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1、Gentle BreezeYour Subtitle Goes HereYour Topic Goes HereYour subtopic goes hereTransitional PageYour Topic Goes HereYour subtopic goes hereE Case 028Case 028MechanismMechanismConsumer BenefitConsumer BenefitConsumer valueConsumer valueValue for objectValue for objectJust fitJust fitIn-controlIn-cont
2、rolSelf-esteemSelf-esteem Communication ConceptCommunication Concept Communication ConceptCommunication ConceptDifferent BenefitrelationConcept 文化 Name Case 030Case 030Brand imageNew Brand Direction Brand Naming Case 031Case 031BRANDBRANDIMAGEIMAGE NameName Case 033Case 033sales sales promotionpromo
3、tionadvertisingadvertisingPublicrelationsPromotionPromotion Case 034Case 034PurchaseTicketTicket Bar-codeTicket Bar-codeOnsite PurchaseOnsite PurchaseMobileMobileMobile reservationMobile reservationRegular reservationRegular reservationPrint At HomePrint At HomeConstantConstantMonitoringMonitoringof
4、ofEntranceEntranceAnd ExitAnd ExitInternet reservationInternet reservationMobileMobilePrint At HomePrint At HomeGateGateBar Code readingBar Code reading Case 036Case 036IDC CenterMain server10Mbps10MbpsAcademyTown BclientTown Aclient10Mbps10Mbps10Mbps10MbpsStar TopologyStar Topology Case 037Case 037
5、Communication ConceptCommunication ConceptDifferent Different BenefitBenefitrelationrelationConcept Case 042Case 042convenienceconveniencepracticalitypracticalityspecialtyspecialtyNew Brand New Brand . . Case 044Case 044Maturity Maturity stagestage Growth Growth stagestage Introduction Introduction
6、stagestage PLCPLCDecline Decline stagestage Case 045Case 045ClientClientOrientationOrientationMedia PromotionMedia PromotionClient Agency /AgencyClientConcept/ideationPlanningPlanningProductionProductionE Executionxecution Case 046Case 046Place(Place()Promotion(Promotion()Price(Price()Product(Produc
7、t()4PS 4PS Client Agency /AgencyClientConceptMediaMedia/ Promotion/ PromotionPlanningPlanningClientClientorientationorientationProductionProductionexecutionexecution/ideation StrengthStrengthWeaknessWeaknessOpportunityOpportunityThreatThreatSWOTSWOT: 20 pt text: 20 pt text: 20 pt text: 20 pt text: 2
8、0 pt text: 20 pt text: 20 pt text: 20 pt text - - - - - - - - - - - - - - - - - WeaknessWeaknessStrengthStrengthThreatThreatOpportunityOpportunitySWOT AnalysisSWOT Analysis PlacePlacePromotionPromotion4PS4PSPricePriceProductProduct DistributionDistributionMarketingMarketingProductProductPricePricePr
9、omotionPromotion GrowthGrowthraterateShare ofShare ofVoiceVoiceMarketMarketShareShareetcetc75%75%30%30%45%45%22%22% Strategic AD Strategic AD managementmanagementGlobal sports Global sports marketing activitiesmarketing activitiesSuccessful new Successful new product launchproduct launchLocal-base L
10、ocal-base marketing supportmarketing supportthe respected global player Case 057Case 057 30%30%75%75%22%22%Share of VoiceShare of Voice45%45%Graph modelGraph modelGrid modelGrid model Use existing ProductsUse existing ProductsSTEP 1STEP 1STEP 2STEP 2STEP 3STEP 3STEP 4STEP 4Become Aware of NewBecome
11、Aware of NewNew Product is AvailableNew Product is AvailableBuy New ProductBuy New Product / / / / / / / / BrandBrandManagementManagementProcessProcessBrandDiagnosisSTEP 1STEP 1BrandPerspectiveSTEP 2STEP 2BrandCultureSTEP 3STEP 3BrandCommunicationSTEP 4STEP 4 Case 064Case 064Business ContentsBusines
12、s ContentsCategory 1Category 1Category 2Category 2Category 3Category 4Sub_category 01Sub_category 02Sub_category 03Sub_category 04Sub_category 01Sub_category 02Sub_category 01Sub_category 02Sub_category 01Sub_category 02eSolutioneSolutionconsultingconsultingstrategystrategy Model of Sale FormationMo
13、del of Sale FormationUse existing ProductsUse existing ProductsSTEP 1STEP 1STEP 2STEP 2STEP 3STEP 3STEP 4STEP 4Become Aware of NewBecome Aware of NewNew Product is AvailableNew Product is AvailableBuy New ProductBuy New Product Renewal CategoryRenewal CategorySearchSearchSystemSystemCommunityCommuni
14、tyShopShopWebWebDesignDesignRecruitRecruitSystemSystemMailingMailingsystemsystem advertisingadvertisingcreativecreativeMedia planningMedia planningmeasurabilitymeasurabilityconceptconcept1122222200 Case 070Case 070 ? ?Are you getting there? ? ?Where are we? ? ?Why are we there? ? ?How could we get t
15、her? ? ?Where could we are?T-planT-plan Web DesignWeb DesignSearchSearchSystemSystemRecruitRecruitSystemSystemCommunityCommunityShopShopMailingMailingsystemsystem Admin tool Admin toolSite Site System System / System System & & System System RENEWALRENEWALCase 072Case 072 RogersRogers innovatorinnov
16、ator EarlyEarlyadaptoradaptor EarlyEarlymajoritymajority LateLatemajoritymajority laggardlaggardSocial factorsSocial factors e-Businesse-Business ConvergenceIndustry TransformationValue ChainIntegration Channel EnhancementDevelopmentImplementationEvaluationDesignAnalysis : PwCeBiz Transformation Sol
17、ution Development30%60%30%60%CustomerCustomerSupplierSupplierLoyaltySystem Integration eCRM IRM PRM Solution Development Business DomainBusiness DomaineBiz Strategy Consulting.eBiz Management ConsultingeBiz Restructure Consulting eCRM(Web call center) eCommunity eFAX(Dial Fax) eIRM WCMSReal estate p
18、ortal Network swap serviceInternet Fax Tour portal Internet broadcasting Community portal EDMS GroupWare Enterprise Knowledge Internet Purchasing System Application Web DB Integration Mobile Application Customer IntegratedHome PageSystemSolution e-branding Web Style Guide On-line Marketing DB/Web Se
19、rver Multimedia Server Wireless/Security e-CRM e-Marketing WCMS . e-Business Transformation eOffice Solution Planning . . ( () ) / / . . . .45%15%5%35% . . GWeagleOffice Solution & Service - eagleOffice 44.9%44.9%2.3%2.3%9.4%9.4%15.9%15.9%15.4%15.4%12.3%12.3% : eBiz Service & Solutions10%10%15%15%20
20、%20%55%55%2004Web Service & Solution eBiz ConsultingSI Service & Solution Network Integration 50%50%15%15%10%10%10%10%15%15%30%30%20%20%30%30%7%7%10%10%5%5%SCMSCMCMSCMSERMERMERPERPKMSKMSHRMHRM SCM (Supply Chain Management)20042003 ERM (Enterprise Resource Management) SI Development & SolutionsSI Dev
21、elopment & Solutions 2 2 3. 3. 2. 2. 4. 4. 5. 5. 6. 6. 1. 1. 2 () / : 100 / : 10 / () - : StrategyContentsSolutionB Brandrand A AB Brandrand B B() Ebiz B Brandrand C C SummarySummary- - Integration Branding & IdentityIntegration Branding & Identity SupplierCustomereCompanyPartnerStockholderEmployeeI
22、PSSCMIRMPRMe-MarketingGW+KMSEDMSBuy SideSell SideERPEIPe-Business Sector & Solutions Himart2. . , , v ? PublishInteractTransactIntegrateCustomer Information AccessHSE CommunicationCustomer and Technical SupportSupplier Relationship ManagementElectronic Order to CashElectronic ProcurementSupplier Bid
23、ding & SelectionIntegrated Planning and ForecastingIntegrated Plant Management: e-Business _Fulfill Demand ProposalProposal- Web Site - Web Site System System Value2003200420052006 / / e-Branding e-Branding B2B / B2E B2B / B2E Web Web (EIP(EIP) ) personalization(e-CRM / DM ) personalization(e-CRM /
24、DM )E-Biz 1 12 23 3 Web Site 2003 2004EIPEIPe-Biz SIe-Biz SIWeb SIWeb SIWebWeb 2005 eBiz Planning eBiz Integration e-Package/Solution e-learning Solution e-Total Marketing Web Identity Web Contents Web Promotion Web Applications Web SI Planning Web System Integration SMS / eFax / Mailing eCRM / IRM
25、/ CMS e-Marketing(PRM) Web SI & eSolution e-biz Total SolutioneBiz Value eBiz Transformation 锐普锐普PPT论坛论坛chinakui收集收集 IT. : : IT IT 1010 2020 5050 100100 100100 100100 (845(845 ) )1010 (4,159(4,159 ) )5 5 1010 100100 200200 200200 43%24%22%6%4%20%34%40% 30%30%40%50%( ( : %): %)10010080806060404020200
26、 01234 Solution CMSCMSGW/KMSGW/KMSPMSPMSSCMSCM v 9469739891,0781,1101,1951997199819992000200120024,0003,0002,0001,000( () )( (/ /) ): 徐州市政府徐州市政府新城区建设新城区建设指挥部指挥部市地名委员会市地名委员会办公室办公室基础设施命名基础设施命名委员会委员会专家组专家组活动组活动组保障组保障组策划组策划组2执行机构执行机构 活动做什么活动做什么 活动为什么活动为什么 活动是什么活动是什么I目录目录 【媒体媒体报道不断报道不断】报刊刊短信短信电视广播广播户外广告外
27、广告 在船未到达城市在船未到达城市前，即展开充分前，即展开充分的舆论攻势，形的舆论攻势，形成民众期盼的氛成民众期盼的氛围。围。首开先河、气首开先河、气势磅礴、政企势磅礴、政企合作、群众参合作、群众参与、舟山特色与、舟山特色等。等。烘托和渲染氛围，烘托和渲染氛围，增加参与性和娱增加参与性和娱乐性。乐性。制造诉求制造诉求先期宣传先期宣传持续报道持续报道 Case 001Case 001Advertising StrategyAdvertising StrategyCorporateCorporateimage ADimage ADProduct ADProduct AD DirectorDirec
28、torAE / PIAE / PIDirectorDirectorAnimatorAnimatordesignerdesignerCEOCEOR&D TeamR&D TeamDesign TeamDesign TeamChief Executive OfficerInvesting in researchDevelopmentInvesting in researchDevelopment Hong KongHong KongTaiwanTaiwanSingaporeSingaporePhilippinesPhilippinesSeoulSeoulstorestorestorestorePus
29、anPusanAnyangAnyangGwacheonGwacheonDomesticDomesticInternationalInternational OracleFastForwardOracleFF + ProMadeProMadeSolidworksSolidMateERPPDMBusinessSolutionASP Business 5 4 , 36% . 70% . . , . , . ApplicationsApplications & & Financial ModuleFinancial ModuleDATABASEDATABASE BenefitBenefitEmotio
30、nEmotionInsightTarget Target approachapproach / / * * Big 3 Big 3 4 4 MarketingMarketingPromotionPromotionProductProductPricePricePlacePlace sales promotion sales promotion public relations public relations advertising advertisingMaterialityMaterialityformlessformless Case 011Case 011- TV-CM(30- TV-
31、CM(30” ”,15,15” ”) )- Radio-CM- Radio-CM- Print- Print- Banner- Banner- 4- 4 (TV/(TV/ / /) )- - / / / /- - / /- - /DM/DM/productproductmediamediacreativecreativeideaplanconceptconcept Market Share Market Share 11%A 15%B 30%C 32%Core Value = price Core Value = price 40%A 13%B 26%C 50%Core Value = Ben
32、efit Core Value = Benefit 2005200520062006 1 2 4 3 33%A 6%B 27%C 25% 20%A 15%B 39%C 50% B BR RA ANNDDPlacePlacePricePriceProductProduct Package PackagePersonalityPersonalityValuesValues Benefits BenefitsEssenceEssence New Brand DirectionNew Brand DirectionCase 016Case 016differencedifferencerelation
33、relationpracticalpracticalspecialtyspecialtyconvenienceconveniencesuitabilitysuitability Strategic TriangleStrategic TriangleDick Vaughn - FCB ? ? ? ? ? ? Target CustomerTarget CustomerSelf Confident &Self Confident &Adventurous, Young-at-HeartsAdventurous, Young-at-HeartsMindsetMindsetCharacteristi
34、csCharacteristicsSeeking AdventureSeeking AdventureYoung in MindYoung in MindPursuing ExcitementPursuing ExcitementOpen to New AdventuresOpen to New Adventures?! Case 022Case 022TimeTimeOccasionOccasionMediaMediaPlanningPlanningPlacePlace ? ? ? Case 023Case 023STEP STEP 1 1STEP STEP 2 2STEP STEP 3 3
35、Consider Organizational ObjectivesConsider Organizational ObjectivesDetermine Types of Work ActivitiesDetermine Types of Work ActivitiesDepartmentationDepartmentation Case 024Case 024DOW 30DOW 30NASDAQNASDAQS&P 500S&P 5001047.381047.382031.272031.271141.011141.011.54%1.54%1.79%1.79%1.51%1.51%U.S. STOCK MARKETSU.S. STOCK MARKETSTHURSDAY. APRIL 22THURSDAY. APRIL 22 Case 025Case 025RelevanceRelevanceOriginalityOriginalityImpactImpactDDBs R.O.IDDBs R.O.I
