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品牌營運計畫
1.
品牌營運計畫
2.
擴增與虛擬實境應用市場潛力 預測2025年擴增及虛擬實境軟體應用市場 Source:Goldman Sachs Global Investment ResearchUnit:USD
3.
美國、台灣的擴增與虛擬實境生態圈
4.
網友對 360 度環景相機抱持著什麼樣的態度? 雖然
360 度環景相機這個產品是在近期才受到熱烈討論,但網友對這樣的產品其實一點也不排斥,反而展現出驚 人的接受力與好奇,這也讓 360 度環景相機成為 VR 領域中的超新星之一。不過,調查數據中也有 25.5% 的網 友對此產品抱持負向的態度,而這些網友之所以會抱持負向態度,可能是對產品的價格、使用情境、成像品質有所 質疑,才會覺得這樣的產品是否會有長久的未來,會不會又是個曇花一現的過渡時期產品。也因為這樣,想玩玩可 是又因價格太貴而縮手的網友也陸續增加當中。 Source:社群氣象台
5.
2016Q4全球智慧型手機市佔率現況 Source:TrendForce & Google
6.
2016台灣智慧型手機現況 市場上約有1350萬支Android智慧型手機,約450萬支的潛在市場 82% 51% 13% 33% 20% 18% 50% 10% 16% 19% 11% 13% 36% 12% 13% 18% 12% 7% 5% 11% 7% 2% 10% 6% 8% 3% 6% 2% 8% 普及率 性別 年齡 職業 所得 智慧型 非智慧型 男 女 12
20 25 30 35 40 45 50 55 60 白領上班族 學生 主婦 藍領 退休 自營商 無固定收入 2萬 4萬 6萬
7.
LyfieEye優劣勢分析 • 自己生產的硬體核心組件 • 產能充足 •
競品供貨不足 • 內容平台還是塊藍海 • 平台愈趨成熟LINE/FB/Youtube • 產品品質無法達到消費市場水平 • 軟件穩定度及系統支援度低 • 通路鋪貨廣度低 • 競品商品成熟,入手門檻低 • 競品開發團隊成熟,反應速度快 • 競品開放SDK有多種運用 • 消費者認知需求度低(弱需求)
8.
四大策略 應用內部優勢爭取外部機會的(SO:Max-Max) 策略: 供給無虞先以網路鋪貨增加市場能見度,再與內 容平台合作創造內容。 虛實整合鋪貨策略,提高產品滲透率。 經銷商合作加速鋪貨速度。 利用內部優勢避開外部威脅(ST:Max-Min)策略: 競品雖開發速度快,但供貨不足,唯獨我們必須強 化本身競爭優勢,一方面顯示晶片的技術提升,另 一方面要尋求優質的軟體合作夥伴。 利用外部機會克服內部劣勢(WO:Min-Max) 策略: 積極尋求內容平台的合作,大量產出內容,從 中找出能打動消費者的行銷點。 減少內部劣勢迴避外部威脅(WT:Min-Min) 策略: 必須改善弱勢以降低威脅,公司內部組織必須 分工清楚,後勤支援也必須要有明確的SOP以 增加服務效率,提升士氣!
9.
STP 專業入門 居家 出遊 TBC: Discuss with
iFrank
10.
產品生命週期的4P策略 導入期 成長期 成熟期
衰退期 產品 取得消費者對產品 的了解 保證品質加強服務 改進質量擴大用途, 品牌力提升 改造或淘汰產品 價格 按新產品定價 適當視市場反應調 價 充分考慮競爭價格 削價競爭 通路 群求適合的經銷商 逐步擴大銷售通路 充分利用通路 充分利用經銷商 促銷 介紹產品,內容型 促銷 宣傳產品品牌 宣傳用戶好評 保持用戶對產品的 信譽
11.
4P策略 產品 價格 通路
促銷 必須盡快進行軟體優 化提升系統穩定度及 手機支援度。 盡快建立客服流程建 立品牌名聲。 官網優化,必須以會 員經營及服務的角度 切入,而非銷售。 因為是弱需求產品, 價格敏感度低,藉由 通路的限時促銷測試 出消費者心中可接受 的產品價格。 制定出經銷價格及 rebate空間,以利經 銷體系之建立。 進銷存管理系統建立 為首要任務,以管理 各通路之進銷存狀況。 虛實整合,建構 omnichannel, 虛擬通路直營客戶以 一線B2C平台及團購 網為主,網路經銷商 主要負責二線通 路,B2B2C及C2C通 路為主。 釐清成本結構,訂出 eCapture可執行的促 銷空間,制定出公司 P&L控制利潤營收。 通路Marketing plan 擬定,確認行銷預算 及曝光檔期。
12.
品牌營運時程表 Mar Apr May
Jun Jul Aug Sep Nov Dec 產品優化 客服流 程及保 固條款 制定 官網優 化 產品說 明頁優 化 經銷策略及體系建立 網路經 銷體系 開始鋪 貨 通路開發 上架瘋 狂賣客 三創實 體門市 上架 促銷活動 春季電 腦展優 惠活動 年中慶 開學季 雙11促 銷
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