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返回>【天佑德讲堂】大咖刘瑞旗:品牌树根·文化立命
天佑德青稞酒 天佑德青稞酒 2018-05-18

  5YUE9RIXIAWU,HENGYUANXIANG(JITUAN)YOUXIANGONGSIDONGSHIZHANGLIURUIQIZAIZHONGGUOCHUANMEIDAXUEGUANGGAOXUEYUANYANBOSHIZUOLETIWEI“PINPAISHUGEN·WENHUALIMING”DEYANJIANG。ZHEISHIBENCITIANYOUDEQIYEYINGXIAOZHANLVEKEDEDIJIUJIANG,LIURUIQIFENBIECONGHENGYUANXIANGQIYEJIANJIE、YONGGUANGGAODAXIANGPINPAI、YIPINPAIWEIDAOXIANGZUOGUANGGAO、YONGWENHUALIMINGHEYONGPINPAISHUGENWUGEFANGMIANJIESHAOLEHENGYUANXIANGYIJITADEPINPAIYINGXIAOZHIDAO。

 

  演讲部分摘录如下,以飨读者

  

 

  HENGYUANXIANGSANGEZIZENMELAIDE?QISHISHIWOMENSHENLAOXIANSHENGCONGQINGCHAODASHUFAJIADEYIGECHUNLIANZHONGQUDEZI。“HENGLUOBAIHUO、YUANFAQIANXIANG”,QUCHUHENGYUANXIANGZHEIGEMINGZI,JIUBATAZUOWEIRENZAOSIRONGXIANSHANGDIANDEMINGZI。HOULAIWOMENYOUYANYICHULAI,HENGBIAOSHISHIJIANDEZHANGDU,WOMENCHENGZHIWEITIANSHI;YUANSHIDILI,YUANYUNEILI,WOMENJIAODILI;XIANGJIUSHIRENHE,YEJIUSHITIANSHIDILIRENHE。SUOYIDANGNIYONGYOUHENGYUANXIANG,JIUXIANGDANGYUYONGYOULETIANSHIDILIRENHE。

  用广告打响品牌

  

 

  WOZUOGUANGGAOSHIRANGBIERENJIZHUWOSHIMAISHENMEDE。RANGBIERENJIZHU,YAOMEXUYAONIDALIANGTOURU,YAOMEXUYAONIZUODAOZUIHAO。NENGGOURANGRENMENJIZHUDELIANGJUHUA,YIJUSHILIUFANGBAISHI,YIJUSHIYICHOUWANNIAN。ZUICHADEYENENGRANGRENJIZHU,WODADAOJIZHUDEMUDEJIUKEYILE。SHANGHAIDIYICIYINJINTAIWANDIANSHIJU《WANJUN》,YIGONG18JI,DANGSHIDIANSHIJUBUNENGKAIDAO,ZAILIANGJIBOCHUDEDANGZHONGCHALEYIDUANGUANGGAO,TAMENJIUSHUORANGWOBANGMANGMAIYIGE,LIANGQIANKUAI,15MIAOYIGE,YIGONG8GEGUANGGAO。WOMAIDAOGUANGGAOYIHOUYESHIDIYIJIBOCHULAIYIGEWUMIAOZHONGHENGYUANXIANG,ZAIYIFENZHONGDESHIHOUYOUBOWUMIAO,ZAIDIERJIKAIBOQIANYOUBOWUMIAO。LIANGJIZHONGBOLESANGEHENGYUANXIANGGUANGGAO。YINWEI《WANJUN》SHIZHONGGUODIYICIYINJINDEDIANSHIJU,SHOUSHILVHENGAO,ZHANGDEGUANGGAODOUMEIYOURENJIZHU,ZUIHOUDAJIADOUJIZHULEWOMENDEGUANGGAO。

  以品牌为导向做广告

  WOMENWEISHENMEYAOZUOGUANGGAO?YINWEIHENGYUANXIANGGUOQUSHIYIGESHANGDIANDELAOZIHAO,WOMENZHONGGUODEMAOXIANYOUSHIGUOJIAERLEISHANGPINJIHUAJINGJI,JIEFANGYIHOUWOMENGUOJIAYEBANLEHENDUODEGONGCHANG,ZAIZHONGGUOYOU22GEDAXINGDEMAOXIANGONGCHANG,QISHIDAOJINTIANDOUBUCUNZAILE,BUSHITAMENJINGYINGBUHAO,YINWEIMEIYOURENBIANMAOXIANLE,XIANZAIWOMENMANGDEKANSHOUJIDOULAIBUJI。

  

 

  ZUOGUANGGAO,WOMENYAORANGRENMENYOUSHENKEDEJIYI。WOMENGONGSIZAI1994NIANJIUMINGQUE,ZAIZUOPINPAIDESHIHOU,WOMENBUYAOSHIKEDEJIANGNIZIJIDECHANPIN。ZAIZHEILIWOJIUJIANGYIXIAZIJIDEGAINIAN,NIBAPINPAITIEZAICHANPINSHANG,HAISHIBACHANPINTIEZAIPINPAISHANG,NISHIYIPINPAIWEIZHUDAOHAISHIYICHANPINWEIZHUDAO?ZAIZHEIGELISHIZHANGHEZHONG,DADUOSHUDEQIYEDOUSHIYICHANPINWEIZHUDAODE,TADEGUANGGAOXUANCHUANDOUSHIJIANGCHANPINDEJIAGE、KUANSHI、GONGNENG、SHICHANG,SHIBAPINPAITIEZAICHANPINSHANG,WEISHENMEYOUYIXIEPINPAIHUITAOTAIHESIWANGNI?YINWEITASHIZHEIMEZUODE,GAOSUXIAOFEIZHEDESHICHANPIN,WOMENYANJIUXINLIXUEDEDOUZHIDAO,XIAOFEIZHEYOUYIGEGONGTONGDEXIHAO,JIAOXIXINYANJIU,DANGXINCHANPINCHULAIDESHIHOUTAKENDINGXIHUANXINCHANPIN,BUKENENGYIGEQIYEYONGYUANCHUANGXIN,YONGYUANYOUXINCHANPIN,YINWEINISHIXUANCHUANCHANPIN,DANGRENMENXIHUANXINCHANPINDESHIHOU,NIDEPINPAIJIUSUIZHECHANPINDETAOTAI,PINPAIYEHUITAOTAI。

  用文化立命

  YINWEIWOMENSHITONGGUOZUOPINPAIZHEIYANGYIGEFANGFA,SUOYIHOULAIZAIZHUANXINGDEGUOCHENGZHONGYANZHAN,JIUZOUCHULEYITIAOLU。NEIGENIANDAIYONGWENHUADEFANGFAZUOPINPAI,SHIZAIBUZHIBUJUEZHONGZHAODAOLEZHEITIAOCHULU,BUSHIXIANZHIXIANJUE,SHIZAIMEIYOULUDEZHUANGTAIXIAZHAODAOLEZHEITIAOLU,YINCIWOGANJUEPINPAIHEWENHUAFEICHANGZHONGYAO,CONG2011NIAN1YUE1HAOWOZHENGSHITUICHUJIANGHU,LIKAIZONGJINGLIGANGWEI,ZHUANZHUCHULAITANSUOSHENMESHIWENHUA、SHENMESHIPINPAI,YIJIWENHUANALILAI、PINPAINALILAI。

  

 

  WOMENGUOJIAXIANZAIDEQINGKUANGZENMEYANG?WOMENGUOJIADEPINPAIHAIYAODADADENULI,YINWEIWOMENXIANZAIDECAIFUSHIZAIWANGWAIZHUANYI,SUIRANWOMENJINGJIZAIFAZHAN,ZHEIJIUSHIGUOJIAPINPAIJIANSHEDEYIYI。HENZAOYIQIANWOJIUYOUDUIZHEIGEWENTIDETANSUO,07NIANWOMENYOUYIGEGAINIAN,QUANQIUXIAOFEIZHEDUIBUTONGGUOJIAZHIZAOYEDOUYOUYIGEDINGXING,WOSHITONGGUOYONGWENHUADEFANGFALAIKANZHEIGEGAINIAN,QUANSHIJIEDEXIAOFEIZHEDUIWOMENRICHANGDESHENGHUOXIAOFEIZHEDOUYOUYIGEDINGYIHEGAINIAN,JIUHUICHENGWEIYIGEGUOJIAPINPAI,ZHIYAOZAIZHEIGEDIANSHANGJIUDOUKEYIZHUANQIAN,YINGGUOSHIJINGDIANZHIZAO,SUOYISHENMEPAIZIZHIYAOCHAOJINGDIANSHANGKAO,GUASHANGYINGGUOJIUHAOMAI,DEGUOSHIJINGMIZHIZAO,MEIGUOSHIXIUXIANZHIZAO,YIDALISHICHUANGYIZHIZAO,FAGUOSHISHISHANGZHIZAO,ELUOSISHIBENZHONGZHIZAO,ZHONGGUOSHICUZHILANZAO,YINDUSHISHENMEYEBUZAO,ZHEIYESHIWOMEN07NIANDESHUNKOULIU,XIANZAIDAJIADOUBUTONGYI,YINWEIZHONGGUOBUSHIZHEIYANGDE。DANDANGSHINIBUTONGYIMEIYOUYONG,RENJIADUINIDEYINXIANGYIJINGDINGXINGLE。

  

 

  WOMENGUOQUHENGYUANXIANGXUANZELEZUOPINPAIHEWENHUAZOUCHULAI,SHIBUZHIBUJUE。QIBASHINIANDAIZHONGGUOCHENGZHANGDEQIYEDABUFENSHIBUZHIBUJUEHUOZHESHIHOUZHIHOUJUEDE。JINTIANHUIGUOTOUWOMENTANSUOSHENMESHIPINPAI,SHENMESHIWENHUA,YAOZUODAOXIANZHIXIANJUE,BINGQIEYAOZAIWOMENDEGUOJIACENGMIAN,ZAIWOMENDEXINGYECENGMIAN,ZAIWOMENDEZUZHICENGMIANHEGONGSICENGMIAN,YIJICHANPINCENGMIAN、CHANYECENGMIANDOUKEYIJIANPINGTAI,ZHEIGEJISHUJIUSHIWOMENDERENHEPINPAI,SUOYIZHEIFEICHANGFEICHANGZHONGYAO。

  

 

  用品牌树根

  

 

  HUIGUOTOUSHUOPINPAISHUGEN,PINPAIGUOQUWOMENJIAOCAIFU,GANGCAISHUOPINPAISHIJIYI,XIANZAISHIPINPAISHISHUGEN,RUGUOWOMENMEIYOUPINPAI,HENNANCHENGZHANGXIAQUDE,PINPAISHICAIFUYOUYOUYIGEWENTI,WOMENZHONGGUOYOUYIJUHUA,CAIFUFUBUCHUSANDAI,PINPAINENGGOUCHUANDAI,WOMENYAOJIANLIHAODEXIGUAN,WENHUAKEYILIMING,WENHUASHIJUEDINGMINGYUNDE,SUOYIWOMENTONGGUODUIWENHUAPINPAIDELEJIEYIHOU,WOMENKEYIZHENZHENGZAIZHENGQUEDEFANGXIANGSHANGZHAODAOZHENGQUEDESHIQINGQUZUOHAO,HENGYUANXIANGXIANGDAZAOCHENGBAINIANQIANNIANDELAOZIHAOQIYE,BIXUYAOBAWOMENDEWENHUAJIANSHEHAO,BAXIGUANJIANSHEHAO。ZHIYOUBAWENHUAJIANHAOLE,NEIMEWENHUABUJINJINKEYICHUANDAI,HAIKEYICHUANCHENG,KEYIRANGYIGEQIYEYOUQU。

  大咖面对面

  Q:我想知道恒源祥现在的主业到底是什么?

  LIU:HENGYUANXIANGWEILAIHUICHIXUZAIZUOPINPAIDEGAINIANSHANGSHENGENGNULI,RANGZHEIGEPINPAIKEYIJIGENGDUODEQIYEXIANGYONG,WEISHEHUIDAILAIJIAZHI,WEIXIAOFEIZHEDAILAILIYI。

  

 

  Q:对现在的客户广告宣传和营销您有什么好的建议?

  LIU:WOMENZUOPINPAIYOUYIGEGAINIAN,NEIJIUSHINIRUHECHUANGXIN。LISHISHIBUKEYIFUZHIDE,NIJINTIANYEKEYIMOFANGHENGYUANXIANG,DANSHINIWUFASHUONISHICONG91NIANKAISHIDE。GANGCAIWEISHENMEWOTIDAOLEHENGYUANXIANGDESHENGYIN,WOMEICIHUANGUANGGAOGONGSIDESHIHOU,TAMENZONGXIANGCHUANGYIYOUTADENEIRONG,BUYUANYIBALAODEDONGXILIUXIALAI,DANSHIWOSHIBUZHUNTABIANDE。HENGYUANXIANGWOYAOBAOZHENGYIBAINIANZHINEIZHEIGESHENGYINBUBIAN。DAO2091NIAN,WOZAIJIANGHENGYUANXIANG,NEIJIUYOUJIAZHILE。

  

 

  诚然,这个时代的脉搏越跳越快,迭代也是特别快的。品牌营销千变万化,但是万变不离其宗。天佑德讲堂,将继续邀请各行业大咖,面对面交流,传播品牌的力量。