數(shù)碼科技8848推廣方案

1、Communication Strategyfor 8848.netChina LaunchPrepared for: Prepared by: HuiCong International Advertising策劃必備.策劃大全 Q234777305大全Market SituationInternet market has developed tremendously,and Internet users in China will doubleOnline stores, as a worldwide business, have a ve

2、ry bright future8848 has gained some awareness among Internet users, most of whom have already been the pioneer online consumers策劃必備.策劃 Q234777305Strategy Development ProcessWhere are we?Where we want to be? How can we get there?策劃必備.策劃大全 Q234777305劃大全Market SituationIntern

3、et users are somewhat restrained byoffline shopping in terms of way and conceptInternet users dont trust online shopping for the immature consumption environment online payment system offline delivery systemActual difficulties for on-line sales策劃必備.策 Q234777305大全Target.Primary: Netizens

4、Secondary: the potential Netizens Demographics:MalesAged from 16 to 35 who are mainly:Students White-collarsPersons concerned with Computer technologyTelecommunication persons策劃必備.策劃 Q234777305大全Target. Psychographics Affluent & Mobile life style Working or living in internet environmen

5、t Easy to adapt the up-to-date international tendency Some are westernized, seeking for quality life策劃必備.策劃 Q234777305策劃必備.策劃大全 Q234777305大全Consumer U&A Towardse-Shopping. Most of them have heard the e-shoppingconceptwhereas very few ever tried.Some have already known the e

6、-shopping sites, such as 8848.net, Sohu & NeteaseAll of them believe online shopping:the generic benefits of- Convenience/Fashion/Fun/Value-for-money- Key barriers:策劃必備.策劃 Q234777305大全Product AttributesAmple products choices 9 varieties Over 100 thousands of books, 20 thousands of softw

7、areFlexible and safe online payment 17 payment choices策劃必備.策劃 Q234777305大全Product AttributesNationwide delivery system 441cities across ChinaPrices discount For 95% of the products 50% discount at most, and 10% at leastGood after-sales service Double guarantee from both the manufacturer

8、 and the online store策劃必備.策劃 Q234777305BenefitsTo feel a contemporary online purchase wayin internet environmentTo enjoy an easy shopping for time-savingand adaptation of busy life策劃必備.策劃大全 Q234777305大全PersonalityProfessional8848 is a professional online store which can pro

9、vide overall online shopping servicesFashionable8848 is a fashionable online store which deliver a modern life wayLifelization策劃必備.策劃 Q234777305大全Where are we now?Have captured the online business opportunityearlythis year.Have gained a relatively better awarenessrecognition among Inter

10、net usersHave a comparatively better online-sales conditionand策劃必備.策劃 Q234777305大全Where are we going?To capture the future market to the mostextent.To motivate more Netizens to shop onlineTo further improve the brands awarenessandpreference策劃必備.策劃 Q234777305大全Marketing Obje

11、ctivesTo build a No.1 online shopping brandTo capture the potential B-to-C market as most as possibleTo drive the present Netizens to shop online策劃必備.策劃 Q234777305大全Communication ObjectivesTo improve brand awareness andrecognitionTo motivate the Netizens to shoponline策劃必備.策劃www.pagcf.co

12、m Q234777305大全Brand Strategy First Step: To establish strong competitive edge To position clearly and strengthen the brands recognition Monopolize the concept of 8848-e- shopping策劃必備.策劃 Q234777305大全Brand StrategySecond Step: To motivate Internet users to shoponline To overcome Netizens

13、psychologicalbarriers over online shopping策劃必備.策劃 Q234777305大全Brand StrategyTo reinforce the advantages of 8848.net in : Ample products choices9 sortsOver 100 thousands of books, 20 thousands of software Flexible and safe online payment17 payment choices策劃必備.策劃 Q234777305大全

14、BrandStrategyTo reinforce the advantages of 8848.net in: Nationwide delivery system441cities across China Prices discountFor 95% of the products50% discount at most, and 10% at least Good after-sales serviceDouble guarantee from both the manufacturer and the online store策劃必備.策劃 Q2347773

15、05大全Brand StrategyTo motivate Netizens to shop online Online promotion activities策劃必備.策劃 Q234777305大全 ProductPrice.The most important factor to motivatethe Netizens to shop onlineThe more discount, the more shoppers策劃必備.策劃 Q234777305 Productdelivery. Really prompt and safe

16、offlinedeliveryis the competitive factor tomake the shoppers satisfactory Free delivery is also very important策劃必備.策劃大全 Q234777305 ProductOnline Payment. The safety to pay online is the mainconcern for Internet users here in China The flexible availability to pay onlineshopping策劃必備.策劃大全

17、 Q234777305大全 ProductAfter-sales GuaranteeManufacturers guaranteeOnline stores responsibility for theshoppersDouble guarantee策劃必備.策劃 Q234777305大全 CommunicationStrategy.The key objective in advertising is tocommunicate that 8848.net is a professional online store which can p

18、rovide excellent online shopping services and it is a new life style for the online shoppers策劃必備.策劃 Q234777305大全 CommunicationStrategy.While there are brand attributes online payment offline delivery double guarantees ample products attractive price.策劃必備.策劃 Q234777305 Commu

19、nicationExecution. To communicate the clear positioning of online store for 8848.net To strengthen the dominant position in online sale field for 8848.net To communicate the advantages in products, price, delivery, payment To announce the promotion activities To announce the names of exclusively pro

20、moted products策劃必備.策劃大全 Q234777305全 CommunicationExecution. Take advice on the brand style: Not IT style, more consumer product style. Use the specific brand colors: this provides for a consistent and more powerful brand identity across all materials the consumer sees. Use the brand log

21、o/mask:This is part of brand and should be visible at the end of thecommercialand appear within the overallcommunication.策劃必備.策劃大 Q234777305全 CommunicationMedia.Competitive media weight in the launchphase during the period from December, 1999 to March 2000 is vital for the brand to capt

22、ure the leadership positionSince the WTO entry, it is a pivotal period to capture the online sales market, the share of voice is a key factor to attract the attention of the audience策劃必備.策劃大 Q234777305 CommunicationMedia. Magazines and newspapers is the prime medium for the brand overall communication from proposition to the rational attributes and promotion. TV and radio are both excellent support to cover the target as most as possible Outdoor media such as subway , bus shelter, bus.are