市場營銷外文翻譯--- 美特斯邦威品牌營銷之道

1、<p>　　美特斯邦威品牌營銷之道</p><p>　　長生劍、孔雀翎、碧玉刀、多情環(huán)、離別鉤、霸王槍、拳頭，7種非一般江湖武器，件件富含深意，個個精妙絕倫。當(dāng)這七件武器交匯在一起的時候，一幅幅神出鬼沒、奇崛詭異的悲歡離合“畫卷”陡然而生。事實上，這7種武器能夠立足武俠江湖，在于它們往往會得到一種有效的承載體，出色的聚集它們散發(fā)的能量，畢其功于一役，使這些能量在恰當(dāng)?shù)臅r候出現(xiàn)在恰當(dāng)位置。現(xiàn)實中，商海江湖

2、同樣如此，當(dāng)這七種武器令消費者倍感神奇刺激、虛無縹緲的時刻，那肯定它們遇到了一個成熟的承載體——廣告。廣告本身就是一種武器，如果再承載上這神奇的七種武器的時候，那此江湖頓時就非彼江湖了。品牌知名度、銷售業(yè)績、受眾口碑、顧客回頭率??各種效應(yīng)統(tǒng)統(tǒng)盡收眼底。而擅長運用這種混合武器的，往往非操作成熟、規(guī)范和頗具人緣的江湖魁首不可，比如美特斯邦威集團就是如此。</p><p>　　長生劍—品牌定位的魅力</p>

3、;<p>　　廣告訴求應(yīng)當(dāng)根據(jù)產(chǎn)品在市場中的定位確定目標(biāo)。選擇恰當(dāng)?shù)膹V告目標(biāo)是一個企業(yè)制定銷售業(yè)績戰(zhàn)略的基礎(chǔ)，是廣告運動獲得成功的關(guān)鍵。而現(xiàn)在的時代，是個性化消費的時代，一個有特色的品牌所傳遞的個性，已逐漸成為消費者選擇它的核心因素。在個性化生活突出的服裝行業(yè)，表現(xiàn)尤為如此。消費者選擇服裝其實就是選擇一種生活主張、生活態(tài)度，展現(xiàn)一種自我的個性。</p><p>　　美特斯邦威服飾的主力消費對象為年齡

4、18􀀀28歲間的年輕一族：他們活力四射、個性張揚、渴望真實自我、證明自己，不愿隨波逐流，并愿為此敢于付出與實踐，他們希望美特斯邦威能給他們傳遞一種他們認可的、不同尋常的，能證實自我的生活主張、生活態(tài)度，展現(xiàn)他們獨特個性。同時，在休閑服設(shè)計、用料嚴(yán)重同質(zhì)化的時代，品牌個性更顯重要，品牌形象所傳遞的品牌個性成為“時尚”的關(guān)鍵因素。所以，美特斯邦威便緊密圍繞品牌的定位、價值與個性，通過產(chǎn)品設(shè)計、產(chǎn)品陳列、店鋪設(shè)計、廣告投放、

5、簽約代言和各類營銷活動，借助目標(biāo)消費群體所關(guān)注的國內(nèi)外各類公眾、時尚事件，進行高頻率、多層次的整合營銷活動，不斷提升自身的品牌和產(chǎn)品形象。以此，美特斯邦威抓住這個普遍心理矛盾，把自己適時塑造成一個“不走尋常路”的品牌形象。從郭富城到周杰倫，從張韶涵到米勒，每個代言人，都是引領(lǐng)年輕活力的典范。</p><p>　　周杰倫外表很酷，不善言談卻充滿個性，但內(nèi)心卻很細膩，擅長用音樂傳遞感情。這正是年輕一代酷辣印象的絕佳體

6、現(xiàn)；張韶涵圓眼小臉，如鄰家女孩般可愛；潘瑋柏街頭味十足，是年輕人模仿的榜樣；全新“ME&CITY”溫特沃斯·米勒，更是棱角分明、陽剛氣十足??這些代言人個性和號召力與品牌內(nèi)涵的完美結(jié)合，使這個中檔價位的休閑服飾品牌一舉擊敗了市場上其他同類型品牌，擁有了可觀的市場占有率。根據(jù)Euromonitor的統(tǒng)計，早在2006年美特斯邦威品牌在國內(nèi)休閑服零售業(yè)的占有率，就已是國內(nèi)市場主要休閑服品牌中的榜首了。在我國，休閑服零售的國

7、內(nèi)與國際品牌眾多，市場格局分散，其中以美特斯邦威、佐丹奴、班尼路、真維斯、以純和森馬為代表的主要休閑服品牌合計占有休閑服零售市場份額的半壁江山。除此，Levi’s、Lee、tam、Jack & Jones、Only、 Vero Moda、ZARA、H&M、UNIQLO等也是業(yè)內(nèi)的主要競爭品牌。</p><p>　　一個準(zhǔn)確有效的定位能使產(chǎn)品快捷、長久地進駐消費者心靈，使傳播效率提高。對本產(chǎn)品和競爭

8、產(chǎn)品進行深入分析，以產(chǎn)品物質(zhì)屬性和非物質(zhì)屬性的特點，尋找消費者心理空隙；對消費者的需求進行準(zhǔn)確判斷，以產(chǎn)品與眾不同的優(yōu)勢建立與此相聯(lián)系的、在消費者心理空隙的獨特地位，并將它們傳達給目標(biāo)消費者。這個動態(tài)過程旨在確立產(chǎn)品在消費者心目中與眾不同的地位的信息。</p><p>　　2、孔雀翎—鮮明的廣告主題</p><p>　　沒有鮮明的品牌語言，其競爭力也是蒼白的。主題語是廣告的眼睛，它的“帶電

9、量”決定消費者是否能把這件商品研究下去。因為，主題語包含的功效利益點及價值感決定了商品的被關(guān)注程度。比如耐克——1988年推出代表耐克品牌核心形象的經(jīng)典口號“JUST DO IT”，一舉奠定耐克體育用品第一品牌地位。雖然在上世紀(jì)90年代中期，耐克采用“I CAN”新口號，但耐克并未想用它來代替“JUST DO IT”這一永恒口號。因為，正是這一廣告語，使得耐克以潛伏的精神力量鼓舞和激勵人們的運動內(nèi)在美。相比耐克，美特斯邦威“不走尋常路”

10、也有著異曲同工之妙，時尚、自然、格調(diào)，每個人都有自己的舞臺。不過于直白、大眾化、缺乏力度，幾乎無個性可言的新形象，與其他休閑服品牌相比，美特斯邦威顯然有自己鮮明的個性。</p><p>　　永恒的主題、能夠有效延續(xù)原有品牌的核心形象。豐富的表現(xiàn)方式、與眾不同的鮮明色彩，這對美特斯邦威深化市場、開拓銷售市場、品牌的持續(xù)將更為有利。</p><p>　　3、碧玉刀—產(chǎn)品的主題賣點</p&

11、gt;<p>　　有了充足電量的主題標(biāo)語以后，就要提煉產(chǎn)品或項目的核心賣點。產(chǎn)品日趨同質(zhì)化，概念被模仿的今天，提煉一個好賣點在招商廣告中起舉足輕重的作用。提煉的賣點一定是要能夠讓經(jīng)銷商眼睛一亮，引爆市場的，絕不是讓商家視覺疲勞的賣點。因為在電視臺、雜志、報紙、網(wǎng)站等專業(yè)媒體中的廣告如此表達。美特斯邦威為自己生產(chǎn)的服裝提煉的核心賣點：時尚、個性、自然，就是成功的，它能夠讓商家們感受到經(jīng)營的市場前景，而不是虛無縹緲的很俗氣的賣

12、點。</p><p>　　產(chǎn)品核心賣點可以從產(chǎn)品層面、產(chǎn)品機理、社會觀念等不同的角度去挖掘、提煉。時尚、個性、自然的賣點，令美特斯邦威在休閑服飾業(yè)內(nèi)獨樹一幟。 　</p><p>　　4、多情環(huán)—客觀實在的修飾</p><p>　　無論是專業(yè)的直營店，還是加盟店，都會看到琳瑯滿目的商品，在店面的每個位置都擺放錯落有致、別具一格，給消費者賞心悅目的感覺。傳統(tǒng)服飾銷售擺

13、放，有一個共同的弊病，那就是單調(diào)、沒有格調(diào)，容易使消費者“審美疲勞”。對陳列的主體內(nèi)容，一定要本著客觀實在的態(tài)度去描述，而不能夸夸其談。長遠看，富有格調(diào)的陳列效果越好，銷售能力越強。因為，修飾是指通過講事實擺道理，旁征博引實際案例、市場現(xiàn)象、市場事件來表現(xiàn)產(chǎn)品的市場潛力和發(fā)展前景，這樣才會打動消費者們，才有可能與你共同開拓市場。</p><p>　　美特斯邦威通過對服飾消費群體的分析，把目光聚焦在時尚人群身上，并

14、順藤摸瓜把時尚潮流的裝修布置營造成花季夢幻的效果。無論任何店面，布置自然、專業(yè)、細致，為其銷售的成功注入了一支強心劑。</p><p>　　5、離別鉤—有的放矢的品牌形象策略</p><p>　　在營銷學(xué)上，有一個4C 理論。4C即顧客的欲望和需求、滿足欲望和需求的成本、消費者購買的便利性以及與消費者的溝通。美特斯邦威開設(shè)品牌形象店，正是對4C 理論的實踐。一般說來，銷售公司產(chǎn)品的主力某種

15、程度而言在于品牌形象店。所以，為了達到品牌和經(jīng)銷商琴瑟和弦的程度，美特斯邦威把先期開辦的品牌形象店辦成一個為公司培養(yǎng)一批得力的銷售骨干的“黃埔學(xué)?！保源藥椭?jīng)銷商做促銷，提高經(jīng)銷商銷售額的同時也提高美特斯邦威的銷售額。品牌形象店最實際的目的是準(zhǔn)確傳達產(chǎn)品可靠的賣點與商家能夠輕松、安全賺錢的理由和保證，然后吸引更多的消費者眼球。而美特斯邦威適時從消費者的需求出發(fā)，掌握經(jīng)銷商的心理，給他們提供宣傳資源、促銷手段、投資回報等真實可信的品牌服

16、務(wù)。</p><p>　　分析顧客結(jié)構(gòu)，巧妙選擇消費心理，由“零散批發(fā)”轉(zhuǎn)向品牌形象，這對美特斯邦威的銷售渠道而言是一件舉足輕重的大事。時刻從消費者的需求出發(fā)，也確實為其新市場的開發(fā)奠定了基礎(chǔ)。</p><p>　　6、霸王槍—震撼的創(chuàng)意感</p><p>　　一個沒有強大品牌創(chuàng)意感的公司，生命力往往是很脆弱的。美特斯邦威盡管現(xiàn)在算是“名聲在外”，但如果沒有強有力的

17、品牌創(chuàng)意，自身品牌或許會在激烈的市場中逐漸淡出。一個成功的廣告除了在內(nèi)容上要求有震撼性、吸引商家的眼球外，還需要獨到創(chuàng)意的平面設(shè)計。有的廣告，設(shè)計上花里胡哨，元素堆積太多，甚至有很多與廣告內(nèi)容一點關(guān)系都沒有的元素，讓人根本分不清主題是什么，甚至搞不清楚是什么產(chǎn)品，不知所云。美特斯邦威在這一點上的確有自己獨到的見解。周杰倫、張韶涵們，就是最好的說明。</p><p>　　廣告無論大小，創(chuàng)意是硬道理。一則制勝廣告絕不

18、是一個簡單的文案，而是需要嘔心瀝血地統(tǒng)籌策劃。它包含產(chǎn)品概念的提煉、視覺標(biāo)題的創(chuàng)意、形象的獨特設(shè)計、主體內(nèi)容的客觀描述以及精準(zhǔn)的計劃和執(zhí)行力。</p><p>　　7、拳頭—有效的情感營銷</p><p>　　一個產(chǎn)品可以同質(zhì)化，但策略必須差異化。和前面幾點所說的一致，消費者是最終的“決斷者”，產(chǎn)品口碑和業(yè)績的好壞，決定因素都在這里。所以，美特斯邦威把最重要的一種武器還是放到了顧客的消費心

19、理上。作為服裝產(chǎn)品，除了款式與價格因素外，情感因素便是促成消費者購買的一大動因。特別是時逢情人節(jié)、七夕節(jié)、生日、國慶長假等重要節(jié)日，美特斯邦威所有店面工作人員更是與顧客打得“火熱”，情如兄弟、愛如伙伴，無論是學(xué)生一族還是工薪階層，都“一視同仁”，在任何時候都將微笑用情感帶給消費者。</p><p>　　某種程度而言，情感營銷其實是很俗的銷售方法，美特斯邦威盡管也用此方法，但不同于其他競爭對手的是，它能舉一反三，使

20、每位顧客逐漸成為自己的朋友，從而強化了客戶忠誠度，并形成了良好的口碑效應(yīng)。</p><p><b>　　8、總結(jié)</b></p><p>　　持續(xù)的廣告創(chuàng)新與完善的市場營銷，積極有效的創(chuàng)新管理和以大規(guī)模分銷和鋪天蓋地的廣告來占領(lǐng)市場，然后再集中全力從你的競爭對手中搶奪市場份額。這是一個品牌生命力的“持續(xù)模式”。美特斯邦威正是憑借這樣的模式，為其贏得了市場和消費者，但更

21、重要的是它在變革中，逐漸掌握了廣告溝通藝術(shù)，形成自己獨特的廣告思想和策略，那就是必須致力于溝通，而不是銷售訴求。這一獨特的策略和做法，鞭策著美特斯邦威品牌在市場發(fā)展中不斷成功，迅速成長。</p><p>　　The Metersbonwe brands marketing of the Road</p><p>　　Longevity sword Queling jasper knife,

22、 sentimental ring, parting hook Overlord gun, fist, seven kinds of non-general arena weapons, each piece is rich in meaning, all of them exquisite. When the seven weapons confluence, an increase of shadowy, peculiar and

23、strange vicissitudes of life "picture" is born suddenly. In fact, the seven kinds of weapons based martial arts arena, is that they tend to be an effective carrier, excellent gather the energy they emit, at onc

24、e, so that these energies appear </p><p>　　1、A longevity sword - the charm of the brand positioning</p><p>　　Advertising appeals should be based on the positioning of products in the market to d

25、etermine the target. Select appropriate advertising goals is the basis of an enterprise to develop a sales strategy, advertising campaign, the key to success. The present era is the era of personalized consumption, a dis

26、tinctive brand personality passed, has gradually become a consumer choice, it is a core element. , Particularly in the life personalized apparel industry. The clothing of consumer choice, in fact</p><p>　　Me

27、tersbonwe Fashion is the main consumer object between the ages of 28 young people aged 18 􀀀: they are vibrant, indulgent desire for true self, to prove himself, unwilling to follow the crowd, and is willing to d

28、are to pay and practice, theyMetersbonwe to give them to convey which they recognized the unusual, and confirmation of self-life advocate, attitude to life and to show their unique personality. At the same time, in casua

29、l clothes design, material serious the era of homogenization, the </p><p>　　Jay cool appearance, not very talkative and full of personality, but the heart is very delicate, good passing feelings with music.

30、This is what the younger generation of cool spicy impression of the perfect embodiment; Angela round eyes and face, as cute as the girl next door; Pan street flavor, is the role models of young people; new "ME &

31、 CITY Wentworth Miller more angular, masculine full ? ? perfect combination of personality and appeal of the spokesperson and brand content, this mid-priced c</p><p>　　An accurate positioning enables the pro

32、duct fast, long stationed in the mind of consumers, making communication more efficient. In-depth analysis of the products and competing products, product material properties and characteristics of non-material propertie

33、s, to find the consumers of psychological gap; to accurately determine the needs of consumers, to establish product differentiation advantages associated with this, the unique position of the consumer psychology gap, and

34、 they convey to the t</p><p>　　2、Queling - distinctive advertising theme</p><p>　　Distinctive brand language, its competitiveness is pale. The theme of language is the eyes of the advertising, &

35、quot;with power" to determine a customer's Translating this product research continues. Because the theme of language contained in the efficacy of points of interest and sense of the value determines the degree

36、of concern of the commodity. Such as Nike - launched in 1988 on behalf of the Nike brand is the core image of the classic slogan "JUST DO IT" lay the Nike sporting goods brand positi</p><p>　　The e

37、ternal theme of effective continuation of the original core of the brand image. Performance, distinctive vibrant colors on Metersbonwe deepen the market and develop sales market, the brand continued to be more favorable.

38、</p><p>　　3、Jasper knife - the theme of a selling point</p><p>　　Have adequate power slogan, it is necessary to extract a core selling point of the product or project. Products has become increa

39、singly homogeneous, the concept of imitation, refining a good selling point plays a vital role in investment advertisements. The selling point of the extract must be to be able to let dealers eyes light up, off the marke

40、t, is not the selling point for businesses of visual fatigue. Advertising in television, magazines, newspapers, websites and other professional media s</p><p>　　Product core selling point from a different pe

41、rspective of the product level, the mechanism of social attitudes to mining, refining. Fashion, personality, a natural selling point, so that Metersbonwe is unique in the casual clothing industry</p><p>　　4、

42、Sentimental ring - the objective reality modified</p><p>　　Professional outlets, stores, will see a range of goods, are placed in each location of the store patchwork, unique, pleasant feeling to the consume

43、r. Sales display of traditional costumes, have a common ills, that is monotonous, there is no style, easy to enable consumers to fatigued ". Display the main content, must be real and objective attitude to describe,

44、 and not rhetoric. The long-term view, and style on display the better the ability to sell more. Modifications refers to the truth and fa</p><p>　　Metersbonwe clothing consumer groups are focusing on fashion

45、 crowd, and immediately instructed decorated in fashion to create a bloom dreamy effect. Any store, the layout of the natural, professional, detailed, and its sales success has injected a shot in the arm.</p><

46、p>　　5、Parting hook - targeted brand image strategy</p><p>　　In marketing, a 4C theory. 4C, namely the customer wants and needs, to meet the cost of the desires and needs, the convenience of consumers to b

47、uy, and communication with consumers. The Metersbonwe set up brand stores, is the practice of 4C theory. In general, the main sales company some extent, is the brand image of the store. Therefore, in order to achieve the

48、 degree of brand and distributor of band chords, Metersbonwe pre-start-up brand stores accomplishing the company to develop a number of </p><p>　　Analysis of customer structure, clever choice of consumer psy

49、chology, the shift from "fragmented wholesale brand image on the Metersbonwe sales channels is a pivotal event. Time starting from the needs of consumers, and indeed laid the foundation for its development of new ma

50、rkets.</p><p>　　6、Overlord gun - shocking sense of creative</p><p>　　A strong sense of brand creative company, vitality is often very fragile. Metersbonwe despite now being considered as the &qu

51、ot;reputation", but without a strong brand creativity, their own brand may gradually fade out in the fierce market. A successful advertising content, requires a shock, to attract the attention of businesses, but als

52、o requires a unique creative graphic design. Some advertising, design bells and whistles, the elements of the accumulation of too much, even elements with the advert</p><p>　　Advertising, regardless of their

53、 size, creativity is the clincher. A winning ad is not a simple copy, but worked hard to co-ordinate planning. It contains a refinement of product concepts, visual title of creativity, the unique design of the image, the

54、 main content of the objective description and precise planning and execution.</p><p>　　7、Fist - Effective emotional marketing</p><p>　　A product homogenization, but the strategy must be differe

55、ntiated. Consistent and in front of the points mentioned, the consumer is the final decision ", good or bad reputation and performance, the determining factor here. The Metersbonwe most important a weapon or put the

56、 customer's consumption psychologically. Apparel products, in addition to style and price factors, emotional factors is to promote consumers to buy a big move. Important festival comes just as the Valentine's Day

57、, the Tanabata </p><p>　　To some extent, the emotional marketing is actually a very popular sales method Metersbonwe Although this method is different from other competitors, but, yes, it can learn by analog

58、y, so that each customer is becoming their friends,thus reinforcing customer loyalty, and good word of mouth.</p><p><b>　　8、Summary</b></p><p>　　Sustained advertising innovation and

59、marketing, active and effective management of innovation and large-scale distribution and omnipresent advertising to capture the market, and then concentrate on grabbing market share from your competitors. This is a bran

60、d vitality of the "continuous mode". Metersbonwe precisely by virtue of such a model, has earned the market and consumers, but more importantly, it changes gradually mastered the art of advertising communicatio