药妆

功能性食品及药妆品迅速功能性食品及药妆品迅速打开市场大门的成功策略打开市场大门的成功策略StrategiesofsuccessfulmarketingStrategiesofsuccessfulmarketingfunctionalfoodandmedicalcosmeticfunctionalfoodandmedicalcosmetic主讲人：于斐主讲人：于斐Lecturer:YuLecturer:YuFeiFei●●著名品牌营销专家著名品牌营销专家famousexpertofbrandmarketingfamousexpertofbrandmarketing●●中国品牌杂志首席专家中国品牌杂志首席专家topexpertoffamousmagazinesofChinatopexpertoffamousmagazinesofChina●●中国证券报特约品牌顾问中国证券报特约品牌顾问engagedadviserofChinaSecuritiesJournalengagedadviserofChinaSecuritiesJournal●●中国十大杰出营销人中国十大杰出营销人top10ofmarketingagentinChinatop10ofmarketingagentinChina●●蓝哥智洋国际行销顾问机构蓝哥智洋国际行销顾问机构CEOCEOCEOofCEOofLangezhiyangLangezhiyangInternationalMarketingInternationalMarketingInstitutionInstitution●●清华大学高级工商管理总裁培训班导师清华大学高级工商管理总裁培训班导师tutorofMBAclassforpresidentsoftutorofMBAclassforpresidentsofQinghuaQinghuaUniversityUniversity●●中央电视台认定的中国最具影响力营销策划中央电视台认定的中国最具影响力营销策划100100人之一人之一top100ofthemosttop100ofthemostinfluencemarketingmovinginfluencemarketingmovingspiritofChina(CCTV)spiritofChina(CCTV)●●《《亚洲新闻人物亚洲新闻人物》》周刊认定的中国杰出营销实战周刊认定的中国杰出营销实战专家之一专家之一oneofthemostoutstandingmarketingoneofthemostoutstandingmarketingexpertofChinabyexpertofChinaby““AsianewscharacterAsianewscharacter””一、功能性食品及化妆品市场营一、功能性食品及化妆品市场营销失败原因分析销失败原因分析reasonsofthefailureofmarketingreasonsofthefailureofmarketingstrategyforfunctionalfood&strategyforfunctionalfood&makeupmakeup（（11）定位不准）定位不准inaccurateorientationinaccurateorientation（（22）概念不清）概念不清unclearideaunclearidea（（33）模式不明）模式不明unclearmodeunclearmode（（44）服务不精）服务不精unversedserviceunversedservice（（55）执行不细）执行不细unmeticulousunmeticulousexecutionexecution（（66）传播不佳）传播不佳inefficientPropagationinefficientPropagation精于品牌！精于品牌！胜于理念！胜于理念！强在战略！强在战略！成于员工！成于员工！brand,idea,strategy,employeebrand,idea,strategy,employeeⅰⅰ重新定位产品重新定位产品relocateproductsrelocateproducts注意两点：注意两点：编故事编故事找文化找文化2points:story,culture2points:story,cultureⅱⅱ采取跟进策略采取跟进策略strategyfollowupstrategyfollowup注意两点：注意两点：傍名牌傍名牌靠大树靠大树dependsonfamousbranddependsonfamousbrandⅲⅲ降低推广成本降低推广成本reducepopularizecostreducepopularizecost注意两点：注意两点：新工艺新工艺新视觉新视觉2points:newtechnique,newsense2points:newtechnique,newsenseⅳⅳ丰富产品系列丰富产品系列enrichseriesproductsenrichseriesproducts注意两点：注意两点：定主题定主题寻基调寻基调2points:theme,keynote2points:theme,keynote二、功能性食品及药妆品永续经二、功能性食品及药妆品永续经营的法宝营的法宝trumpofsuccessfulmarketingtrumpofsuccessfulmarketingstrategyforfunctionalfood&strategyforfunctionalfood&cosmeceuticalcosmeceuticalproductsproducts▲产品创新（定位精、概念新、诉▲产品创新（定位精、概念新、诉求准）求准）productinnovationproductinnovation(accurate(accurateorientation,newidea,accurateorientation,newidea,accurateappeal)appeal)aa、、明确服务对象明确服务对象makeclearourcustomermakeclearourcustomerbb、、功效是基础功效是基础核心是概念核心是概念营销是关键营销是关键efficacyasbase,coreasidea,marketingaskeyefficacyasbase,coreasidea,marketingaskeycc、、核心利益核心利益————附加利益附加利益keybenefitskeybenefits------loadingsurplusloadingsurplusdd、、蓝海四部曲蓝海四部曲bluesea4stepsbluesea4steps▲▲剔除剔除传统思维＋传统习惯传统思维＋传统习惯eliminateeliminatetraditionalthought+traditionaltraditionalthought+traditionalhabithabit▲▲减少减少互动＋共赢互动＋共赢decreasedecreaseinteractive+mutuallybeneficialinteractive+mutuallybeneficial▲▲增加增加需求细分需求细分increaseincreaserequirementrequirement▲▲创新创新精准精准————精细精细————精益精益品牌品牌意识意识bringforthnewideabringforthnewideaexactexact--carefulcareful--excelsiorexcelsior三、功能性食品及药妆品现代营三、功能性食品及药妆品现代营销的发展方向销的发展方向developmentorientationofmarketingdevelopmentorientationofmarketingstrategyforfunctionalfood&strategyforfunctionalfood&cosmeceuticalcosmeceuticalproductsproducts（（11）行业发展趋势来看）行业发展趋势来看developmenttrenddevelopmenttrend明确战略明确战略树立品牌树立品牌makeclearstrategy,brandingmakeclearstrategy,branding（（22）市场目标消费趋势来看）市场目标消费趋势来看markingtargetandconsumetrendmarkingtargetandconsumetrend服务精细化服务精细化差异化差异化促销人促销人性化性化多元化多元化carefulanddifferenceservice,carefulanddifferenceservice,humanityanddiversitypromotionhumanityanddiversitypromotionaa、、与产品的差异化有关与产品的差异化有关（（避开竞争避开竞争avoidcompetitionavoidcompetition））好产品贵在好策划好产品贵在好策划outstandingproductsneedexcellentstrategiesoutstandingproductsneedexcellentstrategies产品导向（技术、物质的）产品导向（技术、物质的）————市场导向（营销、精神市场导向（营销、精神的）的）productiondirection(productiondirection(technical,substantialtechnical,substantial))------marketdirectionmarketdirection(marketing,immaterial)(marketing,immaterial)缺点缺点————特点特点————卖点卖点————亮点亮点disadvantagedisadvantage--charactercharacter--focusfocus--excellentresultsexcellentresults产品是形产品是形概念是神概念是神形神兼备才是好产品形神兼备才是好产品productionisbody,ideaisspirit,anoutstandingproductionproductionisbody,ideaisspirit,anoutstandingproductionneedsbothofthemneedsbothofthembb、、与促销生动化有关（增加人气）与促销生动化有关（增加人气）salespromotionsalespromotionⅰⅰ、、折扣日日升折扣日日升discountdiscountⅱⅱ、、送货上门送货上门delivergoodsdelivergoodsⅲⅲ、、低成本运作（最经济最合理的投入实现市场最低成本运作（最经济最合理的投入实现市场最大化回报）大化回报）lowcostsofoperationlowcostsofoperationcc、、与服务人性化有关（强化口碑）与服务人性化有关（强化口碑）servicehumanizationservicehumanizationⅰⅰ、、售前、售中、售后售前、售中、售后beforebefore--sales,sales,aftersales,sales,after--salessalesⅱⅱ、、““白加黑白加黑””服务服务””““white+blackwhite+black””serviceserviceⅲⅲ、、““五心级五心级””服务服务（爱心、诚心、用心、专心、细心）（爱心、诚心、用心、专心、细心）love,honest,concentration,attentivelove,honest,concentration,attentiveⅳⅳ、、““5S5S””服务服务5Sservice5Sservicesmilesmile（（微笑微笑））