Puas yog brand positioning theory outdated? Internet super brands yog cov qauv tshiab

Txoj HaujlwmPuas yog txoj kev xav tias txhua lub lag luam yuav tsum muaj nws tus kheej lub hom phiaj dhau los? Tus tshiab logic ntawm internet branding qhia!

Puas tseem ntseeg tias "ib lub lag luam, ib hom lag luam" yog txoj hauv kev mus? Sawv los! Lub tswv yim no yog outdated nyob rau hauv internet muaj hnub nyoog!

Txoj kev xav muab tso rau hauv ib txwm qhia peb tias ib lub lag luam yuav tsum muaj ib qho kev sib tw, thiab txhua lub lag luam yuav tsum muaj lub hom phiaj.

Piv txwv li, Zhang San muag khau, thiab nws lub npe hu ua "Run Fast"; Li Si muag dej, thiab nws lub npe hu ua "Qingqingquan".

Lub logic suab tsim nyog: cov neeg siv muaj lub hlwb tsis tshua muaj, thiab tsis muab qhov chaw rau lawv nco qab yog sib npaug rau kev xa cov lag luam rau lwm tus.

Tab sis niaj hnub no, txoj kev ua haujlwm hauv internet tau dhau los ua txoj cai hlau no. Alibaba yog ib qho piv txwv nyob.

Lub hnub nyoog Golden ntawm Positioning Theory

Lub "Vajtswv" ntawm kev lag luam nyob rau hauv lub xyoo pua xeem yuav luag txhua tus tham txog ib qho tseeb: los tuav lub siab ntawm cov neeg siv.

Yog li, qhov kev xav ntawm qhov kev xav tau los ua.

Qhov kev xav no hais tias cov neeg siv kev paub zoo li ib daim ntawv dub me me hauv lub hlwb, nrog lub peev xwm tsis nco qab. Yog tias cov tuam txhab tsim ntau hom lag luam, nws tsuas yog ua rau cov neeg siv khoom tsis meej pem.

Qhov no kuj yog vim li cas Coca-Cola tsuas yog ua tus tshaj tawm rau "kev zoo siab" thiab Nike tsuas yog qw "Just Do It". Kev tsom xam heev yog yeej.

Suab zoo tag nrho, txoj cai? Qhov teeb meem yog, qhov kev xav no yog cov khoom ntawm lub hnub nyoog kev lag luam. Tom qab ntawd, kev sib txuas lus hom lag luam tau tso siab rau kev tshaj tawm hauv TV thiab luam tawm xov xwm, thiab nws yog qhov ua tau zoo dua rau lub hom phiaj txhawm rau nkag mus rau ib qho lag luam.

Internet rhuav tshem kev txawj ntse

Thaum Internet tshwm sim, cov kev cai ntawm kev cognition hloov tag nrho.

Vim li cas? Vim tias kev khiav tsheb tau sib sau ua ke thiab kev nkag tau sib koom ua ke.

Piv txwv li: Koj qhibTaobao, koj tuaj yeem yuav txhua yam - khaub ncaws, khoom noj txom ncauj, daim pib dav hlau, khoom siv thib ob. Raws li ib txwm muaj kev xav txog qhov kev xav, qhov no tsuas yog kev puas tsuaj, vim hais tias lo lus "Taobao" yog vague nyob rau hauv lub siab ntawm cov neeg siv. Puas yog lub khw muag khoom lossis lub vev xaib mus ncig?

Tab sis qhov tseeb yog tej yam yees siv: cov neeg siv tsis to taub txhua.

Vim li cas? Vim lub search bar nyob ntawd. Yog tias koj xav tau daim pib dav hlau, koj nrhiav "Feizhu"; Yog tias koj xav yuav cov khoom siv, koj tshawb rau "Xianyu"; Yog tias koj xav rho tawm, koj tshawb rau "Ele.me" lossis "Taobao Flash Muag."

Hauv Internet tau txo tus nqi ntawm kev paub txog hom lag luam zoo heev. Cov neeg siv tsis cia siab rau "ib hom lag luam" los tsim kev nco, tab sis tsuas yog cia siab rau lub platform nkag thiab cov lus pom zoo algorithm.

Alibaba lub hom phiaj kev sim

Alibaba ntseeg nyob rau hauv txoj kev xav tau ntau heev thaum ntawd.

Yog li ntawd lawv tsim Fliggy, Ele.me, Xianyu, Koubei ... ib pawg ntawm sub-brands, uas zoo li tag nrho lub vaj.

Tab sis saib rov qab tam sim no, qhov teeb meem tshwm sim.

Siv "飞猪" piv txwv. Thaum cov neeg siv hnov ​​lub npe, lawv thawj cov tshuaj tiv thaiv yog: Qhov no yog dab tsi? Ib tug npua teb? Los yog aircraft?

Yog nws hu ua "Taobao Travel", koj puas to taub tam sim ntawd?

Cia peb saib "Xianyu." Tus neeg siv tshiab yuav tsis paub tias nws yog kev lag luam thib ob tsuas yog hnov ​​lub npe. Tab sis yog tias nws hu ua "Taobao Secondhand," lawv puas yuav nkag siab tam sim ntawd?

Alibaba nyuam qhuav tso Ele.me nkag rau hauv Taobao thiab pib "Taobao Flash Sale". Qhov no yog lub teeb liab: lawv tau pib paub tias cov npe tawg tau ua rau tus nqi ntawm Taobao tsis muaj zog li qhov nkag tau zoo.

Lub sijhawm ntawm super hom tau los txog

Niaj hnub no, cov neeg siv xav kom muaj tag nrho lawv cov kev xav tau daws raws li ib lub npe loj.

Koj puas tau pom thiab? Cov neeg tsis hais tias "Kuv xav yuav khoom noj ntawm Meituan" lawm; lawv tsuas hais tias "Meituan." Rau noj mov, tsheb tavxij, thiab khoom noj khoom haus, lawv txhua tus siv Meituan.

Ib yam yog qhov tseeb rau JD.com, uas tau nthuav dav los ntawm cov khoom lag luam digital mus rau cov khw muag khoom loj, khoom noj tshiab, thiab kev mus ncig. Cov neeg tseem hais tias, "Kuv yuav mus rau JD.com mus xyuas nws."

Qhov no qhia txog qhov tseeb: nyob rau hauv cov ntsiab lus ntawm Internet, super hom yog cov riam phom muaj zog tshaj plaws.

Ib hom loj xws lintugSpaceship tuaj yeem haum rau ntau lub lag luam modules, thiab cov neeg siv yuav tsis xav tsis meej pem txhua.

Vim li cas qhov kev tso kawm txoj kev xav yog outdated?

Muaj peb lub laj thawj tseem ceeb:

1. Unified neeg siv nkag: Tshawb nrhiav, kev pom zoo, thiab super APP ua kev lag luam yooj yim thiab ncaj qha.
2. Cov kev hloov hauv kev sib txuas lus: Cov ntaub ntawv yog dej thiab tsis tso siab rau ib qho kev tshaj tawm kev tshaj tawm. Hom dispersion ua tau nce lub nra hnyav.
3. Txo cov nqi ntseeg: Thaum lub lag luam loj tau tsim, cov neeg siv txaus siab sim ua lag luam ntau hauv nws cov ecosystem.

Hauv lwm lo lus, cov neeg siv tsis xav tau ib pawg ntawm "cov npe me me nrog qhov pom tseeb"; lawv xav tau ib qho "cov npe loj uas ntseeg siab" uas tso cai rau lawv los cawm lawv tus kheej cov teeb meem ntawm kev xav.

Yav tom ntej hom logic: kev koom ua ke thiab ecology

Xav txog tias yog "Feizhu" tiag tiag renamed "Taobao Ncig Teb Chaws", "Xianyu" dhau los ua "Taobao Ob txhais tes", thiab "Ele.me" nkag tau tag nrho rau hauv "Taobao Flash Purchase".

Koj puas xav tias Taobao tam sim ntawd dhau los ua tus super omnipotentLub NeejNkag?

Qhov no yog lub neej yav tom ntej logic ntawm Internet hom: kev sib koom ua ke, kev koom ua ke, thiab ecology.

Cov neeg siv tsis tas yuav paub qhov txawv xya lossis yim lub npe, lawv tsuas yog yuav tsum nco ntsoov ib lub cim super.

Nws zoo li Apple lub logic: iPhone, iPad, iCloud - lawv ib txwm "Apple." Koj tsis yog yuav khoom xwb; koj tab tom yuav ib qho ecosystem tiav.

Xaus: Daim Ntawv Qhov Kawg ntawm Hom

Tus nqi ntawm kev tso txoj kev xav yog tias nws ib zaug tau pab cov tuam txhab kawm kom pom tseeb, tab sis nyob rau hauv niaj hnub Internet ib puag ncig, nws cov kev txwv tau dhau los ua pom tseeb.

Kev sib tw hom lag luam yav tom ntej yuav tsis yog hais txog "peb lub npe koj puas muaj npe nrov dua?" tab sis hais txog leej twg tuaj yeem siv ib lub npe los nqa ntau qhov xwm txheej.

Qhov no yog ib qho kev dhia los ntawm "ib qho kev sib tw" mus rau "ecological kaw voj", thiab kuj yog ib qho kev hloov pauv hauv kev lag luam kev paub.

Kuv tus kheej lub tswv yim yog qhov kev xav ntawm qhov kev xav tsis tau tuag, tab sis tau hloov zuj zus. Nws tsis yog "ib lub lag luam, ib hom", tab sis "ib ecosystem, ib hom super".

Li xwbLub tswv yimRaws li cov lus hais mus: Kev muaj tiag yog qhov tsim nyog, tab sis kev xav tau yuav tsum hloov zuj zus nrog lub sijhawm.

Qhov kawg ntsiab lus

1. Positioning txoj kev xav tau ib zaug ua tau zoo, tab sis nws yog ib yam khoom ntawm lub hnub nyoog kev lag luam.
2. Hauv Is Taws Nem tau hloov pauv tag nrho txoj hauv kev sib txuas lus thiab pom cov khoom lag luam, thiab cov neeg siv ntau dua nyob ntawm cov portals thiab ecosystems.
3. Alibaba qhov kev sim ua lag luam qhia tau hais tias ntau hom lag luam dispersion tiag tiag dilutes tus nqi tseem ceeb.
4. Super hom tau dhau los ua tus qauv tshiab, thiab cov neeg siv xav kom muaj tag nrho lawv cov kev xav tau raws li ib lub hom phiaj loj.
5. Lub hom phiaj ntawm lub neej yav tom ntej yog kev koom ua ke thiab ecology, nqa los ntawm lub cimtxwvua tau.

Yog li, yog tias koj tseem siv txoj kev xav qub los tsim ib lub npe, nws zoo li siv Nokia los tawm tsam iPhone.TangledTxhua lub lag luam yuav tsum muaj tus kheej ywj pheej. Nws yog qhov zoo dua los tsim lub npe super thiab ua rau nws nkag mus rau tag nrho cov neeg siv lub neej.

Qhov no yog txoj kev yeej tiag.