Gongchuang Brand Planning Organization, foundation in Shenzhen, is a organization with a characteristic of " Creat the brand for Chinese enterprise". We are Specialing in Brand planning, Advertising, Marketing, Designing etc..We are concentrating on the brand studies, the brand creates the profession adviser that set up, the brand communication, expansion and brand management design plans organization.
 
 
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RUHERANGPINPAITIYANYINGXIAOZHANLINGXIAOFEIZHEDEXINZHI?

(ZUOZHE:GONGCHUANGPINPAICEHUAJIGOU)

(BENWENWEIGONGCHUANGPINPAICEHUAJIGOUZHUANJIAYUANCHUANGWENZHANG,RUXUZHUANZAI,QINGYUWOMENLIANXI,BINGZHUMINGCHUCHU。XIEXIE!)

  近来,“体验营销”很火,特别是马云提出的新零售之后,线上线下体验店,如雨后春笋般蓬勃发展。但是,很多品牌在体验营销实战中,“投资大回报小”的现象比比皆是,产品仍然卖不动,为何体验营销不灵了呢?
   笔者认为,体验营销本身没有问题,问题在于:如何做好不一样的品牌体验营销,学会创新至关重要。

  DAJIAZHIDAO,TIYANZHISHIXIAOFEIZHEHUDONGDESHOUDUAN,RUHEZHANLINGMUBIAOXIAOFEIZHEXINZHI?RUHEZHENZHENGZUODAOPINPAICHAYIHUA?XIAOFEIZHETIYANHOUNENGFOUJIZHUNI?ZHEIXIECHANGSHIWENTI,JIHUBEIHENDUOPINPAICEHUADALEZHE,HENDUOTIYANYINGXIAOWANGWANGCHENGWEIXINDECHANPINZHANSHI,GENGMEIYOUCONG“GUANZHUXIAOFEIZHE”ZHONGTIYANCHULAI,XIAOFEIZHEDANGRANJIUHUIYONGJIAOTOUPIAO,CHANPINZHIXIAOYEBUCHUQILE。

  LINGRENGAOXINGDESHI,ZUIJINYOUYIXIEZHUMINGPINPAI,ZHUDONGDITIYANYINGXIAOZHENGHECHUANGXIN,JIXIAOFEIZHEERMUYIXIN,ZHIDEDIANZAN。

  BIRU,ZHONGGUOWEIDAPINPAIJUBANDE“RENXINGTIYANGUAN”HUODONG,TAJIUCAIYONGLEZHENGHEYINGXIAOCHUANGXINMOSHI,DATONGLEXIANSHANG、XIANXIAYUXIAOFEIZHEHUDONGTIYANLUJING,XIANXIAYUZHONGGUOZUIDAMAICHANGDARUNFALIANHE,SHELIMINIKUAISHANDIAN,KUODAXIAOFEIZHETIYANGUANGDU;XIANSHANGYUTIANMAOSHENDUHEZUO,ZENGJIAGOUMAIQUDAOKUANDU,TIGAOPINPAIPUGUANGDU,ZAILIYONGMINGXINGZHIMINGDU,JIAKUAICHUANBOPINPAI,SHIXIANXIANSHANGXIANXIATIYANGOUMAIYITIHUA。

  NEIME,WEIDAPINPAIRUHEZUODAOBUYIYANGDETIYANYINGXIAONI?WOMENZHIDAO,SHENGHUOYONGZHITONGZHIHUACHENGDUJIGAO,ZAIXIAOFEIZHEXUANGOUSHI,RUHEJIXIAOFEIZHERENTONGDECHAYIHUA“MAIDIAN”,CHENGWEIWEIDAPINPAICEHUAMIANDUIDE“NANDIAN”。

  SHUNIANQIAN,WEIDAPINPAICONGCHANPINHEJISHUYOUSHIZHONGTILIANCHU“REN”YUANSU,DAPOLEXINGYETONGZHIHUAFANLI,ZHIJIEJINKOUXIAOFEIZHESHENGHUOYONGZHIDEXUQIU“TONGDIAN”。ZAIYIHOUPINPAITUIGUANGZHONG,“REN”SUQIUCHENGWEILEWEIDAPINPAIYIZHIJIANCHIDEHEXINJIYIN,YI“REN”DECHANPINYOUSHI,YIJI“REN”DEPINPAILINIAN,QIANGZHANLEXIAOFEIZHEDEXINZHIKONGJIAN,YUJINGZHENGZHERUJIEROU、QINGFENG、XINXIANGYINDENGPINPAI,XINGCHENGLEXIAOFEIZHEXINLIRENZHICENGMIANDEQUGE,ZHENZHENGZUODAOPINPAICHAYIHUA。

  WEICI,WEIDAPINPAIKUAISHANTIYANDIAN,BUJINTIGONGGOU“REN”DEGAOPINZHISHENGHUOYONGZHICHANGJING,ERQIEGENGDUOCHANGDAOZHONGGUOJIATING“RENXING”XIANGHUQINZIGUANXI。ZAIXIANXIA,CEHUA“WEIDARENXINGMAMAGUSHIYUANXINGDETIYANGUAN”,TUICHUXILIEHAIBAO,XIESHOU“SUNLIHENIYIQILEJIEMAMADERENXING”DENGHUODONG;ZAIXIANSHANG,“TIANMAOCHAOJIPINPAIRI、SHUANG11、DAPAIFENGBAO”DENGZHONGYAOJIEDIAN,TUICHUXILIERENXINGCHANPIN,DAIDONGXIAOFEIZHERENXINGYONGZHITIYAN,BINGLIYONGMINGXINGXIAOYING,CONG“NEIRONG、YINGXIAO、FENSIHUDONG”SANFANGMIANFALI,FUNENGLITICHUANBOYUSUDU,GENGRONGYIRANGXIAOFEIZHETIYANHOUJIYIHEGONGMING,CONGERDADAOYINGXIAOXIAOGUO。  

  DANGQIAN,CHULEPINPAIYUELAIYUETONGZHIHUAWAI,SUIZHE90HOU、00HOUDEXIAOFEIDAJUNCHENGZHANG,YIJIHULIANWANG+KEJIDEGAOSUFAZHAN,RENLEIYINGLAILE“GEXINGHUA、ZHINENGHUA、XIAOFEICHUANGFU”XINSHIDAI,YINGXIAOCHANGJINGFASHENGLEBIANGE,KAIQILEXIAOFEIZHEZIWOZHUZAIDE“JINGZHUNYINGXIAO”XINJIYUAN。

  WOMENZHIDAO,TIYANDIANZUOWEIPINPAIYUJINGZHUNMUBIAOQUNHUDONGTIYANCHANGSUO,WOMENDUIXIAOFEIZHEDESHUJUFENXIYOUQIZHONGYAO,BAOHANXIAOFEIZHEDEXIHAO、QINGGAN、WENHUA、GEXING、XINGWEIDENGZONGHEYINSUFENXI,BINGTILIANCHUCHAYIXINGPINPAISUQIU,ZUODAOYUJINGZHUNXIAOFEIZHE“TONGDIAN”GAODURONGHE,RANGMUBIAOXIAOFEIZHEZHUDONGGUANZHUYUGONGMING,CAINENGDADAOTIYANYINGXIAOZUIDAHUAMUDE。

  LINGRENYIHANDESHI,ZHONGGUOHENDUOPINPAIXIAZIMOXIANG,QUEFAGAOSHUIPINGPINPAICEHUA,YOUBUYUANYIPINQINGZHUANJIABAMAI,ZAOCHENGCHANPINYANZHONGZHIXIAO。

  BIRU,WOGANGRENSHIYIWEICONGSHIANFANGXINGYESHIDUONIANDEPENGYOU,JINJINIANLAI,ZHUANXINGZUOXIANSHANGXIANXIADEZHINENGSHEQUPINGTAI,BENLAISHIHENHAOFAZHANQUSHI,YOUYUTAMEIYOUPINPAIZHANLVEGUIHUA,YIJIQUEFAJIANLITIYANDIANDEJINGYAN,XIANXIATIYANDIANGENBENMEIYOUTESE,GENGXIANGSHIZHINENGCHANPINZHANSHITIYAN,YEBUDONGDESHENDUYINGXIAOTUIGUANG,ZAIJIASHANGMANGMUDIKUOZHANG,RUJINMIANLINZIJINLIANDUANLIEWENTI,SHIFENKEXIYA。

  XIANGFAN,ZAIGUOWAIDETIYANYINGXIAORUHUORUTU,HENDUOPINPAIZHIDEWOMENXUEXI。BIRU,QUANQIUZHUMINGPINPAIYIJIA,JUTONGJI,QUNIANXIAOSHOUBINGQILIN1200WANZHI,SHEIHUIXIANGDAOYIJIATIYANMAICHANGDEBINGQILINRUCICHANGXIAONI?HENDUORENZHIJINBULIJIE,RENWEIZHEISHIBAGANZIBUZHANBIANDESHIYA!

  DANGWOMENJINYIBULEJIEDEZHI:YIJIACONG“FENGZHONGDINGLV”LILUNZHONGDEDAOQIFA,YIJIADE“FENG”JIUSHIWUYOUSUOZHIDECHANPIN,SHIYONGGAOXIAODEZHANQU,SUIYISHIYONGDETIYAN,MEIWEIBIANJIEDESHIPIN。NEIME“ZHONG”NI?JIUSHICHUKOUCHUNEIGE1YUANDEBINGQILIN。JINGUANZAIYIJIAGOUWUSHI,WOMENYOUHENDUOBUYUKUAIDETIYAN,RUMAIYIJIANJIAJUYEXUYAOZOUWANZHENGGESHANGCHANG、ZIJIZAIHUOJIASHANGZHAOHUOWU、DIANYUANHENSHAODENGDENG,DANSHI,XIAOFEIZHELIUXIALEGOUWUDEKUAILEHEMEISHI,RANGXIAOFEIZHEJIYISHENKE。KEJIAN,YIJIAYANJIUTIYANYINGXIAODEGONGDIFEICHANGSHENHOU。

  ZONGGUANWOGUOPINPAI,TIYANYINGXIAORENGRANHENCUFANG。BIRU,ZHONGDUOPINPAIYINXING,PAIZHANGDUICHENGWEILEJIACHANGBIANFAN。TONGYANGSHIPAIDUIXIANXIANG,WEISHENMEXINGBAKEPINPAI,XIAOFEIZHEYIZHIXIHUANTANI?ERWOGUOYINXINGPAIDUIXIANXIANG,WEISHENMEHUIZAOCHENGKEHUYANZHONGBUMAN?SHENZHIDAJIAXIANXIANGLEILEIFASHENG,YANZHONGSUNHAILEPINPAIXINGXIANGHEPINPAIZHONGCHENGDU。

  GENJU“FENGZHONGDINGLV”LILUN,YINXINGKEHUPAIDUIDENGHOUDESHIJIAN,YESHITAMENZUIXIWANGDEDAOYINXINGGUANZHUDESHIHOU,JIUSHI“FENGZHONGDINGLV”ZHONGDE“FENG”,ERKEHULIKAISHI,YINXINGKEFUDEWEIXIAOHUOZHESONGSHANGYIBEIKAFEI,HUOXUJIUSHI“ZHONG”,HENKEXI,CAIDAQICUDEGUOYOUPINPAI,FANYOUGAOGAOZAISHANGDE“SHUSHIBING”,GENBENBUQU“GUANZHUXIAOFEIZHE”,ZHEIZHONGYISHIZAIDUANSHIJIANNEIHENNANGAIBIAN,YEXU,HULIANWANGJINRONGDEDAOLAI,HUIJIASUZHEIZHONGJUMIANDEBIANGE。YINCI,PINPAIQIYEZHIYOUZIJISHENKELIJIE“GUANZHUXIAOFEIZHE”DENEIHAN,BUYIYANGDETIYANYINGXIAOCHUANGXIN,YEXUCAIHUISHUIDAOQUCHENG。

  正如说“未来己来”。体验营销是己来的营销手段,而未来发展趋势十分明显,未来己来的数字化新时代,正在召唤不一样的体验营销,如何做到理论与实践相结合的创新,给予品牌策划新的课题,我们一直为中国品牌强国梦赋能!


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