《金牌文案：文案策劃與活動執行》是2017年9月清華大學出版社出版的圖書，作者是莊慶威。
基本介紹
- 書名：金牌文案：文案策劃與活動執行
- 作者：莊慶威
- ISBN：9787302468141
- 定價：49元
- 出版社：清華大學出版社
- 出版時間：2017年9月
內容簡介,圖書目錄,
內容簡介
為了幫助讀者快速掌握文案策劃與活動執行的知識，掌握文案寫作攻略，本書圍繞金牌文案這一核心內容，全面闡述了關於文案創作的三大主流內容，文案與碑捆漿活動執行核心戰略分析、企業經營不可或缺的八種文案、活動策劃與執行的主要類型與步驟。三大主流內容涵蓋文案策劃與活動執行的理論框架到實際套用的全方位攻略。本兆櫃嘗書使文案策劃人員能夠充分了解文案的豐富含義和實戰經驗，在文案策劃與活動執行中運籌帷幄、胸有成竹，充分發揮自身的產品和資源優勢，獲得理想的宣傳推廣效果；同時，也為文案策劃人員提供可參考借鑑的範例或樣本。
圖書目錄
CONTENTS
第1章 頂尖文案必備的兩大要素
1.1 戰略意圖··························································004
1.1.1 搶占市場，快速拉升市場占有率 ························004
1.1.2 穩定市場，與對手劃清範圍 ································006
1.1.3 壟斷市場，狙求端墓邀甩想擊新的參與者 ································007
1.1.4 騰訊“彈指間，心無間”文案的意圖是什麼 ·····009
1.1.5 阿里巴巴“雙11”狂歡節文案大分析 ················011
1.2 戰略滲透··························································013
1.2.1 給用戶傳達什麼感受 ···········································013
1.2.2 提供什麼類型殼拒的內容 ···········································015
1.2.3 用什麼樣的表達方式 ···········································017
1.2.4 神州專車是如何改變茅挨戒囑策略的 ································019
第宙府只整2章 活動執行的三大核心
2.1 投入預算··························································022
2.1.1 人員開支 ·······························································022
上篇
文案與活動
執行核心戰
略分析
VIII
2.1.2 物料開支·······························································023
2.1.3 聖誕節文案···························································025
2.2 渠道分發··························································027
2.2.1 現場參與者參與活動 ···········································027
2.2.2 媒體、網站、自媒體報導····································029
2.2.3 APP、連結等成交引導 ········································030
2.2.4 影響千萬人“逃離北上廣”的分發方案·············031
2.3 產出分析··························································033
2.3.1 需要產生多大的影響力········································033
2.3.2 需要產生多少直接成交額····································035
2.3.3 麥當勞告訴你，為什麼負產出不再有效·············037
中篇
企業經營不
可或缺的8
種文案
第3章 新品牌塑造文案
3.1 品牌五大核心 ··················································042
3.1.1 價值觀：產品為何而存在····································042
3.1.2 願景：惠及每一個人 ···········································043
3.1.3 知名度：多渠道推送 ···········································045
3.1.4 美譽度：產品品質+ 企業靈魂····························047
3.1.5 忠誠度：無以取代的理由····································049
3.2 品牌傳播··························································051
3.2.1 不是所有的牛奶，都叫特侖蘇 ····························051
3.2.2 以免費搶占市場的奇虎公司································053
第4章 新品推介文案
4.1 產品的核心優勢總結········································057
4.1.1 疊代性：比上一款，優在哪裡 ····························057
4.1.2 有利益對比，讓用戶切身體會到 ························059
IX
4.1.3 唯一性：新出現的概念或功能 ····························060
4.2 推介文案··························································062
4.2.1 小米是如何發布一款新手機的 ····························062
4.2.2 為什麼錘子手機要拿友商說事 ····························064
第5章 主動進攻性文案
5.1 對手分析··························································068
5.1.1 對手弱點匯總分析 ···············································068
5.1.2 對手弱點的核心 ···················································069
5.1.3 對手強項匯總分析 ···············································071
5.1.4 倒下的大黃蜂，撤離的優步 ································073
5.2 布局實施··························································074
5.2.1 發動第一波文案攻擊 ···········································074
5.2.2 加多寶犀利文案進攻王老吉 ································076
第6章 被動反擊性文案
6.1 自我分析··························································080
6.1.1 自我弱點匯總分析 ···············································080
6.1.2 自我弱點的核心 ···················································082
6.2 反擊方法··························································083
6.2.1 長攻短法：以己之長，攻其之短 ························083
6.2.2 包抄法：避開小爭議，直攻大營 ························085
6.2.3 引導法：主動將話題引向不利於對方的地方 ·····086
6.2.4 斷臂法：捨棄弱項，開闢新戰場 ························089
6.2.5 阿里巴巴反擊京東，眾友商湊熱鬧 ····················091
第7章 價格戰文案
7.1 比價策略··························································095
7.1.1 我方價低，則比價格 ···········································095
7.1.2 我方價高，則比服務 ···········································097
7.1.3 以我優品類，比對方劣品類································099
7.1.4 以我大品類，比對方小品類································101
7.1.5 無品類可比，比小特色········································102
7.2 比價文案··························································104
7.2.1 1 號店VS 京東商城 ·············································104
7.2.2 驢媽媽出手，終結旅遊文案作戰 ························106
第8章 市場調查文案
8.1 調查要素··························································109
8.1.1 調查目的：為了哪個要點而調查 ························109
8.1.2 調查對象：樣本的數量及地域、群體是否均勻 ··· 111
8.1.3 調查形式：通過何種方式去調查 ························ 112
8.2 調查文案··························································114
8.2.1 如何設計一份調查問卷 ········································ 114
8.2.2 如何分解階段性的進度 ········································ 116
8.2.3 如何對調查預算進行分配 ···································· 118
8.2.4 如何寫一份調查總結報告 ···································· 119
第9章 市場管理文案
9.1 管理文案要點 ··················································122
9.1.1 經營主題·······························································122
9.1.2 經營背景·······························································123
9.1.3 文案類目·······························································125
9.2 管理文案實戰 ··················································127
9.2.1 如何寫一個企業經營制度文案 ····························127
9.2.2 如何寫一個企業經營業務推廣文案 ····················129
9.2.3 如何寫一個企業產品介紹文案 ····························131
9.2.4 如何寫一個客戶關係管理文案 ····························132
第10章 企業契約文案
10.1 契約性文案 ····················································135
10.1.1 契約的八大要點 ·················································135
10.1.2 起草文案人立場分析 ·········································136
10.1.3 購銷契約文案 ·····················································138
10.1.4 業務契約文案 ·····················································140
10.2 企業第三方文案 ·············································142
10.2.1 第三方與甲方、乙方 ·········································142
10.2.2 企業投標文案 ·····················································143
10.2.3 企業代理文案 ·····················································145
第11章 危機公關文案
11.1 危機公關分析 ·················································148
11.1.1 事件起因 ·····························································148
11.1.2 造成影響 ·····························································149
11.1.3 爭議點 ·································································150
11.1.4 機會點 ·································································152
11.1.5 鎖定危機公關目標 ·············································153
11.2 公關要點 ························································154
11.2.1 澄清與回應關於這起事件 ··································155
11.2.2 爭取權威人物、媒體支持 ··································156
11.2.3 通過線下、網路對機會點進行披露 ···················157
第12章
新品牌塑造，如何傳播核心價值
12.1 價值傳遞策略 ················································162
12.1.1 價值不等於價值觀 ·············································162
下篇
活動策劃與
執行主要類
型與步驟
12.1.2 前期強調價值，後期強調價值觀 ······················163
12.1.3 避免高大上，用戶要的是“接地氣”···············164
12.1.4 淘寶= 便宜實惠；LV= 奢侈品··························165
12.2 新品牌上市，籌備一場新品發布會 ················167
12.2.1 先求精緻，再求規格，後求規模 ······················167
12.2.2 創始人演講風格、內容安排 ······························168
12.2.3 確認嘉賓屬性，對口優於對牌 ··························169
12.2.4 確認媒體屬性，區域、權威兩手抓 ··················170
12.2.5 媒體分發渠道多元化，融合主流與非主流 ·······172
12.2.6 羅永浩如何轉行推錘子手機的 ··························173
第13章 新品上市，如何虎口奪食
13.1 新品搶占市場策略設計 ··································175
13.1.1 SWOT 分析，直擊競品軟肋······························175
13.1.2 採取1+2 階段進攻策略，主攻與側攻相結合···176
13.1.3 在區域性主流媒體、電台、自媒體投放廣告 ···178
13.1.4 進小區推“免費贈”活動，積累人氣···············179
13.1.5 “買大送小”優於打折······································180
13.2 物料、人員儲備·············································181
13.2.1 成立專項活動組，負責人帶隊或督辦···············182
13.2.2 前期高提成、重獎勵，拉動內部活力···············183
13.2.3 設定最低預算與最高預算··································184
13.2.4 短期高舉高打模式，高頻投放廣告 ··················185
13.3 新品上市執行中的核心細節匯總····················186
13.3.1 專項活動組負責人權責統一 ······························186
13.3.2 業務談判組，前期放權要大 ······························188
13.3.3 為執行人員做好任務分解，有數據有方法 ·······189
13.3.4 設立地推人員後期保障機制 ······························190
13.3.5 神秘的蘋果新品推广部門··································191
第14章 借力促銷，開展價格戰
14.1 價格戰執行中的應變策略 ······························194
14.1.1 設立止損線，賠本生意做不得 ··························194
14.1.2 對手緩緩跟進，啟動“折上折”預案 ···············195
14.1.3 對手強勢跟進，建立價格底線同盟 ··················196
14.1.4 設立預售、會員等先收費機制 ··························197
14.2 12大促銷方法 ················································199
14.2.1 滿額促銷：滿1萬元送價值5 000元家具一套 ···199
14.2.2 會員式促銷：會員88折，全網底價 ·················201
14.2.3 特定周期促銷：周一單品半價 ··························203
14.2.4 抽獎式促銷：今天購買就有可能抽得蘋果iPhone7
大獎 ····································································205
14.2.5 優惠券促銷：下次再來，即減現金99元 ·········206
14.2.6 時事熱點促銷：奧運期間，全網9折 ···············208
14.2.7 臨界點促銷：新品上衣，99元封頂 ·················210
14.2.8 主題性促銷：母親節特價，全場88折 ·············212
14.2.9 公益性促銷：每消費100元，即為希望工程
捐1元 ·································································214
14.2.10 組合促銷：購完西裝，領帶半價 ····················216
14.2.11 捆綁式促銷：買手機，送三大配件 ·················217
14.2.12 承諾性促銷：7天無條件退款退貨 ·················220
14.3 促銷過程中，臨門一腳成交技巧 ····················221
14.3.1 直接請求法 ·························································222
14.3.2 假定成交法 ·························································223
14.3.3 二選一成交法 ·····················································224
14.3.4 優惠成交法 ·························································225
14.3.5 拒絕成交法 ·························································226
14.3.6 小點成交法 ·························································227
14.3.7 欲擒故縱法·························································228
第15章 產品質量問題，危機公關活動策劃
15.1 啟動應急產品預案 ·········································231
15.1.1 第一時間下架涉案產品······································231
15.1.2 本產品有關的關聯宣傳全部撤出 ······················232
15.1.3 安排產品召回或處理特殊通道 ··························233
15.2 啟動公眾回應預案 ·········································234
15.2.1 對外公布進度，指定唯一授權發言人···············235
15.2.2 瑕疵優先原則，第一時間承認服務有瑕疵 ·······236
15.2.3 盡一切努力與受損當事人達成一致 ··················238
15.2.4 引入權威人物，對爭議點進行回答 ··················239
15.2.5 安排媒體，進行事中專訪、事後回訪···············240
15.3 9大事件，看不同的公關姿勢·························242
15.3.1 上海“鏈家事件”，創始人的回應 ··················242
15.3.2 百度“魏則西事件” ·········································245
15.3.3 和頤酒店“女子遇襲”事件 ······························247
15.3.4 三星“爆炸門” ·················································249
15.3.5 一汽—大眾奧迪“被泡”72 小時危機公關 ······251
15.3.6 滴滴出行與印度牙醫LOGO 撞車 ·····················252
15.3.7 攜程“癱瘓門” ·················································254
15.3.8 三里屯優衣庫試衣間不雅視頻 ··························256
15.3.9 38 元天價蝦，一座城市的危機公關 ·················259
2.2 渠道分發··························································027
2.2.1 現場參與者參與活動 ···········································027
2.2.2 媒體、網站、自媒體報導····································029
2.2.3 APP、連結等成交引導 ········································030
2.2.4 影響千萬人“逃離北上廣”的分發方案·············031
2.3 產出分析··························································033
2.3.1 需要產生多大的影響力········································033
2.3.2 需要產生多少直接成交額····································035
2.3.3 麥當勞告訴你，為什麼負產出不再有效·············037
中篇
企業經營不
可或缺的8
種文案
第3章 新品牌塑造文案
3.1 品牌五大核心 ··················································042
3.1.1 價值觀：產品為何而存在····································042
3.1.2 願景：惠及每一個人 ···········································043
3.1.3 知名度：多渠道推送 ···········································045
3.1.4 美譽度：產品品質+ 企業靈魂····························047
3.1.5 忠誠度：無以取代的理由····································049
3.2 品牌傳播··························································051
3.2.1 不是所有的牛奶，都叫特侖蘇 ····························051
3.2.2 以免費搶占市場的奇虎公司································053
第4章 新品推介文案
4.1 產品的核心優勢總結········································057
4.1.1 疊代性：比上一款，優在哪裡 ····························057
4.1.2 有利益對比，讓用戶切身體會到 ························059
IX
4.1.3 唯一性：新出現的概念或功能 ····························060
4.2 推介文案··························································062
4.2.1 小米是如何發布一款新手機的 ····························062
4.2.2 為什麼錘子手機要拿友商說事 ····························064
第5章 主動進攻性文案
5.1 對手分析··························································068
5.1.1 對手弱點匯總分析 ···············································068
5.1.2 對手弱點的核心 ···················································069
5.1.3 對手強項匯總分析 ···············································071
5.1.4 倒下的大黃蜂，撤離的優步 ································073
5.2 布局實施··························································074
5.2.1 發動第一波文案攻擊 ···········································074
5.2.2 加多寶犀利文案進攻王老吉 ································076
第6章 被動反擊性文案
6.1 自我分析··························································080
6.1.1 自我弱點匯總分析 ···············································080
6.1.2 自我弱點的核心 ···················································082
6.2 反擊方法··························································083
6.2.1 長攻短法：以己之長，攻其之短 ························083
6.2.2 包抄法：避開小爭議，直攻大營 ························085
6.2.3 引導法：主動將話題引向不利於對方的地方 ·····086
6.2.4 斷臂法：捨棄弱項，開闢新戰場 ························089
6.2.5 阿里巴巴反擊京東，眾友商湊熱鬧 ····················091
第7章 價格戰文案
7.1 比價策略··························································095
7.1.1 我方價低，則比價格 ···········································095
7.1.2 我方價高，則比服務 ···········································097
7.1.3 以我優品類，比對方劣品類································099
7.1.4 以我大品類，比對方小品類································101
7.1.5 無品類可比，比小特色········································102
7.2 比價文案··························································104
7.2.1 1 號店VS 京東商城 ·············································104
7.2.2 驢媽媽出手，終結旅遊文案作戰 ························106
第8章 市場調查文案
8.1 調查要素··························································109
8.1.1 調查目的：為了哪個要點而調查 ························109
8.1.2 調查對象：樣本的數量及地域、群體是否均勻 ··· 111
8.1.3 調查形式：通過何種方式去調查 ························ 112
8.2 調查文案··························································114
8.2.1 如何設計一份調查問卷 ········································ 114
8.2.2 如何分解階段性的進度 ········································ 116
8.2.3 如何對調查預算進行分配 ···································· 118
8.2.4 如何寫一份調查總結報告 ···································· 119
第9章 市場管理文案
9.1 管理文案要點 ··················································122
9.1.1 經營主題·······························································122
9.1.2 經營背景·······························································123
9.1.3 文案類目·······························································125
9.2 管理文案實戰 ··················································127
9.2.1 如何寫一個企業經營制度文案 ····························127
9.2.2 如何寫一個企業經營業務推廣文案 ····················129
9.2.3 如何寫一個企業產品介紹文案 ····························131
9.2.4 如何寫一個客戶關係管理文案 ····························132
第10章 企業契約文案
10.1 契約性文案 ····················································135
10.1.1 契約的八大要點 ·················································135
10.1.2 起草文案人立場分析 ·········································136
10.1.3 購銷契約文案 ·····················································138
10.1.4 業務契約文案 ·····················································140
10.2 企業第三方文案 ·············································142
10.2.1 第三方與甲方、乙方 ·········································142
10.2.2 企業投標文案 ·····················································143
10.2.3 企業代理文案 ·····················································145
第11章 危機公關文案
11.1 危機公關分析 ·················································148
11.1.1 事件起因 ·····························································148
11.1.2 造成影響 ·····························································149
11.1.3 爭議點 ·································································150
11.1.4 機會點 ·································································152
11.1.5 鎖定危機公關目標 ·············································153
11.2 公關要點 ························································154
11.2.1 澄清與回應關於這起事件 ··································155
11.2.2 爭取權威人物、媒體支持 ··································156
11.2.3 通過線下、網路對機會點進行披露 ···················157
第12章
新品牌塑造，如何傳播核心價值
12.1 價值傳遞策略 ················································162
12.1.1 價值不等於價值觀 ·············································162
下篇
活動策劃與
執行主要類
型與步驟
12.1.2 前期強調價值，後期強調價值觀 ······················163
12.1.3 避免高大上，用戶要的是“接地氣”···············164
12.1.4 淘寶= 便宜實惠；LV= 奢侈品··························165
12.2 新品牌上市，籌備一場新品發布會 ················167
12.2.1 先求精緻，再求規格，後求規模 ······················167
12.2.2 創始人演講風格、內容安排 ······························168
12.2.3 確認嘉賓屬性，對口優於對牌 ··························169
12.2.4 確認媒體屬性，區域、權威兩手抓 ··················170
12.2.5 媒體分發渠道多元化，融合主流與非主流 ·······172
12.2.6 羅永浩如何轉行推錘子手機的 ··························173
第13章 新品上市，如何虎口奪食
13.1 新品搶占市場策略設計 ··································175
13.1.1 SWOT 分析，直擊競品軟肋······························175
13.1.2 採取1+2 階段進攻策略，主攻與側攻相結合···176
13.1.3 在區域性主流媒體、電台、自媒體投放廣告 ···178
13.1.4 進小區推“免費贈”活動，積累人氣···············179
13.1.5 “買大送小”優於打折······································180
13.2 物料、人員儲備·············································181
13.2.1 成立專項活動組，負責人帶隊或督辦···············182
13.2.2 前期高提成、重獎勵，拉動內部活力···············183
13.2.3 設定最低預算與最高預算··································184
13.2.4 短期高舉高打模式，高頻投放廣告 ··················185
13.3 新品上市執行中的核心細節匯總····················186
13.3.1 專項活動組負責人權責統一 ······························186
13.3.2 業務談判組，前期放權要大 ······························188
13.3.3 為執行人員做好任務分解，有數據有方法 ·······189
13.3.4 設立地推人員後期保障機制 ······························190
13.3.5 神秘的蘋果新品推广部門··································191
第14章 借力促銷，開展價格戰
14.1 價格戰執行中的應變策略 ······························194
14.1.1 設立止損線，賠本生意做不得 ··························194
14.1.2 對手緩緩跟進，啟動“折上折”預案 ···············195
14.1.3 對手強勢跟進，建立價格底線同盟 ··················196
14.1.4 設立預售、會員等先收費機制 ··························197
14.2 12大促銷方法 ················································199
14.2.1 滿額促銷：滿1萬元送價值5 000元家具一套 ···199
14.2.2 會員式促銷：會員88折，全網底價 ·················201
14.2.3 特定周期促銷：周一單品半價 ··························203
14.2.4 抽獎式促銷：今天購買就有可能抽得蘋果iPhone7
大獎 ····································································205
14.2.5 優惠券促銷：下次再來，即減現金99元 ·········206
14.2.6 時事熱點促銷：奧運期間，全網9折 ···············208
14.2.7 臨界點促銷：新品上衣，99元封頂 ·················210
14.2.8 主題性促銷：母親節特價，全場88折 ·············212
14.2.9 公益性促銷：每消費100元，即為希望工程
捐1元 ·································································214
14.2.10 組合促銷：購完西裝，領帶半價 ····················216
14.2.11 捆綁式促銷：買手機，送三大配件 ·················217
14.2.12 承諾性促銷：7天無條件退款退貨 ·················220
14.3 促銷過程中，臨門一腳成交技巧 ····················221
14.3.1 直接請求法 ·························································222
14.3.2 假定成交法 ·························································223
14.3.3 二選一成交法 ·····················································224
14.3.4 優惠成交法 ·························································225
14.3.5 拒絕成交法 ·························································226
14.3.6 小點成交法 ·························································227
14.3.7 欲擒故縱法·························································228
第15章 產品質量問題，危機公關活動策劃
15.1 啟動應急產品預案 ·········································231
15.1.1 第一時間下架涉案產品······································231
15.1.2 本產品有關的關聯宣傳全部撤出 ······················232
15.1.3 安排產品召回或處理特殊通道 ··························233
15.2 啟動公眾回應預案 ·········································234
15.2.1 對外公布進度，指定唯一授權發言人···············235
15.2.2 瑕疵優先原則，第一時間承認服務有瑕疵 ·······236
15.2.3 盡一切努力與受損當事人達成一致 ··················238
15.2.4 引入權威人物，對爭議點進行回答 ··················239
15.2.5 安排媒體，進行事中專訪、事後回訪···············240
15.3 9大事件，看不同的公關姿勢·························242
15.3.1 上海“鏈家事件”，創始人的回應 ··················242
15.3.2 百度“魏則西事件” ·········································245
15.3.3 和頤酒店“女子遇襲”事件 ······························247
15.3.4 三星“爆炸門” ·················································249
15.3.5 一汽—大眾奧迪“被泡”72 小時危機公關 ······251
15.3.6 滴滴出行與印度牙醫LOGO 撞車 ·····················252
15.3.7 攜程“癱瘓門” ·················································254
15.3.8 三里屯優衣庫試衣間不雅視頻 ··························256
15.3.9 38 元天價蝦，一座城市的危機公關 ·················259
