单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,1,Communication Strategy for China Launch,Prepared for:,Prepared by:HuiCong International Advertising,2,Market Situation,Internet market has developed tremendously,and Internet users in China will double,Online stores,as a worldwide business,have a very bright future,8848 has gained some awareness among Internet users,most of whom have already been the pioneer online consumers,3,Strategy Development Process,Where are we?,Where we want to be?,How can we get there?,4,Market Situation,Internet users are somewhat restrained by offline shopping in terms of way and concept,Internet users dont trust online shopping for the immature consumption environment,online payment system,offline delivery system,Actual difficulties for on-line sales,5,Target.,Primary:Netizens,Secondary:the potential Netizens,Demographics:,Males,Aged from 16 to 35 who are mainly:,Students,White-collars,Persons concerned with Computer technology,Telecommunication persons,6,Target.,Psychographics,Affluent&Mobile life style,Working or living in internet environment,Easy to adapt the up-to-date international tendency,Some are westernized,seeking for quality life,7,Consumer U&A Towards e-Shopping.,Most of them have heard the e-shopping concept whereas very few ever tried.,Some have already known the e-shopping sites,such as ,Sohu&Netease,All of them believe the generic benefits of online shopping:,-Convenience/Fashion/Fun,/Value-for-money,-Key barriers:,8,Product Attributes,Ample products choices,9 varieties,Over 100 thousands of books,20 thousands of software,Flexible and safe online payment,17 payment choices,9,Product Attributes,Nationwide delivery system,441cities across China,Prices discount,For 95%of the products,50%discount at most,and 10%at least,Good after-sales service,Double guarantee from both the manufacturer and the online store,10,Benefits,To feel a contemporary online purchase way in internet environment,To enjoy an easy shopping for time-saving and adaptation of busy life,11,Personality,Professional,8848 is a professional online store which can provide overall online shopping services,Fashionable,8848 is a fashionable online store which deliver a modern life way,Lifelization,12,Where are we now?,Have captured the online business opportunity early this year.,Have gained a relatively better awareness and recognition among Internet users,Have a comparatively better online-sales condition,13,Where are we going?,To capture the future market to the most extent.,To motivate more Netizens to shop online,To further improve the brands awareness and preference,14,Marketing Objectives,To build a No.1 online shopping brand,To capture the potential B-to-C market as most as possible,To drive the present Netizens to shop online,15,Communication Objectives,To improve brand awareness and recognition,To motivate the Netizens to shop online,16,Brand Strategy,First Step:,To establish strong competitive edge,To position clearly and strengthen the brands recognition,Monopolize the concept of 8848-e-shopping,17,Brand Strategy,Second Step:,To motivate Internet users to shop online,To overcome Netizens psychological barriers over online shopping,18,Brand Strategy,To reinforce the advantages of in:,Ample products choices,9 sorts,Over 100 thousands of books,20 thousands of software,Flexible and safe online payment,17 payment choices,19,Brand Strategy,To reinforce the advantages of in:,Nationwide delivery system,441cities across China,Prices discount,For 95%of the products,50%discount at most,and 10%at least,Good after-sales service,Double guarantee from both the manufacturer and the online store,20,Brand Strategy,To motivate Netizens to shop online,Online promotion activities,21,ProductPrice.,The most important factor to motivate the Netizens to shop online,The more discount,the more shoppers,22,Productdelivery.,Really prompt and safe offline delivery is the competitive factor to make the shoppers satisfactory,Free delivery is also very important,23,ProductOnline Payment.,The safety to pay online is the main concern for Internet users here in China,The flexible availability to pay online shopping,24,ProductAfter-sales Guarantee,Manufacturers guarantee,Online stores responsibility for the shoppers,Double guarantee,25,CommunicationStrategy.,The key objective in advertising is to communicate that is a professional online store which can provide excellent online shopping services and it is a new life style for the online shoppers,26,CommunicationStrategy.,While there are brand attributes,online payment,offline delivery,double guarantees,ample products,attractive price.,27,CommunicationExecution.,To communicate the clear positioning of online store for ,To strengthen the dominant position in online sale field for ,To communicate the advantages in products,price,delivery,payment,To announce the promotion activities,To announce the names of exclusively promoted products,28,CommunicationExecution.,Take advice on the brand