1、1第1页，共35页。2第2页，共35页。3第3页，共35页。4第4页，共35页。5第5页，共35页。6customer第6页，共35页。7第7页，共35页。8experience and entertainment?第8页，共35页。9Guest Segmentation Vs.Sales12.351.941.535.811.846.70102030405060708090100Sample%Sales%of TotalLowMiddleHigh第9页，共35页。10第10页，共35页。11第11页，共35页。12HighMediumLowNo-Profit第12页，共35页。1333%75%
2、SalesBuyers第13页，共35页。14第14页，共35页。15第15页，共35页。16第16页，共35页。17第17页，共35页。18OccasionalSemi FansCollectorsGreat FansNever第18页，共35页。19 Loyalty Frequency of Purchase Sales&Profit Competitive Brand Store Presence&VisitIncreaseMaintainMaintainMaintainPreventDecreaseMaintain第19页，共35页。20第20页，共35页。21第21页，共35页。22
3、第22页，共35页。23第23页，共35页。24Advertisingmass communicationbrand imageOne-to-Oneindividual communicationmore benefit driventrack response&testbrand imageBUILD BRANDInternetindividual communicationmore benefit driventrack response QUICKLYbrand imagePRmass communicationbuilds brand credibilitybrand imageSto
4、rein-store communicationbrand experiencecastbrand image第24页，共35页。25With one step in the store,youll find a world of MagicWow!Youre left standing with your mouth open.Everyone believes in Magic somewhere in the heart.The Disney Store brings out such belief.It is an exciting space that is close to you
5、,where you can feel,touch and bring back home Disney Magic that has transformed into an object.The Disney Store第25页，共35页。26第26页，共35页。27第27页，共35页。28第28页，共35页。29第29页，共35页。30第30页，共35页。31第31页，共35页。32StoreGuestCloser IntimacyI.e.Deeper Relationshipby understanding each guest.第32页，共35页。33You can have even
6、 deeper relationship with Disney Magic through Disney“Club WOW!,”and the world of Disney Magic becomes even closer to you.Imagine how fun and delightful your life will become.Disney “Club WOW!”第33页，共35页。34Lead&AcquisitionRetentionIn-storeLeafletPosterOn-receiptCastOut-storeLeafletInternetIn-storeWelcome packCardExisting DataWelcome packand cardMemberPurchase X yenDataCapturePointsRewardsIn-storeCastPoint-checkGive-away DMB-day cardSeasons grtgw/InvitationInternetMembers page第34页，共35页。35 GuestsDM CommunicationsHQDatabaseInternet Communications第35页，共35页。
