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春兰卡车策划与广告运作在业界并不显山露水,广告的设计也并不洋气,甚至没有什么“大创意”。但它却实实在在地生效了。行业统计机构的数据表明,至2003年7月份春兰卡车的销量较上年同期提升30%,正呈现强劲上升趋势。至2003年4月,春兰卡车年销售量已达2万多辆,位居国内三甲。这就够了,成千上万元人民币的投入,毕竟不是为了图个好看。策划的成功当然离不开创造力,但无的放矢的拍脑袋式的创造确实更糟。因为它会把营销与广告做错,而扎实的市场调查与研究,则是一切有效创造的前提。它保证创造力沿着正确的道路前进。本案的特色就是认真调研后对市场的准确把握以及细致有效的执行工作。
Chunlan truck planning and advertising operations in the industry is not obvious, the design of advertising is not Western, or even nothing “big idea ”. But it actually took effect. According to statistics from the industry statistics agency, sales of Chunlan trucks increased by 30% over the same period of last year to July 2003, showing a strong upward trend. To April 2003, Chunlan truck sales have reached more than 20,000 vehicles, ranking the top three in China. This is enough, tens of thousands of yuan investment, after all, not for a good figure. Of course, planning success is inseparable from creativity, but the targeted racket-style creation is indeed worse. Because it will make marketing and advertising mistakes, and solid market research and research, it is all effective precondition for the creation. It ensures creativity goes along the right path. The feature of this case is to accurately grasp the market after careful investigation as well as the detailed and effective implementation of the work.