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营销者说品牌和销售,看似矛盾的两者,未来会朝着整合的方向发展。对于过去的一年,我所在的企划团队的工作越来越精细、面临的挑战也越来越大。以我们所服务的丰田客户为例,我们会参与有关品牌、具体车型、大型活动等所有的策略制定、策划、效果评估等工作。同时,客户对营销活动所带来的销售效果的需求日益增加。以丰田RV4和新威驰上市为例,我们为其策划的新车上市活动,客户不仅要求活动对销量有所影响,更需要我们从长远的角度来思考中长期规划。从营销手法来看:针对RAV4新款上市,我们的目标是把RAV4优越的商
Marketers say that both brand and sales, seemingly contradictory, will move toward consolidation in the future. For the past year, my planning team has become more sophisticated and more challenged. Taking the Toyota customer we serve as an example, we will participate in the formulation, planning and effectiveness evaluation of all brands, specific models and events. At the same time, there is a growing demand from customers for the sales effectiveness of marketing campaigns. Taking the Toyota RV4 and the new Vios listed as an example, we planned for the new car market. Customers not only demanded that the sales impact their sales activities, but also required us to think about long-term and medium-term plans in the long run. From the marketing point of view: For the new RAV4 market, our goal is to RAV4 superior business