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诺顿在中国市场的品牌核心
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诺顿在中国市场的品牌核心
1.
2.
与国内媒体组织联动活动;
3.
利用国内强势品牌客户进行品牌关联;品牌
4.
本土化价格策略 针对目前国内主要竞争对手的定价和产品打包方案,制定出符合国情的价格策略,在保持竞争力的同时也并不降低诺顿品牌的高端基因。 价格
5.
本土化技术策略 技术本土化并不是说需要在技术和产品方面做出改动,而是尽可能将现有的技术特点和优势与国内的应用实际结合起来,提出符合国内用户需求的技术说明,让这些技术特性和优势更容易让国内消费者接受。 技术
6.
本土化渠道策略 国内消费者都从哪里下载杀毒软件? 哪种支付方式更适合国内消费者?
对于数字产品来说,获取的渠道非常重要,并不是所有的人都喜欢到专卖店买东西,而是要尽可能的发展更多的可以直接提供产品的渠道,例如百度杀毒和QQ医生。 渠道
7.
本土化促销策略 促销既是一种拉动销售的手段,其实也是一种加强推广效果的添加剂。除了本身Norton相关新产品、大型合作推广之外,应该按照每年的固定节日和特殊事件来进行促销,同时在广告策略等方面,要充分利用流行趋势和社会热点。 促销
8.
本土化销售策略 产品本身永远是最好的推广媒介,越多的产品销售将会带来越好的推广效果,我们需要组织符合本地市场特色的销售策略,例如网吧、学校等群体,一方面可以刺激当前的销售,另一方面也是对未来潜在消费者的培养。 销售
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