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安麗整合公關促銷 計畫 PowerPoint PPT Presentation


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安麗整合公關促銷 計畫. 壹、策略前思考 一、企劃前提 二、環境分析 三、SWTO 分析. 一、企劃前提 安麗日用品股份有限公司於 1982 年在台灣成立分公司,為國內歷史最悠久、組織最龐大、體制最健全的直銷公司 ,並持續以推動國內直銷業市場的健全發展為己任,故被各界所推崇,享有國內直銷業中的龍頭地位。. 但近二年來,適逢國內經濟不景氣以及眾多業者加入直消行業,市場競爭激烈;而少數不肖業者不實行為,亦對直銷造成負面的影響。 此次,安麗公司希望尋找合適的促銷企劃,作好溝通傳播的工作,以爭取整體的競爭優勢。.

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安麗整合公關促銷 計畫

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SWTO


1982



XX


()

(700200)

500

()


(Internet)


(700200)

81 700 200 10


81 86 5 2 84 30% 86 1/3 2/3 15%


500

520 6


(

)

84



60% 70%


( Internet

...)

(Internet)(Intranet)Amnet


()




ISO



()

()


1. (Amway)

1982

53 19

300


1987

()

15


2. (Nu Skin)

1990

85

43

53%


(

)


3. (Forever)

1987

40 13


4. (Mary Kay)

23%


(Make it simple)

()


5. (Double Crane)

1987



15 % 53% 23%


SWOT

(Opportunities)

(Threats)

(Strengths)

(Weaknesses)


(Opportunities)


(Threats)

()


(Strengths)


(Weaknesses)

19



-- 1.

2.

3.

4.

-- 1.

2.

3.


21


21


;


:

()

()


()

()


1. 25-40

2. 18-24

3. 41-55


1.


2.

Hero Product

()

Markering Communication


/

1998


.

~~


()

--

--

-- XX XX

-- 1.

2.

3.

4.


--

--

-- XX XX

-- 1. 15

2.

3.

4.


--

--

-- XX XX

-- 1.

2.

3.

4.


--

--

-- XX XX

-- 1.

2.

3.


()

--

--

-- XX XX

-- 1.

2.

3.

4.


()

-- 1998

--

-- XX XX

-- 1.

2.


()

()

()

()


()

:

:XXX


:

()

:


()

:

:XXX

:

:TVBS

: 1.

2. 10-15


()

:

:XXX

:

()

()

(TVBS WINDOW

)


: 1. ()

2. //

3.


()

:

:XXX

:

: 1.

2.

:



:

:XXX

: ()

: ()


()


()

TVBS

U2


()

1.


2.


3.


4.


5.


6.


7.


8.


()


()

1.

:


...



2.

...


()

1.

A.

B.

C.

D.

E.

F.


2.

PR


3.


() (:

...)

() (:

...)

()

()

()

()


1.

2.

3.

4.

5

156

156

1510

600

660

150

100

1666



1.

2.

3./


4.

5.


() ()


(CONTACT REPORT)

24

1.

2.

3.

4.

5.


(MONTHKY REPORT)

10


(REGULAR MEETING)

2




//

NT$ 6,000

NT$ 4,500

NT$ 3,500

NT$ 2,800

NT$ 2,200

NT$ 800


17.65



5


4

4

4

3

3

2

4

24

2,200

2

2

1

1

3

2

11

2,800

1

1

0.5

0.5

2

1

6

3,500

1

0.5

0.5

1

1

4

4,500

0.5

1

0.5

2

6,000

7

9

6

5

10

2

8

47

--

52,800

30,800

21,000

18,000

12,000

134,600

5


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