Презентация проекта-победителя прошлого года, команды из Китая, часть 1

1. Name “爱养心”韩国医疗观光营销策划案
Team: M5
Members: 王怡文 王倩倩 李亚璐 林广泽 刘冰洁
Wang Yiwen Wang Qianqian Li Yalu Lin Guangze Liu Bingjie
Advisor: 康瑾 Kang Jin
E-mail: wangyiwen90@gmail.com
School: Communication University of China

3. Part
Analysis

4. Product Analysis
Consumer Analysis.
SWOT Analysis
Detailed Competition Analysis
Communication Strategy Analysis

5. NO

6. The Chinese
only notes
Let’s thinkmy consumer himself class.
That’s
Focus on theoutside the boxin the

7. I am a 32 years old manager
of a company working for all
Hello! I am Mr. Lee.
sorts of high forums and
summits in China.

8. Family Work

9. High Forum & Summit
Staff Welfare

10. Parents
Mr. Lee
Wife
Son

11. Boss CEO Father Mother
Co-worker Uncle Son Cousin
Client
Staff College Wife Friend
Staff Staff Nephew Aunt

12. Carry on work
innovatively
Keep and improve Mind his health and
social intercourse happiness
Mr. Lee
Provide satisfying
staff welfare

13. A typical Chinese adult with middle-income
Mr. Lee

14. Mr. Lee Mr. Lee Mr. Lee Mr. Lee Mr. Lee Mr. Lee
e Mr. Lee Mr. Lee Mr. Lee Lee Lee
Mr. Mr. Mr. Lee Mr. Lee
Mr. Lee Mr. Lee Mr. Lee Mr. Lee Mr. Lee Mr. Lee

15. How to satisfy their needs and make the situation
better?
The Answer

16. an Medical Tou

17. 精诚之心 康乐之心 厚贤之心 尚礼之心
Heart for good work Heart of health Heart for Elite Heart of Comity
The story about Mr. Lee is actually our insight of consumers to
Korean Medical Tourism
Companies, HR departments of Consumers who
as co-organizers, Individual companies and have strong
in charge of high consumer firms, for which needs for social
forums and demanding staff welfare is an intercourse,
summits nourishing of life. important part of especially by
job. presenting gifts.

18. Individual consumer Organization consumer
Individuals interested Young people who own Managers of Human High forum or
in cosmetology, a career and needs to Resources Department summit holders like
healthcare and tourism send presents and Administration media and culture
Department in inter- companies
medium enterprise
Characteri Care about beauty, Concerned with Work as the human Go for fresh things
stics and health and standard of interpersonal resource management especially in work,
habits living; spend much relationship, respect style established, hunt for new learning
expenses for the elders, affectionate, expect to inspire the activity pattern, keen
entertainment somehow romantic; staff and enhance the sense of fashion
purposes would like to pay for cohesiveness of the
experience service whole company
Occupatio Mainly the white-collar Mostly the middle class The middle or top class Forum or meeting
n and class, the middle class in enterprise and public in enterprise and public organizer or project
social in enterprise and institution institution leader, director in
public institution finance department
status
Main Magazines about life, Newspaper, the Trade journals, high- Professional journals,
media fashion or female Internet, mobile phone, end magazines, the newspaper, the
type in magazines, the outdoor media; ads Internet, outdoor Internet, broadcast
Internet, television; with emotional appeals media, broadcast and and so forth;
contact
fashion is the key and public relation so on; experience experience marketing
factor for attraction activities are effective marketing and and interpersonal
interpersonal communication can
communication matter work
much

19. Individual consumer Organization consumer
Individuals interested Young people who own Managers of Human High forum or
in cosmetology, a career and needs to Resources Department summit holders like
healthcare and send presents and Administration media and culture
tourism Department in inter- companies
medium enterprise
Direct Personal recuperation, Present for family Bulk buying as staff Purchase as the
objectives health care, skin care, members, friends, welfare or reward highlight section
of purchase plastic surgery, business partners or during forum or
sightseeing boss meeting
action
Deep Maintain health, Repay family members, Increase employees’ Express quality of
motivation beauty and consolidate career confidence and work and sincerity of
behind confidence, happy position, show ability gratefulness for activity organizer,
marriage and social with decent gifts company with gain fame for quality
consumptio
relationship, increase impressive gifts, a way service
n career to improve corporate
competitiveness image
Appeal 爱美之心 尚礼之心 厚贤之心 精诚之心
type Heart of Health Heart of Comity Heart for Elite Heart for good work

20. Part
Plan

21. Step 1. What
Target: The mass
?
Task: Make the new concept Korean Medical
Tourism heard and remembered
Keywords: Primacy Effect theory, the Agenda-
setting, constellation

22. Analysis for Step 1
Who knows about Medical Tourism?
? ? ? ? ?
China
A brand new concept
Few people know about it
Step 1.

23. We need to incept the Concept first!

24. Hear Remember

25. Good Topic
The mass
attention
How to light…
Agenda-setting!

26. Most effective and
?
Internet
economic medium
for agenda-setting
The mass
attention
?
Who are the main
Youngsters
part of Net-surfers
in China?
?
The very popular
Constellation
topic among
Chinese youngsters

27. 386,000 results
韩国医疗观光 Search
1,490,000 results
Korean Medical Tourism
100,000,000 results
星座 Search
Constellation 183,000,000 results

28. 386,000 results
韩国医疗观光 Search
1,490,000 results
Korean Medical Tourism
100,386,000 results
韩国医疗观光 Search
Korean Medical Tourism 184,490,000 results
100,000,000 results
星座 Search
Constellation 183,000,000 results

29. Combine 2,
we get more than 3!

30. Our idea
Constellation matching tour groups
for Korean Medical Tourism

31. Advertisement sample
NEW
Constellation Constellation
Not Match! Match!
Cannot tolerate other Join us! Constellation
members in old fashioned matching tour groups for
tour groups any more? Korean medical tourism!

32. Advertisement &Advertorials
on
(China’s “facebook”)
( China’s “Twitter”)
BBS
tourism, health and
constellation part

33. Korean Constellation
matching medical tourism
Wow!
Yeah!
Cool!

34. Newspaper
Other
Journal
Media
TV
Hot The Mass
Talk

35. Medical Tourism ? Korean Medical Tourism
=
The Mass

36. Analysis for Step 1
Now who knows about Medical Tourism?
Step 1.

37. Step 2. How
! !
Target: Consumer A --- the companies in charge
of high forums and summits.
Task: Position the service of Korean Medical
Tourism as a top grade choice
Keywords: Experience Marketing,
Interpersonal communication

38. Heard
Remembered
The Mass
How is it?
Consumers

39. Experience
Share
The Mass Position
Example
Consumers

40. 精诚之心 康乐之心 厚贤之心 尚礼之心
Heart for good work Heart of health Heart for Caring Heart of Comity
Companies in charge of high forums and summits
! !
Step 2. How

41. Direct Client
Competition
Excellence
Innovation
They need Korean Medical Tourism

42. Search words(Chinese)
China、2010、summit 31,900,000 94,400,000
China、2010、high forum 31,300,000 3,470,000
! !
Step 2. How

43. Indirect Client
Typical consumers
First group of consumers
Social status and Influence
“I will buy what they buy!”
Conventioneers of high forums and summits
Leaders of government and companies
We need Conventioneers of high forums and summits
! !
Step 2. How

44. We need Conventioneers of high forums and summits
Should
They need Korean Medical Tourism
Can

45. Beijing
Chengdu Shanghai
Guangzhou
We cooperate with certain famous high forums and summits in
4 cities, creating successful models of our service, to promote
the popularity and Brandfavorite.
! !
Step 2. How

46. Example
6th Successful Women Forum
• Conventioneer: Women CEOs, head of
government, proprieter etc.
• The acceptable price range is wide
• Most of the conventioneer are middle-aged
women.
Ticket Price(RMB) other
Guest ticket 8800yuan dinners included
Family ticket 17800yuan For 3 persons
VIP 20000yuan Only 40 tickets
The average cost per person is almost equal to the cost of
Korean Medical Tourism would take.
! !
Step 2. How

47. Example
We can choose Chejudo
as the place to hold
Successful Women Forum.
Chejudo
SPA or other specific
health care services
! !
Step 2. How

48. Example
Mass Communication
The high forums and famous
conventioneers, as opinion leader,
will attract mainstream media.
Interpersonal communication
Having experienced by their own, the
famous conventioneers would probably
share it with a great many people. ! !
Step 2. How

49. Example
The Mass
• Korean Medical
Tourism is top grade
choice.
• Smart personages
Consumers enjoy it.
• It brings