TESIRO通灵珠宝营销分析(1)

TESIRO通灵珠宝营销分析(1) TESIRO通灵,国际珠宝巨头角力中国 快速转型的中国社会，新时代的高贵是什么,品位优雅、大气进取、浪漫前卫、勇 ! 于担当 经典是对经典的传承,经典是对经典的背叛，时尚的理念,呼唤着新时代的品牌精神， 风华之源 比利时安特卫普是一座有着500多年钻石加工历史的城市,80%的居民从事钻石生产及相关行业,是世界上最大的钻石切割中心,通过安特卫普进行贸易的钻石毛坯和琢磨钻石分别占全球贸易量的90%和50%以上。由此,安特卫普被称为“钻石之城”。几百年来,这座城市一直有条不紊地进行着钻石的加工贸易。 然而近来,欧洲珠宝品牌“优质切工钻石TESIRO”的东家、惟一在DTC拥有两个看货商席位的主要毛坯配货商——欧陆之星,总部却显得颇不宁静，这一切都源于激流暗涌的世界奢侈品市场的变局。 资料链接, 欧陆之星总部位于比利时的安特卫普市,在全世界拥有10000名技工以及最先进的技术设备,具有每年切磨超过150万克拉优质钻石的加工能力,拥有10个切割、打磨基地,是全球最大的钻石加工贸易公司。TESIRO通灵是其旗下欧洲经典品牌,致力于“优质切工钻石”的全球推广。 中国崛起 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 经过20多年的改革开放,中国的消费品市场逐步走向成熟,社会积聚了巨大的物质财富,中国也成为了仅次于美国和日本的世界第三大奢侈品消费强国。中国的奢侈品市场每年销售额为20多亿美元,预计到2008年,年增长率为20%,到2010年,中国将有2.5亿消费者有能力购买奢侈品,将近目前数字的17倍,到,015年的年增长率为10%,销售额将超过115亿美元,中国消费者将像日本消费者一样具有影响力,奢侈品消费总量将占全球的29%。 符号性变化大量涌现,中国大城市高尔夫会员俱乐部、豪华游艇俱乐部、私人飞机俱乐部开始兴起,,与此相符合的高档DM杂志在各高档酒店、俱乐部、高档休闲场所随处可见。阿玛尼、路易?威登、香奈尔、欧米伽、劳力士等奢侈品已经成为一些社会名流出入PARTY和CLUB等社交场合必备…… 最为大家津津乐道的事件有,瑞士伯爵名表在北京赛特的新店还未开张之前,一块600万元人民币的天价手表就被预订,世界名车宾利不到3年的时间里已经在中国售出了133辆,其中19辆车单价超过100万美元,创造了三项纪录,总销售量亚太地区第一,销售增幅全球第一,旗舰版728的销售量全球第一…… “得中国市场者得天下”,成了很多国际奢侈品牌的共识。宝马、奔驰这样的世界级豪华汽车品牌在中国合资建厂,是消费环境变化最好的风向标。 TESIRO自然也敏锐地感知到了中国奢侈品市场发生的变化。 谋定后动 TESIRO的中国战略,与宝马进入中国有着异曲同工之妙。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 作为豪华轿车的生产者,宝马进入中国市场较晚。这种迟到,对宝马显然极为不利。对于当年计划进入中国的宝马来说,如果建设一个新的汽车工厂,从选择伙伴开始谈判,办理各项手续,最后到工厂建设完工,最少也要三到四年时间。 因此宝马作为后进入者,通过对时间、成本与品牌战略优势的统筹安排,与中国最大的客车生产商华晨中国汽车控股有限公司成立合资公司,在2003年就与中华轿车共线生产——这样,合作伙伴华晨就帮助宝马压缩了进入中国市场的时间,从而使宝马在中国获得了后发优势。 TESIRO意识到,中国珠宝市场这两年飞速发展,消费达到1400亿元, TESIRO要想迅速的在中国建立起市场份额,再也不能采用慢吞吞的发展模式,先在中国建点,将TESIRO品牌导入,慢慢推广。等中国市场熟识以后,再进入第二阶段,全面推广TESIRO品牌。 机会稍纵即逝,留给TESIRO的时间已经不多。TESIRO必须跳跃性发展,在中国寻找一个合适的合作伙伴,成立合资公司,占领中国珠宝市场。 珠联璧合 TESIRO明白,战略合作伙伴的好坏非常重要,这就像谈恋爱寻找对象一样,决定了它在中国市场以后的“幸福”。为此它对战略合作伙伴提出了不一样的要求, 第一,TESIRO是欧洲品牌,对中国消费者消费习惯缺少认知,对中国奢侈品市场不熟悉,没有一个成形的在中国推广TESIRO品牌的团队,更为重要的是,没有一个对于中国奢侈品营销市场熟悉的领军人物。因此,TESIRO必须寻找到一个对奢侈品市场营销非常熟their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 悉并且稳固的团队。更重的是,这个团队要有一个对于中国奢侈品市场及营销运作非常熟悉,运筹帷幄的领军人。 第二,这个合作伙伴必须在零售市场建立起了相当规模的零售网络,品牌要有相当的基础,品牌运作经验成熟。 第三,对零售终端管理要专业化和化,并且对奢侈品连锁要有相当的管控和推广能力。 第四,能制定出基于中国市场未来5年乃至10年的发展战略,并且合作伙伴要有强烈的发展欲望与野心。 通过艰难的抉择与考察,TESIRO发现,多年来一直由其母公司欧陆之星提供原钻的通灵翠钻是被考察的众多钻石零售商里的最佳选择。经过多次亲密接触和反复谈判,2005年的11月16日上午,双方达成合作,联合组建通灵珠宝,中国,有限公司,TESIRO品牌进入中国。 虽然双方已经订下“终身”,但这场完美跨国“恋爱”背后的故事却是一波三折。 发现之旅 起初,TESIRO的眼光并没落在通灵翠钻的身上,通灵并不是TESIRO考察的第一家钻石零售商。 虽然欧陆之星为通灵供货多年,双方保持着良好的合作关系,但是TESIRO起初对这家公司了解不多,只知道这个合作伙伴是江苏的强势区域品牌,成长迅速。但相对于戴梦得、their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 具有港资背景的知名品牌谢瑞麟、周大福、周生生以及其他具有国有背景的品牌浙江日月、北京菜百、上海老庙以及潮宏基等,起初并没看出有更多“美丽”之处。 然而进一步考察后TESIRO发现,中国众多号称 “全国性”的珠宝品牌,大多数网络布局参差不齐、诸侯割据、各自为战,品牌运作上处于初级状态,没有一个品牌在全国具有极大的影响力。 对通灵翠钻来说,零售网络上,虽然渠道主要只在江苏省,却布局合理,网络渗透力很深,渠道力量很强,不但在中国珠宝商家必争之地的南京市场网络分布多,而且在江苏的所有二线市场也建立起了零售网络。 通灵翠钻从公司成立开始就坚持品牌发展战略,并在2004、2005年蝉联国内珠宝行业第一品牌,在品牌管理及运作方面有着先进的经验。TESIRO知道,中国珠宝行业的整合之势难以阻挡,时代给了珠宝企业挑战,也赋予了他们机会,未来中国的珠宝市场的王者必是品牌战略坚持者。 以通灵的根据地为例,南京和下面的二级市场,其消费者的消费行为和消费习惯是不一样的,一级市场和二级市场的管理差别极大。通灵有着一级市场和二级市场的深度和差异化零售管理能力——这是TESIRO最认可的。而中国奢侈品的市场以后肯定会以一级城为中心,同时向更多二级乃至三级市场延伸。 当TESIRO的工作人员与通灵翠钻总经理沈东军接触后,他们忽然发现,真正的对中国奢侈品领域熟悉专家以及未来奢侈品营销的领军人物,柯林斯畅销书《从优秀到卓越》里描述的那种第5级经理人浮出水面。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 资料链接, 沈东军,男,在读博士,通灵翠钻创始人,现任总裁。兼任南京大学、东南大学、河海大学、南京理工大学等国内数所名牌高校的兼职教授或MBA导师。沈认为,做营销要知行合一,在业界以提出“建立沉淀个人智慧为组织智慧的管理系统”闻名。 第一法则 TESIRO与通灵翠钻的接触是从这样的疑问开始的,为什么多年来,通灵面对中国那么广阔的市场,能抵挡住诱惑,不去做全国市场,而只是自限于江苏市场呢, 沈东军始终是以“第一法则”在指导着自己公司的市场开发模式和公司的发展战略的,他对中国珠宝企业的渠道拓展有着清醒的认识—— 先强后大,而不是先大后强。如果公司起步不久,就做全国市场,显然自己很难与具有70多年背景的周大福及跨国品牌抗衡,结果肯定是大而不强。如果不能在市场做第一,就干脆不要去做。通灵开始了其第一法则的第一次应用。 通灵的第一次胜利是在南京市场。按照第一法则,2000年,通灵集中公司所有兵力,布阵南京。很快,通灵一个又一个的零售店在南京建立起来,而且占据了南京商圈最好的选店地址。 成为市场第一后的回报是丰厚的,接下来的扩张之路是什么,走出去占领别的省会城市吗,沈东军在仔细分析自己的公司资源及团队后做出决定,4年之内不走出江苏市场,要在江苏市场精耕细作。最为关键的一点是,需要在精耕细作中锻炼起一个强有力的营销及企业管理的队伍,在战争中学习战争,为日后进军全国市场打下坚实的基础。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 这种坚持是非常艰难的,但沈东军做到了。四年下来,通灵有了一个稳固的、能打硬仗中层团队,并且在公司建立起来了规范化的#管理制度#,对于基于本土特征的奢侈品的零售管理及连锁加盟店,积累了丰富的市场运作经验。 比如通灵的单店管理,就极富特色,进入通灵的专卖店,消费者可以看到墙上张贴的来自欧洲的名画,欧洲皇室专用香水的优雅气息弥漫于空气中,世界名曲不绝如缕,名贵家具相得益彰。在这样的美妙氛围下,珠宝翡翠的价值感空前提升,消费者的购物体验变成了一次动心动情的浪漫尊崇之旅。 组织智慧 通灵的竞争力,来源于其清醒的组织智慧管理模式。国际上的知名企业的发展不是依靠某一个企业家,不是靠“英雄”,这些企业靠的是一种一直传承的“智慧”,比如宝洁公司的项目管理20条经验,麦当劳的全球经营管理经验等等。 通灵把这种智慧称之为组织智慧,给它的定义是企业根据前人经验、结合自身的特点提炼出来的,经长期的实践,提炼出规律性的精华,这些精华在组织内部固化、共享和传承,便形成了组织智慧。组织智慧是企业的导航塔,指引着企业组织的每一个水手沿着正确方向前进。 因此,在通灵的日常管理中,对于制度化保证每一个人的话语权和决策的民主性高度重视。相应地,每一个岗位的职责要求,都有通俗易懂的责任描述和重点介绍,并且尽量规避模糊化语言——经办人对于操作指令没有任何疑义,责权利清晰透彻,就带来了执行力的大幅度提升。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 对通灵有了深度了解后,TESIRO决定收购通灵,经过一段长时间的酝酿,终于成功,双方在中国启用的品牌名称为“TESIRO通灵”。 产业透视 呱呱坠地的“TESIRO通灵”面临着什么样的成长土壤呢, 我国珠宝首饰的消费以每年8,至10,的速度递增,潜力巨大。随着中国经济的迅速腾飞,以珠宝业为龙头的中国奢侈品消费将毫无疑问地成为中国百姓的最大消费热点。但是,由于绝大部分中国珠宝企业处于以家庭或家族为单位的作坊式发展模式,没有一家覆盖全国的强势品牌,因此面对到嘴边的肥肉,却难以下咽。中国的珠宝企业因为发展历史短、沉淀少、企业散、规模小等特点,形成了一些机制上的弊病,使不少珠宝企业的商业目标比较短浅、急功近利,没有适合自己的长远的企业发展规划与品牌战略。 从产业链上来说,珠宝产业没有形成全面、配套、合理的产业模式。从原料采购、下单制造到成品销售等方面,都不可避免地存在着许多人为因素,不像其它行业可将每个产品、每道工序都以统一的标准与质量来衡定。这种行业本身的桎梏,导致许多企业的经营都是“作坊式”的家族管理模式。 而从珠宝消费者的角度来分析,目前中国很多消费者购买的过程中,可能本身并不喜好,为面子掏腰包,这种情况下,往往会出现太多这样的案例也就不奇怪了,一个月收入不过3000元左右的女孩子,为“显示身份”,会攒下半年的工资去专卖店买一个路易?威登的包,然后拎着包去挤公共汽车,走路上下班。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 据此可以推知,中国珠宝市场还远没有成熟,整个产业的产业集中度非常低。需求巨大而供给链条杂乱、市场分割严重,需要强有力的领军品牌。中国的珠宝营销,才刚刚开始， 一线攻略 在群雄割据的中国珠宝市场,TESIRO通灵这盘棋该如何落子, 沈东军出招与中国其他珠宝品牌是不同的。TESIRO通灵实施立体战术,采取“直营，加盟”的方式,在一线城市做直营,同时在二、三级城市发展特许加盟店,把与同行激烈的竞争态势转化为竞合。这就好比一个地方有5个对手,再进去,就多了一个争食者,而如果可以吸引其加盟,就少了一个对手。同时,每一家加盟商都是TESIRO通灵开拓当地市场的合作伙伴,同时也是品牌扩张的桥头堡。依靠高空广告、地面直营+加盟层层推进的立体战,TESIRO通灵吹响了进军全国的号角。目前TESIRO通灵2006年全国媒体投放计划已经全部制定完毕,同时全国的加盟拓展战略已经开始,效果不凡。 沈东军的第二招是实施差异化战略。他认为,国内的珠宝市场呈现出群雄逐鹿之势,国外洋品牌、香港品牌、以及内地的新兴商家都占据了一定的市场份额。但经过激烈的市场竞争,中国的珠宝市场将进入寡头垄断时代。未来中国的珠宝市场只会剩下二三十家珠宝企业。但现阶段, TESIRO通灵仍然不能与一些实力强大的洋品牌正面交锋,而要实行差异化经营。国际大珠宝品牌主要占据中心城市,他们是金字塔最顶端,而TESIRO通灵更看中塔腰的位置——这个区间比高端的消费群体更大,比低端又有了自己的品牌优势。因此,TESIRO通灵坚持中端价位,区域适应性更强,除中国的中心城市外,二三线城市也是他们的主要阵地。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 对于在与自己同一起跑线上的香港品牌,沈东军认为并不可怕,在品牌上,TESIRO乃是欧洲知名品牌,在产品渠道上,TESIRO通灵拥有世界最优质的钻石源,而在管理能力上,他们同样拥有一支深知中国国情的一流团队。 除去上述的策略和优势外,TESIRO通灵还有着“加盟创新策略”。目前,中国珠宝业加盟连锁的现状是加盟商除向企业交纳一定的加盟费用外,自身还要全部承担起加盟店的货品配送、售后服务、广告、促销活动、乃至员工的管理培训等一系列投资。因此,现有的珠宝业中许多实行特许加盟的企业在通常只有“量”的扩张,而没有“质”的保障,造成加盟商在各个局部市场各自为战,不利于品牌统一形象的打造,服务质量也不能得到有效的保障。而TESIRO通灵则通过全新的渠道变革,以系统化的管理做到了品牌统一、专卖店形象的统一、产品陈列与摆放的统一、服务模式统一、客户关系维护的统一。 TESIRO通灵对加盟商输出的不仅仅是商品,还有品牌,战略规划,不但要给加盟商金子,还要给他点石成金的“手指”， TESIRO通灵计划在未来5到10年内,增加在华的投资与拓展,加大在华投资步伐,以南京为中心,以上海和北京为两极,在一线城市建立直营店,在二、三线城市发展特许加盟店。销售网络将覆盖中国主要一线、二线城市。 品牌战略 但TESIRO通灵欲实现称霸珠宝市场的战略目标,仅有渠道优势还远远不够,他们必然要引发新一轮的行业整合,并且必须要在这场整合中大获全胜。 目前引发行业整合主要有两种模式,一是格兰仕模式。在这种模式下,企业规模每上一个台阶,就要发动新一轮的降价,充分利用比较优势和规模效应,一方面挤垮竞争对手,另their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 一方面抬高行业壁垒,摧毁对手的信心。这种模式短期杀伤力强,效果快,但它的缺点是发起价格战的企业也会蒙受损失,带来整个行业的失血和式微。另一种模式是实施品牌战略。公司将品牌作为核心竞争力,以获取差别利润与价值。 TESIRO通灵在中国走的就是以品牌为核心的发展战略。沈东军认为,品牌战略的本质就是创造差异化的竞争战略,企业在日趋激烈的竞争环境中,面临产品、技术与服务日趋同质化的趋势,这时就需要谋求以品牌创造差异化的战略抉择。 商品竞争可分为三个阶段,第一阶段以产品为导向,企业强调的是产品的质量、功能、性价比,谁的产品好,谁就能赢得市场,随着生产技术的提高和交通的发展,人们在需要优质产品的同时,更需要便捷的服务,这时的市场以渠道为导向,谁占有渠道谁能够生存,类似于肯德基、柯达、沃尔玛等连锁品牌应运而生,目前中国的大多数企业还处于这一阶段——第二阶段。而第三个阶段,随着全球物流配送发展,人们足不出户就能获得信息和产品时,市场转入消费者需求,厂商必须以品牌为导向,通过消费者的“联想”获取市场。 沈东军认为,目前中国珠宝业需要直接切入品牌营销的阶段,品牌的实质就是“联想”,而这个“联想”就是消费者对品牌产生的感觉,是一个综合因素,是和其他品牌的差异化。 目前TESIRO通灵主打“优质切工钻石”的诉求来彰显品牌差异化。因为切工是影响钻石价格的惟一人为因素,同等质量、颜色、净度,但切工不同的钻石价格相差30%,40%。沈的同事,欧陆之星执行董事、TESIRO全球运营总监Mr.Bernard Van Pul也坚定不移地认为,TESIRO通灵未来还将继续坚持优质切工钻石的主打诉求。 TESIRO通灵重组启航,踌躇满志。珠宝业格局的颠覆已经开始。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 真情成悲情,,D珠宝策划失利记 D珠宝新近在S市营建了一所大型珠宝专卖店，为了尽快打开市场局面，该公司市场部出台了一个名为“废旧电池换宝石”的策划活动。可是该活动一上演问题便马上浮出了水面，最终，不但市场没有得到有效拓展，而且还成为了人们茶余饭后的笑柄。是什么原因使这个极具诱惑性的活动功亏一篑的呢,我们首先从本次活动的过程谈起。 S市是D珠宝的大本营,其销售额共占D公司总销售额的65%。为了继续巩固这种局面,并且发挥D品牌在本省的优势,所以该公司的陈老板决定打造一家旗舰型样板店,为以后的招商加盟打好基础。经过近三个月的选址,陈老板将目光锁定在了S市最为繁华的金山路上。但是,由于金山路热点地段并无房屋出租,所以陈老板最终将店址定在了金山路的末梢位置。该位置的显著特点是,人流量较大、附近无竞争对手、主要过往人群为附近的平民住户。两个月后,经过豪华的装修D珠宝专卖店终于正式营业,在开店的两周内大量的顾客蜂拥而至,场面热闹非凡。但是,让陈老板失望的是,虽然雷声很大,可是雨点却小,两周下来该店销售额不过两万余元,顾客这种光看不买的情况着实让陈老板手心里攥了一把汗。为此,陈老板招集市场部人马对该症状进行了细致的分析,最终D公司市场部刘经理认为主要原因是开业期间无大力度广告与促销支持所致,所以,“废旧电池换宝石”这一具有诱惑性的便随之出炉。 在广告内容方面,刘经理毅然放弃了惯用的“拥有D珠宝,真情长相伴”的当家广告语,换言之以“D珠宝公益献爱心,废旧电池换宝石”的诱人口号。在广告设计方面,一颗巨大的红心将蓝宝石与旧电池套在了一起,着重的突出着本次活动的内容与宗旨。在媒体选用方面,刘经理选用了S市晚报及S市广播生活频道作为主力推广武器,并分排一周进行前期宣传。在活动奖品选取方面,刘经理选取了成本价较低的蓝宝石戒指,并将奖品数额定为30枚。their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 同时,D公司市场部人员还精心的准备了200道环保试题及一些精美的促销品供现场使用。在一切准备就绪后,刘经理满怀信心,期待着爆炸性效果的出现…… 终于到了草船箭时,刘经理带领该店营业员兴冲冲的赶往了现场,可是刘经理才来到店门口便立刻被眼前的阵势给镇住了——上千名老头老太把门口堵了个风雨不透,一盒盒电池如一颗颗炮弹一样打在了D珠宝公司的员工身上。可是承诺依然需要兑现,在D公司员工吃力的打开了店门后,这些老年人便一窝蜂的涌进了店内。他们争先恐后的索要着宝石戒指,但是三十枚戒指对于这屋里屋外的上千人而言无异于杯水车薪。 戒指很快便被兑换完毕,但却引起了更大的骚动。95%的人群因为无法兑换到戒指,所以怨声一片,很多老年人甚至骂了起来,更有甚者将板凳扔了过来并砸伤了店员。在110赶来的时候,还有五、六百名老年人在场,他们坐在板凳上说什么也不肯走,公安干警们面对着这些六、七十岁的老年人也是无可奈何……再后来,D珠宝废旧电池换宝石的活动成了本地晚报、都市报的头条,“爆炸性的效果终于出现”， 真情缘何成悲情,本意草船借箭,却被射的千疮百孔,刘经理的爆炸性方案究竟错在了哪里,下面笔者就将本案例进行深入剖析,以解其失败迷团。 一、活动定位与品牌核心价值相悖。 D珠宝一直以来的品牌核心价值为“拥有D珠宝,真情长相伴”。从品牌学的角度,该定位是无可厚非的,钻石、珠宝这些高级奢侈品一直伴随着爱情与高贵,诉求爱情无论从珠宝本身的物理性质还是从其象征性质都是极其准确的。而就本次活动而言,将高贵与奢华的珠宝落实在废旧电池身上就显得有些驴唇不对马嘴。其一,就经典的品牌理论而言,始终用一个口号、一个步伐、一个核心进行诉求才能逐渐使消费者对品牌形成认知,从而形成滚雪球their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 的效应。但是在本次活动中,回收废旧电池与D珠宝以往诉求毫无瓜葛,甚至离题万里,试问南辕北辙的诉求又怎能不使消费者感到迷惑呢,其二,S市地处北方,其整体消费习惯趋向于保守,所以珠宝这一奢侈品的销售额主要靠新婚情侣来支持。而回收废旧电池这一活动却带有强烈的公益色彩,这对于整天忙碌的新婚人群而言并无多大吸引力。换个角度来考虑,有哪位新郎会用废旧电池换来的珠宝送给至爱的新娘呢,其三,珠宝由于其罕见的特征一直象征着高贵与典雅,把高贵典雅的事物与污染环境的电池相提并论,那么珠宝还能保持其优雅的形象吗, 二、策划思路扭曲。 就D珠宝公司而言,支撑其以往销售的主要组成部分是在S市内各大高级商场的专柜渠道。而珠宝专卖店则属于新鲜事物,对于从众心理及防备心理较强的内地消费者来说,购买珠宝这类奢侈品还是于高级商场来的放心。但是,就国内目前珠宝业发展的步伐来看,品牌专卖店成为未来珠宝业销售的另一主力渠道将是不争的事实。所以,从战略角度而言,D公司陈老板的眼光是没错的。但是,错就错在陈老板急于求成的心态——如果要在短时间内改变S市顾客的消费习惯这并非一家企业能力所及。所以,就目前D公司而言,采用渐进式的引导要比采用瞬间爆破更为有效与实际。同时,D公司刘经理的思路分析也不够精确。就D珠宝专卖店的位置而言,虽然其所属地段人流量很大,同时无竞争对手的干扰,但是促成其开业期客流量爆满的主要原因却是金山路附近的大量平民住户。对于S市的寻常百姓而言,在其视线内突然冒出了一家大型豪华珠宝店铺,这的确显得新奇而陌生。但是由于这部分人群并非购买珠宝的主力人群,所以光看不买的现象也就显得不足为奇。而陈老板却企图通过市场爆破引起购买狂潮,从而进行大规模的招商加盟以达到迅速回笼资金的目的,这种错误的想法一开始就为本次活动埋下了失败的伏笔。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 三、媒体选择不当。 前面已经提到,对于S市而言,珠宝的主力消费者为新婚人群。就该人群来看,其年龄分布主要在22~30岁之间,而其获得相关信息的主要载体则为电视、网络、时尚流行报刊及高级商场珠宝专柜。但D珠宝在媒体选用上却打错了算盘,为了节省费用又达到最大化的效果,D珠宝公司把广告打在了S市广播生活频道及S市晚报上面。不知各位是否常会看到这样的场景,在北方的清晨,老头老太们拿着收音机或晚报在街上边散步边听着看着,快乐的走在夕阳红的世界里。由此可知,D珠宝在媒体选用上产生了严重的错位。 同时,非常状况的出现也与D珠宝专卖店所处的位置也有明显的关系。前面已经提到,D珠宝专卖店处于金山路的尾部,该地段遍及着大量的平民住户。对于年轻人来讲,忙碌的工作使其很难收集到大量的废旧电池,而对于闲散在家的老年人来说,这却是茶余饭后的一个消遣型活动。所以,在活动开展的当天,老年人们蜂拥而至的场面也就并不奇怪,因为D公司选用的宣传媒体根本就是针对于S市的老年人,而非其主力购买人群。 四、对现场情况估计不足,前期准备欠妥。 在本次活动中,D公司的刘经理事先没有对可能发生的状况进行一个合理的预测与准备是活动泡汤的核心动因。其一,既然想进行市场爆破,那么D公司就应该慷慨一点,而刘经理却只选用了三十枚低档蓝宝石戒指作为活动的奖品,这从档次与数量上来说都让D公司显得有些底气不足,其二,既然是诱惑性的主题活动,那么D公司就应该考虑到现场的气氛必会出现一些混乱与骚动,所以加强保安力量并抽调他处的店员进行有力支援就显得十分必要。而在这方面,D公司领导层也并未准备,其三,对于现场,既然非常状况已经发生,那么刘经理就应该立刻采取应急措施,比如对没有领取到宝石的人群进行耐心的解释、及时their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 发放事先准备好的精美礼品及平时促销用的优惠券来缓解现场人群的激动情绪,从而阻止事态的进一步恶化。其四,在事后,D公司也未拿出有效的方案来对继续上升的态势进行及时弥补,最终本意良性的市场爆破演变为了恶性的市场爆破,“废旧电池换宝石”活动终于成了同行及消费者的笑柄,D珠宝的品牌力从而受到了重创。 案例纵述, 纵观全程案例我们不难发现,这其中暴露了目前国内珠宝业发展的诸多弊病——对于企业发展急于求成、缺乏科学的市场调查系统、市场策划人员素质薄弱、欠缺危机公关能力以及扭曲的品牌观念等等。的确,较之食品、酒水、服装等成熟行业,珠宝业则属于市场经济下的一个小老弟,他在不断跌倒与站起的过程中缓慢成长着。但是,如果想长得快、长得高的话,那么企业本身就要先从弥补自身的短板做起,比如树立正确的品牌观念、放慢步伐夯实市场、科学市调深挖核心利益点、加强市场销售人员及策划人员的素质水平、组建公关部预防突发危机事件等等。随着近些年DTC及BT对珠宝的大力推广,钻石、铂金已经逐渐走向了寻常百姓家,各珠宝企业应当抓住这个机会,不断完善品牌形象、提升营销部门战斗力、打造科学系统的销售渠道,方能在机遇中迎接挑战,屹立于不败之林， 打造顶尖珠宝品牌的三大利器 题记:工欲善其事，必先利其器。——《论语•卫灵公》 前言, 品牌即是顾客心中价值和利益的体现。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 对于加盟连锁公司来说,顾客分为终端顾客即消费者和渠道顾客即加盟商。首先,珠宝品牌必须打造消费者心目中的“服务品牌”和“款式品牌”,通过服务和款式来体现珠宝品牌的差异化赢得消费者,从而实现服务和产品的高度附加值,最终在消费者心中实现无法估量的品牌价值。再者,通过市场打造加盟商心目中的“盈利品牌”,使加盟商的利益得以实现,创造巨大的渠道品牌价值。 所以,只有具备了“服务品牌”、“款式品牌”、“盈利品牌”这三把“利器”,珠宝品牌才可能获得广泛的媒介传播,含广告和新闻传播,和大众,主要是加盟商、准加盟商和消费者,的口碑传播,建立在终端顾客,消费者,和渠道顾客,加盟商,心中最大的知名度、美誉度和忠诚度,从而确立“顶尖珠宝品牌”的强势市场地位。 以下将分别阐述如何打造“服务品牌”、“款式品牌”、“盈利品牌”这三大利器,分别是,抓住婚恋人群打造“服务品牌”、挖掘消费需求打造“款式品牌”和迅速开发市场打造“盈利品牌”。 抓住婚恋人群 打造“服务品牌” 一 .关于服务的价值 随着珠宝行业生产技术和生产硬件的同质化程度提高,各个企业生产的产品也越来越趋于同质化,导致差异化越来越小,最后竞争的结果的就是纷纷降价,致使行业微利时代的提前到来。珠宝行业的利润逐年下降,就是产品同质化,即钻石的原料、切割、镶嵌的差异越来越小,的结果。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 但是,以服务制胜的品牌却仍然赚取超过行业利润数倍的超值利润,而超值利润是品牌价值中的最重要部分之一,品牌价值主要由品牌资产、品牌超值盈利能力、品牌潜力三部分组成,,很多国际化的品牌都是通过服务来赚取超值利润,从而实现其品牌价值。 全球最著名的计算机领导品牌IBM 1995年的营业额已超过719亿美元,占领世界计算机市场85,的份额,在中国PC市场1994年-1995年的增长率达100,。很多分析认为是技术日益创新和IT业的整体兴旺造就IBM这个计算机业巨人,但是我们殊不知这些成功的背后首先得益于IBM总裁小托马斯•沃森介绍的IBM多年前在多种媒体上刊登的一则广告所体现的品牌精神,这则只用几个粗体字组成的一目了然的广告就是,“国际商用机器公司,IBM的全称,就是最佳服务的象征”。这句广告词虽然短小,但是它却简单而又透彻的了一个计算机的发明创造型企业50多年积累的品牌精髓和成功秘诀,靠最佳的服务占领市场。 二 .珠宝行业的服务现状 1. 同质化的售后服务, 珠宝行业的现今的同质化不光体现在产品上,在服务上也是产生了惊人的同质化,用的最多的就是调换同类首饰,含以小换大,、清洗、抛光、改指圈、焊接整形等服务,很多行业资深人士都认为这样做好售后服务,从而抓住了消费者的心。 但是,首饰属于耐用品难以损坏,维修服务的次数自然不多,从而维修服务对消费者的吸引力远不如家电、手机等一般日用品大,所以这对珠宝首饰的促销或品牌宣传的作用非常微弱。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 2.公益服务营销活动, 中国的公益营销的开山之作是农夫山泉的“一瓶水,一分钱”的成功促销,之后是巩俐为哈药六厂做的向希望工程捐款的电视广告,最近的是蒙牛的“航天奶”和海尔的“航天展”,这些公益促销大多取得很好的效果,虽然巩俐为哈药六厂做的电视广告涉嫌造假被封,但是哈药六厂还是一夜成名。 受其他行业公益促销的影响,珠宝行业的公益营销也比比皆是,比较熟悉的是爱迪尔珠宝的“关爱女孩行动”、潮宏基的捐助失学儿童的“春蕾计划”、六福的“亚姐”选美赞助、周大福与万科的房产开盘珠宝拍卖捐助公益事业等等。 三 .抓住婚恋人群做好目标顾客服务 服务的目的是售前促销或售后服务,所以做服务首先是找好服务对象,售前促销和售后服务的对象都应该是目标顾客群,但是如果对目标顾客不做细分就会陷入“广种薄收”和“吃力不讨好”的境地,也就是花了很多营销经费,但是服务对销售的促进作用很小。 珠宝行业的目标顾客在中国大陆区域来说是即将或正在恋爱或结婚的人群——我们暂将其定名为“婚恋人群”,但是在北京、上海、深圳、江浙等的部分区域出现了部分购买珠宝是为了衬托身份的的购买群,往往会重复购买,,在东北、成都等地又出现了为了相互攀比的购买群,但是这两部分顾客的数量在目标顾客总量中占的比例较小,而且其中还有很大部分也属于“婚恋人群”,所以珠宝行业的目标顾客还是以“婚恋人群”为主。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 对于维修服务,珠宝行业现今对所有购买者或所有消费者均做相同的服务,使得我们的目标顾客——“婚恋人群”只感受所有企业“浅尝辄止”的服务行为,未能抓住核心目标顾客的心理需求。 就公益服务活动而言,农夫山泉和海尔等日用品有着广泛的目标顾客,几乎所有成年居民都可算其目标顾客,,所以其公益服务活动对其目标顾客不会产生目标受众偏差。 既然珠宝行业的目标顾客是婚恋人群,我们要满足目标顾客心理需求就必须从“结婚”和“恋爱”这两个方面着手,充分发掘婚恋人群的需要,从而打动婚恋人群的心。 对于婚恋人群的服务是要满足其心理需求的,所以我们的服务要注重其精神需求,可以定位为“情感服务专家”,真正做到顾客心中的“情感品牌”,此类服务做法可举例如下, 1.为顾客提供新婚、婚庆祝福,此项部分珠宝品牌已经在开展,但力度还需加强, 2.为顾客的恋爱别处心裁的服务,如爱迪尔珠宝的“会说话的玫瑰话传递你的爱”,录音玫瑰,、潮宏基的“爱要勇敢说出来”,录音小熊,等, 3.立足顾客情感的深层心理需求,切实解决顾客,特别是女顾客,情感困惑或问题,服务的方式可以如下, ,1,充分利用企业内部资源,主要是在每个终端设立情感信箱,顾客和非顾客都可以随时把自己的情感困惑或问题寄到指定地点,由专门指派的客服人员予以回复,同时对于典型或精彩的问题会在品牌宣传内刊上登载,同时在企业网站或门户网站上设立情感专区,用于顾客及非顾客讨论情感问题等等。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. ,2,与电台或大型杂志合作,在全国范围内设立情感专题或热线,接听和收集市民情感咨询,并解决其情感问题,注意活动冠名和在活动中把品牌宣传有机结合起来。 ,3,建立情感俱乐部,使顾客和非顾客在俱乐部中充分交流情感及生活等,周大福等品牌已经推出了“唯爱,VIP,俱乐部”,但是唯爱,VIP,俱乐部只是一个会员俱乐部,没有从顾客的情感需求上考虑,虽然举办过高尔夫球赛等俱乐部活动,,所以其效果也是难免会有所局限。 挖掘消费需求 打造“款式品牌” 珠宝品牌与其“款式品牌”相当于其他行业中的“母品牌”与“子品牌”的关系,同时款式品牌是设计能力的反映,所以款式品牌也是珠宝品牌的核心竞争力的体现和核心优势之一,属于产品的“硬件”范畴,要长期做顶尖的珠宝品牌,做好“款式品牌”是必经之路。 DTC,戴比尔斯国际钻石推广机构,的“绝配”和“惹火”系列在消费者心中的地位是非常知名而又高档的,“绝配”和“惹火”等款式的成功也继续造就了DTC在中国珠宝行业的广泛的影响力和号召力,使得香港的很多知名品牌周大福、谢瑞麟、六福等和国内大型的钻石卖场如恒信钻石推广机构等在款式诉求和款式推广都难望其项背,注,“绝配”和“惹火”系列曾被周大福其他诸多品牌代理销售,,这一点可以从市场和顾客的反映轻易得出以上结论。 既然“款式品牌”对打造“顶尖珠宝品牌”如此重要,那如何去打造知名的款式品牌呢,从对珠宝行业的现状分析得出的结论如下, 一. 建立“款式经理制”,款式创新及推广规范化 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “款式品牌”相当于“子品牌”,我们可以很好把宝洁的“品牌经理制”引用过来,“款式经理”要对整个“款式品牌”的知名度和单款的销售量负全责, “款式经理制”的主要职责依次是,市场调查、确定款式、研究与开发、广告推广方案确定及开展、促销推广方案确定及开展、服务推广方案的确定及开展、市场效果评估与分析、长期推广该款或总结进入下一款式工作的开展。 二.注重款式市场调查,实行“新款奖励”机制 主要方法是设立“新款贡献奖”,从市场开拓人员、品牌策划人员、款式研发人员到客服人员、终端导购员都可创立新款,只要能把款式名称的由来、款式结构流行的原因、款式推广的简要说明,也可后期策划,等以书面的形式写出来,再经过总部市场开拓人员、品牌策划人员、款式研发人员、客服人员及聘请的专业人士评选,把其中最佳的款式评出来作为新款推出,对最佳款实行奖励,对于其他优秀的款式也可备案侯用。 在新款销售3-6个月后,如果以上款式的知名度和销量大大超过其他款式则再次对提出此款的人员和款式经理及其团队实行重奖,以激励优秀的款式不断被提出和有效的推广,真正打造顾客心中知名的“款式品牌”。 三.注重推广方式创新,节约经费和提高知名度 1. 注意新款与新闻事件或时尚事件结合。如“金六福”在申奥成功的第一时间成为“申奥指定庆功酒”、“神五”上天后蒙牛的“航天奶”、海尔的“航天展”等推广方式尤其值得珠宝行业借鉴,“六福”的亚姐“权杖”赞助也值得大力借鉴,要强化对新闻事件或时尚事件高度敏感的觉察力和运用力,从而节约推广经费和提高知名度。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 2. 注重推广细节的创新。如制作“新款销售指导光碟”给市场人员、客服人员、导购员等认真学习,还可制作“新款文化说明光碟”在终端播放,促使顾客做出购买的决定。 迅速开发市场 打造“盈利品牌” 品牌的价值其中一个重要的方面就是品牌的超值盈利能力,也就是必须有高于一般非品牌或不知名品牌的利润的产生,要使这个超值利润产生,就必须得与渠道商或加盟商合作做好市场,使终端盈得超值利润,打造加盟商心目中的“盈利品牌”,使加盟商的利益得以实现,创造巨大的渠道品牌价值。 一,渠道的价值实现首先依靠渠道宽度,数量,和广度,种类,的发展,经调查研究得到渠道的新的发展方法如下, 1. 与大型KA终端,超大型终端,合作,走商超百货中低端路线, 可与外资的沃尔玛、家乐福及台资的新一佳、万佳、佳华等的总部合作,在其每个店内设立专柜,由于是和其总部合作就便于更充分的利用品牌优势及加强渠道管理等,同时也节约了谈判成本,商定后再由加盟伙伴代表总部快速和大量的进驻这些终端,此举对于迅速扩展终端网点极为有效,但是针对的消费者是中低端收入者。 2. 与知名服饰、化妆品连锁店合作,建立“形象设计站”,走高端路线, 与知名服饰、化妆品的连锁店合作,在其店内展示或直接售卖珠宝,每个店配备有形象设计师,要求形象设计师能够利用服饰、化妆品、珠宝首饰等对顾客进行全方面的包装,即设立“形象设计站”,顾客也可在此“形象设计站”内“一站式”购物,不需在商场中“累断双腿式”their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 地挑选,也节省了顾客的购物时间和购物精力,同时也使得服饰、化妆品、珠宝等品牌多方受益,此举对于提高品牌知名度和美誉度比较适用,且可以在形成一批忠诚的高端收入者。 3. 建立珠宝营销学院,开展“服务式加盟”, 在每年的销售淡季一般是3-4月和6-9月开设“珠宝营销学院”,对想从事珠宝行业或已经从事珠宝行业的经营人士,即非加盟商、准加盟商和加盟商,进行培训,培训的内容涵盖珠宝知识、市场分析、顾客建档分析、人员管理、店面管理、促销控制执行、财务管理等等。 经初步分析,“珠宝营销学院”的巨大作用如下, ,1,使参加者感受到品牌经营的专业性,吸引非加盟商加盟, ,2,培养出合格的终端管理及营销人员,可直接输送到新老加盟商店内担任店长、柜长、促销管理、导购员等,可以规范而又专业地开展工作,减少了培训费用,也加强了加盟商的支持,同时通过“珠宝营销学院”也扩大了在行业中影响力和知名度。 ,3,切实使加盟商学到各方面知识,为规范渠道和开发、合作、市场打下坚实的基础。 二,渠道的超值价值的实现最终落实在与加盟商合作盈得超额利润,超额盈利的方法如下, 1. 建立终端周报表,及时发现和解决问题。 终端店管理人员要每周填写一次的周报表,周报表的内容可以是当地问题阐述、需要总部解决的事项阐述、竞争对手的营销策略或活动汇报、店内当前各种困难阐述、款式销售排their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 行比较等内容,以此来了解每个时段各地市场即情况,同时也帮助加盟伙伴解决店内的实际问题, 2. 定期终端管理人员电话会议制度,合作管理市场。 通过定期电话会议,通过每个终端的管理人员了解到各地当时市场动向,及时发现和处理当地加盟店的问题,同时对货品的需求及顾客对款式喜好成都也可做出即时分析,达和加盟商合作市场双赢的目的。 3. 加强奖励,争取双赢。 ,1,价格折扣,按照付款的形式或速度不同采取不同的折扣,如付现金的折扣低、延期付款折率稍高等方法促使尽快回款,使总部现金流运转正常。 ,2,广告补贴,对于在省级卫视或大型户外广告牌或宣传活动的经费可由总部分担部分,分担的款项将在年底从货款中扣掉。 ,3,建立加盟商信用分级制度,正常运转现金流。 对加盟商以往的进货量及还款速度等做好记录,按照以往记录对加盟商实行分级管理,以往的进货量大及还款速度快的加盟商的信用就高,信用高的加盟商的享受的折率也就低些,同时一次可赊销的货款就相对多些。由于前期进货量大才可取得较高等级,可以降低一次赊销风险,还款速度快才可取得较高等级,便于收回现款,同时也便于优质加盟商自身的现金周转。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 综上所述,珠宝品牌如果具备了服务品牌、款式品牌和盈利品牌这三大“利器”,就赢得了消费者心中的知名度和忠诚度,同时也做到了在渠道和终端制胜,从而赢得了加盟商的信赖和支持。所以,做好了珠宝行业的服务品牌、款式品牌和盈利品牌,才能“善其事”,即成为行业的领导者——顶尖珠宝品牌。 陈国华 曾任上海脑力键生物科技有限公司深圳分公司市场策划及市场部经理、意大利芭伊娜国际,香港,化妆品公司中国总部策划总监、深圳爱迪尔珠宝首饰有限公司品牌及营 2005年上半年兼任“2005销策划兼设计,现任中饰广告公司营销策划兼《饰界》杂志编辑, 精品首饰精英模特大赛深圳、贵州、长春赛区选拔赛总策划。联系方式,chuhe168@126.com 周大福,珠宝业精益化营销经营的典范 1985年，著名国际管理专家丹尼尔•T•琼斯(Danil T.Jones)组织了50多位专家用了5年时间对17个国家的90家汽车制造企业进行了分析比较后，发表了著名的报告——“改变世界的机器”(The Machine That Changed The World)。在该报告中专家们仔细分析了丰田公司的运作模式，专家们发现丰田公司虽然没有什么惊人之举，但在世界各个市场都占有一席之地，而且丰田公司的利润比通用和福特两家汽车公司之和还高出两倍多，其拥有的交易所证券总价值高于通用、福特、克莱斯勒三大汽车巨头的总值。专家们对丰田的成功运营模式进行了总结分析后，发现丰田的运作模式与美国汽车企业有很大的不同，也正是这种特殊的模式造就了丰田在汽车业的王者地位，并认为这种模式是制造工业的又一次革命，这种模式就是备受推崇的“精益生产”(Lean Production)模式，“精益生产”模式的运用成就了丰田的强大实力，也成就了日本经济的迅速崛起。 精益生产模式经过国内外诸多企业的运用和发展,在注入了现代市场营销的理念后,逐步形成了一种更为优化的企业营销模式——精益化营销经营。所谓“精益化营销经营”即是指企业要确立战略性营销思维,基于企业价值链对营销资源进行有效的整合、集约与经营,摒弃追求短期销量增长的营销模式,以提升营销的价值为核心,走营销的集约化成长模式,追their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 求市场份额规模、市场份额质量、企业效益的同步增长,从而建立起企业长期的战略性盈利基础。 精益化营销经营最重要的特点就是追求营销资源的合理配置,同时致力于企业营销效率与效益的提高,向营销要利润。如何提高珠宝业的营销效率与效益,如何向营销要长期的战略性利润,这些都是珠宝企业现在需要迫切解决的重大难题,本文即以品牌价值达69.63亿元、唯一跻身于“2004中国500最具价值品牌”前200位的珠宝品牌,排名第66位,——周大福珠宝为典型案例,通过对观其70多年来的经营历程来分析珠宝业精益化营销经营的全方位策略。 市场细分与目标顾客 精益化营销经营的两个特点体现在“精”和“益”两个字上,“精”即是要求企业对营销资源进行合理配置,针对不同类型的顾客使用不同的营销资源和策略,满足不同类型顾客的不同需求,使顾客购买适合自己的产品,从而获得更大的市场占有率和企业利润,即获得“益”——长期的战略性盈利基础。 企业要满足不同类型顾客的需求,首先就要对顾客进行分类即市场细分。市场细分的具体作法是, 了解客户的年龄、性别、收入、职业、教育程度、地址等基本信息,对客户的婚姻、配偶、家庭状况、疾病、爱好等方面的信息搜集也要注重,通过数据挖掘和客户行为研究,对客户信息进行分析和处理,以确定特定消费群体及个体的兴趣、消费习惯、消费倾向和消费需求等,从而明确特定客户的特征,并找到不同的目标顾客。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 目标顾客即是从大众市场中细分出来的产物,是由一群在某些方面极为相似的消费者组成的顾客群。 著名营销专家菲利普•科特勒用“策略营销的4P”来阐述了市场细分和发现目标顾客的过程, 第一个是Probing:可译为“探查”,即针对选定的市场进行调查,从而知道市场里有些什么顾客或潜在顾客,而且要尽量详细去了解他们需要什么样的特征的产品。 第二个是Partitioning:一般称为“分割化”或“细分化”,即在探查完毕后将顾客进行分类,形成不同的目标市场。 第三个是Prioritizing,可译为先后排序,即根据企业自身的资源区分不同目标市场的类型和重要程度的次序。有些目标市场是利润或获利潜力巨大的,在资源足够的情况下,我们就必须全力抓住这个目标市场,有些市场虽然是获利潜力很大,但是如果我们的资源不够,企业就可以把这个目标市场作为未来的发展计划,有些市场的获利甚少或无潜力可挖,企业就应该转移重心,减少对这个目标市场的投入或完全舍弃这个市场。通过这种先后排序,企业就做到了对营销资源的合理配置。 第四个是Positioning:一般我们称为市场定位,即在不同的目标市场中确定我们的产品想要占有的地位。在有的目标市场可能是领导者,在另外的目标市场也可能是追随者。 周大福的市场细分和目标顾客策略可谓在其企业初创期已经开始,周大福的董事长郑裕彤先生早期在做周大福店员的时候就经常到澳门码头说服有实力的客人到店购买或兑换黄金。在《鲨胆大亨——郑裕彤传》一书中是这样描述郑先生当时这一举措的,“他学会了观their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 察人,凭一种直觉,便知哪类船客急需将金银兑换成‘散纸’,当地通行的纸币,使用,但他却说不上一个‘道道’来。郑裕彤‘逮’住的船客,八九不离十需要兑换,他又八九不离十将‘逮’准的船客‘逮’回周大福”。这段描写,说明郑先生当时已经非常善于凭经验和眼光发现和细分目标顾客。 在接下来的改革开放初期,由于受到当时中国大陆黄金经营政策的限制,周大福不能直接在内地市场大面积地售卖珠宝。这时的周大福选择了立足于香港珠宝市场,以大陆来香港的游客为目标市场的营销策略。具体的做法是与香港旅游部门挂钩,周大福门店成为香港定点的旅游购物景点,不仅带动了产品的销售,而且提升了“周大福珠宝”在内地客人心目中的品牌形象和知名度。这一营销策略至今还为香港珠宝业和其他行业津津乐道和延续使用。 近年来,周大福对目标市场细分的策略更为成熟,从其最近推出的部分款式就能明显看出其市场细分策略的精细和独到之处, 绝配组合系列——该套配可以随意变换不同戴法,满足女性求变的消费心理。 绝泽珍珠系列——将颗颗富有水的灵性与生命力的珍珠置于流畅、唯美的线条之中,增添了女性的清新风格,定位为热爱自然、追求意境的女性之首选。 绝色红蓝宝系列——将性感魅惑、甜蜜动人与浪漫鲜明、前卫个性的元素完美结合,将女性妩媚动人的气质演绎到极致,定位为摩登女郎心中的至爱。 2001年首先在香港推出CTF.2,周大福年青新一代,更是说明了周大福目标市场细分策略的炉火纯青, their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. CTF.2是由周大福延伸出来的第二品牌,产品新潮、流行,价格从50元到5000元不等,针对的是最年轻新一代的消费群,随着年龄增长,这些在年轻时形成品牌忠诚度的顾客又将成为是周大福的另一类型的目标顾客。由此可见,这一目标顾客细分策略可谓一举多得。 有效媒体与分众传播 精益化营销经营的另一个特点就是节约营销资源,为了做到精益化营销经营的效果,就必须选择有效的传播方式和途径来节约营销费用和资源。由于传播分为大众传播和分众传播,一般通过大众传播的有效媒体和有效的分众传播来达到有效传播的目的。 1.大众传播的有效媒体 大众传播即是通过大众媒体如电视、广播、报纸、杂志等对大众进行无受众区分性的传播方式。 所谓有效媒体即是在特定的时间或地域对应于不同的目标顾客所使用的媒体工具,并且所选媒体工具是针对该目标顾客最有效的传播媒介。但是对于不同的时期和地域,对应的有效媒体并不一样甚至会有很大的差异。 现在分析一下当今大中城市大众媒体中对珠宝业来说的有效媒体,从电视、广播、报纸、杂志等媒体的传播效果比较来看,由于珠宝首饰是有丰富文化和情感内涵的奢侈品,故应该选择涵盖声、光、影三种表现力的电视媒体来体现这种内涵为佳,下面是2004年1-7月上海珠宝首饰广告投放量的统计表,由此表可看出电视广告所占的比例最大,88,,,这也从市场的实际情况说明了电视广告在当今的大中城市是比较好的有效媒体。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 由于电视广告对珠宝首饰的表现力最强,周大福也十分注重对电视广告的投入,同时还通过高超的广告创意来充分表现珠宝首饰的璀璨和诱人光芒。 周大福在和DTC合作推广“惹火”系列钻饰时,其中一个广告是男主角因为太痴迷女主角所戴的“惹火”钻饰而撞到玻璃的情节,最后配上“都是钻石惹的祸”的主题,恰如其分地表现了“惹火”钻饰的主题涵义,给观众留下了深刻印象,致使其销售量大大高于一般珠宝款式。 周大福75周年时推出一系列全新电视广告《情钻童话》配合宣传,广告的创意是这样的, 两名充满稚气的小孩做主角,以人小鬼大的方式演绎出一段段情意绵绵的爱情对白,透过两小无猜的对话带出一些首饰的信息小百科。两名小演员的对白生动活泼,虽然带点笨笨的感觉,但总令人会心微笑,小小男主角更是精灵可爱,且动作多多,表情十足,成为全片焦点,十分讨人喜爱。而广告最成功的地方之一,就是每个版本的结尾都是重复一句广告语,每次由小男孩发表钻饰信息后,小女孩就会问一句,“你怎么知道呢,”小男孩就会接上一句,“是周大福告诉我的。”语气调皮幽默,迅速令人留下深刻印象,成为大家的热门话题。 可知专业的市场推广宣传可以赋予珠宝情感,满足消费者感性的需求,同时又包含了珠宝知识的公益宣传,确实比围绕打折、送礼宣传等的广告手法高明许多,带来的效果自然也不可同日而语了。 2.分众传播的有效性 由于大众媒体广告费用的不断增加,加之大众传播的目标性不强,导致了很多营销费用浪费在非目标人群上。为了减少或避免营销费用浪费在非目标人群上,就必须选择直接针对their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 目标顾客的传播媒体和传播途径,这种利用不同于大众传播的传播媒体和传播途径的方式被称之为“分众传播”。 清华大学新闻与传播学院熊澄宇副院长曾给“分众传播”下了最直白的定义,“见人说人话,见鬼说鬼话,看人说话,量体裁衣,就是分众传播的通俗解释。”用营销理论来说,分众传播就是针对不同的对象,用不同的途径,传播不同的内容。 周大福的分众传播策略主要体现在营销活动上,旨在通过举办或参与各种活动将产品信息有效地传播,使得对这些活动感兴趣的人群成为分众传播的各类受众, ,1,与高档品牌或活动联合,吸引高端顾客。 ?2004年9月,周大福参与香港艺人高尔夫协会成立庆典暨周大福棕榈岛高尔夫邀请赛,牵手高尔夫,并为高雅休闲的高尔夫运动专程设计了一系列钻石、 K 金、红宝石的高尔夫手链作为奖品,将珠宝的魅力演绎在绿色的运动场上。 ?2005年9月,周大福拿下法拉利在中国数个城市的经销权,与法拉利共享高端顾客群。 ?周大福与意大利著名服装品牌MaxMara首度携手推出“周大福经典时尚珠宝秀& MaxMara秋冬时装展”,使人们首次感受到了完美搭配所缔造的经典、时尚之美。 ,2,举办时尚活动或展览,吸引时尚人群。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. ?在大连现代博物馆举行“2004经典•永恒的时尚——Chow Tai Fook Perfect Life”珠宝秀及“Sparkle in Time——花影流金”2005珠宝艺术展,演绎钻石文化,展现周大福经典、时尚的品质。 ?在北京工人体育场有璟阁举行“经典•永恒的时尚——周大福 2005 主题时尚PARTY”,现场模特独特的变幻演绎出珠宝与不同艺术元素的碰撞。飘逸多姿的嫦娥、优雅柔媚的白娘子、飒爽英姿的刀马旦等把每一种珠宝的“性格”表现得淋漓尽致,数十位演艺明星及文娱界知名人士的到场,更为盛宴增添了光彩。 ,3,创新分众传播方式,发掘潜在顾客。 ?创办杂志《Perfectlife(完美时尚生活手册)》,企业内刊,,使更多的喜欢珠宝首饰者和时尚人士变成周大福的潜在顾客,且使这些顾客更为深入地了解周大福的产品。 ?周大福携手上海国际田径黄金大奖赛,周大福珠宝将为赛事提供其形象产品“祥龙”足金摆件作为奖品,取代一般比赛中的金牌和金杯,扩大在中国市场的品牌影响力,并进一步介入贵重收藏品市场。 ?周大福签下乐坛超人气新星金莎,让她成为2005年其子品牌CTF.2即周大福年青新一代的形象代言人,并为CTF.2配唱广告歌曲《第三滴眼泪》,使得CTF.2的品牌信息随着《第三滴眼泪》的流行迅速进入CTF.2的分众市场——年轻时尚人群的视野。 有效媒体与分众传播 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 精益化营销经营的另一个特点就是节约营销资源,为了做到精益化营销经营的效果,就必须选择有效的传播方式和途径来节约营销费用和资源。由于传播分为大众传播和分众传播,一般通过大众传播的有效媒体和有效的分众传播来达到有效传播的目的。 1.大众传播的有效媒体 大众传播即是通过大众媒体如电视、广播、报纸、杂志等对大众进行无受众区分性的传播方式。 所谓有效媒体即是在特定的时间或地域对应于不同的目标顾客所使用的媒体工具,并且所选媒体工具是针对该目标顾客最有效的传播媒介。但是对于不同的时期和地域,对应的有效媒体并不一样甚至会有很大的差异。 现在分析一下当今大中城市大众媒体中对珠宝业来说的有效媒体,从电视、广播、报纸、杂志等媒体的传播效果比较来看,由于珠宝首饰是有丰富文化和情感内涵的奢侈品,故应该选择涵盖声、光、影三种表现力的电视媒体来体现这种内涵为佳,下面是2004年1-7月上海珠宝首饰广告投放量的统计表,由此表可看出电视广告所占的比例最大,88,,,这也从市场的实际情况说明了电视广告在当今的大中城市是比较好的有效媒体。 由于电视广告对珠宝首饰的表现力最强,周大福也十分注重对电视广告的投入,同时还通过高超的广告创意来充分表现珠宝首饰的璀璨和诱人光芒。 周大福在和DTC合作推广“惹火”系列钻饰时,其中一个广告是男主角因为太痴迷女主角所戴的“惹火”钻饰而撞到玻璃的情节,最后配上“都是钻石惹的祸”的主题,恰如其分地表现了“惹火”钻饰的主题涵义,给观众留下了深刻印象,致使其销售量大大高于一般珠宝款式。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 周大福75周年时推出一系列全新电视广告《情钻童话》配合宣传,广告的创意是这样的, 两名充满稚气的小孩做主角,以人小鬼大的方式演绎出一段段情意绵绵的爱情对白,透过两小无猜的对话带出一些首饰的信息小百科。两名小演员的对白生动活泼,虽然带点笨笨的感觉,但总令人会心微笑,小小男主角更是精灵可爱,且动作多多,表情十足,成为全片焦点,十分讨人喜爱。而广告最成功的地方之一,就是每个版本的结尾都是重复一句广告语,每次由小男孩发表钻饰信息后,小女孩就会问一句,“你怎么知道呢,”小男孩就会接上一句,“是周大福告诉我的。”语气调皮幽默,迅速令人留下深刻印象,成为大家的热门话题。 可知专业的市场推广宣传可以赋予珠宝情感,满足消费者感性的需求,同时又包含了珠宝知识的公益宣传,确实比围绕打折、送礼宣传等的广告手法高明许多,带来的效果自然也不可同日而语了。 2.分众传播的有效性 由于大众媒体广告费用的不断增加,加之大众传播的目标性不强,导致了很多营销费用浪费在非目标人群上。为了减少或避免营销费用浪费在非目标人群上,就必须选择直接针对目标顾客的传播媒体和传播途径,这种利用不同于大众传播的传播媒体和传播途径的方式被称之为“分众传播”。 清华大学新闻与传播学院熊澄宇副院长曾给“分众传播”下了最直白的定义,“见人说人话,见鬼说鬼话,看人说话,量体裁衣,就是分众传播的通俗解释。”用营销理论来说,分众传播就是针对不同的对象,用不同的途径,传播不同的内容。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 周大福的分众传播策略主要体现在营销活动上,旨在通过举办或参与各种活动将产品信息有效地传播,使得对这些活动感兴趣的人群成为分众传播的各类受众, ,1,与高档品牌或活动联合,吸引高端顾客。 ?2004年9月,周大福参与香港艺人高尔夫协会成立庆典暨周大福棕榈岛高尔夫邀请赛,牵手高尔夫,并为高雅休闲的高尔夫运动专程设计了一系列钻石、 K 金、红宝石的高尔夫手链作为奖品,将珠宝的魅力演绎在绿色的运动场上。 ?2005年9月,周大福拿下法拉利在中国数个城市的经销权,与法拉利共享高端顾客群。 ?周大福与意大利著名服装品牌MaxMara首度携手推出“周大福经典时尚珠宝秀& MaxMara秋冬时装展”,使人们首次感受到了完美搭配所缔造的经典、时尚之美。 ,2,举办时尚活动或展览,吸引时尚人群。 ?在大连现代博物馆举行“2004经典•永恒的时尚——Chow Tai Fook Perfect Life”珠宝秀及“Sparkle in Time——花影流金”2005珠宝艺术展,演绎钻石文化,展现周大福经典、时尚的品质。 ?在北京工人体育场有璟阁举行“经典•永恒的时尚——周大福 2005 主题时尚PARTY”,现场模特独特的变幻演绎出珠宝与不同艺术元素的碰撞。飘逸多姿的嫦娥、优雅柔媚的白娘子、飒爽英姿的刀马旦等把每一种珠宝的“性格”表现得淋漓尽致,数十位演艺明星及文娱界知名人士的到场,更为盛宴增添了光彩。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. ,3,创新分众传播方式,发掘潜在顾客。 ?创办杂志《Perfectlife(完美时尚生活手册)》,企业内刊,,使更多的喜欢珠宝首饰者和时尚人士变成周大福的潜在顾客,且使这些顾客更为深入地了解周大福的产品。 ?周大福携手上海国际田径黄金大奖赛,周大福珠宝将为赛事提供其形象产品“祥龙”足金摆件作为奖品,取代一般比赛中的金牌和金杯,扩大在中国市场的品牌影响力,并进一步介入贵重收藏品市场。 ?周大福签下乐坛超人气新星金莎,让她成为2005年其子品牌CTF.2即周大福年青新一代的形象代言人,并为CTF.2配唱广告歌曲《第三滴眼泪》,使得CTF.2的品牌信息随着《第三滴眼泪》的流行迅速进入CTF.2的分众市场——年轻时尚人群的视野。 核心竞争与产品差异 精益化营销经营强调向营销经营要利润,企业营销经营的主要利润保障在于企业的核心竞争力。所谓核心竞争力就是指能使企业为顾客带来特别利益,使企业获取超额利润的一类独特的技能和技术。 企业的核心竞争力主要包括技术核心竞争力、产品核心竞争力等,下面分别分析周大福的这两方面的核心竞争力的塑造。 一,收购南非钻石工厂及戴比尔斯牌照,取得技术上优势, 南非的戴比尔斯公司控制了全球8成的钻石,对世界各地的客户采取分配的形式,共发给全球钻石商约500 张戴比尔斯牌照,客户凭牌照购买一定限额的钻石,没有这种特殊their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 牌照就不能进入戴比尔斯设在伦敦的经销总部批购钻石。当时很多没有牌照的钻石商就只能从欧美的珠宝行购买价格更昂贵的钻石,显然在与有牌照的珠宝商的竞争中处于劣势。 1964 年,郑裕彤先生获得银行贷款飞往南非约翰利斯堡,郑裕彤买下了一间陷入财务危机的钻石加工厂,该厂拥有10 多张戴比尔斯牌照。这些牌照使得周大福获得了戴比尔斯的钻石原石坯加工琢磨和钻石原坯配售权,保障了周大福的最低的原料成本。再者,周大福有了自己的钻石和首饰加工厂,完全自己生产所售卖的各类首饰,减少了中间环节,使生产成本降至最低,从而降低经营成本。由于钻石原料成本和经营成本同时降低,使周大福在市场上拥有了更强的竞争力。 二,首创999.9纯金差异化战略,取得产品上优势, 企业要在产品上取得长期的竞争优势和超额利润,就必须实现产品差异化战略。所谓产品差异化战略即是将产品差异化,树立起一些全行业范围中具有独特性的东西,向顾客提供高于行业一般产品的额外价值,而顾客也将支付额外的费用来回报这种额外价值,从而产生高于行业平均水平的超值利润。 具有半个多世纪发展历史的香港金银贸易场,交易黄金的成色一律为99,,即九九金,,九九金同时为香港金行所认同。周大福在产品上的差异化战略是推出99. 99,足金,即4个九足金,,在珠宝业界造成轰动效应。4个九足金的成功既为周大福带来丰厚的盈利,更带来良好的信誉,顾客皆说周大福的金,4个九足金,一点不“堡水”,掺假,。 规范运营与诚信服务 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 精益化营销经营的目的之一是建立起企业长期的战略性盈利基础,这个盈利基础的建立必须有两个内外条件, 在企业内部的条件是建立一套规范的符合企业发展的利益产生模式,即是规范化的企业良性运营模式。 在企业外部的条件是与目标顾客建立良好的客情关系,这种良好的客情关系的建立依赖于企业优质的服务和诚信经营道德。 周大福以69.63亿元人民币的品牌价值跻身于中国500最具价值品牌之列,排名第66位,成为前200位中惟一获此殊荣的中国连锁珠宝品牌,这说明了周大福品牌找到了符合企业发展的利益产生模式即规范化的企业良性运营模式。 同时,周大福还荣获了“2004最受消费者欢迎品牌”,在广大消费者中得到了认同。说明周大福建立了建立良好的客情关系。 一. 营运模式的规范化 1.建立公司化的运作模式 在20世纪60年代,周大福放弃了传统的金铺、分店的经营模式,组建了“周大福珠宝金行有限公司”,并以连锁店的形式经营拓展市场,成为香港黄金珠宝业最早的有限公司机构,从而使单纯的“店铺式”经营转变为“公司化”运作,找到了周大福做大、做强的发展之路。 2.CI及店面形象规范统一 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 2004年7月,周大福在北京新世界专卖店首次启用其全新的双“C”新标识,并以新世界店作为全新形象店,逐步统一全国300多家店铺的店面形象,充分展现周大福的经典与时尚完美的结合的全新形象,令广大消费者留下清新而又深刻的印象。 3.加强加盟店的市场管理 虽然5万加盟费、10万品牌授权费的加盟经营形式对周大福在内地市场化的快速扩张助益良多,但是加盟店铺货的混乱甚至窜货,以及零售价难以控制和乱打折现象严重影响了周大福的品牌形象。 为了取得在珠宝成熟市场上的竞争优势,周大福于近年开始回收部分大中城市如北京、上海、广州、深圳、南京、成都、长沙等地的品牌代理经营权,全部改为自营店以加强管理,从而取得这些成熟市场的竞争优势和长远利润。但是,在安徽、山东、江西等地区非成熟市场,周大福将继续以特许经营的方式来快速地开拓这些市场。 二. 建立良好客情关系 1.一口价策略确立诚信 在终端的珠宝售卖过程中,珠宝首饰的价格远远高于其本身价值的不正常现象,使消费者对于珠宝饰品是否物有所值充满怀疑,大大地破坏了珠宝业的消费者诚信。 为了解决消费者诚信受损的问题,周大福创新性地推出了“珠宝首饰一口价”的销售策略,并向消费者说明,珠宝产品成本加上合理的利润就是产品的售价。周大福通过这种“一口价”的销售模式,不光节省了消费者讨价还价的时间,而且找回了消费者诚信,让顾客真正体验货真价实的感受。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 2.以优质服务赢得顾客 周大福的董事黄绍基先生强调,周大福的成功,有赖全方位的售后服务,顾客到周大福购物,将得到全面的购物保障,如内地游客来港购物时,可返回内地各周大福分店进行维修,因为周大福已将售后服务网络延伸至全国各地,方便顾客享用优质的售后服务。 同时,周大福还把为消费者提供优质服务作为公司不断提升品牌形象和企业长远发展的保障,也作为周大福全体人员要必须做好的一项非常重要的工作。 人格化,让珠宝品牌成为魅力明星 引言: 广告大师威廉•伯恩巴克认为,每种成熟产品都产生了一种与人们的心理有着微妙联系的东西,即“发现与生俱来的戏剧性”。用市场营销的理论可以解释如下,产品和品牌都相当于一个“演员”,市场就是一个“舞台”,如果产品或品牌在市场这个“大舞台”上把戏剧演得出神入化,就会被观众追捧,成为人尽皆知的魅力明星,那么成为“魅力明星”的产品或品牌还愁不被“舞台”——产品或品牌所在的市场认可吗,这种把品牌当作“演员”,把市场作为“舞台”,将品牌变成“演员”甚至打造成“魅力明星”的过程就被称为“品牌人格化”。 在“指标网”、“零点调查”和前进策略公司于北京、上海、广州、武汉、成都、大连、西安、郑州、沈阳和南京10个城市采用多段随机抽样对4251位普通居民进行多段随机抽样后的入户访问基础上形成的《中国品牌人格化特征研究报告》有这样的结论,从某种程度来说,品牌人格化水平是品牌成熟度的重要标志,它显示品牌建设者已经能从单纯的产品生产与对外传播发展到积极塑造吻合消费者内在需求的有形产品和无形价值。所以,品牌人格化their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 对品牌的价值和成熟度等方面都起到了举足轻重的作用,本文将重点阐述如何打造珠宝品牌的人格化魅力,也就是如何成为珠宝品牌中的“魅力明星”。 品牌形象拟人化,培养珠宝业的潜质明星 “品牌就是人,人也是品牌”,这句营销界的流行语精辟地阐明了品牌与人之间的关系。我们可以如下理解,打造一个人格化的“魅力明星”品牌就如同培养一个真正的明星一样,前期的出身或来历、后期的包装及性格培训等必不可少,就如同发现和包装一个有潜质的明星,为其日后成为“魅力明星”打下坚实的基础。下面将从品牌的起源、造型、性格三方面予以详细论述。 一. 品牌起源传奇化 首先,品牌来源传奇化符合人类潜意识的要求。人们的潜意识里认为非凡人物的出生之时就不同凡人,古时圣君中的“尧”乃其母“怀胎十四月而出”说明其贤德早已注定,《红楼梦》中贾宝玉也系“衔玉而生”因而得名,甚至把宝玉杜撰成“女娲补天”留下的宝石,,这些传说都是为了显示他们与常人的不同。品牌起源传奇化满足了人们潜意识的猎奇心理,使人们对这样的品牌有深刻的印象和更多的关注。 再者,品牌来源传奇化符合人类传统观念的要求。《三国演义》中“褒刘,刘备,贬曹,曹操,”就是因为刘备的出身是正统的“大汉中山靖王之后”,而曹操只是“宦官之后”,所以人们以传统观念从出身上早就对他们分出高下了,中世纪的欧洲的法兰西、英格兰、意大利等国的皇室后裔有时直接当上他国的国王,这说明中外各国人们的传统观念是一致的,也就导致人们对品牌起源传奇化的要求也是一致的观念。起源传奇化的品牌诞生时就能吸引大家非同一般的注意力,为以后成为领袖品牌奠定良好的基础。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 国际化妆品巨擘REVLON进入中国市场时,为了给其品牌塑造一个中国式的传奇化来源,将其品牌名称译成了唐代诗人李白描摹中国“古代四大美女”中的杨玉环的名句,“云想衣裳花想容,春风拂槛露华浓”的点睛之笔——“露华浓”。这个品牌名称“露华浓”由于与中国的传统文化相关联,使得中国人对这个国际品牌REVLON刮目相看,同时由于李白对杨玉环美若天仙的描绘也更导致中国广大女性对REVLON的神往,也就拉近了与中国女性的距离,最终为REVLON迅速占据了中国高端化妆品市场铺平了道路。 国际著名珠宝品牌Cartier,卡地亚,自1904年英国国王爱德华七世授予Cartier,卡地亚,第一个皇室珠宝制作委任状以来,Cartier,卡地亚,就以“皇室珠宝定制商”闻名,Cartier,卡地亚,也一直宣称是“珠宝商的皇帝,皇帝的珠宝商”,这使得其品牌出身贵族化,从而使人感觉其品牌品位有皇家风范,从而为其成为国际著名高端珠宝品牌打下良好的基础。 二,品牌造型拟人化 余明阳博士在《品牌学》中指出,品牌造型是指品牌选择或提炼某一人物、动物或植物的个性特点或某一性质,并以夸张的手法创造出具有人的性格的品牌新形象,这种具体可见的形象可直接表现出企业的属性、经营观念和产品特性,又被称为“吉祥物”,品牌造型具有很强的信息传递能力,生动活泼的具体形象更直接引发和补充了消费者的形象。同时,品牌造型所具有的人情味无形中有助于品牌与消费者之间的沟通,使企业在公众心目中具有亲切感和随和感。象滑稽可笑的“麦当劳”叔叔、憨态可掬的“康师傅”、聪明活泼的“海尔兄弟”等都是品牌造型的典范。 以“非可乐”定位的七喜饮料推出数年后,在人们的脑海中的形象却一直很模糊,因为“非可乐”的概念不要说老百姓不太明白,就是很多营销人士也只知道其是不同于碳酸饮料的一their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 种饮品,由于形象模糊导致其销售数年来一直处于低迷状态。2003年,七喜饮料总结了前面形象模糊的教训后推出了全新的卡通品牌形象,这个卡通图像,见下图,非常幽默、可爱、顽皮,给人们留下了深刻的印象,甚至让国内外许多营销专家刮目相看,由于其卡通形象的年轻化和多变性十分招人喜爱,特别是让年轻人青睐有加,从而一举完全改变在人们心中形象模糊的顽疾,彻底扭转了多年来销售增长不利的颓势,在饮料业市场取得了骄人的业绩和空前的知名度。 2004年香港周大福珠宝公司75周年庆时,联合了当时也是诞生75周年的迪斯尼公司推出“迪斯尼公主首饰系列”,Disney Princess Jewellery Collection,,这些款式是以六个深受欢迎的迪斯尼童话公主故事为主题,每个故事都突显了迪斯尼公主的独特个性,包括迷人的Cinderella,仙履奇缘,、神秘的Jasmine,阿拉丁,、爱冒险的Ariel,小美人鱼,、善良的Snow White,白雪公主,、机智的Belle,美女与野兽,及美丽的Aurora,睡美人,。整个系列均围绕着公主的华丽、优雅及纯洁等特质设计而成,赋予了珠宝新的丰富内涵,其可爱的卡通形象和“公主”的情感诉求即让每个购买的女孩子感觉自己成为清纯可爱和高贵典雅的美丽公主,圆了女孩子“一个幸福浪漫的公主梦”,满足了广大年轻女性的爱美心理和情感需要,这一成功的款式造型卡通化的方法为珠宝行业品牌造型拟人化向前迈出了一步。 近年来,“花木兰”、“梁山伯与祝英台”、“白雪公主”等系列卡通影视作品风靡国内外,不仅吸引了青少年儿童的注意力,也让不少成人特别是年轻的女性格外垂青,同时,国内外不少电视及网络媒体相继推出三维立体形象的“虚拟主持人”,这些都是值得珠宝行业品牌企业借鉴的,如果在品牌造型上找到类似“麦当劳”、“康师傅”、“海尔兄弟”、“七喜”等优秀典范的形象和情感切合的造型,将会使珠宝品牌形象塑造产生一个里程碑式的进步。 三. 品牌形象性格化 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 性格类似于个性,在心理学上的定义是各种属性整合成的相对稳定的独特心理模式,性格多用于形容人的脾气、行为方式、偏好等特征,是人的内在形象。 对于品牌来讲,品牌性格就如同人的性格一样,也是赋予品牌上的一种的心理特征,是品牌形象在人们心中的表现形式,品牌性格化创造了品牌的独特性和形象识别,即品牌性格代表了一个品牌区别其他品牌的差异性,品牌性格化让品牌脱颖而出。 品牌性格解决了品牌对消费者的情感诉求、利益诉求、崇尚的价值观等问题,所以品牌性格也是品牌和消费者相联系互动的纽带,由于品牌性格具有形象化和情绪化的特点,使品牌形象具有强烈的感染力,能抓住消费者的兴趣,起到了增加品牌美誉度和保持品牌的忠诚度的巨大作用。 品牌性格化最终的效果是使得消费者把品牌当成一个和自己密切相关的伙伴。所以,众多国际品牌都对品牌性格化乐此不疲,现将代表性的品牌性格罗列如下, 可口可乐,友爱、快乐,百事可乐,奋发、激昂,万宝路,牛仔的粗犷。 奔驰,高贵、王者、显赫、至尊 飘柔,自信 海飞丝,清新、潇洒 潘婷,靓丽 沙宣,时尚 令人欣慰的是珠宝行业在品牌性格化上已有先行者, their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 周大福珠宝于近年推出了针对年轻时尚女性的子品牌CTF2,周大福年轻新一代,,对CTF2做了重新包装,特别把品牌性格或特质定位为Charming,妩媚娇柔的,、Taste,有艺术品位的,及Fashion,时尚潮流的,,迎合了当代时尚年轻女性的审美情趣、价值观和情感需要等,走在了珠宝品牌性格化塑造的前列,值得其他珠宝品牌学习和借鉴。 但是,珠宝行业一直由于产品自身的特点,品牌难以性格化,一直不能给人形象化和情绪化的特点,挖掘珠宝行业的品牌性格化的方法还需要继续深入探索。 品牌传播情感化,打造珠宝业的魅力明星 在影视作品中也是通过演员的出色表演使观众感动,由于感动才使观众记住和喜欢这个演员,被大多数的观众记住和喜欢就自然成为明星,对于品牌也是同样的道理,珠宝品牌让消费者感动,被大多数的消费者记住和喜欢的品牌就自然成为珠宝品牌中的明星,同时通过品牌情感化充分展示了品牌的复合的人性化情感魅力,也由此塑造出品牌明星的出众魅力。对于品牌情感化的策略现分析如下, 在著名的勒韦兹和斯坦纳,R.J.Lavidge & G.A.Steiner,广告心理效果模式中是这样描述消费者对产品或品牌的反应的, 勒韦兹,R.J.Lavidge,和斯坦纳,G.A.Steiner,认为消费者对产品或品牌的反应是由三个部分组成,认知反应、情感反应和意向反应。认知反应包括知晓和了解,即消费者发掘产品的存在。情感反应包括喜欢和偏好,喜欢是消费者对产品的良好态度,偏好是消费者对产品的良好态度扩大到其他方面。意向反应包括信服和购买。购买是由态度转变为实际的欣慰反应。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 在勒韦兹和斯坦纳,R.J.Lavidge & G.A.Steiner,模式中情感反应是最重要的,因为正是情感反应中的偏好和喜欢使消费者产生了购买欲望,而且认为购买该品牌是明智的行为即信服该品牌,即可知情感反应直接导致了含有购买和信服行为的意向反应,所以情感反应在广告或品牌传播过程中是最重要的。 由于情感反应品牌传播过程中的重要作用,达到好的品牌传播就必须从打动消费者的情感上着手,“攻心为上”的情感化策略是品牌传播的有效方法。 一, 善用情感提高品牌附加值 美国营销专家菲利普•科特勒曾把人们的消费行为大体分为三个阶段,第一是基本层,是指产品满足消费者的基本要求,是量的消费阶段,第二是功能层,强调满足消费者的特定需要和期望值,第三是扩展层,实质就是指情感附加值。 品牌通过情感附加值带给消费者的愉悦感、满足感、荣誉感、成就感和所赋予的情感价值越来越成为一种购买理由,这种情感附加值使人们对品牌的追求上升到精神的境界和文化的层面,最终产生强烈的品牌忠诚度。 且看其他行业对品牌所赋予的情感附加值, 柯达,演绎着家庭的欢乐,每一次照相都能感受柯达所带来的其乐融融家庭氛围。 红豆,“红豆”衬衫,相思情怀。 ,意境源自古诗句,红豆生南国,春来发几枝,愿君多采撷,此物最相思。, 金利来,“金利来——男人的世界”,成功男人的象征。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 爱立信,“一切尽在掌握”,唤起接收生活挑战、把握机遇、开拓进取等联想。 上世纪30年代, DTC,戴比尔斯国际钻石推广机构,的主席欧内斯特爵士的儿子哈里•欧内斯特在曾与香奈尔,chanel,合作推出了一些钻石首饰,主要定位是“时尚”,但是市场反应非常不理想,DTC自此放弃“时尚”这一定位。 哈里•欧内斯特马上调整了公司战略。因为他发现“时尚”虽然是钻石饰品的主要特征,但是钻石的坚硬不变质的特征正好和人们对于爱情的向往不谋而合,于是他重新将钻石饰品定位为“忠贞爱情的象征”,最终产生DTC沿用至今的最经典的广告语, “A Diamond is Forever,钻石恒久远,一颗永留传,”。 此句广告词自从1993年传入中国,更是被奉为经典,并在很大程度上改变了中国城市消费者的婚庆习俗,以致在中国的大城市里形成“无钻不成婚”的习俗。 DTC放弃“时尚”而选择“忠贞爱情的象征”作为定位,这一定位更加证明了情感附加值对于珠宝行业市场营销的重要性。 二,善用故事进行注意力营销 “故事具有天生的吸引力”,这个道理在人类小时候就已铭刻在脑海里,幼时的对事物的认识多半来自于别人讲的故事,所以在幼年起故事已经进入人类的潜意识,使得人类在成年后潜意识里仍然对故事情有独钟。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 在品牌传播里引入故事化传播,通过故事情节的强烈感染力来取得目标受众的注意和共鸣甚至感动,之后在目标受众喜欢品牌故事的基础上通过“爱屋及乌”的方式记住和喜欢品牌的。 且看国际经典品牌ZIPPO打火机的故事化营销系列逸事, ?Zippo和渔夫的故事。 长久以来,许多Zippo和鱼的故事一直为人们所津津乐道。特别是纽约环保局的亨利•贝斯特带来的故事更令人难以忘怀。那是在1960年,一位渔夫在奥尼达湖中打到了一条重达18磅的大鱼。在清理内脏的时候,他发现一个闪闪发光的Zippo打火机赫然在鱼的胃中。这个Zippo不但看上去崭新如初,而且一打即着,完好如初!单凭这一点,就可以知道为什么不必把Zippo小心翼翼地收藏在工具箱里,而可以把它放在任何伸手可得的地方! ?Zippo挡子弹的故事, 在越南战场上的一次战斗中,美军曹安东尼在敌军炮火的攻击下,左胸口受到枪击,子弹正中了置于左胸口袋里的Zippo打火机,机身一处被撞凹了,但却保住了安东尼的性命。战后,尽管Zippo公司期望他能将那个Zippo返修,但安东尼却视它为自己的救命恩人,不仅慎重收藏,更希望永久保存它那受伤的机体。 ?Zippo与飞行员的故事, 1974年10月1日,丹尼尔驾机飞离旧金山机场不久后,发现飞机的引擎油门失控,不得已只好采取紧急迫降。事后,报纸上出现了一则这样的消息-空军飞行员丹尼尔在旧金山海域内,利用Zippo打火机的火焰发出求救讯号,并以火焰引导海岸警备队的直升机迅速their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 发现其迫降位置而安全获救。让我们向Zippo公司表达最高的谢意。是的,Zippo就是可以创造这样的奇迹。 ?Zippo和洗衣机的故事, 住在美国纽泽西州的巴瑞史,将堆积了多日的衣物丢入洗衣机,并清扫住家环境后坐下来稍作休息。当他正想好好抽根烟时,才发现心爱的Zippo打火机不知在何时不翼而飞了。“洗衣机，一定是在某件衣服口袋中……他心想,完了，打火机一定完蛋了，”急忙中……他在一堆湿淋淋的衣物中找到它。好小子,现在该是证实Zippo坚卓越性能的时候了，转动打火机轮,嘿，好小子到底没令他失望,果然一打即着。 ?Zippo二战时的故事, 在二次大战期间,由于战争的需要,Zippo把所有的产品都提供给了美军。这样,Zippo就随着那些英勇的战士和JEEP走遍了战场的每一个角落,直至今天。在那严酷的战场上,百无聊赖的深夜,士兵们用Zippo来点火取暖,或者用它暖一暖冻僵的握着家书的双手来体会一下家的温暖,点燃一根“万宝路”,还有些人竟然用Zippo和一支空钢盔做了一顿热饭。看来,他们几乎可以用Zippo来做任何事情!艾森豪威尔将军本人也对Zippo大加赞赏,Zippo是他所用过的唯一在任何时候都能点得着的打火机。这也是Zippo经久不衰,至今仍为人们所称道的原因之一。在需要它的时候,它决不会令人失望。越是在恶劣的环境中,就越能体会到Zippo永远值得信赖! ZIPPO用这一系列的品牌故事塑造了一种只属于自己的、无法复制的产品文化,导致在所有用户眼中,Zippo不仅仅是打火机,更是有着动人故事的传奇英雄,这些动人的故事在造就一个72载屹立不倒的神话般浪漫的品牌。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 爱立信, 1996年,来自瑞典的爱立信手机在移动市场上遇到最大的问题,是消费者对品牌的认知有差异,爱立信的品牌形象也一直无法得到提升。 广告业的巨擘奥美承接爱立信的品牌打造工程后,大胆的策划出一个三分钟的故事性广告,剧情以日本为背景,以国际影星金城武担当的男主角与一个失聪的女孩在无法用正常语言沟通的情况下,演绎出一段感人的故事。此广告在TVBS首播当日,便创下了收视率上升3倍的好成绩,收到观众60万份充满好评的信函,而且在沿街的道路上,这款手机的广告所有的海报全部被人偷走。 珠宝行业品牌传播故事化的经典传奇——关于Tiffany,蒂凡尼珠宝,的《Tiffany 的早餐》, 1961年,根据楚门•卡波特的小说改编,由好莱坞著名影星奥黛丽•赫本主演的《Tiffany 的早餐》风靡全球,成为美国电影中的经典之作,而Tiffany在片中的出现,令这家世界级珠宝名店的高贵气派传遍全球。 很多人都对那个啃着面包圈,痴痴地凝望着Tiffany玻璃橱窗的奥黛丽•赫本记忆犹新和感动不已,那个从农村来的爱慕虚荣的女孩,梦想就是拥有Tiffany的首饰,幻想着有一天自己能够在高贵的珠宝店里享受轻松的早餐。不仅仅是那个一身黑衣裙的倾倒世界的赫本,全世界不知道有多少个女孩都被这魅力绽放的珠宝所吸引。对奥黛丽•赫本的痴迷者来说,走进Tiffany专卖店就是圆梦。不为别的,只是为了看看这位好莱坞时尚丽人曾经在屏幕上拥有的珠宝,眺望那45年前的纯洁与美丽。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 直至半个世纪以后,《Tiffany的早餐》中奥黛丽永远的微笑依然停留在世界各地的Tiffany专卖店中,她身着一袭纤瘦的黑衣,颈上戴着假珠宝项链,手里捧着面包圈,痴痴地凝望着玻璃窗里的世界,那是一个拥有真珠宝项链和Tiffany早餐的世界,一个更幸福、更奢华、更绚丽的世界。虽然在珠宝店里流连的女性早已由奥黛丽的同龄人转为孙辈甚至重孙辈,虽然倾城美人和倾城珠宝之会渐渐远去,影片渐渐黯淡,伊人西归,但这份梦想,这份世界上最有魅力的早餐,还将一代一代地传下去。 在此不论这些故事的真伪,单就这些故事的情节都可以成为一部吸引大众眼光的传奇剧,用这种故事化的传播方式,品牌的知名度单靠人们的情感共鸣和口碑传播也会不胫而走的,还愁产品卖不出去吗, 如果珠宝业的品牌传播用类似ZIPPO打火机或Tiffany的故事化传播,相信对于珠宝品牌的知名度的提高将是无法估量的。 自此,通过品牌品牌起源传奇化、品牌造型拟人化、品牌形象性格化、品牌传播情感化,含提高品牌情感附加值和故事化传播,一系列的精心培育和塑造,我们的珠宝品牌就会由一个“名不见经传的演员”变成“星光耀人的魅力明星”,品牌的知名度和美誉度、影响力等都会达到无法估量的程度,才能逐步成为具有高品牌价值且可与国际珠宝品牌比肩的真正“品牌明星”。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development.