| As the post-80 s and post-90 s generations become the main consumption force,kitchen appliances have evolved from a traditional cooking tool to a health care companion.As a new cooking appliance,the steam and baking integrated machine market has great potential for growth.Midea,in a strategic transformation to the highend market,launches its high-end series product—the steam and baking integrated machine S5 Turbo.However,this market has attracted many competitors,which brings a certain threat to its launch.It needs to innovate its selling points and establish the core advantage.This plan adopts the method of consumer interview and questionnaire survey,and puts forward the innovative selling point of "degreasing and salt reduction".It is proposed to spread from the fans to the fitness group,and then to the market target group.According to the Diffusion of Innovation Theory,the advertising plan was divided into four stages of recognition,persuasion,decision-making and implementation.And,key evaluation indicators are selected in each stage to evaluate the effect of the advertising plan.At the same time,the questionnaire of selling point evaluation is designed to understand the market response for further adjustment of the follow-up scheme. |
