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认识李锦魁先生,缘于《广告导报》。那时我还在《广告导报》做编辑,常常编发李锦魁先生颇具思想闪光点的文章。其后,在一些昔日明星企业、明星策划人纷纷陨落时,美的空调则以鲜明的“美的熊”形象,强有力的整合推广方式保持着锐不可挡的势头。在这样一个中国企业“各领风骚三五年”的年代,显得尤为可贵。从营销和广告的角度来看,美的能给我们带来什么样的启示?为了释疑解惑,我采访了作为企业实战企划人的李锦魁先生。以下是笔者和李锦魁先生的对话。曾朝晖(以下简称曾):美的空调从’97年“智灵星”、’98“冷静星”以来,每年都有一个产品策划成功的个案,尤其’99年的“清爽星”首先提出了换气健康空调概念,引起行业追随,创下了当年单机年销量之最。请问您认为“清爽星”策划上市的成功处在于什么?李锦魁(以下简称李):现代营销
I know Mr. Li Jinkui because of the “Advertising Herald.” At that time, I was also editor of “Advertising Herald”, and I often edited Mr. Li Jinkui’s ideologically brilliant articles. Later, when some former star companies and celebrity planners have fallen, the air-conditioners of the United States have maintained a strong and unstoppable momentum with the vivid “beautiful bear” image and strong integration and promotion. In such an era of Chinese enterprises’ “three-and-a-half years”, it is particularly valuable. From the point of view of marketing and advertising, what kind of enlightenment can we bring to us? To solve doubts and doubts, I interviewed Mr. Li Jinkui who is an enterprise actual planner. The following is a dialogue between the author and Mr. Li Jinkui. Zeng Zhaohui (hereinafter referred to as Zeng): Since the US air-conditioning has successfully controlled its products from ’97 years’ Zhilingxing’’ and ’98’’ cool stars’’, each year, there has been a successful case of product planning, especially the ’99 years’ refreshing Star “ first proposed the concept of ventilation and healthy air conditioning, causing the industry to follow, setting a record for the single year sales of the year. What do you think is the success of the ”Cream Star" plan listing? Li Jinkui (Li): Modern Marketing