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1972年,里斯和特劳特向全世界人们宣告“定位”时代的来临;30多年过去了,“定位”已经成为全世界广告人和营销人的口号,更成为企业营销的必杀技。定位让消费者知道你的位置所在,明确你的与众不同,但市场竞争日趋白热化的今天,企业最困惑的却是以下的难题:为什么我的品牌总是落在别人的后面?为什么我的品牌总被湮没在品牌的大海中不能脱颖而出?我的品牌什么时候才能超越竞争对手,成为第一品牌?消费者在头脑中都会有一个固有的标尺:谁是第一、谁是最好、谁让我信服、谁令我骄傲……这个标尺左右消费者的行为,决定品牌的市场份额。有新进者?后面接着排吧,同类产品消费者最多只能记住7个品牌,尤其在消费者购物的时候。而你,消费者根本想不起来!只有插位,才有机会!市场竞争激烈的今天,品牌成功的脚步远赶不上品牌消亡的速度;如果说定位理论诞生在品牌快速成长的背景之下,那么今天我们提出的插位则是出生在“品牌超生”的时代;插位法则一一让脱颖而出代替石沉大海;让璀璨的光环代替星光暗淡……
In 1972, Reese and Trout proclaimed the advent of the “positioning” era to people all over the world. Over 30 years later, “positioning” has become the slogan of advertisers and marketers all over the world. Kill technique. Positioning to let consumers know where you are located, clear your unique, but increasingly intense market competition today, the most puzzling business is the following problems: Why my brand always fall behind others? Why my Brand is always annihilated in the brand’s sea can not stand out? When will my brand exceed the competition, become the first brand? Consumers in mind will have an inherent scale: who is the first, who is the best, who Let me be convinced, who made me proud ... ... This scale around the behavior of consumers, determine the brand’s market share. Are there any new entrants? Followed by the row behind it, consumers can only remember up to 7 brands of similar products, especially when consumers shop. And you, consumers simply can not remember! Only insert position, have a chance! Market competition today, the pace of brand success is far behind the brand’s demise; If positioning theory was born in the context of rapid brand growth, then Today, we put in place is born in the “brand super” era; insert one by one so as to stand out from the limelight; so bright halo instead of starlight dim ......