Chii chinonzi brand Strategic positioning?Trout's Strategic Positioning Kukosha kwe4 Misiyano

chii chinonzi brand strategyPositioning?

Trout's Strategic Positioning Kukosha kwe4 Misiyano

Jack Trout, nyanzvi yekushambadzira yeAmerica ine mukurumbira, akataura mubhuku rake "Be Different: Survival in an Age of Extreme Competition" kuti makambani anofanira kuwana nzira yekusiyanisa pamberi pevakwikwidzi.

Hwaro hweakabudirira brand Strategic positioning:

• kana wakabatikanaE-commerceKanaWechat, anofanira kuudza mutengi nei achifanira kutenga chigadzirwa chako pane chemumwe munhu?
• Wechat marketingStrategic positioning, "differentiation" ndiyo kiyi.

Brand Strategic positioning mibvunzo mitatu

Chero bhizinesi rinoda kuita basa rakanaka mukumisikidza brand rinofanira kubvunza iyi mibvunzo mitatu:

1. chii?
2. zvakasiyana papi?
3. Kuzviratidza sei?

Tora "Volvo" mhando semuenzaniso:

1) Chii?

• "Volvo" inotengesa sedans dzeumbozha, mota dzemitambo, mota dzekuchengetedza, uye kunyange mavan.

2)Zvakasiyana papi?

• Motokari yakavimbika, yakasarudzika, yakachengeteka uye inonakidza kutyaira.

3) Kuzviratidza sei?

• XX airbags pamota yedu ▼

midhiya mitsvaOperational Strategic positioning

Kune vakawanda vatsva vezvenhau vanoda kuita网络 营销, asi inowanzobvunzwa:Nzira yekuwana sei WeChat public account?

Ndokumbira uwone iyo inotevera mibvunzo ye3 yekuzvimiririra:

1) Ndiri mumunda upi?

• Mashandiro matsva enhau.

2) Chii chandingapa?

• Batsira iwe kuvandudza kunaka kwemaitiro matsva emidhiya, rega iwe uvandudzePublic account promotionkunyatsoshanda.

3) Ndinozviratidza sei?

• Iyo WeChat yeruzhinji account chinyorwa yakatounza XX mitsva midhiya maturusi.
• Aya maturusi matsva enhau akabatsira vadzidzi veXX kuti vavandudzeWeb Promotionkunyatsoshanda.

hunhu hwemusikirwo hwekuzvichengetedza

Uropi hwemunhu hunoberekwa huine pfungwa yekuzvichengetedza.

Nekuda kwesimba rekuzvidzivirira muuropi, vatengi (vashandisi) vanoburitsa maitiro anotevera:

1) Isa pfungwa dzako pauri

• Kuti uderedze kushandiswa kwesimba, uropi hahuna hanya nezvinhu zvisina chekuita nazvo.

2) Kukwanisa kuita zvishoma

• Huropi hunokwanisa hushoma, uye kuitira kuderedza kushandiswa kwesimba, hazvibviri kuyeuka zvakanyanya.

3) Venga clutter

• Uropi hunogadzirisa zvinhu uye hunopedza simba rakawanda.

4) Kufanana nekureruka

• Kuronga nekugadzirisa, uropi hunodya simba shoma uye zvinobudirira kuvandudza kushanda zvakanaka.

5) Tenga kubva kuchaunga

• Uchiona kuti munhu wese atenga, ukasazvitengera wega, unonzwa wapera nguva, sekuti ucharasikirwa nechimwe chinhu...

6) Ramba kuchinja

• Kazhinji kuchinja, uropi hunodya simba rakawanda.

7) Tarisa pamusiyano

• Zvinhu zvakasiyana-siyana zvinokwezva kutarisa kweuropi.

Brand Strategic Positioning, kusiyanisa ndiyo kiyi

Nha. 1 Kusiyanisa: Kubatsira Kwekutanga

• Vanhu vazhinji vanongorangarira Mount Everest, nzvimbo yakakwirira kupfuura dzose munyika.
• Munhu wekutanga kuburitsa bhuku mundima iyi ane rekodhi renguva risingagone kunyepera.

2nd Musiyano: Iyo Yakasarudzika Kubatsira

• Iva iwe wega waunganidza XXX mumunda.

3rd Kusiyanisa: Chiitiko Chakareba

• Semuenzaniso, zvinoyemurika kutaura makore mangani echiitiko chekushanda muindasitiri ye-e-commerce.

Rudzi rwechina rwekusiyanisa: musiki weXX theory

• Nhanganyaya: XXX, musiki wedzidziso (musiki).

Iyo brand Strategic positioning yakagovaniswa pano, ndapota ona chinyorwa chinotevera:"Nzira yekuwana sei hupenyu hwako nzvimbo?"