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Save strategy presentation 2013

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S.A.V.E. Strategy Training

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Save strategy presentation 2013

  1. 1. Marketing|Merchandising Strategy Training Tomas Lee Senior Global Product Manager & Director, Product Promotion email tomas.k.lee@newegg.com Wednesday, March 20, 13
  2. 2. •杰罗姆・⻨麦卡锡(E.Jerome McCarthy)于1960年在其《基础营 销》(Basic Marketing)一书中第一次将企业的营销要素归结四个 基本策略的组合,即著名的“4P’s”理论:产品(Product)、价格 (Price)、渠道(Place)、促销(Promotion),由于这四个词的 英文字头都是P,再加上策略(Strategy),所以简称为“4P’s”。 Wednesday, March 20, 13
  3. 3. Product Solution Price Access Promotion Value Placement Education {S.A.V.E.} =4P+4C+4R+4S+4V+N4P 新21世纪的精细化营销 Wednesday, March 20, 13
  4. 4. 这并不是说4P营销理论不再适用,只是我们需要重新 阐释它的涵义,以便更好地服务于B2C市场营销。 Wednesday, March 20, 13
  5. 5. {Solution} 解决方案 Product | Consumer | Relevance | Satisfaction | Variation | Selling Point 产品 | 消费者 | 关联 | 满意 | 差异化 | 卖点 Wednesday, March 20, 13
  6. 6. {Access} 入口 Price | Cost | Reaction | Service | Versatility | Placing Point 价格 | 成本 | 反应 | 服务 | 功能化 | 配售点 Wednesday, March 20, 13
  7. 7. {Value} 价值 Promotion | Convenience | Relationship | Speed | Value | Focusing Point 促销 | 便利 | 关系 | 速度 | 附价值 | 聚焦点 Wednesday, March 20, 13
  8. 8. {Education} 教育 Placement | Communication | Reward | Sincerity | Vibration | Buying Point 渠道 | 沟通 | 报酬 | 诚意 | 共鸣 | 买点 Wednesday, March 20, 13
  9. 9. 不管是什么样的策略,一切都是以{客户}为基础的根据。 Wednesday, March 20, 13
  10. 10. [REFERENCE] 参考 Wednesday, March 20, 13
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  12. 12. Z Wednesday, March 20, 13
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