策略概念：达成目标的最好方法.doc

林旭峰 策略概念：达成目标的最好方法。 商场如战场：（营销战，传播战） 战场＝消费者脑中的品牌认知图 竞争者＝敌人、攻守双方 战果＝Billing/Top of mind Strategic Thinking…→A Thinking Process To Win 赢的积极思考方式 Problem Vs Solution; Director Of Board Vs Taxi Diver 漏斗型思考模式 ： 形成广告运动的策略性思考结构 广告策略即广告运动的中心思想 克敌制胜的谋略 A/B Analysis / pricing / Where To Buy It / Trade History / Needs / Problems Define The Target / How They Perceive The Brand What They What They Need / A＆U Study What Attracts Them / Media Contact Habit Positioning Map / Media Spending Marcom Strategy / Concept / Adv Appeal Objective From A To B Measurable / specific Problem Solving Oriented (TA/Resailor) Strategy / Positioning Communication How To Solve Problems What To Say / Concept Statement Key Message / Key Visual Execution Guideline How To say Specific Strategy Specific Effectiveness Mechanics / Timetable Budget Allocation Who Is Responsible Expecting Results / Meet The objective Over All Rationale 总结： 策略性思考能力＝解决问题的能力 谁能持续帮客户解决问题谁就能长期拥有客户 2001年6月记录整理 Needs What’s the Problem? Client’s Needs / TA needs Objective / Market Analysis Competitors / Brand A-B Budget Limit / Time Limit How To Solve The Problem? Core Concept Strategy / Statement Creative Concept Execution/ Mechanics /Timetable Budgeting /Rat