七度空间少女系类卫生巾营销策划案.docVIP

PAGE PAGE IV “玩美”进化 完美变身 七度空间少女系列卫生巾营销策划案 摘 要 七度空间率先开辟了少女市场，占有一定市场地位，但其他各品牌都纷纷瞄准了少女市场，打造年轻化品牌形象，而七度空间又没有塑造自己的品牌个性，这就使得七度空间在少女市场已经不占优势，所以我们要另辟蹊径；七度空间应该从少女心理得角度出发，将七度空间的品牌更深层次的定位，由此与消费者进行更深层次的沟通，进而形成品牌忠诚度。 本案将原有的年龄细分升级为心理细分，深层解读原目标人群，针对85，,90后的的女生群体独特的心理和行为特征，塑造一个全新的品牌形象。 “玩美”进化，完美变身 针对每个怀有梦想的少女，她们虽然爱玩，但是心目中都有自己理想的形象，为其打造“玩美”进化，完美变身的核心概念；意在使他们在体验七度空间“少女专属品质”的产品价值之外，获得的附加价值，从而形成品牌沟通，形成品牌忠诚。 本案通过“我的完美变身” “cosplay——七度完美变身”两个活动，传递核心概念，吸引眼球，刺激购买，形成互动沟通，利用平面广告和影视广告相结合的方式巩固品牌形象，通过建设“完美小姐进化”社区搭建少女沟通的平台，增加消费者的归属感，培养品牌忠诚，继而形成持续消费。 关键词：七度空间；品牌提升；网络媒体；少女 Abstract VII opened the first girls market space, occupy a certain position in the market, but other brands have aimed at the young girl market and create a younger brand image, while the seven-dimensional and no shape their own brand personality, which makes the seven-dimensional space in teenage market is not dominant, so we need another way; VII space should be obtained from the psychological perspective of adolescent girls, the seven-dimensional positioning of the brand deeper level, thus a deeper level with consumers to communicate, thus the formation of brand loyalty . Case will upgrade the existing mental age sub-segments, deep interpretation of the original target population, for 85, and 90 after the girl group the unique psychological and behavioral characteristics, create a new brand image.  Play beautiful evolution, perfect incarnations  For each of the dreams of young girls, although they playing, but the eyes have their own ideal image, for creating play beautiful evolution, the core concept of the perfect incarnations; intended to enable them to experience the seven-dimensional girls exclusive quality of the product value, the gain of the added value, creating brand communication, the formation of brand loyalty.  Case through the My Perfect transfiguration cosplay - VII perfect incarnations of two activities, transfer core concepts, to attract attention, stimulate the purchase, the formation of i