Know You Better Than You,Enjoy The Future

This article takes the JingDong unattended convenience store as the advertisement object to do the dissemination promotion.It analyzes and summarizes the current situation of the development of the unattended retail market industry,the portrait of the target consumer and the insight into the psychological needs,and the social environmental change caused by the consumption upgrade under the fourth retail revolution.Combined with the relevant theoretical knowledge of communication,advertising and marketing,this paper studies the advertising creativity and promotion of JingDong unattended convenience store.First of all,confirm the feasibility and necessity of advertising creativity and dissemination.The planning basis mainly includes the following four aspects:First,market environment analysis.On the macro level,the research is carried out from four aspects:political environment,economic environment,social environment and technological environment.At the middle level,the present situation of the development of the unattended retailing industry is discussed.Micro-level from the enterprise itself and the application of two dimensions of insight.Second,product analysis.The JingDong unattended convenience store product itself carries on the thorough research,excavates the product characteristic,and according to this analysis brings the unique function benefit point to the user.Third,user analysis.Carry on the portrait research and psychological demand insight to the existing user of the unattended retail,precisely locate the target consumer.Fourth,Competitive product analysis.This paper studies the current situation of competitive products in the market,and carries on the multi-angle and multi-level comparative analysis with the product main body.Secondly,from the social environment,the target consumer psychological needs,the product unique appeal interest point three aspects,carries on the dissemination theme refinement,"know you better than you,enjoy the Future" is not only a comprehensive expression of the features of unattended convenience stores,such as intelligence,convenience,high-tech and other related products,but also a brand new interpretation of future consumer scenarios and consumption patterns.In the communication promotion link,creates the on-line and the offline multi-channel dissemination matrix,carries on the dissemination infiltration to the target consumer step by step.The first stage:preheating.Using social media under the mobile Internet to carry out vertical dissemination of creative advertising.The second stage:drainage.Through creative H5 small games to attract users to participate in the interaction,online gathering a large number of people.Stage III:detonation.Create a new cultural concept called JingDong Science and Technology Day and hold a large webcast event to showcase the technology modules of unattended convenience stores to enhance users' awareness of their products.Stage IV:promotion.Linked to ten cities,held JingDong unattended convenience store flash event.Combined with commonweal elements to attract users for in-depth experience,draw closer to the distance between users,and further improve product visibility.