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在进行品牌差异化定位时,必须借助于消费者行为调查,了解目标对象的生活形态或心理个性化需求,消费者期望从品牌中得到什么样的价值满足。所以我们必须站在消费者的立场上来分析产品趋向,这一切。都是为了找到切中消费者需要的品牌利益点。而思考的焦点要从产品属性转向消费者利益;用于差异化定位的利益点选择除了产品利益外,还有心理,象征意义上的利益,这使得产品转化为品牌。
In the differentiation of the brand positioning, we must make use of consumer behavior survey to understand the life style of the target object or individual psychological needs, consumers expect from the brand what kind of value satisfaction. Therefore, we must stand in the position of consumers to analyze product trends, all this. Are to find the interests of consumers cut the brand needs. The focus of thinking should be shifted from product attributes to the interests of consumers; the interests of choice for differentiated positioning in addition to product selection, there are psychological and symbolic interests, which makes the product into a brand.