Ogilvy：非常时期让品牌更有意义(31页).pdf

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1、? ? ? 2020?2?27? ? ? ? ? ? ? ? ? ? WiJ 2 3 ?3? ?S?3? ?0?3?2? ? ?2? ?2?A?3? ? ?3? ?3?R? ?8? ? ? ? ? ? ? ? ? ?O? ? ? ? ?1? ?0? ?- ?0?1C? ? ?2? ? ?- ? ? ? ?- ? ? ?I? ? ?- ? ?- ?1 ?9? ? ?9? ? ? ? ?- ?1 ?1? ? ?- ? ? ? ?- ?%? ?O? ?- ? ?V? ? ? ? ?- ? ? ? D?- ? ? ?Hillier, Tony: Successful Competitive Strat

2、egies For Recession And Recovery) ?3? ? 4 ? ? ? ? ? ? ? 5 ? ? ? 162,000,000 SARS ? 6 ?4 ?S? ? A? ? ? ? ? ? ?2? ? ? ? ?A? ? ? ? ? ?,? ? ? ?0? ?0?A? ? ? ? ? ?9? ?A? 1?0? ? ? ?7? ? ? ? ? ? ? ? ?8? ?A? ?1? ?3? ?R? 7 ? ? ?A? ? ? ? 8 ? ? ? ? Crosses 100 million users 2018 200m 0 400m 600m ? ? 199802061014

3、 Data: China Internet Network Information Center; graphic by Bloomberg Businessweek. Numbers of online shoppers in millions 610.11 533.3 2 466.7 413.25 361.42 193.95 160.51 301.89 242.02 0 108 10074 600 ?:?0?8?:?1? ?1? ?2? 500 400 300 200 ? ? ? 800m ? ? ? ? ? ? ? ? 9 ? ? ? ? 12345 ? ? ? ? ? ?5 ? ?A?

4、 ? ? ? ? ? ? ? S? ? ? S? ? ? ? ? ?S? ? ? ? R? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 10 ?1?0 ? ?: USB, February 2020 ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? * 11 ? ? ? ? ? ? ? ? ? ? 12 How do we identify new occasions and behaviours to drive relevanceandtrial? How do we shift from offline-reliance toonline and d

5、elivery-based ecosystems? How do we innovate to find new ways todeliver solutions and services in linewith the new reality and newbehaviours? How do we promoteour business without being perceived as taking advantageof the situation? HOW DO WE KEEP OUR RELATIONSHIP WITH OUR CONSUMERS GIVEN THE ABSENC

6、E OF A PHYSICAL STORE? HOW DO WE EXTEND BRAND PROPOSITIONS INTO SERVICES AND CONTENT TOKEEP AUDIENCES INFORMED AND C HOW CAN WE MOVE FROM A PHYSICAL TO A VIRTUAL CONFERENCE/ MEETING/PRODUCT LAUNCH EFFECTIVELY AND S ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?/? ?/? ? ? ? ? ? 13 ? ? ? ? ? ? ? ? ? ?Ogilv