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营销者说宝洁本身已经有比较健全的组织架构,但是随着数字营销方面投入的加大,对灵活性的要求越来越高。为了适应全新的生态系统,我们在公司内部,与代理商、媒体端的沟通都在发生变化。建立于1921年的德国博朗进入中国已经有十几年历史。新的市场形势下,博朗需要解决如下问题:一是如何进一步开拓高端人群市场,二是除了继续在北上广这样的大城市推广,如何让中国更多的城市、更多的消费者有机会深入了解博朗品牌精神以及其提供的优质产品。中国已经成为全世界最大的奢侈品消费国,而且消费力在趋向于年轻化。基于此,博朗确定了如下发展战略:一是如何扩大品牌影响力,不仅仅局限于大城市的尖端人群;二是如何让更多的人用到博朗的产品,引进更多高科技产品,同时也为中国消费者量身定做更多产品。
Marketers said that P & G itself already has a relatively sound organizational structure, but with the increased investment in digital marketing, the requirements for flexibility are getting higher and higher. In order to adapt to the new ecosystem, we are in the company, and agents, the media side of the communication are changing. Founded in 1921, Germany Braun entered China more than 10 years of history. In the new market situation, Braun needs to solve the following problems: First, how to further develop the high-end crowd market; secondly, how can more cities in China and more consumers have the opportunity to deepen their efforts Learn about Braun’s brand spirit and the quality products it offers. China has become the world’s largest consumer of luxury goods, and spending power tends to be younger. Based on this, Braun identified the following development strategy: First, how to expand the brand influence, not only limited to the cutting-edge crowd in big cities; second is how to make more people use Braun products, the introduction of more high-tech products, at the same time Also tailor-made for Chinese consumers more products.