【正文】 the time or the desire to figure things out . 心智沒有時間也不愿意去搞清事物。 The bottom line 本 質(zhì) It’s not about knowing your customer . It’s about your customer knowing what makes you different . 不是了解客戶，而是讓客戶了解你為何與眾不同。就是這樣簡單。飛機直飛你想去的地方，西南航空不會在任何地方周折。你走上飛機，然后飛機起飛，你準時抵達。 3. No assigned seats . Just reusable boarding passes . That means no groping for seats , no boarding early , no overbooking . You walk on and the plane takes off . You arrive on time . What could be simpler? 沒有指定座位。你在（西南航空）省下的錢可以在抵達后花在美食館里?！? Theodore Levitt Editor Harvard business review 《 哈佛商業(yè)評論 》 編輯 A simple success story 一個簡單的成功故事 Southwest Airline 美國西南航空公司 1. One kind of airplane . 一種飛機型號 2. Nolousy food . In fact , no food at all . What you save on Southwest , you can spend at a gourmet restaurant when you arrive . No loading of food keeps things simple . 沒有差勁的食物。 In other words 換言之 Generating wealth for 150 years . 創(chuàng)造財富 150 年。 2. Helped structure and finance GE and AT T in their infancy . 協(xié)助通用電氣和 ATT起家時的組建和融資。我為 。我對完美心懷舒暢。我從不憤世嫉俗。我對‘可以’毫無興趣。” Quilmes . Since 1890 , the beer of Argentina . Quilmes , 始于 1890年的阿根廷啤酒。 Difference 區(qū)隔！ “ Nike . What the world’s Best athletes wear.” “耐克，世界最優(yōu)秀運動員所穿。 Some traps in differentiation 區(qū)隔的幾個陷阱 Trap 1: Differentiation via “price ”. 陷阱一：以“低價”為區(qū)隔 Trap 2: Differentiation via “quality ”. 陷阱二：以“質(zhì)量”為區(qū)隔 Trap 3: Differentiation via “customer ”. 陷阱三：以“客戶”為區(qū)隔 Trap 4: “slogan ” is not Differentiation. 陷阱四：“口號”不是區(qū)隔 Slogan or difference 口號還是區(qū)隔？ “ Nike . Just do it .” “耐克， Just do it .” “ Nokia . Connecting people .” “諾基亞，連接大眾” 。沒有幫助，真理也不會獲勝。 You must be able to demonstrate your difference . 你必須能夠證明你的區(qū)隔。 The trick is to find that difference and then use it to set up a benefit for your customer . 關(guān)鍵就是尋找到差異，在此基礎(chǔ)上建立起對客戶而言的價值。 Your message has to make sense in the context of the category . 你的信息必須切合行業(yè)環(huán)境易于感知。 Positioning defined 定位的定義 It’s how you differentiate your product in the mind of the prospect. 它是指，你如何讓你的產(chǎn)品在預期顧客的心智中實現(xiàn)區(qū)隔。 What’s worse is that you Rarely get it back . 尤為糟糕的是，你很難再奪回來。 500 largest account for 70 percent of world trade . 500個最大集團公司占到了全球交易的 70％。 Positioning 定位 How you differentiate your product in the mind of the prospect 如何讓產(chǎn)品在消費者心智中實現(xiàn)區(qū)隔 Why Differentiation is important 為什么區(qū)隔是重要的 The new world order！ 世界新秩序！ “ Global economy” statistics . “全球經(jīng)濟”的統(tǒng)計數(shù)據(jù)： the world’s largest economies, 51 are not countries but corporations . 在全球最大的經(jīng)濟體中， 51個不是國家，而是集團公司。 brands lack of position . It is the key reason for unsatisfactory marketing performance . 品牌普遍缺乏定位，是營銷推廣不佳的核心原因。 Marketing after positioning 定位后營銷的展開 Product： From Qiandaohu Lake Distribution： School Price： high Event： Stop Producing Pure Water PR： Sports / Science popularization Promotiot： Olympics， Trip to Qiandaohu Lake Advertising： Growth Comparison Target Group： Students/ Athletes “ Natural Water” “天然水” 產(chǎn)品：來自千島湖 目標群：學生 /運動員 分銷 /推廣：學校 價格：貴 廣告：來自千島湖 促銷：奧運、游千島湖 企業(yè)事件：停產(chǎn)純凈水 公關(guān)：運動 / 科普 Bottom –up Marketing for Chinese enterprises 中國企業(yè)的逆思考行銷 In positioning era , marketing should start with tactics of entering the minds of customers to position and then form the strategy. It is meaningful especially to Chinese enterprises . 定位時代，營銷從進入消費者心智的戰(zhàn)術(shù)入手，確立定位，然后再依之形成戰(zhàn)略，對中國企業(yè)尤富意義。 Principle : Each successful brand must have a position 法 則：任何一個成功的品牌，都必需蘊含有一個定位。 operation of marketing shifted from demandoriented to petitionoriented . 營銷運作，由需求導向轉(zhuǎn)為競爭導向。 Wahaha 娃哈哈 Robust 娃哈哈 X X X …… Colgate 高露潔 Crest 佳潔士 X X X …… Changhong 長虹 Konka 康佳 Skyworth 創(chuàng)維 Hisense 海信 Xoceco 廈華 TCL 王牌 …… “ Pure water’ ladder “純凈水”品類階梯 TV set ladder “彩電”品類階梯 “ cavity prevention’ ladder “防蛀”特性階梯 Innovation in marketing concept 營銷觀念的革新 ?The essence of marketing in Positioning Era is to enter the minds of Customers to set position and make it as direction in petition . 步入定位時代，營銷的精髓在于進入消費者心智，建立定位，主導競爭。 New mode of customer’s mind（ Continued) 全新的消費者心智模式 (續(xù)） Customer will form product ladders in their minds to facilitate purchase . Thus , they can buy in this order when they need something . 為方便購買，消費者會在心智中形成產(chǎn)品階梯，當產(chǎn)生相關(guān)需求時，依序優(yōu)先選購。 New mode of customer’s mind 全新的消費者心智模式 With social progress and everincreasing human activities, customers are in tyranny of information and they are overwhelmed. 隨著社會的發(fā)展，人類活動日益豐富，消費者處于信息擁擠之中，人心疲于應(yīng)付。品牌戰(zhàn)略培訓 Training Course of Trout Brand Strategy 特勞特品牌戰(zhàn)略教程 To Succeed With Positioning 定位致勝 P o