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近20年来,世界品牌营销的一个转折性的重大事件,是销售终端的意义发生了意味深长的变化,我称之为“品牌的终端革命”。据我看来,这场销售终端的“革命”大约表现为以下几个方面:1.打破了终端的“销售”概念制约。终端在销售之外的传播意义得到了充分的重视与发掘。现在的终端价值,不但是销售与传播并举,而且逐渐在向传播倾斜。2.打破了传统终端传播的POP内涵框架。终端的传播不再停留于立牌、单页、灯箱、展台等个别的售点广告范畴。而是营造一个作用于消费者视觉、听觉、触觉等等全方位感知的整体品牌传播环境。这个由陈列、色彩、音乐与实物组成的品牌体验小世界,自然而然地最终促成消费者购买欲望与行为的完成。3.打破了终端的个别化建设的一般方式,实现了品牌终端的网络化整
In the past two decades, a turning point in world brand marketing is a significant event that has taken a meaningful change in the meaning of the sales terminal. I call this the “terminal revolution in the brand.” In my opinion, the “revolution ” of the sales terminal displays the following aspects: 1. Broke the terminal “sales ” concept constraints. The significance of the dissemination of the terminal beyond sales has been given full consideration. The current terminal value, not only sales and distribution simultaneously, and gradually tilt to spread. 2. Broke the traditional end of the spread of POP content framework. Terminal no longer stop the spread of legislation, one-page, light boxes, booths and other individual point of sale advertising category. But to create an overall brand communication environment that affects consumers in all aspects of vision, hearing, touch, and so on. The brand experience of the small world consisting of exhibitions, colors, music and real objects naturally leads to the completion of consumer buying desires and behaviors. 3. Broke the terminal of the individualized construction of the general approach to achieve the network terminal brand