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    6. 行銷的多重宇宙:36個無往不利的行銷創意

    行銷的多重宇宙:36個無往不利的行銷創意

    5.0分,1 ratings
    Author 陳偉航
    Publisher 時報出版
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    Released
    2023/09/15
    Language
    Traditional Chinese
    File format
    PDF (32MB), fit in large screen and Pubook
    Pages
    210
    ID
    386483
    ISBN
    9786263740860   
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    庫存
    • Intro

    • Chapters

    • Author

    進入行銷的花花世界,你可能會迷失方向,摸不著頭緒,
    但在這個充滿無限可能、多重創意的浩瀚宇宙中,永遠能發掘出一條全新的路徑!
    精選剖析36個經典行銷實例,刺激你我的靈感與感官,
    讓最大膽的創意點子從腦袋中迸發吧!

    從元宇宙、NFT到AI人工智慧、ChatGPT,
    科技為市場與行銷帶來驚奇,運用得當將成為強大利器。
    Instagram、Facebook、YouTube等社群已成為生活密不可分的一部分,
    當全球知名品牌:可口可樂、BMW、多芬、Nike、達美樂……
    都已自發性的投入了行銷轉型的創新嘗試時,
    其他的企業和品牌,又怎麼能夠繼續在原地踏步?!

    作者蒐羅1960年代至今新舊並陳、東西方兼具的多部代表性廣告案例,
    以此為基礎逐一剖析背後的行銷理念與操作手法,
    透過生動有趣的筆法,讓行銷創意成為好聽、好看、好玩的故事,
    挑戰僵固的思維,翻轉你對行銷的既定印象,打開創意的平行宇宙!

    正如作者所言:
    「我們已經處在一個多變和多重宇宙的世界,
    真實和虛擬不分,紅海和藍海交界,
    企業和品牌的生存之道就是順應潮流、積極應變!」


    【本書看點‧行銷宇宙四部曲】

     數位的宇宙:行銷瞄準分眾市場,精準定位、建立消費者的品牌認同感,突破傳統模式,「互動和參與」將成為時代主流,更是行銷的首要條件。

     創意的宇宙:好的創意是行銷手法中不可或缺的一環,如何開創出具有新意、製造話題、帶領風潮的點子,「想像和創造」展現出萬種可能性。

     競爭的宇宙:有市場就有競爭,藉由事件、話題的推動挑起購買欲望,正確的「挑戰和應變」意味著勝負的關鍵,將使品牌從眾多對手中脫穎而出。

     360度的宇宙:全方位的行銷觀點包羅更廣,自然也帶來考驗,企業和品牌必須了解更多元的課題,「學習和創新」,求新求變,絕不輕易停下腳步。
    More
    More
    推薦序 精益求精,不斷更新的行銷創意/楊尚軒
    推薦序 實用行銷案例,激發無窮想像/羅清屏
    序

    一、數位的宇宙:互動和參與
    01 「元宇宙」、虛擬花園和小鎮
      以虛為實,把握「元宇宙」隱藏的商機,創造更大的想像力!
    02 反戰藝術、音樂家和皮草
      透過AI(人工智慧),ChatGPT為行銷帶來新利器!
    03 按鈕、凝視和自拍
      「互動行銷」,讓商品和顧客之間建立關係!
    04 空中服務秀、焦慮測量儀、分歧的世界和羅浮宮過夜
      親身體驗勝過千言萬語,「體驗行銷」威力無窮!
    05 機車、零卡路里可樂、刮鬍刀和鐵路安全
      透過社群媒體,善用「數位行銷」,征服年輕人的心!
    06 神祕鋼琴、隱藏相機、琴鍵樓梯、垃圾桶和回收箱
      透過「行銷實驗」,獲得現有和潛在客戶的真實反應!
    07 抽煙、夾克、面紙、重機車手、粉紅胸罩和百事更新
      企業推動「社會實驗」,改變人們的行為!
    08 馬拉松攝影、汽車創新和玩具設計
      透過「大眾協作」,企業可以凝聚大眾的智慧和力量!

    二、創意的宇宙:想像和創造
    09 DNA折扣、啤酒飲料和彩色保險套
      從無中生有,創造市場新機會!
    10 爸爸和妮可
      舊瓶需要裝新酒,行銷要不斷創新!
    11 球王和滑雪員
      沒有噱頭也是噱頭,行銷於無形中!
    12 快閃店、算命攤和郵輪
      讓創意急轉彎,不按牌理出牌!
    13 女孩、小丑、醫生和罪犯
      創造戲劇性時刻,讓人留下深刻印象!
    14 長香菸和牛仔褲
      善用幽默,讓顧客產生好奇心和嘗試的慾望!
    15 紳士和女鑽工
      如果你不會說故事,你就不能賣東西!
    16 布萊克和帆布鞋
      販賣夢想比販賣商品更動人!
    17 貝克和海爾希
      乘著音符的翅膀,順風而上,引領風騷!
    18 香皂和真實美人
      顯現自我、反璞歸真,代表女性對自我價值的覺醒!

    三、競爭的宇宙:挑戰和應變
    19 平流層跳傘和破2挑戰
      具有影響力的「事件行銷」,能給人們帶來難忘的體驗!
    20 七彩噴射機和空中脫衣
      創造「話題行銷」,顛覆傳統,製造新聞,造成轟動!
    21 百事挑戰和為華堡改道
      採取「攻擊行銷」, 如果你是老二,你就該大膽的向老大攻擊!
    22 傑飛羚和大使
      發動「突擊行銷」,以小搏大,是弱勢品牌的翻身法!
    23 女士和芳香噴霧劑
      「游擊行銷」出奇招,小兵可以立大功!
    24 內衣、電腦和超市
      「感性行銷」讓品牌能夠和消費者的情感經驗相連結!
    25 旅行、搜尋和電腦晶片
      「整合行銷」可以集中資源,發揮綜效,殺出重圍!
    26 跑車包包、快時尚和漢堡
      「聯名品牌行銷」可以擴大彼此的消費群和市場規模!

    四、360度的宇宙:學習和創新
    27 鬥雞、可樂和茶
      名字好比一把鉤子,能夠把你的品牌勾到消費者的心中!
    28 褲襪、腿和蛋
      在草原裡放一隻紫牛,讓商品與眾不同!
    29 手機、球鞋和手錶
      創造廣告金句,擦亮品牌名號!
    30 貓、小女孩和零錢包
      卡通人物擬人化,讓粉絲為之瘋迷!
    31 紙尿褲和豆腐
      敲對鑼、打對鼓!如何賣比賣什麼更重要!
    32 牛仔和香菸
      創造消費者渴望成為的一種人格特質、精神典範!
    33 欺騙、謊言和真相
      傳達企業理念,贏得消費者的認同!
    34 橄欖球員和網球女將
      堅持信念、履行承諾,才能化品牌為傳奇!
    35 鋪路、法律援助和黑色超市
      以行銷結合公益,對企業、對社會都是雙贏!
    36 塑膠瓶、漁網和火星番茄
      從環境保護到永續發展,行銷要放眼未來!
    More
    陳偉航
    ◎曾任:
    上通/BBDO廣告公司共同創辦人、台灣愛惠浦公司總經理、蜜納集團執行長。
    中華企管顧問公司「策略行銷規劃班」講師、哈佛企管公司「充電會」講師、松誼企管公司「變局下的領導競爭力論壇」講師、生產力中心「行銷經理班」和「企管顧問師班」講師。

    ◎現任:
    多家企業策略、行銷和管理顧問。

    ◎著作:
    商業類:《行銷教戰守策》、《行銷啟示錄》、《No.1業務主管備忘錄》、《管理雞湯》、《互聯網巨變下,行銷不變的10句話》。
    勵志類:《Yes I Can! 是的,我要成功》、《Are You Ready? 21天改變一生》、《自己就是最好的賣點》、《Light Up My Life非凡人生》、《成功修練》。
    投資類:《後巴菲特時代科技股女股神》。
    More

    Details

    Released
    2023/09/15
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
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    ID
    386483
    ISBN
    9786263740860   

    Buy products firstAnd download app to watch

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