[推荐]奥美顾客关系行销
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">我们是谁？<span lang="EN-US"><p></p></span></span></b></p><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 奥美顾客关系行销是全球最大、专注于协助企业经营顾客关系、一对一行销的专业公司<span lang="EN-US">, 属于奥美整合传播集团。目前，奥美顾客关系行销在全球56个国家设有120个办事机构。其中，在中国北京、上海及广州都有分公司，员工将近100人。代表性客户包括：IBM、CISCO、SAP、联合利华、大众汽车、奥迪、平安保险、中国移动、雀巢等等知名企业。<br/> 早在1948年大卫奥格威创立奥美广告时，就一再强调和消费者建立一对一的沟通是他的初恋情人和秘密武器，就是基于了解顾客关系和顾客终生价值的重要性。多年来这个重要性已被广泛的认知和重视，企业在发展整体市场营销战略时，顾客关系行销是其中不可忽略的重要的一个组成部分。几十年来， 奥美顾客关系行销发展了许多工具，例如：“顾客生命周期企划流程”、“顾客忠诚度指标”、“差异化行销模式”、“关键时刻分析”等等，帮助企业在顾客关系经营上拥有更高的效率和投资回报。<br/> 进入新经济时代，奥美顾客关系行销发展出成功的数据库营销模式，充分掌握对顾客的了解、知识，透过多种渠道（例如无线媒体、因特网、平面等等）建立与顾客沟通互动的平台。<br/> 1998年，奥美顾客关系行销更和全球知名的顾客关系咨询顾问公司QCI（Quality Consultant Incorporated）形成策略联盟，以专有的顾客管理评估工具（Customer Management Assessment Tool）在全球超过几十个行业，500多家公司进行企业顾客管理实施评估和咨询。</span></span> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">我们做什么？<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">我们协助客户经营其顾客资源，我们采用一对一行销的模式，对顾客进行沟通与联系，在顾客和品牌之间建立持久的关系——达到顾客数量、销售额、品牌好感度的增加。<span lang="EN-US"><p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.05pt;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">咨询</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><p></p></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">通过咨询服务，我们找出与顾客关系的连接点，以便制定对应的行销计划来增强顾客忠诚度。<span lang="EN-US"><p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">奥美顾客关系行销，采用“以顾客为中心”的行销方式，利用最先进的技术，对最有价值的顾客进行研究，包括顾客类型和分布、消费行为以及获利率。<span lang="EN-US"><p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.05pt;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">沟通</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><p></p></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">虽然使用了大量的新科技作为研究分析的工具，但无限的创意，仍是真正打动顾客的关键。我们将策略思考转化为精采的创意，透过巧妙的沟通方式，让顾客和品牌的联结更加紧密。<span lang="EN-US"><br/>（在创意上，我们已赢得了5倍于竞争对手的奖项。）<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.05pt;"><strong><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">联系</span></strong><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><p></p></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">我们运用各种媒体渠道，包括平面、网络、电话等等，来搭建客户品牌与其广大顾客之间的桥梁。这种联系是互动的、双向的，甚至是个人化的。<span lang="EN-US"><p></p></span></span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">作品一：雀巢 营养网站<span lang="EN-US"><p></p></span></span></b></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">为树立雀巢公司“营养专家”的形象，<span lang="EN-US">OgilvyOne受托建立雀巢大众营养网站和雀巢专业营养网站。 <p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">为配合雀巢专业营养网站的推广，<span lang="EN-US">OgilvyOne设计了宣传页和CD-ROM，对网站的内容、结构和注册方法进行了介绍。 <p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">同时，为了配合雀巢营养专员为医生做网站简介的需要，<span lang="EN-US">OgilvyOne为本活动设计了易拉宝海报和礼品-鼠标垫。<p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;"> <p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">作品二：先声药业 成长计划<span lang="EN-US"><p></p></span></span></b></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">先声药业是第一个与奥美合作在国内实施<span lang="EN-US">CMAT<sup>TM</sup>（顾客管理评估）的国内企业。通过这个评估，企业可了解其在下面八大与顾客管理的要素中实施的绩效如何。<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">评估的结果不仅提供企业对于本身及与行业内其他公司一个比较的参考，更给企业在顾客管理的策略上提供了一个更为全面的及全球观的角度。<span lang="EN-US"><p></p></span></span></p> <p><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">顾客管理的价值链(无法显示图示，抱歉，不知道怎么发上来，只好省略)</span></p><p><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 在</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">CMAT</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">分析结果的基础上，奥美为先声药业策划了针对医生的“成长计划”。“成长”具有三重的含义，是医生与先声药业相互之间关系、利益、及价值的成长。</span></span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">作品三：<span lang="EN-US">IBM<p></p></span></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">人力资源解决方案：<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial;">加入<span lang="EN-US">WTO后，中国国有企业面临如何对人才进行有效管理，尤其中资企业缺乏先进的西方HR管理理念和实施经验，同时外资金融机构有很好的HR管理理念，但缺乏本地化的实施经验。有鉴于此，IBM针对金融行业（FSS）推出端到端HR的解决方案，希望藉此建立IBM 在FSS行业的HR解决方案知名度，让IBM端到端人力资源管理解决方案，为您有效地进行绩效考核和薪酬管理，从而有效地激励员工和保证员工忠诚度。<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"> <p></p></span></b></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">数据移植解决方案：<span lang="EN-US"><p></p></span></span></b></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">针对于大企业用户，企业内部有几百台<span lang="EN-US">PC产品，除了价格/配置等因素之外，购买后的PC管理工作是一项复杂的工作，管理的机器数量越多管理越复杂，管理的投入越大, 因此如何使购买的PC产品更加健康的工作，提高管理效率使更为值得考虑的因素。因此，IBM希望透过RRPC(IBM PC快速恢复解决方案) - 一键恢复数据SMA (系统移植助理软件) ，来为客户解决PC的个人数据移植问题， 让原本繁复的IT工作变得简单。<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt;"> <p></p></span></b></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt;">IBM图形工作站：<p></p></span></b></p><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 随着计算机技术的发展与应用的提高，以及国内客户观念的逐步转变，</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">NT</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">图形工作站（</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">Workstation</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）在国内的销量迅速提高，而</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">NT</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">图形工作站亦将逐步超越并取代</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">Unix</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">图形工作站将是大势所趋。</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><span lang="EN-US">IBM</span></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">是不断创新、亲切且具有丰富智能的电子商务领袖</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">,</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">而</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">IBM </span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">图形工作站拥有强大的图形处理速度，不仅大大节省设计时间</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">,</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">同时</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">,IBM </span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">图形工作站与</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">CATIA</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">软件的结合是</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">CAD/CAM</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">制造业设计的最佳解决方案。处理速度快，</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">IBM </span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">图形工作站是</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">PC</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">机的</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">30</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">倍。</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">
</span> <p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">作品四：<span lang="EN-US">SAP<p></p></span></span></b></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">2003Volvo(富豪)中国公开赛邀请礼盒：</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><br/><b>背景：</b><br/> 中国顶级高尔夫职业球赛――2003 Volvo(富豪)中国公开赛于11月10日至16日在上海举行，SAP是此次公开赛的主要赞助方之一。客户希望借此机会向现有客户中的高层管理人员表现出SAP对他们的尊重及礼遇，并配合品牌形象广告宣传。<p></p></span></p><p style="MARGIN: 0cm 0cm 0pt 24.1pt; TEXT-INDENT: -24.1pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.05pt;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">创意策略：</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><br/>以"我们不只给您一个球"作为创意的主题，同时借喻SAP提供给客户的除了完备的商务解决方<p></p></span></p><p style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">案外，还有更多的尊重及礼遇。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">沟通策略：<span lang="EN-US">
<p></p></span></span></b></p><ol type="1" style="MARGIN-TOP: 0cm;"><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">将邀请信、赛事时间表、及入场券放在礼盒内。<span lang="EN-US">
<p></p></span></span></li><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">SAP销售人员先与现有客户的高层电话联络，确认是否愿意参加活动。 <p></p></span></li></ol><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">SAP销售人员将邀请礼盒直接送至确认的现有客户高层。 </span> <p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt;">Big Fix:</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt;"><br/><b>背景：</b><br/> Big Fix 是SAP在全球主要市场统一推出的客户关系行销项目，主要目的是发掘潜在客户。在中国的首轮活动针对SAP中国的8个主要目标行业，向大型企业的C-level高层管理人员介绍SAP，引起他们对SAP解决方案的兴趣。<p></p></span></p><p style="MARGIN: 0cm 0cm 0pt 24.1pt; TEXT-INDENT: -24.1pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.05pt;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">创意策略：</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><br/>针对企业高层人员既要考虑企业目前面临的问题，又要兼顾企业的未来发展，创意上以“SAP<p></p></span></p><p style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">能够帮助您应对当前的挑战，并为企业未来发展做好准备”为主题。<span lang="EN-US"><p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">沟通策略：<span lang="EN-US">
<p></p></span></span></b></p><ol type="1" style="MARGIN-TOP: 0cm;"><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l2 level1 lfo2; tab-stops: list 36.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">利用<span lang="EN-US">telemarketing找出目标企业的C-level管理人员 <p></p></span></span></li><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l2 level1 lfo2; tab-stops: list 36.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">DM中加有SAP公司简介，及一份问卷，邀请C-level人员通过传真回复 <p></p></span></li><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l2 level1 lfo2; tab-stops: list 36.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">设有奖励项目以鼓励反馈。<span lang="EN-US">
<p></p></span></span></li></ol><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">结果：</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 超过</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">14%</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的平均反馈率，并有相当数量的反馈要求</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">"</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">销售员上门拜访</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">" <br style="mso-special-character: line-break;"/></span> <p style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: normal;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">作品五：<span lang="EN-US">Swatcher Is……</span></span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><br/><b>背景：</b><br/> 客户通过在全国各城市的专柜收集顾客的信息，客户找到奥美顾客行销，希望展开与这些顾客的有效的客户关系行销活动。<p></p></span></p><p style="MARGIN: 0cm 0cm 0pt 24.1pt; TEXT-INDENT: -24.1pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.05pt;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">创意策略：</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;"><br/>以"Swatcher"作为现有顾客的代名词，以"Swatcher是什么"作为活动的主题，让Swatch顾客<p></p></span></p><p style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">在收到和打开<span lang="EN-US">DM的过程中自己发现Swatcher的定义。<p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">沟通策略：<span lang="EN-US">
<p></p></span></span></b></p><ol type="1" style="MARGIN-TOP: 0cm;"><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l1 level1 lfo3; tab-stops: list 36.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">以<span lang="EN-US">"Swatcher是什么"作为沟通的起始点，令今后的客户关系行销活动具有延续性及主题性。 <p></p></span></span></li><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l1 level1 lfo3; tab-stops: list 36.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">在<span lang="EN-US">DM中包含Swatch秋冬原创系列的介绍册 <p></p></span></span></li><li class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-list: l1 level1 lfo3; tab-stops: list 36.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">活动以回柜率作为评价指标：<span lang="EN-US">DM中包含"Swatcher专享礼遇卡"，凭礼遇卡至专柜消费产品可获得礼品，凭礼遇卡需消费的金额比其他顾客低近50%，从而体现出"Swatcher"的特权。 <p></p></span></span></li></ol><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">结果：</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 回柜率高于业内平均水平，令客户满意。</span> <p style="MARGIN: 0cm 0cm 0pt 24.1pt; TEXT-INDENT: -24.1pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.05pt;"><b><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt;">作品六：奥迪驾控之旅国庆促销</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">奥迪驾控之旅<span lang="EN-US">(以下简称ADE)是一个线下的长期的奥迪活动，它在国外重要市场已经有20年<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">历史<span lang="EN-US">, 通过在专业教练的指导下直接驾驶奥迪的系列车让奥迪的用户和潜在用户亲身感受奥迪所<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">倡导的品牌价值：动感和领先科技，同时帮助奥迪的销售。<span lang="EN-US">ADE于9月引进中国,初期活动受到用<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: normal; mso-char-indent-count: -2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">户广泛的好评：专业，实用，人性化，充满动感和乐趣。<span lang="EN-US">
<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">根据分析<span lang="EN-US">,ADE的潜在用户很大一部分是互联网的用户,其中很多人还是活跃用户,他们加入网上的品牌汽车俱乐部,积极参与俱乐部的活动,互相提供跟汽车生活相关的信息。 <p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">ADE希望利用网络媒体在预算有限的情况下,为ADE国庆假期之间的课程招募60个学员。同时也为网络媒体对ADE的传播的有效性做一个测试。 <p></p></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">分析已有用户对活动的评价<span lang="EN-US">, 我们的创意策略选择了对目标用户传递在ADE可以学到"高级的驾驶技巧"的信息,在创意表现上用了"绕桩","过度转向","紧急刹车"来让用户具体看到课程的实用性。<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">创意的风格上注意动感和有趣性。<span lang="EN-US"><p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">媒体投放除了网络广告<span lang="EN-US">,还选用了第三方数据(拥有动感车型的车主)发送e-DM,点击率达到44%。<p></p></span></span></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: normal; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; COLOR: windowtext; mso-bidi-font-size: 9.0pt; mso-bidi-font-family: Arial;">在媒体投放的一个星期内<span lang="EN-US">, 有768人注册, 同时网站的流量增加了近两倍。<p></p></span></span></p> <p>好。。。学习中</p>
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