Gongchuang Brand Planning Organization, foundation in Shenzhen, is a organization with a characteristic of " Creat the brand for Chinese enterprise". We are Specialing in Brand planning, Advertising, Marketing, Designing etc..We are concentrating on the brand studies, the brand creates the profession adviser that set up, the brand communication, expansion and brand management design plans organization.
 
 
    新皇冠体育 联系我们 网站地图  
 
 

Θ 专家专栏 Specialist Viewpoint
Θ 专业文章 Speciality Article

------------------------------------------------

------------------------------------------------

----我们擅长:
----以策略指导设计,----------------------------做有销售力的广告,-------------------------以低成本创造高效益!

------------------------------------------------

---服务领域:
1、市场调查与研究:
A、市场研究 B、渠道研 C、品牌研究 D、竞争研究 E、消费者研究 F、企业内部调查研究

2、品牌策划设计:
A、品牌战略定位 B、品牌命名 C、USP卖点提炼 D、广告语创作 E、品牌形象设计

3、新产品上市推广:
A、产品线规划 B、概念命名 C、包装设计 D、价格体系 E、渠道运作 F、促销物料 G、招商会 H、整合推广 I、媒介计划 J、费用预算

4、样板市场运作:
A、区域招商 B、铺货 C、推广促销一体化方案

5、品牌整合传播
新皇冠体育 A、广告 B、公关 C、促销 D、人员推广 E、软文炒作 F、直销

6、营销策划:
新皇冠体育 A、产品策略 B、价格策略 C、渠道策略 D、传播推广策略

7、企业形象设计:
A、CIS系统(MI理念、BI行为、VI视觉、AI声音) B、标志设计

8、商业设计
A、包装设计 B、广告设计 C、推广物料设计 D、展览设计 E、专卖店/专柜设计 F、POP设计 G、画册设计 H、单页/折页设计

9、广告策划:
A、广告主题定位 B、广告脚本创意 C、电视广告片拍摄制作 D、广告投放策略

10、营销管理:
新皇冠体育 A、组织架构 B、营销培训 C、客户管理 D、绩效考核 E、薪酬体系 F、危机管理

11、网站建设
A、网站策划 B、网站制作 C、动画制作 D、应用开发 E、网站维护

12、影视制作
新皇冠体育 A、电视广告片 B、企业专题片 C、产品宣传片 D、各类大型活动拍摄 E、影音后期剪辑 F、多媒体制作 G、三维动画 H、MTV摄制 I、VCD/DVD刻录

------------------------------------------------

---本站关键词:
> 深圳广告公司
> 深圳市场调研公司
> 市场调查公司
> 市场研究
> 市场调查研究
> 市场调研公司
> 市场策划公司
> 广告公司
> 深圳广告公司
> 广告设计公司
> 广告策划公司
> 品牌策划公司
> VI设计公司
> 包装设计公司
> 营销策划公司
> 标志设计公司
> 标识设计公司
> 品牌设计公司
> 广告设计
> 深圳广告公司
> 品牌策划
> 营销策划
> VI设计
> 广告策划
> 广告策划公司
> 策划公司
> 设计公司
> LOGO设计公司
> 平面设计公司
> 广告
> 品牌设计
> 标志设计
> 包装设计
> 标识设计
> LOGO设计
> CI设计
> CIS策划
> 画册设计
> 平面设计
> 广告策划公司
> 深圳广告公司
> 广东广告公司
> 广州广告公司
> 东莞广告公司
> 深圳广告设计公司
> 深圳包装设计公司
> 深圳广告策划公司
> 画册设计公司
> 广告制作公司
> 深圳广告
> 深圳广告公司
> 广告策划公司
> 深圳广告设计公司
> 深圳广告策划公司
> 深圳品牌策划公司
> 深圳VI设计公司
> 深圳广告公司
> 深圳包装设计公司
> 深圳营销策划公司
> 深圳标志设计公司
> 深圳标识设计公司
> 深圳商标设计公司
> 深圳品牌设计公司
> 广告策划公司
> 深圳策划公司
> 深圳设计公司
> 深圳广告公司
> 深圳LOGO设计公司
> 深圳平面设计公司
> 深圳画册设计公司
> 深圳广告制作公司
> CIS策划公司
> 广告策划公司
> CI设计公司

------------------------------------------------

共创品牌,共赢天下!

---------------------------------------------

 

     
  

RUANWENGUANGGAOCAOZUOBADAJIQIAO

   QIYERUANWENGUANGGAONANXIEMA?RUANWENGUANGGAODEXIEZUOYOUZHANGKEXUNMA?FABURUANWENGUANGGAOYAOJIANGCELVEMA?RUHERANGRUANWENGUANGGAOMEIYOU“GUANGGAOWEI”NI?……


论点一:提前做好软文广告计划

新皇冠体育   RUANWENGUANGGAOSHIGUANGGAOMUBIAORUANWENHUADEJUTIBIAOXIAN,ERGUANGGAOYOUSHIPINPAIMUBIAOHEXIAOSHOUMUBIAOGUANGGAOHUADECHANWU,ZUIZHONGYAODADAODESHIJIANSHEXINGXIANGYUHUOQULIRUNDEMUDE,YINCI,RUANWENGUANGGAOYEYINGZUNXUNJIHUA、ZUZHI、SHISHI、XIUZHENGDECAOZUOGUILV。

   RUANWENGUANGGAODEJIHUAYUANYUQIYEDEGUANGGAOCELVE,SHANYUCAOZUORUANWENGUANGGAODEQIYEDADUOSHIFEICHANGJIANGQIUCELVEDEQIYE,YESHIJINGYUDICHENGBENYUNYINGDEQIYE,DANYIKAORUANWENGUANGGAOERXUNSUCHENGZHANGDEQIYEBINGBUDUO,WEISHENME?YINWEIDUOSHUQIYEBINGMEIYOUTIQIANZUOHAORUANWENGUANGGAOJIHUA。RUANWENGUANGGAOJIHUASHIRUANWENGUANGGAOCAOZUODEJICHU。

   “NAOBAIJIN”CHENGGONGCAOZUORUANWENGUANGGAODEANLIYENEIRENSHIYIJINGFEICHANGSHUXI,BUZAIDUOYAN。2003NIAN,ZAIXIANMEITISHANGCHENGXIANDE“RUANWENGUANGGAORE”HEYINCIXINGCHENGDE“XIZHILANGRUANWENMOSHI”,JUNBUNANKANCHUSHANYUCAOZUORUANWENDEQIYEQIZHOUMIDEJIHUAXINGHEJIHUADEXITONGXING。

   YILIANGZHIDIANQIXIZHILANGWEILI,GUANGGAOJIHUABIXINCHANPINSHANGSHIJIHUAZAOZUOLESANGEYUE,QIZHONGZHUYAOJIUSHIRUANWENGUANGGAOJIHUA。YOUYU“XIZHILANG”SHIYIGEXINPINLEIDECHANPIN,GENGSHIYIGEGUANNIANXINGHENQIANGDEXINXINGDIANQI,XUYAOZUODALIANGDESHICHANGJIAOYUHEGUANNIANYINDAOXUANCHUAN,YINCIZAI2003NIANQUANNIANGUANGGAOJIHUAZHONG,RUANWENGUANGGAOZHANLE70%DEBILI。

   MEIPIANRUANWENBUSHAOYU800ZI,BINGANCISHUNXUYICIFABU。GONGGUANRUANWENZAICHANPINSHANGSHIQIANWANCHENGFABU,CHAOZUOZHOUQIWEI1GEYUE。GONGNENGRUANWENZAICHANPINSHANGSHIHOUFABU,SHANGSHITUIGUANGZHOUQIWEI1GEYUE,XIAOSHOUMUBIAO50TAI。

新皇冠体育   CIRUANWENJIHUASHISHICHENGSHIWEIXIAN,SUIRANGANGSHANGSHIJIUZAOYUFEIDIAN,DAN5YUEFENDETUIGUANGYUEJINGRANSHIXIANXIAOSHOU77TAI,ZHEIYUFEICHANGSHIQIJISHIXIUZHENGRUANWENGUANGGAOJIHUAYOUZHEMIQIEGUANXI,BIZHEZAIHOUMIANDELUNDIANZHONGZAIXINGMIAOSHU。


新皇冠体育 论点二:给软文拟一个新闻标题

新皇冠体育   FABURUANWENGUANGGAOSHIQIYEDEXUQIU,WUFEISHIYAODADAOPINPAIXUANCHUANMUBIAOHUOCHANPINXIAOSHOUMUBIAO,DANXIEZUORUANWENGUANGGAOSHISHOUXIANYAOKAOLVDUZHEDEXUQIU。

   JIUZHENGPIANRUANWENGUANGGAOERYAN,BIAOTIJIUXIANG“LIANMIAN”YIYANG,NENGFOUXIYINDUZHEDEMUGUANGJIUQUANKAOTALE。DANGRAN,JINJINXIYINMUGUANGSHIBUGOUDE,BIAOTIHAIYINGGAIRANGDUZHEDONGXIN,BINGCHANSHENG“RANGWOQIAOQIAO”DEYUWANG。

新皇冠体育   《RENLEIKEYIZHANGSHENGBULAO?》、《NANRENLIUXINGHUAMEIMAO?》、《BAOGANJIATAIGAO,SHIMINZENMEBAN?》、《LAOBALAOMAZHONGDULA》、《AOPUYUBAHEYI“BA”JINGCHENG?》……XIANGZHEIXIEYOUXIUDEBIAOTI,BUDANCENGJINGFENGMIYISHI,ERQIERUJINJIYIYOUXIN,WEISHENME?YINWEITABUDANXIANGXINWENBIAOTI,SHENZHIBIDANGSHIDEXINWENBIAOTIGENGXIYINREN。

   2003NIANDE《HUASHANGBAO》SHANG,YECENGJINGYONGXIANCHUYIPILINGRENHUIWEIDERUANWENGUANGGAOBIAOTI:

新皇冠体育   LI:《YIGEBEI99%DERENHUSHIDEWEISHENGXIGUAN》,ZHEISHIFEIDIANSHIQIDE“XIZHILANG”(DIANQICHANPIN)RUANWENBIAOTI,FABIAOSHIJIWEIDANGSHIGEMEITIDAPIANFUJIAOYURENMENYAO“QINXISHOU”、“KEXUEXISHOU”ZHIJI,YINWEIXIZHILANGSHI“ZHINENGHUABIANHOUQINGXIQI”(YOURENSUCHENG:XIPIGUDEJIANKANGDIANQI),ZHEI1PIAN1131ZIDERUANWEN,WANCHENGLEYUANJIHUAYONG10PIANYUE8000ZICAINENGSHIXIANDESHICHANGJIAOYUHEGUANNIANYINDAOXUANCHUAN,ZHEIYETIXIANLERUANWENCAOZUOGUOCHENGZHONGDUIJIHUAXIUZHENGDEJISHIXINGHECELVEXING。

   LI:《ZHONGYAOTISHI:BIANHOUQINGJIEFANGSHIDEGAIGAI》,ZHEISHIFEIDIANHOUQIQUANGUOSHANGXIASHENGTAOWEISHENGLOUXISHI,JI《HUASHANGBAO》“SHENSHISHENGHUOLOUXI,CHANGDAOWENMINGSHENGHUO”REDIANZHUANTIXINWEN《RUCELOUXIDEGAIGAI》、《JIATINGSHENGHUOLOUXIYINGGAIGAIGAI》ZHIHOU,LIANGZHIDIANQIXIZHILANGDEYOUYIQIAOJIEDONGFENGZHIZUO。ZHICI,XIZHILANGZAIRUANWENCAOZUOFANGMIANDEKUAISUFANYING、JINGMINGCEHUAKAISHIXIANSHANLUSHUI,GUANGGAOJIE、CEHUAJIEHEBUFENQIYEKAISHIMIQIEGUANZHUBINGFENFENFANGXIAO,ZUIZHONGXINGCHENGLE2003NIANXIANDE“XIZHILANGRUANWENMOSHI”。

   LI:《TAIKONGYAOSHENZHOUSANHAOHUANXINGRENJIAN》,ZHEISHISHENZHOUWUHAOFASHEQIAN,YU《HUASHANGBAO》DEXINWEN《SHENZHOUWUHAOYUJIJINSHENGKONG》TONGYIBANMIANFABUDEHENGTONGGUANGHUA“SHENZHOUSANHAO”KOUFUYERUANWENGUANGGAO。ZAICIZHIQIANDE《SHENZHOUSANHAOHULULIZHUANGSHAYAO?》、《TAIKONGJUNZHONGZHENDONGZHONGHUA》、《GUOYAOZHUNZISHENZHOUSANHAOHENGKONGCHUSHI》、《ZHIBINGJILIGEMINGXINGTUPOZAIZAORENTIJINGQISHEN》、《TAIKONGSHENGWUYAOPINJIZHONGRENLEISANDAWANJI》JUNWEICAISEBANBAN,XIANGXINWENYOUBUSHIXINWEN,BUSHIXINWENYOUXIANGXINWEN,GUANGGAOXIAOGUOFEICHANGHAO,DADUOSHURENJIANGQIDANGXINWENYUEDUDEJINJINYOUWEI。

新皇冠体育   LINGWAI,JINGCHANGZAI《HUASHANGBAO》SHANGPINPINCHUXIANDEHAIYOU《BEIJINGTONGRENTANGJINANRENTIGEXING》、《BEIJU!WEINVRENQIAOXIANGJINGZHONG》、《AIMEIDENVSHIYAODANGXIN》、《XIANNANREN“WUXINGJIBIAOZHUN”KAOCHA“ZHANGDANING”》、《WEISHENMECHANGQINGCHA“FENG”XINGQUANGUO》DENG,YEBUSHIWEIJUYOUXIYINLIDERUANWENBIAOTI。


新皇冠体育 论点三:用新闻体组织正文结构

   YOULEHAODERUANWENBIAOTI,ZHINENGSUANCHENGGONGLEYIBAN,YAORANGDUZHEGENGDUODIXINARUANWENXINXI,RUANWENJIEGOUZHIGUANZHONGYAO。DANDUOSHUQIYEDEQIHUACHUANGZUORENYUANBINGBUDONGDEXINWENXIEZUO,SHENZHIWEIQIYEFUWUDECEHUAHUOGUANGGAOGONGSIDECHUANGZUORENYUANYEBUDONGDEXINWENXIEZUO。CIFANGMIANDERENCAISHIZAIKUIFA,ZAICIBULUN。

   BIZHEYINYONGFABUZAI《HUASHANGBAO》SHANGBINGCENGBEICHENGWEI“XIZHILANGRUANWENMOSHIFANBEN”DEYIPIANRUANWENWEILI,YIGONGTANTAO:

   《PUGUANG“XIZHILANG”REXIAOBEIHOU》

   RUHEGAIBIANRENMENDEBIANHOUQINGJIEFANGSHI?RUHESHIXIANYIXIDAICA?YIZHONGMINGWEIXIZHILANGDECHANPINJINRIZAIXIANQIAORANXINGQI。

新皇冠体育   JUXI,“XIZHILANG”XUEMINGZHINENGHUABIANHOUQINGXIQI,SHIYIZHONGANZHUANGZAIMATONGSHANGYONGYUBIANHOUYONGWENSHUIQINGXIDEJIAYONGDIANQI。XIZHILANGZUIZAOYUANYURIBEN,MUQIANZAIRIBENJIATINGDEPUJILVYIGAODA90%YISHANG。ZHEIZHONGDIANQINENGGOUZAIRENMENFANGBIANZHIHOU,TONGGUOANJIANSHIXIANWENSHUICHONGXIXIASHEN,TADAITILECHUANTONGDEZHICAFANGSHI,GENGWEISHENG、GENGKEXUE。

   JIZHECAIFANGLEJIAZHUZIWEIHUAYUANDENIUXIANSHENG。TANDAOSHIYONGTIHUISHI,TASHUO:“QICHUHAIZISHUORIBENRENDOUSHIYONGZHEIGECHANPIN,YAOWANGJIALIDEMATONGSHANGANZHUANGXIZHILANG。WOCENGJIANJUEFANDUI,ZONGYIWEIBUXIGUAN。DANJITIANXIALAIDUISHIYONGHOUDEXIAOGUOBUDEBUZHEFU。WOYOUZHICHUANG,ERQIEJIAZHONGHAIYOUGAOLINGLAOREN,DUIXIZHILANGDESHIYONGTIYANDOUGANDAOHENMANYI”!

新皇冠体育   MOUSHANGCHANGDAOGOUXIANGJIZHESHUO:XIZHILANGSHANGSHIZHICHU,ZHIYOUYIXIEJINGCHANGCHUGUODERENYIKANJIUZHIDAOXIZHILANGSHISHENME,ERQIEGOUMAISHIYEHAOBUYOUYU,YINWEITAMENZAIGUOWAISHIJIUPUBIANSHIYONGXIZHILANG,DUIXIZHILANGDESHIYONGXIAOGUOYOUTIESHENTIHUI。DAOGOUHAIGAOSUJIZHE“MUQIANGOUMAIXIZHILANGDEREN,BUJINJINSHIQIANWEIDESHISHANGRENSHI,GOUMAIDEPUTONGSHIMINYEYUELAIYUEDUO,DAJIAYIJINGRENSHIDAOLEXIZHILANGDUISHENGHUODEZHONGYAOXING”。

   JUSHANGCHANGFUZERENJIANG,XIZHILANGSHANGJUYILAIHENSHOUGUKEXIHUAN,ZONGSHINENGXIYINHAODUOKEREN,ZHEISHIWOMENSHANGJUDANGCHUMEIYOUYULIAODAODE,ERQIEXIAOLIANGYEZAIXUNSUSHANGSHENG,ZHEIGECHANPINQIANJINGFEICHANGBUCUO,JIANGLAIKENDINGHUICHENGWEIJIAYONGDIANQIDEXIAOFEIREDIAN。MOUJIANCAI、JIEJUXIAOSHOUSHANGYEDUIJIZHESHUO:“XIAOSHOUXIZHILANG,WOBINGMEIYOUYAOQIUYIKAISHIJIUNENGMAIDUOSHAOTAI。WOZUODAILIXIAOSHOUSHIJINIANLE,DUIYIGECHANPINDESHICHANGQIANJINGFEICHANGZHONGSHI,XIZHILANGSUIRANSHIGEXINCHANPIN,DANJIANGLAIKENDINGHUISHIJIAYUHUXIAODE、JIATINGBIBEIDEDIANQI。MUQIANZAIXIANYIJINGDADAOLEJIAYUHUXIAO,3—5NIANNEIKENDINGHUIXUNSUPUJI,CHENGWEICHENGSHIJIATINGDEBIXUPIN”。

   JIZHEZAIJIAJUCHAOSHICAIFANGDEDUANDUANJISHIFENZHONGLI,XIZHILANGJINGRANMAICHULE5TAI,XIAOFEIZHEDUIZHEIGEGANGSHANGSHIDEXINCHANPINWEISHENMERUCIQINGLAI?

新皇冠体育??? ZAIKAIYUANSHANGCHENGYICIGOUMAI2TAIXIZHILANGDEWANGNVSHIDUIJIZHESHUO“WOZAIRIBENLIUXUESHIYIZHIYONGXIZHILANG,YIJINGXIGUANLEBIANHOUSHUIXI,XIBICABUDANGANJINGWEISHENG,ERQIEHENSHUFUHENFANGBIAN,SHINVXINGYUFANGBINGJUNGANRANDEHAOCHANPIN”WANGNVSHIDEXIANSHENGQIANGGUOHUATOUSHUO“TAYITINGSHUOXIZHILANGZAIXIANSHANGSHI,JIURANGRANGZHEMAI,SHUNBIANYEJILAORENMAIYITAI。FANZHENGYEBUGUI,CAIYILIANGQIANKUAIQIAN,BIGUOWAICHANPINBIANYILEHAOJIQIANKUAIQIAN”。

   JUDIAOCHA,XIZHILANGZAI1995NIANZHI1998NIANJIAN,YITAIJINKOUDECHANPINZAIBEIJINGHESHANGHAISHOUJIAYIBANZAIYIWANWUQIANYUANZUOYOU,GUOCHANDE“XIZHILANG”YEPUBIANMAILIUQIANYUANSHANGXIA,SUIRANYOUGUOMANZHANGDESHICHANGPEIYU,DANQIANGGUIDEJIAGERANGPUTONGLAOBAIXINGWANGERQUEBU,NENGGOUGOUMAIZHEYEDUOWEIDANGSHIDE“YOUQIANREN”。DANGRAN,RENMENDUIWEISHENGXIGUANYUSHENTIJIANKANGMEIYOUZUGOURENSHI,YESHITUIGUANGDELINGYIZHANGAI。2003NIANQIANDELIANGNIANNEIPUBIANJIANGJIA50%ZUOYOU,ZUIZAOMAIWULIUQIANYUANDECHANPINMUQIANYEJINMAIDAOBUZUSANQIANYUAN。JIZHEFAXIAN,XIZHILANGCHANPINSHOUJIAZUIDIDESHILIANGZHIPAIXIZHILANG,YOUYIKUANJIXINGJINSHOU980YUAN,ZHEINENGBURANGSHIMINDONGXINMA?

   LIANGZHIXIZHILANGSHENGCHANCHANGJIADEYINGXIAOFUZONGXIAOJUNGAOSUJIZHE:WOMENHENZHONGSHISHICHANGXUQIU,SUIRANMUQIANWOMENDEGONGZUOZHONGDIANSHISHENGCHANYANFA,DANSHIWOMENDUIXIZHILANGDESHICHANGQIANJINGFEICHANGKANHAO,WOMENJIANGPINGJIEKEXUEYOUXIAODEYINGXIAOSHOUDUAN,JINGGONGDERIBENJISHU,YOUSHIDEJIAGETUIGUANGSHICHANG,WOMENDEDINGWEIJIUSHIYIGAOPINZHICHANPINSHEJIMANZUGUANGDAXIAOFEIZHEDEQIANZAIXUQIU。

   JIEZHIJIZHEFAGAOQIANLEJIE,LIANGZHIXIZHILANGANZHUANGYUYUEYIJINGPAIMANSANGEGONGZUORI,REXIAOJUMIANHAIZAIBUDUANSHENGWEN。

新皇冠体育   BIZHEHOULAILEJIEDAO,GAIGONGSIDEQIHUAZHUGUANSHIBAOSHEJIZHE、GUANGGAOCEHUACHUSHEN,ZUOYINGXIAOCEHUAYEYOU4NIANZHIJIU,NANGUAIDUZHEZAIHOULAIDEXIAOGUODIAOCHAZHONGHAIJIANCHIRENWEI“JIUSHIXINWENYA”。


论点四:善于运用新闻惯用词汇

   ZAIRUANWENDEXIEZUOGUOCHENGZHONG,YAOSHANYUYUNYONGXINWENGUANYONGDEYIXIECIHUI,LAIZENGQIANGZHENGWENDE“XINWENXING”,RUHECAINENGYUNYONGHAOXINWENCIHUI?

   SHIJIAN、DIDIANCIHUI:BIRU“JINRI”、“ZUOTIAN”、“ZHENGDANG××DESHIHOU”、“×YUE×RI”HE“ZAIWOSHI”、“××SHANGCHANG”、“JIAZHU××JIEDE××”DENGDENG,ZHEIXIESHIJIANYIJIDIDIANDEGAINIANKEYIYINDAODUZHECHANSHENGYUGAISHIJIAN、GAIDIDIANDEXIANGGUANLIANXIANG,JIASHENYINXIANG,DANHUAGUANGGAOXINXI。

   LI:《“SHENZHOUSANHAO”HULULIZHUANGSHAYAO?》PIANSHOU:

   14RISHANGWU10DIAN30FEN,YOUTAIKONGRENXINGXIANG、“SHENZHOUSANHAO”ZIYANGDEHUANGLVSECAICHERUTENGFEIDEJULONGWANYANSHIRUNANMEN。SHUBAIMIZHANGDECHEDUIXIYINLEZHONGDUOXINGRENDEMUGUANG。

   “KUAIKAN,ZHEIMEZHANGDECHEDUI,SHIBUDUIDECHEBA?”“BUSHI,XIANGJIEHUNDECHEDUI,HAOXIANGYEBUDUI,ZHEIMEDUOCHE。”LIANGWEIXINGRENYUANYUANKANJIANCHEDUIJIUDASHENGZHENGLUNQILAI。DENGCHEDUIKAOJINHOU,DAJIACAIKANQINGCHUCHETISHANGDEZIJISHI“SHENZHOUSANHAOGANLUJUTANGTAIKOUFUYE”。

   DANGRAN,CIGUANGGAODEDADANYONGTUYESHIQICHENGGONGDEZHUYAOFANGMIAN,SUIRANHAIBUNENGCHENGWEICHUNCUIDERUANWENGUANGGAO(SIZHANGXINWENTUPIANZHANLEBANBANDE3/4),DANGUANGGAOWENDEXIEFAYESHIZHIDEXUEXIDE。CIWENDELINGYIYOUDIANBIZHEJIANGZAIXIAYIGELUNDIANZHONGJINXINGYINZHENG。

   XINWENYUANYOUCIHUI:BIRU“JUDIAOCHA”、“JULEJIE”、“BIZHEHAILEJIEDAO”、“ZAICAIFANGZHONGLEJIEDAO”、“JU××SHUO”、“BIZHEQINYANKANDAO”DENGDENG,ZHEIXIECIHUIRANGDUZHEGENGNENGGANDAOXINXIDEZHENSHIYUYOUJUKECHA。DANGRAN,XINXIBENSHENSHOUXIANBIXUSHIZHENSHIDE。

新皇冠体育   《PUGUANG“XIZHILANG”REXIAOBEIHOU》JISHIRUCI,QUANWENZHONGDUOCHUYUNYONGCILEICIHUI,JIRUANWENDEKEDUXINGTIANCAIBUSHAO,YEYIBUYIBUXIYINDUZHEDUWANQUANWEN,JIESHOULEQIYESUOYAOBIAODADEDUOFANGMIANXINXI。

新皇冠体育   SHENFENCIHUI:YIBANERYAN,DADUOSHUQIYEZAIRUANWENXIEZUOSHIXIHUANYONG“××GONGSI”、“××CHANPIN”RUHERUHE,KANBUDAOYEGANJUEBUCHUXIEZUOZHEDESHENFEN,ZHEIJIURANGDUZHEZAIYUEDUDESHIHOUMEIBANFABAZIJIRONGDAOWENZHANGDEJIAOSEZHONG。DUZHEYUEDUXIGUANSHANGZIWOJIAOSEDE“ZHAOBUZHEBEI”,JIANGHUIDAOZHIDUZHEWUFAZAIYUEDUZHONGPANDINGZIJIDELIZUDIANHESHIJUEDIAN,JIUHUICHANSHENG“DISANZHIYAN”KANRENAODEGANJUE。

   RUGUOYONG“BIZHE”、“JIZHE(YOUDEMEITIRUANWENJINYONG)”、“WO”DENGSHENFENCIHUI,HUIRANGDUZHEYUZUOZHE“HEERWEIYI”,DUZHEDESHIJIAO、GUANDIANYEHUI“GENZHEZUOZHEDEGANJUEZOU”。

新皇冠体育   LI:《“SHENZHOUSANHAO”HULULIZHUANGSHAYAO?》YIWENZHONGDE“20FENZHONGHOU,CHEDUIRAOCHUNANMEN。WUFANONGQING‘SHENZHOUSANHAO’HULULIMAISHAYAO,WOMENZHIHAOBODACHETISHANGBIAOZHUDEZIXUNDIANHUA……”。XIANG《PUGUANG“XIZHILANG”REXIAOBEIHOU》YIWEN,DALIANGYUNYONG“JIZHE”、“CAIFANGZHONG”、“DUIJIZHESHUO”DENGSHENFENCIHUIHEYUJU,DUZHEDE“XIANCHANGGAN”XIANGYINGZIYIYANGHUIGENZHE“JIZHE”YIQI“CAIFANG”。


论点五:广告信息要巧妙地融合

   RUANWENGUANGGAOZAICHUANGZUOGUOCHENGZHONG,“SHUOSHENME”HE“ZENMESHUO”SHICHUANGZUORENYUANSHOUXIANYAOKAOLVDELIANGGEZHONGYAOYINSU。

新皇冠体育   SHOUXIANSHI“SHUOSHENME”。ZHEIYESHICHONGFENZHENGHEXINXIZIYUANDEZHONGYAOHUANJIE。DANWOMENSUOKANDAODEDADUOSHURUANWENGUANGGAO,QIUDAQIUQUAN,YOUYIZHONGSHIZUIZHONGYAODEXINXIYANMEIZAILE“ZHANGPIANXIAOSHUO”ZHIZHONGDEGANJUE,FANERDEBUCHANGSHI。

   例:《海信:“变频专家”是怎样炼成的——江湖篇一》、《海信:“变频专家”是怎样炼成的——江湖篇二》、《海信:“变频专家”是怎样炼成的——江湖篇三》………每篇均为大报半个版,从1982年世界上第一台变频空调研制成功写到2003年6月海信推出能效比高达5.0以上的变频空调产品,洋洋洒洒上万字。
例:《西安人能否顺理成章接受性商》、《张大宁说:“完全可以”》、《21世纪请张大宁教你补肾》……也是如此。

   SHIXIANG,ZAIBAOZHONGZHONGDUO、BANMIANZHONGDUO、XINWENZHONGDUO(WANGLUODECHONGJIZANQIEBULUN)DEBAOZHIMEITISHANG,FAZHEIYANGDERUANWENGUANGGAO,QIYEJIUJINGXIANGSHUOMINGSHENME?ZUOZHEYOUXIEZUODENAIXINDUZHEYOUYUEDUDENAIXINMA?SHENMEDOUSHUODENGYUSHENMEDOUMEISHUODEGUANGGAOCHUANGZUOJIBENSIXIANGZAINALINI?

   QICISHI“ZENMESHUO”。SUHUASHUO:HUAYOUSANSHUO,QIAOSHUOWEIMIAO,GENGHEKUANGSHIGUANGGAO。DUIYUYIPIANRUANWENERYAN,RUGUONENGBAZUIZHONGYAODEXINXIQIAOMIAODIRONGRUWENZHANGJIEGOU,JIUHUICHENGWEIDIANJINGZHIBI。

   LI:《“SHENZHOUSANHAO”HULULIZHUANGSHAYAO?》YIWENZHONGDE“WUFANONGQING‘SHENZHOUSANHAO’HULULIMAISHAYAO,WOMENZHIHAOBODACHETISHANGBIAOZHUDEZIXUNDIANHUA(029)8317613LEJIEQINGKUANG”。“YUANLAIZHEISHIGUOJIAJIGAOXINJISHUQIYE——HENGTONGGUANGHUAZHIYAOYOUXIANGONGSIWEIQIXINCHANPIN‘SHENZHOUSANHAOGANLUJUTANGTAIKOUFUYE’PEIBEIDEBAIYULIANGBIAOSHITONGYIDESONGHUOCHEJIZHONGLIANGXIANG。”

   LI:《PUGUANG“XIZHILANG”REXIAOBEIHOU》YIWENZHONGDE“JIZHEFAXIAN,XIZHILANGCHANPINSHOUJIAZUIDIDESHILIANGZHIPAIXIZHILANG,YOUYIKUANJIXINGJINSHOU980YUAN,ZHEINENGBURANGSHIMINDONGXINMA?”HE《BEI99%DERENHUSHIDEWEISHENGXIGUAN》YIWENZHONGDE“‘XIZHILANGZAIRIBENDEPUJILVYIJINGGAODA90%YISHANG,OUZHOU、DONGNANYADIQUYEZAOYIPUJI。MUQIANZHONGGUOZHIYOUSHAOSHURENZAIXIANGSHOUBIANHOUWENSHUIQINGXIPIGUDESHUFUHEJIANKANG’ZHONGGUOJIADIANSHANGYEXIEHUISHICHANGWEIYUANMAYUEXIANSHENGGAOSUJIZHE”。

新皇冠体育   YISHANGLIANGGEANLIZHONGDEGONGSIMINGCHENG、PINPAIMINGCHENG、CHANPINMINGCHENG、DIANHUAHAOMADENGXINXI,JUNBEIQIAOMIAODIANPAIZAIWENZHANGZHONG,SHIDUZHEZAIBUZHIBUJUEZHONGHENZIRANDIJIUHUODELEZHEIXIEZHONGYAOXINXI,ZHEIYESHIQIYESUOZHUIQIUDEZUIJIABIAOSHUFANGSHI。


论点六:遵循新闻排版风格设计

   RUANWENGUANGGAODEBIANPAISHEJIYESHIYOUXUEWENDE,BIZHEGENJUDUONIANDERUANWENCAOZUOJINGYANZONGJIERUXIA,JINGONGCANKAOYUTAOLUN。

   ZITI:BIAOTI(BAOKUOYINTIHEFUTI、XIAOBIAOTI)DEZITI、ZHENGWENDEZITIJUNYINGHEFABUMEITIGUANYONGDEXINWENZITIYIZHI。DUIZITIDEZHUANGSHI(RUDIWEN、YINYING、LITIDENG)YEYAOHEXINWENDESHEJIFENGGEBAOCHIYIZHI。

新皇冠体育   ZIHAO:CHUGUOZITIDESHEJIYUXINWENBAOCHIYIZHIZHIWAI,ZIHAOYEYAOHEXINWENGAOJIANGUANYONGDEZIHAOYIYANG,ZHEIYANGCAIHUICONGZHENGTISHANGRANGDUZHEGANDAO“XIANGXINWEN”。

   FENLAN:DUIJIAOZHANGDERUANWENGAOJIAN(YIBAN800ZIYISHANG),ZAISHEJISHIJIUYAOJINXINGFENLANCHULI。FENLANSHI,YAOCANKAOFABUMEITIDEFENLANFANGSHI,YANGEBAWOMEILANDELANKUANZHANGDU。YIBANDABAODEMEIBANYIWULANHUAFEN,MEILANYUE6LIMIKUAN,XIAOBAODEMEIBANYISILANHUAFEN,MEILANYUE5.5LIMIKUAN。

   边框:每种报纸的新闻稿件边框线都有其固定的风格,如《华商报》的新闻便框线为3毫米的灰色(彩版为绿色或蓝色),而《西安晚报》则为粗线条边框。北京、上海、广州等各地报纸媒体也都不尽相同,甚至没有边框,这些都是软文广告编排设计时要参考的细节。

行距、字距:一般来说,新闻正文的行距一般以1毫米为佳,1厘米的距离内只能排三行字。字距一般小于1毫米,1厘米内可以排3.5个字。软文编排设计时严格把握行距和字距的疏密,再配合字体字号的一致,足可以和新闻稿别无两样。

新皇冠体育   ZAIZHEIYIDIANSHANG,“XIZHILANGRUANWENMOSHI”DEDIANFANZHIZUO《YIGEBEI99%DERENHUSHIDEWEISHENGXIGUAN》、《ZHONGYAOTISHI:BIANHOUQINGJIEFANGSHIDEGAIGAI》、《XIZHILANG,XIANRENNENGJIESHOUMA?》、《XIZHILANG,YUSHIDIANQIXINCHONGER》、《WEIYUZHUANGXIUDEWANMEIFENGBAO》、《PUGUANG“XIZHILANG”REXIAOBEIHOU》DENGXILIERUANWENJUNYANGEBAWOLEYISHANGJIDIAN,ZHENGSHIYINWEIRUCI,ZHONGQIYEZAIHOULAIDERUANWENBIANPAISHEJIZHONGFENFENFANGXIAO,XINGCHENGLEYIZHONGMOSHI。


新皇冠体育 论点七:发布时和新闻粘在一起

   RUGUOSHUOCHENGJIUMOUJIANSHIQINGXUYAO“TIANSHI”、“DILI”、“RENHE”DEHUA,RUANWENGUANGGAODECHENGGONGFABUYEXUYAORUCI。BIZHEYIWEI,RUANWENGUANGGAOFABUSHIYAOHEXINWENZHANZAIYIQI,ZHUYAOSHIFABUSHIDE“TIANSHI”HE“DILI”,ZHIYU“RENHE”,JIANGZAIXIAYIJIELUNDIANZHONGCHANSHU。

   “TIANSHI”:ZHUYAOBIAOXIANZAIQIYEFABURUANWENGUANGGAOSHIDUIFABUQIJIDEBAWOYUDUIDANGSHIXINWENREDIANDEQIAOMIAOGENCONG。DANGXINWENMEITIZAILIANXU“CHAO”MOUGEZHONGYAOHUATISHI,QIYEYAOKUAISUZUOCHUYINGBIAN,ZHUANXIEYUCIHUATIXIANGJINDERUANWENJINXING“GENFENG”,ZHEIYANGCAIHUI“BADOUFUCHAOCHENGROU”。

   LI:“LIANGZHIXIZHILANG”GENZHE《HUASHANGBAO》ZAIFEIDIANQIANQIDE《YIGEBEI99%DERENHUSHIDEWEISHENGXIGUAN》,ZAIFEIDIANZHONGQIDE《ZHONGYAOTISHI:BIANHOUQINGJIEFANGSHIDEGAIGAI》DENGYIXILIERUANWEN,FANYINGXUNSU,ZHUTIQIETIE,XIAOGUOJIJIA。

   LI:“SHENZHOUSANHAO”KOUFUYEGENZHE《HUASHANGBAO》ZAISHENWUFEITIANSHIDE《TAIKONGYAOSHENZHOUSANHAOHUANXINGRENJIAN》RUANWENGUANGGAO,FABUSHIJIYEFEICHANGHAO,GUANZHUDUFEICHANGGAO。

   “DILI”:ZHUYAOZHIRUANWENFABUDEBANMIANWEIZHI。WOMENXIANLAIKANJINGMINGDEQIYESHIZENMECAOZUODE:

   LI:XIANLIANGZHIDIANQIGONGSIANZHAOXINWENBIANPAIFANGSHIJIANGRUANWENSHEJICHENGTONGLANGUANGGAO(YOULIYU“SHANGTIEXINWEN、XIAYAGUANGGAO”DECELVE),FABUQIANYOUHEXIANXINYIDAIGUANGGAOGONGSIHETONGYUEDING:1、GENXIANXINWENBAN;2、RUANWENSHANGMIANJINTIEXINWENGAOJIAN;3、RUANWENXIAMIANBIXUYOUGUANGGAO。CICELVEPINPINCHENGGONG,RANGLIANGZHIDIANQICHANGDAOLEBUSHAOTIANTOU,YIZHIHOULAIYOUYIQIYINBAOZHIBIANPAISHIZAINANYIMANZUDI3GETIAOJIANERZHIYIBUFA,ZAIFAPAIQIANJINJICHEGAO,GUANGGAOGONGSIYEYUDIERTIANTUIHAIGUANGGAOFEI,DENGDAIYOUHESHIDEBANMIANHOUZAIFA。

   CONGYISHANGLIANGDIANBUNANKANCHU,QIYEFABURUANWENGUANGGAOBUSHIZHAOZHEJIHUAANBUJIUBAN,JIYOUJIHUAXINGYOUYOUCELVEXING,GENGYOUDUIJIHUAHECELVEJISHIXIUZHENGHECHUANGXINDEYINGBIANNENGLI,SHIDADUOSHUQIYEYINGGAIXUEXIHESIKAODE。

   LUNDIANBA:MEITIGONGGUANGONGZUOBIBUKESHAO

新皇冠体育   QIYEDEMEITIGONGGUANSHIYIXIANGZHANGQIDEGONGZUO,ZHUZHONGXUANCHUANDEQIYEDOUSHISHANYULIYONGMEITIZIYUANDE。

   MEITIGONGGUANGONGZUODEZHONGDIANBAOKUOLIANGGEFANGMIAN,SHOUXIANSHIRENJIGUANXIFANGMIAN,QICISHIYEWUHEZUOFANGMIAN。RENJIGUANXIDEGONGGUAN,NENGWEIQIYELONGLUOYIPIJINGCHANGGUANZHUZIJIDEJIZHE、BIANJI,KEYISUISHIJIANGQIYEFASHENGDE、XUYAOXUANCHUANDEXINXIHAOWUZHANGAIDITONGGUOTAMENSHIXIANFABU。FANGUOLAI,MEITIYESHIXUYAOGEZHONGGEYANGDEXINWENXINXIDE,ZHIYAORENJIGUANXICHUDEHAO,JINGCHANGJIAOLIU,JIZHEHUOZHEBIANJIZAIZUGAOSHI,YEHUIJIANGTASUOLEJIEDEQIYEXINXIZUZHIDAOXINWENGAOJIANZHONG。

新皇冠体育   ZAIRENJIGUANXIFANGMIAN,QIYEDOUYINGGAIYOUYIPIMEITIJIEDEPENGYOU,JISHIBUSHICHUNCUIWEILEFABUXINWENHUOZHEGUANGGAO,JINGCHANGJIAOLIUDUIQIYEZHENGQUE、HELI、YOUXIAOLEJIEMEITIXINXIHEYUNYONGMEITIZIYUANYESHIYOUHAOCHUDE,YOUDEQIYEYEFEICHANGSHANYUHEMEITIJIEPENGYOUYIQITANTAOGENGGUANGFANDENEIRONG。

   LI:YACHENYINGXIAOGUANLIZIXUNGONGSILAOZONGMAYUEXIANSHENG(YUANHANGZHOUAOPUYUBACEO)JIUSHIYIWEIFEICHANGREZHONGYUMEITIDAJIAODAODEREN,BUJINWEIMEITICHUMOUHUACE,ERQIEJINGCHANGHEMEITIGONGTONGCEHUAXINWENXUANTI,ZHEIBUJINWEIZIXUNGONGSIYINGDELEYIPIMEITIZIYUAN,YEWEIZIXUNANZUCHUBEILEDALIANGDEMEITIZIXUN,YIZHIBANGZHUKEHUZAIMEITIDEYUNZUOSHANGDEXINYINGSHOU、YOURENYOUYU。

   ZAIYEWUHEZUOFANGMIAN,QIYESUIRANZHIYAOTAOQIANJIUNENGGOUMAIDEMANYIDEBANMIAN,DANWANGWANGJINGMINGDEQIYEDOUHUITONGGUOGONGGUANGONGZUOSHIXUANCHUANXIAOGUOYUANYUANCHAOGUOTAOTONGYANGJIAQIANDEQITAQIYE。ZHEIYIDIANSUIRANCAOZUOQILAIKUNNANZHONGZHONG,DANYIDANCHENGGONG,JIUHUIDADAOSHIBANGONGBEIDEXIAOGUO。

   LI:2003NIANCHUNJIEQIAN,YACHENYINGXIAOGUANLIZIXUNGONGSIZUZHIZIJIDESHIJIJIAXIAOJIADIANKEHU,RU:LIANGZHIXIZHILANG、AOPUYUBA、SUBOER、SHANGPENGTANGDENG,YU《HUASHANGBAO》YIQIGONGTONGCEHUASHISHILEYIQI“SONGLIJIUSONGXIAOJIADIAN”TEKAN,TEKANZHIQIAN,BAOZHIJIUDUI“SONGLISONGSHENME?”“SONGLISONGSHISHANGXIAOJIADIAN”JINXINGLEYICIGUANNIANYINDAO,TEKANFACHUDANGQI,BAOZHIYOUDUI“SHISHANGXIAOJIADIANXIANQISONGLIRECHAO”JINXINGLEDAPIANFUDEBAODAO,BINGYI“SHISHANGXIAOJIADIAN,RELITUIJIANBANG”DEXINGSHI,JIANGSHIJIGEXIAOJIADIANCHANPINYIYIJIESHAO,BUDANWEISHIJIJIAKEHUJIESHENGLEBUXIAODEGUANGGAOFEI,ERQIELIANHEZAIYIQIGONGTONGSUQIUYIGEGUANGGAOZHUTI“SONGLI”,QUDELEHENHAODEXIAOGUO。

   LI:2003NIAN,《HUASHANGBAO》MEIZHOULIUDE“JIANKANGHUATI”YEYUQIYEHECHANPINJINXINGLEHUDONGSHIYEWUHEZUO。ZHEIZHONGHEZUOFANGSHIZHUYAOSHI:MEIQIDOUHUIYOUBUTONGDEJIANKANGHUATI,BUTONGDEHUATIJIUHUIYUBUTONGDEQIYEHUOCHANPINXIANGGUAN,MEICIHUATISHAOZELIANGGEBANBAN,DUOZESIGEBANBAN,ZHEIYANGYILAI,HUATIXIAMIANDEGUANGGAOBANJIUCHENGLEXIANGGUANQIYEHECHANPINDEXUANCHUAN“LIANGTIAN”。ZUIWEITUCHUDESHIYIXIAJIGEHUATI:“ERTONGQIANZHONGDU”、“TANGNIAOBING”、“GAOXUEYA”、“NVXINGJIANKANG”DENG,BAOSHEYIJINGHUALEHENDABANMIANJIANGZHEIXIEHUATISHUODEFEICHANGTOUCHE,YIYUAN、YAOPIN、BAOJIANPINGUANGGAOZHIXUYAOGENPINPAIXINGXIANGJIUNENGDADAOLIXIANGDEXUANCHUANXIAOGUO。

   YISHANGLIANGZHONGYEWUHEZUOFANGSHIBUDANQIYEXIHUAN,DUZHEDEFANYINGYESHIHENBUCUODE,ZHEIYEXUYAOQIYEMIQIEGUANZHUMEITIDEBAODAODONGTAIHEBAODAOXINGSHI,JISHIZUOHAOGOUTONGYUJIAOLIU,BUYAOCUOGUOYOULIDEXUANCHUANSHIJI。(ZUOZHE:MAXUNKE)

 


   更多文章,陆续发表中,请关注专业杂志或网站,或登陆在Google或百度搜索。


新皇冠体育

 

 

   
 

| 返回新皇冠体育 | 联系我们 | 信息反馈 | 收藏本站 | 网站地图 | 人才加盟 | 友情链接 |
本站关键词:整合传播公司|深圳整合传播公司|整合营销传播|深圳营销策划公司|广州营销策划公司|东莞营销策划公司|广告公司|深圳广告公司|广告设计公司|广告策划公司|品牌策划公司|VI设计公司|包装设计公司|营销策划公司|标志设计公司|标识设计公司|品牌设计公司|广告设计|品牌策划|营销策划|VI设计|广告策划|策划公司|设计公司|LOGO设计公司|平面设计公司|广告|品牌设计|标志设计|包装设计|标识设计|LOGO设计|CI设计|CIS策划|画册设计|平面设计|深圳广告策划公司|
Copyright @ 2000-2007 Gongchuang Brand Planning Organization. All rights reserved.