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击败竞争对手的绝招:目标客户差异化
发布者:新威  日期:2020/6/19 11:53:14  浏览次数:3268

JINTIANWOMENLIAOYILIAOCHANPINCHAYIHUAJINGZHENGDEDIYIGECELVE:JIAOMUBIAOKEHUCHAYIHUA。

JIARUNIGONGSISHENGCHANLEYIKUANXINXINGYINLIAO,QIANLIANGNIANSHICHANGSHANGDETONGLEICHANPINJIAOSHAO,JIASHANGZHEIKUANYINLIAOKOUGANHAO、JIAGEHELI,SUOYIYIZHIMAIDEBUCUO。

DANSHIZAINIDEPINPAIHAIMEIDAXIANGDESHIHOU,BIERENKANNIZHEIKUANYINLIAOMAIDEHENHAO,YUSHICHUANGJINLEYIDAPIJINGZHENGZHE,ERJINGZHENG,BIRANHUISHIDAJIANULIQUTISHENGCHANPINPINZHI,YUSHI,XIAOFEIZHEDEXUANZEDUOLE,NIDEYOUSHIMEILE,SHENGYIYUELAIYUENANZUOLE。

WEISHENMEHUIZHEIYANG?WOXIANGXINNIYEKANCHULAILE,ZHEIGEXINGYEMINGXIANTONGZHIHUALE。

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ZHEIGESHIHOUNIGAIZENMEBAN?JIANGJIAMA?NIJIANGJIA,BIERENYEJIANG,SHUOBUDINGNIDEJINGZHENGDUISHOUBINICAILIXIONGHOU,JIANGDEBINIHAIHEN。

JIANGJIA,ZAIHENDACHENGDUSHANGLAISHUO,SHISHANGJIAYONGYITAOBISIKAODESHOUDUAN,ERBUSHIYINGXIAOCELVE,YINWEIJIANGJIA,BINGBUSHIJIEJUEWENTIDEZUIHAOSHOUDUAN。

NEIZUOWEISHANGJIA,ZAIMIANLINTONGZHIHUA“QINXI”DESHIHOU,DAODIZENMEZUO,CAINENGCHENGGONGTUWEINI?

WOMENKEYIZUOCHANPINCHAYIHUAJINGZHENG,CHAYIHUAJINGZHENGYOUHENDUOZHONG,ZHEIJIEKEWOMENXIANLIAODIYIGECELVE,JIAOMUBIAOKEHUCHAYIHUA。

那什么叫目标客户差异化呢?

WOMENDOUZHIDAO,DABUFENHUAZHUANGPINDOUSHIMAIJINVRENDE,DANYOUYIGEJIAOMANXIULEIDUNDEGONGSIJIUTUICHULENANSHIHUFUPIN,NANRENHENVREN,LIANGGEBUTONGDEXIAOFEIQUNTI,ZHEIGEJIUJIAOMUBIAOKEHUCHAYIHUA。

SHIYONGMUBIAOKEHUCHAYIHUACELVEZUIZAODEYINGGAISHIBAISHIKELEGONGSILE。

BAISHIKELEHEKEKOUKELEDALEZHENGZHENG100NIAN,ZAIQIANSANSHINIAN,BAISHIKELEJIUSHIGEWANBAN,WEISHENMESHUOSHIWANBANNI?YINWEINEISHIHOU,KEKOUKELEYITIANDEXIAOLIANGSHIBAISHIKELEYINIANDEXIAOLIANG。RANHOUYOUYIDUANSHIJIAN,BAISHIKELECHENGBUXIAQULE,GENKEKOUKELESHUO,NIBAWOSHOUGOULEBA,KEKOUKELESHUO,WOKANBUSHANGNI,WOBUSHOU。

HOULAIBAISHIKELETONGDINGSITONG,JIRANNIKANBUQIWO,NEIWOYERANGNIBUHAOGUO。RANHOUJIUDACHULEYIZHAO,JIAO“NIANQINGRENDEKELE”,CONGCI,BAISHIKELEDESUQIUGAICHENGLE“XINYIDAIDEXUANZE,BAISHIKELE”。

ZHEISHIGEFEICHANGYOUZHIHUIDECELVE,WOXIANWENYIXIANI,HEKELEYIBANSHISHENMEREN?NIANQINGRENDUIBA。NEISHANGLENIANLINGDERENSHIBUSHIDOUBUAIHEYINLIAOLE,YIBANDOUGAIHECHALE,DUIMA,SUOYI,KELEBENLAIJIUSHINIANQINGRENHEDE。

DANNIANQINGRENHAIYOUYIGETEDIAN,JIUSHITAMENBIJIAOPANNI,TAMENBUXIANGXINQUANWEI,SUOYOURENDOUHEDEKEKOUKELE,TAJIUBUHE,WOJIUXIHUANHENIANQINGRENDEKELE。NIANQINGRENDOUYOUZHEIZHONGGEXINGDUIMA?YUANLAIDEDONGGANDIDAI,JIAOWODEDIPANWOZUOZHU,ZHEIZHONGGUANGGAOYUSHIBUSHIJIUYINGHELENIANQINGREN,DUIBA?

SUOYIZUIHOUDEJIEGUOSHI,BAISHIKELEXUNSUDETISHENGLEXIAOLIANG,HEKEKOUKELEYIQI,CHENGWEILELIANGDAKELEJUTOU。HOULAIBAISHIKELEDESUOYOUCELVEDOUSHIWEIRAOZHEIGEDIANLAIDADE,JIUSHIRANGCHANPINYUNIANQINGRENCHANSHENGGONGMING。

NEIWOMENZAIKANKANHEQIZHENGLIANGCHAHEWANGLAOJIPK,HEQIZHENGZHUDADESHI“PINGZHUANGGENGJINXING”,YONGDESHIBAOZHUANGCHAYIHUA,DANGSHI,TAHAIBURUZHIJIEZUONIANQINGRENHEDELIANGCHANI,RANHOUSHUOYONGYIGEGUANGGAOYU,JIAO“NIANQINGRENDOUHEHEQIZHENG”,ZAIZHAOXIEKUSHUAIMINGXINGLAIDAIYAN,XIANGBIZHIXIA,MUBIAOCHAYIHUABI“PINGZHUANGGENGJINXING”SHIBUSHIGENGRONGYIDA?ZHEIYANGCHENGGONGDEGAILVHUIBUHUIGENGGAOYIXIE?

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ZHEIZHONGMUBIAORENQUNCHAYIHUACELVEHAIYOUHENDUO。

BIRUYOUYIKUANJIAOXIAOMINGTONGXUEDEYINLIAO,JIUSHIZHUANZHUDAXIAOHAIZIDE,WOMENSUOYOUDEXIAOXUEKEBENSHANGMIANDOUHUISHUO,XIAOMINGTONGXUE,XIAOMINGDEBABA,XIAOMINGMAMA,DOUSHIXIAOMING,DUIBA?NAXIAOMINGTONGXUELAIZUOPINPAI,BIERENYIKANJIUZHIDAOSHIXIAOXUESHENGHEDEYINLIAO,JIEGUOZHEIGECELVE,RANGZHEIKUANYINLIAOYIXIAZIJIUHUOLE,ZHEIGEJIUJIAOMUBIAOKEHUCHAYIHUA。

ZUOMUBIAOKEHUCHAYIHUAJINGZHENG,QISHIJIUSHIWEINIDEPINPAIZHURUYIZHONGQINGGAN,DANGZHEIZHONGQINGGANYIZHURU,NIJIUWANQUANHEJINGZHENGDUISHOUQUGEKAILAILE。

CHAYIHUADEBENZHI,QISHIJIUSHIWEIGUKETIGONGYIZHONGXUANZENIERBUSHIBIERENDELIYOU。SUOYI,ZHEISHIJIESHANGMEIYOUZHANSHENGBULEDEDUISHOU,ZHIYOUBUDONGCELVEDEJIANGJUN。

ZHEIZHONGMUBIAOCHAYIHUAJINGZHENGCELVEHAIYOUANLIMA?HAIYOU。

BIRUJIANGXIAOBAI,WOMENZHIDAO,YIZHIYILAI,BAIJIUDOUMEIYOUYIGENIANQINGDEPINPAI,DUIBUDUI?JIANGXIAOBAIKANQILAISHIZAIZUOWENYI,SHISHISHANGJIUZAITINIANQINGRENSHUOHUA,TADEDINGWEIGENBAISHIKELEYOUYIQUTONGGONGZHIMIAO,JIUSHIZUODAIBIAOLEQINGCHUNSUIYUEDEBAIJIU,NEIQINGWENZAIJIANGXIAOBAIZHIQIAN,YOUNAGEBAIJIUDUINIANQINGRENSHUOGUOHUA?MEIYOU,ZHEIGEQIANGDIAOWOSHI500NIAN,NEIGESHUOWOSHI800NIAN,LINGYIGESHUOWOSHI1000NIAN,NILAOSHIMA,HAO,WOJIUHENIBINIANQINGDE,WOJIUZHUANMENZUOJINIANQINGRENHEDE。

江小白做的就是目标客户差异化竞争,所以将江小白的文案,制造的情怀都是年轻化的,最后就一炮打响了。

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ZUIHOUWOMENXIAOJIEYIXIA,MUBIAOCHAYIHUAJINGZHENG,QISHIJIUSHIDANGJINGZHENGDUISHOUPUBIANDOUZAICAIYONGMOUGELAIYISHENGCUNDEYOUSHISHI,NIYAOXUANZEFANGQIZHEIGEYOUSHI,HUANYIGESAIDAO,ZHIJIESUODINGMUBIAOKEHU,JINERXINGCHENGCHAYIHUA。

RUGUOZHEIGECELVEBUSHIHENI,HOUMIANDEKECHENGWOMENHAIHUIJIANGLINGWAIJIGECHAYIHUAJINGZHENGCELVE,XIANGXINZONGYOUYIZHONGSHIHENI。

TONGYANGDE,WOMENZUOCHANPINBAOZHUANGGUAN,YESHIXUYAOZAIZHEIWAIGUANBAOZHUANGCHAYIHUADEJINTIAN,ZUOCHUWOMENZISHENCHANPINDECHAYIHUACHULAI。WOMENBUFANGLAIKANKANBIERENJIADE7ZHONGBAOZHUANGSHEJISIWEI

1.BAOZHUANGSHEJIYAOYUPINPAICELVEGAODUTONGYIPINPAICELVESHIKONGDONGDE,ERCHANPINBAOZHUANGYOUSHIHENJUXIANGDE。BAOZHUANGSHEJIJISHIXUYAOJIANGKONGDONGDECELVEGAINIANZHUANHUACHENGXIAOFEIZHENENGKUAISURENZHIDESHIJUEYUYAN。RANGXIAOFEIZHEgetDAOPINPAIDECELVE,JISHICHENGGONGDEDIYIBU。

2.设计差异化的视觉气象包装是品牌的核心传播载体,一套性格化的品牌视觉系统的包装是强有力的贩卖对象。差异化的包装视觉能够强化消费者购买力。差异化体现在与角逐品类/品牌的差异,与传统头脑的差异,与千篇一律的差异。

3.JIBAOZHUANGZENGJIACHAOJIFUHAODEYUANSUCHAOJIFUHAOJISHIPINPAIDESHIJUECHUI,CHAOJIFUHAOJISHICHAOJICHUANGYI,CHAOJIFUHAOJISHICHAOJIFANMAILI。YOUCHAOJIFURENDEBAOZHUANGCAISHICHENGGONGDEBAOZHUANG。CHAOJIFUHAOKEYISHIYIGETUAN,KEYISHIYIGEPINGXING,YENENGGOUSHIYIZHONGLINGPIMENLUDESECAI,TAKEYIGAODUDAIBIAOPINPAIDEQIXIANG。

4.BAOZHUANGSHEJIXUYAOYOUHUOJIATOUNAOGOUMAISHIYINGXIAOCHUANBODEHUANJIEHUANJIE,QUANBUQIJINGDOUFUWUYUFEICHANGHOUSHIXIANGOUMAI,ERGOUMAIJUDONGSHIZAIHUOJIAQIANCHANSHENGDE,SUOYIQUANBUCHUANGYIYAOHUOJIADAOXIANG,BACHANPINCHUXIANDEQUANBUCHANGSUODOUSHIWEIHUOJIA,ZHEIJISHIHUOJIATOUNAO。NIDECHANPINZAIHECHU,“HUOJIA”JIUZAIHECHU。ZHEILIDEHUOJIABAOHANDUOZHONGCENGMIAN:CHAOSHI、XIAOMAIBU、BIANDANGDIANDENGCHUANTONGYONGTUDEHUOJIA;TAOBAO、JINGDONG、TIANMAO、YOUZANDENGDIANSHANGPINGTAIYEMIAN;DIANSHIGUANGGAO、BAOZHI、WANGLUOXIAOXI、DOUYIN、WEIBOWEIXINDENGMEITIXUANCHUANQUDAO。WOMENYAOBACHANPINCHUXIANDEQUANBUCHANGSUODOUSHIWEIHUOJIA,ZHEIGEJISHIHUOJIAYISHI。

5.BAOZHUANGYAOZHUZHONGXIAOFEIZHETIYANXIAOFEIZHETIYANSHICONGKANDAOBAOZHUANGKAISHIDE,CONGKANDAO、CHUPENG、FANKAIDAOQUCHUWUPIN,QUANBULICHENGJISHIXIAOFEIZHETIYAN。ZAIZUOBAOZHUANGSHEJIDELICHENGZHONG,HUIGENGDUOCONGXIAOFEIZHEDELICHANGKAIBA,KEYISHIBIANDANGDE,KEYISHINUANHEDE,KEYISHIXINXIDE。DONGXIAOFEIZHEDESHEJICAISHIHAOSHEJI。

6.YAOCHONGYUXINGSHIHAOBAOZHUANGWENANHENDUOSHEJISHIZAIZUOSHEJIDESHIHOU,HUIBADADUOJINGLIYONGZAITUXINGDESHEJISHANG,ERPILOULEWENANDEYONGTU。BAOZHUANGBUDANSHIPINPAIDAIJIADECHUANBOZHE,HUOSHIPINPAIDAIJIADEFANGDAZHE,HAODEGUANGGAOYUZHIRUMINQI,NENGGOUJILIGONGMING,CHANSHENGDAIJIARENTONG,JIDONGCHENGJIAO。

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7.BAOZHUANGJISHIPINPAIDEFEICHANGJIAGUANGGAOWEIBAOZHUANGSHIPINPAIYUXIAOFEIZHECHANSHENGGUANXIDEJINZHANGJIECHUDIAN。DUIYUMEIYOUGENGDUOGUANGGAOYUSUANDEPINPAI,BAOZHUANGJISHIFEICHANGZHIDEXINGSHIDEGUANGGAOWEI,SHIDIZAOSHANGPINFUJIAZHI、YINGZAOPINPAIWENMING、SUZAOPINPAIQIXIANGDEJINZHANGSHOUDUAN,YESHIPINPAICHUANBODEFEICHANGYOUYONGWUQI。ZAISHEJIZHONGXUYAOJIANGHEXINXINXIJINXINGGUIHUA,YOUZHUCIDEZAIBANMIANZHONGTIXIANCHULAI。