上海快3

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RUHEZHANSHANWEIWANG,CHUANGJIANPINPAI

壹串通上海快3      2017-12-19

  BIANZHEAN:RUHEZHANSHANWEIWANG,CHUANGJIANDIYIPINPAINEIRONGFENXIANGLAIYUANYUYICHUANTONGDIYIYINGXIAOZHANLVELILUN,DIYIYINGXIAOZHANLVEYUANLISHIYICHUANTONGDONGSHICHANG——LIJINKUIXIANSHENGERSHIWUNIANYILAIQIANXINGPINPAIYINGXIAOXINGYEZONGJIECHULAIDELILUN,GAILILUNYIZHULI20YUPINPAICHENGGONGSHANGSHI,40DUOGEPINPAICHENGWEIXINGYELINGXIU,300YUGEPINPAIXINLAIYUXUANZE。HEWEIDIYIXINGYINGXIAOZHANLVE?YONGYIJUHUAZONGJIEJISHI:RANGPINPAICHENGWEIYONGHUDEDIYIXUANZE。JINGLUYINZHENGLI,YIXIAWEIFENXIANGNEIRONGJINGJIANBAN,GENGDUOJINGCAIKEGUANZHUYICHUANTONG。

YICHUANTONGDONGSHICHANGLIJINKUIXIANSHENGJIANJIE

  大家好,我是李錦魁,今天非常開心和大家分享第一營銷戰略理論。

  WOMENDAJIADOUZHIDAOSHIDAIZAIBIAN,SHICHANGHUANJINGZHENGZAIFASHENGRIXINYUEYIDEBIANHUA。

  在大競爭環境時代,每一個行業都有上百、上千企業和品牌,導致消費者陷入難以選擇的困惑;在信息大爆炸時代,中國步入千萬級媒體時代,信息呈現指數式增長,消費者每天被海量信息包圍;在產品同質化時代,行業產品同質化嚴重,很難從產品賣點上,進行差異化區隔,營銷創新才是王道。
  我們有很多過剩的同類公司,雇用同類的人,他們有著類似的,教育背景,就業于類似的工作崗位,提出類似的想法,生產類似的產品,這些產品有類似的價格和類似的質量。

  ZAIMIANLINZHUHUANJINGDAJINGZHENG+XINXIDABAOZHA+CHANPINTONGZHIHUADESHICHANGHUANJING,CHENGQIANSHANGWANDEPINPAIZAI“SAORAO”ZHUYONGHU,GEIYONGHUDAILAIJUDADEXUANZEKUNHUO。

  一、用第一性原理思維去思考,解決問題就是解決本質與根源

  壹觀點:要用第一性原理思考問題,而不是類比思維。
  2300年前古希臘哲學家亞里士多德:在每個系統探索中存在第一性原理。第一性原理是基本命題和假設,不能被省略和刪除,不能被違反。從量子學的角度分析,第一性原理是從頭計算,不需要任何參數,只需要一些基本的物理常量,就可以計算出來分子結構和物理的性質,這樣的理論很接近于反映宇宙本質原理,就稱第一性原理。在道家思想里面道生一,一生二,二生三,三生萬物;其中的一也是指第一性原理。

  RENHESHIQINGDOUYOUDIYIYUANZE,ZHUAZHULE,YIQIEYINGRENERJIE。WENDUIWENTI,SUIHOUYIQIESHIRAN。ZHAOCHUCHANPINNEIHANDE“GEN”JISHU,RANHOUZUOYOUHUASHEJI。ZHEYESHIDIYIXINGYUANLIDEHEXINGUANJIANSUOZAI。

  二、站在用戶思維去思考,以用戶選擇為中心

  壹觀點:用戶只有1個選擇,選擇是你,別人就沒有機會。

  RENLEIDEXINLIXIGUAN,DI1RENZHI,JIUXIANGCHULIAN,CHULIANYONGYUANZAIXINLIYOUTESHUDEDIWEI。RENLEIDESHENGLIXIGUAN,RENNAOWUFARONGNA7GEDANWEIYISHANGSHIWU。DI1PINPAIDEXIAOLIANGSHIDI2PINPAIDE2BEI,DI1PINPAICAISHIQIYEDEZICHAN。

上海快3   YONGHUDEXUANZECAISHIJUEDINGQIYECHENGGONGDEZUIGUANJIANYINSU,ERYONGHUXUANZEDECHENGDUYEJUEDINGLEQIYEZHUANQIANDECHENGDU,HEQIYEFAZHANDESILU。YOUTONGJISHUJUXIANSHI,YIJIAQIYERUOBAOZHU5%DEWENDINGYONGHU,NEIGAIQIYEDELIRUNZHISHAOHUIZENGJIA25%。YINCI,QIYEDELUOJIAODIANYEYINGZAIYUSHIYONGHUZUIZHONGXUANZE,ZHIYOUZHANGWOLE“YONGHUXUANZE”ZHEGEYUANDONGLI,QIYECAINENGDEDAOCHANGZUDEFAZHAN。ERQIE,YONGHUXUANZEYENENGSHIQIYEHUODEGENGGAODECHANGQIYINGLINENGLI。

上海快3   ZHANZAIYONGHUSIWEIQUSIKAO,SUOWEIDEYONGHUSIWEI,JIUSHIZAIJIAZHILIANGEGEHUANJIEDOUYAO“YIYONGHUXUANZEWEIZHONGXIN”。

  YOURENSHUO“YIYONGHUWEIZHONGXIN”BUSHIGANGGANGMAOCHULAIDEGAINIAN,ZHESHISHIHUA,HENDUOCHUANTONGPINPAICHANGSHANGDOUZAIJIAORANGZHU“YIYONGHUWEIZHONGXIN”、“YIKEHUWEIZHONGXIN”,HUOZHE“YIXIAOFEIZHEWEIZHONGXIN”,DANSHI,WOMENDANGQIANSUOCHUDESHIDAISHIHULIANWANGSHIDAI,XINXIDECHUANBOFANGSHICHANSHENGLEFEICHANGDADEBIANHUA,JULILAISHUO,YIQIANMEIYOUWANGLUODESHIHOU,RUGUOYIGEYONGHUDUICANJIADECHANPINHEFUWUBUMANYI,CHANGTAIDEFANYINGSHIZIRENDAOMEISUANLE,XIACIZAIYEBUMAIZHEJIADECHANPINHEFUWU,DINGDUOSHIXIANGZHOUWEIDEPENGYOUBAOYUAN,TIXINGTAMENYIDINGBUYAOQUMAI。ZHEZHONGYONGHUDEYIJIANZHINENGZAIXIAOFANWEINEICHUANBO,DUICHANGJIADEYINGXIANGBUDA,SUOYIBUSHAOCHANGJIALIYONGZHEZHONGXINXIBUDUICHENGLAISUANJIYONGHU,ZUIDAXIANDUDICONGYONGHUSHENSHANGJIEZEERYU,JISHICHUXIANLEYONGHUTOUSU,YESHINENGWUZEWU,ERBUSHIJIJIGAIJINZISHENDEWENTI。SUOWEI“MAIDEBURUMAIDEJING”,JIUSHIZAICHUANTONGDEYINGXIAOHUANJINGZHONGMAIFANGCHUYUQIANGSHIDIWEISHIYONGHUDECHUJING。

上海快3   ZHIYOUZHANZAIYONGHUSIWEIQUSIKAO,CAINENGQINSHENTIHUIYULIJIEYONGHU。WOMENDOUZHIDAO,ZAIXINLISHANG,YONGHUZHIXUANZEJIDEZHUDEDIYI;ZAISHENGLISHANG,YONGHUZHIXUANZEXIANGDEDAODEDIYI;SHEHUISHANG,YONGHUZHIXUANZEKANDEDAODEDIYI。ZHIYOUCHENGWEIYONGHUDEDIYIXUANZE,CAINENGZHENZHENGCHENGWEIPINLEIDEDIYI。

  、選擇來自心智模式,來自心智認知

  壹觀點:品牌定位戰略就是在用戶心智占有一定位置,否則用戶怎么選擇你。

上海快3   GENJUTONGJIERZHIPAXINGNAOGENGXIHUANSHIJUEDEXINXI,RENLEI80%XINXILAIZISHIJUE。YANJINGJUECEHUANSHISIKAOJUECE?XINZHIMOSHIZAIJUECE,DANAOZHIXING。

上海快3   WOMENDOUZHIDAORENLEITEBIEBUXIHUANYONGNAOSIKAO,DANGNIPENGYOUCHUQUCHIFANDESHIHOU,BIERENWENCHISHENME?NIDUOSHUDOUHUIHUIDASHUOSUIBIAN,HENMINGXIAN,WOMENDOUBUAISIKAOYUJUJUEXUANZE。ERZUIZHONGJUEDINGCHISHENME,WANGWANGSHIYONGXINZHIMOSHIZAIJUECE,DANAOZHISHIZHIXING,XINZHISHIYOURENZHIMOXINGJUEDINGDE。

上海快3   PINPAIDINGWEIZHANLVEJIUSHIZAIYONGHUXINZHIZHANYOUYIDINGWEIZHI,FOUZEYONGHUZENMEXUANZENI。XUANZELAIZIXINZHIMOSHI,LAIZIXINZHIRENZHI。

  四、怎么成為第一品牌?心智定位認知第一

  壹觀點:認知大于事實

上海快3   ZAIYICHUANTONGPINPAIDINGWEIDESANZHAOLIUSHIDEZUOYEFANGSHIXIA,BANGZHUQIYEMENTONGGUOPINPAIDINGWEIZHANLINGYONGHUDEXINZHI,ZHANSHANWEIWANG,DAZAODIYIHECHENGWEIYONGHUXUANZEDEDIYI。CONGBENZHILAISHUO,PINPAIDINGWEIZHANLVEJIUSHIZAIYONGHUXINZHIZHANYOUYIDINGWEIZHI,FOUZEYONGHUZENMEXUANZENI。

  壹串通定位三招六式

  第一營銷即調動用戶已有認知(洞察)+在用戶頭腦里精準定位(策略定位)+創意出己有認知關聯的符號和品像(超級創意)+說用戶內心想說的那句話(傳播)+找出對用戶最影響的關鍵點落地(互動),達到用戶對品牌第1認知!

  洞察:發現第“1”

  MEIGEQIYESUOZUODECHANPINHUOFUWUDOUCUNZAIDI1DEJIYIN,DONGCHADI1。ZAIYONGHUWEIWANGDESHIDAILI,ZHENGGEDONGCHAGUOCHENGBIXUYIYONGHUWEIHEXIN,CONGYONGHUDEJIAODUKANDAIQIYE、JINGPINHECHANPINZHIJIANDEGUANXI,JINERFAXIANPINPAIJIYIN,XINGCHENGPINPAIHEXIN。

上海快3   YICHUANTONGDONGCHADIAOYANDEFANGFA:“YONGJIAOZOU、YONGZUIWEN、YONGSHOUJI、YONGNAOXIANG”;DONGCHADEGUOCHENG,KEYIFENWEISANGEHUANJIE:XINXISHOUJI——FENXIDI1JIYIN,PANDUANDI1——DECHUDI1JIELUN。

  策略定位:確定第“1”

  TONGGUODONGCHAZHAODAODI“1”DEJIYINHOU,NEIME,QIYEJIUYAOQUEDINGDI“1”。KENENGYOURENHUISHUO,WODEQIYEWULUNNAGEFANGMIANDOUPAIBUSHANGDIYI,ZENMEQUFAJUENI?QISHIQIYEZAIFAJUEDIYIYINSUDEGUOCHENGZHONG,YOUSHIKEYIHUANGEJIAODUSIKAO,WANGWANGJIUNENGLIUANHUAMING。

上海快3   QIYEKECONGYIXIAJIAODUFAJUEZISHENDEDIYIYINSU;CHANNENGDIYI、XIAOLIANGDIYI、SHIJIANDIYI、JIANGXIANGDIYI、LINIANDIYI、NAIYONGDIYI、ANQUANDIYI、XUNSUDIYI、JIAGEDIYI、SHEJIDIYI、JIAZHIDIYI、ZUNGUIDIYI、FANGBIANDIYI、FUWUDIYI、YANFADIYI......

  “DI1FAZE”YESHIQIJINWEIZHIZUIYOUXIAODETISHENGZHIMINGDUDEFANGFA。YINWEI“DI1”CHAOYUELEQITASUOYOUDEPINPAI,ZUIRONGYIBEIYONGHUJIZHU,YEHUIDEDAODEDAORENMENZUIDUODEGUANZHUHEXIAI,ERQIEGENGRONGYIYINQIMEITIDEGUANZHU。

  超級創意:第“1”記憶符號

  ZAIXIAOFEIZHEDANAOLIMEIYOUZHENXIANG,ZHIYOURENZHI!

  看到紅罐,大家首想到的王老吉,紅罐=王老吉
  提起孝敬爸媽,首想到的是送禮,送禮=腦白金

  提起老干媽,大家首想到的并非“慈母手中線”的媽媽,老干媽=辣椒醬

上海快3   ZHEXIEPINPAIFUHAOZAIXIAOFEIZHEDEXINZHONGYIJINGLUOXIASHENKEDEYINJI。TONGGUOMOUGEFUHAO、MOUGECHUANGYIHUOMOUZHONGCHANPINNENGRANGXIAOFEIZHELIANXIANGDAODEPINPAI,BIANSHIXIAOFEIZHEDUIYUPINPAIDEJIYIBUFEN,ZHEYESHICHAOJICHUANGYIDEQIANGDAZUOYONGSUOZAI。

  傳播:把第“1”廣而告之

  GUANGGAOZHISHIPINPAICHUANBODEYIBUFEN,ERCHUANBOZEZHISHIPINPAIYINGXIAODEYIBUFEN。ZAICELVEYIJICHUANGYIDOUCHENAILUODINGHOU,NEIMECHUANBOJIUSHIYAOBAZIJIDEDI“1”GUANGERGAOZHI,ZHENGHESUOYOUDECHUANBOGONGJU,TONGYIKOUJING,YONG“YIGESHENGYINSHUOHUA”。

上海快3   ZHESHI,WOMENYAOZUOHAODEJIUSHI:SHUOYONGHUNEIXINXIANGSHUODENEIJUHUA。

  互動:認知第“1”

上海快3   ZAIGUANJIANDIANLUODIDEBUFEN,JIUSHIYAOLUOSHIHAORENZHIDEDI“1”。ERYONGHUDERENZHIGUOCHENGZHONG,“XIHUAN”SHIZHIGUANZHONGYAODE。SHIJISHANG,“XIHUAN”BI“HAO”GENGZHONGYAO。YONGHUZHIYOU1GEXUANZE,JIUSHI“XIHUAN”DEXUANZE,NIMAIXIAOMISHIMEIYOULIYOUDE,JIUSHIXIHUAN,MEIYOUBIEDEDAOLI,QIANGOUTONG,MEIYOUNEIMEDUOSHENCENGDEDONGXI。WOMENDOUZHIDAO“PASHANGHUOHEWANGLAOJI”,WANGLAOJIZHENDENENGQUHUOMA?JIUSHIYONGHUXIHUAN。

  PINPAIJIUSHIBUDUANBEIQIANGHUADEDIYIGAINIANDERENZHI。PINPAIDIYIDAIBIAOLEPINZHI,DAIBIAOLEDUOSHUSHIDUIDE。LINGWAI,YIDANMOUYIPINPAIJINRURENMENXINZHIZHANJUYIGEWEIZHI,JIUHENNANZAIYOULINGWAIYIGEYIMOYIYANGDEPINPAIZHANJUTONGYIGEWEIZHI,HOULAIZHEYAOLINGWAIXUANZEYIGEWEIZHICAINENGLIZU。

上海快3   SUOYI,ZHAOCHUDUIYONGHUZUIYINGXIANGDEGUANJIANDIANLUODI,RENZHIDI“1”YUANYUANBISHISHIDI“1”ZHONGYAODEDUO。

  還有幾個值得關注的方向:符號第一的時代、移動第一的時代、智能第一的時代、顏值第一的時代、偶像第一的時代、熱點第一的時代......在這些衍生詞里面可以參考企業的營銷方向,去接近用戶,讓你的品牌成為用戶選擇的第一。

  “產品顏值尤為重要”,顏值第一的時代
  【壹串通客戶】好太太&劉濤,偶像第一的時代
  【壹串通客戶】大王椰G20熱點,熱點第一的時代
  以及更多......

  【HOUJI】ZAIXIANSHIZHONG,WOMENHUIFAXIANWANGWANGHENDUOYOUSHILIDEQIYEBIBUGUOSHILICHADEQIYE,ZHUYAOGENYUANSHIZHELEIXINGDEQIYEBINGMEIYOUZHANLINGYONGHURENZHIDEDIYI。ER,RENZHIDI1BISHISHIDI1GENGZHONGYAO,QIYERUGUOZUOBUDAOYONGHURENZHIDEDI1JIUYIWAIZHUSHIQULEBEIXUANZEDEJIHUI,SUOYI,YAOMEDI1,YAOMECHENGWEIDI1。XINZHIDINGWEI,RENZHIDIYI!ZHESHIQIYEPINPAIYINGXIAOZHANLVEBIRANXUANZE,YESHIWOMENDIYIYINGXIAOZHANLVELILUNDEGUANJIANDIAN。

  JINTIANFENXIANGDAOCI,GANXIEGEWEILINGTING,YEGANXIEGEWEIGUANZHUYICHUANTONG!

  本文來源于【壹串通品牌營銷策劃機構】
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