奥美-顺丰品牌升级传播方案

1、顺丰你好（必Their Enduring Idea经久不衰的主题How they are Differentiated差异之处How they are Primarily Experienced主要体验之处Who they Serve品牌为谁2蜕变中的 守恒之道THE CONSTANCY OF PURPOSE(st)一、顺丰品牌升级目标1、 告知顺丰不仅是速运公司；2、 “用户每天都在使用我们的产品，粘性也很高，但似乎对我毫不关心？我们的思考：用户持续使用我们的产品本身，是因为我们的产品本身为他提供了价值；用户没有关心我们的品牌，是因为我们的品牌并没有给他们提供价值；因此，我们认为本次品牌升级

2、最重要的成败点是让品牌与客户产生关系，体现功能性以外的 其它价值、我们为什么 聚集千此命题1. STRATEGY速运转向多元化业务2. COMMUNICATIONS产品粘度咼，品牌关注度低结果建立品牌与客户千 功能价值以外的关系品牌红心提升品牌价值、积累品牌资产、 继续引领业界标杆4什么是中的 蜕恒之道“A lot of things have changed and Apple is totally different.But values and core values, those things shouldnt change.“The things that Apple believe

3、d in at its core are the same things Apple really stands for today.”1993-2015FIlHh1顺速丰 束运HJ2015-速运仓储金融冷运国际商业供应 链顺丰 集团顺丰的蜕变 从速运走向集团7多元集团的 成败取决于能否守洹集团的定义是拥有多元产品线的大公司。个多元化、多产品集团的存亡， 取决于公司本身最特殊的强项， 我们叫它作一致性“A conglomerate, by definition, is a large corporation with diversified product lines. The trick w

4、ith conglomerates is to manage those diverse businesses in ways that create meaningful and relevant scale. Today, this almost always means drawing on the most distinctive, most significant capabilities that the company has on the things it does particularly well. This glue, what we call coherence, i

5、s one of the primary drivers of success for organizations, regardless of how diverse they may seem to be, and it may, in fact, make all the difference for a conglomerates survival.Harvard Business Review, 06-12-20128 /2012/06/the-coherent-conglomerate9集团品牌案例GENERAL ELECTRICobfc Enaw丿品牌文化： 集团级创新平台Chr

6、istine Moorman, contributorI help companies connea with customers through The CMO Survey FULL BIO vOpinions expressed by Forbes Contributors are their own.Fbrbes CMO NetworkJAN 29,2013 11:18 AM 18,481 VIEWSMarketing in a Technology Company: GEs Organizational Platform for InnovationGE has written th

7、is approach into its DNA. In particular, GEs culture ensures that technological innovation (the historical backbone of GE) and commercial innovation (managing with deep consideration of the customers needs and wants) are inextricably entwined. We interviewed Beth Comstock during her visit for the Di

8、stinguished Speaker守恒之道： 创新 Innovation/sites/christinemoorman/2013/01/29/marketing-in-a-technology-company-ges-organizational-platform-for-innovation/#68a909ce62c9（SP）RjEXPLORE GE INNOVATIONS BY ERAFrom Thomas Edisons first commercially viable light bulb to the first X-ray mochines,weVe continued to

9、 innovate what has yet to be imagined GE was there for the first wok on the moon. We created the first television network, the first man-made diamond and the first jet engine This is imagination at work.a tradition of innovationGENERAL ELECTRIC | 18?8 - 20081878 1904FROM INSPIRATION TOINDUSTRY1905 1

10、912HISTORICadvancements1915 1924REACHING NEWHEIGHTS1925 1934NEW DIRECTIONS -EXPANDING MARKETS1935 T4SA DECADE OF FIRSTSHarvard Business Reviewby Kevin Lane KellerAUGUST 14,2015virginVirgin has taken an entirely different tack from Starbucks by directly expanding its corporate brand into an incredibl

11、y diverse set of industries. Internally, their businesses are organized into seven categories： Entertainment, Health & Wellness, Leisure, Money, People & Planet, Telecom & Tech and Travel. In all that they do, Virgins brand promise is to be the champion of the consumer” - to go into categories where

12、 consumer needs are not well met and tqdo things differently and do different thingsjobettersatisfy them.In contrast to Starbucks, the Virgin brand strategy is a high-wire act that requires incredible management and marketing skill and creativity.集团品牌案例VIRGIN GROUP品牌承诺：以创意解决方案服务未满足消费者需求守恒之道：创意 Creat

13、ivity丿11/2015/08/the-branding-logic-behind-googles-creation-of-alphabet（SP）Rj12Richard Branson richardbranson Jan 13An unusual campaign with a seriousmessage - rhino horn is not a magicaldisease cure virg.in/tycRHINO HORNHAS NOTHINGYOUR OWN NAILSDONT HAVE.Sir Richard BransonKeratin. Thafs all rhino

14、horn is. No different or more a medical remedy than your finger nails. So with a dwindling rhino population, why kill off one of our planets greatest species for no reason?WHEN THE BUYING STOPS |jj| RA IR FNNZ 篇ETHE KILLING CAN TOO WILU/AIU AFRICAN wildlife foundation维珍集团的守洹之道来至于其创始人的创意精神对我们的品牌启示个成功

15、的集团品牌能 拥护多元业务、计划未来、 忠于集团基因企业愿景组织体系/ 文化基因管理理念守洹/产品服务用户需求/多兀盈利模式科技平台13史141. 政策引导做好规划政策引导，打造行业发展的良 好环境：政策引导发展目标、发展重点、主要任 务、重点工程和保障措施2. 基础设施即为服务加强重要节点和薄弱环节基础 设施建设，加大物流业”补短板”力度：加强基 础设施去服务国家重点战略3. 物流园区开展现代物流试点示范，推动行业创新 发展：鼓励城市合理规划布局物流园区，解决园 区发展”融资难”问题，推动现代物流4. 科技数据强化物流标准、统计等方面工作，穷实 行业发展基础：加强物流科技、学术理论研究， 深

16、入开展产学研合作国家对 物流的规划以服务国家重点战略为导向, 推动现代物流发展鳳凰财经凤凰网财经 财经滚动新闻正文发改委：“十三五”期间推动现代物流加快发展2016 年 03 月 08 日 11:22来源：中国新闻网中新网3月8曰电据国家发改委网站消息，发改委今日表示，“十三五”期间，国家发展改革委将 按照引领经济新常态、贯彻发展新理念的要求，进一步把物流业降本增效和服务国家重大战略，作为 降成本、补短板，推进供给侧靖构性改革的重点任务，着力推动物流业创新发展。行业对 物流的考量业界更多关注物流的现 代化演进、争抢商业版 图，但较少谈到人在其 中的重要因素（如：物流行业较少储备人才 高地，缺少

17、终端市场人群的需 求洞察等）信息化 社会化、 规模 标准化、化、集 定制化约化降低成 提高效率本智慧化INTELLIGENCE智能物流物联网 共享物流快递3.0互联网+物流区域物流、制造业物流、 多式联运 供应链工程掌握区域 上下游业务物流特点，延伸配送方式结构改革 RE-STRUCTURING绿色物流 占领末端 供应链金融4.016国际物流、 城乡物流、 农村物流平衡供需、 客制化采购 /配送全球本土 GLOCALIZATION城乡配送 跨境电商方便丰的认知国内快递工具品牌小哥 厉害、最棒爲到手静传播钟汉良、代言、双十 业务快递、发货、邮费、物流 竞品 EMS、三通一达形象车队、 口碑速度、

18、区域国内务羸炉顺益17 顺丰社交媒体词云图奥美数据分析竞品在社父 媒体中的形象国际物流科技品牌业务快递、物流、电子商务 品牌/FEDEX、DHL、亚马逊、UBER 工具机场、飞机科技数据、信息化、技术区域全球、国内18 UPS社交媒体词云图奥美数据分析媒体眼中顺丰 的优势主要聚焦于战术上的优势产品服务顺丰、全峰等快递公司:借个性定制化服务，也 让运营模式老套的三通一达1感受到危机的 逼近1管理模式独立运营的“菜鸟1和顺丰拥有强有力的管理中心 对公司的发展更容易掌控1顺丰虽然发展很快，却从来不希望他的老员工掉队战术优势速度快、布局快、创新快1不管外部环境如何，顺丰都坚持以自身营运能力的 发展为核

19、心，运用智慧把困难变成机遇，这种置 之死地而后生1的生存智慧与豪气，才是顺丰有别 于其余物流企业的地方119 /20160127/n435971542.shtml, http:/www.wtoutiao.eom/p/o7buQ0.html, http:/mini.eastday.eom/a/1605121/0351097-7.html顺丰品牌的未来2122企业原景：,基斯勰商业快伴.核心价值观:-成就宫户客户为先，创造极致的服务蚀捡；随需而委,成就卓越的客户价直-创新包容以创新之心，探求未知龚：以包容之道，侑护创新前行平等尊重平等相待，裡对方为另一个自己；彼此尊重，用倾听和理解接钠他人-开放共

20、赢拥抱变化，在开放中寻发展；求同存异，在合作中嵐未来诚信基本准则：行为准则：诚霎正直.信守承诺申通、 圆通、 中通、 韵达速度可靠 责任透明 态度清关速度 可靠 责任 透明 态度清关e物流:菜鸟、蜂网冷运:中粮国际:UPS、DHL、亚马逊 商业:干线物流科技平台 数据分析 物流网络23单一至多元后 品牌布局多元化企业面临的竞争环 境更为专业、复杂。只有道术相兼的品牌才能 与各个领域专业品牌竞争。24做一个道术相菲 的品牌顺丰的守恒之道如何推动集团的多元业务？顺丰的多元业务能力是什么？微信253切996 QQ41120顺丰的守恒之道如何 推动集团的多元业务?2526“People don/t b

21、uy what you do; they buy why you do it. And what you do simply proveswhat you believe.SIMON SINEK, START WITH WHY苹果的守恒之道“We make personal electronic devices”“Our products are beautifully designed and easy to use”“We believe in challenging the status quo and doing this differently”Think Different28顺丰

22、的守恒之道我们提供速运、仓储、冷运、供应链、 国际、金融、商业，七大物流业务我们以同理心、换位思考的方式去 解决用户问题及满足用户需求我们坚信每一个造就者身后都有个值得信赖的造就者造就者的造就者THE ENABLERS ENABLER造就者是.传递温暖的 承载委托物件的创新、创业的肩负企业物流的开拓地方经济的关爱者 配送员 追梦者 驱动者 决策人顺丰是造就他们最后一百米成败的伙伴顺丰的守恒之道如何 推动集团的多元业务?30鶴於滓穢弱而能勝等江疏河智A帝而a犯3也極情激浦31尸子君治本先驱智慧 宿的启示W槍（SF）浣通萬物冰治奪i旧也易以人为本触达匮乏32布局未来科技为先固守人才 专1咨询6人为

23、本触达服:匮乏地区 打通匮乏地区/ 线城市物流网络拓展上.游1： 开辟新c9模式布局未来触达匮乏33设备现5化 物流信息化科技为8驪费製未来Their Enduring Idea经久不衰的主题How they are Differentiated差异之处How they are Primarily Experienced主要体验之处Who they Serve品牌为谁37衡量品牌 强弱优势的 四个命题38品牌案例, 蒔啊/ 0 1TheirEnduringIdea:CompetitionHappiness in a bottleThinking differentlyInnocenceExhilarationHow they areDifferentiated:PerformanceIconic productSteve Jobs ethosStorytellingGerman engineeringHow they arePrimarily Experienced:Nikes advertisingSocial int