差异化创意的29条途径(国外英文资料).doc

差异化创意的29条途径(国外英文资料) What is a concept? Every kind of product to give the reason for consumers to buy (interest or value), we need to have the reason to convey to consumers, and this need to convey some clear concept to consumers more easily understand, this is what we need the concept of marketing communication. The concept of marketing communication is not, but a single advertisement can be either a statement or a part of an advertising copy. Why refine concepts? On the product itself, we give consumers seem consistent, such as mobile phone communication provides convenience for you, let you pop thirst, let your refrigerator cold things and so on, but in the fierce competition in the market environment, it is not enough to become a reason to buy, because the product itself is the function of homogenization while consumer demand is diversified, personalized, in this case, the difference has become the eternal magic marketing. Because of the difference of the product itself is very difficult to find substantial and difficult (such as relates to the technical cost, tooling cost, etc.) in this case, refined marketing communication concept outstanding become a simple and effective marketing magic, limited function, breakthrough technology limited, and consumers psychological feeling is infinite. How to refine concepts? Creative concept and brand positioning concept, product selling is not a concept, positioning concept or selling products belong to the marketing concept, the creative concept is spread, based on the psychological experience of consumers, more emphasis on an ideology in feeling, and this feeling can come from various aspects, we can from all aspects mining and refining the concept of marketing communication, therefore, in the extraction of marketing communication, we can feel the water impermanence potential, soldiers impermanence method. Although in theory can be summed up many refined concepts and methods, however, in the actual operation, rely more on