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搜门说案 | 这是木门界品牌运作的一个经典案例

核心提示:赖子山庄官网网址 3D家居集团从“3D木门”到“3D无漆木门”的品牌升级和一系列运作,被业界视为品牌运作的一个经典案例。而其整体运作过程,与“三维巨象”的“品牌成长三步法:跑马圈地,占山头;广而告之,扬价值;品效合一,做转化”不谋而合。

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搜门网讯赖子山庄官网网址】3D家居集团从“3D木门”到“3D无漆木门”的品牌升级和一系列运作,被业界视为品牌运作的一个经典案例。而其整体运作过程,与“三维巨象”的“品牌成长三步法:跑马圈地,占山头;广而告之,扬价值;品效合一,做转化”不谋而合。

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SUOWEIPINPAIBIAOQIANHUA,JIUSHIFUYUPINPAIYIGEMINGXIANDETEZHENG,YITIDAOZHEIGEPINPAI,XIAOFEIZHEXINLIJIUHUIFUXIANYIGEDUTEDETESEBIAOJI。“BIRU,‘HAFU’SHI‘PINGJIASUV’,‘BENCHI’SHI‘ZUNGUI’,‘BAOMA’SHI‘JIASHILEQU’,‘AODI’SHI‘GONGWU’,‘WOERWO’SHI‘ANQUAN’,‘TESILA’SHI‘DIANDONG’,‘FALALI’SHI‘SUDU’,‘JEEP’SHI‘YUEYE’……QITADUISHOUHENNANQIANGZOUZHEIXIEZHUANSHUMINGCI。”3DJIAJUJITUANPINPAIZONGJIANJIAWEIZHENRENWEI,“QIYEDEJINGYINGCHENGGUOSHIPINPAIRENZHI,YOURENZHICAIYOUXUANZE。”SUOYI,PINPAIDEBIAOQIANHUA,JIUSHI“YUJINGZHENGDUISHOUXINGCHENGYOULIDECHAYIHUA,GOUJIANPINPAIDERENZHIYOUSHI”。

赖子山庄官网网址CONG“3DMUMEN”DAO“3DWUQIMUMEN”,MUDEJIUZAIYUCI。

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二十余年耕耘,“慧中”有余却“秀外”不足

ERSHIDUONIANLAI,3DYIZHIYIPINZHIHEHUANBAOWEICHUZHONG。ZAI3DDELINIANLI,QIYEJINGYINGDEMUDEBUJINJINSHICHUANGZAOCAIFU,GENGDUOSHIWEISHEHUIFUWU,DUISHEHUIFUZE——JINGWEISHENGMING,ZUNZHONGJIANKANG,SHIZUORENZUOQIYEDEGENBENYIYISUOZAI。SUOYI,3DDECHANPINYIZHIWEIRAOPINZHIHEHUANBAOERNULI。

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3D家居集团品牌总监贾唯甄在《2020木门品牌成长计划高端论坛暨2020“三维一体”品牌精细化运营方案发布会》上作分享

赖子山庄官网网址3DCHANPINPINGJIEYOUYIPINZHIHEWUKETIAOTIDEHUANBAOXINGZAIYENEIHESHICHANGHUODEGUANGFANRENTONG。DANSHI,“3DMUMEN”ZHEIGEPINPAIQUEYIZHIWUFAZAIXIAOFEIZHEXINZHONGXINGCHENGYIGEDUTEDEPINPAIBIAOSHI。“HUIZHONG”YOUYUQUE“XIUWAI”BUZU,BUNENGBUSHUOYOUYIDIANERYIHAN。

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大升级,开启品牌新纪元——跑马圈地,占山头

2018NIAN,SHOUGEFANGMIANYINSUYINGXIANG,MUMENXINGYEMINGXIANZENGZHANGFALI,JILIEJINGZHENGYICHUJIFA。ZAIZHEIYANGDEBEIJINGXIA,3DZAI2018NIANDIKAISHILEZHENGTIZHANLVESHENGJI。

赖子山庄官网网址“JISHINIXUANCHENGJISHUGENGJIA,PINZHIGENGHAO,TUANDUIGENGYOUXIU,BUJUBEIYUJINGZHENGDUISHOUXIANGQUBIEDEPINPAIRENZHI,NIJIUHENRONGYIXIANRUJIAGEZHAN、CUXIAOZHAN、LIULIANGZHAN。GUKESHIZAIQUEFAZHUANYENENGLIHEXINXIBUDUICHENGDEQINGKUANGXIAZUOJUECE,NIBIXUJITAYIGEJIANDANDELIYOU。”ZUOWEIPINPAIZONGJIAN,JIAWEIZHENDUIPINPAIBIAOQIANHUADELILIANGYOUZHEQINGXIDERENSHI——3DZHIQIANGENGDUOSHIZAIHANGSHICHANPIN、JISHU、ZHIZAO,NEIBUGONGZUOZHASHIYOUXIU,DANDUIWAIXUANCHUANBUGOUJUJIAO。YAOXIANGTUOYINGERCHU,BIXUDACHUZIJIYUZHONGBUTONGDETESEBIAOQIAN。

赖子山庄官网网址“TONGGUONULI,WOMENBAWUQIHUANBAOZUOCHENGLE。”JIAWEIZHENSHUO,CONG“3DMUMEN”SHENGJIWEI“3DWUQIMUMEN”,SHI3D“DUIJIANKANGDEZUNZHONG,DUISHENGMINGDEJINGWEI”YOULECHUANDADEZHELIDIANHETESEBIAOSHI。

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赖子山庄官网网址TONGSHI,CONG“3DMUMEN”SHENGJIWEI“3DWUQIMUMEN”,YESHI3DZAIXIAOFEIZHEXINZHONGCONG“MIANQIMEN”、“DIDUAN”DEWUJIEZHONGTUOLILECHULAI,MAIRU“WUQI”DEGAODUANXINGLIE,CONGERDINGWEICHUYUXIAOFEIZHEGENGQIHEDEDIAN——MIANQITONGCHANGSHIZHIBIAOMIANCHULIBUYONGQI(YEJIUSHITIEPI),BINGBUYIWEIZHEZHENGGEMENDOUBUYONGQI。ER“WUQI”ZESHIZHENGMENWUQI,GENGHUANBAO,GENGJIANKANG。

多方渠道、多类形式、多种内容昭告天下——广而告之,扬价值

2018NIAN11YUE17RI,ZAIZHONGDUOXINGYETONGREN、XIEHUIHEMEITIJIANZHENGXIA,“XINSHENGJI·JINGHUANBAO——3DJIAJUJITUANPINPAIZHANLVESHENGJIFABUHUI”ZAIBEIJINGJINYUANSHIDAIGOUWUZHONGXINJURANZHIJIAZHUANGSHICAILIAOGUANJUXING,XUANBU“3DMUMEN”ZHENGSHISHENGJIWEI“3DWUQIMUMEN”。3DWUQIMUMEN“GUANGERGAOZHI”DEDAMU,ZHENGSHILAKAI。

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3D无漆木门还打出了一系列宣传组合拳。除在央视和中央人民广播电台投放广告,3D无漆木门还全年参加中国木门技术联盟主办的品牌大会、产品大会、技术大会,在相应环节展演。

赖子山庄官网网址2019NIAN3YUE,ZAIDIJIUJIEZHONGGUOMUMENPINPAIDAHUI“DAPAIJIADAO”HUANJIEZUO《HUANBAOFENGBAOXIADE3DWUQICHAO》YANJIANG,FABU3DWUQIMUMEN2019PINPAIZHANLVE。YIWUQIJINGHUANBAO、KEXUEJINGQUAN、JINGZHUNJUJIAO0-6SUIERTONGJIATING,SHUQI3DWUQIMUMEN“DAPAI”XINGXIANG。

赖子山庄官网网址2019NIAN7YUE,CANJIADIBAJIEZHONGGUOMUMENCHANPINDAHUI,ZAI“CHANPINZUIQIANGYIN”HUANJIEYI“3DWUQIMUMEN2019XINPINFABU——3DWUQIMUMENCHANPINHUANBAOSHIJIEGUAN”WEIZHUTI,QUANMIANJIESHAO3DWUQIMUMENDUI“GAODANG”DELIJIE——ZUIGAODANGDEZHUANGXIUJIUSHI“ZUIJIANKANGDEZHUANGXIU”,SHINENGGOUWEIYONGHUTIGONGJIANKANGHEANQUANDESHENGHUOKONGJIAN。ZHEICICANHUIHEYANJIANG,WEI3DWUQIMUMENDE“GAODUAN”XINGXIANGZAITIANZHUJIAO,SHIQIDEDAOLEJINYIBUGONGGU。

2019NIAN11YUE,DIQIJIEZHONGGUOMUMENJISHUDAHUIZAIZHONGQINGZHAOKAI,3DWUQIMUMENXIEWUQI4.0JISHU,ZAI“MUMENXINGJIPAI”HUANJIEFENXIANG《DEXIWUQIJISHUQUDONGJIANKANGJIAJUSHICHANGLIEBIAN》,YICHUNSHIMUPALEITUOJIEGOU,ZAICISHUAXINWUQIMUMENJISHUXINGAODU,WEIMUMENXINGYEFAZHANZAITIANFENGXIANGBIAO。FENXIANGTONGSHI,3DWUQIMUMENYEZAIXINGYESHULIQIXINGYEJIANSHEZHEHETUIDONGZHEXINGXIANG,PINPAIHANJINLIANGDAFUTIGAO。

另外,3D无漆木门还全年在木门行业垂直媒体搜门网以文章、图文、视频等多种形式,以及通过其他媒体对企业事件、品牌主张进行报道,保持行业存在并提升品牌知名度;承办中国木门技术联盟组织的《2019中国免漆门高端制造研讨会》,向行业宣讲企业主张、展示工厂实力;以参加展会形式向市场展示品牌新形象并进军川渝;借助25周年庆,百城千店,引爆全国…… 

initpintu_副本

 

JINJINYINIANSHIJIAN,“3DWUQIMUMEN”JIUZAIXINGYEHESHICHANGHUODERENZHIBINGYINFAGONGMING。SUIZHIERLAIDE,SHISHOUHUO。

一年招商370——品效合一,做转化

赖子山庄官网网址PINPAISHENGJIHOU,3DWUQIMUMENCANJIADEMEIYIGEZHANHUI,ZAIMEIYIGEDIANMIANJUBANDEXIANGYINGHUODONG,DOUSHICHUANBOYUSHOUHUODEHETI——CHUANBOXINGXIANGTONGSHI,JIANGQIZHUANHUAWEIKEHUHUOQIANZAIZIYUAN。ER3DWUQIMUMENYIXILIECHUANBOCAOZUODEXIAOGUO,YEBUDUANXIANXIAN——DIJIUJIEZHONGGUO(GUANGZHOU)DINGZHIJIAJUZHANLANHUI、ZHONGGUOJIANBOHUI(SHANGHAI),3DWUQIMUMENZHANWEI3TIANJIYINGSHUSHIWANRENCIRUCHANG;DILIUJIEZHONGGUOXIBUMENCHUANGJIDINGZHIJIAJUBOLANHUI,3DWUQIMUMENSHOUCIZAICHENGDOUJIAJUZHANLIANGXIANGJIGUANZHEMANTANG;DI21JIEZHONGGUOJIANBOHUI(GUANGZHOU),SHOURIJICHENGJIAODIANRENQIWANG……

赖子山庄官网网址JUZHONGGUOMUMENJISHULIANMENGMISHUZHANGSHIXINGTOULU,JIN2019NIAN,3DWUQIMUMENZHAOSHANGJIDA370YUJIA。

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赖子山庄官网网址LINGWAIZHIDEYITIDESHI,JIEZHU25ZHOUNIANQINGJINXINGDEBAICHENGQIANDIANWUQIXUANJIANG,3DWUQIMUMENSHOUHUODINGDANLEILEI。ZHENGGEHUODONG,YIERTONGCHENGZHANGWEIZHUXIAN,GUANZHUERTONGJIANKANG——CONGBEIYUNDAOHUAIYUN,CONGXIAOHAICHUSHENGDAOZHANGDA,SUOCHUDERENSHENGJIEDUANBUTONG,DANSHIDUIJIANKANGDOUYOUZHEXIANGTONGDEZHUIQIU——3DWUQIMUMENZHENGSHIYONGZHEIZHONGXINGSHI,XIANGSHIRENXUANGAO“WUQIYEKEYISHISHENGHUOZUISHISHANGDEJIANKANGBIAOXIAN”。

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搜门网评

赖子山庄官网网址3DDEZHEICIPINPAISHENGJIWUYISHICHENGGONGDE,TABUJINCHENGGONGWEI3DFUYULE“WUQI”ZHEIGEDUTEDEPINPAIBIAOSHI,RANG3DZAIZHONGDUOTONGXINGPINPAIZHONGRUFURONGCHUSHUITUOYINGERCHU,“GENGSHIHE0~6SUIERTONGDEJIATING”DEBIAOSHU,YERANGZHEIYIBIAOSHIGENGJUXIANG,GENGRONGYICHANSHENGJIYIXIAOYING。QIYILIANCHUANDEPINPAICHUANBOZUHEQUAN,YERANGZHENGGEPINXUANXIAOGUODEDAOLECHENGBEIFANGDA。ZUIZHONG,MANMANDESHOUHUOBIANSHIBIRAN。

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3DWUQIMUMENDEZHEIGEANLI,CHONGFENSHUOMINGLEPINPAIYUNZUODEZHONGYAOXING,CHONGFENSHUOMINGLEZHENGQUEDEPINPAIYUNZUODEZHONGYAOXING。3DWUQIMUMENDEQUANXILIECAOZUO,KEYISHUOWEIWOMENTIGONGLEYIGE“PAOMAQUANDI,ZHANSHANTOU;GUANGERGAOZHI,YANGJIAZHI;PINXIAOHEYI,ZUOZHUANHUA”DE“PINPAICHENGZHANGSANBUFA”DEJIAOKESHUSHIANLI。

BIXUCHENGREN:PINPAIYUNZUO,QUESHISHIGEZHUANYEHUO。

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