第230章 老段的第一炮(2 / 2)

1991从芯开始 三分糊涂 1113 字 2022-05-02

“当时我们的营销团队就分析,远芯坚持不上渠道的意图是维持企业的自身形象……后来证明我们的猜测没有错。”

“不过由于最开始我和远芯也没有交集,因此也就没有再深入的讨论下去。现在看了远芯一系列打造品牌的举措之后,我就大胆的猜一下。”段勇平望向陈静道:“陈总,我并没有下到市场调研,也没有亲自参与五一节活动,我仅从当初买手机的时候,一个普通消费者的角度来分析和预测,可能会和具体情况不对。”

陈静便笑着点了点头:“没关系,其实我也只是听了个大概。”

段勇平点头:“好的,在目前,普通消费者心中,对远芯还是有一种自豪感存在。毕竟是上过新闻联播,手机还被大领导握在手里过——特别是对某一部分人来说,只要是大领导使用过,就算再烂再贵他也会买的。”

“但随着时间的推移,新闻联播的影响就会不可避免地消退——我们做过统计,类似的新闻,基本上三个月就是影响力的极限了。毕竟人们的记忆时间有限,追捧的热情有限。”

“在不能再找领导上一次新闻联播打广告的情况下,要维持影响力不消退,就一定要有足够规格和力度广告才行。”

段勇平冲万永亮微微点了下头,表示自己无意冒犯,然后接着道:“我之前见过远芯在央视的广告,坦白说,广告没问题,很有水平,但配不上远芯对产品的定位和预期。它的核心还是介绍手机,但手机又没有如当初BP机那样牛逼哄哄的中文显示的独特功能……说白了,它和大名鼎鼎的摩托罗拉,西门子这些一样,就是个手机而已。”

“这就造成了,过了冲动期的消费者就会迟疑,会疑惑——这远芯手机到底如何啊……卖这么贵,值吗?拿出去有面子吗?这可是一万多块钱的玩意呢!”

“当消费者一犹豫,那就坏了……目前来说,在同价位下,MOTO,西门子,诺基亚,都是‘值’的。”

“所以,消费者的反馈,应该更多是将信将疑而不是嗤之以鼻。对于我们来说,前者很好解决,后者就有点坏了,这些人膝盖上绑了磁铁,跪下就起不来的。”

段勇平一口气说完,见众人没有接话——这些其实都是他和苏远山,陈静都聊过的——于是他便继续道:“我很认同山总说的一句话,说远芯要迅速打开局面,就必须要使远芯国际化。”

“山总站的高度不一样,他考虑的是远芯国际化,我现在就只想着怎么才能把手机国际化。”

段勇平说着笑了笑:“我斗胆说一下,远芯作为半导体企业的名字很好,但具体到产品上……确实不是很适合推广。”

这时万永亮望向他:“你的意思是重新注册个商标?”

“是的,万总。”段勇平点头:“趁第二部手机还没开模,马上采用一个全新的,具有国际化气息的商标,在宣传上请国际著名影星代言、合作;在包装上力求精美,要有科技感,让用户恨不得买椟还珠;在推广中,要竭力表现出对其他品牌的蔑视,不是‘和进口货一样’,而是‘摩托西门子算啥?’;在口号上,我们要想出一句能够脍炙人口的广告语……”

“总之,要进行差异化宣传。”

段勇平说完后闭上了嘴巴,然后神色极为复杂地看了苏远山一眼。

——这一炮,是苏远山让他开的,甚至……连“弹药”都有很多是苏远山提供的。

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