[原创]香雪.798圣诞狂欢夜，面包也能煽情（一）
<p class="MsoNormal" style="BACKGROUND: #f8f8f8; MARGIN: 15.6pt 0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align="left"><span style="FONT-SIZE: 12px"><font color="#000000"><span style="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><strong>没感觉就没销量<?XML:NAMESPACE PREFIX = O /><o:P></o:P></strong></span></span></span></font></span></p><p class="MsoNormal" style="BACKGROUND: #f8f8f8; MARGIN: 15.6pt 0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align="left"><span style="FONT-SIZE: 12px"><font color="#000000"><span style="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 style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">香雪面包上市以来，通过专区销售策略和一系列的终端生动化，吸引了大量的首轮尝试购买者，但决策层为了节省费用，逐渐撤销专柜促销员，同时没有后续推广的支持，消费者对产品逐渐丧失了新鲜感，重复购买减少，导致香雪面包产品后续单店的销量不尽人意，如何在消费者心里制造新的感觉，引起广大消费者的共鸣？成为天智面包营销策划团队迫在眉睫的问题。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #575757; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></span></font></span></p>
<p class="MsoNormal" style="BACKGROUND: #f8f8f8; MARGIN: 15.6pt 0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align="left"><span style="FONT-SIZE: 12px"><font color="#000000"><span style="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><strong>绑定狂欢的日子<o:P></o:P></strong></span></span></span></font></span></p>
<p class="MsoNormal" style="BACKGROUND: #f8f8f8; MARGIN: 15.6pt 0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align="left"><span style="FONT-SIZE: 12px"><font color="#000000"><span style="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 style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">已是年底，圣诞、元旦、春节三节临近，香雪面包何去何从？</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #575757; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></span></font></span></p>
<p class="MsoNormal" style="BACKGROUND: #f8f8f8; MARGIN: 15.6pt 0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align="left"><span style="FONT-SIZE: 12px"><font color="#000000"><span style="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 style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">天智面包营销策划团队经过反复讨论，将出击的日子定在圣诞，圣诞节是香雪面包目标消费人群关注的日子，为了进一步提高香雪的知名度、美誉度，传播香雪</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">“时尚、浪漫、品位”的品牌个性，</span><?XML:NAMESPACE PREFIX = ST1 /><st1:CHSDATE day="20" islunardate="False" isrocdate="False" month="11" year="2007" w:st="on"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2007</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">年</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">11</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">月</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">20</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">日</span></st1:CHSDATE><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">至</span><st1:CHSDATE day="24" islunardate="False" isrocdate="False" month="12" year="2007" w:st="on"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2007</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">年</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">12</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">月</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">24</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">日</span></st1:CHSDATE><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">，中粮香雪在北京</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">798</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">举办“香雪</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">.798</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">圣诞狂欢夜”系列活动，在活动期间，配合相关的媒体宣传，香雪在北京的家乐福、易初莲花等</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">30</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">多家连锁超市举行相关的有奖促销活动，获奖者有机会参加由中粮香雪在北京著名文化创意产业区</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">798</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">举办的香雪</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">.798</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">圣诞狂欢夜活动，整个系列活动持续近一个月。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #575757; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></span></font></span></p>
<p class="MsoNormal" style="BACKGROUND: #f8f8f8; MARGIN: 15.6pt 0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm; mso-pagination: widow-orphan; mso-line-height-rule: exactly" align="left"><span style="FONT-SIZE: 12px"><font color="#000000"><span style="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 style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #575757; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></span></font></span> </p>
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