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美国行销策略专家杰克·陶特于70年首先提出革命性的传播方法——“定位”引起热烈反响,成为今日行销理论的主流。最近,陶特分析社会的主要变化,整理二十五年来的工作经验,写出《就定位》一书,提出更符合时代要求的定位策略: 一、将最显而易见的想法弃如敞屣。定位的过程就是在寻找最明显的想法。其实企业内最盛行的想法,也就是消费者心中最清楚的印象。但大家通常舍近求远,认为最显而易见的看法不过是众所周知的老调,而不予重视。 二、定位需要一次涵盖现在与未来。将今天的工作做得出色才是当务之
American marketing strategy expert Jack Tate first proposed in 1970 the revolutionary method of communication - “positioning” aroused enthusiastic response, becoming the mainstream of today's marketing theory. Recently, Tao Te analyzed major changes in the society, sorted out 25 years of work experience, wrote a book on Positioning, and proposed a positioning strategy that is more in line with the requirements of the times: First, the most obvious ideas are discarded. The process of positioning is looking for the most obvious idea. In fact, the most popular idea in the enterprise, which is the clearest impression in the minds of consumers. However, we often find ourselves far away from each other, believing that the most obvious view is nothing but the well-known old tune that we should not pay attention to. Second, positioning needs to cover the present and the future. It is duty-time to do a brilliant job today