The Innovation Operation Plan For Hangzhou Roboshop

This plan is to bide on the roboshop operation project.Robotshop is an upgraded version of the traditional vending machine.It is linked to the Internet,and equipped with high-definition video surveillance and electronic screen.It is no longer a kind of retail terminal;it has become the forefront of brand marketing and big data analysis.This article is based on the actual situation of the robotshop and mainly uses the literature research method,the depth interview method and the field investigation method,with the guide of brand communication theory.Firstly,use PEST theory to analyze the robotshop’s macro and micro environment.Secondly,through depth interviews,understand the market scale and competition situation of automatic vending industry,and then summarize SWOT condition.Thirdly,put forward the design concept,which provides the planning a unique creation style.Fourthly,use the Dentsu’ honeycomb model to introduce the innovation planning content.Finally,through field investigation,track users’ feedback,evaluate the effect and analyze the project risk.This case advocates that using the platform thinking and brand communication theory to operate robotshop.With the help of the Dentsu honeycomb model,this plan creates a slogan of "Amazing pocket,the first station of wisdom life".I also suggest building "Amazing pocket" robotshop website and WeChat official account to gather the key opinion leaders.At the same time carry out the new media marketing,promoting the "amazing pocket" robotshop symbol system,brand personality,functions,feelings,authority basis and the ideal customer image.After establishing the brand image of the robotshop,we can not only undertake brand interactive marketing activities,but also place brand advertising on website and wechat official account.