制定精准的策略

1、制定精准的策略The first password:abstract sales point第一组密码：提炼销售重点The second password:from sales point to conception of merchandise第二组密码：从销售重点到商品概念The third password:from conception of merchandise to originality第三组密码：从商品概念到表现概念Find password of the marketing magic box解迷市场魔箱天马行空官方博客： ；QQ:1318241189；QQ群：175569

2、632The first password:abstract sales point第一组密码：提炼销售重点Research function and speciality for all point of view 全方位调查功能和特性功能/品牌/包装/价格/企业规模/社会地位Research the mutual function and adventage from competitive merchandise 调查与竞品共有的特征和优势差异和共性Taste the new thought and new tecnology from product design体会产品设计中的新思路

3、和新技术Ensure the lifecycle that product in确定产品所在的生命周期Which is the use of peoples life from product function产品特性在人们生活中的效用Check up the mutual propertiy of congeneric merchandise 检视同类商品/效劳的共同属性消费者生活需求层面商品利用层面对消费者的直接效用层面The first password:abstract sales point第一组密码：提炼销售重点Arrange all function according to i

4、mportant to consumer将功能按照对消费者的重要程度进展排序Find out Unique Sales Proposition发现USPSet out all use from research above 一一列举以上分析出来的效用Full power of sales有足够的销售力Giving consumer advantage利益点The competitor cant offer 竞争对手无法提供The second password:from sales point to conception of merchandise第二组密码：从销售重点到商品概念Use th

5、e first password使用第一组密码Thinking Unique Sales Proposition考量USPFind out Emotion Selling Proposition发现ESPFull power of sales有足够的销售力Emotion of using product and visualize consumer消费体验和消费者形象The competitor cant offer 竞争对手无法提供Where are the target audience?谁是目标消费群？What are characteristic of activity when ta

6、rget consumers use this type of product? 目标消费群对这类产品的消费特点是什么？CHINA-VALS(Value and Life Style)模型其他必须的分析元素(针对各族群)1-产品和品牌的消费习惯2-媒体接触习惯3-人口统计变量独特的消费体验(Emotion Selling Proposition)1-独特的消费体验以及消费者形象2-竞争者无法提供3-有强劲的销售力情感层面积极形态派（40.41%)求进务实派（40.54%)平稳现实派（19.05%)经济头脑族（6.20%)个性表现族（6.98%)工作成就族（6.70%)平稳求进族（6.45%)工

7、作坚实族（6.00%)经济时尚族（8.54%)随社会流族（13.95%)平稳小康族（6.26%)传统生活族（6.31%)现实生活族（6.79%)消费节省族（6.46%)勤俭生活族（6.85%)上层（7.34%)中上层（13.18%)中层（47.90%)中下层（18.27%)下层（13.31%)理智事业族（7.34%)求实稳健族（5.17%)生活(生活态度/生活方式)社会分层(职业/教育程度/个人收入)The second password:from sales point to conception of merchandise第二组密码：从销售重点到商品概念Use the first pas

8、sword使用第一组密码Thinking Unique Sales Proposition考量USPInnovate创新Association of idea联想Tentative 假设/尝试Find out the conception of merchandise归纳出商品概念Find out Emotion Selling Proposition发现ESPThe third password:from conception of merchandise to originality第三组密码：从商品概念到表现概念Use the second password使用第二组密码The prod

9、ucts lifecycle产品的生命周期Aim of advertisement广告目的The characteristic of target audience and their demand feature目标受众的特征和需求特色Use the conception of merchandise使用商品概念The present age fashion current时代风潮The behave of AD by competitor 竞争对手的广告表现Creative Strategy创意策略Open the marketing magic box翻开市场魔箱The first password:abstract sales point第一组密码：提炼销售重点The second password:from sales point to conception of merch