- 1、本文档共15页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
差异化创意的29条途径(国外英文资料)
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
文档评论(0)