论文部分内容阅读
天士力的品牌系统性建设的案例价值与意义所在,是清晰地为我们明示了品牌打造的逻辑关系与发展脉络——首先是品牌规划,规划的目的是解决定位与方向的问题。即,在社会抑或是行业存在的问题中捕捉到已有的或潜在的需求,结合自身的发展战略与自身的优势,确定产业发展的方向。随后对竞品进行分析,找到差异化竞争的着力点,最终确定品牌价值的市场定位。
The case value and significance of Tasly’s systematic construction of the brand are clearly stated for us the logical relationship and development context of brand building. The first is brand planning. The purpose of planning is to solve the problem of orientation and direction. In other words, it captures the existing or potential demand in the social or industry-existing problems and, in combination with its own development strategy and its own advantages, determines the direction of industrial development. Followed by the analysis of competing products to find the focus of competitive differentiation, and ultimately determine the brand value of the market position.