[原创]天宏面业，挂面营销附加值的神话（三）
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><strong>“双重出击”，开创挂面营销品牌蓝海</strong></span><span><strong><?XML:NAMESPACE PREFIX = O /><o:P></o:P></strong></span></span></font></font></p><p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">安徽市场调研显示：安徽</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">市正处于由传统市场向一线市场转化的过度阶段，超市挂面纸包装是主流，销量更快，但价位与一线城市持平；同时流动人口占的比率较大，新鲜事物接受度较强。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">从天宏良好的政府关系、原料来源、挂面的产品、消费与市场研究结论综合分析，天智将重点放在如何构建天宏挂面营销体系上来。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">天智挂面营销策划团队再对安徽</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">市的中高端挂面品牌如百乐麦、博大、丰大等进行分析，这几家目前在安徽市场是有一定影响力，但几家企业挂面营销的表现方式都存在一个问题——只能让消费者关注到品类特征，诉求集中在营养上，忽视了品牌的影响力。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">天宏如果再以“营养”这一点为品牌诉求点，又会让天宏挂面营销陷入价格同一诉求的红海，如何找到天宏挂面营销理念诉求的蓝海呢？以挂面营销惯用的强力、精细等物理特性？显然已不能满足新生消费群的需求；</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">新生消费群收入在满足基本生活的同时，有追求情调的余地，工作忙，压力大，对生活琐事懒惰。追求感情，憧憬二人世界，接受并尝试新事物；追求消费过程的刺激；物美价廉并不是第一选择</span><font face="Times New="New"Roman"><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt">......</span></font></span><font face="Times New="New"Roman"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">天智挂面营销策划团队在对消费群进行彻底画像后，项目组认为在强调天宏挂面特色营养的同时，还得针对新生消费群关注的即时回报，刺激、兴奋，关注营养等需求挖掘特色卖点；包装设计如果过于复杂，已不能对新生消费群产生明显刺激作用，他们更相信的是品质，权威机构的认证，天宏良好的政府关系和原料来源正好可增加品牌权威元素，专利、原料、生产细节控制等都体现天宏挂面营销的差异化，不正好可满足其渴望吗！</span></span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">天智挂面营销策划团队还在此基础上创意</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">套激发新生消费群购买欲望的元素，如挂面的特色、营养即做法，以增加消费者的购买欲望。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">天宏挂面营销新的价值体系便跃然而出——天宏营养标签！</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">专利技术，生产控制——天宏挂面营养标签为天宏挂面营销的品牌诉求点；在“营养看得见，健康看得见”一句统一的口号下打造天宏挂面营销的“营养</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">/</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">健康标签”，开创品牌蓝海。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">营养标签</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">=</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">技术专利</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">+</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">营养元素构成</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">+</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">创新品牌</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">安徽市场调研显示，传统消费群比较关注杂粮粗粮产品，所以中端利润产品粗杂粮比例偏重；而新生消费群更青睐有权威机构认证的专利技术，所以天智通多次头脑风暴，众里挑俩</span><font face="Times New="New"Roman"><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt">:</span></font></span><font face="Times New="New"Roman"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">传统消费群：“粗杂粮类品牌——五谷磨坊”</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 'times new="new"roman'">新生消费群：“营养类品牌——珍菇”</span></span></font></font></p>
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