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星巴克“猫爪杯”火爆背后的营销逻辑,你学到了吗?

发布时间 :2019-03-07 09:16     发布作者 :adminwx 点击 :

NIHAIZAIYIBEIYIBEIMAIKAFEI,XINGBABADEYIZHIBEIZIQUEBEI“CHAO”DAOLESHANGQIANKUAI。

SUIRANRUCIZHIGUI,XIAOFEIZHEQUERENGRANDUIQIZHONGAIYOUJIA,SHENZHIYOURENWEILEQIANGZHEIKUANBEIZI,BUXIYISHENXIANGBO,XIANQI“SHENGBEIZHIZHAN”……

中国竞彩网 BUGUO,ZAISHULIXINGBAKEXILIEZHOUBIANCHANPIN、YINGXIAODONGZUOHOU,XIAOBIANFAXIAN,“MAOZHUABEIFENGBO”ZHISHAONENGJIAOJIWOMEN5GEYINGXIAOZHONGDIAN。

1

猫爪杯被“炒”到了1000多元 有人为抢杯子 都打起来了

ZHEIKUANSHUANGCENGBOLIBEI,SHIXINGBAKEJINNIANDEYINGHUAJIXIXINPIN,YESHIZUIJINZUIWEIHUOREDEHUATIBAOKUAN。

中国竞彩网 YUANJIA199YUAN,XIANZAINIKENENGXUYAOHUAFEI500~1400YUANBUDENG,CAINENGCONGHUANGNIUHUOQITACHIYOUZHESHOUSHANGMAIDAOYIGE ,ERMEIGEMENDIANFENDAODE3~4GECUNHUO,ZAOYIBEILINGCHENPAIDUIDERENSAODANGYIKONG。

中国竞彩网 ZAI2YUE26RIZHENGSHIFASHOUQIAN,MAOZHUABEIDEXIAOSHIPINBIANZAIDOUYIN、XIAOHONGSHUDENGPINGTAILIUCHUANKAILAI。

SHIPINLI,YIGERENMANMANXIANGBEIZHONGDAORUNIUNAI,YIZHIMAOZHUADEYANGZIJIUZHUJIANXIANXIANCHULAI,XIAFANGPINGLUNQUYIPIANBEI“ZHONGCAO”DESHENGYIN。

中国竞彩网 SUIRANXINGBAKEDEYINGHUAXILIETONGQIHAIFASHOULE2KUANYINPIN、30DUOKUANXIANDINGZHUTIBEI,DANXIANRAN,SHEIDOUQIANGBUZOUMAOZHUABEIDEFENGTOU。

中国竞彩网 FASHOUDANGTIAN,“MAOZHUABEI”YINFALEXILIE“XUEAN”,WANGCHUANDUOJIAMENDIANNEIDOUFASHENGLEDAJIASHIJIAN;TAOBAOHENKUAICHUXIANLE1BI1GAOFANGBAN,PIFAJIA56YUANYIGE。

中国竞彩网 FASHOUDIERTIAN,XINGBAKEZAIGUANWEIXUANBUBUHUO,JIANGTONGGUOXINGBAKEGUANFANGQIJIANDIANFASHOU,MEITIAN3DIAN,XIANLIANG1000GE,GONGJI4TIAN,SHOUJIARENGSHI199YUAN。

中国竞彩网 ZAIWEIBOSHANG,HUATI#MAOZHUABEI#YIJINGYOU3460.9WANYUEDU,6WANRENCANYUTAOLUN。

JINGUANYINFALEBUSHAOZHENGYI,BIRUYOURENHUAIYIZHEISHIXINGBAKEDEJIEYINGXIAO;YOUJINXINGHUIYUANZEBAOYUANZIJINIANJUNXIAOFEI1WAN,QUELIANGEBEIZIDOUMAIBUDAO——BUGUO,HAIYOUGENGDUODERENDINGHAOLENAOZHONG,ZHUNBEIQIANGHUO。

SHEIDOUWUFAFOUREN,XINGBAKEYOU“BAOHONG”LEYICI。

TARANGYIGEPUTONGBEIZIMAIDAOSHANGQIANYUAN,YINQIXIAOFEIZHEFENGQIANG,TONGSHIYINFALEZUGOUDEHUATIDU,ERNENGZUODAOZHEIXIE,BUWAIHUSHIYIKAOTADUIXIAOFEIZHEDEJINGZHUNDONGCHA ——

ZHEIDANGRANBUSHIXINGBAKEDEDIYICI“BAOHONG”,YEBUHUISHITAMENDEZUIHOUYICI。

2

星巴克那些狠抓眼球的“神奇产品”

中国竞彩网 CONG1987NIANHUOHUADE·SHUERCISHOUGOUXINGBAKEQI,GUANCHUANZAIXINGBAKEFAZHANLICHENGZHONGDEYIGEJIDIAOJIUSHI“GAOSHIQING”。

中国竞彩网 GENGLINGRENJINGQIDESHI,CONGLAIBUDAGUANGGAODEXINGBAKE,ZAIMEICIDE“GAOSHIQING”ZHONG,DOUNENGGOUJINGZHUNBAWOXIAOFEIZHEXINLI,TIAODOUYONGHUQINGXU。

中国竞彩网 BIRU,GEZHONG“HUASHI”YINPIN。

中国竞彩网 2003 NIAN,XINGBAKETUICHU“NANGUANATIE” 。ZHEIKUANKAFEIYIJINGTUICHUJIUGONGBUYINGQIU。JUMEITIBAODAO,ZAI 2003NIAN~2013 NIANJIAN,XINGBAKEMAICHULECHAOGUO 2 YIBEINANGUANATIE,JIN2015NIANQIUJI,NANGUANATIEDAILAIDESHOUYIJIUYOU 1 YIMEIYUAN。

2015 NIAN,XINGBAKETUICHUDANQILENGCUIKAFEI 。ZAILENGCUIKAFEIDEJICHUSHANGJIARUSHIYONGDANQI,SHIDEKAFEIZHONGCHONGMANXIMIDEQIPAO,KOUGANBIANDEFEICHANGXINI。

2016NIAN7YUE,XINGBAKETUICHUCAIHONGSEYINLIAO (rainbow drinks),YIGONGBAOKUO 5 GEYANSE(FENSE、LVSE、JUSE、LANSEHEZISE),BUTONGYANSEDAIBIAOBUTONGKOUWEI。

中国竞彩网 ZHEIKUANYINPINTUICHUHOU,BUDAOYIGEYUEDESHIJIAN,XIANGGUANHUATIDEFATIEDIANZANPINGLUNSHUJIAZAIYIQI,JIUYIJINGCHAOGUOLEBAIWAN。

中国竞彩网 BIRU,WENCHUANGJIZHOUBIANCHANPIN。

中国竞彩网 1997NIAN11YUE,XINGBAKETUICHU“SHENGDANHONGBEI” 。CONGCI,XINGBAKEZAIMEINIANDESHENGDANJIEDOUHUITUICHUBUTONGSHEJIDE“SHENGDANHONGBEI”。

DUIBIYIXIAXINGBAKEDECAIBAO,HUIFAXIANMEINIAN10YUE~12YUEZHEIGEJIDUDEYINGSHOUBIQUANNIANQITAJIDUDEYINGSHOUEDOUYAOGAO。

2009NIAN5YUE,XINGBAKETUICHU“XINGBINGZONG”CHANPIN ,BINGQIESUIXINGBINGZONGZENGSONGSHEJISHITEBIEDINGZHIKUANBAOBAO。ZICI,MEINIANDUANWUJIEXINGBAKEDOUHUITUICHU“XINGBINGZONG”CHANPIN。

2016NIAN7YUE,XINGBAKETUICHU“NVSHENYUEBING” 。60YUANYIKUAIDEYUEBING,CHENGWEI“SONGLITIMIAN”DEDAIMINGCI。

中国竞彩网 2017NIAN12YUE,XINGBAKETUICHUWEIXINBIAOQINGBAO ,BUDAI Logo,DANSHIYONGLEXINGBAKEDELVSEHEDIANLICHANGJIANDEXIAOXIONGXINGXIANG。

中国竞彩网 YOUQISHIXINGBAKEBEIZIXILIECHANPIN。WULUNSHIZHIBEI,HAISHIMAKEBEI、BAOWENBEI,DOUNENGGOUYINFAHONGDONG。ZHEIXIEBEIZI,WUYILIWAIYANZHIDOUFEICHANGGAO,ERQIEDADUOSHIXIANLIANGKUAN。

中国竞彩网 CHUCIYIWAI,XINGBAKEHAIYOUYUBUSHAOQITAPINPAIDELIANMINGKUAN,BIRUFENGMIYISHIDEStarbucks + Anna Sui,RONGHELIANGGEPINPAIDEFENGGE,CHUANGZAOCHUYIZHONGSHUYUJIPUSAISHIHAOMAISHUANGLANGDEYISHUFENGGE。

中国竞彩网 QIANJINIANHAITUICHUGUO S'well Bottle DELIANMINGBEI,alice + olivia DELIANMINGXIANLIANGTAOZHUANG。

中国竞彩网 ZAIBIRU,MENDIANSHEJI。

2016NIAN6YUE,YAZHOUSHOUJIAXINGBAKEStarbucksDISHINIXIAOZHENQIJIANDIANKAIYE。

中国竞彩网 2017NIAN,XINGBAKEYAZHOUSHOUJIAQUANCHENJINSHIKAFEITIYANMENDIAN——XINGBAKEZHENXUAN®SHANGHAIHONGBEIGONGFANGKAIYE。KAIYEDANGTIAN,XINGBAKECHUANGSHIRENSHUERCI、ALIBABACHUANGSHIRENMAYUNSHUANGSHUANGDAOCHANG。

中国竞彩网 2018NIAN7YUE,XINGBAKEQUANXINDUOZHONGTIYANSHIQIJIANDIAN——XINGBAKEZHENXUAN®BEIJINGFANGQIJIANDIANJIEMU。

9YUE,XINGBAKEZAIHANGZHOUTUICHUCHONGWUYOUHAODIAN,XIAOFEIZHEKEYIDAIZHECHONGWUHEKAFEI。

中国竞彩网 SHENZHI,LIANZAIBEIZISHANGXIEMINGZI,YEBEIXUDUORENSHIWEIXINGBAKEDEYINGXIAOSHOUDUAN。

JUSHUOZAIGUOWAIMAIXINGBAKEDESHIHOU,DIANYUANZONGSHIHUIZAIBEIZISHANGXIESHANGNIDEMINGZI,ERQIEHAIZONGSHICUODE。HENDUOGUKEHUIBAXIECUOMINGZIDEXINGBAKEFADAOSHEJIAOWANGLUOSHANGTUCAO,ZHEIYANG,JIUHUIYOUYUELAIYUEDUODERENZHIDAOXINGBAKE。

DAZAOYIGEYOUHONGDONGXIAOYINGDECHANPINYIJINGHENBURONGYILE,XINGBAKEWEISHENMENENGYICIYOUYICIZHUAZHUGUKEDEXINLI?

3

星巴克猫爪杯的火爆 至少能教给我们5个营销重点

YIBUFENRENRENWEI,ZHEIYINWEIXINGBAKEYIYOUDEJUDAPINPAIXIAOYING。“XINGBAKEYIJINGYOULEGUANGHUAN,SHIDETAWULUNCHUSHENMECHANPINDOUZIDAIGUANGHUAN。”

BUGUO,ZHEIGESHISHANGMEIYOUOURAN,SUOYOUOURANDEBEIHOUDOUSHIBIRAN。NEICANJUNCAIFANGYENEIRENSHIHOU,FAXIAN“MAOZHUABEI”ZHISHAOJIAOJIWOMEN5GEYINGXIAOZHONGDIAN:

1. 在常见的可行领域持续创新

YIBEIZIWEILI。TUICHUJIKUANBEIZILEIDEWENCHUANGCHANPIN,DUIHENDUOPINPAILAISHUODOUBUNAN,BUGUONENGGOUJIANCHIXIALAI,BINGQIEBUDUANCHUANGXINDEQUELIAOLIAOWUJI。

XINGBAKEJIUBAZHEIGEKANSHANGQU“BINGBUNAN”DESHIQING,ZUODAOLEJIZHI。

ZAIMAOZHUABEIHUOBAOWANGLUOZHIQIAN,JINZAI2019NIANQIANLIANGGEYUE,XINGBAKEJIUXIANHOUTUICHULEFENFENNENNENZHUZHUBEI、CHUNRIXIANDINGYINGHUABEILIANGDAXILIE,JIN70KUANBEIZI。

ZHEIQIZHONG,DUOSHUBEIZIDOUMEIYOUHUO,ZHIDAOZHEIKUAN“MAOZHUABEI”WENSHI,CAICHEDIYINBAOLECHAOLIU。

2. 用固定动作持续讲故事

ZHONGFUSHIZUIYOUXIAODECHUANBO 。ZHEITIAOCHUANBOXUEDEGUILV,ZAIXINGBAKESHENSHANGDEDAOLEZUIYOUXIAODEYINZHENG。

中国竞彩网 YIXINGBAKEDESHENGDANHONGBEIWEILI。CONG1997NIANTUICHU“SHENGDANBEI”KAISHI,XINGBAKEZAIMEINIANDESHENGDANJIEQIJIAN,DOUHUITUICHUSHENGDANHONGBEI。

QIZHONG,CHULE1997NIANSHIYONGZISEZUOWEIZHUTISEYIWAI,QITASHIJIANDOUHUICAIYONGHONGSEZUOWEIZHUTISE。ZHIJIN,SHENGDANHONGBEIYIJINGJIANCHILE21NIAN。

RUJIN,ZHIYAOZAIXINGBAKEDEDIANLIKANDAOHONGBEICHUXIAN,XIAOFEIZHEJIUHUIZHIDAOSHENGDANJIEJIJIANGLAILIN。

ZAIBIRU,XINGBAKEJINRUZHONGGUOHOU,TUICHUDUANWUJIE“XINGBINGZONG”JIZHONGQIUJIE“NVSHENYUEBING”。ZHEIXIEGUDINGDONGZUOQIDAODECHUANBOXIAOGUO,YUANBIRENHEYINGXIAOLAIDEGENGHAO。

3. 星巴克真正的护城河,是对中产阶级消费诉求的深度洞察

中国竞彩网 DUIYUHENDUORENLAISHUO,RUGUODANLUNKAFEIDEPINZHIHEKOUGAN,XINGBAKEYUQITAPINPAIZHIJIANBINGMEIYOUBENZHIDEQUBIE。

QISHI,XINGBAKEZHENZHENGDEHUCHENGHE,ZAIQIDUIZHONGCHANJIEJIXIAOFEISUQIUDEDONGCHA。ZHEIXIESUQIU,FANYINGDAOKONGJIANSHANG,JIUSHIXINGBAKECHUANGSHIRENDE“DISANKONGJIAN”—— YIGEJINENGTIGONGDUCHUYOUNENGTIGONGJUHUIDEGONGGONGKONGJIAN。

中国竞彩网 RUJIN,BUGUANNIZOUDAONALI,XINGBAKEDOUHUICHENGWEIDAZHONGXINMUZHONGYUEHUI、YISHI,SHENZHISHIGAOZHONGSHENGZUOZUOYEDESHOUXUANZHIDI。

4. 产品思维,正在成为营销的主流思维

QISHI,CONGMAOZHUABEIDEHUOBAO,WOMENHAIKEYIKANDAO,CHANPINSIWEIZHENGZAICHENGWEIYINGXIAODEZHULIUSIWEI。

中国竞彩网 CHUQIDEYINGXIAODADUOYIGUANGGAOWEIZHU,BIRUNAOBAIJIN、HENGYUANXIANG,YONGCHIXUBUDUAN、DAMIANJIDEGUANGGAOZHANLINGXIAOFEIZHEXINZHI。

中国竞彩网 HOULAI,YINGXIAODADUOYISHIJIANYINGXIAOWEIZHU,BIRUZHUMINGDE“SIBADAYONGSHIGONGZHANSHOUDOU”SHIJIAN。

中国竞彩网 RUJIN,YUELAIYUEDUODEYINGXIAOSHICHANPINSHIJIAN,ERBUSHIYINGXIAOSHIJIAN。

5. 一款火爆的文创产品,正在成为餐企另一种竞争力

中国竞彩网 ZAIBAOKUOCANYINYEZAINEIDEHENDUOXINGYE,TUICHUYIKUANYOUQUDEZHOUBIANCHENGWEILEDANGXIAZUIHUODEYINGXIAOFANGFA。BIRU,GUGONGDEKOUHONG、KENDEJIDETXU、KEKOUKELEDEBEIBAO。

KEYISHUO,WENHUACHUANGXIN、NEIRONGCHUANGXIN,JIANGHUICHENGWEIWEILAICANYINQIYELINGWAIYIZHONGHEXINJINGZHENGLI。

RUGUONIDEJINGLIYOUYU,BUFANGRENZHENSIKAO,ZIJIGAIRUHEDAZAOYIKUANZIJIDEWENCHUANGCHANPIN。

“MAOZHUABEI”DEHUOBAO,SHIYICIYICICHUANGXINCHANGSHIDEJINGYANSHENGJI,YESHIDADAXIAOXIAOYINGXIAODONGZUODEXIAOGUOLEIJIA。

中国竞彩网 ZHEIYIBORECHAOBEIHOUDEYINGXIAOLUOJI,NIXUEDAOLEMA?

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