高端時(shí)尚眼鏡商業(yè)計(jì)劃書案例模板模板課件

高端品牌眼鏡年度服務(wù)策劃.。LOGO高端品牌營銷分析|眼鏡行業(yè)市場分析|品牌年度計(jì)劃|營銷考核指標(biāo)|品牌服務(wù)報(bào)價(jià)2018。Part01||高端品牌營銷戰(zhàn)略Part02||眼鏡行業(yè)市場分析Part03||品牌年度計(jì)劃方案Part04||營銷考核指標(biāo)計(jì)劃Part05||品牌服務(wù)報(bào)價(jià)目錄CONTENTS。。Part01高端品牌營銷戰(zhàn)略。XX高端品牌眼鏡是老牌傳統(tǒng)企業(yè)，也是眼鏡行業(yè)的龍頭老大，多年的業(yè)務(wù)拓展、口碑積累讓眾多消費(fèi)者當(dāng)中可謂人盡皆知，但是往往是因?yàn)檫@種固有的品牌認(rèn)知，會(huì)讓消費(fèi)者、受眾對(duì)品牌的認(rèn)知定格，需要品牌營銷端不斷推陳出新，把品牌和產(chǎn)品做活，在市場競爭環(huán)境如此激烈的眼鏡市場，以傲視群雄的姿態(tài)，站在產(chǎn)品力和營銷的頂峰，諸如很多傳統(tǒng)企業(yè)近些年的營銷推廣方式，這種營銷方式是未來的一種趨勢，脈沖式的推廣將會(huì)在營銷中越來越重要。"曇花一現(xiàn)"不再是貶義，而是一種"新常態(tài)"。AboutUs。高端品牌眼鏡營銷戰(zhàn)略TEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

高端品牌眼鏡的市場營銷主要還是依賴傳統(tǒng)媒體和渠道，通過相對(duì)保守和穩(wěn)妥的傳播內(nèi)容，如海報(bào)、公益活動(dòng)、軟文等形式進(jìn)行品牌曝光和信息傳達(dá)，在如今這個(gè)流量年代，這些手段顯得有點(diǎn)局促，并且過于單一的信息渠道輸出對(duì)于全媒體曝光是有極大限制的。高端品牌眼鏡的市場營銷主要還是依賴傳統(tǒng)媒體和渠道，通過相對(duì)保守和穩(wěn)妥的傳播內(nèi)容，如海報(bào)、公益活動(dòng)、軟文等形式進(jìn)行品牌曝光和信息傳達(dá)，在如今這個(gè)流量年代，這些手段顯得有點(diǎn)局促，并且過于單一的信息渠道輸出對(duì)于全媒體曝光是有極大限制的。。高端品牌眼鏡營銷戰(zhàn)略SOTWTEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

TEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

TEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

TEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

。高端品牌眼鏡營銷戰(zhàn)略Pleasereplacetext,clickaddrelevantheadline,modifythetextcontent,alsocancopyyourcontenttothisdirectly.EnteryoursubtitlePleasereplacetext,clickaddrelevantheadline,modifythetextcontent,alsocancopyyourcontenttothisdirectly.EnteryoursubtitlePleasereplacetext,clickaddrelevantheadline,modifythetextcontent,alsocancopyyourcontenttothisdirectly.EnteryoursubtitlePleasereplacetext,clickaddrelevantheadline,modifythetextcontent,alsocancopyyourcontenttothisdirectly.EnteryoursubtitleSWTO。TEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

TEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

TEXTHEREThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

.高端品牌眼鏡營銷戰(zhàn)略添加地區(qū)名稱添加地區(qū)名稱添加地區(qū)名稱添加地區(qū)名稱添加地區(qū)名稱添加地區(qū)名稱.高端品牌眼鏡營銷戰(zhàn)略在部分渠道運(yùn)營的基礎(chǔ)上，拓展和構(gòu)建多渠道運(yùn)營模式，將現(xiàn)有的各個(gè)電子渠道通過整合的方式，將主動(dòng)服務(wù)營銷模式延伸至所有電子渠道。實(shí)現(xiàn)多渠道經(jīng)營。通過多渠道運(yùn)營手段，充分挖掘各電子渠道的作用和功能，提升其應(yīng)用價(jià)值，實(shí)現(xiàn)從有聲營銷到無聲營銷的轉(zhuǎn)變。構(gòu)建多渠道運(yùn)營體系實(shí)現(xiàn)從有聲營銷到無聲營銷的轉(zhuǎn)變.高端品牌眼鏡營銷戰(zhàn)略針對(duì)中國移動(dòng)現(xiàn)有的電子渠道的特征，對(duì)其進(jìn)行梳理，整合，并對(duì)其使用特征，客戶偏好，粉絲群特性進(jìn)行挖掘，分析。從中獲取各個(gè)渠道的價(jià)值和利潤增長點(diǎn)。目標(biāo)1：對(duì)所有電子渠道整合，分析應(yīng)用功能和價(jià)值點(diǎn)實(shí)現(xiàn)多渠道運(yùn)營的主動(dòng)服務(wù)營銷要實(shí)現(xiàn)三個(gè)目標(biāo)基于第二階段的渠道拓展，根據(jù)各個(gè)渠道的不同應(yīng)用特征和價(jià)值，需要搭建一套“多渠道主動(dòng)服務(wù)營銷應(yīng)用平臺(tái)”，使?fàn)I銷業(yè)務(wù)均可通過這個(gè)平臺(tái)得以實(shí)現(xiàn)。目標(biāo)2：搭建多渠道運(yùn)營平臺(tái)通過實(shí)現(xiàn)多渠道應(yīng)用平臺(tái)，將逐漸擴(kuò)大電子渠道營銷服務(wù)的應(yīng)用范圍，減少人工營銷服務(wù)的比例，從而實(shí)現(xiàn)從有聲營銷到無聲營銷的轉(zhuǎn)變。目標(biāo)3：實(shí)現(xiàn)從有聲營銷到無聲營銷的轉(zhuǎn)變營銷目標(biāo).高端品牌眼鏡未來三年?duì)I銷戰(zhàn)略Disruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.

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intheUSwhiletheonline.高端品牌眼鏡未來三年?duì)I銷戰(zhàn)略第1年第2年第3年P(guān)art02眼鏡行業(yè)市場分析。眼鏡行業(yè)市場分析近段時(shí)間眼鏡行業(yè)最出彩的營銷莫過于XX眼鏡請來XXX代言，并拍攝一支逼格滿滿的形象TVC，通過超級(jí)大IP的捆綁營銷，迅速拔升品牌高度，提高知名度的同時(shí)建立好口碑并為銷售打通了渠道。所以XXX同款XX隨即成為熱搜詞匯。眼鏡行業(yè)市場分析數(shù)位化戰(zhàn)略CRM升級(jí)到SCRM數(shù)位化戰(zhàn)略分析SCM供應(yīng)鏈管理ERP企業(yè)資源計(jì)劃CRM-SCRM客戶關(guān)系管理品牌商零售商批發(fā)商消費(fèi)者SCM供應(yīng)鏈管理ERP企業(yè)資源計(jì)劃SCRM客戶關(guān)系管理供應(yīng)商零售商批發(fā)商消費(fèi)者全自動(dòng)鏡片割邊機(jī)ERP2.0QA云之家E-learning醫(yī)療硬件數(shù)位化孔明CIC。眼鏡行業(yè)市場分析品牌眼鏡高端品牌眼鏡蟬聯(lián)2016年的雙11、雙12行業(yè)類目雙冠王，上交了一份亮眼的成績單。通過構(gòu)建用戶標(biāo)簽，針對(duì)不同類型消費(fèi)者采取不同的互動(dòng)方式，以贏得消費(fèi)者喜愛以及增強(qiáng)會(huì)員忠誠度。2016年初高端品牌眼鏡門店全面升級(jí)數(shù)位化，【微信預(yù)約驗(yàn)光】和【個(gè)人視力護(hù)照】，透過客制化的孔明驗(yàn)光Pad系統(tǒng)，讓用戶在門店驗(yàn)光的視力處方，進(jìn)入數(shù)據(jù)處理中心，再推送到微信用戶上。從前端的微信接口開發(fā)、用戶預(yù)約體驗(yàn)流程、后端的孔明驗(yàn)光pad系統(tǒng)、視力數(shù)據(jù)分析、會(huì)員福利功能等是全方面360度的在線下整合。通過O2O引流到店，使用QRcode微支付，推動(dòng)門店移動(dòng)化、數(shù)據(jù)化和無紙化。并攜手分眾專享、攜程等開展跨界合作OXO，細(xì)分挖掘會(huì)員潛力，著力打造以消費(fèi)為中心的場景體驗(yàn)，鎖定精準(zhǔn)客流。。眼鏡行業(yè)市場分析EnteryoursubtitleThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

EnteryoursubtitleThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

EnteryoursubtitleThereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

。Thereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

201520162017201520162017Thereisonekindofjobthough,thatisbothindispensableanddifficult–perhapsimpossible

–toautomate:thekindthatrequiresemotionalskills.

行業(yè)大數(shù)據(jù)分析。Part03品牌年度計(jì)劃方案。年度計(jì)劃–事項(xiàng)與渠道事項(xiàng)1、病毒視頻2支2、品牌形象片2支3、惡搞、體驗(yàn)、測評(píng)、開箱類視頻2支4、自媒體欄目冠名贊助4期（《話包子》等）渠道1、視頻類媒體平臺(tái)全網(wǎng)投放2、西南地區(qū)草根自媒體采購3、貫穿銷售環(huán)節(jié)，天貓、淘寶、京東等渠道傳播。年度計(jì)劃-病毒視頻“病毒視頻”可以被視作“病毒傳播”的最新形態(tài)掃碼觀看樣片1、病毒視頻以有趣好玩想互動(dòng)愿傳播的原則打造2、病毒視頻可以為傳播主題迅速積累人氣3、病毒視頻能高效的傳遞核心信息如銷售折扣等4、病毒視頻能迅速為品牌積累社會(huì)化口碑，樹立網(wǎng)絡(luò)虛擬形象，如杜蕾斯、王尼瑪、papi醬。年度計(jì)劃-病毒視頻時(shí)間：太陽鏡銷售旺季一次，雙十一期間一次首發(fā)：草根大號(hào)傳播：各視頻平臺(tái)與草根大號(hào)同時(shí)發(fā)酵投放計(jì)劃。年度計(jì)劃–形象片“形象片”對(duì)企業(yè)的整體形象，如發(fā)展歷程、企業(yè)管理、技術(shù)實(shí)力等各個(gè)方面，給予集中而深入的展示。3、成片用于官方渠道傳播，門店播放、分眾廣告投放等掃碼觀看樣片1、高端大氣、氣勢恢宏的拍攝風(fēng)格2、核心宗旨是通過形象片展示企業(yè)、產(chǎn)品的各種優(yōu)勢等。年度計(jì)劃–形象片時(shí)間：春夏一次、秋冬一次首發(fā)：高端品牌眼鏡官方平臺(tái)傳播：各門店和廣告合作渠道投放計(jì)劃。年度計(jì)劃-體驗(yàn)測試視頻“體驗(yàn)測試視頻”主要通過直觀的對(duì)比、評(píng)測、惡搞來突出產(chǎn)品特性，植入品牌元素，提高客戶認(rèn)知。詼諧幽默的制作手法詼諧幽默的制作手法與官方正楷的宣傳旋律形成截然相反的對(duì)比，提高品牌的粉絲粘性掃碼觀看樣片體驗(yàn)館。年度計(jì)劃–形象片投放計(jì)劃時(shí)間：墨鏡類產(chǎn)品一次，近視鏡產(chǎn)品一次首發(fā)：高端品牌眼鏡官方平臺(tái)傳播：各門店和廣告合作渠道。年度計(jì)劃-欄目冠名贊助掃碼觀看樣片相關(guān)主題策劃（如“什么情況下要戴墨鏡？”）“欄目冠名贊助”主要通過已經(jīng)成型的節(jié)目的冠名贊助，提高品牌知名度。片頭口播貼片植入。Part04營銷考核指標(biāo)計(jì)劃。考核指標(biāo)計(jì)劃項(xiàng)目具體描述KPI視界視頻通過植入傳播品牌或者促銷信息100萬次播放形象片高規(guī)格的拍攝，拔升平臺(tái)可視化形象驗(yàn)收合格測評(píng)體驗(yàn)產(chǎn)品測評(píng)，植入品牌信息，提高曝光50萬次播放欄目贊助固態(tài)節(jié)目的品牌露出提升品牌知名度100萬次播放（平均25萬次）。資源展示。資源展示TEXTHEREThereisonekindofjobthough,thatisbothTEXTHEREThereisonekindofjobthough,thatisbothTEXTHEREThereisonekindofjobthough,thatisbothTEXTHEREThereisonekindofjobthough,thatisboth。Disruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.資源展示資源展示TEXTHEREThereisonekindofjobthough,thatisbothDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofworkTEXTHEREThereisonekindofjobthough,thatisbothDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofworkTEXTHEREThereisonekindofjobthough,thatisbothDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork。網(wǎng)絡(luò)營銷DisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofworkDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork。Part05品牌服務(wù)報(bào)價(jià)。項(xiàng)目具體描述價(jià)格視網(wǎng)信通過植入傳播品牌或者促銷信息xxx形象片高規(guī)格的拍攝，拔升平臺(tái)可視化形象xxx測評(píng)體驗(yàn)產(chǎn)品測評(píng)，植入品牌信息，提高曝光xxx欄目贊助固態(tài)節(jié)目的品牌露出提升品牌知名度xxx服務(wù)價(jià)格。TEXTHEREThereisonekindofjobthough,thatisbothTEXTHEREThereisonekindofjobthough,thatisbothTEXTHEREThereisonekindofjobthough,thatisbothTEXTHEREThereisonekindofjobthough,thatisbothDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofworkStart.一體化解決方案EnteryourtitleDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.

EnteryourtitleDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.

EnteryourtitleDisruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.

Disruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.

Enteryourtitle一體化解決方案。Disruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.

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intheUSwhiletheonlinesellerssupplantingthemfilltheirwarehouseswith

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insteadofhumanworkers.Disruptivetechnologiessuchasartificialintelligenceandbigdataarechangingtheworldofwork.

Retailjobs

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intheUSwhiletheonlinesellerssupplantingthemfilltheirwarehouseswith

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insteadofhumanworkers.David

ScottWilliamsJohnsonDisruptivetechnologiessuchasartificialintelligenceDisruptivetechnologiessuchasartificialintelligenceDisruptivetechnologiessuchasartificialintelligenceRodrigoBlytheElaineDisruptivetechnologiessuchasartificialintelligenceDisruptivetechnologiessuchasartificialintelligenceDisruptivetechnologiessuchasartificialintelligence管理成員及技術(shù)專家管理成員技術(shù)專家。Disruptivetechnologiessuchasartificialintelligen