金牌文案：文案策划与活动执行

目 录

CONTENTS

第1章 *文案必备的两大要素

1.1 战略意图··························································004

1.1.1 抢占市场，快速拉升市场占有率 ························004

1.1.2 稳定市场，与对手划清范围 ································006

1.1.3 垄断市场，狙击新的参与者 ································007

1.1.4 腾讯“弹指间，心无间”文案的意图是什么 ·····009

1.1.5 阿里巴巴“双11”狂欢节文案大分析 ················011

1.2 战略渗透··························································013

1.2.1 给用户传达什么感受 ···········································013

1.2.2 提供什么类型的内容 ···········································015

1.2.3 用什么样的表达方式 ···········································017

1.2.4 神州专车是如何改变策略的 ································019

第2章 活动执行的三大核心

2.1 投入预算··························································022

2.1.1 人员开支 ·······························································022

上篇

文案与活动

执行核心战

略分析

VIII

2.1.2 物料开支·······························································023

2.1.3 圣诞节文案···························································025

2.2 渠道分发··························································027

2.2.1 现场参与者参与活动 ···········································027

2.2.2 媒体、网站、自媒体报道····································029

2.2.3 APP、链接等成交引导 ········································030

2.2.4 影响千万人“逃离北上广”的分发方案·············031

2.3 产出分析··························································033

2.3.1 需要产生多大的影响力········································033

2.3.2 需要产生多少直接成交额····································035

2.3.3 麦当劳告诉你，为什么负产出不再有效·············037

中篇

企业经营不

可或缺的8

种文案

第3章 新品牌塑造文案

3.1 品牌五大核心 ··················································042

3.1.1 价值观：产品为何而存在····································042

3.1.2 愿景：惠及每一个人 ···········································043

3.1.3 知名度：多渠道推送 ···········································045

3.1.4 美誉度：产品品质 企业灵魂····························047

3.1.5 忠诚度：无以取代的理由····································049

3.2 品牌传播··························································051

3.2.1 不是所有的牛奶，都叫特仑苏 ····························051

3.2.2 以免费抢占市场的奇虎公司································053

第4章 新品推介文案

4.1 产品的核心优势总结········································057

4.1.1 迭代性：比上一款，优在哪里 ····························057

4.1.2 有利益对比，让用户切身体会到 ························059

目 录

IX

4.1.3 *性：新出现的概念或功能 ····························060

4.2 推介文案··························································062

4.2.1 小米是如何发布一款新手机的 ····························062

4.2.2 为什么锤子手机要拿友商说事 ····························064

第5章 主动进攻性文案

5.1 对手分析··························································068

5.1.1 对手弱点汇总分析 ···············································068

5.1.2 对手弱点的核心 ···················································069

5.1.3 对手强项汇总分析 ···············································071

5.1.4 倒下的大黄蜂，撤离的优步 ································073

5.2 布局实施··························································074

5.2.1 发动*波文案攻击 ···········································074

5.2.2 加多宝犀利文案进攻王老吉 ································076

第6章 被动反击性文案

6.1 自我分析··························································080

6.1.1 自我弱点汇总分析 ···············································080

6.1.2 自我弱点的核心 ···················································082

6.2 反击方法··························································083

6.2.1 长攻短法：以己之长，攻其之短 ························083

6.2.2 包抄法：避开小争议，直攻大营 ························085

6.2.3 引导法：主动将话题引向不利于对方的地方 ·····086

6.2.4 断臂法：舍弃弱项，开辟新战场 ························089

6.2.5 阿里巴巴反击*，众友商凑热闹 ····················091

第7章 价格战文案

7.1 比价策略··························································095

7.1.1 我方价低，则比价格 ···········································095

7.1.2 我方价高，则比服务 ···········································097

7.1.3 以我优品类，比对方劣品类································099

7.1.4 以我大品类，比对方小品类································101

7.1.5 无品类可比，比小特色········································102

7.2 比价文案··························································104

7.2.1 1 号店VS *商城 ·············································104

7.2.2 驴妈妈出手，终结旅游文案作战 ························106

第8章 市场调查文案

8.1 调查要素··························································109

8.1.1 调查目的：为了哪个要点而调查 ························109

8.1.2 调查对象：样本的数量及地域、群体是否均匀 ··· 111

8.1.3 调查形式：通过何种方式去调查 ························ 112

8.2 调查文案··························································114

8.2.1 如何设计一份调查问卷 ········································ 114

8.2.2 如何分解阶段性的进度 ········································ 116

8.2.3 如何对调查预算进行分配 ···································· 118

8.2.4 如何写一份调查总结报告 ···································· 119

第9章 市场管理文案

9.1 管理文案要点 ··················································122

9.1.1 经营主题·······························································122

9.1.2 经营背景·······························································123

9.1.3 文案类目·······························································125

9.2 管理文案实战 ··················································127

9.2.1 如何写一个企业经营制度文案 ····························127

9.2.2 如何写一个企业经营业务推广文案 ····················129

9.2.3 如何写一个企业产品介绍文案 ····························131

9.2.4 如何写一个客户关系管理文案 ····························132

第10章 企业合同文案

10.1 合同性文案 ····················································135

10.1.1 合同的八大要点 ·················································135

10.1.2 起草文案人立场分析 ·········································136

10.1.3 购销合同文案 ·····················································138

10.1.4 业务合同文案 ·····················································140

10.2 企业第三方文案 ·············································142

10.2.1 第三方与甲方、乙方 ·········································142

10.2.2 企业投标文案 ·····················································143

10.2.3 企业代理文案 ·····················································145

第11章 危机公关文案

11.1 危机公关分析 ·················································148

11.1.1 事件起因 ·····························································148

11.1.2 造成影响 ·····························································149

11.1.3 争议点 ·································································150

11.1.4 机会点 ·································································152

11.1.5 锁定危机公关目标 ·············································153

11.2 公关要点 ························································154

11.2.1 澄清与回应关于这起事件 ··································155

11.2.2 争取权威人物、媒体支持 ··································156

11.2.3 通过线下、网络对机会点进行披露 ···················157

第12章

新品牌塑造，如何传播核心价值

12.1 价值传递策略 ················································162

12.1.1 价值不等于价值观 ·············································162

下篇

活动策划与

执行主要类

型与步骤

12.1.2 前期强调价值，后期强调价值观 ······················163

12.1.3 避免高大上，用户要的是“接地气”···············164

12.1.4 淘宝= 便宜实惠；LV= 奢侈品··························165

12.2 新品牌上市，筹备一场新品发布会 ················167

12.2.1 先求精致，再求规格，后求规模 ······················167

12.2.2 创始人演讲风格、内容安排 ······························168

12.2.3 确认嘉宾属性，对口优于对牌 ··························169

12.2.4 确认媒体属性，区域、权威两手抓 ··················170

12.2.5 媒体分发渠道多元化，融合主流与非主流 ·······172

12.2.6 罗永浩如何转行推锤子手机的 ··························173

第13章 新品上市，如何虎口夺食

13.1 新品抢占市场策略设计 ··································175

13.1.1 SWOT 分析，直击竞品软肋······························175

13.1.2 采取1 2 阶段进攻策略，主攻与侧攻相结合···176

13.1.3 在区域性主流媒体、电台、自媒体投放广告 ···178

13.1.4 进小区推“免费赠”活动，积累人气···············179

13.1.5 “买大送小”优于打折······································180

13.2 物料、人员储备·············································181

13.2.1 成立专项活动组，负责人带队或督办···············182

13.2.2 前期高提成、重奖励，拉动内部活力···············183

13.2.3 设置*预算与*预算··································184

13.2.4 短期高举高打模式，高频投放广告 ··················185

13.3 新品上市执行中的核心细节汇总····················186

13.3.1 专项活动组负责人权责统一 ······························186

13.3.2 业务谈判组，前期放权要大 ······························188

13.3.3 为执行人员做好任务分解，有数据有方法 ·······189

13.3.4 设立地推人员后期保障机制 ······························190

13.3.5 神秘的苹果新品推广部门··································191

第14章 借力促销，开展价格战

14.1 价格战执行中的应变策略 ······························194

14.1.1 设立止损线，赔本生意做不得 ··························194

14.1.2 对手缓缓跟进，启动“折上折”预案 ···············195

14.1.3 对手强势跟进，建立价格底线同盟 ··················196

14.1.4 设立预售、会员等先收费机制 ··························197

14.2 12大促销方法 ················································199

14.2.1 满额促销：满1万元送价值5 000元家具一套 ···199

14.2.2 会员式促销：会员88折，全网底价 ·················201

14.2.3 特定周期促销：周一单品半价 ··························203

14.2.4 抽奖式促销：今天购买就有可能抽得苹果iPhone7

大奖 ····································································205

14.2.5 优惠券促销：下次再来，即减现金99元 ·········206

14.2.6 时事热点促销：奥运期间，全网9折 ···············208

14.2.7 临界点促销：新品上衣，99元封顶 ·················210

14.2.8 主题性促销：母亲节特价，全场88折 ·············212

14.2.9 公益性促销：每消费100元，即为希望工程

捐1元 ·································································214

14.2.10 组合促销：购完西装，领带半价 ····················216

14.2.11 捆绑式促销：买手机，送三大配件 ·················217

14.2.12 承诺性促销：7天无条件退款退货 ·················220

14.3 促销过程中，临门一脚成交技巧 ····················221

14.3.1 直接请求法 ·························································222

14.3.2 假定成交法 ·························································223

14.3.3 二选一成交法 ·····················································224

14.3.4 优惠成交法 ·························································225

14.3.5 拒绝成交法 ·························································226

14.3.6 小点成交法 ·························································227

14.3.7 欲擒故纵法·························································228

第15章 产品质量问题，危机公关活动策划

15.1 启动应急产品预案 ·········································231

15.1.1 *时间下架涉案产品······································231

15.1.2 本产品有关的关联宣传全部撤出 ······················232

15.1.3 安排产品召回或处理特殊通道 ··························233

15.2 启动公众回应预案 ·········································234

15.2.1 对外公布进度，指定*授权发言人···············235

15.2.2 瑕疵优先原则，*时间承认服务有瑕疵 ·······236

15.2.3 尽一切努力与受损当事人达成一致 ··················238

15.2.4 引入权威人物，对争议点进行回答 ··················239

15.2.5 安排媒体，进行事中专访、事后回访···············240

15.3 9大事件，看不同的公关姿势·························242

15.3.1 上海“链家事件”，创始人的回应 ··················242

15.3.2 百度“魏则西事件” ·········································245

15.3.3 和颐酒店“女子遇袭”事件 ······························247

15.3.4 三星“爆炸门” ·················································249

15.3.5 一汽—大众奥迪“被泡”72 小时危机公关 ······251

15.3.6 滴滴出行与印度牙医LOGO 撞车 ·····················252

15.3.7 携程“瘫痪门” ·················································254

15.3.8 三里屯优衣库试衣间不雅视频 ··························256

15.3.9 38 元天价虾，一座城市的危机公关 ·················259