品牌接触点如何找到属于你的关键时刻（Brand touch how to find the critical moment for you）.doc

品牌接触点如何找到属于你的关键时刻（Brand touch how to find the critical moment for you） Brand touch: how to find the critical moment for you? China marketing communication network, 2005-10-10, author: Li Hailong, number of visits: 410 Catalog First page Second page Obviously, method of contact point method and most of the brand is the liar to solve the problem of the opposite. Thats why contact points are often more effective and cost less - Don Schulz You know, before, we explained a lot about the point of contact. For example, the importance of managing brand contacts, media planning and contact point communication planning, and how to communicate through contact points to strengthen the perceived quality of the brand, etc.. Because we think, only clear the importance of management and planning contact point, can we firmly out of the brand dissemination of misunderstanding determination. That point of contact theory, the key point of contact is we need to figure out those in contact with the customers for the brand, existing and potential customers, which is the most relevant and meaningful. Know what they want, what place, what occasion, what gets information from you, you can not only through the media say what you want, but that consumers are willing to listen to and willing to experience. This is the most critical technology. So, how can we find our own brand contact point? How should the communication strategy be designed to deliver perceived quality to the customer at the point of contact? Thats what were going to talk about today. As the saying goes, the enemy we can, similarly, fundamental attribute, we also must first understand their products: what is the product? Not what? What can I do? What cant be done? Because the product attributes are defined, we can infer the customers purchase decision process. If the product belongs to the fast consumer goods of low complexity, such as food, beverages, cigarettes, the customer purchase decision of perceived risk degree is weak