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做品牌,某种程度上就是在做差异化。只有形成认知上的差异化,并且这样的差异化对消费者是有意义的,那么消费者才会特别地关注你。不仅是保险,从金融产品的现状来看,我想大众消费者实在想不出A银行和B银行,A保险公司和B保险公司的产品有什么本质上的区别。面对一边是异常凶狠的竞争对手,另一边是毫无差异化的消费者感知,安盛天平的车险应该怎么从包围网中跳出
To do the brand, to some extent, is doing differentiation. Consumers will pay special attention to you only if they are cognitively differentiated and such differentiation is meaningful to the consumer. Not only insurance, but from the current state of financial products, I think the mass consumer can not really figure out the essential difference between the products of Bank A, Bank B, A Insurance Company and B Insurance Company. Faced with an extremely fierce competitor on the other side is no difference in consumer perception, AXA balance car insurance how to jump out of the siege network