\"內容全面，簡單易學：文案策劃與活動執行的技巧，一本書囊括所有。

有問有答，深入淺出：以類區分，每個小節解決一個實際問題。

全程圖解，形像直觀：重點內容各個擊破，圖片釋義*易懂。

業內達人，實操經驗：凝聚筆者多年文案策劃經驗，物超所值。 有時你認為你已經廢寢忘食寫出一篇文案策劃，但立馬被老板否決；有時你覺得自己能夠**洞察用戶的心思與產品的精髓，可還是不足以讓用戶買單；有時你為新品創作的文案已經修改數十次，但還是沒有達到客戶想要的效果。
那些令人拍案叫*的**文案到底有什麼秘密？如果你正在文案創作的路上苦苦掙扎，本書**是你的良師益友。
本書結合作者多年的知識積累和實務工作經驗，為讀者在文案創作各方面提供了錦囊妙計，具體如何施展這妙計，本書中有圖有真相。\"

\"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應用的全方位攻略。本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鋻的範例或樣本。 本書實用性和實操性非常強，既是文案創意者開展文案實戰和活動執行的寶典，又是文案策劃人員的工作準則和市場營銷管理者的實用手冊。 \"

莊慶威，深圳市瑞多貿易有限公司執行董事，深圳雲智營銷創始人、文案策劃與品牌營銷管理專家。潛心鑽研於文案策劃、品牌管理領域，從事品牌規劃工作近十載，同時擔任四川雄海投資理財公司品牌顧問、科創控股集團旗下金融集團品牌講師等數十家品牌管理咨詢師，在文案策劃與品牌運營積累了大量實戰經驗。

目 錄

CONTENTS

第1章 **文案**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 阿裡巴巴“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策略的 ································019

第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、自媒體報道····································029
2.2.3 APP、鏈接等成交引導 ········································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 迭代性：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

目 錄

IX

4.1.3 **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 對手弱點彙總分析 ···············································068

5.1.2 對手弱點的核心 ···················································069

5.1.3 對手強項彙總分析 ···············································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**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 自我弱點彙總分析 ···············································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：舍棄弱項，開闢新戰場 ························089

6.2.5 阿裡巴巴反擊京東，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 調查對像：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 如何寫一個客戶關繫管理文案 ····························132


**0章 企業合同文案


10.1 合**文案 ····················································135

10.1.1 合同的八大要點 ·················································135

10.1.2 起草文案人立場分析 ·········································136

10.1.3 購銷合同文案 ·····················································138

10.1.4 業務合同文案 ·····················································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

**1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**人物、媒體支持 ··································156

11.2.3 通過線下、網絡對機會點進行披露 ···················157



**2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= **品··························165

12.2 新品牌上市，籌備一場新品發布會 ················167

12.2.1 先求精致，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、**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

**3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 采取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、電臺、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 設置*低預算與*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彙總····················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 神秘的蘋果新品推廣部門··································191


**4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8**，**底價 ·················201

14.2.3 特定周期促銷：周一單品** ··························203

14.2.4 抽獎式促銷：**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，**** ···············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**，全場8** ·············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** ····················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*成交法 ·························································226

14.3.6 小點成交法 ·························································227



14.3.7 欲擒故縱法·························································228

**5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 **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**授權發言人···············235

15.2.2 瑕疵優先原則，**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**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“**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 三裡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