1、,組織結(jié)構(gòu),點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,1,擴散關(guān)系,3,2,1,3,2,1,添加標題,添加標題,添加標題,擴散關(guān)系,添加標題,添加文本內(nèi)容,添加標題,添加標題,添加標題,添加文本內(nèi)容,添加文本內(nèi)容,對比關(guān)系,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,4,遞進關(guān)系,點擊添加文本,點擊添加文本,點擊添加文本,點擊添加文本,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,點擊添加標題,5,Consulting,Marketi

2、ng,Contents,Flash,Design,Coding,CTI,UMS,Mailing,Server,D/B,Creative,Interaction,System,ebiz Integration,Strategy,Sopping,eCRM,IRM,VOC/ RMS,e- Learning,Interactive Full Service,eSolution,6,Trade allowanes,Price offs,In-on or near-packs,Sampling,Coupons,Trade coupons,Free-in-the-mail Premiums,Self-liq

3、uidating Premiums,Contests & Sweepstakes,Refund offers,Bonus packs,Stamp & Continuity plans,7,Case 011,- TV-CM(30”,15”) - Radio-CM - Print - Banner,- 4 (TV/) - / - / - /DM/,product,media,creative,idea,plan,concept,8,Market Share, 11% A 15% B 30% C 32%,Core Value = price, 40% A 13% B 26% C 50%,Core V

4、alue = Benefit,2005,2006, 1 2, 4 3, 33% A 6% B 27% C 25%, 20% A 15% B 39% C 50%,9,USP Discipline Ad Platform,Compet- ition,Target,Brand Essence,Positioning,planning,concept,Objective,USP Discipline Ad Platform,USP,10,Case 014,Brand strength,functional power,awareness power,image power,Reputation pow

5、er,Brandstatus,A 27%,B 43%,D 11%,C 19%,Brand Power,11,B R A N D,Place,Price,Product,Package,Personality,Values,Benefits,Essence,12,New Brand Direction,Case 016,difference,relation,practical,specialty,convenience,suitability,13,Case 017,Communcation strategy,Risk,neutral,Message,Media,none,Integratio

6、n,14, , ,- , ,Innovator,Early adopter,Customer,*,*,*,15,Strategic Triangle,Dick Vaughn - FCB, ?, ?, ?,16,Target Customer,Self Confident & Adventurous, Young-at-Hearts,Mindset,Characteristics,Seeking Adventure Young in Mind,Pursuing Excitement Open to New Adventures,?,!,17,基本構(gòu)圖，為二元素交集彙整後，再進行下階段,以下是利用

7、,上面之基本構(gòu)圖，我們可以衍生不同方式來表現(xiàn)，讓觀眾眼光為之一亮之效果出來,18, , , , , , (, , ) Know-how , , ,19,20,Desktop and Laptop Option,Desktop at HQ,Laptop on the Road,Desktop at Local Office,Tape Drive (or other storage media),Desktop and Laptop Option for NetBackup or Backup Exec,21,22,23,24,25,Add Your Title,Add Your Text,Add

8、 Your Text,Add Your Text,Add Your Text,Add Your Text,26,Add Your Text,Add Your Text,Add Your Text,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,27,Text in here,01.Title Add your text in here Add your text in here Add your text in here,02.Title Add your text in here Add your text in here Add your text in here,03.Title Add your text in here Add your text in here Add your text in here,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,ThemeGallery is a Design Digital Content