范文一:产品推广文案 英文
Company’stargetposition:Hightech,corporateandproductswithhighgrowthpotential.
Product’sPromotionalTimeline
1.) Pre-collectionofpotentialcustomerdata
DependingonInternetandconnections,conductPre-
marketsurveytodeterminethemaintargetcustomers,includingsuppliers,distributors,FIT(largecustomers),high-gradehotels,hospitals,museums,designcompaniesanddesignercompanies.
2.) Pre-launchdirectmarketing
Sendflyersoruseotherdirectmarketingchannelstopotentialcustomers(afterthescreen),tohaveafacetofacemeetupsdrawingcustomers'attentions(theremaybechancetoaccomplishagreement,orachievepossiblecooperation,orberejected)
3.) CustomerRelationshipManagement(retention)andproductdevelopment(marketing)
1. ProductLaunchConventions(forexampleApple)WWDC
ForB2Bthatareinterestedintheproductordevelopers,holdaproductlaunchconvention(
orconferencesimilartoApple'sannualconference,WWDC),toexplainproductfeatures,b
enefitsandfuturegrowthpotential,sothatcustomersareabletounderstandwhattheirpr
oductcandoforthem.Thelocationwillbeplacedinshowroomsornearbyit. At
theendoftheconvention,customersareallowedtohavepersonalexperienceandtrythepr
oduct.Pre-
orderdiscountscanbeusedforthosecustomersattendingtheconventiontorewardtheirl
oyalty.
2. AnnualGalasandEvents
Invitecustomers,clientstonetworkingsessionswithinternalstaff.Thisopensopportuniti
estoenhancethecompany-public-
supplierrelationship,andaddressesthepotentialneedsofmorecustomers,whichinturn
willhelptoimprovetheproduct.Thisisalsoanopportunitytoretainoldcustomers,re-
establishconfidenceinthecompanyandstrengthenproductloyalty,aswellashelptodevel
oppotentialclients.
3. DoortoDoorVisitsandCo-Creation
Tele-
salesordoortodoorsales.Organizecustomers ’responsesandtimelygivefeedbacktohelpf
urtherdeveloptheproductaswellasenhancefeatures.
4. Creatingbuzzandviralmarketing.
Successfulproductsoftenincludegimmicksorajingle.Agimmickservesasadistinctiontoas
sistinmarketdifferentiation.Thereisalsoaneedforcreativeexpression,aviralmarketingc
ampaignaswellascreatingmassivebuzz
PromotionalVideo:SimilaradsasAppleiPadPro,videogameadvertisementsrelatedtoPokemonGo.Ridingonmarketingbandwagons.
Therearemoreopportunitiestocreatefurtheroutreachwithinthemarketsuchas
1.) Collaborationswithonlinee-TailingsitessuchasTaobao,Carousell,Qoo10andLazada
2.) EstablishinganeTailingwebsitetopractisemulti-channelmarketing
3.) Collaborateanddojointmarketingwithwell-knownhotels
4.) Propertypromotionmarketingprogram
Firstly,thereistheissueofthecostofwebsitedesignandmaintenancecosts
CurrentlyasearchdoneforInnocityproductsonWisQositeturnedupwithzeroresults.Itisimperativetocons tructtheofficialwebsiteattheverystarting.
Budget:
Secondly,socialnetworkmarketing
CreateaccountonWechat,andFacebook.Theconstantreleasingofupdatedinformationaboutthecompan y'sproductsandpromotionalactivitiescanbeused.Thisengagestheusersandgeneratesgoodcontent. Budget:
Thirdly,themarketingstrategy
(A)Promotionondecorationdesigncompany
Duetomosthomedécororganizationshavedirectrelationswithcustomerswhohavealreadyahouse,andalsotheproduct'saudience,topartnerupwithinteriordesigncompaniesisapplied,fordevelopingthedirects aleschannels.
Advertising:issuingleaflets
Personalselling:arrangeforleafletsandflyerstobedistributedtothemasses.Thisisacostlybuteffectivewaytomarketproductstothemassesasitisabletooutreachcustomersquickly.Hence,mostcompaniesunderta kethisstrategy.Nonetheless,mostpeoplemighthavenointerestinginflyersastheyaremostlybusywalking ordon’twanttobedisturbedbytheadvertisements.
Specializedplans:
1.Partnershipswithinteriordesigncompaniescompany;firstofall,thestrategyistoprovidefreetwosample s
withseveralsalesbundles(productsandtheinteriordesigncompany'sownuse,canalsobesoldtocustomers);Secondly,eveniftheydidnotsellasecuritysystem,theywillstillgeta2%commissionandtheywillprovidethecustomerinformationtothecompany,whichwillinturnbenefitthecompanyinCRM;andfinally,thefuture promotionscouldbeusedbyusingsalespromotionvia1,000yuancoupons.
Section2.Thefutureofthecompanyisstillprovidedinthecompany'sprofile,productpresentationsandleafl etsontheinteriordesigncompany.Thecustomerscanobtainproductinformationfromtheinteriordesignc ompany;atthesametime,futureretailbranchesmayalsoofferaKOTIintelligentsecuritysystemmodelbyth eirowndecoration.
3.Afterservingacustomer,theinteriordesignerwillnotifythebranchaboutthepotentialcustomer.Therear estillopportunitiesforfuturearrangementsforthemtobeinterestedinourproducts.
4.Thebudget
Leaflets1000,A?*=1000?Yuan
Productmodel?*1=?Yuan
Thetotalannualbudgetisfundeddown:Yuan
(AfriendinTeamAerialwerkzadesigner,youcantrytotalk)
Address:#06-09,21WoodlandsCl,PrimzBizhub,Singapore737854
Tel:66355355
5.EvaluationAnalysis
Advantages:
1)IncreasethesalesKOTIintelligentsecuritysystem
2)ProductInformationisavailablefreefromtheinteriordesigncompany
3)Theenduser(customer)canmakedirectcontactwiththemaincompany
4)Thecompanyisabletoobtaininformationonresidentsevenifthecustomerdidnotpurchasethesuppleme ntaryproduct
Disadvantages:
1)InteriorDesignCompanyemployeesthemselveshavelittleknowledgeabouttheproduct.Thus,thecomp anymusthavespeciallytrainedpersonnel,ortrainpermanentsalesemployees,toimproveincentivetodop ersonalselling,whichincreasethecostgreatly.
2)Inordertopushformoresales,thesalespersonmightresorttopressuresalestacticsandotherhardsellingt echniques.
Limited3)CustomerGroup
Fortheseconstraints,wehavetakenthesolutionbytraininganumberofcorporateprofessionalsininteriord esigncompanytointroduceproductinformation,whichisconducivetoraisingsalesrevenue.Itwouldbebet terifthecustomeralsocandisplayproducts.Ontheotherhand,itwillconvincesomeinteriordesignerstouse theproductsorincorporateitintothedesignoftheroomandhouse.Meanwhile,therealsohaveproposedsci enceandtechnologyresearchtohelpfurtherimprovetheproduct
(Ii)Collaborationwiththerealestatedevelopers
Sincemanynewrealestatesarenewlyfurnished,theentiremarketdemandwillbeimpacted;hencethereisa nopportunitytoworkwithrealestatedevelopers,todevelopmoresaleschannels.Ifthefollow-
upagreementtobeledbytheirpotentialcustomers,marketresearchshouldbeconductedtotestthemarket forhigh-
techsmarthomeimprovementfieldofwhattoexpect.Developershavehighpurchasingpowerandhavedee perconnectionsinSingapore
Advertising:byTVandInternetMediaandguidedevelopers,takingprominenthigh-
techproductfeaturesviaasasellingpointforasellingahouseorproduct
Personalselling:traindoortodoorsalesmentodiscusstheprojectwiththeotherpersonincharge,tointroduceproducts,convinceeachother,andfostercooperation.
Specificplan:
1.First,havecommunicationwiththedeveloperstointroducehigh-
techproductfeatures,andguideeachother;thisfeaturewillbethepinnacleofhomeimprovementandsecur ity,andwillinturnpavethewayforbettertechnologicalimprovements,sellingnicedesignedrooms,andkee pingsafetybutstylish.
2.Iftheotherpartyhastheinitialletterofintent,thereareopportunitiesforgrowthandsales
3.Pricesettingmustberelativelyconservative,sothatpromisescanbemadetoprovidefreetwosetsofmode lroomequipment,whichcanbeenteredintoacontractlater.Besides,therewillbeadiscountonthepriceadv antage.
4.ThemainhighlightsofexpressionKeywords:tech,futuretrends,thesalessellingpriceisnothigh
5.Budget:
Thecostoftheinitialprovisionofequipmentandinstallationcosts
Toprovidediscountsorreturncost
6.AssessmentAnalysis
Advantage:
1)Onceenteredintoacollaboration,thesizeoftherealestatedeveloperorderswillbeverylarge.
2)Ifthedeveloperaresomehotspotsalesofthecompany'simage,itwillbenefitproductpromotionaswell.
Disadvantages:
1)Sincedevelopersgenerallyhaveafixedpartner,itisurgenttopersuadethemtochangeanewone.
2)Thegreatertheamountoforders,post-maintenanceandafter-
saletechnicalsupportrequirementswillbehigher,therefore,itisimperativetoensurethesustainabilityofpr oducts,constantdevelopmentandupdate.
Intermsofthesecharacteristics,itisadvisabletodevelopamoreprofessionalsalesteamtoshowbusinessser vices,securityandmaintenance,andreceivecustomerfeedback,activelydevelopnewproducts,aswellasti melyupdateproductinformation,inordertothesustainabilityofcooperation.
范文二:产品推广文案创作
产品推广文案创作
目 录
目 录 ....................................................................................... 1 一、产品概念创作 ................................................................... 2
(一) 产品概念 ................................................................ 2
(二)概念因素 .................................................................. 2 二、产品广告语创作 ............................................................... 3 三、产品卖点创作 ................................................................... 3
(一)SWOT分析: .......................................................... 3
优势 ........................................................................... 3
劣势: ....................................................................... 7
机会: ....................................................................... 7
威胁: ....................................................................... 8
(二) 具体卖点创意 ........................................................ 8 四、 部分建议 ......................................................................... 9 参考文献: ............................................................................. 10
一、产品概念创作
(一)产品概念
1+1=?的低碳生活,高品质的生活,体现身份的象征 (二)概念因素
1.此产品的目标客户是高消费水平顾客,而高消费水平的顾客,更在意的是对于生活品质的追求。价钱已经不是他们想得到的东西,而是一种在需求最顶端的,自我价值的实现。所以在产品推广时,要以高生活品质,高身份象征为基础。
2.在工程销售中,也是以高品质、面对市场高定价的方法,来使得让工程商,因为此产品而对工程商的消费群里的高服务。给工程商以低价,来增加工程商的利润,以此和工
程商成为,持续合作,达到共赢效果。所以,在产品的概念上,就要以高定价,高品质为基调。体现出,使用此产品可以改善生活品质,提高身份地位,可以得到更多的尊重等作用。
二、产品广告语创作
广告语(写的比较多,选择比较多)
1、高品质的生活,来自于1+1=?的XX
2、1+1=?是真的吗,如果你用了XX就会明白~ 3、突然有一天发现,原来XX是为了给你带来1+1=? 三、产品卖点创作
因为我是学营销的学生,所以为了更好的写好这个文案,我还是用了SWOT分析的方法来,提出这个卖点的原因。并且,根据我所学的知识,希望更详细的给贵公司一些建议。希望对你们可以有帮助。谢谢
(一)SWOT分析:
优势1.、技术优势
技术优势我就不多说了,我想,你们比我了解的多很多。 2、市场优势
1)、市场空调市场、热水器市场仍然有大量的市场空间
(1)2010年3月3日,国美、永乐、大中电器联合与空调厂家签订了2010年首批109亿元采购大单,其中高能效空调和变频空调成为主体。同时,国美还发布了《2010年空调市场消费趋势报告》。《报告》中分析认为,空调换代进入高峰期、宏观政策的持续推动。一下几个图是从专业期刊上摘录下来的。
(2)新产品的市场有大量份额
因为产品正在处于革新变化的时期,是抢占大量市场的好时机。根据我上网查询的结果,无论是学术网站上,还是推广网页上,都还没有太多类似的产品。虽然没有此产品的商标和LOGO,但是,网上至少还没有类似产品的大量推广宣传,所以,本产品还是具有很好的新产品所占的市场细分中的,先发优势。可想而知,先发的产品,必定在其所在的市场中有大量的可占份额。因为此市场还是只处于萌芽期。所以,市场还是在细分之后,有大量的市场份额。 劣势:
市场知晓率差
刚刚我在上面提出的优势中的新市场,其实也是劣势之一。因为对此产品的性能和认知度较差。并且对此产品的质量和使用程度不算太了解。但是,此产品走的是高性能,高定价的策略。所以在推广时,要体现出产品的新型功能,和产品质量保障以及技术保障。
机会:
1、技术的领先更好的在萌芽产业中,占有先发优势
这个,不必要多说,因为各位比我了解的清楚很多 2、新节能、低碳生活的政府支持
http://www.cusdn.org.cn/zcfg/class/
在才网页中,可以看到大量有关各种城市有关的低碳生活的大量报道。所以从中可以看出很多有关,新型发展的方法。所以更好的体现出来此产品在政策上的优势。可以为此产品的发展提供很好的参考文献。因为我不了解具体有关贵公司的销售了解,所以,如果需要我,我在帮你们找。 威胁:
1、已占市场大份额的旧型产品
现在市场中有大份额的主流空调及热水器的市场。并且有大量的顾客对此很是了解。所以,制定详细的市场细分,及对策研究才是最好避开那些知名大品牌的对策。 2、产品概念的复制
新型产品都存在此类问题。在销售中,存在大量的复制品。不仅仅是技术上,以及品牌及概念上的复制。此类产品是贵公司最大的威胁。而面对这样的这样的对手,最重要的就是在推广产品初期,以推广品牌为主。大量的让顾客及工程商了解,贵公司的品牌效应,以及品牌对贵公司产品的作用。形成产业地区老大的概念。
(二)具体卖点创意
结合贵公司在市场中的优势以及机会,躲避开劣势和威胁。
我提出的卖点创意是一下几点。
1、高品质的生活
2、身份的象征
3、给你的顾客带来的高出满意度的产品(对工程商) 4、新型户式中央新风、热水集成系统的品牌霸王 四、部分建议
1、在品牌宣传时,劲量少用专业术语
因为,本人说实话,对贵公司所给的产品推广,真的看的不是太懂。所以在产品推广时,会有很多这样的术语的话,会产生不了顾客的共鸣。就像一个脑部按摩仪的一个例子一样。一定要让客户很快的能了解产品的具体操作,以及产品的具体概况。而很多高消费的群体的购买中,会少量的了解其具体产品细数。所以,在品牌宣传时,以产品的性能,以及品牌形象为宣传以及推广重点。重点要推广好品牌。比如说,要让工程商感觉到,使用贵公司的产品,会让其脸上贴金。会让其工程商的顾客在看到贵公司的产品时,能给予工程商很好的满意度。不知道我说明白没有。就是让自己成为其这个市场细分中的品牌霸王。品牌,以品牌为主~ 2、要市场高定价,工程商让利的方法
如果零售方向为高消费群体。那定价方面就一定要高定价,此方法不仅不会减少销售量,并且还会提高其产品品牌
树立效应。其高定价的方法,会让其高消费群体感到自己得到了满足(自尊以及自我满足、自我实现)这样的满足,就使得再高的价格也会接受。并且,在工程推广的时候,尽量让利。不要太高的价格,使得工程商,在贵公司的品牌效应下,利益最大化,使得销量增加。其销量增加后,会使贵公司所占市场份额更大。以此来更大的扩大市场。在这种市场严重细分的时候,更多的扩大市场,增加销量,则是我所说的企业的品牌建立最大的基础。
3、产品初期的促销
产品初期的促销,千万不要从零售开始,在产品进入市场初期,尽量在工程上做好促销。在零售中,不促销。以得到此产品为高质量,高品质的身份象征的一种概念。然后主要是推广在工程商中的信誉,以及销售量。开始就以自己出众的品牌来影响大量的市场,充分发挥二八原则。牺牲小市场,满足大客户的策略。
这些是本人的所做的产品推广策划。希望贵公司可以采纳,因为这个是花了一些心思做出来的。也希望贵公司此产品的销售成功~~我也相信,肯定可以~~很高兴贵公司可以给我这个机会~万分感谢
参考文献:
1. 空调市场:新政下决战旺季. 作者: 于昊 刊名: 电器 英文刊名: CHINA APPLIANCE 年,卷(期): 2010,""(7)
2.热水器市场:低碳声中融合发展 作者: 于昊 刊名: 电器 英文刊名: CHINA APPLIANCE 年,卷(期): 2010,""(8)
3.各品类全线增长,"电"、"燃"之争升级——2010年1,5月中国.热水器市场分析 作者: 杨炜
作者单位: 北京中怡康时代市场研究有限公司 刊名: 电器 英文刊名: CHINA APPLIANCE 年,卷(期): 2010,""(8)
4.节能大势所趋变频急速上量2010年空调市场向好 作者: 于昊 刊名: 电器
英文刊名: CHINA APPLIANCE 年,卷(期): 2010,""(4)
范文三:产品推广文案
产品推广文案
本资料由africanzone搜集
更多文档请点击http://www.docin.com/africanzone
新品上市推广的主要作用就是通过广告、促销等形式手段,建立产品知名度乃至美誉度,引导消费者产生首次购买、重复购买。而市场推广就是选择合适的场所或媒体针对合适的人群开展形式多样的合适的宣传告知,让这些人群产生好感、达成感性消费。但是决不能为了市场推广而市场推广,那样肯定会出现重大失误甚至是致命性错误,直接导致新品上市失败。新品市场推广要想获得成功,前提必须建立在严密的市场调查的基础之上,根据市场调查分析报
。紧接着就是进行细致的营销策略规划。基于此,才真正开告提炼新产品USP
始战术部署和执行,品牌形象建设、媒体广告投放、促销推广活动、公关活动。
一、市场推广的前奏
1、竞争市场调查
调查目前市场上同档次主要竞品有哪些?主要消费人群是谁?目前总体市场表现怎样?市场上现有竞品在消费者的总体评价(包括产品、价格、包装、购买地点、促销等)?消费者购买行为分析、消费者需求分析等等。
市场调查活动可采取人员访谈、调查问卷等形式进行开展。市场调查活动完全可以外包给专业的市场调研公司。目的在于获取最真实的市场情况、分析目前市场上的现实需求点。
2、产品USP提炼
本文发表于博锐管理在线|www.boraid.com|
根据市场调查分析结果,进一步修正、提炼有针对性的新产品USP。从形式上到广告语全面完善USP系统。包括产品独特销售主张USP、产品包装设计、广宣品设计、广告片设计等等。这一环节直接决定新品上市的市场接受程度的好坏。
3、营销策略规划
营销策略规划包括产品策略、价格策略、市场拓展策略、渠道策略、促销策略、组织策略等等。
产品策略就是产品市场定位、产品组合、产品生命周期等。产品市场定位就是明确目标消费人群,哪一些消费群体、消费行为特征、消费购买因素等。产品组合就是产品有多少SUB,有几种品类几个品种几个规格等构成。产品生命周期就是产品在导入期、成长期、成熟期、衰退期的整个过程中产品发展策略,是采取生级换代产品发展策略,还是重新开发产品发展策略等。
价格策略就是价格体系设计、价格管理等。价格体系的制定可以采取成本叠加法或建议零售价倒退法。价格管理就是价格如何跟随市场状况变化而调整的策略,比如先高后低、稳定不变价格、先低后高等等。
市场拓展策略就是界定清楚哪些是重点区域、哪些是次重点区域,哪些是一般性区域,并且明晰各个区域的拓展顺序及时间安排。
渠道策略就是渠道模式、渠道结构、渠道成员管理等。渠道模式就是如何设计渠道类型、渠道层级。比如采取直供终端、分销或者混合模式,在分销可以采取省级总代理模式或小区域独家代理等渠道模式,可以采取多层级分销也可以采取单层级分销等等。渠道结构就是不同区域的渠道成员如何设置?数量是多少?怎么分配?一般而言区域渠道结构可按照分区域、分渠道、分品项来设置。渠道成员管理就是经销商进行调整和开发,现有经销商的评估调整、新经销商的开发甄选。
促销策略就是消费者促销推广活动、渠道促销推广活动等。消费者促销推广活动就是针对消费人群开展,目的在于拉动终端销售,包括赠饮派发、产品导购、买赠、捆绑促销、积分促销等等多种形式。需要注意的是必须有一个系统规划:哪些区域、什么时间、什么地点、什么频次、什么内容等。渠道促销推广活动就是针对渠道成员开展,目的在于推动产品进入各级渠道环节,包括首批进货奖励、坎级进货奖励、累积进货奖励、捆绑买赠、广宣品搭赠等等多种形式。
组织策略就是组织架构搭建、团队组建、团队内部管理等。组织架构搭建是完全基于新品营销发展的内部组织保障,贯穿从新品概念提炼到新品衰退整个营销过程。组织架构搭建包括部门、岗位的重新梳理,可以考虑构建固定的产品经理岗位进行总体策划和组织协调,也可以构建基于新品上市推广的跨部门行动小组,另外还会增编临时促销或导购团队。团队组建就是基于新品的内部岗位人员重新调整配置。团队内部管理就是在整个新品上市推广过程中的内部营销管理。
二、市场推广的实施
1、终端销售氛围的营造
终端销售氛围的营造,目的在于强化产品品牌形象在目标消费人群当中的印象。
据调查数据表明:65%消费者受产品的终端形象、活动影响而发生购买转移行为。不重视终端销售氛围的营造是很多营销人员致命弱点,使得产品在目标消费者心目中根本没有形成任何印象。有些新颖独特的产品已经上市几个月了,消费者竟然还不知道这个产品的存在。所以,终端销售氛围的营造是市场推广活动的前提,目的在于提高产品认知度。终端销售氛围的营造主要包括产品规范陈列和终端形象包装,必须尽最大可能达到铺天盖地、排山倒海、无处不在的气势,使得产品在目标消费者心目中形成震撼的视觉冲击力,留下难以忘怀的深刻印象。首先充分挖掘和利用公司现有的一切资源,包括助销品、相关费用,再加上运用良好的客情关系,包括经销商、终端门店,为终端销售氛围的营造打下坚实的基础。营销人员在区域市场内,必须集中优势兵力重点扶持几个核心终端,本着"做一个点活一个点"的原则,做到以点带线、以线带面,最终达成盘活全局的目的。
终端销售氛围的营造不是一蹴而就的简单工作,需要纳入日常化管理之中,并加以考核。否则,如果终端销售氛围的营造时断时续,势必造成资源浪费,最终达到的效果也前功尽弃。终端销售氛围的营造包括常规终端建设、耐用终端建设以及软终端建设。常规终端建设,就是利用海报、支架、易拉宝等POP分别针对核心门店、重点门店、一般门店进行策略性包装;耐用终端建设就是将各类别门店的门头、背景墙、灯箱、专柜等区域进行产品形象的包装;软终
端建设就是调动一切可利用的终端一线人员的力量专注于产品的终端拦截,如派发员、导购员、促销员、营业员等等。
2、媒体宣传告知
市场推广活动效果不理想,很大一部分原因在于活动信息根本没有传达到目标消费者,自然不可能空穴来风实现预定的目标。市场推广活动的开展必须结合媒体宣传告知,使市场推广活动的信息得到最广泛的传播,诱导目标消费者发生购买行为,也在于凝聚促销现场的人气,满足终端门店对人流、现金流的追求。
媒体宣传告知除了传统的电视广告、报纸广告、广播广告等等外,它还有更多的表现形式,如路演、软文、传单、邮报、手写海报、店内广播、门店显示屏、短信等等不一而足。营销人员应该结合区域市场特点以及公司的实际投入力度来拟制最有效的媒体宣传告知组合,以达到事半功倍的宣传效果。在终端门店内部,需要考虑手写海报、看板、条幅、店内广播、店内显示屏等;在终端门店外部,可以考虑路演、传单、邮报、店外显示屏等;在高空可以考虑:电视字幕、电台、报纸软文、短信等等,如此形成立体交错的宣传告知模式。
在媒体宣传告知上要避免资源投入的浪费或者不到位。首先,要考虑市场实际状况,权衡自身产品与竞品在市场表现上的差距大小,再结合公司投入力度,拟订阶段性媒体宣传实施方案,即铺垫期、启动期、高潮期、收尾期的宣传传播方案,力求将有限的资源投入到核心、重点区域、门店,有的放矢,真正做到有效直达目标消费者;此外更要切忌一股脑遍地开花,造成资源的严重浪费。
3、促销推广活动
促销推广活动不是为了促销而开展,它还肩负着品牌建设的任务。促销推广活动一定要有一个主题,这是整个促销推广活动的灵魂,目的在于提高品牌美誉度。从目标消费者的心里挖掘最富有煽动性的促销推广活动主题,以此主题为整个促销推广活动的核心,整合各种营销要素,在终端与消费者形成互动的氛围,最大限度拉进消费者与产品、企业的心理距离,吸引一批稳定的忠诚消费群体,从而最有效地推动产品销售业绩的持续增长。
促销推广主题要从一个时间段中考虑,在这个时间段可以设计不同的主题,但是每个主题之间必须有联系,整个活动主题一脉相承,一气呵成,形成具有震撼效果的品牌影响力。促销推广活动主题要与产品品牌诉求和定位相一致,避免给目标消费者混乱甚至错乱的印象,必须根据公司整体品牌战略目标来确定;促销推广活动主题是打动消费者的关键,一定要贴近目标消费者利益,是他们关注的重点,而不是给老板看的;促销推广主题要简洁、突出、富有创意,并且朗朗上口,反映促销推广活动的核心思想;促销推广主题还要充分利用时势热点,诸如春节、母亲节、奥运等等,要有一定的新闻价值,在一定程度上能够引起社会舆论的关注。
主题促销推广活动主要有三种:以产品为主题的促销推广活动;以季节特点为主题的促销推广活动;结合特定节假日的促销推广活动等。需要明确主题促销推广活动绝不是简单的买赠、特价、路演等活动形式,而是围绕一系列主题这个活动灵魂来体现出品牌的诉求和定位、消费者的利益。
4、人员组织管理
往往一个好的市场推广活动方案由于执行和管理的漏洞而不能达到预期的效果。市场推广活动的执行效果关键还在于组织的执行力,需要事先成立市场推广活动的组织以及明确人员职责分工,通过培训和监控来确保整个市场推广活动顺利开展。
市场推广活动的组织及职责的分工是活动稳定有序进行的前提。在组织建立方面,必须既有总指挥、总协调等类似主管的角色,也有各个项目的具体负责人。在职责分工方面,应体现清晰明确的原则,专人专责,避免职责不清,相互扯皮现象的发生。在市场推广活动执行过程中应当实行主管负责制,一方面项目负责人必须维护主管的权威,另一方面主管必须对所属区域内的所有事件负责。
严密的监控措施是保证市场推广活动高效开展的重要环节,主要包括市场推广活动期间的常规例会、报表体系以及相关奖惩措施等。
同时,企业还要注意做好对那些兼职促销员本身的激励工作,提高士气,最终达成提高销量的目的。实施项目奖励计划,使销售成绩与促销员的收益挂
钩,调动促销员的积极性。在项目执行过程中,对完成并超过目标销量的城市及促销员按其完成目标销量的比例给予不同的奖励,并设立销量排行榜,大大促进了促销员的积极性。
MSN空间完美搬家到新浪博客~
特别声明:
1:资料来源于互联网,版权归属原作者
2:资料内容属于网络意见,与本账号立场无关
3 :如有侵权,请告知,立即删除。
本资料由africanzone搜集
更多文档请点击http://www.docin.com/africanzone
范文四:(马可波罗)2013新产品推广文案(最终定稿)
2012新产品推广文案(2012.12.16)
2012 New Products Promotional Brochure
(2012.12.16) 一、木纹砖
I. Wooden Tile
? 创意源及故事:
? Creation Source and Story
―资源‖、―污染‖、―温室效应‖已最为关注的三大问题。以―瓷‖木代替―实‖木是行业大势所趋,也是陶瓷人为人类进步做出的积极努力。
―Resources‖, ―Pollution‖ and ―Greenhouse effect‖ have become the three major issues drawing wide attention. It is the prevailing industrial trend with ―ceramic‖ wood in place of ―solid‖ wood and also the positive efforts made by the people in the ceramics industry for the human progress.
巴西橡木:CZ9962/CZ9964/CZ9966/CZ9968
Brazil Oak: CZ9962/CZ9964/CZ9966/CZ9968
南美柚木:CZ9952/CZ9953/CZ9956/CZ9958 South American Teakwood: CZ9952/CZ9953/CZ9956/CZ9958
罗马船木:CZ9840
Roman boat Wood: CZ9840
广告语:
Slogan:
畅享绿色生活
Enjoy Green Life!
? 卖点提炼:
? Selling Highlight:
1. 【喷墨、细腻、纯手工】纯手工雕琢的山形木纹理与自然清新的色泽完美的邂逅
与融合,呈现出饱满且极富层次的质感,在刚柔并济之间展现出一场灵动的家居盛典。
1. [Ink jet, Delicacy and pure hand-made] casual encountering and integration of the pure hand-carved Yamagata wood texture and the naturally fresh luster combination to highlight the full-bodied and multi-tiered texture, thus presenting a dynamic home collection of the firmness and flexibility.
2. 【时尚、前卫、百变组合】依附实木的原生态纹理,但在颜色的选择上更亲近时
尚和白领人士的喜爱,或清新,或艳丽,或明快,将自然界木纹没有的色彩在瓷木产品上创新演绎。并且可以根据消费者不同的喜好和需求随意切割,自由组合。
2. [Fashion, forward-looking and changeable portfolio] Eco-texture clung to the solid wood, yet the color selection is more inclined toward the preference of the fashion-lovers and
white-collars as they are fresh, bright and lively lucid in color to creatively incorporate the colors of the natural wood grains into the ceramic wood products so that they are easier for customers to willingly cut off at random according to their various tastes and demands for the free assembly.
3. 【自然、环保、原生态】以―瓷木‖代替―实木‖,绿色环保,避免了森林过渡砍
伐,从生态环境上给予了人性的关爱。
3. [Natural, environment-friendly and ecological] ―Ceramic Wood‖ outshines ―solid wood‖ as it is green and environment-friendly, favorable to protect the forest from being excessively cut, leaving more human care from the perspective of the ecological environment.
4. 【防水、防霉、易打理】源于木材而优于木材的理化性能更防水耐磨,易于打
理,经久耐用,实用美观,是居家最为理想的建筑材料。
4. [Waterproof, mould-proof and easy for handling] Products with the physical and
chemical properties due to the timber but superior to timber, highly waterproof, wear resistant and easy for handling and durable for use, practically attractive as the most ideal building materials for decorating the home.
二、维罗纳石Verona
II. Verona
? 创意源及故事:
? Creation Source and Story
【维罗纳】意大利石材资源极为丰富,生产矿点广布。特别是以卡拉拉为中心的西海岸和维罗纳最为有名,并且在质量和相关的石材开采加工设备也属世界一流。而维罗纳又是意大利最古老、最美丽和最荣耀的城市之一,拉丁语的意思为―极高雅的城市‖,全球最负盛名的石材展每年就在这里隆重举行。
[Verona] Italy is abundantly rich in the stone materials with mining sites scattered nationwide. Particularly, West Coast and Verona are the famous centers of Karla Stone, so it follows that Italy is the world-class attraction in quality and the mining and processing of the relevant stone materials. Verona is one of the most ancient and most beautiful and brilliant cities in Italy. Actually it is called as ―the most elegant cities‖ in Latin. The prestigious stone materials fair in the world is grandly convened here each passing year.
广告语:
Slogan:
纯美高雅,璀璨珍贵;
Purely beautiful and elegant to brilliantly highlight its precious value;
卖点提炼:
Selling Highlight:
1. 【意大利石材的代表】作为维罗纳产区最负盛名的大理石,作为石材展会的年度明
星产品,维罗纳系列是经典的代表;
1. [Typical representative of Italian stones] The most prestigious marble from Verona
mining area as the annual superstar product at he stone fair – Verona Series stand out as the classic representative.
2. 【精益求精的材质突破】马可波罗维罗纳系列在保证石材纹理色泽的基础上,将陶
瓷肌体的耐磨,硬度,耐腐蚀等物化性能的优势强强叠加,使得维罗纳以最完美的姿态胜任家居的设计应用; 2. [Perfection-sought material breakthrough] Marco Polo Verona Series superimpose the
advantageous physical and chemical properties of the ceramic texture, say, wear-resistance, hardness and anticorrosion based on the stone texture and luster to render the most perfect features of Verona Series widely acceptable fro the home decoration and application.
3. 【提升空间面积的色彩搭配、产品规格齐全】色泽清丽淡雅,可以在视觉上提升装
饰空间的面积感,规格大小兼备,满足不同户型的需要;
3. [Elevating the color sorting in the space with product specifications]a collection of
bright and freshly elegant color and luster can visually enhance the dimensional sense of the decoration space with full range of specifications to meet with the demands of different home dwellers;
配件:圣百花
Accessory: PIAZZA DEL DUOMO
创意源:圣母百花大教堂位于意大利佛罗伦萨。有人称这是世界第三大教堂。
Creation Source: Notre Dame Cathedral is located in Florence, Italy, which is also referred
to as the third largest cathedral in the world.
这是一座哥特式的建筑,高106米,其外部以绿、白、红三色大理石装饰, 应用建筑学、几何学原理设计修建。显得格外雄伟壮观。
This is a Gothic building, standing 106 meters high, artistically decorated with trio-color
marbles, respectively in green, white and red; designed and built on the principle of architectonics and Geometry. It is so majestic.
图案设计:吸取圣母百花大教堂建筑元素的几何特征,协调的色彩搭配,现代 时尚简约的取舍从而衍生设计出一套集建筑元素的陶瓷产品配套。
Pattern design: Absorbing the geometrical essences of the architecture elements of Notre Dame Cathedral, coupled with the coordinated color pattern and modern fashionable and simplistic preference, thus deriving and designing a complete set of ceramic product package integrating the architecture elements.
三、布拉格 Prague
III. Prague
创意源及故事:
? Creation Source and Story
【布拉格】是欧洲大陆的中心,号称欧洲最美丽的城市之一。其建筑以巴洛克风格见闻于世,布拉格建筑色彩极为绚丽夺目(红瓦黄墙),因而拥有―千塔之城‖、―金色城市‖等美称。布拉格依山傍水,古迹众多,小城区保存着中世纪风貌,街道两旁尽是风格各异的建筑,流光异彩般从眼前掠过,仿佛一场奇幻之旅就此明媚上演。 [Prague] is the center of European Continent, highly reputed as one of the most beautiful cities in Europe. Its buildings are famous for the Baroque style while Prague buildings are
brilliantly magnificent in color (red tiles and yellow walls), so it enjoys the fame as ―the City of pagodas‖ and ―the golden city‖. Prague stands imposing against the mountains and waters with so many relics around. The urban areas are well preserved with the medieval style with extraordinary buildings flanking the streets, radiating the glooming brightness and flashing past the eyes as if an elegant presentation of the fantastic journey.
广告语:
Slogan:
1.引领精美格调生活;
1. Leading a life of excellent style
? 卖点提炼:
? Selling Highlight:
1. 【金色之城的代表颜色,变幻的空间铺排】梦幻的金色和薄霭般的蓝灰色,代表布
拉格的清晨和黄昏;
1.[Typical color of the Golden City the fantastic spatial layout] The dreamy golden and
misty blue and grey combination, highly epitomizing the early morning and twilight of Prague.
2. 【色彩的明暗深浅,彰显细微之处的精致】每片产品上的色彩和明暗变幻,在细节
出凸显灵动秀美的方寸组合;
2. [Bright and dark color pattern to highlight the subtlety] each tile is darkly and brightly
colored to highlight the dynamic and elegant detailed combination;
3. 【顶尖水平的琉璃釉,更严密的砖体保护】最新研制的琉璃釉工艺,覆盖在砖体表
面,在提升砖面亮度的同时也为砖体的抗污,耐磨做了更好的保护;
3. [Top-notch colored glaze to better protect the tiles]The latest R&D colored glaze
technology with glazing fully covering the tile surface to elevate the tile brightness as well as antifouling tile and wear resistance for better protection.
【布拉格配件】
[Prague accessories]
沿用了成百年的紫丁香纹饰在欧式建筑中随处可见,该花象征着―年轻人纯真,美 好和谦逊‖。;
The well-established Lilac ornamentation is ubiquitous in European buildings, and Lilac
symbolizes ―a youth, so pure, amicable and modest‖;
四、撒哈拉砂岩Sahara
IV. Sahara
创意源及故事:
? Creation Source and Story
【撒哈拉砂岩】撒哈拉沙漠是世界最大的沙质荒漠,位于其中部的的卡尔纳塞山谷(Karnasai Valley),在金色的沙丘上,屹立着千沟万壑的砂岩塔。如同古老建筑的支柱,历经狂风沙暴的席卷,岿然不动,在广袤的苍穹下呈现圣洁雄壮的气势。 [Sahara] Sahara Desert is the largest sand desert in the world, located in Karnasai Valley in the middle part with the Sandstone tower standing so imposing among the Millions of gullies against the golden hills as if the pillars of the ancient building, having weathered the sweeping sandstorm but remaining as it is against the vast expanse of land and vividly presenting the grandeur and purity.
广告语:
Slogan:
⒈看得见的阳光色彩,触得到的岁月积淀;
1. Visible sunshine and brightness, experiencing the eternal accumulation; ? 卖点提炼:
? Selling Highlight:
1. 【高贵庄重的色彩,细密之间的起伏变幻】饱满温馨的色调,深受人们喜爱,结合
3D喷墨技术,使得砖面逐渐变化的纹路在统一的主题下各自演绎精彩;
1.[Noble and majestic colors, subtly fluctuating changes]Full-ranging color, highly
favored by people and combined with 3D ink jet technology to bring the texture of the gradually changing tiles into the self-interpreting excellence under the unified theme;
2. 【独具匠心的手工模具】自然且圆润过渡的模具收边真实再现原貌砂岩在自然界中
呈现的曼妙风貌;
2.[Unique hand-made mold]Natural and smoothly round mold with the edge representing
the original sand rock against the graceful outlooks in the nature;
3. 【珍贵的自然矿物闪点,提亮空间色彩】如繁星闪烁的矿物颗粒,在光源的烘托下
熠熠生辉,为祥静的室内空间提亮了色彩,增添了灵韵;
3. [Precious natural mineral spotlight, illuminating the colorful space] Star-like glaring
mineral particles sparkling against the light source to add luster and color to the peaceful and quite indoor space together with the charming aura;
4. 【立足环保,品质卓越】马可波罗撒哈拉砂岩在重现原生矿颜色和纹理的同时,在物化学性能上精益求精。相比极易风化的自然砂岩,更防水耐磨,易于打理,经久耐用。
4.[Environment friendly with superior quality] Marco Polo Sahara demonstrates the physical and chemical features in representing the eco-mineral color and grain of Sahara. Compared with the easily weathered natural rock, it is more waterproof and wear resistant, easy for handling and durable for use.
【撒哈拉砂岩配件】:
[Sahara Accessories]:
该系列从撒哈拉岩画中捕捉到设计灵感,花砖表面做旧的自然凹凸图案仿佛历史留下 的打磨痕迹,准确而简练的刻画了古代非洲人在烈日照耀的狩猎过程中热情的奔跑, 酣畅的驰骋,给人无限遐想。
This series derives its inspiration form the Sahara petrogram, and the naturally olden relief
pattern of the tile surface as if left with the historically imbued with wearing vestige to exactly and simply depict the zealous running of the ancient Africans in the hunting process against the burning sun, with the hearty galloping and the endless imagination.
五、翡翠玉石 Jadeite
V. Jadeite
? 创意源及故事:
? Creation Source and Story
【翡翠玉石】翡翠亦称翡翠玉、是玉石的一种,颜色呈翠绿色或红色。以绿色最为常 见,而碧绿——翠绿色者则为上品。马可波罗翡翠玉石将一派生机勃勃的生命之色运
用到设计应用中,让疲惫焦虑的心灵在产品营造的静谧优雅的环境中得到释放和洗涤。
[Jadeite] Green jade, also called Jadeite as a kind of jade in Emerald or red, but green in
most cases. However, the dark green jade is superior in quality. Marco Polo Jadeite applies the vigorous life into the design to release and rinse the fatiguing soul into the peaceful and elegant environment created by the products.
广告语:
Slogan:
1. 玉境悠远,华美天成;
1. Leisurely jadeite presents the luxuriant supremacy;
? 卖点提炼:
? Selling Highlight:
1. 【3D喷墨及微晶技术的联袂突破】3D喷墨联袂微晶复合技术的产品,将翡翠色
纯,纹细,质密,光透的品相特点推崇到极致;
1. [Perfect combination of 3D ink jet with microcrystalline technology] The products
based on the Perfect combination of 3D ink jet with microcrystalline technology give full scope to the pure green jade, delicate grain and dense texture and the transparent quality and the highly honorable extremity.
2. 【生命之色的应用,给予心灵的抚慰】最经典的绿色认知生命的色彩,让心灵经此
留年得到最大的平衡和放松,宜室宜家;
2. [Application of life color to pacify the mind] The most classic green to recognize the life
and render the mind eternally relax and balanced to the maximum and everything is comfortable at home.
3. 【品相的承接,品质的超越】青出于蓝而胜于蓝,马可波罗微晶翡翠玉石有着天然
翡翠一脉相传的通透,华美,但是在品质上却更显超越。质地均匀、密度大、硬度高、抗压、抗弯、耐冲击等性能均优于天然翡翠,经久耐磨,不易受损,更没有天然翡翠中常见的细碎裂纹。
3. [Superior Quality and Excellent Products] The new coming from the old is better than the
old. Marco Microcrystalline Jade enjoys the transparency of the natural jadeite with elegance, and even superiority in quality. The even quality and huge density coupled with Anti-Pressure, bending resistance and shockproof, etc., as it is superior to the natural green jade and durable for wearing and not easily damaged, let alone the cracking commonly seen in the natural jadeite.
六、翠玉石Dermatoid
VI. Dermatoid
? 创意源及故事:
? Creation Source and Story
【翠玉石】以其鲜艳欲滴的色泽和数量稀少而成名于世,从黄绿,鲜绿到墨绿,各 种绿色相互交织,绚丽多变。因为这种宝石具有可与钻石媲美的金刚光泽,闪烁异 常,令人叹为观止。优质的翠玉石可与祖母绿不分伯仲。人们通常用翠玉石铺镶底 座作为戒指和胸针陪衬。
[Dermatoid]It is famous in the world for is freshness in color and the rarity in quantity, mainly in olivine, bright green and green black, all greens are brilliantly interwoven. This kind of precious stone is endowed with the adamantine luster that can be well matched with diamond, shockingly radiating the extraordinary glinting. The excellent Alexandrite stone can not be easily differentiated from emerald. People usually use jadeite as the inlaid base to cushion the ring and brooch for a perfect combination.
? 广告语:
? Slogan:
1. 聚山水之灵韵,成砖石之大美;
1. Integrating the Aura from water in a large collection of excellent tiles; ? 卖点提炼:
? Selling highlight:
1. 【3D喷墨,细节一览无余】立体3D技术,将翠玉石本身丝状晶体去芜存菁地保留
在砖体表明,让产品形神兼备。细节的完美呈现,传递给您奢华极致的空间畅享;
1.[3D ink jet to fully demonstrate all details] 3D technology inlay the trichite of jadeite into
the tile by removing the impurities so that the products is highly imbued with all excellence and magnificence with the perfect details to bring the luxury into the space;
2. 【钻石光华,熠熠生辉】通过钻石级打磨技术的严苛精修,使得马可波罗翠玉石系
列保留了原石最耀眼的光泽和亮度,璀璨光华,徐徐生姿;
2. [Brilliant diamond with splendid elegance]The product goes through the rigorous
refining of the diamond grinding technology, so Marco Polo Dermatoid series retains the most brilliant luster and brightness of the original stone with the gleaming resplendence;
3. 【玉出名门,引领风潮】马可波罗翠玉石以俄罗斯乌拉尔山脉珍稀原石为开发题
材,通过成熟精湛的工艺锤炼:多次超平淋釉,全新全抛镜面处理,超纳米防污技术等,使得系列产品在耐磨、光泽、吸水、防污等各性能方面独占鳌头,成为行业品质标杆。
3. [Jade in a class of itself will lead the trend] Marco Polo Dermatoid is based on the
rare original stone from Ural Mountains in Russia as the major material which is manufactured into the product with the sophisticated processing technology by applying the super-plain waterfall glaze for the brand-new polishing mirror processing with the Ultra-nano antifouling technology, etc., so that the series of products can excel other identical products in terms of wear resistance, luster, water absorption and antifouling and other properties, so it has become the quality pacesetter.
配件【香水百合】
Accessories [Casablanca lily]
卡萨布兰卡,百合中的一种,又称香水百合,它是一种充满回忆的花,花语是淡薄 的永恒,伟大的爱。
Casablanca, one of lilies, is also called Casablanca lily which is a flower reminiscent of a
good memory. Its flower is the faint eternality and the great love.
七、庞贝石 Pompeii
VII. Pompeii
创意源及故事:
? Creation Source and Story
【庞贝石】庞贝,位于意大利南部那不勒斯附近,是亚平宁半岛西南角坎佩尼亚地区 一座历史悠久的古城,1900多年前它是世界上最美丽繁华的城市之一。公元79年毁于 维苏威火山大爆发。但由于被火山灰掩埋,街道房屋保存比较完整,从1748年起考古 发掘持续至今,为人类了解古罗马社会生活和文化艺术提供了重要资料。 如今的庞贝 古城已被联合国教科文组织定为世界文化和自然遗产,游客们称这里是―天然的历史博 物馆‖,每天它吸引着数以万计的来自世界各地的游人们来这里驻足参观。
[Pompeii] Pompeii is located somewhere next to Naples in the south of Italy as an area in
Campania region at the southwest corner of Apennine Peninsula. It is an ancient city with a long history. More than 1900 years ago, it was one of the most beautiful and busiest
cities in the world. In 79 AD it was destroyed in the Vesuvius eruption. However, it was buried in the volcanic ash but the houses and streets were reserved in the comparatively complete conditions. From the 1748 Archaeological excavation until today, it has provided the important materials for humans to understand the Roman social life and the cultural art. Today’s Pompeii has been identified by UNESCO as the world cultural and natural heritage and tourists called it as ―the natural historical museum‖, so it can attract thousands upon thousands of tourists from every corner of the world each day for a sightseeing or travel.
广告语:
Slogan:
1. 欧式生活,高贵典雅;
1. European Lifestyle, Classic Elegance;
? 卖点提炼:
? Selling highlight:
1. 【纹理细密,复古演绎】晶润而又凹凸起伏的砖面,是仿古和全抛技术的跨界之
作,质地细腻,晶石还原,将欧式古典的应用引入到一个新的范畴;
1. [Densely distributed texture for Retro interpretation] crystal-moistening and concave-
convex tile represents the trans-boundary products of Retro interpretation and full-polishing technology. Delicate texture and cyanite restoration facilitates to apply the European classic into a new category.
2. 【真石品格,粗放大气】立体3D喷墨技术记录原石表明矿物颗粒及纹理组织的点
滴变化,再现原生态的石材风貌,粗犷豪迈,气宇不凡;
2. [Real stone with rough flavor] 3D ink jet technology records mineral particles on the real
stone and the detailed changes of the textural organs to represent the ecological stone flavors with rough elegance and magnificence.
3. 【原矿取材,品质上乘】该系列以意大利优质进口大理石为开发题材,通过成熟精
湛的工艺锤炼:全新立体抛釉处理,超纳米防污技术等,使得系列产品在耐磨、光泽、吸水、防污等各性能方面独占鳌头,成为行业品质标杆。
3. [derived from the original mine with superior quality] This series is based on the Italy-
imported marble as the R&D material, delicately manufactured with the sophisticated processing and with the brand-new 3D polishing coupled with the Ultra-nano antifouling technology, etc., so that the series of products can excel other identical products in terms of wear resistance, luster, water absorption and antifouling and other properties, so it has become the quality pacesetter.
【庞贝石配件】
[Pompeii Accessories]
复古贵气的古罗马卷草纹饰,用生动的线条传递丰富的情感,带给人们关于鲜花,
绿叶,波浪等积极愉悦的无限联想;
Retro-elegant ancient Roman Rolled Grass ornaments to vividly outline the abundant
emotions and set us thinking of the flowers, green leaves, waves and positive pleasures, etc.
八、玄武石 BASALT
VIII. BASALT
? 创意源及故事:
? Creation Source and Story
【玄武石】属基性火山岩。是地球洋壳和月球月海的最主要组成物质,也是地球陆壳和月球月陆的重要组成物质。位于北爱尔兰贝尔法斯特西北约80公里处大西洋海岸的巨人之路,由数万根大小均匀的玄武岩石柱聚集成一条绵延数千米的堤道,它们以井然有序、美轮美奂的造型,磅礴的气势令人叹为观止,被视为世界自然奇迹。
[BASALT] it comes under the category of basic volcanic rock which is the most important substances of the shell of Earth Ocean and the moon sea as well the substances of the earth land shell and the moon land. Giants Causeway is located at approximately northwesterly 80 kilometers away from Belfast Northern Ireland, where there is a causeway extending as far as several thousand meters long with thousands upon thousands of even Basalt pillars, laid out in an orderly way and in the picturesque patterns to offer us a shocking attraction as it is highly reputed as one of the natural world wonders.
1. 简约时尚,传承经典:
1. Simplistic fashion to carry forward the classic quality:
1. 【真石质感,表里如一】通过斑点坯体及釉面渗透等多种工艺全面打造真石的结构
肌理和细腻触感,让石材自然多变的细密颗粒由里而外的呈现出来;
1. [Real stone texture with the totally authentic quality] the spot tile body penetrated with
multi-processing to create the real stone structural texture and delicate touch to internally and externally present the subtle particle with the natural changes.
2. 【深沉坚毅,浑厚大气】多彩颗粒结合产品本身的沉稳色调,尽显原生态石材尊贵
大气的天然气质;
2. [Profound fortitude with robust elegance] Colorful particles highly combined with the
profound tone to fully exhibit the natural flavor and elegance of the ecological stone.
九、雨花石 RAINFLOWER STONE
IX. RAINFLOWER STONE
? 创意源及故事:
? Creation Source and Story
【雨花石】五彩缤纷,晶莹圆润的雨花石是一种花玛瑙,所以又称为雨花玛瑙石。我国最早介绍矿产的书《云林石谱》(宋、杜绾著)记载:―六合县水中或沙土
中出玛瑙石,颇细碎,有绝大而纯白者,五色,纹如刷丝,甚温润莹澈。"雨花石以它的七彩斑斓、晶莹剔透、绚丽多姿名闻遐迩。被世人称之为―天赐国宝"
[RAINFLOWER STONE]It is colorful and variegated as the moistening rain-flower stone is an Agate, also the rain-flower Agate. ―Yunlin Stone Collection‖(by Du Guan, in Song Dynasty), the earliest book in China focusing on the introduction of minerals, goes like this, ―Agate could be found in water or sand in Liuhe County, highly featured with delicate particles. The largest one is in pure white mixed with other colors with silk-like grains, so moistening and crystal-clear‖. RAINFLOWER STONE is in colorful layout and in crystal-clear pattern with elegance and reputable magnificence, thus being highly reputed as ―Godsend State Treasure‖.
广告语:
Slogan:
晶莹圆润,沐浴大自然的绚丽
Moistening and crystal-clear, highlighting the natural elegance
? 卖点提炼:
? Selling highlight:
1. 【3D喷墨,细节一览无余】立体3D技术,将雨花石质美、纹美、色美、、意境
美的―四美‖质感形神兼备的逐一刻画;
1.[ 3D ink jet, exhibiting all detailed elegance] 3D ink jet technology gives a full-range
vivid presentation of the quality beauty, textural beauty, color beauty and contextual beauty of the rain-flower stone.
2. 【水玉光华,熠熠生辉】通过打磨技术的严苛精修,使得马可波罗雨花石系列保留
了水玉般剔透华美的质感,;
2. [Talasite lustrous elegance] Rigorous refining and grinding technology retains Marco
Polo RAINFLOWER STONE Series the quality and texture of Talasite transparency and elegance
3. 【系出名门,引领时尚】马可波罗雨花石以珍稀原石为开发题材,通过成熟精湛
的工艺锤炼:多次超平淋釉,全新全抛镜面处理,超纳米防污技术等,使得系列产品在耐磨、光泽、吸水、防污等各性能方面独占鳌头,成为行业品质标杆。
3.[Noble family –prevailing popularity] Marco Polo RAINFLOWER STONE gives the full
scope to the R&D theme with the rare stone material, delicately processed with the sophisticated technology by applying the super-plain waterfall glaze for the brand-new polishing mirror processing with the Ultra-nano antifouling technology, etc., so that the series of products can excel other identical products in terms of wear resistance, luster, water absorption and antifouling and other properties, so it has become the quality pacesetter.
十、1295 S系列 S———Sevilla
X. 1295 S: S———Sevilla
? 创意源及故事:
? Creation Source and Story
【1295 S】塞维利亚系列:西班牙最美的广场就在Sevilla——塞维利亚,
它是1929年为在此召开的伊比利亚美洲世界博览会而建造的,并成功地代表了西班牙 新文艺复兴的建筑风格。广场由由一栋呈半弧形的红砖建筑环绕,以五十八幅镶嵌彩 瓷壁画描述西班牙各城市万种风情。
[1295 S] S———Sevilla: The most beautiful plaza in Spain is located in Sevilla.
It was built in 1929 for Iberian American world expo, typically exhibiting the architectural
style of the neo-Renaissance of Spain. The plaza is surrounded by a bracket-shaped red-brick building, artistically decorated with 58 colorful ceramic murals to describe the various customs and flavors of all major cities in Spain.
广告语:
Slogan:
1.1295·S系列——领略红色的西班牙风情
1.1295·S- presenting a glimpse of the red Spanish style.
? 卖点提炼:
? Selling highlight
1. 【3D喷墨,色彩明媚】丰富饱满的色调结合3D立体喷墨技术,使得西班牙―红色‖
风情跃然于砖上,纯粹热烈;
1. [3D ink jet with brilliant colors] Fully-bodied color tone highly combined with 3D ink jet
technology artistically imprinting the Spanish ―Red‖ flavor onto the tile with the pure fervency;
2. 【独具匠心的手工模具】手工模具的设计错落有致,横竖交叠,粗细有序,极力刻
画了西班牙广场红砖排布的原味风貌;
2. [Hand-made mold with ingenious workmanship] Hand-made mold is designed with
disorderly pattern with the vertical and horizontal overlapping layout, rough but orderly to strongly present the authenticity and flavor of the Spanish Square Red Tile layout.
3. 【品质卓越,防滑耐磨】砖体表面特殊的立体构造及进口耐磨釉,大大提高了防滑
能力和耐磨系数,动静皆宜;
3. [Supreme quality with a portfolio of anti-wear and anti-slip functions]The 3-dimensional structure and imported Wear-resisting glaze to greatly enhance the Anti-skid ability and wearing coefficient for a dynamic and static combination.
十一、1295 P 红堡系列 P——PALACE
XI. 1295 P: P——PALACE
? 创意源及故事:
? Creation Source and Story
【1295P系列】阿尔汉布拉宫(Alhambra Palace),西班牙的著名故宫,因阿宫主要 是红砖制成,阿拉伯语意为―红堡‖。阿宫是摩尔人留存在西班牙所有古迹中的精华, 有―宫殿之城‖和―世界奇迹‖之称。
[1295 P Series] Alhambra Palace, the famous palace of Spain, has gained such a reputable
name ―Red Castle‖ in Arabic as it is mainly built of red brick. Alhambra Palace is the essence out of all Spanish relics preserved by the Moors, thus highly reputed as ―the City of Palaces‖ and ―A World Wonder‖.
广告语:
Slogan:
1295·P系列:古典浪漫的空间带给您最尊贵的享受;
1295·P Series: The noblest enjoyment brought to you by the classic and romantic space. ? 卖点提炼:
? Selling highlight:
1. 【深度复古,鲜艳绚丽】将复古之风发挥到极致,夺目的色泽更是经历重重仿古工
艺的历练方能尽情展示;
1. [Profound retro with brilliance and luxuriance] To bring the retro style into the full play,
the dazzling brightness facilitate the fully presentation of the dexterity of the retro processing.
2. 【层次起伏,过渡自然】手工模具雕琢的起伏变化伴随着砖面云彩晕染的色彩过
渡,在纹理与颜色巧妙融合的同时瞬间转换了时空,将地中海的休闲生活跃然于砖面之上。
2. [Fluctuating tiers with transitional beauty] The fluctuating hand-made mold carving
transforms itself to the glazed and tinted colors to present the transitional space highly combined with the texture and colors and vividly imprint the leisure life onto the tiles.
3. 【品质卓越,防滑耐磨】砖体表面特殊的立体颗粒及进口耐磨釉,大大提高了防滑
能力和耐磨系数,动静皆宜;
3. [Supreme quality with anti-wear and anti-slip functions]The 3-dimensional structure and imported Wear-resisting glaze to greatly enhance the Anti-skid ability and wearing coefficient for a dynamic and static combination.
十二、抛晶砖
XII. Polishing Tile
创意源及故事:
? Creation Source and Story
位于阿联酋的皇宫酒店,是世界上唯一的八星级酒店,该酒店被认为"是为国王而建的"。这座典型的阿拉伯皇宫式建筑从远像一个从沙漠拔地而起的巨大城堡;从近看,您会发现这个满是用黄金,白银,水晶和稀有大理石堆叠成的宏伟宫殿处处充满着浓郁的阿拉伯风情:富饶、奢华、神秘。处处彰显的独特尊贵让这座酒店成为了神话中才有的―黄金宫‖。
Emirates Palace in United Arab Emirates is a 8-star hotel in the world, also called ―a hotel built by the king‖. This typical Arab palace building is just a huge castle standing erect on the desert when seen from a long distance; Viewed at a closer distance, you will find that it is a building of the Arabic flavors in the majestic palace decorated with gold, silver, crystal and rare marble: plentitude, luxury and mystery. The unique elegance highlights the hotel just like a ―Gold Palace‖ in the fairy tales.
①【玉晶石】
①Jade spar
? 卖点提炼:
? Selling highlight:
1. 【云彩纹理,如梦似幻】仿古砖经典的云彩工艺所带来的色彩深浅过渡,给瓷砖注
入了自然随意;
1. [Dreamy Cloud Texture] the archaized classic tile adopts the dark-light transition cloud
processing to imbue the ceramic tile with the natural artistic conception.
2. 【金属闪点,熠熠生辉】高温金属颗粒闪烁其中,同随机分布的镀金(银)效果一
起,交相辉映,尽显富丽高雅;
2. [Metal sparkling and elegance] High-temperature metal particles with sparkling gleam
and the random-scattered gold-plating (silver) effect to brilliantly set against the luxuriant elegance.
②【玉香石】
②[FRAGRANT CRYSTAL]
? 卖点提炼:
? Selling Highlight:
1. 【云彩纹理,如梦似幻】仿古砖经典的云彩工艺所带来的色彩深浅过渡,隐约其间
的花卉图案,给瓷砖注入了浪漫和温馨的元素;
1. [Dreamy Cloud Texture] The archaized classic tile adopts the dark-light transition cloud
processing to implicitly display the flowery pattern to incorporate the romance and warmth elements into the ceramic tiles.
2. 【梦幻釉层,细腻柔滑】全新的哑抛与镀金工艺完美结合,带给瓷砖柔滑细腻,亦
如婴儿肌肤般的触感。
2. [Dreamy glaze with delicate smoothness] The full-new Mute-light polishing is highly
combined with the Plating process to highlight the softness and delicacy of ceramic tiles just like the touch of the skin of a baby.
【玉香石配件】
[Fragrant Crystal accessories]
瓷砖纹理精致细腻,花色取浓郁的欧/法式墙纸花卉,每一片都散发着浓厚的自然气 息,令观赏者有身临其境,重返自然地享受;
The ceramic tile is featured with the delicate texture with the profound European/French
wallpaper flowers, radiating the natural flavor with the cute flavor to bring the authenticity to all viewers just like the true natural scene.
③【玉贝石】Shell Crystal
③Shell Crystal
卖点提炼:
Selling Highlight:
1. 【贝彩光晕,逐波流淌】3D立体喷墨,将天然贝壳在阳光下反射的渐变彩晕一圈圈
镀印砖体上,在幽静的空间,闪烁别样的美丽;
1. [Shell halation and wavelike stream] 3D ink jet imprint the gradually changing color halo
reflected from the sunshine against the natural shells onto the plated tile with the gleaming beauty in the quite space.
2. 【金属闪点,熠熠生辉】高温银线闪烁其中,同随机分布的镀金(银)效果一起,
交相辉映,尽显极致奢华;
2. [Metal sparkling and elegance] High-temperature metal particles with sparkling gleam
and the random-scattered gold-plating (silver) effect to brilliantly set against the luxuriant elegance.
④【玉星石】Star Crystal
④Star Crystal
? 卖点提炼:
? Selling highlight:
1. 【似水宁静,美轮美奂】3D立体喷墨,犹如细碎的钻石一颗颗镶嵌在浩瀚星空,静
谧中独享浪漫气息;
1. [Water-like peace with thrilling beauty] 3D ink jet presents the vast starry sky inlaid
with delicate diamonds coupled with the romantic flavor in the unique peace. .
2. 【金属闪点,熠熠生辉】星罗棋布的进口高温金属颗粒闪烁其间,同随机分布的镀
金(银)效果一起,交相辉映,尽显富丽高雅;
2. [Metal sparkling and elegance] High-temperature metal particles with sparkling gleam
and the random-scattered gold-plating (silver) effect to brilliantly set against the luxuriant collection of glittering fragrance and elegance.
广告语:
Slogan:
1. 顶级奢华,触手可得;
1. Top luxury and everything is in full command
十三、古典玉CLASSICAL JADE
XIII. CLASSICAL JADE
创意源及故事
? Creation Source and Story
【古典玉石】仿佛是从幻化的宇宙中得到的灵感,天地之气的慧通神韵滋养了这样一 款玛瑙。由褐色的焦、浓、重、淡、清产生丰富的变化,由线条的交、缠、回、旋、环演变繁密的起伏形成独到的艺术效果。别有一番韵味。
[Classic jade] It is kind of an inspiration derived from the illusory universe just like an agate nurtured with all aura and nutrition in the universe. The plentiful brown changes from burning, profundity, solidness, lightness and freshness and the unique art effect highlighting the interwoven, tangled, circled and looped lines with the flavor in a class of itself. It is so special.
广告语:
Slogan:
1. 自然瑰宝,天赋灵韵;
1. Natural treasure and gifted aura
卖点提炼:
Selling highlight:
1. 【3D喷墨,内有乾坤】看似无序的图案经3D立体喷墨技术的处理,不同的两片拼
接,自然契合成一幅意境飘渺的泼墨山水画,倍添室内的文艺气息和灵动之美;
1. [3D inkjet, inner essence] it looks as if being processed with 3D ink jet technology with
two separate tile well patched to naturally present the illusory mountain and water painting to add luster to the cultural flavor and attractive aura.
2. 【系出名门,引领风潮】马可波罗古典玉石通过成熟精湛的工艺锤炼:质地均
匀、密度大、硬度高、抗压、抗弯、耐冲击等性能均优于天然石材,经久耐磨,不易受损,更没有天然宝石中常见的细碎裂纹。
2. [Noble family –prevailing popularity] Marco Polo CLASSICAL JADE gives the full
scope to the R&D theme with the rare stone material, delicately processed with the sophisticated technology so that the series of products can excel other natural stones in terms of steady quality, large density, higher hardness, anti-pressure, bending resistance and shockproofness and other properties, so it is during for wear and not easily damaged and totally free from the commonly seen subtle cracks.
十四、深、浅啡网 Emperador
XIV. Emperador
创意源及故事
? Creation Source and Story
【深浅啡网】大理石中的特级品,源于西班牙马德里大理石产区。西班牙得天独厚的地理优势孕育了优质的啡网臻品。石材因深棕或浅棕的色调同或曲或直,或粗或细,或疏或密的金色网状花纹镶嵌而得名。其稳重高贵的色彩和粗中有细的纹理深受消费者青睐;
[Emperador] Special grade marble originating from the marble mining area in Madrid, Spain. The favorable geographical location of Spain nurtures the excellent Emperador. The stone materials are highly famed for the dark brown or light brown tone and curved and straight or rough and thin, or scanty and dense golden reticular Mosaic pattern. Its steady and noble color tone and the rough-fine texture allure the customers with strong attraction. 广告语:
Slogan:
1.石中臻品,经典传承;
1. Top-notch stone with classic flavor;
卖点提炼:
Selling highlight:
1. 【色彩庄重,迷离深邃】3D喷墨技术呈现鲜明的网状效果,深浅对比,立体感极
强。纹理深邃迷离,变幻莫测,质感极强,诠释庄重沉稳的霸气。
1. [Majestic color and profound imagination] 3D ink jet technology demonstrates the
bright reticulation in contrast of the darkness and lightness with the strong all-dimensionality. The profound and illusory texture and the high quality to interpret the dominating solemnity.
2. 【材质细腻,性能卓越】马可波罗啡网以其细腻的纹理,柔和的色调,坚硬的质
地和良好的防污性能等诸多传统石材不可比拟的优势,引领新的消费潮流;
2. [Delicate texture and quality with superb excellence] Marco Polo Emperador is highly
featured with delicate texture and soft color tone. The hardness and excellent antifouling property and other advantages totally beyond the reach of traditional stone materials, thus holding sway in the consumption trend.
十五、黄木砂岩
XV. Yellow wood sandstone
创意源及故事
? Creation Source and Story
【黄木砂岩】澳大利亚著名城市——悉尼,有许多用金色砂岩兴建的悠久建筑物。一
百多年来这些壮阔的文物历经风雨的洗礼依然保持其赤黄闪烁的色彩。作为澳大利亚原产砂岩中的翘楚,金色的木纹砂岩以其外观壮美大气,颜色亮丽,品质坚韧等 诸多特点备受世界各地人民的钦慕和喜爱。流畅多变的线条为砂岩增加了柔美,颗粒
分明的砂砾为柔滑的肌理书写了雄壮;
[Yellow wood sandstone] Sydney, a famous city of Australia, has many golden sandstone
buildings with a long history. For more than 100 years, these magnificent cultural relics have weathered the baptism of wind and rain but maintain the helvolusly glittering color. It is the dominating original sandstone from Australia, and the golden wood grain sandstone is highly featured with the brilliance and magnificence and brightness in color and the fortitude in quality, etc.. It finds the immediately favor with people in every corner of the world for so many of its features. Smooth and changeable lines render the sandstone more soft and attractive with the bright particles so that the texture is highly imbued with softness and smoothness coupled with the majesty.
广告语:
Slogan:
1.金色成就的尊贵;
1. Golden elegance and supremacy
卖点提炼:
Selling highlight:
1.【颗砾质感,视觉冲击】鲜艳的金黄色通过3D喷墨技术的立体演绎,将线条分明粗
细有度的复合肌理覆盖在在光华璀璨的釉层下,产生了对比强烈的视觉冲击;
1. [particle-dazzling quality with strong visual impact]The fresh golden yellow produces
the comparatively stronger visual impact with the brightly rough and fine lines covering the brilliant and magnificent glazing coat based on the all-dimensional interpretation of the 3D ink jet technology;
2. 【比例修长,延绵铺展】精心设计的画面比例,不管是整砖还是切割加工后的产品,在横向上都有很好的延伸,如同宽阔的轴卷在眼前徐徐展开;
2. [Large proportion and elegant extension] The well-designed picture proportion facilitate
either the entire tile or the cut and processed products to horizontally extend as if the wide shaft roll slowly extends as expected.
3. 【系出名门,引领风潮】马可波罗黄木砂岩系列通过成熟精湛的工艺锤炼:多次
超平淋釉,全新全抛镜面处理,超纳米防污技术等,使得系列产品在耐磨、光泽、吸水、防污等各性能方面独占鳌头,成为行业品质标杆。
3. [Noble family –prevailing popularity] Marco Polo Yellow wood sandstone gives the full
scope to the R&D theme with the rare stone material, delicately processed with the sophisticated technology by applying the super-plain waterfall glaze for the brand-new polishing mirror processing with the Ultra-nano antifouling technology, etc., so that the series of products can excel other identical products in terms of wear resistance, luster, water absorption and antifouling and other properties, so it has become the quality pacesetter.
十六、至尊瓷钻 800X1600全抛釉
XVI. Supreme Ceramic Diamond 800X1600 Full-polishing Glaze
A.卡拉卡塔(Carrara)
A. Carrara
B. 古典玉石(CLASSICAL JADE)
B. CLASSICAL JADE
C.奥啡金沙(Pallisandro Classico)
C. Pallisandro Classico
D.灰木纹石(FRENCH Serpenggiante)
D. FRENCH Serpenggiante
卖点提炼:
Selling Highlight:
1. 【经典题材,臻品之作】所有产品都是从众多题材中千挑万选的精品之作,均反映
了目前石材市场最前沿的流行趋势,值得您用心品鉴。
1. [Classic theme and top-notch masterpiece]All products are delicately chosen ones out of
the various themes to reflect the prevailing forward-looking trend of the current stone market, so it is worthy of being carefully gauged and reviewed.
2. 【系出名门,旗舰标杆】最大规格的全抛釉产品,在保证平整度的同时,一如既
往地继承了传统规格产品质地均匀、密度大、硬度高、抗压、抗弯、耐冲击等优点,树立了品牌的旗舰形象和行业的标杆;
2. [Noble family –flagship pacesetter] the full-range polishing products of the largest
specifications guarantee the constant evenness, strong density, hardness, anti- compression, anti-bending and impact resistance and other advantages of the traditional product to set the flagship image and industrial pacesetter of the brand.
广告语
Slogan:
1. 瓷中钻石,至尊天成;
1. Ceramic diamond with supremacy and excellence;
十七、柘木Z石代,时尚木STYLE(石代和STYLE的读音呼应)
XVII. Cudrania tricuspidata Z Stone, Fashion STYLE (Pronunciation echo for Stone and STYLE )
【概念解读】柘(zhè),落叶灌木或乔木,木材质坚而致密,是贵重的木料;由《周礼·考工记》我们可以追溯出―柘‖的前世是用于制作弯弓的首选优质干材;而柘的今生,却是要好好细味品读的。一―木‖,一‖石‖即为―柘‖,‖木‖依石而生凸显顽强卓绝,―石‖蕴含木的纹理吐纳曲直。有别于传统意义的―柘‖木,马可波罗柘木,是木+石的新石尚,一切内容和形式上和木有关的木或石都是我们寻觅探究的范畴。因此,发现―木‖、―石‖之间的渊源仅是一个蛰伏的过程,而迎接这个机遇最好的馈赠就是马可波罗―Z(柘木)‖石代的劲爆来袭,不得不说马可波罗Z石代已强势登陆;
【Concept interpretation】Cudrania tricuspidata is actually a sheepberry or arbor, highly featured with the solid and densely-structured wood as the previous wood material.
According to ―Rites of Zhou-Khao Kung Chi‖, we can trace ―Zhe‖ back to the ancient times when it was used for curved objects with the excellent quality; today Cudrania tricuspidata should be well interpreted: the Chinese character for ―Zhe‖ is composed of ―Mu‖and ―Shi‖, so the former highlights the outstanding excellence while the latter is highly imbued with the well-structured texture as it is totally different to the traditional meaning of ―Zhe‖. Marco Polo Cudrania tricuspidata represents the new fashion model of ―Mu‖ + ―Shi‖, so everything in contents and forms are the very things worthy of our exploration and discussion. Therefore, we can find that the very sources of ―Mu‖ and ―Shi’ is just a changing process. Now we can usher in the best gift, which is Marco Polo ―Z‖ with the energetic impact, let alone the powerful debut of Marco Polo’s Z stone times.
【产品范畴】E石代,地理石
[Product Category] E Stone and Geographical Stone
①.哑光釉面砖产品:
① mute-light glazed tile products
600X900木纹:巴西橡木,南美柚木,维京船木;
600X900 Wood Grain: Brazil oak, JATOBA and Viking boat wood
150X600木纹(红橡木,玫瑰木,德州木,樱桃木还有一个产品没出来)
150X600 Wood Grain(Red Oak, Rosewood, Texas Cedarwood and cherry wood, and one
more product is yet to be available)
创意源及故事:
? Creation Source and Story
―资源‖、―污染‖、―温室效应‖已最为关注的三大问题。 ―森林资源‖因为人类活动的过度干预,成为最重要的受害者;日趋减少的森林面积和野生动植物,让我们醍醐灌顶:以―瓷‖木代替―实‖木是行业大势所趋,也是陶瓷人为人类进步做出的积极努力。
―Resources‖, ―Pollution‖ and ―Greenhouse effect‖ have become the three major issues. ―Forest resources‖ have become the most important victim due to the excessive intervention of the human activities. The ever-decreasing forest area and the wildlife animals and plants, which has brought it home to us: It is the prevailing industrial trend with ―ceramic‖ wood in place of ―solid‖ wood and also the positive efforts made by the people in the ceramics industry for the human progress.
巴西橡木:CZ9962/CZ9964/CZ9966/CZ9968
Brazil oak: CZ9962/CZ9964/CZ9966/CZ9968
南美柚木:CZ9952/CZ9953/CZ9956/CZ9958
JATOBA: CZ9952/CZ9953/CZ9956/CZ9958
罗马船木:CZ9840
Roman boat wood: CZ9840
150X600木纹:
150X600 wood grain:
FP6010胡桃木/FP6011红橡木/FP6012玫瑰木/FP6013樱桃木/FP6016德州木 FP6010
广告语:
Slogan:
畅享绿色生活
Enjoy green life
? 卖点提炼:
? Selling Highlight:
【喷墨、细腻、纯手工】纯手工雕琢的山形木纹理与自然清新的色泽完美的邂逅与融合,呈现出饱满且极富层次的质感,在刚柔并济之间展现出一场灵动的家居盛典。
[Ink jet, Delicacy and pure hand-made] Casual encountering and integration of the pure hand-carved Yamagata wood texture and the naturally fresh luster combination to highlight the full-bodied and multi-tiered texture, thus presenting a dynamic home collection of the firmness and flexibility.
【时尚、前卫、百变组合】依附实木的原生态纹理,但在颜色的选择上更亲近时尚和白领人士的喜爱,或清新,或艳丽,或明快,或深邃,将自然界木纹没有的色彩在瓷木产品上创新演绎。并且可以根据消费者不同的喜好和需要随意切割,自由组合。
[Fashion, forward-looking and changeable portfolio] Eco-texture clung to the solid wood, yet the color selection is more inclined toward the preference of the fashion-lovers and white-collars as they are fresh, bright, lively lucid and deep in color to creatively incorporate the colors of the natural wood grains into the ceramic wood products so that they are easier for customers to willingly cut off at random according to their various tastes and demands for the free assembly.
【自然、环保、原生态】以―瓷木‖代替―实木‖,绿色环保,避免了森林过渡砍伐,从生态环境上给予了人性的关爱。
[Natural, environment-friendly and ecological] ―Ceramic Wood‖ outshines ―solid wood‖ as it is green and environment-friendly, favorable to protect the forest from being excessively cut, leaving more human care from the perspective of the ecological environment.
【防水、防霉、易打理】源于木材而优于木材的理化性能更防水耐磨,易于打理,经久耐用,实用美观,是居家最为理想的建筑饰材。
[Waterproof, mould-proof and easy for handling] Products with the physical and chemical
properties due to the timber but superior to timber, highly waterproof, wear resistant and easy for handling and durable for use, practically attractive as the most ideal building materials for decorating the home.
Walnut /FP6011 Red Oak /FP6012 Rosewood /FP6013Cherry wood/FP6016Texas Cedarwood
②.全抛釉地理石产品:
②Full-polishing Geographical Stone Products
A.灰木纹石French Serpenggiante
A. French Serpenggiante
创意源及故事
? Creation Source and Story
【灰木纹石】在法国东南部境内的阿尔卑斯山区,蕴藏着各种品质的大理石,尤以灰色木纹大理石为最杰出的代表。其纹理线条蜿蜒延展,亦如涓涓细流缓慢流淌,独留一份清丽高雅;
[French Serpenggiante] Coming from the Alps within the southeast territory of France, where
all excellent marble is produced, particularly the most outstanding grey wood grain marble with the winding extension of the texture just like the gurgling flow together with the elegance and freshness.
广告语:
Slogan:
1.木纹石的典雅之作;
1. Classic Wood Grain Stone
? 卖点提炼:
? Selling highlight:
1. 【3D喷墨,庄重雅致】素净高雅的颜色,结合3D立体喷墨技术,将空间的纯美之
感得到了立刻的提升;
1. [3D ink jet solemn elegance] Simply pure elegant color highly combined with 3D ink jet
technology to immediately enhance the beauty of the space.
2. 【系出名门,引领风潮】马可波罗灰木纹石通过成熟精湛的工艺锤炼:多次超平
淋釉,全新全抛镜面处理,超纳米防污技术等,使得系列产品在耐磨、光泽、吸水、防污等各性能方面独占鳌头,成为行业品质标杆。
3. [Noble family –prevailing popularity] Marco Polo French Serpenggiante gives the full
scope to the R&D theme with the rare stone material, delicately processed with the sophisticated technology by applying the super-plain waterfall glaze for the brand-new polishing mirror processing with the Ultra-nano antifouling technology, etc., so that the series of products can excel other identical products in terms of wear resistance, luster, water absorption and antifouling and other properties, so it has become the quality pacesetter.
B.晶线木纹 Wood Crystal
B. Wood Crystal
创意源及故事
? Creation Source and Story
【晶线木纹】深浅相间的线条,不经之处的细微起伏,囊括一切的明亮颜色是近几年各个行业大力推崇的木纹―纹‖艺复兴。琉璃般的质感加上明媚夺目的色彩,让人赏心悦目;
[Wood Crystal] Deep and light lines unknowingly changing with refined waves, presenting all-inclusive bright colors and gaining the rejuvenation of the wood grain highly touted and promoted in all industries. The colored glaze quality coupled with the brightly dazzling color give us the delight and satisfaction.
广告语:
Slogan:
追求绿色时尚,拥抱绿色生活;
Aspiring after the green fashion and embracing the green life
卖点提炼:
Selling Highlight:
1. 【时尚木纹,臻选之作】明艳活泼的色泽,疏密有序的木纹排布,结合3D立体喷
墨技术,活力中不失沉稳,很好的提升室内色彩,倍添摩登气息;
1. [A perfect product with fashionable wood grain] Bright and lively colors and the wood
grain is scantily and densely laid out, highly combined with 3D ink jet technology to add vitality into the steadiness to well enhance the indoor colors and increase the modern flavor.
2. 【全抛工艺,绿色时尚】全抛木纹,摆脱了以往哑光木纹的光感局限,原相呈现晶
线木特有的高雅光泽,在环保的同时亦更时尚前卫;
2. [Full-polishing technology and green trend] Full-polishing wood grain to cast away the
limited luster of the mute-light grain to present the specific elegant luster of the original wood and fashionable forward-looking and environment-friendly.
3. 【系出名门,引领风潮】马可波罗晶线木纹以巴西原木为开发题材,通过成熟精
湛的工艺锤炼:多次超平淋釉,全新全抛镜面处理,超纳米防污技术等,使得系列产品在耐磨、光泽、吸水、防污等各性能方面独占鳌头,成为行业品质标杆。
3. [Noble family –prevailing popularity] Marco Polo Wood Crystal gives the full scope to
the R&D theme with the rare stone material, delicately processed with the sophisticated technology by applying the super-plain waterfall glaze for the brand-new polishing mirror processing with the Ultra-nano antifouling technology, etc., so that the series of products can excel other identical products in terms of wear resistance, luster, water absorption and antifouling and other properties, so it has become the quality pacesetter.
晶线木纹配件【花开富贵】
Wood Crystal Accessories [Good Luck Blossom]
该系列图案设计取材于牡丹,象征着―圆满、富贵、吉祥、幸福‖,工艺上取雍正时期宫廷陶瓷装饰技法珐琅彩与描金装饰,色彩高贵艳丽,搭配珍珠色精致枝蔓更显华丽与高贵。
This series design pattern is based on peony, which symbolizes ―satisfaction, wealth, luck and happiness‖, added with color enamels and gold-traced decorations of the imperial palace
ceramic decoration technique used in Yongzheng Period to present the elegant brightness and collocate the pearl color delicacy which highlights the elegance and nobility.
十八、其它:
XVIII. Others
1.古船木(命名维京船木)
1. Ancient boat wood (named as Viking boat wood)
2.350X750洛可可黄山石瓷片(命名枫丹白露)
2.350X750 Rococo Yellow Stone Ceramic Tile (named as ―Fontainebleau‖)
3.350X750马可木纹瓷片(命名水木年华)
3.350X750 Marco Polo Wood Grain Ceramic Tile (Named as ―Forever Young‖)
4.200X500高光瓷片(命名清新)
4.200X500 High finish ceramic tiles (named as ―Freshness‖)
5.316X450洛可可瓷片金粉世家(命名白金汉宫)
5.316X450 Rococo ceramic tile RADIANCE (named as ―Buckingham Palace‖)
6.316X450洛可可瓷片靓影(荷塘月色)
6.316X450 Rococo ceramic tile spotlight (Lotus Pool by Moonlight)
7.300X600哑光瓷片(紫蔷薇)
7.300X600 mute-light ceramic tile (Purple Rose)
8.微晶石新配件
8. New accessories for microlite
【金枝玉叶】
[Descendants of royal family]
―金枝玉叶‖古时用来赞美皇族多子多孙,现被用来赞美出生高贵,金枝玉叶系列以玉 作叶,点金成枝,水晶玻璃下花朵缤纷绽放,高雅脱俗就是该系列的魅力所在。
“Descendants of royal family” was used in the ancient times to eulogize the happiness
brought by more offspring and now used to describe the valuable life. This series is mainly epitomized by the golden branches and jade-like leaves to add luster to the entire product to highlight the flowery excellence under the crystal glass and the elegance represents the very charm of this series.
【金地格林】
[Golden land Green]
四叶草被世人视为幸运的象征,代表着幸福,金地格林系列从法国顶级珠宝四叶草系
列汲取设计灵感,以金色的四叶草和珍珠色荷花做装饰,完美地诠释了幸运和高贵。
The four-leaf clover is regarded as the symbol of good luck, representing happiness. Golden
land Green series derives its inspiration from the top-grade four-leaf clover from France, decorated with the four-leaf clover and the pearl lotus flowers to perfectly interpret the happiness and elegance.
【流金】
[Golden Years]
有人说,几何与抽象的绘画风格最适合珠宝的创作,也许是因为宝石的各种切割本身
就是在追求完美的几何形状,流金系列就像是一副高山流水自然流动形成的抽象画,诉说着生命的张力。
Some say, the geometric and abstract painting style is most suitable for the creation of the
jewelry maybe it is because all cuts of precious stone is highlight emphasized in the perfect geometric shape, so ―Golden Years‖ series is just like an abstract painting formed from the natural flow from the high mountains to highlight the tension of the life
8,R系列仿古砖配件
8,R series archaized title accessories
【皇家花园】系列:
[Imperial Garden] Series
地毯是伊朗的国宝级骄傲,是伊朗波斯王国几千年民族艺术至尊体现。皇家园林系列
取其常见玫瑰、花卉表现题材为装饰,简约复古中渗透出欧式宫廷韵味,亮丽的色彩中蕴藏着质朴粗狂的线条,仿若画中花朵跃出了亚麻画布,重获新生,华丽又不失质朴。
Carpet is the pride of the national treasure of Iran and also epitomizes the national art and
imperial supremacy of the Persian kingdom of Iran for the past several thousand years. Imperial Garden Series derives the rose and flowers as the expressive theme for artistic decoration; the simplistic retro is penetrated with the European imperial palace charm highly imbued with the simplistic and rough lines with the bright colors as if the flower buds in the painting are vibrant with the new life on the Linen Canvas with the unadorned elegance.
范文五:微信减肥产品推广文案
微信减肥产品推广文案
微信推广策划书
XXXXXXXXX
微信推广策划方案
1.1 微信营销定位
XXXXX作为一个纯天然农产品品牌,秉承将更多原生态产品带入大都市、为品质之城贡献绵薄之力的理念,微信无疑是山妞连接大都市消费者的最佳桥梁。山妞的微信营销公众号定位于纯天然果蔬专家,为大都市消费者提供果蔬百科知识服务和纯天然果蔬产品的健康生活小顾问。
微信3亿用户量中白领与商务人士占比近半,因而公众号的目标粉丝群体锁定在追求高品质生活的白领人士和中高端收入的商务人士,以女性为主。通过每天推送果蔬养生百科知识、健康农家菜介绍、果蔬美容养颜知识来吸引粉丝持续关注。同时根据在推送的内容中添加产品销售链接进行销售,例如在介绍水果小黄瓜的文章中添加上淘宝网店的销售链接,引导粉丝进入淘宝网店下订单购买产品。
公众号采用自媒体与电商相结合的运营模式。在传播品牌的同时建立消费者圈子,提高消费者对高山有机果蔬的认可度,以口碑带动微信电商新渠道的拓展。从而达到既卖得出产品,客户关系又较为稳固的效果。
1.2 微信营销效益
通过建立一对多的公众账号,XXXXX就相当于拥有了一个能够直接传播信息到消费者身上,且不受外界干扰、成本较为低廉的媒体平台。XXXXX与消费者之间的沟通将更加便捷,不存在任何障碍,对于客户关系维护和及时获知客户反馈信息的作用不言而喻。当今营销卖产品就是卖服务,微信能够让XXXXX与消费者之间建立信任基础,促发重复性消费和对品牌的高度忠诚。微信将为XXXXX在移动互联网时代构建一条潜力无限的电子商务销售渠道。
1.3 微信营销预算
XXXXX的微信营销预算分为两个部分。第一部分是微信公众平台的日常维护,包括内容的发布、客户消息的处理和管理。第二部分是微信公众账号的推广。第一部分为固定预算,主要为公众账号日常运营所支付的人力成本,以每月人民币 元计算。第二部分预算为推广成本,根据投入周期的多少和时间长短计算,一般情况下时间均按月计算,例如下表的五周期预算统计。
1
1.4 微信营销内容策划
根据XXXXX的产品分类将每天推送给消费者的信息划分为果蔬美容、健康农家菜、果蔬养身三个部分。每条图文内容均包括封面图片、自定义标题、文章插图、购买链接。购买链接可选设置为淘宝网店、腾讯拍拍网店(未来微信官方整合腾讯财付通可实现一站式在线支付)、XXXXX官方独立网店(需申请链接白名单)。
单条图文信息由产品介绍、营养功效、烹饪小贴士三块构成,文内插入产品实物图、烹饪效果图、生产基地介绍图等。每周可选插推一条产地文化的信息,节假日插推销售XXXXX百蔬菇酱、养生礼盒产品的信息。
1.5 微信营销具体实施方法 1.5.1 开通微信公众账号
提前抢注“XXXXX”专属微信账号,设置账号信息及logo头像。设置被添加自动回复、消息自动回复、关键词自动回复,若有需要可选绑定公众号手机助手。粉丝达到500之后申请认证,以提高公信力。
1.5.2 添加客户分组,例如分为新客户、老客户、星标组、未分组,后期根据需求可自定义添加客户分组。
2
1.5.3 素材管理,策划编辑单条图文和多条图文信息作为群发的素材,素材来源于XXXXX
官方网站或者通过其它方式采编。
1.5.4 群发消息,每天群发三条图文信息,根据果蔬美容、健康农家菜、果蔬养身三个分类各推送一条,每条信息中附加一个产品销售链接。可选客户分组进行推送,例如针对新客户的新品特惠活动和针对老客户的感恩回馈活动,进而选
3
择推送不同内容。此外,可采用的推送诉求点有专题推送、互动推送。
1.5.5 实时消息,每天针对粉丝的提问、反馈信息进行回复处理。
1.5.6 XXXXX线上推广方式:设计制作二维码图片、微信公众号宣传图片,放置在公司官网,以供访客扫描关注。同时通过多渠道的广告投放引入目标粉丝。例如微博转发推广、开心网推广、白领社区论坛推广等,整合全网资源是线上推广的基本思路,将二维码和公众号发布在所能接触到目标粉丝群体的网络平台。 XXXXX微博推广内容范例(含二维码):每天吃的水果蔬菜中有没有农药残留,你知道吗,纯天然有机水果蔬菜能够美容养颜吃出好身材,你知道吗,再也不必翻山越岭到乡下,新鲜有机农家菜送到家,你知道吗,想知道更多果蔬美容、
4
篇二:某某 公司微信营销策划方案
XXXXXXX
微信营销策划方案
XXXX公司
2014年XX月XX 日
目 录
一、南通房产中介市场竞争现状 ............................ ,
二、微信营销简介 ....................................... ,
(一)微信营销目的 ................................... ,
(二)企业微信营销可行性分析 ......................... ,
三、微信营销模式 ....................................... ,
(一)草根广告式——查看附近的人 ..................... ,
(二)品牌活动式——漂流瓶 ........................... ,
(三)O2O折扣式——扫一扫 ........................... ,
(四)互动营销式——微信公众平台 ..................... ,
四、微信营销前期推广 ........................
........... ,
(一)目标要求 ....................................... ,
(二)活动准备 ....................................... ,
(三)活动细节 ....................................... ,
(四)奖品设置 ....................................... ,
(五)活动预算 ....................................... ,
(六)时间设置 ....................................... ,
五、营销后期执行 ....................................... ,
(一)线上微活动 ..................................... ,
(二)线下微活动 ..................................... ,
六、微信营销预算 ....................................... ,
(一)微信公众平台的日常维护 ......................... ,
(二)微信公众账号的推广 ............................. ,
一、南通房产中介市场竞争现状
南通目前市场上大大小小的房产中介200多家,营业执照、资质证书“两证”齐全的房地产中介机构有133家。
据了解,不少没有房地产中介资质证书的中介机构无序进入,造成南通房地产中介市场鱼龙混杂。不法中介通过发布虚假信息骗取定金,签订虚假合同骗取差价、“一房几嫁”等手段欺骗消费者,影响了房地产市场秩序,也成为市民的投诉热点。业内人士纷纷表示,无资质经营是造成房地产中介市场混乱的主要原因。2013年6月17日,南通市房管局出台了《关于进一步规范房地产经纪企业经纪行为的若干规定》,给房产中介套上了“笼头”。主要规定了“三个必须”、“四个不得”,即签订居间合同必须统一使用由市房管局印制的规范居间合同文本,且一律不允许代房屋产权人订立居间合同;房地产经纪企业的分支机构也必须申领资质证书,从而将分支机构纳入有效监管范围;房地产经纪企业的从业人员进行房地产经纪活动时,必须向委托人出示《房地产经纪执业资格证书》。同时,房地产经纪企业及其从业人员不得超越资质核定的范围从事经纪业务,不得利用职业便利从事房屋转让活动,不得转借资质证书供他人谋取利益,不得转借资格证书及允许他人以自己的名义从事房地产经纪活动。南通爱心房产公司有关负责人表示,《规定》的出台并不会对正常经营造成不便,相反市场的规范运营,恰恰维护了正规经纪企业和购房者的合法权益。
企业自身介绍,以及与同行比较优劣势,转而谈微信营销的重要性
二、微信营销简介
(一)微信营销目的
1、开拓市场宣传新渠道,拓展客户开发,塑造企业品牌形象。
2、增强与关注客户群的互动,进一步发展潜在客户。
(二)企业微信营销可行性分析
1、年龄分析
微信受众人群年龄多数在 18-45岁范围内,多为年轻人、白领阶层、高端商务人士,时尚的 iphone、Android、Symbian、Windows Phone、BlackBerry 等系统智能手机族。
2、习惯分析(您经常使用微信吗,)
大部分人习惯使用微信,并且有30.75%的人经常使用微信,这表明使用微信作为宣传手段,潜在接受人群数量十分可观。
3、市场规模
用微信的用户主要集中在安卓系统和苹果系统,都属于智能系统,中国智能手机用户数将超过 9.3 亿,智能手机普及率超过 35%,年增长率为 8% 。智能手机呈现猛烈增长趋势,中国城市居民的智能手机普及率已达 35%,从操作系统来看, 2011 年 10 月,中国智能手机市场上,Android 系统智能手机市场据有率超过 30%以上,较 9 月再度增长 1.1%。也就是说安卓用户是 9 亿* 30%=2.7 亿用户。安卓手机和苹果手机加起来的用户接近8亿用户,而微信目前已经突破6亿用户,将来会有上涨上升空间的巨大潜力,市场前景非常乐观~
三、微信营销模式
自2011年微信上线,直至现在微信的用户已高达6亿。而微信营销也形成了一股风潮,众多商家无一不把眼睛瞄准这个快速发展的新应用。势不可挡的微信营销,主要有以下四种模式:
(一)草根广告式——查看附近的人
产品描述:微信中基于LBS的功能插件“查看附近的人”便可以使更多陌生人看到这种强制性广告。
功能模式:用户点击“查看附近的人”后,可以根据自己的地理位置查找到周围的微信用户。在这些附近的微信用户中,除了显示用户姓名等基本信息外,还会显示用户签名档的内容。所以用户可以利用这个免费的广告位为自己的产品打广告。
营销方式:营销人员在人流最旺盛的地方后台24小时运行微信,如果“查看附近的人”使用者足够多,这个广告效果也会不错。随着微信用户数量的上升,可能这个简单的签名栏会也许变成移动的“黄金广告位”。
(二)品牌活动式——漂流瓶
产品描述:移植到微信上后,漂流瓶的功能基本保留了原始简单易上手的风格。
功能模式:漂流瓶有两个简单功能:”扔一个”,用户可以选择发布语音或者文字然后投入大海中,如果有其他用户“捞”到则可以展开对话;“捡一个”,“捞”大海中无数个用户投放的漂流瓶,“捞”到后也可以和对方展开对话,但每个用户每天只有20次机会。
营销方式:微信官方可以对漂流瓶的参数进行更改,使得合作商家推广的活动在某一时间段内抛出的“漂流瓶”数量大增,普通用户“捞”到的频率也会增加。加上“漂流瓶”模式本身可以发送不同的文字内容甚至语音小游戏等,如果营销得当,也能产生不错的营销效果。而这种语音的模式,也让用户觉得更加真实。但是如果只是纯粹的广告语,是会引起用户反感的。
(三)O2O折扣式——扫一扫
产品描述:二维码发展至今其商业用途越来越多,所以微信也就顺应潮流结合O2O展开商业活动。
功能模式:将二维码图案置于取景框内,微信会帮你找到好友企业的二维码,
篇三:微信广告文案
微信广告文案
一、 简介
产品介绍
微信是腾讯公司于2011年初推出的一款快速发送语音短信、视频、图片和文微信是腾讯公司推出的一个为智能手机提供即时通讯服务的免费应用程序。微信支持跨通信运营商、跨操作系统平台快速发送语音短信、视频、图片和文字,支持多人群聊的手机聊天软件。
市场环境分析
米聊是国内上线最早的类KIK应用软件,但“米聊”问世后的
十几天,有着“中国最大的虚拟运营商”之称的腾讯,上线了类似产品微信。2011年国内互联网发展可谓如火如荼,QQ、MSN、谷歌Gtalk,米聊、盛大KIKI、微信以及运营商的类似产品都再发力。 产品定位
微信的定位人群是年轻人、白领阶层、高端商务人士、时尚的iphone族。
二、 广告文案创作
广告构思
当今社会的年轻人都觉得自己孤独孤单,总是每个人都对着自己的手机跟每一个新认识的人闲聊着感慨着结交着各样的朋友,每个人都希望自己的圈子变得更大不再孤单?????? 信息时代人们随时需要用信息用网络来寻找你所需要的??????
镜头一:一块广告栏上贴着各种信息,工作、出租房屋、装修公司、休闲娱乐等????
镜头二:以为待业的青年,以为要租房的白领,以为找装修公司的中年男人,一位四处看美女的年轻小伙????在广告栏前你争我抢的看着他们所需要的信息。
镜头三:一位时尚的美女拿着手机路过,瞟一眼拥挤的人们,随口说了一句:“还在这看什么啊,微信上啥都有~”
镜头四:到处看美女的小伙注意到了这位美女,隐约听到了他的话,于是追上前问:“美女,你刚才说什么,”美女大声回答说:“找房子找工作找装修,找帅哥找美女交朋友,上微信
啊~”
镜头五:瞬间广告栏前的人们纷纷掏出手机下载微信,发布自己想要找的信息到状态上,只听微信来消息的声音此起彼伏,广告栏前的人们高兴的欢呼:“我找到了~找到了~”
镜头五:年轻小伙看着微信功能上的“附近的人”激动地说:“原来我附近这么多美女啊~我在摇一摇,看看谁和我有缘~”
镜头六:大家开心的拿着手机离开了广告牌。屏幕上出现一行字:找房子找工作找装修,找帅哥找美女交朋友,上微信!
广告语:找房子找工作找装修,找帅哥找美女交朋友,上微信!
主题:微信,帮你寻找到你想要的。
三、 广告文化策略
文化环境构成
中国传统文化是比较内敛,陌生人之间不会一见面就自来熟,那么微信就给陌生人之间搭建了一个共同的桥梁。现代人喜欢用手机短信、qq、微博、等沟通,见了面话却少了,微信功能查找附近的人,生活环境相同交集就多,共同语言也多了,那么见了面就不会没话说。
对公众行为影响
微信对现在的年轻人影响力很大,每个人打开手机都会挂上微信,走到哪搜一下附近人,和附近的人组团玩,拼房合租,搜寻需要的信息,微信对于大众生活影响很大。
对消费者激化
在追求时尚的年青一代中,你有我就得有的思想在青年一代的脑袋里扎了根,这样微信在qq上显示了微信在线的图标就像显示iphone在线一样时尚,
四、 广告的心理策略
广告策划与认知过程
这则广告通过人们纷纷说微信上啥都使大众人群对微信有了认知,通过青年小伙的功能操作进一步让人们认识了微信的更多功能。
广告设计与公众需求心理
在信息时代人们希望通过各种渠道各种信息得到自己想要得到的,那么这则广告通过人们在公告栏前迫切的得到信息然后一位美女却用微信方便快捷的找到她所需要的,正符合公众对信息的方便、快捷的需求。也符合青年男女交友的需求。