Ho beha mofuta oa brand strategic positioning ke eng?Trout's Strategic Position Bohlokoa ba 4 Phapang

leano la mofuta ke engBoemo?

Trout's Strategic Position Bohlokoa ba 4 Phapang

Jack Trout, setsebi se tummeng sa ho bapatsa sa Amerika, o ile a bontša bukeng ea hae "Be Different: Survival in an Age of Extreme Competition" hore lik'hamphani li tlameha ho fumana mokhoa oa ho khetholla pakeng tsa bahlolisani.

Motheo oa boemo bo atlehileng ba leano la mofuta:

• haeba u kopanetseKhoeboKapaWechat, o lokela ho bolella moreki hore na ke hobane'ng ha a lokela ho reka sehlahisoa sa hau ho e-na le sa motho e mong?
• Wechat marketingstrategic positioning, "differentiation" ke senotlolo.

Brand strategic positioning 3 lipotso

Khoebo efe kapa efe e batlang ho etsa mosebetsi o motle maemong a marang-rang e tlameha ho botsa lipotso tsena tse 3:

1. ke eng?
2. e fapane kae?
3. Joang ho paka?

Nka mohlala oa "Volvo" e le mohlala:

1) Ke eng?

• "Volvo" e rekisa li-sedans tse majabajaba, likoloi tsa lipapali, likoloi tsa ts'ireletso, esita le liveni.

2) E fapane hokae?

• Koloi e ka tšeptjoang, e majabajaba, e sireletsehileng le e monate ea ho khanna.

3) Ho paka joang?

• XX airbags koloing ea rona ▼

media o mochaBoemo ba leano la tšebetso

Ho na le batho ba bangata ba mecha ea litaba ba batlang ho etsa网络 营销, empa hangata ho botsoa:U ka fumana ak'haonte ea sechaba ea WeChat joang?

Ka kopo, sheba lipotso tse 3 tse latelang bakeng sa ho ipeha boemong ba hau:

1) Ke tšimong efe?

• Ts'ebetso e ncha ea media.

2) Ke boleng bofe boo nka fanang ka bona?

• E u thusa ho ntlafatsa boleng ba ts'ebetso e ncha ea media, e u lumelle ho ntlafatsaKholiso ea ak'haonte ea sechababokgabane.

3) Ke paka joang?

• Sengoloa sa ak'haonte ea sechaba ea WeChat se se se hlahisitse lisebelisoa tse ncha tsa media tsa XX.
• Lisebelisoa tsena tse ncha tsa mecha ea litaba li thusitse baithuti ba XX ho ntlafatsaKholiso ea Marang-rangbokgabane.

boitšoaro ba tlhaho ba ho ipaballa

Boko ba motho bo tsoaloa bo e-na le tšekamelo ea tlhaho ea ho itšireletsa.

Ka lebaka la tšekamelo ea tlhaho ea ho itšireletsa bokong, bareki (basebelisi) ba tla hlahisa mekhoa e latelang:

1) Tsepamisa maikutlo ho uena

• E le ho fokotsa tšebeliso ea matla, boko ha bo ele hloko lintho tse sa amaneng le tsona.

2) Bokhoni bo fokolang

• Bokhoni ba boko bo lekanyelitsoe, 'me e le ho fokotsa tšebeliso ea matla, ho ke ke ha khoneha ho hopola haholo.

3) Hloea bohlasoa

• Boko bo sebetsana le bohlasoa 'me bo ja matla a mangata.

4) Joaloka bonolo

• Ho hlopha le ho hlopha, boko bo sebelisa matla a fokolang 'me ka katleho bo ntlafatsa bokhoni.

5) Reka ho bongata

• Ka ho bona hore batho bohle ba e rekile, ha o sa ithekele, o tla utloa eka o siiloe ke nako, ekare u tla lahleheloa ke ntho e itseng...

6) Hanela phetoho

• Liphetoho tse etsahalang khafetsa, boko bo ja matla a mangata.

7) Tsepamisa maikutlo ho phapang

• Lintho tse fapaneng li hohela tlhokomelo ea boko.

Brand strategic positioning, phapang ke senotlolo

No. 1 Phapang: Molemo oa Pele

• Batho ba bangata ba hopola feela Thaba ea Everest, tlhōrō e phahameng ka ho fetisisa lefatšeng.
• Motho oa pele oa ho hatisa buka tšimong ena o na le rekoto ea nako e ke keng ea qojoa.

Phapang ea 2: Molemo o Ikhethang

• Eba uena feela ea bokeletseng XXX lebaleng.

Phapang ea 3: Phihlelo e telele

• Mohlala, hoa babatseha ho bolela hore na ke lilemo tse kae tsa boiphihlelo ba ts'ebetso indastering ea e-commerce.

Mofuta oa bone oa phapang: moetsi oa khopolo ea XX

• Selelekela: XXX, moetsi oa likhopolo-taba (moetsi).

Boemo ba leano la lebitso bo arolelanoa mona, ka kopo bona sengoloa se latelang:"Mokhoa oa ho fumana boemo ba bophelo ba hau?"