们竞争对手如何沟通competitor analysis分析.pptx

拥有CRM的品牌ChivasGLENLIVETSUNTORY微信互动最好的品牌ChivasJackDanielsHaigClub拥有微店的品牌Glenlivet(购买页面，只可以买一款限量款）Suntory(购买页面，全线产品）ChivasHaigClubBallantine’s

HOWDOESOURCOMPETITORSCOMMUNICATE-CHIVASBrandBrandEssence活出骑士风范(LiveWithChivalky)ProductLineCommunicationChannelOfficialWebsiteFollowers:95,730Latestcelebrity:刘疏桐，刘乐Campaign:[赢之有道］WeiboWeChat(OfficialAccount)merceCampaigns:天猫旗舰店微店“赢之有道”比赛“摩登绅士之夜”线下活动“赢之有道”决赛天猫年货节服务号15/M（多图文4-5条/次）京东旗舰店

WeChat-CHIVASWeChatcontentsanalysisContentCategoryInformationE-CommerceBrandProductWeChatCampaignEventPromotionMenu√√√√√Articles2595102AverageReads2,7443,4543,0873,6552,639CelebrityEndorsement///刘梳桐刘乐廖凡/CRM√*StatisticsconductedfromDec,2015toJan,2016填写性别、生日、兴趣注册成功即刻领取天猫淘口令会员页面（优惠券，生日惊喜，新年特惠）

HOWDOESOURCOMPETITORSCOMMUNICATE-GLENLIVETBrandBrandEssence单一麦芽威士忌起始于此ProductLineCommunicationChannelOfficialWebsiteFollowers:8,386Stopoperationsince2014.4WeiboWeChatmerceCampaigns:线下体验店开张格兰威特守护者俱乐部/NotforsaleinChinamarket天猫集团店LimitSaleinWeChat微信购买页面微信专供服务号1/M（多图文1-2条/次）

WeChat-GLENLIVETWeChatcontentsanalysisContentCategoryInformationE-CommerceBrandProductEventCampaignPromotionMenu√√√√/Articles00220AverageReads0elebrityEndorsement/////CRM√正在维护注册麦田守护者，可获得去线下领取威士忌的机会*StatisticsconductedfromDec,2015toJan,2016

HOWDOESOURCOMPETITORSCOMMUNICATE-SUNTORYBrandBrandEssenceProductLineCommunicationChannelOfficialWebsiteFollowers:20，128Latestcelebrity:黄磊/伶俐：白州WeiboWeChatmerceCampaigns:【響】和风醇韵发布会blendedsinglemaltblendedBestseller:老牌，角瓶可通过微信平台购买TheArtofJapaneseWhiskey黄磊迷食东京-寻源白州SuntorySpeakLow调酒师交流会角瓶特惠礼盒装京东、1号店自营（仅售老牌、角瓶）亚马逊官方旗舰店仅推送东方威士忌相关信息服务号5/M（多图文1-2次/条）

WeChat-SUNTORYWeChatcontentsanalysisContentCategoryInformationE-CommerceBrandProductWeChatCampaignEventPromotionMenu√√√√/Articles4226/Reads9964711,435589/CelebrityEndorsement/威士忌评论家戴夫布鲁姆///CRM√填写送货地址，选择产品，直接购买

HOWDOESOURCOMPETITORSCOMMUNICATE-JOHNNIEWALKERBrandBrandE