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2016母親節上億商機哪裡搶?
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2016母親節不能說的秘密商機在這裡!如何有效挖掘新品商機、杜絕負面消息?資本額從10萬到1億的企業行銷人員都可以輕鬆上手的好工具!
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2016母親節上億商機哪裡搶?
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2016母親節 by 上億商機哪裡搶?
2.
新聞訊息滿天飛, 該如何搶下這些商機? 機會在哪裡?
3.
只靠剪報和google?不夠方便、不夠快 先透過輿情蒐集系統了解大方向 需要新方法
4.
最多人討論、搜尋的禮物依序是蛋糕、大餐、康乃馨、保養品和家電 不過通常只得到粗淺的關鍵字與聲量排行榜 無法完全解析商機… 12345 資訊再多一點 • 資料來源:Dataa大數據研究中心 • 文字探勘期間:2016/4/20~4/30 •
探勘頻道:總計646個新聞媒體、 PTT、臉書、部落格
5.
Hinet 51% PChome新聞 2% 中央社 6% 中時電子報 即時新聞 2% 中廣新聞網 3% 民視新聞 0% 自由時報 6% 東森新聞雲 10% 新浪網 5% 蕃新聞 0% 聯合新聞網 4% 蘋果日報 11% 哪個媒體母親節期間刊登最多廣告?最懂得營造買氣? 各家媒體的母親節廣告發酵了幾天?有多大討論效益? 資訊再多一點 身為拓展市場、開發新品的行銷企劃人員 你還想知道更多元的輿情情資… 才能充分評估市場現況與消費風向! • 資料來源:Dataa大數據研究中心 • 文字探勘期間:2016/4/20~4/30 •
探勘頻道:總計646個新聞媒體、PTT、臉書、 部落格 0% 20% 40% 60% 80% 100% 4月20日 4月21日 4月22日 4月23日 4月24日 4月25日 4月26日 4月27日 4月28日 4月29日 4月30日 Hinet PChome新聞 中央社 中時電子報即時新聞 中廣新聞網 民視新聞 自由時報 東森新聞雲 新浪網 蕃新聞 聯合新聞網 蘋果日報
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但了解大環境≠了解顧客 要為新產品找到對的市場與定位 還必須掌握目標顧客的輪廓、實際消費行為 透過目前最新的行動調查App 深入追查輿情資訊背後發生的原因與代表意義 資訊再深一點
7.
0.0 5.0 10.0 15.0 20.0 25.0 但媽媽最不想收到的禮物是養生食品與蛋糕 百分比 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 15~19歲 20~29歲 30~39歲
40~49歲 50~59歲 60~64歲 最近3年,30~59歲民眾禮物預算增加幅度最高 增加 減少 不知道 透過問卷設計, 進一步深度挖掘顧客想法和輪廓,再交叉分析找出行銷關鍵點! 才發現:大家要送的禮物~蛋糕,卻是媽媽不想收到的禮物! 資訊再深一點 • 資料來源:EZchoice • 調查期間:2016/4/24~5/4 • 調查樣本:1796位15歲以上民眾 (含509位媽媽) 1. 康乃馨 12% 2. 蛋糕 24% 3. 大餐 28% 4. 花束 8% 5. 禮品/禮盒 10% 6. 親手作藝品 或卡片… 7. 什麼都不送 1% 8. 還沒決定 13% 9.其他 1% 今年子女最想送的禮物是大餐和蛋糕
8.
因為深入研究分析,才知道… • 儘管網路購物平台發達,大家在挑選、下單的購物通路竟還是以一般實體通路為主。所以實體店面只要產 品品質好、價格公道,仍有無可取代的價值。 • 但即使網路平台不是民眾首選的購物管道,有25%的民眾卻會將「產品的網路評價」列為挑禮的第二重要參 考依據,其中又以15~29歲的民眾最注重。所以即使沒有透過網路銷售,產品在網路的口碑、形象經營仍 馬虎不得。 0.0% 50.0% 100.0% 150.0% 200.0% 250.0% 300.0% 1.
廣告印象 2. 親友推薦 3. 網路搜尋評 論 4. 專櫃/店家介 紹 5. 價格是否實 惠 6.其他 最多人挑禮參考首選是價格,年紀越大越重視 15~19歲 20~29歲 30~39歲 40~49歲 50~59歲 60~64歲 65歲以上 0.0% 50.0% 100.0% 150.0% 200.0% 250.0% 300.0% 1. 百貨公司 2. 大賣場 3. 一般實體店面 4. 網路商城 5. 產品品牌官網 實體店面是最常挑選購買禮物的通路 15~19歲 20~29歲 30~39歲 40~49歲 50~59歲 60~64歲 • 資料來源:EZchoice • 調查期間:2016/4/24~5/4 • 調查樣本:1796位15歲以上民眾(含509位媽媽) 資訊再深一點
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