After positioning era requires three-dimensional brand strategy.docVIP

 PAGE \* MERGEFORMAT 7 After positioning era requires three-dimensional brand strategy After positioning and positioning In the ‘positioning’ theory came 40 years, swept the Chinese 10 years later, many companies are positioning theory attitude underwent a ‘devout’ to ‘suspect’ in the process. As an advisory body said, for many Chinese enterprises, positioning theory is ‘one to understand, one with the wrong.’ Well, the Chinese enterprises in the end wrong? First, the stage in the middle of the audience rather than the actor. The current rapid development of mobile Internet, the information is no longer a scarce resource, the news became very well-informed consumers, marketing into the 3.0 era. 1.0 compared to a product-centric marketing, marketing 2.0 targeted at consumers, marketing 3.0 more emphasis on consumption one’s innermost needs. However, many Chinese enterprises still remain in the understanding of positioning the enterprise ‘self’ as the logical starting point of thinking mode, constantly repeating ‘self-replicate.’ The most obvious is that the heart is not from the consumer values #8203;#8203;and mental models, but rather to the enterprise pricing, image, etc. as positioning the starting point, in order to capture the market, the consumer round rope with me, and let companies operate various matters around this point. Image This is to say, is the business entertain. Marketing 3.0 requires companies to step back, so that consumers standing in middle of the stage, the companies continue to find ways to meet the consumer’s inner needs, so that consumers are more confident on stage, shining. Jobs understands this, so Apple products adhere to the nature of regression customer needs, and to try to eliminate the presence of irrelevant. Second, positioning ≠ once. Days into Brand Management Limited (hereinafter referred to as days into) After years of brand management practice found that even if an accurate understanding of the funda