[中国经济管理大学]推荐营销硕士案例《 好记星的超限一跳》

徐老师

<table cellspacing="0" cellpadding="0" width="100%" border="0"><tbody><tr><td width="680%" height="50"><font color="#000080"><b>案例：好记星的超限一跳</b></font></td></tr><tr><td width="680%"><table cellspacing="1" cellpadding="3" width="98%" align="center" border="0"><tbody><tr><td><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span lang="EN-US"><span style="mso-spacerun:yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">好记星的超限一跳</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'"><font size="3">背景：</font></span></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span lang="EN-US">2004</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">年，好记星实现销售收入突破</span><span lang="EN-US">5.4</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">亿元，</span><span lang="EN-US">2005</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">年仅第一季度，就实现了</span><span lang="EN-US">7.5</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">亿元的销售额，全年预计销售将突破</span><span lang="EN-US">25</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">亿元。在教育电子产品</span><span lang="EN-US">(ELP)</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">行业竞争激烈的市场中，好记星脱颖而出，靠的就是它所采用的超限营销策略。所谓的超限营销策略，即超越限制、超越局限、超越极限，一语以蔽之，就是打破常规。好记星的成功，打破了行业限制，打破了</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">行业传播大路和渠道模式的限制。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'"><font size="3">做市场，要“以攻为守”，只有不断锐意进取，市场才会做好。人云亦云，绝对做不了大事，做产品也是这个道理。做市场的人都知道，“传播”和“渠道”是做市场的两个最重要的要素，因此，好记星的切入点顺理成章“传播差异化”和“渠道差异化”。</font></span></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">传播差异化。</span><span lang="EN-US">2003</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">好记星借鉴保健品行业中流行的地方报纸整版广告使用模式，成功引爆了市场。在其他厂家对报纸的作用嗤之以鼻的时候，好记星却出人意料地将报纸广告的作用发挥到淋漓尽致。现在翻看报纸，会看到很多其他</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">厂家的整版广告，从不屑一顾到跟随，这足以说明好记星“上软下硬式”</span> <span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">整版广告策略的成功之处。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">渠道差异化。传统的</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">厂家都集中在商场，一些老品牌更是在商场渠道上精耕细作了很多年：地理位置好、终端陈列好、营业员惯性推荐、设专柜、派促销员。如果好记星初入市场就是走商场渠道，无疑会被其他品牌淹没。因此好记星必须开辟亲战场。这样，书店便成了好记星渠道差异化的首选。书店本身就是</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">产品天然的绝佳渠道。首先，书店里的目标消费群体非常集中。家长都有带孩子逛书店的习惯，这样，即使看不到好记星的广告，在书店销售的好记星，照样会提高与家长和孩子的见面率。好记星不跟竞品摆在一起，这样其他品牌连终端拦截的机会都没有，因为消费者看了广告去书店咨询，旁边没有其他品牌，消费者连对比的机会都没有，好记星的达成率当然会奇高。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">好记星以差异化策略初入市场后，占据了一定的市场份额，要把市场市场做大做强就要转向主流化营销，否则，永远靠“一张报纸、两个专柜”模式，顶多赚点小钱。好记星的“主流营销”步伐：做好试点市场</span><span lang="EN-US">&shy;&shy;----</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">精耕样板市场</span><span lang="EN-US">-----</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">传播主流化</span><span lang="EN-US">---</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">渠道主流化。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><chsdate wst="on" isrocdate="False" islunardate="False" day="20" year="2003"><span lang="EN-US">2003</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">年</span><span lang="EN-US">5</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">月</span><span lang="EN-US">20</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">日</span></chsdate><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">，“非典”基本结束，好记星在济南做试点。试点市场和样板市场是两个概念，试点市场主要是用来试验营销策略是否对头，以及广告作品是否有效，哪个广告作品更有效，而样板市场的目的是在试点市场完成后，根据试点市场反馈的信息，为倒车创造一个可以复制的推广模式，两者存在先后次序。</span><chsdate wst="on" isrocdate="False" islunardate="False" day="10" year="2005"><span lang="EN-US">6</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">月</span><span lang="EN-US">10</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">日</span></chsdate><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">，济南市场开始盈利，并总结出一套上市方案，报纸广告的投放策略也已经非常完善</span><span lang="EN-US">---</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">样板市场可以启动了。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><chsdate wst="on" isrocdate="False" islunardate="False" day="3" year="2005"><span lang="EN-US">7</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">月</span><span lang="EN-US">3</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">日</span></chsdate><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">，武汉样板市场启动。第一个整版广告打出的当天，即接到咨询电话</span><span lang="EN-US">600</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">多个，第三天，也即广告投到第三个整版时，武汉已实现盈亏平衡。第一周总共销售</span><span lang="EN-US">230</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">台，第二周销售</span><span lang="EN-US">300</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">多台，第三周销售</span><span lang="EN-US">600</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">台，第四周即突破</span><span lang="EN-US">1000</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">台。到了第四周，在仅有的几个专柜里，每天从早上开门到晚上关门，到处是人攒动，咨询电话接个不停，送货员疲于奔命。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span lang="EN-US">7</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">月底，好记星倒车市场迅速铺开，一个又一个的整版广告每到一处，就迅速炸开一个市场，好记星每到一个地方，就让这个地方的父母“疯狂”。从</span><span lang="EN-US">7</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">月底到</span><chsdate wst="on" isrocdate="False" islunardate="False" day="20" year="2005"><span lang="EN-US">12</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">月</span><span lang="EN-US">20</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">日</span></chsdate><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">好记星“春节攻势”开始前，不到半年时间，实现终端，销售额达</span><span lang="EN-US">2</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">万元。创造了一个经典。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">如果好记星仅停留在“报纸</span><span lang="EN-US">+</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">书店专柜”的营销模式，也肯定难逃“黑道宿命”</span><span lang="EN-US">----</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">赚点钱可以，想做大做品牌没门。这也是当初很多竞争对手对好记星的判断。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span lang="EN-US">2003</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">年底，好记星与拥有丰富电视资源的橡果国际合作，好记星直销直销广告上了</span><span lang="EN-US">26</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">家卫视和中央电视台。</span><chsdate wst="on" isrocdate="False" islunardate="False" day="15" year="2004"><span lang="EN-US">2004</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">年</span><span lang="EN-US">10</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">月</span><span lang="EN-US">15</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">日</span></chsdate><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">，好记星的广告也现在央视一套《焦点访谈》后的黄金时间段，好记星成功构架了“报纸深度说服</span><span lang="EN-US">+</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">卫视电视直销</span><span lang="EN-US">+</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">央视品牌拉动”的“三级联动新主流传播模式”。同时，大山和爱华的回暖，也开创了</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">行业名人营销的先河。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'"><font size="3">传播的主流化，必然要以渠道主流化做配套。好记星前期只做书店渠道的开发，已经不适合新传播下的要求。渠道需要主流化，好记星便从以下几点入手</font></span></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">一、经销商队伍的多玩化。好记星进入市场前期，大部分的经销商都是医药保健品出身，但他们有个致命的缺点就是没有渠道优势。好记星进不了商场等主流渠道，始终成了不主流产品。因此，选择一部分传统</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">经销商加入到好记星的经销队伍中来，显得尤为重要。也正是</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">经销商的加入，大大回事了好记星渠道主流化的进程。同时，好记星与橡是国际合作，使许多优秀的橡果经销商成了好记星的经销商，迅速完善了好记星的全国渠道。</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'"><font size="3">二、渠道的纵深化。不断加大好记星进入主流渠道的力度，不断拓展好记星的偃鼠饮河渠道，实现好记星渠道的无盲区覆盖。</font></span></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">这样，好记星有了超强威力的新主流传播模式，又有主流化渠道承载传播威力落地，好记星颠覆整个</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">行业，顺理成章</span><span lang="EN-US">!</span></font></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><span lang="EN-US"><p><font size="3">&nbsp;</font></p></span></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'"><font size="3">视点：</font></span></p><p class="MsoNormal" style="margin:0cm 0cm 0pt;text-indent:21pt;mso-char-indent-count:2.0"><font size="3"><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">好记星能在</span><span lang="EN-US">ELP</span><span style="font-family:宋体;mso-hansi-font-family:'times new roman';mso-ascii-font-family:'times new roman'">行业上站稳脚步，出乎了很多人的意料，然而这又是情理中的，因为不按章出牌，必然能带来不一样的收获。在一个逐渐成熟的市场如何更进一步的发展，也是好记星目前面临的问题吧。</span></font></p></td></tr></tbody></table></td></tr></tbody></table>