北京赛车pk10计划软件

做品牌不只是设计,更是营销!
日期:2019-07-09 来源:视维品牌 关键词:品牌设计 平面设计 品牌策划 品牌营销 品牌推广 品牌宣传

ZUIJIN,HENDUOKEHUYIZHIDOUZAIWEN,DAODIZENMEZUOPINPAI?


北京赛车pk10计划软件 ZHENDUIZHEIGEWENTI,SHIWEIJIUHENIFENXIANGYIXIADAZAOPINPAIDE4SMOXING:

4SPINPAIMOXINGYOUSIGEBUFENZUCHENG,FENBIESHI:CHAOJIDIANZI(super idea)、CHAOJIKOUHAO(super slogan)、CHAOJIFUHAO(super logo)HECHAOJIYINGXIAO(super marketing)。




· CHAOJIDIANZI

北京赛车pk10计划软件 CHAOJIDIANZIJISHIPINPAICHUANGYI,YESHIFAXIANXINSHICHANGJIHUIDEGUOCHENG,TONGGUOFENXIYANJIU,ZHONGXINDINGYICHANPINLEIBIEYUXINGTAI,HUANYIZHONGXINGSHIHEQUDAOBACHANPINMAIJIGENGDUODEREN,CONGERFAXIANXINDESHICHANGJIHUI。



·CHAOJIKOUHAO

CHAOJIKOUHAOJISHIGUANGGAOYU,JIYUXIAOFEILIYICENGMIAN,GUANGGAOYUJIUSHIJIXIAOFEIZHEYIGEGOUMAILIYOU;JIYUQINGGANGOUTONGCENGMIAN,GUANGGAOYUJIUSHICHUANDIPINPAIDEJIAZHIZHUZHANG。



·CHAOJIFUHAO

CHAOJIFUHAOJISHISHIJUECHUI,SUOYOUDEPINPAICHUANGYIHEGUANGGAOYUDOULIBUKAISHIJUECHUI,YINWEIYUNYONGSHIJUECHUISHIJIANLIPINPAIYIGEYOUXIAOFANGFA(DANBINGBUSHIPINPAIGUIHUADEZUIZHONGMUBIAO),RUGUOSHUOPINPAIFUHAOSHISHIJUECHUI,NEIMEPINPAICHUANGYIHEKOUHAOJIUSHIWENZIDINGZI,XIANGYAOBA“WENZIDINGZI”DAJINXIAOFEIZHEDEXINLI,JIUYAOJIEZHU“SHIJUECHUI”GONGJU,BADINGZIZHIRUQIANZAIGUKEDEXINZHI。




·CHAOJIYINGXIAO

HENDUOKEHURENWEIZUOPINPAIDEZUIZHONGMUBIAOJIUSHISHUCHU“YIJUGUANGGAOWENAN”,“YIGElogoBIAOZHI”,HUOZHE“YIGECHANPINBAOZHUANG”DENG,WOXIANGSHUO,SUOYOUDEPINPAIGUANGGAOYU,logo,YIJIQITASHIJUESHEJI,QISHIDOUSHIFUWUYUYINGXIAOXINGWEIDE,RUGUOZUOPINPAIZHIZHIYUCI(PINPAISHIJUECENGMIAN),NEIMEPINPAIYEHUIWANGYUCI。SUOYI,ZUOPINPAISHIYIMENCHIJIUZHAN,ZUOPINPAIBUNENGTUOLIYINGXIAO,YINWEIPINPAISHIJINGTAIDE,YINGXIAOSHIDONGTAIDE,ZHIYOUDONGJINGJIEHE,FANGNENGSUOXIANGPIMI。



NEIME,PINPAIYINGXIAOZHEIMEZHONGYAO,YAOZENMEZUONI?


SHIWEIRENWEISUOYOUYINGXIAODOULIBUKAI4PYINGXIAOYUANLI,TAJIANGSHIJIEJUEYINGXIAODEWENTIDEZUIGAOGANGLINGHEZHIXINGBIAOZHUN。

NEIMEZHEISHIHOU,KENENGJIUHUICHUXIANZHIYIDESHENGYIN:“4PYINGXIAOBUSHIZUICHUANTONGDEYINGXIAOLILUNMA?XIANZAIDOUYIJINGGUOSHILE,BUSHIHEXINSHIDAIDEYINGXIAO·· · · · · · ”

MIANDUIZHEIXIESHENGYIN,WOMENZHINENGSHUO:“NIZAIFOUDING4PLILUN,DANSHINIYOUZAIWUXINGZHONGZUNSHOUZHE4PLILUN,NIMENSHIMAODUNDE。”


北京赛车pk10计划软件 WEISHENMEZENMESHUONI?WOMENXIANLAIKANYIXIADAODISHENMESHI4PYINGXIAOLILUN。


北京赛车pk10计划软件 4PYINGXIAOLILUNCHANSHENGYU20SHIJI60NIANDAIDEMEIGUO,SUIZHEZHUMINGYINGXIAOXUEZHEMAIKAXIDEYINGXIAOZUHELILUNDETICHUERCHUXIANDE。4PYINGXIAOLILUNSHIZUIJICHUDEYINGXIAOLILUNYUANLI,DIYIGEPSHIZHIProduct(CHANPIN),DIERGEPSHIZHIPrice(JIAGE),DISANGEP SHIZHIPlace(QUDAO),ZUIHOUYIPJIUSHIPromotion(TUIGUANG)。


北京赛车pk10计划软件 XIANZAINIKANKAN,NINENGSHUONIDENAYIJIANYINGXIAOSHIJIAN,SHITUOLIZHEI4PZHIWAIDE?


BUGUANNIZUOSHENME,NISHOUXIANYAOYOUCHANPIN,NIDUICHANPINDESIKAOJIUSHIJIYUNIDUIZHENGGEPINPAIYINGXIAOGUIHUADESIKAO,NIZUONEIGECHANPIN,BUZUONEIGECHANPIN,DINGJIASHIDUOSHAO,QUDAOZAINALI,RUHEZUOTUIGUANG,ZENMERANGRANGXIAOFEIZHEZHIDAOWOMENDENG,DOUSHIJIYU4PYINGXIAO。


北京赛车pk10计划软件 SUOYIBUGUANNIZUOSHENMEYINGXIAO,QISHIJIUSHIZHEI4JIANSHIQING,SHOUXIANJUEDINGNIDECHANPIN,RANHOUMAIDUOSHAOQIAN,JIANLIQUDAO,ZAITAOLUNTUIGUANG。QISHIHENDUOSHIHOUKEHUBIWOMENGENGSHANZHANGYINGXIAO4P,TAMENZHIDAOZIJIMAISHENMEZHUANQIAN,MAIDUOSHAOQIANSHIHESHICHANG,XUYAOTONGGUONAXIEZIYUANKAITONGDUOFANGMIANQUDAO。ZHISHIZAITUIGUANGCENGMIAN,WOMENBIKEHUGENGYOUFAYANQUAN,BIJINGZHUANYEDESHIQINGJIAOJIZHUANYEDERENLAIZUO。


JIEXIALAI,WOMENTONGGUOYIGEANLI,LAIKANKAN4PLILUNRUHEZAOYINGXIAOSHIZHANZHONGFAHUIJUDAZUOYONGDE。


JINTIANWOMENSHUOSHUOLUCKIN COFFEERUIXINKAFEIDEANLI,RUIXINGSHIYIGECONGBUBEIJIAOHAODE“HULIANWANGKAFEI”,QUEZAIDUANDUANDESANNIANSHIJIANNEI,CHENGGONGSHANGSHIDEPINPAI。




ZUOWEIZHONGGUOXINLINGSHOUKAFEIDEDAIBIAO,WOMENLIYONG“4PLILUN”LAIXITONGDEFENXIXIARUIXINGKAFEIHUOBAOBEIHOUDEKENENGYUANYIN。



北京赛车pk10计划软件 1. CHANPINCENGMIAN:HAODECHANPINSHIYIQIESHANGYEMOSHIDEQIDIAN

TONGYANGDESHIKAFEI,RUHEWEIXIAOFEICHUANGZAOGENGHAODEJIAZHI,SHIPINPAISUOYAOSIKAODE,RUIXINKAFEITONGGUO“XUANYONGALABIKAKAFEIDOU”“YOUSANWEIWBCSHIJIEKAFEITUANDUIJINGXINPINPEI”“XUANYONGSHIJIEXIAOLIANGDIYIDERUISHIXUELAIKAFEIJI”DENGYOUSHITESE,CONGERJIYONGHUDAILAIKOUGANCHUNHOUQIEGENGJIAWENDINGDEHAOKAFEI。


2.JIAGECENGMIAN:CHAYIHUAJIAGE,BUWANTAOLU

ZAIYIGEGAODUTOUMINGHUAXIADESHICHANG,RENHEJIAGECHAYIDOUTAOBUGUOYONGRENMINBITOUPIAODEXIAOFEIZHE,HAODEDINGJIACHULENENGZUODAOXIYINXIAOFEIZHEYIWAI,HAINENGGOUJIANQIZIJIQIANGDADEJIAGEBILEI。


北京赛车pk10计划软件 | CHAYIHUADINGJIA:

消费领域的咖啡市场,高端市场被星巴克、Costa(一杯咖啡的价格在30~40元)占领,低端市场被肯德基、麦当劳(10~20元)等快餐咖啡占领。而瑞幸咖啡一杯中杯美式的价格是21元,中杯拿铁的价格是24元,介于两者之间,平均要比星巴克便宜5~10元。


| YUNYONGYIJIADINGLVXIAOMIEJIAGEQISHI:

北京赛车pk10计划软件 NISHIFOUYEXIANGWOYIYANG,DUIXINGBAKEDANTENGDEZHONGBEI、DABEI、CHAODABEIJIAOFAGANDAODANTENG?


(DANSHANGJIADETAOLUBUHUIGAOSUNI:SANBEIZHONGBEINATIEDEZONGJIAGEBILIANGBEIDABEINATIEDEZONGJIAGEGAOCHULE16YUAN,DANZONGLIANGQUESHAOLE。)


RUIXINGKAFEIWEILEBIMIANXIAOFEIZHEXIANRUBUZHIDAOGAIZENMEXUAN、XUANLEYOUDANXINBEITAOLU,DUIYUSUOYOUBEIXING,TONGYIWEIDABEI,DUIYUJIAGE,YEZHIGENJUKAFEIZHONGLEIDEBUTONG,JIANDANDEDINGWEI21、24、27YUANSANZHONG。



3. 渠道层面:优化交易结构,数据指导运营

北京赛车pk10计划软件 ZUOWEIZHONGGUOXINLINGSHOUKAFEIDEDAIBIAO,RUIXINGKAFEIZAIXINXILIU、ZIJINLIU、WULIUZHEISANGEWEIDUSHANG,DUICHUANTONGDEKAFEIYETAIJINXINGLESHENGJI。


北京赛车pk10计划软件 | XINXILIU:

SHANGPINXINXI、MENDIANXINXI、HUODONGXINXI,CHULEKEYITONGGUOXIANXIAMENDIANHUOQUYIWAI,HAINENGTONGGUORUIXINGZIJIDEAPPLAISHIXIAN。

TONGGUODATONGXIANSHANGYUXIANXIA,YIDINGCHENGDUSHANGXIAOMIELEXINXIBUDUICHENG,RANGYONGHUZAIXUYAOGOUMAIKAFEISHI,BUSHIZAIZHAO,ERSHIZHIJIEXIADAN。


| 资金流

北京赛车pk10计划软件 YUPUTONGKAFEITINGBUTONGDESHI:RUIXINGKAFEIMEIYOUSHOUYINTAI,YEMEIYOUSHOUYINYUAN,DIANDANHEZHIFUDOUZAIXIANSHANGWANCHENG。ZIJINLIUDEXIANSHANGHUA,YIFANGMIANJIEYUELERENGONGCHENGBEN,LINGYIFANGMIANYEJILEILEYONGHUSHUJU。


| WULIU:

北京赛车pk10计划软件 SHOUWULIUSUDUYIJIKAFEIZHEIGETESHUCHANPINDEYINGXIANG,ZAICHUANTONGKAFEIMENDIANCHANGJINGZHONG,YONGHUHUOQUKAFEIDEQUDAOZHINENGTONGGUOXIANXIAMENDIANGOUMAI。

北京赛车pk10计划软件 RUIXINGKAFEIZEYOUMENDIANZIQUYUWAIMAIPEISONGLIANGZHONGMOSHI,TONGGUOYUSHUNFENGDEHEZUOZAIJIASHANGMIJIXINGDEKAIDIANCELVE,BAOZHENGLEKAFEIZAIZHIZUOWANCHENGDE30FENZHONGNEIJIKESONGDA,RUGUOSONGDACHAOSHI,KEYISHENQINGZHIJIEMIANDAN。


4. 营销层面:全方位的线上线下联动营销


瑞幸咖啡通过线上与线下相结合的营销手段,将前期产品积累的足够势能,在短短5个月的时间内,将一个新品做到了从0到爆。

|  线上的广告投放

通过基于微信LBS定位,精准匹配门店与用户的地理位置关系。即一旦某个写字楼开了瑞幸咖啡,那个这个门店所能覆盖的用户都将有可能看到瑞幸在微信端投放的广告,反复进行门店周边的吸量。


|  线下的广告投放

通过电梯广告的不断宣传来提升知名度和市场渗透率,以达到宣传品牌,占领用户心智的目的。(你可能也见到了你所在的写字楼电梯间,甚至在很多小区的电梯里,都是小蓝杯的广告。)


| 裂变营销:福利补贴,成功吸客

简单有效的拉新推广活动,像新客首单免费,老客户介绍一个新客户,可以再奖励一杯,买2赠1、买5赠5等活动。


北京赛车pk10计划软件 ZHEIQIZHONGZUIHEXINDESHILIEBIANLAXINDEWANFA,TONGGUOLAODAIXIN,XINLAOYONGHUDOUYOUJIANGLI,JIANGLIHUIJIFAZHEXINKEZAIDAIXINKE,CONGERXINGCHENGYIGELIANGXINGDENEIXUNHUANZENGZHANGTIXI。





从瑞辛咖啡的案例看来,品牌的成功还是离不开营销理论框架。所以,任何一个企业在打造品牌的时候,都不应该单纯的以为仅仅是一句口号或者一个设计,做品牌还涉及营销策略的问题。


ERZHEIGEYESHISHIWEIYIZHISUOJIANCHIDECHUZHONG:BUZHISHISHEJI,GENGSHIYINGXIAO!




来源: 欢迎分享,转载请注明出处!