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“进入人们大脑的捷径是:争当第一。”里斯和特劳特在《定位》一书中,特别强调了创造“第一说法、第一事件、第一位置”,对于在消费者心中建立独有位置的重要价值。这个看似非常简单,但实践起来又很艰难的概念,揭示了如何持久成为一个行业领导品牌的关键战略。中国移动的“全球通”品牌,多年来通过不断在传播中创造第一,在争夺激烈的市场中,始终保持着领导者地位。以前广为人知的“关键时刻信赖全球通”“、专家品质信赖全球通”等,都是具有“第一说法”特点的品牌主张。近年随着针对消费者大脑的争夺愈加激烈,创造出跃然而出的第一概念也越发困难“。全球通”根据人们普遍关注社会中领先人物的特点,推出“我能”系列传播运动,通过连续创造以人物为载体的“第一事件”,继续巩固了领导品牌形象。在2006年新年和春节前后“,全球通”与网易共同策划举办了“我们的精神”2005年度我能人物评选活动,在1亿多网民心中抢占了第一位置。
“The shortcut to getting into people’s brains is: fight for the first place.” Reese and Trout, in their book Positioning, put a particular emphasis on creating “the first argument, the first event, the first place,” in the minds of consumers The value of establishing a unique location. This seemingly very simple, but difficult to understand the concept of practice, revealing how to become the key strategy of a leading brand in the industry. Throughout the years, China Mobile’s “GlobalCom” brand has been the number one brand in communications and has always maintained its leadership position in the fiercely competitive market. Previously known as “the key moment of trust in the global communications”, “trust the global quality experts”, etc., are the characteristics of the “first argument” brand proposition. In recent years, as competition for consumers’ minds has become more intense, it has become more difficult to create the first concept that emerges as a vivid picture. “Based on the characteristics that people are most concerned about the leading figures in society, Global Link launched the” I-can “series of communication campaigns, Create ”the first event“ with people as carrier, and continue to consolidate the leading brand image. In 2006, before and after the New Year and the Spring Festival, GlobalCom and NetEase jointly planned and organized ”Our Spirit". In 2005, I was able to select people and took the first place in the hearts of more than 100 million Internet users.