Decrypt paint brand promotion way on four types of network marketing

目前的建材行业，从陶瓷、涂料、门、地板等行业的营销变化看，已经有不少企业引进了网络营销，尤其是网络广告、搜索引擎营销、新闻传播、网络活动营销等手段。

但对于企业的品牌推广和重点产品推广方面，如何清晰地了解推广思路、把握整个推广过程，并且能够随时考量推广效果，尤其是反应到销售方面的效果，估计不仅是营销策划机构一直在解决的问题，而且也是企业最愿意看到的量化结果。

在赢道顾问从事陶瓷营销、涂料营销、地板营销及其它细分建材领域的营销推广时，如果处于赢道顾问所建立的“三阶段”中第二阶段，一般会为建材企业的品牌推广和产品推广划分成两大模块，然后围绕每个模块设计推广策略和创意。 而这其中又分为独立的网络推广、协同地面市场活动的推广两部分。

第一模块：品牌定位与推广，也即确立企业品牌的行业定位和专注细分领域，以公益活动、企业品牌故事、百万博客、品牌消费族群主题漫画传播为主要推广手段

第二模块：产品定位与推广，以产品的知识营销、事件营销、活动营销、促销活动网络支持、产品消费族群主题漫画传播为主要手段，

两模块的推广渠道，一般都涉及到了网络媒体、网络论坛、社群网站、IM工具、网络博客、电子邮件等六种，推广内容主要以新闻、评论、帖子、博客日志、IM短信息、电子报、动漫/图片、网络专题、网络视频等九种形式为主。 在飞信、手机等无线渠道方面，目前尚未进行专门的运作。

第一模块的品牌推广中，要为企业品牌找准专注市场的行业定位，围绕这种定位设计具体的创意，比如整个陶瓷领域，也可能是细分到玻化砖、抛光砖、健康石材、天然石材等领域;而涂料领域，则可能是整个涂料市场，也可能细分到环保涂料、健康涂料、儿童漆等，主要是依据企业在某个细分行业和市场上的技术实力、产品实力和现有规模、发展规划，以便判断。

品牌故事，也即为企业塑造1—3期故事，品牌故事的设计和内容也是有专门的策划，投放的时间、选择的发布渠道等，也都有针对性的安排。 一般来讲，品牌故事有这样几种路线，赢道顾问用得比较多。 第一种是以企业的成长为背景，从一个成长故事中突出企业的奋斗、拼搏、勇气、智慧，传播品牌精神，打动人;第二种品牌故事以“爱情·婚姻·家”为背景，植入陶瓷、涂料、地板、门或其它家居建材的品牌信息和产品信息，感动人;第三种则可能是以装修为题材，涉及选材、装修、监理等，植入品牌信息和产品信息，吸引人。 还有其它一些方式，这里就先不提及。 Maybe the way some planners understand, but specific to the content of quality, publishing, media mix, timing of ingenious, may not achieve the best results. In particular, to achieve the effect millions of audience, nor does the operation of institutions in General.

"Millions of blogs", it is an advocate of enterprises selected, or General Manager, or a representative character, creating 1 million-level visits, through personal blog creation a friendly, professional, depth, high-end image, through personal image delivery and enhance the corporate image. At the same time borrow blog channel communication products and promotions that affect people's buying interest and Word-of-mouth communication and creating a record, leading building material industry. At present, the win Road Advisor under the enterprise's specific needs help building the enterprise blog and advocacy blog, in shaping the audience quantity also have different quantity requirements, 30 000, 50 000 and 100 000, even 200 million, there are different enterprises. You can see that the blog influence not only got the personal recognition, but also at the enterprise level, their marketing value also there is a certain degree of recognition.

"Enterprise consumption groups topics comics communication" is the enterprise's current mainstream consumers to shape an image, gives a meaning to refine a the label, form a similar consumer a sense of belonging to vivid cartoon form.

While the activities you will need around Enterprise overall plan to do, no matter what kind of activities that will provide innovative, able to attract and impress people network communication strategy to expand the activities of consumer impact and social influence.

Overall, the implementation of the above policy, the enterprise within half a year to directly influence the audience will reach 400 000 or more, you can even reach millions more as is built on accurate dissemination based Pan transmission, and is based on the sales activities of brand awareness and reputation enhancement on Enterprise channel construction, promotion and marketing activities can play a very significant impact on the income generated, you follow the 5 x zoom, the chance of the examination is also very impressive.