广东嘉美尚城国际营精销策划报告之市场分析部分.ppt

东鹏陶瓷营销整合策划方案;中国磁砖市场特征宏观判断;2000亿; 中视金鑫营销携手东鹏陶瓷的核心使命—— 寻找并突破增长瓶颈，打开百亿东鹏上升空间;;市场凸显诺贝尔、马可波罗、东鹏、宏宇、 新中源、新明珠等六大企业集团;产品价格;6大品牌各自经营之道是什么呢？其优劣势分别在哪里？;分公司1;马可波罗模式：品类切割+大代理分销;宏宇模式：多品牌+多代理+大分销;优势： ①经销制借用力量拓展市场②公司制自建队伍有效控制市场 劣势：①外埠市场格局混乱，控制力弱 ②直控市场需要反复投入，资金压力导致无法扩大;渠道直控，市场1变2;东鹏竞争对手锁定;东鹏战略瓶颈及突破策略;如何构建东鹏陶瓷的第一品牌高度呢？;;构建第一品牌;关于“东鹏陶瓷”品牌名称的消费联想调研;;;东鹏磁砖;如何诉求东鹏磁砖的第一品牌高度呢？;首先，从东鹏企业的优势中寻找构建品牌地位的要素！;东鹏磁砖，占据了国际磁砖技术的领先地位;东鹏磁砖，推出一代又一代精美的磁砖;北京天安门城楼观礼台、国家大剧院、奥运系列场馆、中华世纪坛、上海环球金融中心、国家最高法、各地文化艺术单位、政府办公单位…… 每一个需要表现完美形象的地方，都毫无意外的在使用东鹏磁砖！;东鹏磁砖，向世界展示中国最美的磁砖艺术;磁砖技术领先;东鹏磁砖，世界之美;东鹏陶瓷的品牌战略定位;备选品牌诉求;领先的、专业的、艺术的;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation on