金牌文案：文案策劃與活動執(zhí)行

目 錄

CONTENTS

第1章 *文案必備的兩大要素

1.1 戰(zhàn)略意圖··························································004

1.1.1 搶占市場，快速拉升市場占有率 ························004

1.1.2 穩(wěn)定市場，與對手劃清范圍 ································006

1.1.3 壟斷市場，狙擊新的參與者 ································007

1.1.4 騰訊“彈指間，心無間”文案的意圖是什么 ·····009

1.1.5 阿里巴巴“雙11”狂歡節(jié)文案大分析 ················011

1.2 戰(zhàn)略滲透··························································013

1.2.1 給用戶傳達什么感受 ···········································013

1.2.2 提供什么類型的內(nèi)容 ···········································015

1.2.3 用什么樣的表達方式 ···········································017

1.2.4 神州專車是如何改變策略的 ································019

第2章 活動執(zhí)行的三大核心

2.1 投入預(yù)算··························································022

2.1.1 人員開支 ·······························································022

上篇

文案與活動

執(zhí)行核心戰(zhàn)

略分析

VIII

2.1.2 物料開支·······························································023

2.1.3 圣誕節(jié)文案···························································025

2.2 渠道分發(fā)··························································027

2.2.1 現(xiàn)場參與者參與活動 ···········································027

2.2.2 媒體、網(wǎng)站、自媒體報道····································029

2.2.3 APP、鏈接等成交引導(dǎo) ········································030

2.2.4 影響千萬人“逃離北上廣”的分發(fā)方案·············031

2.3 產(chǎn)出分析··························································033

2.3.1 需要產(chǎn)生多大的影響力········································033

2.3.2 需要產(chǎn)生多少直接成交額····································035

2.3.3 麥當(dāng)勞告訴你，為什么負(fù)產(chǎn)出不再有效·············037

中篇

企業(yè)經(jīng)營不

可或缺的8

種文案

第3章 新品牌塑造文案

3.1 品牌五大核心 ··················································042

3.1.1 價值觀：產(chǎn)品為何而存在····································042

3.1.2 愿景：惠及每一個人 ···········································043

3.1.3 知名度：多渠道推送 ···········································045

3.1.4 美譽度：產(chǎn)品品質(zhì) 企業(yè)靈魂····························047

3.1.5 忠誠度：無以取代的理由····································049

3.2 品牌傳播··························································051

3.2.1 不是所有的牛奶，都叫特侖蘇 ····························051

3.2.2 以免費搶占市場的奇虎公司································053

第4章 新品推介文案

4.1 產(chǎn)品的核心優(yōu)勢總結(jié)········································057

4.1.1 迭代性：比上一款，優(yōu)在哪里 ····························057

4.1.2 有利益對比，讓用戶切身體會到 ························059

目 錄

IX

4.1.3 *性：新出現(xiàn)的概念或功能 ····························060

4.2 推介文案··························································062

4.2.1 小米是如何發(fā)布一款新手機的 ····························062

4.2.2 為什么錘子手機要拿友商說事 ····························064

第5章 主動進攻性文案

5.1 對手分析··························································068

5.1.1 對手弱點匯總分析 ···············································068

5.1.2 對手弱點的核心 ···················································069

5.1.3 對手強項匯總分析 ···············································071

5.1.4 倒下的大黃蜂，撤離的優(yōu)步 ································073

5.2 布局實施··························································074

5.2.1 發(fā)動*波文案攻擊 ···········································074

5.2.2 加多寶犀利文案進攻王老吉 ································076

第6章 被動反擊性文案

6.1 自我分析··························································080

6.1.1 自我弱點匯總分析 ···············································080

6.1.2 自我弱點的核心 ···················································082

6.2 反擊方法··························································083

6.2.1 長攻短法：以己之長，攻其之短 ························083

6.2.2 包抄法：避開小爭議，直攻大營 ························085

6.2.3 引導(dǎo)法：主動將話題引向不利于對方的地方 ·····086

6.2.4 斷臂法：舍棄弱項，開辟新戰(zhàn)場 ························089

6.2.5 阿里巴巴反擊*，眾友商湊熱鬧 ····················091

第7章 價格戰(zhàn)文案

7.1 比價策略··························································095

7.1.1 我方價低，則比價格 ···········································095

7.1.2 我方價高，則比服務(wù) ···········································097

7.1.3 以我優(yōu)品類，比對方劣品類································099

7.1.4 以我大品類，比對方小品類································101

7.1.5 無品類可比，比小特色········································102

7.2 比價文案··························································104

7.2.1 1 號店VS *商城 ·············································104

7.2.2 驢媽媽出手，終結(jié)旅游文案作戰(zhàn) ························106

第8章 市場調(diào)查文案

8.1 調(diào)查要素··························································109

8.1.1 調(diào)查目的：為了哪個要點而調(diào)查 ························109

8.1.2 調(diào)查對象：樣本的數(shù)量及地域、群體是否均勻 ··· 111

8.1.3 調(diào)查形式：通過何種方式去調(diào)查 ························ 112

8.2 調(diào)查文案··························································114

8.2.1 如何設(shè)計一份調(diào)查問卷 ········································ 114

8.2.2 如何分解階段性的進度 ········································ 116

8.2.3 如何對調(diào)查預(yù)算進行分配 ···································· 118

8.2.4 如何寫一份調(diào)查總結(jié)報告 ···································· 119

第9章 市場管理文案

9.1 管理文案要點 ··················································122

9.1.1 經(jīng)營主題·······························································122

9.1.2 經(jīng)營背景·······························································123

9.1.3 文案類目·······························································125

9.2 管理文案實戰(zhàn) ··················································127

9.2.1 如何寫一個企業(yè)經(jīng)營制度文案 ····························127

9.2.2 如何寫一個企業(yè)經(jīng)營業(yè)務(wù)推廣文案 ····················129

9.2.3 如何寫一個企業(yè)產(chǎn)品介紹文案 ····························131

9.2.4 如何寫一個客戶關(guān)系管理文案 ····························132

第10章 企業(yè)合同文案

10.1 合同性文案 ····················································135

10.1.1 合同的八大要點 ·················································135

10.1.2 起草文案人立場分析 ·········································136

10.1.3 購銷合同文案 ·····················································138

10.1.4 業(yè)務(wù)合同文案 ·····················································140

10.2 企業(yè)第三方文案 ·············································142

10.2.1 第三方與甲方、乙方 ·········································142

10.2.2 企業(yè)投標(biāo)文案 ·····················································143

10.2.3 企業(yè)代理文案 ·····················································145

第11章 危機公關(guān)文案

11.1 危機公關(guān)分析 ·················································148

11.1.1 事件起因 ·····························································148

11.1.2 造成影響 ·····························································149

11.1.3 爭議點 ·································································150

11.1.4 機會點 ·································································152

11.1.5 鎖定危機公關(guān)目標(biāo) ·············································153

11.2 公關(guān)要點 ························································154

11.2.1 澄清與回應(yīng)關(guān)于這起事件 ··································155

11.2.2 爭取權(quán)威人物、媒體支持 ··································156

11.2.3 通過線下、網(wǎng)絡(luò)對機會點進行披露 ···················157

第12章

新品牌塑造，如何傳播核心價值

12.1 價值傳遞策略 ················································162

12.1.1 價值不等于價值觀 ·············································162

下篇

活動策劃與

執(zhí)行主要類

型與步驟

12.1.2 前期強調(diào)價值，后期強調(diào)價值觀 ······················163

12.1.3 避免高大上，用戶要的是“接地氣”···············164

12.1.4 淘寶= 便宜實惠；LV= 奢侈品··························165

12.2 新品牌上市，籌備一場新品發(fā)布會 ················167

12.2.1 先求精致，再求規(guī)格，后求規(guī)模 ······················167

12.2.2 創(chuàng)始人演講風(fēng)格、內(nèi)容安排 ······························168

12.2.3 確認(rèn)嘉賓屬性，對口優(yōu)于對牌 ··························169

12.2.4 確認(rèn)媒體屬性，區(qū)域、權(quán)威兩手抓 ··················170

12.2.5 媒體分發(fā)渠道多元化，融合主流與非主流 ·······172

12.2.6 羅永浩如何轉(zhuǎn)行推錘子手機的 ··························173

第13章 新品上市，如何虎口奪食

13.1 新品搶占市場策略設(shè)計 ··································175

13.1.1 SWOT 分析，直擊競品軟肋······························175

13.1.2 采取1 2 階段進攻策略，主攻與側(cè)攻相結(jié)合···176

13.1.3 在區(qū)域性主流媒體、電臺、自媒體投放廣告 ···178

13.1.4 進小區(qū)推“免費贈”活動，積累人氣···············179

13.1.5 “買大送小”優(yōu)于打折······································180

13.2 物料、人員儲備·············································181

13.2.1 成立專項活動組，負(fù)責(zé)人帶隊或督辦···············182

13.2.2 前期高提成、重獎勵，拉動內(nèi)部活力···············183

13.2.3 設(shè)置*預(yù)算與*預(yù)算··································184

13.2.4 短期高舉高打模式，高頻投放廣告 ··················185

13.3 新品上市執(zhí)行中的核心細節(jié)匯總····················186

13.3.1 專項活動組負(fù)責(zé)人權(quán)責(zé)統(tǒng)一 ······························186

13.3.2 業(yè)務(wù)談判組，前期放權(quán)要大 ······························188

13.3.3 為執(zhí)行人員做好任務(wù)分解，有數(shù)據(jù)有方法 ·······189

13.3.4 設(shè)立地推人員后期保障機制 ······························190

13.3.5 神秘的蘋果新品推廣部門··································191

第14章 借力促銷，開展價格戰(zhàn)

14.1 價格戰(zhàn)執(zhí)行中的應(yīng)變策略 ······························194

14.1.1 設(shè)立止損線，賠本生意做不得 ··························194

14.1.2 對手緩緩跟進，啟動“折上折”預(yù)案 ···············195

14.1.3 對手強勢跟進，建立價格底線同盟 ··················196

14.1.4 設(shè)立預(yù)售、會員等先收費機制 ··························197

14.2 12大促銷方法 ················································199

14.2.1 滿額促銷：滿1萬元送價值5 000元家具一套 ···199

14.2.2 會員式促銷：會員88折，全網(wǎng)底價 ·················201

14.2.3 特定周期促銷：周一單品半價 ··························203

14.2.4 抽獎式促銷：今天購買就有可能抽得蘋果iPhone7

大獎 ····································································205

14.2.5 優(yōu)惠券促銷：下次再來，即減現(xiàn)金99元 ·········206

14.2.6 時事熱點促銷：奧運期間，全網(wǎng)9折 ···············208

14.2.7 臨界點促銷：新品上衣，99元封頂 ·················210

14.2.8 主題性促銷：母親節(jié)特價，全場88折 ·············212

14.2.9 公益性促銷：每消費100元，即為希望工程

捐1元 ·································································214

14.2.10 組合促銷：購?fù)晡餮b，領(lǐng)帶半價 ····················216

14.2.11 捆綁式促銷：買手機，送三大配件 ·················217

14.2.12 承諾性促銷：7天無條件退款退貨 ·················220

14.3 促銷過程中，臨門一腳成交技巧 ····················221

14.3.1 直接請求法 ·························································222

14.3.2 假定成交法 ·························································223

14.3.3 二選一成交法 ·····················································224

14.3.4 優(yōu)惠成交法 ·························································225

14.3.5 拒絕成交法 ·························································226

14.3.6 小點成交法 ·························································227

14.3.7 欲擒故縱法·························································228

第15章 產(chǎn)品質(zhì)量問題，危機公關(guān)活動策劃

15.1 啟動應(yīng)急產(chǎn)品預(yù)案 ·········································231

15.1.1 *時間下架涉案產(chǎn)品······································231

15.1.2 本產(chǎn)品有關(guān)的關(guān)聯(lián)宣傳全部撤出 ······················232

15.1.3 安排產(chǎn)品召回或處理特殊通道 ··························233

15.2 啟動公眾回應(yīng)預(yù)案 ·········································234

15.2.1 對外公布進度，指定*授權(quán)發(fā)言人···············235

15.2.2 瑕疵優(yōu)先原則，*時間承認(rèn)服務(wù)有瑕疵 ·······236

15.2.3 盡一切努力與受損當(dāng)事人達成一致 ··················238

15.2.4 引入權(quán)威人物，對爭議點進行回答 ··················239

15.2.5 安排媒體，進行事中專訪、事后回訪···············240

15.3 9大事件，看不同的公關(guān)姿勢·························242

15.3.1 上海“鏈家事件”，創(chuàng)始人的回應(yīng) ··················242

15.3.2 百度“魏則西事件” ·········································245

15.3.3 和頤酒店“女子遇襲”事件 ······························247

15.3.4 三星“爆炸門” ·················································249

15.3.5 一汽—大眾奧迪“被泡”72 小時危機公關(guān) ······251

15.3.6 滴滴出行與印度牙醫(yī)LOGO 撞車 ·····················252

15.3.7 攜程“癱瘓門” ·················································254

15.3.8 三里屯優(yōu)衣庫試衣間不雅視頻 ··························256

15.3.9 38 元天價蝦，一座城市的危機公關(guān) ·················259