营销战略22条定律（22 laws of marketing strategy）.docVIP

营销战略22条定律（22 laws of marketing strategy） In 1972, the master of marketing strategy Ai Chis (AI Ries) and Jack Traut (Jack Trout) in the Advertising Age published new era series of articles, put forward the positioning concept for the first time. In 1980 published positioning, quickly become popular in Europe, the field of marketing industry standard, and was rated as the history of the greatest impact on the U.S. marketing concept. In 1993, the two masters jointly launched the 22 business rules, the positioning theory of summary for the 22 available for the operation of simple rule, known as the planning of brand strategy mechanical principle, known as the CEO most afraid of competitors to read business books. The 22 rules that business marketing is not a product of the war, but a war in a cognitive, customers and potential customers in the minds of the cognitive battle. So, your focus is not staring at their own products, but should be staring at the minds of consumers and competitors. Ai Chis pointed out that Chinese is the worlds most potential for development of the country, unfortunately, Chinese enterprise is on a dangerous road, they are keen to imitate, diversification, brand extension, product line expansion, do not change this situation, China enterprises not only can not give birth to real world class brand, and will gradually lose their competitiveness. 22 business rules has several different versions, a version: First, the leading rule: to become the first to do better. You can create a new field of become the first, the first impression in the minds of people, than to the consumer that your product is superior to the field of the first brand easier. Marketing is a cognitive war, rather than the product competition. Second, the law of category: if you cant first into a category, then create a class to become the first. When you are developing a new product, you must first ask yourself is not compared with competitors, what are the advantages of this new