危机四伏。,释 放 被 禁 锢 的 思 想 ！,是本案棏重要目的之一,市场在变，我们的思维是否在变？ 当然我们也在变，但结果哪？不尽人意！为何会这样？ 只是因为我们试图改变市场形态， 而我们的竞争者却在适应市场！,品牌概念层面,创维健康电视,康佳高清电视,长虹精显背投,海信胶片电视,SONY数码电视,TCL?,品牌具有极强的认知性与排他性，煽动性,品牌将显示技术趋势清晰化，有极强煽
2、动性,将品牌定位在高端属性，改变形象，避开竞争,品牌具有较强的认知性，诉求显像技术的细节,SONY,三星等将品牌融入数码趋势的概念中.,显示产品线概念层面,PDP LCD,背投电视,CRT电视,决策正确使 长虹培育市场，成功收获果实,TCL是等离子的市场培育者，但不是收获者,高端形象塑造与占位,明星产品，利润市场培育,成熟产品，利润支持，市场占量,CRT产品分为非利润产品与利润产品 非利润产品普通超平与超平占量 利润产品逐行逐点技术利润上量,CRT电视 利润支持，市场占量,康佳,金星,TCL,海信,牡丹,创 维,长虹,国内品牌彩电的主要利润来源高档的CRT电视！ 国外品牌彩电由于品牌惯性，利润
3、来源分布均匀！,CRT概念层面,逐点电视,逐行电视,飞利浦与康佳抢攻逐点概念，其利润重点来源于此,创维独有的逐行电视概念，其利润重点来源于此,创维：100HZ逐行技术推出健康电视升华到健康概念统合品牌层面,康佳：逐点技术推出高清电视升华到高清概念统合品牌层面,在CRT彩电中 TCL是否有新的机会,CRT概念层面,因为我们在品牌与产品概念上已经失去领先的优势， 而且这种趋势越来越明显 所以我们应该找到对手弱点处创造新的逻辑与附加价值 我们必须用第三眼审视现今的彩电市场。,舞姿如果不能领先， 就去对手的弱点处创造新的舞步 但！首先要看清自己,美国街舞教父 M.zjommy 挤$,最后机会,？,CR
4、T对利润有何机会？,CRT对品牌有何机会？,CRT对市场有何机会？,？,？,CTR概念层面,发 现 市场 的 真 相,发 现 自 身 的 价 值,彩电市场中的现状,彩电普及率 有：99.83% 没有:0.17%,家庭拥有数量 1台：65% 2台：31% 3台：4%,家庭拥有第一类品牌： 长虹：12%、金星：11% 松下乐声：10%、索尼8% 康佳：8%,家庭拥有第二类品牌： TCL：6%、日立：5% 创维：5%、东芝：5% 牡丹：5%,家庭拥有第三类品牌： 乐华：3%、飞利浦：3% 海尔：2%、海信：2% LG：2%,在家庭拥有电视品牌中TCL属于拥有第二类品牌，说明TCL虽然有较高的知名度，
5、但形成销量的支持不单单是知名度的问题，我们在传播TCL品牌时注意其品牌的美誉，附加技术，亲和等其它层面的内容支持，使TCL挤入家庭拥有第一类品牌。,以下资料为200305的最新行业市场调擦数据,最近购买品牌 1.长虹：11% 2.松下：10% 3.金星：8% 4.索尼：8% 5.康佳：7% 6.TCL：7% 7.牡丹：6% 8.日立：6% 9.创维：5% 10.东芝：4%$?$?$?$,从消费者最近一次购买品牌看TCL购买成交率排在较后的位置， 说明三个问题：产品无亮点，终端传播与抢夺不力，品牌宣传的不到位,消费者最近一次购买品牌整体及重点区域性城市状况,最近购买彩电品牌及对应的尺寸,29英寸
6、这是消费者购买电视热点选购尺寸区隔，,分析变量1,样本量,尺寸,14英寸,尺寸,16英寸,尺寸,18英寸,尺寸,21英寸,尺寸,25英寸,尺寸,27英寸,尺寸,28英寸,尺寸,29英寸,尺寸,34英寸,尺寸,40英寸,尺寸,43英寸,其他,样本,1200,21,2,46,362,254,2,10,469,18,1,2,11,长虹,136,1.5,0.7,1.5,23.5,28.7,0.7,0.7,41.2,0.7,0.0,0.0,0.7,康佳,86,2.3,0.0,2.3,27.9,20.9,0.0,1.2,40.7,4.7,0.0,0.0,0.0,TCL,79,0.0,0.0,0.0,19.
7、0,13.9,0.0,1.3,64.6,1.3,0.0,0.0,0.0,创维,61,1.6,0.0,1.6,31.2,19.7,0.0,1.6,44.3,0.0,0.0,0.0,0.0,索尼,94,1.1,0.0,1.1,20.2,21.3,0.0,2.1,51.1,2.1,0.0,0.0,1.1,松下_乐声,123,0.8,0.0,5.7,35.8,23.6,0.0,0.8,29.3,2.4,0.0,0.8,0.8,日立,69,1.5,1.5,14.5,44.9,15.9,0.0,1.5,17.4,0.0,0.0,0.0,2.9,飞利浦,32,3.1,0.0,0.0,50.0,21.9,0.
8、0,0.0,25.0,0.0,0.0,0.0,0.0,东芝,53,1.9,0.0,3.8,28.3,18.9,0.0,0.0,43.4,1.9,0.0,0.0,1.9,三洋,14,7.1,0.0,7.1,35.7,0.0,0.0,0.0,50.0,0.0,0.0,0.0,0.0,熊猫,14,7.1,0.0,7.1,14.3,21.4,7.1,0.0,35.7,7.1,0.0,0.0,0.0,海尔,25,0.0,0.0,0.0,40.0,16.0,0.0,0.0,44.0,0.0,0.0,0.0,0.0,海信,12,0.0,0.0,0.0,33.3,16.7,0.0,0.0,50.0,0.0,0
9、.0,0.0,0.0,乐华,37,2.7,0.0,2.7,48.7,18.9,0.0,0.0,21.6,0.0,2.7,0.0,2.7,牡丹,70,4.3,0.0,11.4,32.9,21.4,0.0,0.0,30.0,0.0,0.0,0.0,0.0,金星,110,0.0,0.0,1.8,29.1,23.6,0.0,0.0,41.8,0.9,0.0,0.9,1.8,夏普_声宝,22,0.0,0.0,9.1,31.8,13.6,0.0,0.0,36.4,4.6,0.0,0.0,4.6,LG,20,0.0,0.0,5.0,20.0,40.0,0.0,0.0,30.0,5.0,0.0,0.0,0.0
10、,其他,101,4.0,0.0,5.0,34.6,15.8,0.0,2.0,35.6,2.0,0.0,0.0,1.0,最近一次购买彩电品牌及对应的价格,200030004000元这是消费者购买电视热点价格区隔，,品牌,样本量,价格,1000,价格,1001_,2000,价格,2001,_3000,价格,3001,_4000,价格,4001,_5000,价格,5001,_6000,价格,6001,_7000,价格,7001,_8000,价格,8001,_9000,价格,9001,_1000,价格,10001,_12000,价格,12001,_14000,价格,14001,-16000,不知道,样
11、本,1200,35,273,349,234,122,51,40,24,11,9,12,8,1,28,长虹,136,6.6,19.9,35.3,22.1,8.09,4.41,0.74,0.74,0,0.74,0,0.74,0,0.74,康佳,86,3.5,30.2,25.6,25.6,4.65,2.33,0,1.16,1.16,0,0,2.33,0,3.49,TCL,79,0,26.6,36.7,15.2,11.4,6.33,0,0,0,0,1.27,0,0,2.53,创维,61,4.9,29.5,45.9,11.5,1.64,1.64,1.64,0,0,0,0,0,0,3.28,索尼,93,0
12、,11.8,18.3,17.2,16.1,10.8,4.3,10.8,2.15,1.08,4.3,1.08,1.08,1.08,松下_乐声,123,0,6.5,16.3,24.4,16.3,7.32,10.6,5.69,3.25,3.25,1.63,0.81,0,4.07,日立,69,1.5,23.2,26.1,24.6,15.9,1.45,2.9,1.45,0,0,1.45,0,0,1.45,飞利浦,32,0,15.6,28.1,21.9,12.5,3.13,9.38,0,3.13,3.13,3.13,0,0,0,东芝,53,1.9,18.9,17,22.6,17,5.66,5.66,0,3
13、.77,3.77,0,0,0,3.77,三洋,14,0,35.7,7.14,42.9,14.3,0,0,0,0,0,0,0,0,0,熊猫,14,0,42.9,42.9,14.3,0,0,0,0,0,0,0,0,0,0,海尔,25,0,52,24,20,4,0,0,0,0,0,0,0,0,0,海信,12,8.3,41.7,25,25,0,0,0,0,0,0,0,0,0,0,乐华,37,2.7,35.1,43.2,2.7,2.7,0,5.41,2.7,0,0,0,0,0,5.41,牡丹,70,2.9,28.6,32.9,21.4,8.57,2.86,0,0,0,0,0,0,0,2.86,金星,11
14、0,4.6,26.4,36.4,20,9.09,1.82,0.91,0,0,0,0,0.91,0,0,夏普_声宝,22,4.6,13.6,31.8,22.7,9.09,9.09,9.09,0,0,0,0,0,0,0,LG,20,0,30,30,10,15,0,5,0,0,0,0,0,0,10,其他,101,4.9,26.7,28.7,15.8,7.92,3.96,3.96,2.97,0.99,0,1.978,0.989,0,3.96,最近一次购买的具体状况,最近购买彩电时间： 1990年及以前：9% 1991-1995年：15% 1996年：6% 1997年：10% 1998年：11% 199
15、9年：12% 2000年：15% 2001年：14% 2002年：8%,最近购买彩电价格： 2000-3000元：29% 1000-2000元：23% 3000-4000元：20% 4000-5000元：10% 其它：18%,最近购买彩电尺寸： 29英寸：39% 21英寸：30% 25英寸：21% 其它：10%,最近购买彩电类型： 普通：61% 超平：17% 纯平：19% 其它：3%,最近购买彩电评价： 图像清晰：70% 图像色彩好：56% 有名牌子：49% 价格合理：45% 音响效果好：41% 功能齐全：35%,消费者最近一次购买的彩电类型分布状况,CRT普通屏幕依旧是消费者主选类型 CRT超平和纯平比重也较大，,最近购买彩电类型,样本数,百分比频次,CRT普通屏幕,729,61%,CRT超平,203,17%,CRT纯平,231,19%,等离子,6,1%,液晶,0,0%,其他,22,2%,
