舒国华《品牌5S战略管理--低成本高效建构强势大品牌5大关键点》

品牌5S战略管理--低成本高效建构强势大品牌5大关键点

主讲：舒国华

讲师简介

舒国华为华中科技大学工商管理本科、学士，加拿大皇家大学环境与管理文学硕士、里斯本大学学院管理学博士(在读)、国内北大清华浙大等多所高校品牌与营销特邀讲师。在中粮集团、金东集团多个部门工作过，担任过上市公司中锐股份(002374)白酒板块总裁、中粮集团中国食品(hk0506)白酒市场总监兼白酒战略总监、陕西太白酒业公司董事长、中国酒业英雄联盟常务副秘书长、集团产品研发总监、集团壹企服务中心总监、集团数字营销副总等。个人格局高、视野广、战略定力强、管理经验丰富、商业洞察敏锐、对产业、行业的前瞻性判断准确，在快消品、白酒、电子商务、数字营销、B2B、B2C、成熟业务、创新业务、亏损型复杂业务等多领域创造过良好业绩，管理过包括创业企业在内的多行业、多品类、多发展阶段的公司。在模式创新、战略、治理、研发、管理、营销、团队建设等多方面拥有丰富经验。

课程领域：品牌战略产品策略整合营销

邀请对象：董事长总经理、事业部总监、营销总监、品牌经理以及其他营销管理人员。

能解决问题：

如何科学的制定新产品上市计划

如何通过有效关系人表达建立强势品牌

如何通过营销创新提升品牌的竞争力

如何认识品牌的重要性

如何实现正确的品牌运作

如何构建战略性品牌

时间：6-12小时

【课程前言】

品牌的本质到底是什么？究竟如何高效构建强势大品牌？为什么有些产品和对手没有什么区别却能持续高速成长？那些成功的品牌都做了什么？那些不成功的企业到底输在哪里……？

中国每年上千亿的广告投放为什么没有成就成功的品牌？为什么广告一停就卖不出货？成功品牌与不成功品牌之间的核心差异在哪里？

　　品牌的本质到底是什么？究竟如何高效构建品牌？营销实战专家舒国华老师，通过其丰富的品牌实践案例告诉我们品牌运作的4个关键点战略——抓住几个关键信息块环节。与其制定复杂计划，不如用简单的行动超越！越本质的越简单，越本质的越让人进步！

　　品牌5个关键点战略：充分地、最大限度利用几个关键信息块释放高度统一的信息，使消费者接触不同信息块时被不断重复刺激，消费者就会将点连成线，形成对品牌内涵的自动认知。

【授课风格】

结合亲身运作的鲜活案例，充满张力地剖析案例背后知名企业鲜为人知的品牌解决方案及思维方式，以智慧的火花、激情的语言，感动、感悟和震撼听者。

收效预期：

1、学会从形式中获得力量，用简单制约复杂

2、掌握在不对等的品牌较量中实现以弱击强的方法

3、收获基于现实、简单易行的品牌解决方案

4、了解品牌建立过程及中国企业品牌的三大市场机会

【课程提纲】

第一章：差异表达（Difference Show）

-品牌运作真谛：品牌世界没有真相，只有消费者的认知。消费者认为你好你才好！

-高效率品牌运作的核心：差异性表达。品牌不是卖更好，而是买不同！

人类天生对差异感兴趣！

◎品牌运作案例展示：差异表达的策略和具体操作

第二章：产品表达（Products Show）

-为什么拥有最好的产品，却没有笑到最后？

-品牌运作的外在表现：产品会不会表达？能不能表达到位？

好的产品表达不打一分钱电视广告就能卖货，大量成功企业不打广告或少打广告运作出成功品牌。

◎品牌运作案例展示：什么是产品表达？从哪些方面展开产品表达？怎样进行产品表达？

第三章：位次表达（Location Show）

-绝大多数高端品牌成功的秘诀：成功的位次表达

消费者认定的品牌价值是与品牌在他们心中的位次相对应的，位次越高价值越高，消费者愿意支付的价格就越高；位次越低价值越低，消费者愿意支付的价格就越低。

◎品牌运作案例展示：什么是位次表达？如何迅速建立有利于品牌的位次表达？

实践中如何操作？

第四章：关系人呈现(Persons Show)

-品牌运作的重大误区：在广告上大把地花钱，忽视品牌运作中的关系人呈现

-品牌弱化的行为：不正确的员工言行、不妥当的经销商行为

-品牌成功的关键：正确的关系人呈现从品牌的定义看待单一品牌及多品牌的区别

◎品牌运作案例展示：如何通过有效关系人呈现建立强势品牌？

关系人呈现都包含哪些内容？具体运作中怎样操作?

第五章：传奇表达（Story Show）

传奇打动客户，产品自然打动市场

品牌运作的两种方式

低成本高效整合传播方式

如何塑造品牌传奇进行事件营销？

如何低成本营销传播——借力推广

如何低成本营销传播——事件营销？

品牌塑造传奇策略及其案例剖析

如何让传奇进行口口相传？激发口碑传播？

注：本站文章转载自网络，用于交流学习，如有侵权，请告知，我们将立刻删除。
Email：grlwwf@163.com

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SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE (`keywords` LIKE '%%')and catid<>31 ORDER BY updatetime asc LIMIT 9; [ RunTime:0.002305s ]

舒国华老师介绍