【品牌营销策略】品牌中国联通公司战略报告第一部分-新知助业营销策划机构推荐-新知助业营销策划机构推荐课件.pptVIP

* * Shoppers are becoming more sophisticated and cynical - less easily influenced by advertising and do you blame them!--they are bombarded by a huge array of messages-over 1000 a week in Europe. Self selection shopping has been learnt over time. A large proportion of shopping is done on autopilot/subconsciously as it is an easier less strenuous way of doing a task (if attention span is permanently activated it is tiring). Shoppers are using less lists. We need to create the right triggers and remove the barriers to purchase. According to Harvard business school report the time spent on the average shopping trip in the UK is down from 44 to 21 minutes over last ten years but retail space double in same period . In the UK leisure time is declining and hours worked increasing. In the Us the move to two income households with kids is causing the same stresses and Brett says the numbers look almost the same. The consumer is demanding more convenience in their shopping experience due to the ever increasing time pressure and complex lives. They are looking for solutions and will pay to get them. Just look at birthday cakes as an example--mum used to buy the ingredients to make a cake, then she switched to a packet mix on the way to the more common occurrence today of buying a ready made themed cake. Some people even buy the whole solution to the party including cake from McDonalds. * 因此所有的电信公司必须制定有效的营销计划，才能更好地满足顾客的需求，并与对手竞争 关注内部的问题和政治 关注技术、产品的工艺和地理位置 - 而不是顾客 所有的顾客得到一样的营销计划和关注 顾客管理只解决特别严重的问题，而且是雷同的Customer management is ad hoc problem solving and is re-active 顾客不满意并转向竞争者 成本上升 低财务回报 内部导向 与顾客的联系是驱动力 整个组织集中制定出色的营销和顾客服务计划 设计顾客管理系统，提供令人满意的服务水平 发展技术，以支持对顾客的营销 顾客对服务非常满意，并且会告诉其他人 成本和价格下降 高财务回报 顾客导向 顾客满意度 高 低 高 低 顾客保留度 要做到这点，通常我们首先要知道谁是目标顾客以及他们究竟需要什么… 例如，为了增加我们在职业女性人群中的服务渗透，我们首先必须了解她们是谁，以及什么对她们最重要… * 然后从目标群体中寻找我们的缝隙市场，并以此指导我们的定位 在他们当中，我们应让他们比较，从中得知在目标客户群中我们的服务在哪里Among them, we need to let them compare and find out where our service are among the target group 然后我们可以改变营销策略，重