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以战略为导向的品牌全案策划

广亚:同框门窗 ——

全屋系统门窗,开创新时代

案例引言:

从80,90年代国内大力发展生产力,物资紧缺,卖方市场有生产就有销售。到21世纪初企业间开始拼产品质量、拼成本。开始大刀阔斧开展规模化发展,一举成为行业龙头。再到现今经销商、下游客户开始关注“大牌子”。积极投入品牌形象打造,成为行业知名、有实力的品牌之一。


未来只有抓住终端消费者,才能真正抓住市场。终端消费者的选择,就是经销商的选择。抓住消费者的办法几乎只有一个,就是做消费者认可的品牌。广亚铝业将以门窗品牌打造品牌化发展大战略的先锋,进入终端消费市场。

 

同框门窗:全屋系统门窗,开创新时代

 

客户:广亚铝业

服务内容:品牌战?#36828;?#20301;,营销策略

日期:2019年

品牌策划公司 > 案例 > 地产/家居/电器

 同框门窗海报设计


门窗行业品牌设计

门窗灯箱海报.jpg



同框门窗品?#21697;?#24067;会盛况


门窗行业展会布置



同框门窗展会


同框会展横幅


收费站广告牌



机场广告牌



项目背景:广亚铝业拥有固定资产30亿元,员工5000余人。产品誉满全球,构筑了大量知名的国内外大型标志性建筑工程,如,广州新?#33258;?#26426;场、日本Epson、迪拜海湾之门、阿布扎比?#34892;?#24066;场、俄罗斯联邦大楼、德国法兰克福航空铁路?#34892;摹?#28207;珠澳大桥香港边检站等。除了产品销往全国各地之外,公司还在香港、美国、澳大利亚设立了营销分公司,出口量在众多铝型材制造企业中名列前茅。

解决:企业要?#20013;?#21457;展,必须针对终端消费者的常规意义的品牌化。企业品牌化刻不容缓。品牌化之路如何走?


 

一个好名字=成功了一半

龙狮品牌策划公司为广亚门窗起了个绝好的品牌名称-【同框】。“同框”源自网络流行语,年轻、时尚,符合年轻人审美需求。同时蕴含着“爱情幸福,家庭和满”的美好寓意。情?#36335;?#22971;甚至朋友的纪念日同框可以成为其反复的促销活动主题,使品牌拥有极大的品牌传播价值。


 

洞察行业未来:全屋定制+系统门窗

全屋定制是家?#26377;?#19994;的大趋势。要打造门窗龙头品牌就必须使品牌成为全屋门窗行业新标准的制定者。


 

那么问题来了,新标准到?#36164;?#20160;么?

(1)“全屋门窗定制”

全屋门窗定制包括一站式购买,但不止于一站式购买。 真正的【全屋门窗定制】应该拥有更深厚、广泛的意义,不是简单的多个门窗加在一起。而是针对每个不同的家居场景的实?#24066;?#27714;,对门窗进行深度的标准化定制。以六大家居空间为基础,根据消费者对每个空间的门窗需求,结合我们专业的建议,为消费者个性化定制全屋门窗。 一个率先建立全屋门窗定制标准的品牌,才能成为行业标准的制定者。

(2)门窗行业产品发展的大趋势-系统门窗

消费升级时代,过去单一的功能对消费者有效,因为当时门窗还没有任何功能,但现在各种功能的门窗都有了,这种产品差异化策略就?#36745;?#31649;用了。消费者需要的不仅仅是静音或者其它,而是需要一个性能系统有机组合的完美门窗。兼顾隔热、隔音、防盗、遮阳、耐候性、操作手感等一系列重要的功能,还要考虑各?#26041;?#24615;能的综合结果,最终形成高性能的系统门窗必定能领衔下一个门窗品牌的时代。由此推出“系统门窗?#38381;?#19968;先进概念。 以高质量推行“全屋定制”和“系统门窗”,将是“同框门窗”成为门窗行业龙头的核心竞争力所在。


 

品牌体系构建

(1)“全屋同框,爱意满框?#38381;?#19968;?#23376;?#20256;播的广告语使得消费者大大加深对“同框”的印象。

(2)“甜蜜,幸福,快乐”是同框门窗品牌的定位。 同框门窗展会盛况

 

结语:同框门窗品牌形象定位和营销战略研究工作。主要从市场需求,行业领导者的必备条件及品牌定位与传播三个主要方面入手,根据龙狮品牌策划团?#29992;?#38160;的市场触觉及新的时代的行业趋势为广亚铝业提供全新的品?#21697;?#23637;建议。



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