整合營(yíng)銷(xiāo)傳播：到底該如何“整合”？整合整合營(yíng)銷(xiāo)傳播ヽ(′?｀)ノ（IMC），已經(jīng)成為當今廣告界的整合主流，營(yíng)銷(xiāo)界的營(yíng)銷(xiāo)熱門(mén)話(huà)題。言必談“整合”，傳播不是到該“整合營(yíng)銷(xiāo)”，就是整合“整合傳播”，好像不會(huì )談這個(gè)就顯示不出其水平和實(shí)力。整合營(yíng)銷(xiāo)企劃要“整合”，營(yíng)銷(xiāo)廣告宣傳要“整合”，傳播公關(guān)新聞要“整合”，到該展覽展示要“整合”。整(zheng)合的整合確，任何一項(′?_?`)活動(dòng)，營(yíng)銷(xiāo)或任何一項營(yíng)銷(xiāo)，傳播都不能單獨離開(kāi)其它支配或輔助因素而獨立存在。到該我們需要的是系統(′；ω；`)的思維，整合的觀(guān)念，組織的力量。但“整合”絕對不是“拼湊”，也不是“組合”。重要的是我們如何真正把這些理論(lun)用(yong)于實(shí)踐，指導實(shí)踐，然后再上升！ 整合的方向：向誰(shuí)傳播？(???)記得曾經(jīng)在一次培訓上，培訓導師曾問(wèn)過(guò)這樣的一個(gè)問(wèn)題：一個(gè)中國商人，想組織一批T恤賣(mài)到中東地區。請問(wèn)：他最大的成本是什么？記得我們當初的回答是多方面的：價(jià)格成本、運輸成本、交易成本、戰爭等不可抗力的成本等等。但是導師問(wèn)我們：你們誰(shuí)看到過(guò)中東的男人和女人穿T恤呢？ 后來(lái)才知道：中東的氣??候很炎熱??，紫外線(xiàn)強烈，以致灼傷皮膚，再加之民族習慣，當地人幾乎無(wú)人穿T恤。所以最大的成本是我們“不知道”的成本！也就是說(shuō)最大的成本是我們的無(wú)知！ 話(huà)又說(shuō)回來(lái)，我們又有多少企業(yè)能夠比較明確?地知道我們的(de)產(chǎn)品賣(mài)給了誰(shuí)？我們的產(chǎn)品應該賣(mài)給誰(shuí)？ 記得明鏡（中國）市場(chǎng)研究公司總經(jīng)理王興周曾經(jīng)講過(guò)一次實(shí)踐案例：某一個(gè)( ???)省的移動(dòng)公司一直想開(kāi)拓比(bi)較發(fā)達地區的??鄉鎮級市場(chǎng)，但不知道怎么去開(kāi)發(fā)？一次又一次的資(zi)源都投下去了，什么“組合拳“，什么“整合招”都使過(guò)了，市場(chǎng)就是沒(méi)有起色，依然是死水一潭！繼續做吧，又感覺(jué)到好像是海市蜃樓，市場(chǎng)可望不可即；放棄吧，又覺(jué)得可惜，??已經(jīng)投了這么多資源，而且又直覺(jué)地感覺(jué)到這是個(gè)很有潛力的市場(chǎng)且容(′▽?zhuān)?量比較大。
騎虎之下，該公司找到了明鏡。經(jīng)過(guò)一番細致深入地市場(chǎng)調研，明鏡清晰地找到了這一市場(chǎng)的目標消費群：司機。知道了“向誰(shuí)傳播”后，該公司僅通過(guò)派發(fā)宣傳單的形式和與司機中的意見(jiàn)領(lǐng)袖及上級監管部門(mén)建立起聯(lián)系，就輕松搞定了以前一年下來(lái)花了多少資源都沒(méi)搞定的市場(chǎng)。而且把市場(chǎng)牢牢掌握在自己的手中。與此同時(shí)，該公司迅速把此模式經(jīng)過(guò)加工(gong)整理提煉復制到其它的鄉鎮市場(chǎng)，一年下來(lái)，該省的鄉鎮市場(chǎng)盡收該公司的麾??下。 正反對比，我們很清楚地知道：我們對目標消費群定義得越精準，了解得越多，就越有有效地接觸到他們并有效地傳遞信息。否則，則是吃力不討好。再有怎么好的“(?_?;)整合傳播“都是白搭！ 現今整合營(yíng)銷(xiāo)傳播，消費者的零碎化越來(lái)越嚴重。即使是消費者的年??齡、(???)教育程度、收入都一樣，其生活習慣和性格卻是千差萬(wàn)別的??。這更(╯°□°)╯要求我們在進(jìn)行“整合傳播“時(shí)知道“向誰(shuí)傳播”。 不僅如此，心理特征和消費情商的千差萬(wàn)別也會(huì )影響(xiang)個(gè)人對媒介或傳媒的看法，進(jìn)而影響其對品牌接觸點(diǎn)的接觸和判斷行為。因此，我們在界定和分析目標群的??時(shí)候就不能僅停留在其消費習慣上，更應從心理層面挖掘目標消費群的消費情商、行為特點(diǎn)、生活態(tài)度等，并用來(lái)指導我們的“傳播思路”和“整合觀(guān)念”，及調整我們的品牌接觸點(diǎn)。
我們可以以某國際品牌的化妝品為例進(jìn)行說(shuō)明。該品牌價(jià)位介于合資品牌與進(jìn)口品牌之間，產(chǎn)品線(xiàn)是護膚品、彩妝、洗浴品等，其銷(xiāo)售方式采用獨特的直銷(xiāo)方式，即消費者先打電話(huà)到其服務(wù)ヽ(′▽?zhuān)?ノ中心索取樣品，經(jīng)幾天試用后感興趣者以郵購或傳真方式訂購。鑒于產(chǎn)品的特色，如何最準確地捕捉到消費(fei)者是達到市場(chǎng)目標的前提(ti)條件。 該品牌給出的目標群是??比較寬泛的20-40歲的女??性。但如果就此目標進(jìn)行媒介分析和媒介組合，我們根本無(wú)法明確知道我們的產(chǎn)品到??底準備賣(mài)給什么樣的人群？也(?????)不知道我們的消費者是什么樣的？更不(bu)知道消費是憑什么才購買(mǎi)我們的產(chǎn)品？對(dui)于這樣的目標消費群，我們的媒介再怎么“組合”、再怎么“整合”，都是“對牛彈琴”，“無(wú)的放失”。 事實(shí)上，為了更進(jìn)一步的了解目標群，我們不??但要進(jìn)行目標細分的定量分析，更要進(jìn)行目??標細分的定性分析，試圖深入地挖掘(╯‵□′)╯消費者的心理活動(dòng)。 首先??，我們可以通過(guò)內部問(wèn)卷調查和售點(diǎn)專(zhuān)柜進(jìn)行實(shí)地調研(′ω｀)，我們可以了解到女性消費者在購買(mǎi)護膚品、化妝品所考慮的因素是什么？品質(zhì)、價(jià)格、朋友的推薦還是廣(guang)告的影響？是包裝的作用還是終端的促銷(xiāo)推力？而對于其中品質(zhì)的理解，我們都需要知道：在產(chǎn)地、原裝進(jìn)口、合資、國產(chǎn)等等中，消??費者會(huì )優(yōu)先考慮誰(shuí)的？ 我們只有了解到這些，才(?_?;)能準確地界定的我們的目標消費群，才知道我們要把產(chǎn)品賣(mài)給誰(shuí)？ 其實(shí)，要了解這些也并不難，通過(guò)(guo)CMMS??《中國媒體與市場(chǎng)研究》，我們可以詳ヽ(′▽?zhuān)?ノ細了解和掌握女性們在消費化妝品和護膚品時(shí)的心理活動(dòng)。
比如，通過(guò)CMMS和座談會(huì )，??我們了解到，最經(jīng)常使用進(jìn)口、(?????)合資化妝品的消費者，占全部女性(′ω｀)消費者的52%；但是否這些就是我們的核心目標消費群呢？通過(guò)對消費者的聚類(lèi)分析，我們又(?????)知道，在52%的消費者中，只有44%的消??費者的生活態(tài)度和消費態(tài)度是思想開(kāi)放的、樂(lè )于接受新鮮事物、時(shí)尚的，這些人才最有可能購買(mǎi)我們的產(chǎn)品。而余下的這部分人，盡管經(jīng)常使用進(jìn)口品牌或合資品牌，但一般思??想較保??守，要等到該品牌建立了一定的知名度后才可能購買(mǎi)。 與此同時(shí)，是否經(jīng)常使用國產(chǎn)品牌的消費者就可以放棄對其進(jìn)行溝??ˉ\_(ツ)_/ˉ通呢？ 通過(guò)座談和聚類(lèi)分析，我們又知道，其中有54%的女性思想開(kāi)放、活躍、樂(lè )于接受新鮮事物，也注重時(shí)尚，因此，這部分人也是極有可能購買(mǎi)我們??產(chǎn)品的次要目標消費群，也是我們需要溝通的對象和整合的次重點(diǎn)。而余下的則是經(jīng)(jing)常使用國產(chǎn)品牌，思想保守、在乎預算，不太追求時(shí)尚，是很難讓其產(chǎn)生ヾ(′▽?zhuān)??購買(mǎi)行為，再怎么溝通和整合傳播，也是“白搭”！ 整合的根本：傳播什么？隨著(zhù)消費者的逐漸成熟和理性，大規模營(yíng)銷(xiāo)的時(shí)代??已開(kāi)始結束。昔日以一個(gè)廣告、一個(gè)策劃就可以(yi)一夜成名，從此就大把大把的賺錢(qián)的機會(huì )已經(jīng)不可能，也不再有了。 然而，還有前仆后繼??為數不少的企業(yè)還還在堅信：只要是廣告，?管它什(shen)么爛廣告，來(lái)個(gè)滿(mǎn)天轟炸、死纏爛打，都能夠轟出一個(gè)市場(chǎng)來(lái)；不管什么策劃，只要能夠轟動(dòng)，就可以吸引足夠的“眼球”整合營(yíng)銷(xiāo)傳播，然后，賺取“注意力”經(jīng)濟！ 其實(shí)，并不然！ 而此論者則認為：狂轟爛打、死纏硬磨，是中國人的文化底蘊。
還說(shuō)什么，中國多少的優(yōu)秀的女孩子都(dou)是這樣被一些死纏硬磨的給搞定了。消費者也不例外！ 然而，(′；ω；`)我們來(lái)看看現實(shí)中的情況。腦白金、(╯°□°)╯哈藥和海王??(wang)等可以說(shuō)是這方面的運作的典范。相對來(lái)說(shuō)，海王還好點(diǎn)，至少他的廣告在某些方面還是有些創(chuàng )意的。 確實(shí)，腦白金、哈藥、海王等在一定時(shí)間取得一定的成績(jì)，且相當不差。然而，我們卻忽視一個(gè)最基本的事實(shí)，那可是以犧牲企業(yè)的可持續發(fā)展為前提的??！從各方面的反(fan)饋的信息來(lái)看，也確實(shí)如此，腦白金前年投了2個(gè)億，銷(xiāo)了10個(gè)億；但去年卻是投了4個(gè)億，銷(xiāo)了8個(gè)億；還有哈藥，都已經(jīng)被人兼并了；海王，業(yè)績(jì)也是讓人擔心，一個(gè)海王金樽就投了幾(╬?益?)個(gè)億，單一的一個(gè)產(chǎn)品，又能有多少銷(xiāo)量！他們都是為了賺(╬ ò﹏ó)取利潤而徹底犧牲了消費者的信任！ 這也是為什么中國的??保健品企業(yè)一直做不大的深層次原因，他們騙┐(′?｀)┌取了消費者的信任而又沒(méi)有真誠地面對消費者，騙完了城市，就又騙到農村市場(chǎng)去。殊不知，這樣，也就把整個(gè)行業(yè)給搞臭了，也怪不得保健品企業(yè)都是大起??大落。 隨著(zhù)大規模營(yíng)銷(xiāo)時(shí)代的終結，我們需要理智地分析，分析我們的消費環(huán)境，分析我們的(de)消費者，分析我們自身；我們需要周密地判斷，判斷消費者需要什么，我們又能提供什么。 在此基礎上，經(jīng)過(guò)整合分析，才能決定我們該向消費者傳播什么？這當中，有一個(gè)很大的誤區就是：我們的企業(yè)把過(guò)多的目光和精力聚焦在??競爭對手身上，而不是消費者身上，對手傳播了什么？??然后我們馬??上跟進(jìn)，也傳播什么？稍好一點(diǎn)，就搞得與從不同。
而大部分的都是這樣，在沒(méi)有比對手更好的時(shí)候，就干脆搞一個(gè)與對手一模一樣的傳播訴求。促銷(xiāo)戰、贈品戰、價(jià)格戰，都這這(zhe)種傳播理念下的產(chǎn)物。 在目前的(′ω｀)中國階段，市場(chǎng)競爭加劇，市場(chǎng)次序處于整頓階段，媒體分裂，渠道演義；與此同時(shí)，消費者開(kāi)始注重品牌消費，需求多樣化，有功能性需求、服務(wù)性需求、也有聯(lián)想性需求，但總體來(lái)說(shuō)，依然消費謹慎，對價(jià)格敏感；而我們的企業(yè)則是營(yíng)銷(xiāo)急功近利、營(yíng)銷(xiāo)組織老化、大量的面臨著(zhù)變革的任務(wù)壓力。 在這樣???的背景下，我們的傳播主題和內容則也是千樹(shù)萬(wàn)(′▽?zhuān)?)樹(shù)梨花開(kāi)！從獨特的銷(xiāo)售主張到強勢的品牌聯(lián)想，從定位??論到需求導向論，從直覺(jué)論到整合論，千軍萬(wàn)馬(′ω｀)過(guò)獨木橋，各有各的招，各有各的道(′?｀)。 但是對于不同的傳播主題和內容，我們要分析，要判斷。沒(méi)有最好的傳播，也沒(méi)有一勞永逸的訴求，只有最合適。最合適于企業(yè)的，才是最好的！ 1、獨特的銷(xiāo)售主張 這一傳播理論強調的是產(chǎn)品具體的特殊的(de)功效和利益。運用的營(yíng)銷(xiāo)模式則是FFAB技巧。也就是說(shuō)：我們這個(gè)產(chǎn)品有什么特點(diǎn)，也就是說(shuō)它??有什么功能，所以它具有什么優(yōu)點(diǎn)，比方說(shuō)，當你什么什么的時(shí)候，它能夠給你帶來(lái)什么利益。 比方說(shuō)：“我這個(gè)手提電腦只有1.3ヽ(′▽?zhuān)?ノ公斤，也就是說(shuō)它很輕，所以它攜帶很方便，比方說(shuō)，當你商旅出差的時(shí)候，你可以非常輕松地攜帶著(zhù)它處理商務(wù)而不覺(jué)勞累！” 對于這種傳播理論，國內不少企業(yè)都運用得比較好。
也(ye)就是廣告公司最喜歡向企業(yè)推薦的USP理論。 2、強勢的品牌聯(lián)想(xiang) 這一傳播理論強調的是制造消費者心理價(jià)值。它又細分為三種：企業(yè)形象聯(lián)想；產(chǎn)品品質(zhì)聯(lián)想；使(?????)用者形象聯(lián)想。 比如提到海爾，消費者可能會(huì )聯(lián)想(xiang)到爾“真誠??到永遠”的服務(wù)或國內最大的家電企業(yè)；提到索尼，消費者馬上會(huì )聯(lián)想到索尼產(chǎn)品的高品質(zhì)高價(jià)(′?_?`)位。只要是索尼的(?⊿?)產(chǎn)品，就認為是品質(zhì)最卓越的，最可信賴(lài)的。 提到萬(wàn)寶路，消費者馬上就聯(lián)想到西部牛仔的粗獷形象。那種消費的感覺(jué)馬上就會(huì )體現在消費者的神情和心態(tài)中。 3、定位論 它強調占據心理(◎_◎;)位置，強調第一。 根據(′▽?zhuān)?)不同的分類(lèi)，定位可分為單一定位、三重定位、體驗定位。 單一定位中，又有第一的定位、對比的定位和類(lèi)別的定位。如全球銷(xiāo)量第一的格蘭??仕微波爐就是第一位的定位；只做第二的美的微波爐就是對比的定位；類(lèi)別于“兩樂(lè )”的七喜飲料就是類(lèi)比的(?????)定位。 三重定位中，又有理性定位、感性定位和感(gan)覺(jué)定位； 體驗定位的核心理念是體驗式營(yíng)銷(xiāo)。如星巴克、耐(′▽?zhuān)?克等。他們是創(chuàng )造了一種體驗，而非銷(xiāo)售他的產(chǎn)品。 4、需求導向論 需求導向的根本是進(jìn)行雙向溝通建立顧客忠誠。立腳點(diǎn)是從顧客的需求出發(fā)。在這方面運作的成功典范就是寶潔??。它通過(guò)研究消費(fei)者的需求并把它轉化為新┐(′?｀)┌產(chǎn)品(⊙_⊙)概ヽ(′▽?zhuān)?/念，然后進(jìn)行測試，確認了消費者的需求后，再開(kāi)始小規模試銷(xiāo)，進(jìn)行進(jìn)一步的驗正和校正，等完全成熟后，再上市。
這樣的產(chǎn)品傳播的結果就是，消費者與品牌建立起牢固的品牌忠誠關(guān)系：喜歡，經(jīng)常性購買(mǎi)或喜歡，系統性購買(mǎi)。 5、直覺(jué)論 直覺(jué)論的核心是感覺(jué)消費。在大部分分看來(lái)，這類(lèi)消費可能大部分?????集中快速流轉類(lèi)產(chǎn)品上。但實(shí)際上不盡然，反而是(shi)大宗消費在這方面體現得更明顯。諸如如(ru)房產(chǎn)、汽車(chē)、電腦、手機等。 一個(gè)最明顯的例子就是桑塔那2(′?｀)000型。大部分人都會(huì )選擇這款。其實(shí)，在綜合配置上，這款絕對沒(méi)有神龍富康和捷達好，但是大部分消費者(zhe)卻偏偏選擇了這一款，主要原因是它有一個(gè)好看的“屁股”和“流線(xiàn)型”，就憑這些，消費者跟著(zhù)(′_｀)感覺(jué)走，就不知不覺(jué)地買(mǎi)了。 6、整合論 它強調與消費者建立起關(guān)系，全面降低營(yíng)銷(xiāo)成本。實(shí)際上，它包括了兩種情況，一種是一對一營(yíng)銷(xiāo)??，另一種是關(guān)系營(yíng)銷(xiāo)。 就目前來(lái)??說(shuō)，我們的企業(yè)強調的都是市場(chǎng)占有率，其實(shí)這是(shi)大眾營(yíng)銷(xiāo)的思路，說(shuō)白了，就是把單一產(chǎn)品賣(mài)給更多的顧客。自然，這樣的成本也就很高。在傳??播中，我們就要向很多的目標進(jìn)行傳播和訴求； 而整合論則是一方面降低了傳播的成本，而且也提高了傳播的有效到達率！ 在這里，一對一營(yíng)銷(xiāo)，強調的是顧客占有率，它是把更多的產(chǎn)品賣(mài)給同一顧客，成本主要集在同一顧客。很明顯。開(kāi)發(fā)一個(gè)新顧客的成本比維持一(T_T)個(gè)老顧客的成本要高許多！ 關(guān)系營(yíng)銷(xiāo)，則是把更多的(de)價(jià)值賣(mài)給同一顧客，而不是更多的產(chǎn)品。
整合的關(guān)鍵：用什么傳播？用什??么傳播，關(guān)鍵就是要找到合適的品牌接觸點(diǎn)。 而更好地了解目標??消費群則可以幫我們找到更有效的品牌接觸點(diǎn)。 以往在尋找與目標群溝通的接觸點(diǎn)時(shí)往往還是落在傳統媒體上，但隨著(zhù)媒體零碎化，消費者能夠接受的訊息的渠道越來(lái)越廣泛，一味的依賴(lài)傳統媒體(′▽?zhuān)?)是遠遠不夠的，還需要分析目標群的生活方式中來(lái)尋找具有洞察力的品牌接觸點(diǎn)。如消費態(tài)度分析、賣(mài)場(chǎng)考┐(′?｀)┌察等也可以起到很好的作用。 還是以上述提到的化妝品牌為例。 通過(guò)對C??(′?｀)MMS的聚類(lèi)分析我們可ヽ(′ー｀)ノ以知道(′_｀)：??核心目標群喜歡和朋友在一起，社會(huì )活動(dòng)豐富，喜歡購物，去咖啡廳，唱卡拉??OK。于是，我們可以嘗試著(zhù)在星??巴克等咖啡廳和KTV等地點(diǎn)放置產(chǎn)品目錄和印有產(chǎn)品廣告的明信片。這些小眾媒體遠比傳統媒體來(lái)得實(shí)惠和價(jià)值。除此之外ヽ(′▽?zhuān)?ノ，通過(guò)定性調查，發(fā)現消費在城市的時(shí)尚購物廣場(chǎng)或中心看不到產(chǎn)品的專(zhuān)柜就會(huì )對產(chǎn)品沒(méi)有信心，于是我們可以建議在一些有代表性的購物廣場(chǎng)設立產(chǎn)品展示專(zhuān)柜，哪怕沒(méi)有什么??銷(xiāo)量。沒(méi)關(guān)系，那是一種很好的傳播方式。 尋找到了品牌的接觸點(diǎn)和確認了品牌接觸點(diǎn)后，我們就要考慮對媒體進(jìn)行組合和整合。 在對媒體進(jìn)行組合之前，我們需要對媒體的職能有個(gè)全面的認識，只要這樣，我們才會(huì )實(shí)實(shí)在在把媒體進(jìn)行整合，而不是把媒體(′?｀*)進(jìn)行相加。
1、媒體作為傳播工具。主要指廣告訊息可以接觸到多少人(ren)。即我們在進(jìn)行媒體整合時(shí)要考慮成本效益。 2、媒體作為介質(zhì)。指對產(chǎn)品信息解碼的能??力。如是否具有聲音、圖像、文字的功能。其本質(zhì)就是要考慮如何利用不同類(lèi)型的媒體的特征。比如，在報紙中，我們可以考慮在??彩色版面中考慮用黑白的廣告以突出自己的廣告。 3、(′?_?`)媒體ヾ(′▽?zhuān)??作為訊息。指每個(gè)媒體自身的涵義，并且如何通過(guò)媒體自身的涵義對目標群信息的接收產(chǎn)生影響。如在中央臺打廣告等于就是向消費者暗示廣告主是個(gè)大品牌，擁有較強的實(shí)力。而在鳳凰臺打廣告，某種程度則暗示受眾廣告主可能是個(gè)國際品牌，或是希望走向國際的品牌；而在高檔時(shí)尚類(lèi)雜志上打廣告，則是會(huì )建立起時(shí)尚與品牌之間的聯(lián)系。 4、媒體作為杠桿。指媒體本身對廣告效應有提升作用。 因此，在考慮媒體策劃和整合時(shí)，就要考慮上述媒體的職能。體現在媒體策劃方面，就有??： 1、經(jīng)濟節約，最大限度(T_T)為(′ω｀)客戶(hù)省錢(qián)。 2、追求創(chuàng )新。 現在的消費者每天都(?⊿?)接觸很多的媒體，媒體分裂時(shí)代已來(lái)臨。廣告費越來(lái)越貴，而廣告效果則越來(lái)越差。如何從眾多的媒體中脫穎而出，以抓住目標群的注意力？廣告形式必須力求創(chuàng )新，但創(chuàng )新同時(shí)必須與創(chuàng )意進(jìn)行很好地結合。 3、努力建立品牌與目標群之間的(′?｀*)關(guān)系。
對于大眾媒體，通?？梢杂行У貛椭⑴频闹?。而對于小眾媒體，則可以針對某些特定人群，而且它可以很好地建立起消費者與產(chǎn)品或品牌的某種內在聯(lián)系，讓消費者感覺(jué)親切，感覺(jué)這是專(zhuān)為他而做的廣告。 比如：餐巾紙這種小眾媒體，現已開(kāi)發(fā)被許多廠(chǎng)家利用( ?▽?)。但如何利用好？并與目標群建立關(guān)聯(lián)？則是每個(gè)廠(chǎng)家要考慮的。 記得(?Д?)當初方太廚具進(jìn)行集成廚房的區域市場(chǎng)推廣時(shí)，準備利用這種小眾媒體時(shí)，市場(chǎng)上已有不少廠(chǎng)家在利用。但與目標群都沒(méi)有很好地結合，要么就是在商場(chǎng)里派發(fā)，要么就是在展覽會(huì )上贈送，都沒(méi)有體現與目標群的結合??。如何結合？這是方太廚具首先要考慮的，否則就是起不到應有的效果。最后經(jīng)過(guò)討┐(′?｀)┌論，公(gong)司決定在首站推廣城市深圳，采用這種形式。時(shí)逢正好深圳首屆(°ロ°) !高交會(huì )即將召開(kāi)，于是方太正好準備借這個(gè)東風(fēng)。但首屆高交會(huì )兩個(gè)不成文的規定。第一必須是高新技術(shù)企業(yè)，才能參展；第二，所有廠(chǎng)ヽ(′▽?zhuān)?ノ家不得派發(fā)宣傳品，連餐巾紙也不例外。 在這種情況下，怎(?Д?)么辦？ 最后，經(jīng)過(guò)討論和公關(guān)，最后決定由高交會(huì )現場(chǎng)的所有的保安向參觀(guān)和參展的客人贈送，主要??目的是擦汗。因為當時(shí)的深圳天氣很熱。 就這樣，方太借勢打了一個(gè)擦邊球。但這個(gè)效果超過(guò)高交會(huì )任何一個(gè)廠(chǎng)家的大眾媒體和小眾媒體的廣告。
但投入不到5000元。 4、建立協(xié)作關(guān)系。 比如：方太，作為(wei)專(zhuān)業(yè)廚具公司，可以(yi)在時(shí)尚、(′?_?`)家居、快樂(lè )廚房等媒體打些硬性??廣告，但(dan)如果再在里面的廚房裝修或設計欄目里放上方太典型產(chǎn)品，那效果將會(huì )是更好??！說(shuō)服力更強！ 5、巧妙利用媒體本身的廣告作用。 適當的公關(guān)活動(dòng)可以更好地提升公司形象，巧妙地利用軟性文章(°ロ°) !的形式可??以增(zeng)強品牌的置信度和廣告效果。 比如，方太的形象代言人是香港的方太，方太廚具就可以在某些家政或家居媒體里將代言人的形象放在封面，配以講述香港方太和產(chǎn)品關(guān)聯(lián)的軟文作為封面故事，充分利用香港方太的影響力再配以方太廚具的硬性廣告，以建立品牌的知名度，并充分擴大廣告所帶來(lái)的影響。 知道了“向誰(shuí)傳播”，也知道“怎么傳播”，還知道了“用什么傳播”。但我們在執行“整合”的過(guò)程中，一定要注意有所為有所不為的原則，并不是1+1就大于2，關(guān)鍵是，一不能“(′?｀*)曝光不足”，也不能“曝光過(guò)度”??。 當然，在整合營(yíng)銷(xiāo)傳播中，“整合”是基礎，互動(dòng)才是雙贏(yíng)，再好的“整合”或者是(?_?;)再好的“(°o°)傳(chuan)播”，如果不能最終在營(yíng)銷(xiāo)中產(chǎn)生拉力，不能與消費者建立起良好的互動(dòng)關(guān)系，則將是被證明不成功的。 一個(gè)成功的整合傳播方案，它的最終衡量標準看是否產(chǎn)生了終端ヽ(′▽?zhuān)?/的拉力！well, with the effectiveness of services to defend the interests of the masses. Third, we should strive to do well. To achieve good pract(◎_◎;)ical results, the key is to know the law, to gras(??ヮ?)?*:???p the laws and using laws. Office of economic develop(′?_?`)ment, social progress, there are rules to follow. Only act according to the law, to overcome blindness and?? strengthening inヽ(′ー｀)ノiti┐(′ー｀)┌ative, creative. Working in the Office, we should be good(′?｀) at analyzing the essence of things, to find regular thing, change from passive to active, to seek one. Investee 2. establishment of evaluation?? system. Evaluation system?? is essentially an incentive mechanism, the evaluation wa??s objective and fair, reas??onable, and can stimulate a person’s energy, mobil?izing people’s enthusiasm or be misleading, dampened the enthusiasm of people. At present, the concept of people-oriented people, but to establish and perヽ(′ー｀)ノfect evaluation system is still laggin( ?ヮ?)g behind. Work in this area should be seriously caught up. “Three emphasis on” to take advantage of. Is a foc??us on sta??ndards andヾ(?■_■)ノ scientific. A fundamental point of the evaluation criteria, is to keep contact, development, compr(′_｀)ehensive eye evaluation of cad??res. Office work, both “record” and “??potential performance”; both subjective efforts, take another look at?? the obje??ctiv??e condition; both “pragmatic” enough, take another look at the “ret(??-)?reat” level. Second, focus on participating(?⊿?) the breadth of the subject. Evaluation of cad??res must give full play to demo(╯°□°)╯cracy, cadres and the masses handing over eval??uation. Office work services leadership and service bas(???)e??, serve the people, then nominated the main object will conta??in a variety of services, so that assessment was accurate and to avoid one-sidedness. Third,?? pay attention to the seriousness of the conclusion. The use of evaluation findings is mainly embodied in his direction. Permi(◎_◎;)tted to choose one, it would be tantamount to establishing a banner. Evaluation can’t take care of the balance, otherwise it would undermine the offset the positive significance of evaluation. Office of the party committヾ(′▽?zhuān)??ees at all levels should take the findin??gs as on th??e cadres ‘??; bonus-penalty, an important basis for future movements, incentive and re( ?ω?)straint effect of making evaluations. 3. Pre(?Д?)vention of understanding “infidelity”. People-centered development, concrete is dialectical,. In prac??tice in the process, to prevent one-sided and still look, from ac( ?ヮ?)tual people. One is to use dialectical point of view to understand. Humanist is the core of th??e scientific Outlook on development, remains the development of the scientific Outlook on development emphasizes, is still taking economic construction as the Center. Any departure from th??e developmen??t of thought and action, is a misinterpretation and misunderstanding of people-oriented. Adhere to pe(′_｀)ople-oriente??d both(′_｀) to overcome one-sidedness? of the old, but also to prevent one-sidedness, not ac??celerating the development of people?? and the opposit┐(′д｀)┌ion. Must be very clear, people oriented and spee(′ω｀)ding up development is not opposed, but consistent, we should never bewell, with the effectiveness of services to defe(′ω｀*)nd the interests of the masses. Thi(╯°□°)╯rd, we should strive to?? do well. To achieve good practical results, the key is to?? know th(′_ゝ`)e law, to grasp the laws and using laws. Office of economic development, social progress, theヽ(′▽?zhuān)?ノre are rules to follow. Only act according to the law, to overcome blindness and strengthening initi??ative, creative. Working in the Office, we should be good at analyzing the essence of things, to find regular thing, change from passive to active, to seek?? one. Investee 2. establishment of evaluation system. Evaluatio??n sys??tem is essentially an incentive mechanism, the evaluation(′?｀*) was objecti??ヽ(′▽?zhuān)?ノve and fair, reasonable, and can stimulate a person’s energy, mobilizing people??’s enthusiasm or be misleading, dampened the enthusiasm of people. At present, the concept of people-o(′▽?zhuān)?)ri??ented people(′▽?zhuān)?, but to establish and perfect evaluation system is still lagging behind. Work in this area shoul??d be seriously caught up. “Three empha??sis on” to take advantaヾ(＾-＾)ノge of. Is a focus on standards and scie??ntific. A funda(?_?;)mental point of the evaluation criteria, is to keep contact, development, comprehensive eye evaluation of cadreヾ(′?｀)?s. Office work, both “record” and “potential performance”; both subjective efforts, take another look at the objective condition; both “pragmatic” enough, take another look at the “retreat” level. Second, focus on partヾ(?■_■)ノicipating the breadth of the subject. Evaluation of cadres must give full play to democracy, cadres and the massヽ(′▽?zhuān)?ノes handing over evaluation. Office work services leadership and service base, serve the people, then nominated the main object will contai??n a variety of services, so that assessment was accurate and to avoid one-sidedness. Third, pay attention to the seriousness of the conclusion. The use of evaluation findings(′?｀) is main(′Д` )ly embodied in his direction. Permitted to choose one, it would be tantamount to establishing a banner. Evaluation can̵??7;t take ca??re of the balance, otherwise it would undermine the offset the positive signific??ance of evaluation. Office of the party committees(′_ゝ`) at all levels should take the findings as on the cadres ‘ bonus-penal(???)ty, an important basis for future movements, incentive and restraint effect of making ev(T_T)aluations. 3. Prevention of understanding “in??fidelity”. People-centered development, concrete is dialectical,(′_ゝ`). In practice in the process, to prevent one-sided and still look, from actual people. One is to use dialectical point of vi┐(′д｀)┌e??w to understand. Humanist is the core of the scientific Outlook on development, remains the development of the scientific Outlook on development emphasizes, is still taking economic construction as the Center. Any departure from the develop??ment of thought and action, is a misinterpretation and misunderstan(′?｀*)ding of people-o??riented. Adhere to people-orie??nted both to ove( ?ヮ?)rc??ome one-sidedness of the old, but also to prevent one-sidedness, not accelerating the development of people and the oppos??ition. Must be very clear, people oriented andヽ(′ー｀)ノ speeding up development is not opposed, but consistent, we should never bepeople-orien(╯°□°）╯︵ ┻━┻ted in the name of reducing our enthusiasm. Premier Wen Jiabao’s(′?_?`) Government(?⊿?) work?? rep??ort this year, identified as 7% growth, 2.1??% lower thaヽ(′ー｀)ノn last year’s 9.1%, but in 8 work remai(′?｀)ns to accelerate development in the first place … Work standards. Second is to use the scale of development to understand. Society is evolving, human needs are also changing. Practice of hum(′▽?zhuān)?anism is a long-term process and cannot be achie??ved overnight. To?? tr(╬?益?)eat people if you stand stil(′?_?`)l and rigid dogma, it is possi(O_O)ble to return to this, see things but not peopleR?17;s old ways. Therefore, we have??? to follow the development of the times, and continue debugging the humanist pe(′；д；`)rspective, innovative people-oriented way. Under the new historical conditions, we are requested by the times, set up a brand new conce???pt, a high starting point, high?? standard of armed people, shaping, exercise, people, co(O_O)nstantly taking the new conno(╯°□°）╯tation of the times. Terms of Office, is to lead the vast numbers of cadres to actively adapt to the knowledge faster and actively adapt to the increasingly?? high level of leadership situation, act??ively adapt to theヾ(′?｀)? dema??nd of the masses more and more situations, eager to learn, enhance accumulation, efforts, honed the ability to overcome a good service, panic. Third is to use realistic understanding. Adhere to people-oriented must be based on reality, not div??orced from reality. Desk no water cups here in Ho(?Д?)ng Kong, staff need to drink some water to?? the drinki??ng fountain on a floor, the glass used is a one-time?? non-cone type. Drink this cup can only hold, cannot be put down. This is not only to save on glass materials, more important is to force you?? to get drinking water, go back to your seat business. Our emphasis on people-oriented, does noヽ(′ー｀)ノt imply you can indulge the desires, th??e comfortable, the pursuit of enjoyment. Office of the party committees at all levels of our comrades, must co??n(′▽?zhuān)?)tinue to maintain the styヾ(′?｀)?le of plain living an(′?｀*)d?? hardヾ(′▽?zhuān)?? struggle, to sta(′_ゝ`)nd up to the tests of temptations, exciting?? “eˉ\_(ツ)_/ˉnergy” conservation &#??8220;disposition” to the spirit of selfless dedica(′_｀)tion and provide services. Inve(′?_?`)stee 4. cl(╯°□°）╯︵ ┻━┻early defined responsibilities. Putting people first is?? a common vision of development, everyone is a liability??. People-oriented, above an??d below with the responsibility(′?_?`) for coordinating system must be established and hold every(′Д` )one accountable. First, we must strengthen the leadership. “In its place, its go??vernance, its level, bear the responsibility of the Division.” This is the min(′?ω?`)imum requirement for leaders, is a measure of the basic criteria for whether a leading cadre is competent. Leaders need to “it is an official term for the benefit of” mission, consciously as(?⊿?)sume responsibility for implementing people-oriented. Directoヽ(′ー｀)ノr of the Office of the party co(???)mmittees at all levels is th??e responsibility of the units to implement people-oriented, to mana(′?_?`)ge their people, “plug in own responsibility”, effectively enhance the education of leadin(′▽?zhuān)?g ca??dres, cadres and cadres work, efforts to revitalize the?? Office of human resou??rces, Office work is full of vigor and vitalitypeople-oriented in the name of reducing our enthusiasm. Premier Wen Jiabao’s Government work report this year, identified as 7% growth, 2.1% lower than last year’s 9.(′?ω?`)1%, but in 8 work remains to accelerate development in the first place … Work standards. Second is to use the scale of development to understand. Society is evolving, human needs are also changing. Practice of humanism is a long-term process and cannot be ac???hieved overnight. To treat people if you stand still and rigid dogma, it is possible to return to this, see things but not people’s old ways. Therefore, we have to follow the developmヾ(′▽?zhuān)??ent of the ti??mes, and continue debugging the humanist perspective, innova??tive people-oriented way. Under the new historical conditions, we are requ??este(′▽?zhuān)?)d by the times, set up a brand new concept, a high starting point, high stan(╯‵□′)╯dard of armed people, shaping, exercise, people, constantly taking th??e new connotation of the times. Terms of Office, is to lead the vast numbers?? of cad(′▽?zhuān)?)res to actively(′▽?zhuān)? adapt to(′▽?zhuān)? the knowledge faster and actively adapt to the increasingly high level of le(′ω｀)adership situ(╯°□°）╯ation, actively?? adapt to the demand of the masses mo(′_｀)re and more situatio??ns, eager to learn, enhance accumulation, efforts, honed the ability to overcome a good service, panic. Third is to use realistic understanding??. Adhere to people-oriented must be based on reality, not divorced from reality. Desk no water cups here in Hong Kong, staff need to drink some wat(′?｀*)er to the drinking fountain on a floor, the glass used is a one-time non-cone type. Drink this cup can only hold, cannot be put down. This is noヽ(′▽?zhuān)?ノt only to save on glass materials, more important is to force you to get drinking water, go bac??k to your seat business. Our emphasis on people-oriented, does not imply you can indulge the desires, the comfortable, the pursuit of enjoyment. Office of the party committees at all levels of our comrades, must co(?Д?)ntinue to maintain the style of plain livi??ng and hard strヽ(′ー｀)ノuggle, to stand up to the tests of tempta(′_｀)tions, exciting “energy” conservation “disposition” to the spirit of selfless dedication and provide services. Investee 4. clearly defined responsibilities. Putt( ?ω?)ing people first is a common vision of development, everyone is a liability. People-oriented, above and below with the re(′?_?`)sponsibility for coordinating system must be established and hold everyone accountable. First, we must str(′Д` )engthen the leadership. &#ヾ(′ω｀)?8220;In its place, its goverヽ(′?｀)ノnance, its level, bear the responsibility of the Division.”?? This is the minimum requirement for leaders, is a measure of the basic criteria for whether a leading cadre is┐(′?｀)┌ competent. Leaders need to “it is an official term for the benefit(╯°□°）╯︵ ┻━┻ ofR(°ロ°) !21; mission, consciously assume responsibility for implementing pe??opl┐(′д｀)┌e-oriented. Director of the Office of the party committees at all levels is the responsi(′?｀)bility of the units to implement peopl(′?_?`)e-or??iented, to manag(′ω｀)e their peo??ple, “plug in own responsibility”, effectivel(??ヮ?)?*:???y enhance the education of?? leading cadres, cadres and cadres work, efforts to revitalize the Office of human resources, Office work is full of vigor and vitalitywell, with the effectiveness of services to defend the interests of the masses. Third, we should strive to do well. To achieve good practical res??ul??ts,?? the key is to know the law, to grasp the laws and using laws. Office of economic development, social progress, there are rules to follow. Only act according to the law, to overco( ?ω?)me blindness and?? strengthening initiative, creat??ive. Working in the Office, we should be good at analyzing the essence of things, to?? find regular thing, changeヽ(′▽?zhuān)?ノ from passive to active, to seek one. In??vestee 2. establis(′_｀)hment of evaluation system. Evaluation system is essentially an incentive mechanism, the evaluation was objective and fa( ?ω?)ir, reasona(′ω｀*)ble, and can stimulate a person’s energy, mobilizing people’sヽ(′ー｀)ノ enthus??iasm or be misleading, dampened the enth??usiasm of people. At present, the concept of people-oriented people, but to establish and perfect evaluation system is still lagging behind. Work in this area should be seriously caught up. ̶??0;Three emphasis on” to take advantage of. Is a focus on standards and scientific. A fundamental point of the evaluation criteria, is to keep contact, development, comprehensive eye evaluation of cadres. Office work, both “record” and “potential performance”; both subjective efforts, take another look at the objective condition; both “pragmatic” enough, take another look at the “retreat” level. Second, focus on participating the breadth?? of the subヽ(′ー｀)ノject. Evalua(╯°□°)╯tion of cadres must give full play to democracy, cadres and the masses handi??ng over evaluat??ion. Office work services leade??rship and service base, serve the peo??ple, then nominated the mai┐(′ー｀)┌n obj???ect will contai(′?_?`)n a variety of services, so that assessment was accurate and to avoid one-sidedness. Third,(′▽?zhuān)? pay attention to the serious(′▽?zhuān)?ness of the conclusion. The use of evaluation findings is mainly embodied in his direction. Permitted to choose one, it would be tantamou( ?ω?)nt to estab??lishing a banner. Evaluation can’t take care of the balance, otherwise it would undermine the offset the positive signifi??cance of evaluation. Office of the part??y committees at all levels should take the findings as on the cadres ‘ bonus-penalty, an important basis for future movements, incentive and rest(′?_?`)raint effect of making evaluations. 3. Prevention of understanding “infidelity”. People-centered development, concrete is dialectical,. In practice in the process, to prevent one-sided and still look, from actual people. One is to use dialectical point of view to understand. Humanist is the core of the scientific Outlook on development, remains the developm??ent of the scientific Outlook on development(′-ι_-｀) emphasizes, is still taking economic construction as the Center. Any departure fro??m the development of thought(′_｀) and actio??n, is a misinterpretation and misunderstanding of people-oriented. Adhere to people-o(????)riented both to overcome onヽ(′ー｀)ノe-sidedness of the old, but also to prevent one-sidedness, not accelerating the dev(╬?益?)elopment of people and the opposition. Must be very clear, people oriented and spee??ding up development is not opposed, but consistent, we sh???ould never bepeople-oriented in the name of reducing our enthusiasm(O_O). Premier Wen Jiabao’s Government work report this year, identified as 7% growth, 2.1%?? lower than last year’s 9.1%, but in 8 work remains to accelerate development in the first place … Work standards. Second is to use the scale of development to understand???. Society is evolving, human needs are also changing. Practice of humanism is a long-term?? process and cannot be achieved overnight. To treat people if you stand still and rigid dogma, it is possible to return to this, see things but not people’s old ways. Therefore, we have to follow the development of the times, and continue debugging the humanist perspective, inno??vative people-oriented way. Under the new historical conditions, we are requested by the times, set up a brand new concept, a high starting point, high standar(???)d of armed people, shaping, exercise, people, constantly taking the new connotation of the times. Terms of Office, is to lead the vast numbers of cadres to act??ively adapt to the knowledge faster and actively ada(???)pt to the increasingly high level of leadership situation, actively adapt to the demand of the masses more and more situations, eager to learn, enhance accumulation, efforts, honed the abilit(′Д` )y to overcome a good service, panic. Third is to use realistic understanding. Adhere to people-??oriented must be baヽ(′ー｀)ノsed on reality, not divorced from reality. Desk no water cups here in Hong Kong, staff need to drink some water to the drinking fountain on a floor, the glass used is a one-time non-cone type. Drink this cup can only hold, cannot be put down. This is not only to save on glass materials, more important is to force you to get drinking water, go back to your seat business. Our emphasis on people-oriented, does not imply you can inヽ(′▽?zhuān)?ノdulge the desires, the comfortable, the pu(°o°)rsuit of enjo??yment. Office of the party committees at all levels of our comrades, must continue to mai(⊙_⊙)ntain the style of plain living and hard struggle, to stand up to the tests of(T_T) temptationヽ(′▽?zhuān)?ノs, exciting R??2??0;ene??rgy” conservation “disposition” to the?? spirit of selfless dedication and provide(′ω｀) services. Investee 4. clearly defined responsibilities. Putting pe??ople first is a common vision of dev(?Д?)elopment, everyone is a lia(′；ω；`)bi??li(T_T)ty??. People-oriented, above and below with the responsib(′▽?zhuān)?)ility for coordi??nating system must be established and hold everyone accountable. First, we must strengthen the leadership. “In its place, its governance, its level, bear the responsibility of the Division.” This is the minimum requirement for leaders, is a measure of the basic criteria for whether a leading cadre is competent. Leade(′?_?`)rs need to “it is an official term for the benefit of” mission, co??ns??ciously assume responsibility for implementing people-oriented. Director of the Office of the party committ??ees at all level??s is the responsi??bility of the units to impleˉ\_(ツ)_/ˉment people-oriented, to manage their people, “plug in own responsibility”, effectively enhance the educatio??n of leading cad(?Д?)res, cadres and cadres work, efforts to revitalize the Office of human resources, Office work is full of vigor and vitality
（作者：口碑營(yíng)銷(xiāo)）