北京现代品牌策略

2003年6月北京現代StrategicBrandManagementConferenceBackground北京現代CommunicationReview&Inspection根据SONATABrandLine-Up的日后Communication方向协商日后BrandManagement的必要性提高北京现代ValueUp/SONATABrandPower“根据市场环境的变化MarketingTrend也将不同.假如昨天为止,作为我们的原则,信赖不疑的对Marketing的信念,如今成了传统概念,那么树立我们对于成功的信心的对于现在和未来新的Marketing原则将会是什么?TraditionalMarketing特点FunctionalFeature&Benefit(F&B)CustomersareRationalDecision-MakerMethodsareAnalytical,Quantitative&VerbalNarrowDefinitionofProductCategories&Competition21C新的3种MarketingTrend1.情報技術?普遍化2.Brand?覇權化3.Communication和娛?性普遍化ExperientialMarketingMarketingParadigm變化Features&BenefitsTraditionalMarketingExperientialMarketingSensoryAffectiveCognitiveExperiencesActionsRelationsversusExperientialMarketing?特徵ExperientialMarketingCustomerExperienceConsumptionasaHolisticExperienceCustomersareRational&EmotionalAn