王品缔造奇的魅力行销术

简介∶王品日前以股价 492 元风光上市，反应产业趋势不再是科技业一支独秀。2011年，全球一片不景气中，王品就创下 36% 的年营收成长以及高达96亿的年营业额。然而，树大招风的王品近年来也被批评餐饮服务过於制式化而引发不少争议。拥有12个品牌的王品集团如何经营并塑造各品牌间的差异?biz杂带您一探究竟

Marketing, the Wowprime Way

With 12 brands under its umbrella, including Wang Steak and Tasty, Wowprime is Taiwan’s biggest restaurant group. Where multi-brand owners have struggled in a tough economy, Wowprime has sustained growth. Apart from an abortive stab at the U.S. market, the company has seldom put a foot wrong. Indeed, so successful has its juggling act been that its marketing techniques have been documented in a book: “Wowprime — Success with Multiple Brands.” What are these secrets of Wowprime’s success?

Database Marketing

A form of direct marketing, this approach targets repeat customers. Companies collect and maintain customer data and preferences so that the services can be tailored to individual needs.

Text Message Marketing

Timing is of the essence here for maximum effect. As well as texting post-meal thank you messages, Wowprime draws on its database of personal information to wish customers a happy birthday or wedding anniversary. The tactic is designed to surprise and delight customers.

Cross-industry Collaboration

Cross-industry collaboration can increase exposure in different channels. Brand positioning, however, is the foremost concern in forging such relationships. Your partner should be among the leading brands in its field with a brand image that will only strengthen your position. An opportune collaboration will create a win-win situation.

王品缔造奇迹的魅力行销术

旗下拥有王品牛排和西堤牛排在内等 12 个品牌的王品是台湾最大的餐饮集团。当多品牌业者在艰困的景气中挣扎求生时，王品却持续成长。撇开尝试进军美国市场失利不说，这家公司鲜少失足。的确，王品多管齐下的经营策略是如此成功，以至於其行销技巧被收录在《多品牌成就王品》一书当中。王品成功的秘密是什麽呢？

资料库行销

这个方法是针对老顾客的一种直效行销模式。公司会搜集并维护顾客的资料和喜好，这样所提供的服务才能迎合个人需求。

简讯行销

为达到最大效益，时机在此至关重要。除了发送餐後致谢简讯，王品也运用其个人资讯资料库来祝贺顾客生日或结婚周年快乐。这项策略是设计来让顾客感到惊喜与愉快。

异业合作

异业合作可增加在不同管道的曝光度。然而，品牌定位在建立这类的关系时仍是首要考量。你的合作对象应是该领域的领导品牌，而其品牌形象就只会强化你的定位。适当的合作能创造双赢局面。

2012/06/04 (一) Your replacement will be sent to you in three working days.

您将在三个工作天内收到补发的新卡。

2012/06/05 (二) The new service will be launched at the end of the year.

这项新服务将在今年年底推出。

2012/06/06 (三) Here are the new leave of absence regulations.

这是新的休假规定。

2012/06/07 (四) Our product will be the most revolutionary investment plan on the market.

我们的产品将是市场上最具革命性的投资计画。

2012/06/08 (五) I'm going to find out what happened right now, so we can fix it.

我现在马上去查是怎麽回事，好把事情给解决。