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    5. 大師輕鬆讀 No.190 賣點行銷
    廣告行銷

    大師輕鬆讀 No.190 賣點行銷

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2006/08/10
    Language
    Traditional Chinese
    File format
    PDF (7MB), fit in large screen and Pubook
    Pages
    68
    ID
    10725
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    庫存
    • Intro

    • Chapters

    賣點行銷
    The Ultimate Marketing Plan

    行銷3大金律:賣點、賣點、賣點!
    More
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    本期目錄:

    ● 五分鐘摘要

    ● 賣點行銷

    - 賣點行銷計畫
    - 賣點行銷的秘密武器
    - 賣點行銷要避免的錯誤

    ● 在地觀點—— 重口味行銷真有討到便宜? / 田大權

    ● 大師知識看板—— 留住紐約的記憶/ 經濟日報


    主題看板:

    適切的訴求(the Right Message)

    行銷的目的就是,在適當的時間(Right Time),把適切的訴求(Right Message),傳達給適合的受眾(Right Audience),也就是所謂「行銷3R」。奧美中國區副董事長莊淑芬認為,「對所有人傳達單一訴求,就好像是對所有人求婚一樣,會一無所有、沒人搭理。」在目前現複雜的市場環境中,每位消費者價值觀都不同,原本對某位消費者有價值的訊息,過了一段時間恐怕就是噪音,更不用說對其他消費者。因此才會有資深廣告人說:「我知道廣告費用有一半是浪費掉的,問題是不知道是哪一半。」

    適切的訴求,必須以獨特賣點(Unique Selling Proposition)為主軸,針對目標顧客的特性,從3個面向設計訴求:理性訴求,傳達產品的特點或功能(例如價格、品質),以及能帶給消費者的利益(健康、財富)等;感性訴求,營造出吸引人的愉快氣氛附加在產品上,來提升消費者對廣告的共鳴,刺激消費者的購買欲望;道德訴求,傳達社會規範,告訴大眾什麼是正確或錯誤的行為,因此最常出現在公益廣告。

    整體顧客價值(Total Customer Value)

    「整體顧客價值」是目前企業界非常重視的觀念。最根本的原因是,由產品本身取得的競爭優勢,從推出創新到競爭對手模仿的時間,已經愈來愈短,光靠產品本身,已經很難取得長期競爭優勢。因此,企業要經營成功,就必須把「產品」變成「整體顧客價值」,結合製造流程、產品功能,以及各種非實質性的特色與好處,讓競爭者必須花很長的時間,才能趕上。從顧客的角度來看,現在的顧客對價值的要求,不再只是在產品與服務,更包括對生活品質的要求。不論是企業聲譽、生態環保責任、社會責任,或是顧客與企業互動的品質,都成為顧客選擇的新標準。

    整體顧客價值具體來說,是指顧客希望從產品或服務中獲得的全部利益,包括產品價值(Product Value)、服務價值(Service Value)、服務人員價值(Personnel Value),以及形象價值(Image Value)。也就是說,企業要提升整體顧客價值,切入角度就在價格、產品品質、創新、服務品質,以及相對於競爭對手的企業形象。戴爾電腦(Dell)在競爭對手惠普(HP)的價格壓力下,從今年8月開始,減少70%的促銷活動經費,把節省的經費反映售價上。部分產品的保固期,也由原來的90天延長為1年,並且把作業系統也納入保固。另外,戴爾預計支出1億美元改善客服,把原先主打行銷活動的策略,轉為提升整體顧客價值。
    More
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    Details

    Released
    2006/08/10
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
    No
    ID
    10725

    賣點行銷

    網路

    趨勢

    企業

    廣告行銷

    創意思考

    經營管理

    理財

    大師輕鬆讀

    投資

    Buy products firstAnd download app to watch

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    See more 大師輕鬆讀 / 大師輕鬆讀股份有限公司

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    大師輕鬆讀 NO.1024 創意加速度

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    大師輕鬆讀 NO.1020 21招練出領導魅力

    大師輕鬆讀 NO.1019 致富其實很簡單

    大師輕鬆讀 NO.1018 GTM進入市場全攻略

    大師輕鬆讀 NO.1017 原始碼

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    大師輕鬆讀 NO.1015 預測企業未來

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