策划中成药的独特销售主张(usp)（Plan the unique selling proposition of proprietary Chinese medicine (USP)）.docVIP

策划中成药的独特销售主张(usp)（Plan the unique selling proposition of proprietary Chinese medicine (USP)） 1, each advertisement must be presented to consumers, a proposition must be explained to the consumer: buy this product, you will get some kind of concrete benefits.. 2, the proposition must be competitors can not or will not put forward, it must be unique. 3, this proposition must be a powerful move to millions of people, that is, to attract new customers to use your product. These three points, summed up, is a unique sales proposition, English for Unique, selling, proposition, referred to as U.S.P. Popular, that is what we often say selling point. When the chairman Bates advertising company Ross #8226 Lester in 1960s; first proposed this concept, it immediately stunning world advertising and marketing industry. When you open almost all of the successful marketing plan, you can find the shadow in it, there are many plans, even around the USP to do. It can be said that USP has become the soul of advertising and product concept communication, and is the front tip of marketing planning. When applying USP theory to develop a marketing plan, but you will find that this awareness is the old revolutionary weapon, facing new problems, it is often difficult to find suitable and unique selling point. Because, this market has its own unique characteristics, but also a common problem. Understanding the characteristics of Chinese patent medicines, overcoming the common problems in marketing, and seeking for their own differentiation orientation and unique sales proposition are the keys to the success of Chinese patent medicine marketing planning. Scanning of generic marketing defects of Chinese patent medicines 1, only category, no brand Open up the marketing and sales records of proprietary Chinese medicines, Before this is the only category facing the embarrassing situation, there is no brand, but when the Tongrentang and Zhongjing two brand talent shows itself all changed, other ente