[如何成功的定位产品诉求.pptVIP

Company Logo LOGO 如何成功的定位产品诉求点 当你在作交易时，首先考虑的不应该是赚取金钱，而是要获得人心 课题： 第8小组： 李博超 李燕伟 卢海军 郭明涛 叶娜 黄佳斐 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Company Logo 产品诉求点 概念 1 分类 2 条件 3 定位 4 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Company Logo 产品诉求点-概念 产品诉求点是指某商品或服务在产品中所强调的、企图劝服或打动产品对象的传达重点。诉求点不明确的产品，不是成功的产品。寻找或确定产品诉求点时，首先要解决两个问题. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Company Logo 两个问题 向谁诉求(诉求对象) 概念 向诉求对象强调商品的什么特长?在此基础上，考虑广告的表现方式，如感性诉求、理性诉求等。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Company Logo 感性诉求 分类 理性诉求 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Company Logo 感性诉求 采用感性说服方法的产品形式，又称情感诉求。它通过诉求消费者的感情或情绪来达到宣传商品和促进销售的目的，也可以叫作兴趣产品或诱导性产品。感性诉求的产品不作功能、价格等理性化指标的介绍，而是把商品的特点、能给消费者提供的利益点，用富有情感的语言、画面、音乐等手段表现出来。“威力洗衣机，献给母亲的爱”就属此类诉求方式。通常感性诉求产品所介绍的产品或企业都是以感觉、知觉、表象等感性认识为基础，是消费者可以直接感知的或是经过长期的产品宣传，消费者已经熟知的。采用感性诉求，最好的办法就是营造消费者使用该商品后的欢乐气氛，使消费者在感情获得满足的过程中接受产品信息，保持对该商品的好感，最终能够采取购买行为。 1 2 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 As