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奥美—枫丹白露营运推广策略
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枫丹白鹭传播策略提案
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传播策略思考 产品情况
强弱分析( SWOT ) 竞争对手分析 消费者分析 传播策略
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如何建立消费者与产品间的联系? 档次高 独具特色
品位高 品牌个性 消费者期望 ? 别墅 酒店 高尔夫
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产品与枫丹白鹭关系 别墅 高尔夫
酒店 枫丹白鹭
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产品与消费者的联系 别
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品牌塑造 产品:价值 /
差异点 / 品质 竞争品牌:品牌形象 / 差异性 / 竞争力 消费者:生活形态 / 消费需求 / 价值观 品牌:品牌价值 / 品牌个性
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枫丹白鹭品牌定义 产品:四星级服务及设施;法国风格设计和名称;位于风景迷人的南国桃园 竞争品牌:有钱人的销金窝;无明显品牌特色;竞争焦点集中于口碑与熟客
消费者:寻找有特色的休闲场所;渴望彰显地位的高品位生活方式 枫丹白鹭品牌定义 投入法国贵族生活
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建立 360
品牌 广告 促销 o Tele Marketing 互联网络 Interactive 忠诚度行销 产品发展 代理商沟通 视觉管理 / Identity 公共关系 直效行销 企业内部沟通 枫丹白鹭
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具体做法 渠道
目的 做法 电视 传播品牌形象 佛山、南海、广 广告 开张信息发布 州地区投放 报纸 传播产品利益点 佛山、南海、广 广告 配合公关活动 州地区投放 现场 渲染气氛 南国桃园区内 布置 传达品牌个性 区外交通要道
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公关活动的主题 “枫丹白露-法国浪漫文化之旅”
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广告费用预算
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