家庭自酿啤酒设备

家庭自酿啤酒设备 家庭自酿啤酒设备推广策划案 -------------------------WBSA 李敬天 总体描述: 推广家庭自酿啤酒机这样的新类别产品关键在于让一部分人先用起来。中 国消费者没有在家喝自酿啤酒的习惯、缺乏啤酒的相关知识，自酿啤酒机的生 产商对市场没有足够的信心。中国的消费文化环境“西风压倒东风” 。杰斐食品 有限公司是一家发展中的中小企业，只要本着“新类别产品的推广依赖于消费 榜样的力量”和“消费者对陌生产品类别的态度是在一定时间内积累的”的判 断原则，通过“背景转化法”和“捆绑连接法”进行创新，经过“完善产品本 身” “品牌价值定位” “创新整合传播” “合理渠道设置” “捆绑德国文化” “借力 大连足球” “联姻调酒文化” “借助相关品牌” “家文化辐射全国”等经营步骤， 即可实现在大连成功推广家庭自酿啤酒机的目标。 原创文字: 原创文字: 家庭自酿啤酒设备生产商有很多，但没有产品能被大部份消费者认知并一 枝独秀。关键问在于中国人的生活方式，中国人喜欢在饭店、酒吧、KTV 等 场所吃饭应酬，所以啤酒大部分在这些地方被消费。中国的消费者由于居住条 件和文化等原因很少在家里开 PARTY，就算在家里宴请宾客，也大都是亲戚和 特别要好的朋友，所以在家庭内部消化的啤酒很少。中国人消费啤酒的历史短， 从心里源头上已经形成对瓶啤的认同。 由于生产商对自酿啤酒设备的市场没有信心，所以很难看到这类产品的推 广活动，在商场也看不到这种产品的展示，广告更是很少看到。这在一定程度 上of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 阻碍了消费者对这类产品的认知和渴望。由于没有品牌效应和其它消费者的 口碑，消费者在试图购买的时候没有安全感。 消费者并不了解啤酒知识和酿造过程，自酿啤酒设备的可操作性、自酿啤 酒的质量标准、设备形态、自酿啤酒设备的价格等因素也制约着这类产品在中 国市场的普及。 大连杰斐食品有限公司生产的家庭啤酒自酿设备——一套小巧轻便的啤酒 自酿桶，人们可以用专用的啤酒基料加工出适合自己口味的自酿啤酒。据公司 董事长郁菲介绍:该种自酿纯生啤酒用料十分考究，含有丰富的蛋白质、多种 矿物质和人体必需的各种维生素，不添加任何防腐剂，无甲醇，不伤肝。 纵观中国的消费环境，中国文化在现阶段相对西方来说还处在“负压”阶 段，西化的东西很容易进来并被人们接受，经济的发展造就大批中产阶级，他 们喜欢尝试新的东西，喜欢打破生活原有的条条框框，人们的生活方式和文化 架构正在被解构和重组。中国人的“面子”问题依然严重，礼尚往来更是必不 可少，结婚、搬家都要表示一下。 大连经济发达、足球文化盛行、环境优美、城市品味和人文情调厚重。在 这样的城市推广家庭自酿啤酒设备关键在于“让一部份人先用起来” 。让一部份 人先用起来要比让所有的人都知道这个产品要好的多，传统的推广思维推崇信 息的大面积轰炸，但对于自酿啤酒设备这类产品来说，购买意味着一种习惯的 改变，一条信息不足以改变人的习惯，但精英和消费领袖习惯的改变对于大众 消费习惯却起着楷模和影响的作用。让高收入者先用起来，给产品贴上高品质 生活的标签;让一个喜欢足球的人先用起来，是对所有球迷最好的广告;让喜 欢of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 在外面酗酒不归的男人用起来，是对所有家庭妇女最好的广告。 完善产品本身是基础。产品首先要有一个好的名字，以便让受众记忆 一，完善产品本身是基础 深刻、容易产生联想。说起啤酒，当然不能不想到德国，说到德国当然不能忘 记巴伐利亚这个啤酒之乡，还有慕尼黑啤酒节，结合产品自身的特点，取该产 品品牌名为“德亚 德亚”------德亚自酿啤酒机。 德亚自酿啤酒机。 德亚 德亚自酿啤酒机 产品本身的气质，也应该体现一种精致感，要适合家的感觉和氛围。相关 的外延设备-----一些小的操作工具，在设计上也要体现出品味和情调。操作过程 的要求既不能简单，也不能复杂，太简单会让“自酿”的过程缺少生活化、艺 术化，太复杂则不利于操作，容易让人产生厌烦。自酿啤酒是一种生活，而生 活是一门艺术，所以自酿啤酒的过程也要适当“艺术”一点，要把这样的信息 传达给消费者。 价格的制定在推广初始不应太低，要本着“让一部分人买得起，而另一部 让一部分人买得起， 让一部分人买得起 份人买不起”的原则来定价，让一部分人觉得这是一种稍昂贵的生活方式，而 份人买不起 另一部份人觉得这是一种可以体现自身价值的很好选择。应本着月收 6000 元的 三口之家买得起这样的原则定价(因不了解大连地区消费水平和产品本身成本， 所以可上下调整) 。 品牌价值定位。 二，品牌价值定位。推广的是什么,不是冷冰冰的机器，推广的是一种生 活价值观，这是切入点，换句话说，要卖钻石得先卖“永远” ，消费者购买的也 不是一台机器和几杯啤酒，而是一种自我意识的外部延展，还有好奇和体验的 冲动。 大部分人都会喜欢和向往有品味的生活、of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 有情调的生活、健康的生活，所 以品牌价值要从“品味、情调”着手，健康虽然重要，但作为品牌价值却有好 “品味、情调” 用不好听的感觉，所以把他作为信息的一部分传达给消费者即可。 品味和情调是从哪里来的,这是消费者内心潜意识要去探寻的问题，所以 要为品味和情调追根溯源。历史的悠久往往让人神往并产生信赖感，啤酒在西 方和欧洲有着很长的历史，自己酿造啤酒在他们那里并不新鲜，所以要让古老 的欧洲和他们的啤酒历史为品牌增加厚重感、高贵感和成熟感，因为在中国人 看来，西方人的生活品质是令人向往的，西方人是有情调的。结合“自酿” “啤 酒” “家庭” “西方” “欧洲” “古老历史” “情调” “品味” “大连” “现代” “生活” “都市”等关键词语，提炼产品的品牌价值为“一种生活方式 “一种生活方式------用自己的品 用自己的品 用自己 味传承欧洲情调” 。 味传承欧洲情调” “自己”既体现了自酿啤酒设备的实际应用形态，又暗含了“让自己与众 不同”的生活态度， “品味”是一个标签，是要让潜在客户自己帖在身上的， “传 承”让人产生“站在时代前沿”“领导者”的感觉，有一种莫名其妙的荣誉感， 、 “欧洲”两个字足以让人相信产品本身和其所延伸的生活方式是“有价值”的、 值得效仿的， “情调”没有人不喜欢、没有人会说自己没有。 而“生活方式”将产品上升到一个新的高度，将产品本身是什么以消费者 最容易接受的形态一下子灌输给消费者。 传播策略分析。 三，传播策略分析。自酿啤酒，对于消费者来说，也许并不陌生，但在身 边缺少消费榜样，所以消费者对这类产品充满了警惕性，没有信心。消费者在 某种意义上是简单的、懒惰的，of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 是以别人为参照物来消费的。所以，首先要把 信息传递给一部分可能的消费领袖。对这类产品的信息传播不能一哄而起，进 入集中轰炸，不管是在时间上，还是传播渠道上。另外，市场诚信不足，新产 品类别集中信息轰炸容易让消费者产生不信任感，因为类似的市场炒作已经让 市场警惕。从品牌建设和受众习惯的角度分析，消费者对陌生产品类别的认知 和忠诚是在一定时间内积累的，是从不同渠道接受信息，然后自我组合，最后 才形成态度的。 1，传播的时间性。时间的选择一定要有意义，一定要有背景感。时间是纽 ，传播的时间性。 带，它可以把产品和背景联系起来，从而形成很好的效果。另外，选择特定的 时间还可以无形中把传播点分散开来，形成长效。选择时间的原则是:将自酿 啤酒---自酿啤酒机----啤酒文化----所选时间巧妙地联系起来。 可以选择的传播时 间有: 德国慕尼黑啤酒节当天或前后几天 欧洲的狂欢节 德国领导人访华 圣诞节 大连啤酒节 大连国际服装节 中国足球及大连足球的相关时间点 同时，如果类似有意义的时间少，则无须拘泥于此。 2，传播的频率。传播频率不宜过频，但要有节奏感，根据机会和市场状态 ，传播的频率。 择机进行。 3，传播的渠道。传播渠道应以“事件” 传播的渠道。 “公关” “搭车”等方式为主，传统 传播的渠道 的报纸、电视为辅，终端传播，另类传播也可尝试。 事件、公关等传播方式对消费者的作用最大，对消费者接受产品有着潜移 默化的作用， “自己不说自己好，让消费者自动感知” 。报纸软文对消费者影响 同样巨大，可选择大连当地的日报晚报择机发布。由于电视媒体的特殊性，如 想全面体of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 现自酿啤酒机的品牌价值和诉求，需要很大的成本，但其效果良好， 所以建议有选择地使用。终端传播必不可少，但传播方式则可多变，平面传播、 设置终端自体验都是很好的方式，但要以深刻体现品牌诉求为原则。另类传播 则需要创新，例如:可以制作精巧的自酿啤酒机模型，把它当作玩具免费送给 可以制作精巧的自酿啤酒机模型， 可以制作精巧的自酿啤酒机模型 孩子， 孩子，孩子把它带回家，对于父母来说，这就是最好的广告。 4，传播的生态。传播信息不要直截了当，要以“旁敲侧击” 拿别人说自 ，传播的生态。 “拿别人说自 “旁敲侧击” “ 己的事” 己的事”的方式进行，关键是要和可以增加品牌可信度和格调的背景、对象联 系起来。信息的布局要巧妙，简单的说，你想把“我很有力量”传达给别人， 先不要一上来就说:我力量特别大，先说拳击运动员泰森，再说泰森一拳打死 了一头牛，最后再说:我被称作泰森第二。 对于自酿啤酒机这样的新产品类别来说，必须找消费者信赖的背景、对象 来为自己代言，否则让消费者产生信赖感的成本会非常高。这就要求，信息传 播布局的首要问题就是先找背景，然后巧妙联系，最后突显自我。 5，到底传播什么, ，到底传播什么, 品牌核心价值------一种生活方式，用自己的品味传承欧洲情调 一种生活方式， 品牌核心价值 一种生活方式 产品物理价值------产品小巧精致，新鲜的啤酒 健康的啤酒 可自由调配口 产品小巧精致， 产品物理价值 产品小巧精致 味的啤酒 啤酒知识(利我) 纯生的鲜啤酒和普通啤酒的区别， 啤酒知识(利我)-------纯生的鲜啤酒和普通啤酒的区别，大多数人只能喝 纯生的鲜啤酒和普of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 通啤酒的区别 普通啤酒是不得已而为之的,,,～～啤酒饮用的世界潮流是什么,,, ～ 啤酒饮用的世界潮流是什么 普通啤酒是不得已而为之的,,,～～啤酒饮用的世界潮流是什么,,, 产品家庭价值------就算喝醉 也要在家 就算喝醉 产品家庭价值 渠道分析。 四，渠道分析。渠道设置要遵循两个原则。一，要让一部分可能先用起来 的受众看得到、体会得到、买得到。二，要能在一定程度上提升产品的档次感、 体现产品本身的归属感。 家庭自酿啤酒设备不是“粗糙的农产品加工机器” ，而是一种“精致的家用 电器” ，所以产品要在高档的家电卖场进行展示，展位要和“海尔” “西门子” 等品牌靠近。 和酒吧进行合作，在高档酒吧进行展示，直接吸引消费者。 和高档美容院合作，在美容院进行展示，以“在家喝酒”来吸引女士为其 先生购买。 和家具城、家具广场等合作，在其内部进行展示，吸引为新房购买家具的 人购买。 自建终端，在大连开设几家“自酿啤酒生活秀” “自酿啤酒生活秀” ，以小酒吧的形式，经过特 殊设计形成特殊的销售终端。 在推广初期，应对终端销售人员进行培训，使他们掌握以产品价值为基础 的销售技巧。 系列推广活动。 五，系列推广活动。推广活动要以体现产品核心价值、近距离接触目标客 户、形成信息传播规模效应为原则。以实现受众对产品良好的认知并形成购买 冲动。 A ,事件营销 事件营销-----德国人买产品。 德国人买产品 事件营销可以让德国啤酒文化和产品产生深 事件营销 德国人买产品。 刻联系并迅速为消费者认知。从而提高产品的知名度、档次感以及消费者的信 任感。啤酒大国、啤酒文化大国、啤酒历史大国of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 德国的公民都买德亚啤酒机， 这是对消费者最好的说服。具体策划可以以多种方式进行，视公司所据有的资 源而定。例如: 1，2007 年是中德建交 35 周年，也是中德友好年，公司可以向在大连工作、 生活时间最长的一位德国人赠送该产品，并策划相关的报道。 2，在大连啤酒节期间，向一位德国游客赠送(或低价出售)一台产品，然 后策划 因其携带德亚家庭自酿啤酒机而无法在机场登机” “因其携带德亚家庭自酿啤酒机而无法在机场登机” (或类似事件) ， 而无法在机场登机 事件 接着由公司和机场共同努力将其问题解决(适时找记者参与此事) ，由于时值啤 酒节期间，媒体和舆论一定会关注此事，然后将“机场办事效率高” “啤酒节影 响力巨大” “大连的国际形象日益攀升”等相关要素策划进宣传要点中去，以此 形成各团体对此事的宣传动力。 当然此事件营销需要一定的公关手段，具体执行时需更周密的策划。 B 捆绑足球 让球迷先用为快。说大连就离不开足球，当然卖产品也不要 捆绑足球----让球迷先用为快。 让球迷先用为快 离足球太远。 和大连足球的相关单位合作，举行“真球迷自酿酸甜苦辣 真球迷自酿酸甜苦辣”大型抽奖活动。 真球迷自酿酸甜苦辣 凡凭相关足球比赛场次的门票就可到公司进行抽奖，奖品为德亚牌家庭自酿啤 酒机。如果可能，还可以将奖品设置为有球星签名的自酿啤酒机。 C 联姻“调酒”---让“情调”自然跃升。如果让消费者觉得自酿啤酒是桩 联姻“调酒” 让 情调”自然跃升。 简单、枯燥的劳动，那他们当然不会动心。可是，如果他们认为自酿啤酒的过 程本身是艺术的、有情调的和值得慢慢享受的，那又会是什么结果of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 呢,那么， 如何让消费者觉得自酿啤酒是个让人享受而富有情调的过程呢,最简单而有效 的办法就是把自酿啤酒和调酒 调酒放在同等的位置并把它们联系起来。因为调酒本 调酒 身就是富有情调的。 1，在产品的平面宣传单上，撰文，题目是:女人是自调的鸡尾酒 男人是 女人是自调的鸡尾酒 自酿的啤酒， 自酿的啤酒，以男性和女性的性情、生活态度、自我实现等为要素写一篇文章， 文章内容应与产品本身毫无联系，纯为一篇生活美文。但文章的背页或其它部 分则放置产品本身的相关内容。 2，以德亚自酿啤酒机为冠名，整合相关资源，举办“调出酸甜苦辣 酿来 “ 杯酒人生” 杯酒人生”调酒大赛。 D 品牌搭车 近朱者赤。和其它非竞争类品牌合作，以求双赢、提升产品 品牌搭车----近朱者赤 近朱者赤。 影响力。 1，和当地海尔经销商合作，举办“新婚夫妇购买海尔成套家电，送德亚家 庭自醉啤酒机”活动，具体事宜应和对方谈判达成，但本活动时间不应太 长，本着捆一下、马上分开的原则实现我们的目标。 2，和德国西门子当地经销商举行联合促销、广告等活动，活动口号是:中 中 国人喜欢西门子就像德国人喜欢喝自酿啤酒-------西门子家电和德亚家庭自酿 西门子家电和德亚家庭自酿 国人喜欢西门子就像德国人喜欢喝自酿啤酒 啤酒机一样严谨和浪漫。 啤酒机一样严谨和浪漫。 建设。 六，CIS 建设。品牌识别系统的建设应以全面体现产品价值为原则，商标、 宣传画面等力求体现欧洲情调。CIS 标的物力求精致，可模仿其它大的家电经销 商。 扛起“ 七，贩卖情感----扛起“家文化”大旗。在产品推广初期，我们应用了人性 贩卖情感 扛起 家文化”of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 大旗。 中最浅表的东西。但是随着产品的进一步销售和建设长久品牌使命感的增强， 我们必须将产品的内涵延伸到消费者最脆弱但是又最容易感受到温暖的那部份 情感中去，并将其贩卖给消费者。家庭自酿啤酒机要建立自己的产品文化，要 从家庭入手，在竞争者没有准备好之前告诉消费者什么样的家才是最温暖的 “家” ，并把产品和品牌的终极价值融入到其中去。 当然，这是个很长的过程。但是公司要有远景规划和远大的理想，并分阶 段地实现“家文化”在自己品牌内的附着。在产品推广初期，可从“文化”的 最基本意义做起。 1，联合当地妇联、报社等单位，整合相关资源，举办“女人需要什么样的 “ 家”征文活动，一等奖将获得家庭自酿啤酒机一台。 2，在相关传播平台上推出广告语:家的温暖 啤酒的清凉 都来自于德亚家 家的温暖 庭啤酒酿造机。 庭啤酒酿造机。 辐射全国。在大连推广成功后，以此为样板，有顺序、有 八，形成样板-----辐射全国 形成样板 辐射全国 步骤、有节奏地向全国推广。由于大连在某种程度上有着消费样板的作用，所 以如果大连市场获得成功，将对产品未来的销售和品牌最终的强势构建有着重 要的意义。 (特别说明:由于缺乏进一步的相关资料，本策划案只为决策者提供理论 意义上的参考，谢谢～ ) of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township