광고효과 극대화를 위한 매체 집행 전략
Mega Trend 소비의 개성화, 다양화, 고급화 → 맞춤형 소비, 맞춤형 생산시대로
가치가 갈수록 커가고 있음. 그럴수록 사회 구성원들의 다양화된, 자기중심적 맞춤형 소비성향은 더욱 두드러지게 나타날 것 임.
다양화, 개인주의적 소비성향
현상
인구구조의 변
Brand CRM (SAP CRM + SAP NetWeaver TM)
The challenge
Volkswagen Financial Services pursues a consistent CRM strategy in customer care. Processes and company organisation structure have been organised according to customer groups and aligned to customer requirements. To support this organisational change, an IT structure was required which allows
A standard view of customer data,
brand in the premium market when the Volkswagen group acquired it in 1964. Their core values of creativity, commitment and enthusiasm are evident through their constant innovation and through their motto of “Vorsprung durch Technik,” which means advantage through technology.
Audi, like BMW produces high class vehicles and targets the premium automobile market segment. Audi is showing strong
products and convergence &collaboration will bring about disruption of the industry border, hybrid business, and area expansion of creative director.
It is estimated that diversification of the global fashion landing will increase import brands in the field of luxury and fast market and accelerate multi channel strategy through evolution of fashion distribution and segmentation of select shop.
Brand Power)는 마케팅력 그 자체가 되었고, 브랜드 자산은 기업 전체의 자산 중 커다란 비중을 차지하게 되었다. 특히 이러한 브랜드에 대한 중요성은 기업 간 기술 격차가 작고 가격 경쟁이 심한 휴대폰 같은 산업에서 더욱 두드러지고 있으며, 이러한 산업의 경우 기능, 품질 등 전통적 가치보다 브랜드