Mineko_整合渠道宝马课件.pptVIP

How brand marketing has evolved 1950 - 2000 Brands built by mass advertising大众广告建立品牌 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.数据营销时期到来，但是未与大众广告整合 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising互联网时代到来，但未与数据库营销/大众广告整合 2001 BMW brings them all together宝马将三者整合 BMW Buyers Not Necessarily Driven by Price BMW customers want:宝马的顾客需要 A realization of the brand promise品牌承诺的实现 Performance, safety, technology, innovation操控性、安全、技术、创新 Recognition赞誉 Service服务 Information信息 Convenience便利 Helpfulness帮助 How BMW Buyers Make Purchase Decisions宝马的购买车如何决定购买 Personal Profit from Purchase= a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience) Two kinds of database marketing people数据库营销的两种不同类型的人 Constructors构造者 People who build databases建造数据库的人 Merge/Purge, Hardware, Software数据输入/数据分选、硬件、软件 Creators策略制定者 People who understand strategy理解策略的人 Build loyalty and repeat sales建立忠诚，重复销售 You need both kinds!你需要这两种人 Situation Analysis状况分析 In 2000, BMW built a robust customer and prospect database designed to:2000年，宝马建立了一个庞大的现有和潜在用户的数据库，意在： Provide a comprehensive view of the automotive and financial services to BMW customer提供全面的汽车和财务服务给宝马的用户 Deliver short term, incremental revenue through opportunistic marketing programs通过机会营销计划陈述短期、增值的利益 Increase customer loyalty through understanding and ability to deliver relevant, timely communication通过理解和提供相关、及时信息的能力以提高客户忠诚度 Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases 通过辨别目标家庭——认为宝马能提供额外的价值，保证宝马在用户生活中的地位 BMW Situation II宝马状况II BMW now has a central system of measurement现在宝马有一个核心的评价系统 The BMW Report Center monitors communications and response from prospects and customers宝马的汇报中心监控从现有用户和潜在用户的信息和反馈 Measurement includes cost per response and cost per sale评价标准包括每个反馈的成本和每个销售的成本 BMW now has the ability to view prospects as we