4A广告策划：8848推广方案.ppt

Communication Strategy for 8848.net China Launch Prepared for: Prepared by: HuiCong International Advertising Market Situation Internet market has developed tremendously, and Internet users in China will double Online stores, as a worldwide business, have a very bright future 8848 has gained some awareness among Internet users, most of whom have already been the pioneer online consumers Strategy Development Process Where are we? Where we want to be? How can we get there? Market Situation Internet users are somewhat restrained by offline shopping in terms of way and concept Internet users don’t trust online shopping for the immature consumption environment online payment system offline delivery system Actual difficulties for on-line sales Target... Primary: Netizens Secondary: the potential Netizens Demographics: Males Aged from 16 to 35 who are mainly: Students White-collars Persons concerned with Computer technology Telecommunication persons Target... Psychographics Affluent Mobile life style Working or living in internet environment Easy to adapt the up-to-date international tendency Some are westernized, seeking for quality life Consumer UA Towards e-Shopping... Most of them have heard the e-shopping concept whereas very few ever tried. Some have already known the e-shopping sites, such as 8848.net, Sohu Netease All of them believe the generic benefits of online shopping: - Convenience/Fashion/Fun/Value-for-money - Key barriers: Product Attributes Ample products’ choices 9 varieties Over 100 thousands of books, 20 thousands of software Flexible and safe online payment 17 payment choices Product Attributes Nationwide delivery system 441cities across China Price’s discount For 95% of the products 50% discount at most, and 10% at least Good after-sales service Double guarantee from both the manufacturer and the online store Benefits To feel a contemporary online purchase way in internet environment To enjoy an easy sh