康柏與光綜合傳播預算及活動編排(ppt 60頁)

康柏與光綜合傳播預算及活動編排目錄:
一、品牌傳播
二、戶外廣告
三、促銷活動
四、康柏和光網頁和網絡廣告
五、公關活動
六、渠道活動

康柏與光綜合傳播預算及活動編排內容提要：
活動的總體感覺
從消費者身上所感覺到的：
促銷現場中最熱心參與者是13-18歲的學生（其中1/3的學生已有購買電腦的打算，特征是有家長陪同），目標對象十分清晰。
The most interested participators on the spot are 13-18 year old students (1/3 of them already had the decision of buying a computer with their parents accompanied), so the target consumer is very clear to us.
消費者（學生家長）的品牌鑒別能力很低，他們往往提前收集各個品牌的宣傳品，希望通過比較來進行選擇。但是比較的結果是不再相信自己的判斷力，最後隻能是求助於周圍的“專家”或自己的孩子。
The consumer (parents of student) usually has no idea about the kind of different of brands, so they could collect all propaganda materials for comparison. After brands comparison, they usually got more and more confused and could not believe the judgment of themselves. At the end they can only ask the “experts” or their child.
學生一般對於自己的電腦知識和使用電腦的能力比較自信。表現是他們更積極的上機操作，而家長則更認真的聽講座。
Students seems have much confidence about their computer knowledge and skill for they have strong interest to practice, but their parents are willing to take the lecture.
學生最在意的是電腦的配置（高級不高級）和外觀（帥不帥）,他們很少在意產品的價格；家長則注重產品的價格、質量（使用壽命） 、售後服務（壞了是否能及時方便地得到維修）以及未來的升級和更新換代問題。
Students care more about the function and appearance but not the price, and parents always care about the price, quality (operate live), service (repair service) and the possibility of upgrade and renewal.
家長的疑慮是：宣傳的真實性（是否真的像宣傳的那麼好？）和使用性（孩子是否能夠充分開發電腦的大部分功能？）還是孩子隻是把電腦當成遊戲機使用。
Worries of parents: the truthfulness (is it good as it is said?) and practical (could my child develop most of the computer’s function or it is only a game computer?) of the advertising.
購買康柏和光電腦時的憂慮：聯合品牌是否會降低產品的質量？零售店是否值得信賴？
Worries of Compaq Dawncom computer purchase: “Did the quality of unit-brand is as good as Compaq?” and “Can I trust in the retail store?”.
消費者認定康柏產品仍然為國產品牌，因此他們認為價位太高。
Consumer thought that Compaq Dawncom were local brand and hence are price were so high.
聯想電腦對我們的品牌形成很強的競爭力。
Legend always have strong competition to our brand activities.
兩次促銷活動的方法對消費者都有吸引力，但它還不足以刺激顧客決定購買我們的產品。
Consumer preferred both two promotion mechanics, but it not strong enough to stimulate consumers to select Compaq Dawncom.
廣告對促銷活動有很大的影響，希望盡可能多的投放廣告以支持銷售。
Media support plays an import role in our sales promotion, more advertisement bring more sales.

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