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在当今这个丰富多彩、光怪陆离的物质世界里,人们常常面对的不是选择太少,而是选择太多,以至于“选择障碍”几乎成为一种时髦的症候,选择则成为一种暴力。同时,信息爆炸使得有限的消费者心智更加拥挤。选择太多和心智有限导致品牌竞争异常激烈。任何在顾客心智中没有位置的品牌,终将被市场淘汰,而品牌消失意味着品牌背后企业的消失。因此,如何在竞争中赢得顾客心智从而赢得顾客选择,就成为企业生存的前提。
In today’s colorful and bizarre material world, people often face not too little choice but too many choices, so that the “choice barrier” is almost a fashionable symptom, and the choice becomes a form of violence . At the same time, the explosion of information has made limited consumer minds more crowded. Too many choices and limited intelligence lead to fierce brand competition. Any brand that does not have a place in the customer’s mind will eventually be eliminated by the market, and the disappearance of the brand means the disappearance of the business behind the brand. Therefore, how to win the customer’s mind in order to gain the customers’ choice in the competition has become the premise of the enterprise’s survival.