概览   Overview

食品饮料行业增速下行,行业增长堪忧,品牌纷纷尝试快速推新,期望打 造爆品,缓解销售萎靡的尴尬。消费升级和数字化大环境下,消费者注意 力分散,新需求层出不穷,品牌是否能敏锐抓住新的机会点,突破同质化 产品竞争格局,打出自己的一片领地,提升品牌价值,这些问题是食品饮 料行业急需关注的。作为该行业的市场营销管理人员,CMO们需要更多承 担CGO的角色,挖掘行业新洞察,倾听消费者声音,用数字化方式包装品 牌,传播品牌。本次数字化领导力大师班将聚焦食品饮料行业如何结合“ 产品营销”与“数字营销”,打造符合消费者需求的产品,通过数字化传 播手段促进消费者关注与购买。

The growth of food and beverage industry goes downward, the industry growth is troubling, brands has tried to launch new product, expecting to build hit products to ease the embarrassment of sales slump. Under the environment of Consumption Upgrade and digitalization, consumers’ attention distracts easily and demands diversify. Whether brands can seize the new opportunity to break through the homogeneous product competition, have their own territory, enhance the brand value, these problems are in need of urgent attention in Food and beverage industry. As senior marketers, CMOs need to take more of the role of CGO, mining new insights into the industry, listen to the voice of consumers, adopting digitalized ways to package brand and promote brand. Digital CXO Workshop will focus on how F&B industry combines "product marketing" and "digital marketing" and create products that meet the consumer demand, draw the consumer’s attention and purchase by the means of Digital communication.

 话题池   Topic Pool

培训议程   Agenda

*议程会随时更新*

参会嘉宾 食品和饮料行业CEO、CMO、CIO、数字营销相关负责人
Food and Beverage Industry CEO, CMO, CIO, digital leaders
活动时间 2017年6月23日
June 23, 2017
活动地点 上海
Shanghai
活动议程
8:00~8:55 签到
Registration
8:55~9:00 开幕致辞
Welcome Remarks
9:00~9:45 消费升级下,食品饮料行业消费者洞察分析
New consumer insight analysis in the New Normal and consumption upgrading
  • 食品饮料行业消费升级大环境分析
    Analysis on Food and beverage industry base on consumption upgrade environment
  • 内外资品牌市场状况分析
    Analysis on domestic and foreign brand market
  • 消费者数据分析与洞察挖掘
    Consumer data analysis and insight mining
  • 产品营销+数字营销趋势预测与应对策略建议
    Product marketing and digital marketing trend prediction and Countermeasures
9:45~10:30 食品饮料品牌产品营销创新案例
The innovation case in Food and beverage brand product marketing
  • 打造“社交化产品”,拉近消费者距离
    Create a social product, narrowing the distance between consumers and manufacturer
  • 包装文案场景化刺激消费购买
    Packaging and copywriting stimulate consumer purchases
10:30~11:00 360营销立方—— 食品饮料行业营销升级
360 marketing cube — Marketing promotion for food and beverage industry
11:00~11:15 茶歇
Tea break
11:15~11:45 四位一体——食品饮料行业营销体系面面观
Four in one — the overview of the food and beverage industry marketing system
13:45~14:30 全渠道营销案例
Case studies on omni-channel marketing
  • O2O实践:“门店互联网+”,社交电商,在线商超
    O2O marketing practice: "Internet plus stores", social business, online business
  • 全面发挥全渠道“通”与“同”的价值
    Play the full omni-channel value of “pass” and ”collaborate”
14:30~15:15 案例分析:跨界合作如何实现1+1>2
Case study: how to achieve 1+1>2 in cross-border cooperation
15:15~16:15 小组讨论:多场景营销,多触点抵达消费者
Group discussion: multi-scene marketing, multiple contacts approach consumers
  • 设计线上线下场景,区分线上线下不同需求
    Design online and offline scene, distinguish different needs between online and offline
  • 打通多场景营销,以做“APP”思维设计场景
    Open up multi-scene marketing, using the mind of design “App” to create scene
  • 会员体系保持用户粘性
    The membership system keeps the user stickiness

 合作媒体   Media Partner