品牌的世界正在由“重”变“轻”!传统的品牌理论基于20世纪下半叶北美、西欧等相对稳定、发达市场上快速消费品营销实践的经验总结。简言之,打造一个品牌就是找准一个市场定位,准备好足够深的钱袋、足够大的产能和足够密的分销渠道,通过数量有限、威力强大的大众媒介反复轰炸消费者,灌输某种消费观念与生活方式,塑造品牌知名度,以媒介声音份额换取消费者的心智份额,最终夺得相应的市场份额。竞争最终的结果是寡头格局的出现,市场成了少数几个超级大品 The brand world is changing from “heavy” to “light.” Traditional brand theory is based on the experience gained from relatively stable, fast-moving consumer goods marketing practices in developed markets in North America and Western Europe in the second half of the 20th century. In short, creating a brand is about finding a niche, getting deep enough moneybags, big enough capacity, and tight enough distribution channels to bombard consumers with a limited and powerful mass media Consumer attitudes and way of life, shaping brand awareness, in order to share the voice of media consumers share of the mind, and ultimately won the appropriate market share. The end result of the competition is the appearance of the oligarch pattern, the market has become a few super-large