送100元体验金棋牌,广东快乐十分走势图app下载

Bestivue贝视得儿童近视控制镜片品牌全案策划设计
Bestivue贝视得儿童近视控制眼镜镜片“全视护”品牌定位策划

Bestivue贝视得儿童近视控制眼镜镜片“全视护”品牌定位策划

 

一、项目背景

 

TAIWANHENGTAIGUANGXUEYANFALEYIZHONGRONGHELEZHOUBIANLIJIAOYUJIANJINDUOJIAO(KANGPILAO) LIANGDAJINSHIKONGZHIJISHUDEXINXINGJINGPIAN,KEYIYOUXIAOYANHUANYUKONGZHIERTONGJINSHIKUAISUJIASHENZHENGZHUANG。ZHENZHENGQUEBAO360DUWUMANGQUDESHILIBAOHUYUJIAOZHENGKONGZHI,BINGTONGGUO“JINGZHUNYANGUANG+GEXINGDINGZHIJINGPIAN“ZHUNYILIAOMOSHI,WEIERTONGTIGONGGENGTIEHEZISHENGETIDESHILIBAOHU。

由于涉及眼镜的技术过于深奥,加上客户原技术宣传资料过于专业,同时品牌名及产品名”眼适能“,也没有有效传达出产品的真正优势,因而在推广中极为吃力。为此,特邀请尚略品牌策划公司对该项目进行重新策划和品牌定位工作。

 

二、行业整体竞争状况

 

JINGZHENGFANGSHI

JINGZHENGNEIRONG

二元竞争目前儿童眼镜市场行业竞争最为激烈的是蔡司成长乐和依视路好学生,呈二元竞争的形式,不相伯仲
品牌效应竞争蔡司成长乐和依视路好学生占据儿童眼镜市场多年,有着忠实的消费者和品牌认知度
品牌命名方式竞争从命名方式上来看,市面上所有的儿童眼镜品牌,包括蔡司成长乐和依视路好学生都是采用“主品牌+副品牌”的命名方式; 副品牌市场的打开,可以借助主品牌之前已经建立的市场知名度
成人+儿童市场的竞争蔡司和依视路在成人眼镜市场里是认知度最高的,它们借助在成人市场中的口碑,推出的儿童系列产品成长乐和好学生同样迅速得到相应消费者的认可
制造商的竞争蔡司是德国品牌,在世界光学领域知名度很高;
依视路是法国品牌,凭借其先进的技术在世界范围内有口皆碑。

 

三、主要竞争产品对比分析

 

项目亨泰儿童眼适能镜片

CAISICHENGZHANGLE

(ZHOUBIANLIJIAO)

YISHILUHAOXUESHENG

(JIANJINDUOJIAO)

角膜塑型片普通单焦镜片环焦镜片
适用年龄6~18岁6~18岁6~18岁所有年龄段所有年龄段所有年龄段
适用人群近视眼患者近视眼患者近视眼患者近视眼患者近视眼患者近视眼患者
优点缓解近视发展;抗疲劳;舒适度高;盲区小缓解近视发展;抗疲劳;舒适度高;镜片透光率高缓解近视发展;抗疲劳;舒适度高是目前除激光矫正视力以外,最有效的矫正视力方法容易适应;缓解近视发展、抗疲劳
缺点

SHIYINGQIZHANG;

JIAGEJIAOTONGLEICHANPINGAO

SHIYINGQIZHANG;

送100元体验金棋牌,赚钱斗地主支付宝提钱游戏ZAIKANSHANGKANXIAZHUANBIANDESHIHOU,YOUYUDUTIAODA,HUIYOUBUSHIGAN;

SHIYINGQIZHANG;

送100元体验金棋牌,体彩开奖前多少时间不给出售JINGPIANLIANGCESHIMANGQU,KESHIQUXIAO;KONGZHIXIAOGUOCHA;

送100元体验金棋牌,Vwin德赢APPHULIKUNNAN;PEIDAIBUYI;ZHINENGZAIWANSHANGPEIDAI。

送100元体验金棋牌,万炮捕鱼ZHISHINENGZANSHIXINGDEJIAOZHENGSHILI;JIAGEANGGUI;

YIPILAO;

RUGUOYONGYANZISHIBUZHENGQUE,JINSHIJIAJUDESUDUHUIHENKUAI

SHIYINGQIZHANG;

DUTIAODA

销售渠道医院和视光中心品牌眼镜店、视光中心、医院品牌眼镜店、视光中心、医院视光中心、医院眼镜店、视光中心、医院眼镜店、视光中心、医院
价格1500~20001000~1500800~120010000~30000几十到几百不等500~1500
命名策略 主副品牌主副品牌  主副品牌
 

对比总结:

送100元体验金棋牌,甘肃快三推荐XIANGJIAOPUTONGDANJIAOJINGPIAN,YOUSHIZAIYU:KEYIHUANJIEERTONGJINSHIFAZHAN;KANGPILAO,SHUSHIDUJIAOGAO;

送100元体验金棋牌,新圣娱乐软件可以赚钱吗XIANGJIAOGONGNENGXINGJINGPIAN,YOUSHIZAIYU:MIBUSHIMIANSHANGBUTONGGONGNENGJINGPIANDEBUZU,JIANGQIYOUSHIRONGHEQILAI;

送100元体验金棋牌,现在什么平台还能打德州啊XIANGJIAOJIAOMOSUXINGPIAN,YOUSHIZAIYU:SHUSHIDUGENGGAO、GENGYIYUHULI;YITIAN24XIAOSHIQINGSONGDAI;

送100元体验金棋牌,福利彩票双色球app官方网站ZONGJIE:HENGTAIERTONGJINSHIJINGPIANSHUSHIDUGENGGAO、KANGPILAOXIAOGUOGENGHAO、NENGYOUXIAOHUANJIEERTONGJINSHIFAZHAN。

 

四、主要竞争对手——蔡司“成长乐”竞争优势分析

 

JISHUYOUSHI 

HEXINJISHUSHIZHOUBIANLIJIAOJISHU;

QUANQIUSHOUCHUANGDEFEIQIUMIANDANGUANGJINGPIAN;

送100元体验金棋牌,排三走势图表乐彩网LIANHUADUMO,CHENGXIANGQINGXIDUGAO;

MINGMINGYOUSHI

“ZHUPINPAI+FUPINPAI”DEMINGMINGFANGSHI;

        HAOCHU:“CAISI”PINPAIZAICHENGRENYANJINGLINGYUYOUHENGAODEZHIMINGDU,ERTONG“CHENGZHANGLE”JIEZHU“CAISI”DEMINGXINGXIAOYINGXUNSUDARUDAOERTONGYANJINGSHICHANG              

“CHENGZHANGLE”HANGAIDENIANLINGFANWEIGUANG

CHANPINYOUDIAN

送100元体验金棋牌,五福彩最新版软件下载HUANJIEJINSHIFAZHAN;   

KANGPILAO;

JINGPIANTOUGUANGLVGAO;

CHANPINQUEDIAN

SHIYINGQIJIAOZHANG;

DUTIAODA,SHUSHIDUBUZU;


 

五、消费者分析

 

1.消费者认知分析

 

XIAOFEIZHEDANXINGUODUODEDIANZICHANPIN HUISHANGHAIHAIZIYANJING;

送100元体验金棋牌,斗地主可以直接三不带吗XIAOFEIZHEXIWANGKEYIJIHAIZIDESHILIGENGHAOGENGDUODIBAOHU;

XIAOFEIZHEDUIYANJINGCHANGJIADERENKEDUHENGAO,RU “DEGUOZAO”DECAISICHENGZHANGLE,“FAGUOZAO”DEYISHILUHAOXUESHENG;

XIAOFEIZHEDUIZHOUBIANLIJIAOHEJIANJINDUOJIAODEGAINIANBUTAIQINGCHU;

 

2.消费者口碑评价总结

 

ZHEILIANGZHONGLEIXINGDECHANPIN,DAIBIAOXINGDEPINPAISHICAISIHEYISHILU,KOUBEIYIZHIBUCUO,WANGYOUDEPINGJIAYEHENHAO;

送100元体验金棋牌,辽宁12选5走势图一定牛手机DANYOUBUFENWANGYOUBIAOSHI,PEIDAIZHOUBIANLIJIAOJINGPIANHEJIANJINDUOJIAOJINGPIANHUIDAOZHIERTONGYANJINGJIEZHUANGJIDEZIWODIAOJIENENGLIXIAJIANG,ZHEIYESHIZHEIZHONGGONGNENGXINGYANJINGMIANLINZHEDEZUIDADEKAOWEN;

HAIYOUBUFENWANGYOUBIAOSHI,GAIGONGNENGXINGYANJINGSHIYINGQILAIHENKUNNAN,SHENZHIYOUFANGQISHIYONGTADENIANTOU;

XIAOFEIZHEPUBIANRENWEI,YISHILUDESHUSHIDUGENGGAO,DANCAISIDEPEIDAIXIAOGUOGENGHAO;

 

总结

 

送100元体验金棋牌,排列三近一千期的走势图XIAOFEIZHEPUBIANDUIJIANJINDUOJIAOHEZHOUBIANLIJIAODEGAINIANGAOBUQINGCHU,BUZHIDAOCAISICHENGZHANGLEHEYISHILUHAOXUESHENGCHANPINDEBENZHICHABIE,ZHEIJIUSHIHENGTAIZAIXUANCHUANCHANPINSHIHOUDEYIGEZHONGDATUPOKOU;

XIAOFEIZHEPUBIANRENWEIYISHILUDEXINGJIABIGENGGAO,HENGTAIZAIXUANCHUANSHANGYINGGAITUCHUZHANSHIZIJIDEXINGJIABI,RU:YONGTONGYANGDEJIAGEMAIDAO“ERHEYI”DECHANPIN;

送100元体验金棋牌,11选5任选5中3个号有奖吗XIAOFEIZHEXIWANGKEYIJIHAIZISHILIGENGHAOGENGDUODIBAOHU,HENGTAIZAIXUANCHUANSHANGKEYIQIANGDIAODUISHILIDEBAOHU;

送100元体验金棋牌,3d跨度走势图带连线图XIAOFEIZHEDANXINDIANZICHANPINHUISUNHAIHAIZIDESHILI,HENGTAIZAIXUANCHUANSHANGKEYIQIANGDIAOZIJIXIANJINDEFANGLANGUANGDUMOKEYIYOUXIAODEZUZHIDIANZICHANPINCHANSHENGDEFUSHEDUIHAIZIYANJINGDEYINGXIANG;

 

六、自我分析

 

1.产品背景分析

 

HENGTAIERTONGJINSHIJINGPIANSHIYOULAIZIZAIQUANMEIYANKEZHIMINGDUHENGAODETAIPINGYANGDAXUEDEWUYICONGBOSHIDENGZHONGDUOSHIGUANGZHUANJIADUONIANYANJIUDECHENGGUO;

CHANPINRONGHELEZHOUBIANLIJIAOHEJIANJINDUOJIAOJISHU,SHIDUICHUANTONGDANYIDEZHOUBIANLIJIAOHUOJIANJINDUOJIAODEYIGETUPOYUCHUANGXIN;

HENGTAIZHIQIANZAIJIAOMOSUXINGJINGDESHICHANGLINGYUYOUYIDINGDEDIWEI,ZAICHENGRENYANJINGSHICHANGJIAOBORUO;

 

2.产品特点分析

 

CHANPINTEDIAN:HENGTAIERTONGJINSHIJINGPIAN,SHIHENGTAIGUANGXUEZHENDUI6~18SUIQINGSHAONIANERTONGJINSHIYANHUANZHEKAIFADEYIKUANXINYIDAIKEYIHUANJIEERTONGJINSHIJIASHENDEGAOSHUSHIXINGPINPAIJINGPIAN;

送100元体验金棋牌,请问彩票开奖号码查询JISHUYOUSHI:RONGHEJIANJINDUOJIAOHEZHOUBIANLIJIAODEQUANSHIHUJINSHIKONGZHIJISHU;

CHANPINYOUSHI:SHIXINYIDAIJINSHIKONGZHICHANPIN,CAISICHENGZHANGLEHEYISHILUHAOXUESHENGDOUSHICUNZAIJINSHINIANDEHENLAOJIUDECHANPIN;

SHIYONGRENQUN:6~18SUIDEPUTONGJINSHIYANHUANZHE(BUFENHUANZHEBUSHIHEPEIDAIJIANJINPIAN);

 

3.产品优缺点总结

 

送100元体验金棋牌,骰宝押大小规律图CHANPINYOUDIAN:1. JIANHUANJINSHIDUSHUZENGJIA;2. KANGPILAO;3. JIAOZHENGBULIANGYONGYANZISHI;4. FANGZHIYANZHOUGUODULAZHANG,BIMIANHUANZHEYANQIUWAITU; 5. BIMIANZHOUBIANSHILIGUODUJIAOZHENG; 6. MANGQUXIAO; 

CHANPINQUEDIAN:1. SHIYINGQIZAIYIZHOUDAOLIANGZHOUZHIJIAN,JIAOZHANG; 2. SHIYONGRENQUNYOUJUXIANXING,BINGBUSHIHENEIYINXIEJINSHIYANDENGHUANZHE;

 

七、SWOT分析

 

优势:

 

送100元体验金棋牌,双色球五行的决算方法RONGHELEJIANJINDUOJIAOHEZHOUBIANLIJIAODEJINSHIKONGZHIJISHU;

送100元体验金棋牌,辽宁12选5走势图一定牛手机SHISIRENDINGZHIDEZHUNYILIAOCHANPIN;

QUBIEYUCAISIYISHILUDEDUTEDEJINGMICHECHUANGZIYOUQUMIANJIAGONGFANGSHI

WOMENSHIGENGJIAJINGZHUNDEYILIAOCHANPINSHENGCHANMOSHI;

SHIZHUANMENZHENDUIZHONGGUORENSHEJIYANFADECHANPIN;

劣势:

 

PINPAIRENZHIDUJIAOCHA;

XINRENBEISHUBUGOUQIANGDA;

PINPAIYINGXIANGLIJIAORUO TAIWANCHANGJIAZAIDILIPINPAISHUXINGWUYOUSHI;

 

 

机会:

 

YANJINGSHICHANGRONGLIANGDA;

SHIMIANSHANGKEGONGXUANZEDEQUANWEIKEXINLAIDEERTONGPINPAIYANJINGSHAO;

WOMENDECHANPINSHIXINYIDAIDESHUHUANERTONGJINSHIDEPINPAIYANJING;

ZHUNYILIAOCHANPINJIAOQITAPINPAIYANJINGGENGJIAKEXINLAI;

ZHENDUIZHONGGUORENKAIFADECHANPIN,GENGJUSHUOFULI;

挑战:

 

CAISIHEYISHILUDEPINPAIRENZHIDUHENQIANG,JINGZHENGYALIDA;

YANJINGSHICHANGYULONGHUNZA;

 

 

 


 

八、品牌定位与命名

 

人群属性定位:儿童专业近视控制镜片品牌

产品技术定位:新一代“全视护”近视控制技术

产品功能定位:具有全面视力保护,无明显盲区的近视控制镜片

品牌形象定位:给儿童带来光明健康的精准医疗科技品牌形象

 

品牌命名——bestive 贝视得

bestive 贝视得儿童近视控制镜片中英文品牌命名

 
品牌命名释义:1.贝:表明适用人群是儿童,亦有珍贵之一。视:标明产品与视力相关。得:正面形容词,寓意得到、获得、拥有。2.三字相合,文字顺序自然逻辑,读音节奏有韵律之美,同时完美传达品牌与产品特性。
 

技术命名——全视视

“全视护”儿童近视控制镜片技术命名
 
技术命名释义:1.全:正面寓意,完全,全面。视:视力。护:保护,护理。2.全视护,即全面视力保护,名字非常适合做视力保护相关的技术及产品。

 

九.品牌设计

 
尚略logo设计公司通过创意性选取最能代表品牌属性、产品属性、儿童属性的三大元素来进行设计,包括代表自然界视力最佳的动物猫头鹰(同时也传达儿童属性),代表产品的眼镜、和寓意保护的盾牌创意设计而成。配色选用了自然界蓝天和医疗的蓝色,与充满儿童活力的橙色。最终的简约猫头鹰logo设计,非常符合产品及品牌本身的人群及定位。
Bestivue贝视得儿童近视控制镜片品牌logo设计vi设计
Bestivue贝视得儿童近视控制镜片品牌logo设计vi设计
Bestivue贝视得儿童近视控制镜片品牌logo设计vi设计
Bestivue贝视得儿童近视控制镜片品牌logo设计vi设计

 

十、产品卖点提炼策划——选择贝视得的10大理由

 

送100元体验金棋牌,四方棋牌上下分官网下载1.HENGTAIGUANGXUE50NIANZHUANYECUILIANYUYENEISHIGUANGQUANWEIMEIGUOTAIPINGYANGDAXUEGONGTONGYANFA

送100元体验金棋牌,糖果派对100块赢5万多的有吗2.XINYIDAIQUANSHIHUJISHU,RONGHELEZHOUBIANLIJIAOYUJIANJINDUOJIAOLIANGDAJINSHIKONGZHIJISHUYOUDIAN

3.ZHENZHENG360DUWUMANGQUDESHILIBAOHUYUJIAOZHENGKONGZHI

送100元体验金棋牌,湖南快乐十分钟前三走势4.KAICHUANG“JINGZHUNYANGUANG+GEXINGXUANPEI+ZHUANYEDINGZHI“ZHUNYILIAOMOSHI,YICHUFANGYIJINGPIAN,WEIERTONGTIGONGGENGTIEHEZISHENGETIDEZHUANSHUJINGPIAN

送100元体验金棋牌,双色球近期热号5.TIGONG“ZHESHELV、CAIZHI、MOCENG、LIJIAOLIANG、BIANSE”5DAGEXINGCHANPINPEIZHIXUANZE

送100元体验金棋牌,四川任选五最大遗漏6.DUYOU"DIANDUIDIANQUMIANJINGPIAN"JINGZHUNJIAGONGJISHU,CHUANGZAOGENGJINGZHUNDEGUANGXUEXINGNENG,GENGTIEHEERTONGGETIMIANBUYANBUJIMANZUSHILIKONGZHIXUYAO。

7.16CENGDUMOGONGYI,MANZUDUOYANGHUAJINGPIANDUMOXUQIU,FANGHUQINGXILIANGBUWU。

8.YINGZAOGENGSHUSHIDEPEIDAITIYAN、GENGYOUZHIDESHIQU,GENGQINGXIDESHIXIAN。

9.QUEBAOGENGJIADESHILIBAOHUYUJINSHIKONGZHIXIAOGUO,YOUXIAOJIANHUANJINSHIDUSHUZENGJIA。

10.FUSONGDUOZHONGFUSHUTAOZHUANG,QUANMIANZHUANYEHEHUERTONGSHILI。

 

十一.品牌定位宣传海报设计

 

WEILECHUANDAPINPAIDINGWEIDELIANGDAHEXINMAIDIANYAOSU“QUANMIANSHILIBAOHU”YU‘ZHUNYILIAOJIGEXINGDINGZHICHANPIN“,WOMENXUANYONGLEKUAZHANGDEFANGDADEYANJINGJINGPIAN,ZHAOZHECHONGMANHUOLIDEERTONG,JIASHANGZHUANYEDEYISHENG,LAICHUANDADINGWEIXINXI,ZUIZHONGCHUANGZUOLESIZECEZHONGDIANBUTONGDEGUANGGAOHAIBAO,RANGPUTONGXIAOFEIZHEYIYAN,JIUNENGMINGBAIWOMENDECHANPINYOUSHI。

 

品牌主KV海报——更好保护视力篇

Bestivue贝视得儿童近视控制镜片平面广告创意设计-品牌主KV海报更好保护视力篇

个性定制篇

Bestivue贝视得儿童近视控制镜片平面广告创意设计-个性定制篇

佩戴舒适篇

Bestivue贝视得儿童近视控制镜片平面广告创意设计-佩戴舒适篇

产品技术说明篇

Bestivue贝视得儿童近视控制镜片平面广告创意设计-产品技术说明篇

BENWENWANGZHI:http://rkkmky.fun/work.aspx?id=279

 

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