场景营销知行录—场景驱动真增长

Investment Rating - The report does not explicitly state an investment rating for the industry or company. Core Insights - The report emphasizes the importance of "scene marketing" in the post-e-commerce era, highlighting its role in creating consumer demand and enhancing brand growth through targeted marketing strategies [19][35][49]. Summary by Sections Chapter 01: Trends in the Post-E-commerce Era & New Scene Marketing - The report discusses the transition to a post-e-commerce environment where brands must innovate to avoid market saturation and create new consumer demands through scene marketing [35]. Chapter 02: Interpretation of Meituan's "Sixteen Scenes" - Meituan's "Sixteen Scenes" framework is introduced, which categorizes various consumer scenarios to better understand and meet their needs [19][70]. Chapter 03: Unique Value of Scene Marketing for Fast-Moving Consumer Goods (FMCG) - Scene marketing is identified as a unique entry point for brand marketing, allowing brands to connect deeply with consumers by understanding their specific needs in various contexts [49][50]. Chapter 04: Insights and Practices of Scene Marketing - The report provides case studies of brands like Mondelēz and PepsiCo, illustrating how they have successfully leveraged scene marketing to drive growth and consumer engagement [20][21][22][23]. Chapter 05: The Role of Meituan's Ecosystem in Scene Marketing - Meituan's ecosystem is highlighted as a critical enabler for brands to continuously explore and capitalize on different consumer scenarios, enhancing category prosperity [24][25][26]. Chapter 06: The Future of Scene Marketing - The report concludes with a forward-looking perspective on how advancements in technology, such as AI and AR, will further enhance the effectiveness of scene marketing, creating richer brand experiences [33][39].