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ID:52155969
大小:928.50 KB
页数:138页
时间:2020-04-01
《品牌战略培训奇正版.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、品牌战略培训TrainingCourseofTroutBrandStrategy特劳特品牌战略教程ToSucceedWithPositioning定位致胜PositioningEra定位时代ThetideofBibringssimilaritiesandinterferencebetweenandamongbrandimages.Atthesametime,products,mediaandinformationincreasetremendously.Allthesemakeitmoreandmoredifficultf
2、orcustomerstoreceiveallbrandinformationandformaclearbrandimage.品牌形象大行其道,带来形象近似与相互干扰,同时社会产品、媒介与信息爆增,消费者全方位接收品牌信息形成清晰形象,显得日益困难。Positioningmakesabrandconcentrateandfindaneasywaytoenterthemindsofcustomersandinfluencetheirbuyingdecision品牌定位(Positioning)能够集中力量,使品牌易于进入消费
3、者心智,影响其购买决策。Newmodeofcustomer’smind全新的消费者心智模式Withsocialprogressandever-increasinghumanactivities,customersareintyrannyofinformationandtheyareoverwhelmed.随着社会的发展,人类活动日益丰富,消费者处于信息拥挤之中,人心疲于应付。Facingsomuchinformation,ontheonehand,peopletendtoexcludeit,ontheotherhand,t
4、heyhavelearnedtosimplifyandclassifyinformation.面临太多资讯,人们一方面倾向于排斥,一方面学会简化处理,将信息分类记忆。Newmodeofcustomer’smind(Continued)全新的消费者心智模式(续)Customerwillformproductladdersintheirmindstofacilitatepurchase.Thus,theycanbuyinthisorderwhentheyneedsomething.为方便购买,消费者会在心智中形成产品阶梯,当产
5、生相关需求时,依序优先选购。Occupyingthefirstrungoftheladderandbeingthegenericforacategoryoruniqueproductsareconsideredasapositiontooccupythatcategoryorattribute.占据阶梯首层的品牌,成为某品类或某特性产品的代表,被认为占有该品类或特性的定位。Wahaha娃哈哈Robust娃哈哈XXX……Colgate高露洁Crest佳洁士XXX……Changhong长虹Konka康佳Skyworth创维Hi
6、sense海信Xoceco厦华TCL王牌……“Purewater’ladder“纯净水”品类阶梯TVsetladder“彩电”品类阶梯“cavityprevention’ladder“防蛀”特性阶梯Innovationinmarketingconcept营销观念的革新TheessenceofmarketinginPositioningEraistoenterthemindsofCustomerstosetpositionandmakeitasdirectionincompetition.步入定位时代,营销的精髓在于进入消费
7、者心智,建立定位,主导竞争。1.Themainbattlefieldofmarketingshiftedfrommarketplacetomindsofcustomers.营销的主战场,从市场转为在消费者心智展开。2.Theoperationofmarketingshiftedfromdemand-orientedtocompetition-oriented.营销运作,由需求导向转为竞争导向。Correctways正确的方法:Gettherefirst抢先占位Positioningwithconnection关联定位Rep
8、laceleader取代领导者NewmarketingprincipleNo.1营销新法则(一)Inthenewera,thesuccessofmarketingisdecidedbyabrand’sdifferentiationwithapositioninthemindsofcustomerstog
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