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1、 Communication Strategy for China Launch Market SituationInternet market has developed tremendously, and Internet users in China will double Online stores, as a worldwide business, have a very bright future 8848 has gained some awareness among Internet users, most of whom have already been the pion
2、eer online consumers Strategy Development ProcessWhere are we?Where we want to be?How can we get there?Market SituationInternet users are somewhat restrained by offline shopping in terms of way and conceptInternet users dont trust online shopping for the immature consumption environmentonline paymen
3、t systemoffline delivery system Actual difficulties for on-line salesTarget.Primary: NetizensSecondary: the potential NetizensDemographics:MalesAged from 16 to 35 who are mainly:StudentsWhite-collarsPersons concerned with Computer technologyTelecommunication persons Target.PsychographicsAffluent & M
4、obile life styleWorking or living in internet environmentEasy to adapt the up-to-date international tendencySome are westernized, seeking for quality life Consumer U&A Towards e-Shopping.Most of them have heard the e-shopping concept whereas very few ever tried. Some have already known the e-shoppin
5、g sites, such as , Sohu & NeteaseAll of them believe the generic benefits of online shopping: - Convenience/Fashion/Fun/Value-for-money - Key barriers: Product Attributes Ample products choices9 varieties Over 100 thousands of books, 20 thousands of softwareFlexible and safe online payment 17 paymen
6、t choicesProduct AttributesNationwide delivery system441cities across ChinaPrices discountFor 95% of the products50% discount at most, and 10% at leastGood after-sales serviceDouble guarantee from both the manufacturer and the online storeBenefitsTo feel a contemporary online purchase way in interne
7、t environmentTo enjoy an easy shopping for time-saving and adaptation of busy life PersonalityProfessional8848 is a professional online store which can provide overall online shopping services Fashionable8848 is a fashionable online store which deliver a modern life way LifelizationWhere are we now?
8、Have captured the online business opportunity early this year.Have gained a relatively better awareness and recognition among Internet usersHave a comparatively better online-sales condition Where are we going?To capture the future market to the most extent.To motivate more Netizens to shop onlineTo
9、 further improve the brands awareness and preference Marketing ObjectivesTo build a No.1 online shopping brandTo capture the potential B-to-C market as most as possibleTo drive the present Netizens to shop online Communication ObjectivesTo improve brand awareness and recognitionTo motivate the Netiz
10、ens to shop onlineBrand StrategyFirst Step: To establish strong competitive edgeTo position clearly and strengthen the brands recognition Monopolize the concept of 8848-e-shoppingBrand StrategySecond Step:To motivate Internet users to shop onlineTo overcome Netizens psychological barriers over onlin
11、e shoppingBrand StrategyTo reinforce the advantages of in :Ample products choices9 sortsOver 100 thousands of books, 20 thousands of softwareFlexible and safe online payment 17 payment choicesBrand StrategyTo reinforce the advantages of in:Nationwide delivery system441cities across ChinaPrices dis
12、countFor 95% of the products50% discount at most, and 10% at leastGood after-sales serviceDouble guarantee from both the manufacturer and the online storeBrand StrategyTo motivate Netizens to shop onlineOnline promotion activities ProductPrice.The most important factor to motivate the Netizens to sh
13、op onlineThe more discount, the more shoppers Productdelivery.Really prompt and safe offline delivery is the competitive factor to make the shoppers satisfactoryFree delivery is also very important ProductOnline Payment.The safety to pay online is the main concern for Internet users here in ChinaThe
14、 flexible availability to pay online shopping ProductAfter-sales GuaranteeManufacturers guarantee Online stores responsibility for the shoppers Double guaranteeCommunicationStrategy. The key objective in advertising is to communicate that is a professional online store which can provide excellent o
15、nline shopping services and it is a new life style for the online shoppersCommunicationStrategy.While there are brand attributesonline paymentoffline delivery double guarantees ample products attractive price.CommunicationExecution.To communicate the clear positioning of online store for To strength
16、en the dominant position in online sale field for To communicate the advantages in products, price, delivery, paymentTo announce the promotion activities To announce the names of exclusively promoted products CommunicationExecution.Take advice on the brand style: Not IT style, more consumer product
17、style. Use the specific brand colors: this provides for a consistent and more powerful brand identity across all materials the consumer sees.Use the brand logo/mask:This is part of brand and should be visible at the end of the commercial and appear within the overall communication. CommunicationMedi
18、a.Competitive media weight in the launch phase during the period from December, 1999 to March 2000 is vital for the brand to capture the leadership positionSince the WTO entry, it is a pivotal period to capture the online sales market, the share of voice is a key factor to attract the attention of t
19、he audience CommunicationMedia.Magazines and newspapers is the prime medium for the brand overall communication from proposition to the rational attributes and promotion.TV and radio are both excellent support to cover the target as most as possible Outdoor media such as subway , bus shelter, bus.ar
20、e very helpful for the brands professional umbrella image with a consistent support CommunicationMedia.Focus more on the cities such as Beijing andShanghai where Internet market is relatively morematurePlan at least launch burst and sustaining burst. Aim firstly at the present Netizens and secondly atthe potentials.Online PromotionsPromotion is a good way of attracting more people to participate in the online shopping activities and also a good way to drive increased sales and /or loyaltyThe promotion must fist the objectives:More people click More Netizens to try online shopping演讲完毕，谢谢观看！
