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2017数字化领导力大师班——聚焦日化行业

2017年3月17日 8:00 ~ 2017年3月17日 16:30

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    概述   Overview

    随着中国经济全面进入“新常态”,消费对宏观经济增长比例的贡献越发突出,消费人群正在改变,中产阶级开始崛起,80、90后逐渐成为消费主力人群,消费结构从生存型消费向享受型、发展型消费升级。由此引发三大变革:消费者更追求性价比,带来服务升级,消费需求更加细分。对于以日化行业为例的消费品行业来说,消费升级将带来品类、品牌和渠道的挑战与机会。互联网时代下,无论是CEO,还是CMO或CIO都需要以全新的视角看待这些变化,充分利用VR/AR、物联网、大数据等技术,以数字化方式全方位接触消费者,对话消费者,贯穿消费者购买旅程。本次培训将围绕消费升级带来的新的消费者洞察和营销方式策略转变展开。

    As Chinese economy fully entered into ‘New Normal’, Consumption has playing a more prominent role in the contribution of macro-economic growth. With the change of Chinese consumer group and the emergence of middle class, the 80s and 90s grow to be the major consumer groups that lead to the transformation of consumption model from living type consumption to enjoying type and developmental type consumption. Therefore, there’re three revolutions: Consumers care more about cost performance, the demand of service upgrading, clearer segmentation of consumer demand. As for consumption goods industry, take daily chemical industry as an example, consumption upgrading will bring about both challenges and opportunities in category, brand and channel. In the Internet era, no matter CEO, CMO or CIO need to take a fresh perspective view on these changes, to make full use of technologies including VR/AR, IoT and big data, approach consumers in digital way, interact with consumers, thus, penetrate the customer journey. This workshop will focus on two topics: new customer insights brought by consumption upgrading and transition of marketing strategy.


    与人群 Who’s attending?

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    目标   Goal

    • 运用大数据营销工具提高精准营销的效果

    • 探讨日化行业内容营销战略新思路与品牌营销策略

    • 了解新常态下消费升级背后的概念和所带来的影响

    • 探索消费升级三个玩家共同参与之玩法:COSOCO(消费新品牌的塑造者consume,内容传播的洗脑者content,目标人群社交渠道的运营者social)

    • Discuss new thinking in daily chemical content strategy and brand marketing strategy

    • Understand the concept and influence of consumption upgrading in the New Normal

    • Explore the game of three players in consumption upgrading: consume(builder of new consumer brands), content(brainwasher of content communication), social(operator of target group social channel)


    话题池   Topic Pool

    • 内容营销

    • 跨屏互动营销

    • C2M——个性化定制

    • 新常态下消费者行为习惯分析

    • 日化行业消费升级机会与挑战

    • 2017数字营销趋势:AR、AI、沉浸式视频等

    • Cross-screen interactive marketing

    • C2M – Customization

    • Consumer behavioral analysis in the New Normal

    • Opportunities and challenges in consumption upgrading in Daily Chemical Industry

    • New digital marketing trends in 2017: AR, AI, immersive video, etc

    议程   Agenda

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    **活动地点暂定,具体地点将于报名统一审核通过后电话方式通知,请保持手机畅通,谢谢!


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    • 张泽丰
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      (7年前)

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    Dotconnector Business Consulting Service

    Dotconnector Business Consulting Service

    立志于为企业建立我们为亚太地区客户提供IT和市场营销方面的信息咨询和峰会组织,并且提供市场调研、电话营销管理、培训等服务,满足不同行业公司的发展需求,提升企业竞争力。服务过95%世界五百强企业中在华有办公点的公司。覆盖IT、石油、化工、快消、金融等行业。

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