只有京典 超越經典

Abstract

中文摘要 OVO京典衛浴於2005年４月成立，即將邁入第15年，雖然與其他台灣老字號品牌相比，年紀相差甚遠，但OVO京典衛浴「顧客為本」的思維，堅持為顧客挑選適合「他」的產品。 京典衛浴表示希望顧客在搜尋資訊後，能明確得知相關訊息，並在想到京典時，就立馬想到產品特色。本企劃透過規劃行銷活動，藉由體驗活動建立消費者的認知，並透過形象廣告吸引消費者興趣，初期以增加曝光率、提升知名度為主軸，中長期目標則是建立品牌認知度，並加強與消費者的接觸及互動，以服務為特點來提高消費者滿意度，進而建立品牌好感度。本企畫案乘著免治馬桶國人使用率逐漸成長的趨勢，賦予京典衛浴一個新的定位-輕精緻，打造新的品牌特色期望能與現有競爭者做出差異，使消費者在選擇智能馬桶時，第一時間就會想到OVO京典衛浴，長期下來將為企業帶來廣大的效益。

Abstract OVO jingdian sanitary ware was established in April 2005, about to enter the 15th year, although compared with other time-honored brands in Taiwan, the age difference is very far, but OVO jingdian sanitary ware "customer-oriented" thinking, adhere to choose suitable for customers "he" products. Jingdian sanitary expresses the hope that the customer is after searching information, can be informed clearly relevant information, when thinking of jingdian, think of product characteristic immediately. This project through the planning of marketing activities, by establishing consumer cognitive experience activities, and through image advertising to attract consumers, to increase the early exposure rate and raise awareness for the spindle, medium and long term goal is to establish brand awareness, and strengthen the contact and interaction with consumer, characterized by service to improve customer satisfaction, and brand building goodwill degrees. This enterprise projects by the minced toilet usage growing trend of compatriots, a new orientation for classic bathroom - light delicate, create new brand characteristic looking to make a difference with the existing competitors, when consumer is choosing a smart toilet, will be the first time think of OVO classic sanitary ware, in the long run will bring wider benefits for the enterprise.