伊利CRM平臺上線推廣方案

1、伊利CRM會員營銷項目伊 利 CRM 平 臺 上 線 推 廣 方 案 明確本次提報的任務(wù)拉新轉(zhuǎn)化吸引注冊重復(fù)購買01.行業(yè)CRM平臺分析03.傳播主張及策略02.伊利CRM平臺價值梳理04.內(nèi)容及運營規(guī)劃IndustryPlatform valueCommunication strategyCreative content完成任務(wù)的四大版塊CONTENTS行業(yè)CRM平臺分析Industry蒙牛-特侖蘇名仕匯(社區(qū)），有名無實內(nèi)容以促銷為主，獎勵以積分為主，會員以水軍為主，體驗以投訴為主光明-隨心訂會員，隨心不遂心電商促銷屬性大于會員服務(wù)屬性以優(yōu)惠促銷為直接手段的CRM平臺缺活力，無歸屬會員利益

2、延展信息千人千面服務(wù)創(chuàng)造黏性對新媽媽生活的溝通引導(dǎo)從人群需求的出發(fā)，通過內(nèi)容建立情感鏈接參考相關(guān)行業(yè)會員-雀巢-巢媽團從隨性的買買買有歸屬感的買買買參考相關(guān)行業(yè)會員-星巴克-星享俱樂部伊利CRM平臺如何觸發(fā)目標人群內(nèi)心深處的注冊（購買)欲望?思考人群分析自身分析品牌分析伊利CRM價值定位酸奶專區(qū)低溫基礎(chǔ)酸奶低溫酸奶常溫高端UHT酸奶乳酸菌飲料兒童酸奶風(fēng)味牛奶白奶專區(qū)常溫基礎(chǔ)白奶高端白奶零乳糖奶兒童奶消費者在京東電商平臺購買最多的為高端奶銷量No.1銷量No.4銷量No.2銷量No.3銷量No.500后學(xué)生群體占比最大90后初入職場80后家庭群體TGI最高職業(yè)狀態(tài)企業(yè)白領(lǐng)占比最高(含初入職場)職

3、業(yè)狀態(tài)學(xué)生群體TGI最高人生階段已婚已育群體占比及TGI均最高銷量決定消費人群結(jié)構(gòu)綜上，我們的目標人群確定為三類人群家庭女性財務(wù)相對自由注重生活品質(zhì)居家生活、孩子教育一手抓初入職場人生艱難時期但依然希望給戀人最好的學(xué)生生活富足追求個性自由和炫酷生活她們的角色在都發(fā)生著變化家庭女性初入職場學(xué)生群體從“管理個人生活”到“管理家庭生活”從“關(guān)心自己”到“關(guān)懷他人”從“被家人管理自我管理”但她們是互聯(lián)網(wǎng)土著族即使角色在變，活力之心不變中學(xué)時代的那種叛逆，大學(xué)時代那種單純，初入職場的那種興奮，已為人母的那種幸福家庭女性初入職場學(xué)生群體真誠的優(yōu)惠、特殊的權(quán)益、貼心的內(nèi)容服務(wù)家庭生活幫手親子教育活動戀愛追星

4、追星炫酷表達基礎(chǔ)需求情感需求她們的“活力之心激發(fā)點”有所不同伊利品牌正需要這樣一個將“活力”概念真正的落地體驗、聚合平臺目前更多是“活力”概念的發(fā)布，而非觸發(fā)，缺乏詮釋活力生活的真正體現(xiàn)平臺伊利CRM打通伊利資源，為不同人群鏈接不同的活力元素基礎(chǔ)需求積分商城會員中心情感鏈接會員特惠參觀工廠明星見面新鮮品嘗個性定制獨家IP體驗限量周邊跨界增值特權(quán)家庭女性家庭生活幫手親子教育活動初入職場戀愛追星學(xué)生群體追星炫酷生活伊利家，活力生活俱樂部拉新轉(zhuǎn)化創(chuàng)意視頻互動活動口碑發(fā)酵標簽管理功能增設(shè)活動創(chuàng)新一、創(chuàng)意視頻-立體化展現(xiàn)伊利家價值利益視頻創(chuàng)意思考傳遞利益:三倍積分，五倍購買力，共享明星IP資源，伊利活力

5、不玩虛的視頻形式:采用具有吸睛的、涵蓋信息全面的、迎合騰訊用戶風(fēng)格的快閃視頻視頻調(diào)性:活力、年輕、大氣Time (勿刪)Are0.4se7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2

6、EF94857BB96E96487FA84346DE9B4FAF86CB739Time (勿刪)you0.4+0.5=0.9e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF948

7、57BB96E96487FA84346DE9B4FAF86CB739readyTime (勿刪)0.9+0.44=1.34e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF9485

8、7BB96E96487FA84346DE9B4FAF86CB739GOTime (勿刪)1.34+0.44=1.78e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

9、96E96487FA84346DE9B4FAF86CB739接下來Time (勿刪)1.78+0.42=2.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E

10、96487FA84346DE9B4FAF86CB739Time (勿刪)2.2+0.4=2.6帶你了解e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E9648

11、7FA84346DE9B4FAF86CB739Time (勿刪)2.6+1=3.6伊利超Diao的會員權(quán)益e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96

12、487FA84346DE9B4FAF86CB7398.23+0.6=8.83Time(勿刪)三倍積分e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB317

13、4949350BD2.57+0.53=3.1Time(勿刪)e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533

14、5941818B49350BD五倍購買力8.83+0.44=9.27Time(勿刪)伊利積分商城e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749

15、49350BD9.27+0.33=9.6Time(勿刪)活力e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533

16、5941818B49350BD9.6+0.27=9.87Time(勿刪)不玩虛的e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533594

17、1818B49350BD6.7+0.97=7.67Time(勿刪)這還不夠e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533594181

18、8B49350BDTime (勿刪)8.1+1.4=9.5e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB73

19、9四場周杰倫演唱會Time (勿刪)7.6+0.5=8.1e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB73

20、9Time (勿刪)8.1+1.4=9.5e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB739十場明星見面會

21、Time (勿刪)8.1+1.4=9.5王凱生日會高圓圓見面會BABY張亮李晨李晨黃景行e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA8434

22、6DE9B4FAF86CB739Time (勿刪)7.6+0.5=8.1e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FA

23、F86CB739你中意的明星都在這里Time (勿刪)9.5+2.1=11.6沒完還有酷炫IP周邊產(chǎn)品e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E9648

24、7FA84346DE9B4FAF86CB739Time (勿刪)13.7+1.8=15.5同時這個夏天為家庭人群定制e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

25、96E96487FA84346DE9B4FAF86CB739Time (勿刪)17.4+0.5=17.9俄羅斯之旅e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB9

26、6E96487FA84346DE9B4FAF86CB739Time (勿刪)18.4+0.5=18.9呼倫貝爾親子游e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

27、96E96487FA84346DE9B4FAF86CB73913.5+0.27=13.77Time(勿刪)差點忘記e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A3878

28、9ABB3174949350BD13+0.5=13.5Time(勿刪)給寶寶e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31

29、74949350BD13.77+0.33=14.1Time(勿刪)準備的禮物e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31

30、74949350BDTime (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA843

31、46DE9B4FAF86CB739Time (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B

32、4FAF86CB739Time (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86

33、CB739Time (勿刪)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB7391

34、0.53+0.4=10.93Time(勿刪)講個重點e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949350BD9.

35、6+0.27=9.87Time(勿刪)現(xiàn)在加入伊利活力俱樂部e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949350

36、BD9.6+0.27=9.87Time(勿刪)享入會、首購雙重大禮e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949

37、350BD9.6+0.27=9.87Time(勿刪)有伊利，綻活力e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949

38、350BD另外，我們還準備了一只微電影視頻創(chuàng)意好閨蜜秘密篇場景一：她家怎么這么有錢？時尚女： 我兒子每天一瓶安慕希，看他那嘚瑟樣？（兒子拿著小豬佩奇公仔喝奶 嘚瑟照） 看我給他買的保時捷，漂亮吧？ 上周我?guī)チ撕魝愗悹柎蟛菰?，玩得可開心啦！手機響起，時尚女接電話出門，探頭反轉(zhuǎn)： 9月的同學(xué)會我就不去了，我和我老公要一起去澳門參加周杰倫演唱會珠圓女：哎呀，你們這么有錢!（做諂媚羨慕狀）時尚女調(diào)皮地擠擠眼，關(guān)上門。珠圓女收住表情。腦大珠圓的胖女人來到時尚精致的瘦女人的家，時尚女打開相冊向珠圓女炫幸福場景二：不可能，一定有秘密!珠圓女繼續(xù)瀏覽相冊（急速、嫉妒狀），呈現(xiàn)四張照片： 兒子騎自行車照、背

39、包上學(xué)照、充氣浴池洗浴照、手持航模照珠圓女思量他們兩口收入，一臉迷惑?！安豢赡?，一定有秘密！”，珠圓女環(huán)視房間墻面，眼光落在墻上兩張照片上（兒子喝安慕希照和兩口子高圓圓簽名T恤照）。珠圓女恍然大悟，急速打開電腦，快搜伊利活力俱樂部，堅決點擊，畫面呈現(xiàn)： 入會禮 會員禮 尊享禮 發(fā)現(xiàn)閨蜜的幸福都在這里，她與幸福只有一張會員卡的距離，做開心狀。場景三：一起做會員，才是好閨蜜珠圓女立即開卡。時尚女開門，珠圓女秀伊利會員卡，一副得意樣。時尚女抱住珠圓女，甜甜地親一口：“都是會員，我們就可以一起去看演唱會啦！”場景四：落版有伊利 綻活力現(xiàn)在就加入伊利活力俱樂部記得叫上你的閨蜜喲！二、互動活動-快速吸引用

40、戶體驗伊利家H5活動策略全面:涵蓋所有伊利優(yōu)勢權(quán)益資源直接:采用明星/IP/旅游等利益直接吸睛有效：以邀請好友注冊形式激發(fā)擴散精準:對會員興趣標簽起到優(yōu)化的作用周杰倫演唱會王凱生日會高圓圓見面會明星前面罩IP周邊產(chǎn)品高溫補貼親子活動伊利家活力生活俱樂部優(yōu)惠積分你好，李秋紅我是周杰倫趕緊注冊伊利會員來取票還可獲得入會首購雙重大禮取票選你所選我正在中國好聲音錄制現(xiàn)場想邀請你參加為我助威你好，李丹我是王凱我想邀請你參加我的生日會現(xiàn)在注冊伊利會員來報名會員日更享雙倍積分報名或周杰倫演唱會王凱生日會高圓圓見面會明星前面罩IP周邊產(chǎn)品高溫補貼親子活動伊利家活力生活俱樂部優(yōu)惠積分選你所選高溫補貼-免費送冰棍

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