欧美三级在线播放线观看

欧美三级在线播放线观看>> 设计信息>>  定位观点>> 品牌战略定位-余师定位观点一
卖不动的原因很多, 最核心的问题不是产品的问题,是观念上出错了
品牌战略定位-余师定位观点一


10年经验总结,企业打造品牌的成败竟是这“一念之差”

中国品牌战略定位咨询余分享



企业已充分意识到品牌打造的重要性,各种品牌理论也纷纷唱罢又登场,老板们到处听课,可谓学而时习之,不亦乐乎,然而成功的品牌却屈指可数。导致这个现状的根本原因, 是企业的“一把手”在打造品牌时,最初的“一念之差”。

 

佛魔一念间 
一个品牌想要成功,固然需要做好许多环节,但成功的根源是最初的观念要正确。这一 个观念,决定着每一个环节的选择决策,可谓佛魔一念间。那么打造品牌的正确观念是什么? 很多理论给出的答案,是满足消费需求。这个观念随着商业环境的变化,不仅是过时的, 更加是错误的。正确的观念是让品牌占据一个价值。本文提出这个视角进行剖析,以转换旧 有观念。 

HEWEIZHANJUYIGEJIAZHI? 

DANGDADUOSHUDEXIAOFEIZHEDUIMOUGEJIAZHICHANSHENGXUQIUDESHIHOU,SHOUXIANBEILIANXIANGQILAIDEPINPAI,JIUZHANJUZHEZHEIGE JIAZHI。BIRUWANGGOUXIANGQITAOBAO,KONGDIAOXIANGQIGELI,ERSHOUCHEXIANGQIGUAZIWANG,LIANGCHAXIANGQIWANGLAOJI。WULUNSHIXIAN SHANGHAISHIXIANXIA,XIAOFEIZHEZHIZAIHUJIAZHI。PINPAIZHANJULEYIGEJIAZHI,CAINENGGAOXIAODIJIANGXIAOFEIZHEDEXUQIUYINDAODAO ZIJISHENSHANG。YINCI,QIYEDAZAOPINPAI,DIYIGENIANTOU,YINGGAISHIQUEDINGPINPAISUOYAOZHANJUDEJIAZHI。 

RANER,YINIANZHICHA,XUDUOQIYECONGXIAOFEIZHEDEXUQIUQIERU,SHITUTONGGUOCHANPINHUOFUWULAIMANZUXIAOFEIZHEDEXUQIU,YICIHUODEXIAOFEIZHEDEGOUMAI。ZHEIZHONGGUANNIANBIAOMIANSHANGKANSIHUHENHELIYEFUHELUOJI,SHIZHISHANGQUESHIFANLEYIGEJIBENDECUOWU,JIAOTOUHUANGAINIAN。

BEIXIAOFEIZHEGOUMAILEDECHANPIN,CAIYOUZIGESHUOZIJIMANZULEXIAOFEIXUQIU。MEIYOUBEIXIAOFEIZHEGOUMAIDECHANPIN,DINGDUOJIAOYIJUXIAOFEIXUQIUBEIZHIZAOCHULAI,LIMANZUXUQIUHAIYUANDEHEN。YUSHIWOMENJINGCHANGKANDAOZHEIYANGDEXIANXIANG,JIBIANCHANPINHENHAO,YEFUHEXIAOFEIXUQIU,DANQIYEYIRANXUYAOBUTINGDIYINGXIAOHECUXIAO,CAINENGBACHANPINMAICHUQU。 


满足需求 VS 占据价值 

MANZUXUQIUHEZHANJUJIAZHI,ZHEILIANGZHONGGUANNIANYOUNAXIEBUTONGZHICHU? 

1、 满足需求是产品层面,占据价值是品牌层面。 

ZAIWEIQIYETIGONGPINPAIZIXUNDE 10 NIANLI,JINGCHANGYUDAOCHANPINJINGLIXINGDEQIYEJIA,YOUYUMINRUIDIBUZHUODAOYIGESHANGWEIBEIMANZUDEXUQIU,KAIFACHUXIANGYINGDECHANPIN。CHUQICHANPINSHOUDAOXIAOFEIZHEDEREPENG,DANHENKUAIYINLAIJILIEDEJINGZHENG,YUSHIXIAOLIANGXIAHUA,QIYEZHUANERYANFAXINCHANPIN,RUCIFANFUXUNHUAN,PINPAIZAISHICHANGZHONGMEIYOURENHEJILEI。QIYEZAIBUDUANDESHICUOHEOURANDECHENGGONGZHONG,LANGFEILEDALIANGZIYUAN。 

JIUQIYUANYIN,MANZUXUQIUDEGUANNIANRANGQIYEDESIKAOTINGLIUZAICHANPINCENGMIAN,ERFEIPINPAICENGMIAN。ZAIZHINENGMATONGSHENGXINGDESHIHOU,WOQINYANMUDULEYIGEDIANXINGDEANLI。ZHEIGEQIYEZAIZHINENGMATONGSHANGHUALEJIGEYIDEYANFAHEXIAOSHOUZIJIN,KEYISHUOSHIBADUIMATONGGAIDEXIAOFEIXUQIUCHEDIWAJUECHULAILE。ZUIHOUSHIZAIBUXING,ZHEIGELAOBANJIMATONGGAIJIALEYUYINGONGNENG,KEYIYIBIANSHANGCESUO,YIBIANHEMATONGGAILIAOTIAN。ZHETENGLESANNIANSHIJIAN,ZHEIKUANWUDIMATONGGAIYIGEDOUMEIMAICHUQU。 

KANSIHUANGTANGDESHIQING,QISHITIANTIANZAIFASHENG。QIYEJIAFEIJINXINSIZHUOMOCHANPIN,ZHENGTIANXIANGZHEDAODIXIAOFEIZHEYOUSHENMEXUQIUMEIYOUBEIMANZU。SHUOSHIZAIDE,CHANPINDOUNENGMANZUXUQIU,MAIBUDONGDEYUANYINHENDUO,DANBUSHICHANPINDEWENTI,SHIGUANNIANSHANGCHUCUOLE。 

LINGYIFANGMIAN,JIBIANCHANPINZHENDEHENHAO,XIAOFEIZHEJIZHULECHANPIN,NEIMEZAITONGZHIHUADECHANPINZHONGXUANGOUYIGEYEKEYI,QIYEDECHUANGXINCHANPINJIUCHENGLEXIANLIE,WEIQITAPINPAIZUOLEYANFAGONGZUO。 

今天的市场,企业不缺产品,缺的是自己家的品牌,是与价值紧密关联的品牌。
2、 满足需求无法形成认知,占据价值才能扎根心智。 

QIYEWURENWEITONGGUOMANZUXIAOFEIXUQIUJIUKEYIDAZAOCHUPINPAI,YUSHIZIYUANDALIANGTOURUCHANPINCENGMIAN,DONGBUDONGJIUNACHANPINKAIDAO,BUDUANSHENGJIHUANDAI,ZUIZHONGJISHIBACHANPINZUODAOLEJIZHI,HUITOUYIKAN,XIAOFEIZHEBUJINDUIPINPAIMEIYOUYINXIANG,SHENZHIDUICHANPINDEHAOCHUDOUZHIZHISHENSHAO。QIYEJIAZUIPADEJIUSHITAOZUIZAIZIJICHANPINDEYOUYUESHANG。 

WOCENGJINGJIECHUGUOYOUYIGEZUOLUOXUANZAOCHANPINDEQIYE,TINGWANQIYEJIADEJIESHAOCAIZHIDAO,ZHEILUOXUANZAOZHENSHIGONGNENGQIANGDA,SHIJIZHONGBAOJIANGONGNENGYIYINGJUQUAN,SHENZHIHAIHUOPILENENGYUFANGAIZHENG。DANLUOXUANZAOCHANPINDEZHEIXIEHAOCHU,XIAOFEIZHEJIBENBUZHIDAO。NEIGEQIYEJIAKAIWANXIAODISHUO,XIANZAIDOUBUGANXUANCHUANZHEIXIEGONGNENG,PAXIAOFEIZHEJUEDEZIJISHIGEPIANZI。 

QUEFAPINPAIDEYINDAO,XIAOFEIZHEDUICHANPINDEGANZHIBIRANSHIFUQIANDE,TONGSHI,JIAZHIYEBEIYANMAILE。 

LINGYIGEANLIYUCIXINGCHENGDUIBI。ZHEIGEQIYEJIADAILILEHANGUODEYIGEHUFUPINPAI,YESHIKANZHONGLECHANPINGONGNENG,YESHIGONGNENGDUODAOSHUOBUWAN。ZHEIGEQIYEJIASHUO,MEICIDOUYAOGENDAILISHANGJIANGSHANGYIGEDUOXIAOSHICAIBACHANPINSHUOQINGCHU。ZHETENGLELIANGNIANXIAOLIANGZHIYOU 80 WAN,HAIKUILEJIBAIWAN。WOMENZHANKAIHEZUOHOU,CONGPINPAICENGMIANZONGJIECHUDECHENGGUOSHI,YIFENZHONGBAJIAZHIJIANGQINGCHU。DANGNIANZAIMEIBOHUISHANG,XIANCHANGJIUSHIXIANLEWUQIANWANDEDINGDAN,LIANGNIANSHIJIANXIAOLIANGTUPO 1 GEYI,ZHIYOU 7 GERENDETUANDUIYESHIXIANLECONG 0 DAO 1 DESHENGCUNJIEDUAN。 MANZUXUQIUSHILISUOYINGDANGDE,XIAOFEIZHEZHIHUIDUIPINPAIJIAZHIYOUYIN。 

3、 满足需求会错过战略时机,占据价值能引领战略升级。 

DAZAOPINPAIYOUYIGECHUANGKOUQIDEGAINIAN,JISHISHUO,ZAICHUANGKOUQINEI,PINPAINENGJIANLIQILAIJIUJIANLIQILAILE,RUGUOYOUQITAPINPAIJIEZUXIANDENG,YOUYUXIAOFEIZHEJIYIKONGJIANYOUXIAN,JIUBUZAIJIESHOUHOUJINPINPAILE,NEIZIJIDEPINPAIJIUCUOGUOLECHUANGKOUQI。QIYEDAZAOPINPAIDESHIHOU,RUGUOZHIXIANGZHEMANZUXUQIU,ZUIZHONGQUEMEIYOUZHANJUYIGEJIAZHI,SUOCHUANGZAOCHULAIDESHICHANG,ZHONGJIANGBEIQIANGSHIPINPAISUOSHOUGE。ZHEIYESHIGEXINGGEYECHUXIANGUANGGAODAZHANHEPINPAIGUATOUDEYUANYIN。 

ZAICIBUCHONGYIJU,RUGUOQIYEFAXIANYIJINGCUOGUOPINPAICHUANGKOUQI,NEIZUIHAODECELVEJIUSHIJISHICHELIZHEIGESHICHANG,QICISHIZHANLVEZHUANXING,YIBANSHICONGCEYIZHANZHUANXINGJINGONGZHAN,FOUZEJIANGTINGLIUZAIDIXIAOLVDESHENGCUNZHUANGTAI,ZIYUANWUFASHIXIANZUIJIADETOURUCHANCHUBI。 

MANZUXUQIUDEPINPAIGUANNIANHUIDAOZHIPINPAICUOGUOZHANLVESHIJI,QIZHONGDEYUANYINSHI,QIYEHUIBUDUANDIYANFAXINCHANPIN,HUOZHEJICHANPINTIANJIAXINDEJIAZHI,SHITUMANZUGENGDUODEXUQIU,PINPAISHIZHONGQUEFAYIGEYIYIGUANZHIDEJIAZHIZAIYINDAOQICHENGZHANGDELUJING。ZHEIHEZHANJUJIAZHIDEPINPAIGUANNIANQIAQIAXIANGFAN,QIANGDIAODESHIPINPAIYUYIGEJIAZHIXINGCHENGZUIMIQIEDEGUANLIAN,RANHOUTONGGUOPINPAIZHANLVEDESHENGJI,RANGGENGDUODEXIAOFEIZHELEJIEDAO,WOZHEIGEPINPAIZUINENGTIXIANNAGEJIAZHI。 

CENGJINGYOUYIGEZUOHUAZHUANGPINDEQIYE,QIXIACHANPINZHONGDUO,YIGEJIYURANGQIYELVXIANTICHULEXIEZHUANGSHUIZHEIGEGAINIAN,ZAICIZHIQIANHAIJIAOSUYANSHUI。HENMINGXIAN,XIEZHUANGSHUIDEGAINIANBISUYANSHUIYAOHAOHENDUO。YUANBENZHEISHIZHANJUXIEZHUANGSHUIJIAZHIDEDAHAOSHIJI,JIASHANGTONGXINGDUIZHEIGEXINCHANPINDEPEIFANGHAIBUTAILEJIE,XINPINLEIDEJIHUIJIASHANGSHIJIANCHA,QIYEWANQUANKEYIJIECIXUNSUJIANLIPINPAI。 

RANER,ZHEIGEQIYELENGSHIZUOLELIANGNIANDECHANPINPIFA,ZAIXIAOSHOUZHONGDUANSHANGJIHUMEIYOUPINPAIXUANCHUAN,JIEGUOBUDANSHICHANGBEIHOUJINPINPAIQIANGZOU,LIANXIEZHUANGSHUIZHEIGEJIAZHIDOUBEIDUISHOUZHANJU。SHEIDOUNENGMANZUXUQIU,DANBUSHISHEIDOUNENGJIANLIPINPAI。 


转念之间 

CONGMANZUXUQIUDEPINPAIGUANNIAN,ZHUANXIANGZHANJUJIAZHIDEPINPAIGUANNIAN,ZHUANNIANZHIJIAN,TIANDIYIXIN。 

HUIGUIDAOPINPAI,CONGQIYEDEJIAODUKAN,PINPAISHIYIZHONGTISHENGYINGLIXIAOLVDEGONGJU,CONGGUKEDEJIAODUKAN,PINPAISHIYIZHONGZHIYINXIAOFEIJUECEDEGONGJU。QIYEYAOCHUANGZAOJIAZHI,GUKEYAOGOUMAIJIAZHI,QIYETONGGUOPINPAIJIAZHIHUIJUGUKEXUANZE。ZHIYAOSHIYOUJIAZHIDEDONGXI,BENSHENJIUYIWEIZHENENGMANZUMOUGEXUQIU。BIRUSHUIGUANPINLEIYOUYIGEJIAZHISHINAIYONG,RIFENGGUANDE“GUANYONGWUSHINIAN”,MUDEJIUSHILAOLAOZHANJUZHEIGEJIAZHI。QITASHUIGUANPINPAIZUIJIACELVESHIQUZHANJUQITAJIAZHI。 

NIANTOUYIZHUAN,QIYEHUIFAXIAN,MANZUXUQIUDESHIJIAZHI,QIYEDAZAOPINPAIDEZHENGQUEGUANNIAN,SHIJIANLIHEQIANGHUA PINPAIYUJIAZHIZHIJIANDEGUANXI。

部分客户群
网站地图 | 百度地图 标志VI设计公司
服务地区:成都 重庆 银川 江苏 南昌 杭州 合肥 安徽 南京 宁夏 中宁 贵州 长沙 武汉 广州 上海 青海 新疆
CCBO保留所有权利 深圳市南风盛世企业形象策划有限公司
深圳市市场监督管理局企业主体身份公示