案例分析中文版讲解.pptVIP

Research shows that,?most?Chinese?men are begining?aware of “the importance of?a clean face”?in modern times?work. 60% of men think thatneat appearance?of men at work?are more likely to?get the recognition of leaders;? 75% of those who were transferred?thinks?that?“using the?skin care products?is feel good; 71% hold the view that ?the first impression is particularly important?in interpersonal communication;? 42%?thinks?that?every day we?should pay attention to?skin care“. After maintaining the market survey one month in Hebei Province, we conducted a preliminary positioning to consumers, as follows: Male stars who are engaged inThe film and television industry and some engaged in high-end occupation business men would like to buy many cosmetics , secondly is engaged in sales ,as they often are in contact with some high-end professionals, so they pay more attention to their own image; Men who buy cosmetics is most from 25 to 35 years old , followed by 18 to 25years old and 35 to 40 years old; After the investigation, we found that the higher diploma, the more will buy. Most of the buyers are very pay attention to his image, and most are office workers . Solutions 口碑营销 在调查过程中，我们发现男士自己购买化妆品的几率也比较大(一般年龄在18到35岁)，而且在购买时容易受到朋友家人和销售人员推荐的影响，所以，我们可以通过老客户来宣传我们的产品，让他们介绍给身边的男士朋友，并且可以通过增加老客户的会员积分来激励他们进行宣传。 根据上述图表，我们发现被调查对象年龄分布可大致分为青春型少男，成熟白领型与成功型领袖三种类型。 青春型少男们通常喜欢户外活动，沉迷于互联网，会从网络上和人际交往中获得品牌和产品的口碑，也会根据自己过去的体验来做购买决策，所以户外广告、互联网广告、互动营销和病毒营销将会取得很好的效应。 对于成熟型白领来说，他们更相信自己的分析和选择，这是一群理性而且有一定品牌忠诚度的消费者，他们关注新闻和大事，也注重品牌的口碑，所以互联网营销、事件营销、影视植入广告和体验营销将是更有效的手段。 最后对于一些成功领袖型的男士来说，他们绝对不会为了买一瓶化妆品而跑一趟商场，也不会在专柜面前流连忘返，所以酒店、高尔夫俱乐部、高级会所、奢侈品品牌店等才是真正的营销渠道。 另外，这一类人在购买化妆品时多数是由女士代买。 口碑营销 现在网络购物和移动电子商务持续流行，3G手机的普及会让购物和消费更加简单和随时随地，而这更符合男性的消费行为——从某个关注点想到自己应该买什么产品，然后产生兴趣，直接上网搜索获得信息，购买之后又会通过巨大的人际网络去口碑传播，使更多的人关注这个话题，这样一来整个市场就会迅速成熟，消费意识也会快速提升。 和高档次的男士专业护理中心与美容中心合作，全国所有的专业男士体验中心都会成为企业的优质顾客，通过这种方式可以达到很高的口碑效应。 品牌效应 欧珀莱是男士中销量最好的化妆品，经过持续一个月的调查，我们发现它是与契尔氏非常匹配的竞争者，所以在任何有欧泊莱柜台的商场设置契尔氏的柜台。 在新百商场，益友百货，银座商场铺