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想要在设计logo中取胜定位,那么要取决于什么样的营销战略?

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来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-04-07 11:58:12 查看次数:

想要在设计logo中取胜定位,那么要取决于什么样的营销战略?
从北京北定为第29届奥运会举办地那一天起,世界各地的大厂商就把中国定为了他们2008年的广告主场。肯德基的“胜利中国之W行动”在全国范围内及时铺开。W是英文“Win(赢)”的第一个字母,正好与两个鸡翅摆在一起的造型一样,在“为中国加油”的号召力下,肯德基成功借奥运推广了新品鸡翅“胜利之翼”。
    市场营销活动展开后,“胜利中国之W行动”会聚了34个城市的爱国志愿者,所有志愿者肩并肩组成人墙,摆出最有自己城市特色的胜利W。最终,34地最炫的W造型闪亮登场后,既有闪闪的红星、奔腾的巨龙,也有即将启程的船锚、展翅欲飞的大鹏。其后,针对这些W造型,又推出了投票海选的机制。
    同时,酒店logo设计为这次活动推出了专门的官方网站,在活动机制、网站设计、功能以及数字营销方面做得相当到位。
    在新浪网“胜利中国”论坛,数以万计的网友开动脑筋挖掘W的胜利含义,设计W形胜利手势,寻找城市中、生活中、体育赛事中的W瞬间,为自己城市的W造型献计献策。
    执行:服务标准化
    由于服务具有无形。不均匀和不可分割等特性,服务企业都竭力想让服务变得有形,并且像物质产品一样做到标准化。肯德基在全球范围内推广的“CHAMPS"冠军计划就是我了给顾客带来一个标准、稳定和可靠的服务。
    营销:以定位准确取胜
    首先,肯德基以家庭成员为目标顾客,营销的重点是容易接受外来文化、新鲜事物的青少年。所以,在儿童身上肯德基花费了大量精力,如在店内开辟儿童就餐区,布置迎合儿童喜好的装饰品,节假日备有玩具礼品等。肯德基一直想要营造的是一种全家一起用餐的欢乐气氛,强调的是提升顾客价值。
    其次,在产品方面,肯德基定位于“世界著名烹鸡专家”、“烹鸡美味,尽在肯德基”,这也是肯德基与麦当劳定位上的最大差别。60年烹鸡经验烹制而出的炸鸡系列产品,如原味鸡、香辣鸡翅、劲脆鸡腿汉堡等,以其独特的鲜香口味广为顾客称道。
   

Want to win the position, then depending on what kind of marketing strategy in the logo design?
Scheduled for the 29th Olympic Games held since the day from Beijing North, large manufacturers around the world put China set for their 2008 advertising arena. W action in Kentucky's "victory" in the timely roll out nationwide. W is the English

Win (win), "the first letter, just put together the shape of two wings, in the appeal of" Come on, China ", KFC successful promotion of the Olympic Games, the new chicken wings" Wings of Victory ".
    After the commencement of the marketing campaign, the Victory W Action "brings together 34 cities in the patriotic volunteers, all volunteers side by side to form a human wall to put the most urban characteristics victory in the W Ultimately, the most unusual W shape in 34 to flash

Bright debut, both Sparkling Red Star, Pentium dragon, also about to set off the anchors, artful Mirs. Subsequently, for these W shape, but also launched the voting mechanism audition.
    At the same time, the hotel logo design for the event launched a dedicated official website, the event mechanism, website design, functionality and digital marketing has done quite a place.
    Sina "victory" forum, tens of thousands of users use their brains to tap W victory meaning, to design the W-shaped victory sign, looking for city life, in sports events in an instant, for their own cities, the W shape to offer offer

Policy.
    Implementation: the standardization of services
    Because services are intangible. Characteristics of the non-uniform and indivisible, and service companies are struggling to want the service to become visible, and the same as material products to achieve standardization. Kentucky on a global scale to promote the "CHAMPS" champion

I bring a standard, stable and reliable service to customers.
    Marketing: positioning accuracy to win
    First of all, the Kentucky family members to target customers, the focus of marketing is easy to accept the foreign culture, the fresh young things. Therefore, in children in Kentucky has spent a lot of energy, such as in the shop to open up the children's dining area,

Arrangement to meet the children's favorite decorations, holidays, equipped with toys and other gifts. Kentucky always wanted to create a family meal with a festive atmosphere, the emphasis is to enhance customer value.
    Secondly, the product side, Kentucky located in the world-famous cooking chicken expert "," delicious cooked chicken, in Kentucky, which is also on the positioning of KFC and McDonald's the biggest difference between. 60 years of the experience of cooking chicken fried chicken cook out of the Department of

Line products, such as the flavor of chicken, spicy chicken wings, fresh crispy chicken burgers, with its unique delicious taste widely praised for the customer.

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.hotelcis.com 作者:先锋)



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