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1、林旭峰策略概念：达成目标的最好方法。商场如战场：（营销战，传播战）ª战场＝消费者脑中的品牌认知图ª竞争者＝敌人、攻守双方ª战果＝Billing/TopofmindStrategicThinking…→AThinkingProcessToWin赢的积极思考方式What’stheProblem?Client’sNeeds/TAneedsObjective/MarketAnalysisCompetitors/BrandA-BBudgetLimit/TimeLimitProblemVsSolution;DirectorOfBoardVsTaxiDiver漏
2、斗型思考模式HowToSolveTheProblem?CoreConceptStrategy/StatementCreativeConceptExecution/Mechanics/TimetableBudgeting/Rationale/WhyEvaluation：toEastfortheneijiang-KunminghighwaybridgeacrosstheRiver,mamingCreekBridge,pondbridge,bridge,rongzhoubridge,andSouthBridge.Therearetwobridgesacr
3、osstheminjiangRiver:minjiangRiverBridgeonneikunhighwaybridge.Inner-citytransportation:ShuNanroad,binjiangroad,NorthRoad,theminjiangRiver,theYangtzeRiverRoad,lingang形成广告运动的策略性思考结构广告策6略即广告运动的中心思想克敌制胜的谋略3PRMediaAdvDMOOHSPBTLConsumerAnalysisCompetitorAnalysisNeeds71TA42Perceptionh
4、abitsObjective＆strategyBrand58Evaluation4PAnalysisCore/creativeconceptBrandA/BAnalysis/pricing/WhereToBuyIt/TradeHistory/Needs/ProblemsTADefineTheTarget/HowTheyPerceiveTheBrandWhatTheyWhatTheyNeed/A＆UStudyWhatAttractsThem/MediaContactHabitCompetitorAnalysisPositioningMap/Media
5、SpendingMarcomStrategy/Concept/AdvAppealObjective＆StrategyObjectiveFromAToBMeasurable/specificProblemSolvingOriented(TA/Resailor)Strategy/PositioningCommunicationHowToSolveProblemsCore/creativeConceptWhatToSay/ConceptStatementKeyMessage/KeyVisualExecutionGuidelineMedia/AdvPR.D
6、M/OOHSPBTLHowTosaytoEastfortheneijiang-KunminghighwaybridgeacrosstheRiver,mamingCreekBridge,pondbridge,bridge,rongzhoubridge,andSouthBridge.TherearetwobridgesacrosstheminjiangRiver:minjiangRiverBridgeonneikunhighwaybridge.Inner-citytransportation:ShuNanroad,binjiangroad,NorthR
7、oad,theminjiangRiver,theYangtzeRiverRoad,lingangSpecificStrategySpecificEffectivenessExecutionplanMechanics/TimetableBudgetAllocationWhoIsResponsibleEvaluationExpectingResults/MeetTheobjectiveOverAllRationale总结：策略性思考能力＝解决问题的能力谁能持续帮客户解决问题谁就能长期拥有客户2001年6月记录整理toEastfortheneijiang
8、-KunminghighwaybridgeacrosstheRiver,mamingCreekBridge,pondbri
