[原创]享受激情，乐天一派（联想电脑校园促销案）
<p class="MsoNormal" style="MARGIN-LEFT: 18pt; TEXT-INDENT: -18pt; mso-list: l0="l0"level1="level1"lfo1; tab-stops: list="list"18.0pt"><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-fareast-font-family: 'Times New="New"Roman'"><span style="mso-list: Ignore">1.<span style="FONT: 7pt="7pt"'Times New="New"Roman'"> </span></span></span></b><b style="mso-bidi-font-weight: normal"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">营销主题</span></b><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></span></b></p>
<p class="MsoNormal" style="TEXT-INDENT: 135.75pt; mso-char-indent-count: 11.27"><b style="mso-bidi-font-weight: normal"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">“享受激情，乐天</span></b><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt">E</span></b><b style="mso-bidi-font-weight: normal"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">派”</span></b><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt"><o:p></o:p></span></b></p>
<p class="MsoNormal" style="TEXT-INDENT: 135.75pt; mso-char-indent-count: 11.27"><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt"><o:p> </o:p></span></b></p>
<p class="MsoNormal" style="TEXT-INDENT: 22.3pt; mso-char-indent-count: 1.85"><b style="mso-bidi-font-weight: normal"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">宣传口号：联想</span></b><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt">----</span></b><b style="mso-bidi-font-weight: normal"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">你就是全明星。</span></b><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt"><o:p></o:p></span></b></p>
<p class="MsoNormal" style="TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">口号寓意：一方面，“联想”就是想象之意，体现新享乐主义，乐天、自信做最好的自己，你就是校园全明星</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">;</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">另一方面，突出联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">笔记本的品质出众，就是笔记本电脑中的全明星</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">;</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">第三方面在联想提供的这个平台上，同学们可以尽情的联想、尽情的展示，成就你的全明星之梦。通过对市场环境分析并结合河北科技大学的特点我们将此次营销活动得到主题确定为“享受激情，乐天</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">E</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">派”。将联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">NBA</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">与大学生，有激情有活力乐观向上的特点有机的联系在了一起。通过</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">Play with me</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">Enjoy your idea</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">Show your best</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">三个阶段性活动，逐步拉近与目标消费者之间的距离，最终塑造出联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">用户（展现最好的最好的自己）乐天一派的形象，突出了联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">新想乐主义的品牌主旨，营造出联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">笔记本年轻、有活力、有乐趣的品牌形象。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></span></p>
<p class="MsoNormal" style="TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p> </o:p></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 18pt; TEXT-INDENT: -18pt; LINE-HEIGHT: 150%; mso-list: l0="l0"level1="level1"lfo1; tab-stops: list="list"18.0pt"><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-fareast-font-family: 'Times New="New"Roman'"><span style="mso-list: Ignore">2.<span style="FONT: 7pt="7pt"'Times New="New"Roman'"> </span></span></span></b><b style="mso-bidi-font-weight: normal"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">营销目的：</span></b><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></span></b></p>
<p class="MsoNormal" style="TEXT-INDENT: 17.65pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.47"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">针对联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad NBA</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">纪念机型，在联想和大学生之间建立一个互动的沟通平台，对广大同学进行系统的宣传推广，使联想的此款产品能顺利进入校园，将庞大的大学生消费市场转换为现实的购买力，突出了联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">新想乐主义的品牌主旨，营造出联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">笔记本年轻、有活力、有乐趣的品牌形象</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">,</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">与联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">的目标人群形成强烈的心理共鸣，让联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">品牌在与大学生的共鸣过程中得以渗透、保留，从而占据大学生消费者的心底。扩大联想</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%">ideapad</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">在校园的影响力，牢牢抓住大学生这一家庭与社会的消费意见领袖，培养大学生用户这一社会未来的精英阶层对联想的品牌忠诚度，为联想带来更为长远的品牌影响与巨大的商业利益。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p></o:p></span></p>
<p class="MsoNormal" style="TEXT-INDENT: 17.65pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.47"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p> </o:p></span></p>
<p class="MsoNormal" style="TEXT-INDENT: 17.65pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.47"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><o:p> </p>
<p><b> 在每个阶段都有奇思妙想被糅合其中</b>，在Play with me阶段的现场游戏环节设计“L”型游戏通道，寓品牌于娱乐，使品牌标识在潜移默化中深入人心，拉近与目标消费者的距离;在Enjoy your idea阶段，将联想新机型各项独特功能拟人化，发挥大学生的想象力将联想配置性能与NBA球星相联系，使产品品质更加深入人心；在Show your best阶段，将活动升华，“联想——你就是全明星”我们比的不仅仅是球技，只要你敢秀出自己，你就是最棒的。一方面突出联想ideapad笔记本的品质出众，就是笔记本电脑中的全明星;另一方面在联想提供的这个平台上，同学们可以尽情的联想、尽情的展示，成就你的全明星之梦。三个阶段性活动既彼此独立，又相互融合，共同在<b>“享受激情，乐天</b><b>E</b><b>派”</b>的营销主题下，逐步拉近与目标消费者之间的距离，最终塑造出联想ideapad用户（展现最好的自己）乐天一派的形象，突出了联想ideapad新想乐主义的品牌主旨，营造出联想ideapad笔记本年轻、有活力、有乐趣的品牌形象。在现场销售阶段我们将ideapad笔记本各项独特性能拟人化，增强记忆激发顾客的购买热情，从消费者的角度出发，采用分期付款形式，大力发展潜在顾客。活动结束后我们将在校园内成立联想大学生“想乐会”这一社团组织，依托校园专卖店，开展各项后续活动，争取将活动延伸效果最大化。</p></o:p></span>性能.rar ：down10_0715.asp?ID=133755<br/>我联我想.rar ：down10_0715.asp?ID=133756<br/>比赛.rar ：down10_0715.asp?ID=133757<br/> 感谢分享，下载了，还没解压
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