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定位 争夺用户心智的战争

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定位 争夺用户心智的战争

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有史以来对美国营销影响巨大的观念。

定位思想正在以下组织或品牌中得到运用

全球部分

IBM成功转型,重铸辉煌

西南航空后来居上,市值超美国航空业三强总和

惠普、宝洁、汉堡王、美林、默克、雀巢、施乐、百事、宜家、雷普索尔等《财富》500强企业,“棒!约翰”、莲花公司、泽西联合银行、ECO饮用水、七喜……

国内部分

王老吉6年可口可乐,成为“中国饮料一罐”

真功夫成为直营店数量很多的“中式快餐领导品牌”

红云红河集团、劲霸男装、鲁花花生油、香飘飘奶茶、AB集团、芙蓉王香烟、美的电器、方太厨电、创维电器、九阳豆浆机、HYT无线通讯、涪陵乌江榨菜……

Content Description

2001年,美国营销学会评选“定位”为“有史以来对美国营销影响很大的观念”。

2009年,美国《广告时代》杂志评选《定位》为“史上百本优佳商业经典”一名。

如果只看一本营销书籍,选择《定位》。

本书提出了被称为“有史以来对美国营销影响最大的观念”——定位,它改观了人类对“满足需求”的旧有营销的认识,开创了“胜出竞争”的营销之道。

本书阐述了“定位”观念的产生,剖析了“满足需求”无法赢得用户的原因,给出了如何进入用户心智以赢得用户选择的定位之道。

在竞争日益激烈的今天,它揭示了现代企业经营的本质(争夺用户),为企业阐明了获胜的要诀(赢得心智之战),是商业人士的必读之作。


Author Description

艾·里斯(Al Ries)

里斯伙伴(全球)营销公司主席,营销史上的传奇大师、全球专业的营销战略家,定位理论创始人之一。2008年,作为营销战略领域的唯一入选者,与管理学之父彼得·德鲁克、通用电气公司前CEO杰克·韦尔奇一起被美国《广告时代》评为“全球十大专业商业大师”。目前,艾·里斯专门辅导《财富》500强企业如微软、宝洁、通用电气等的营销战略。

杰克·特劳特(Jack Trout)

全球专业的营销战略家,在40多年的实战中不断开创与完善了定位理论。目前是特劳特全球伙伴公司总裁,该公司是美国负盛名的国际营销咨询公司之一,在全球28个国家设有分公司。他的作品有《定位》《重新定位》《人生定位》《与众不同》《显而易见》《商战》《营销革命》等畅销书。


Catalogue

译者序
引言001
第1章定位究竟是什么007
传播过度的社会009
极度简化的心智010
极度简化的信息012
第2章心智备受骚扰015
传播渠道堵塞016
杰里·布朗、约翰·康纳利与雪佛兰019
媒介爆炸021
产品爆炸023
广告爆炸025
第3章进入心智027
进入心智的捷径028
进入心智的坎坷之路030
广告业的教训033
产品时代034
形象时代035
定位时代036
亚美利哥发现了什么037
米狮龙啤酒发现了什么038
美乐啤酒发现了什么039
第4章大脑中的小阶梯043
你看到你想看到的044
大脑容量不足046
产品阶梯048
关联定位049
“非可乐”定位051
“得意忘形”陷阱052
第5章你不能由此及彼055
“我能行”的精神不死057
败局已定058
“我能行”精神行不通059
如何挑战IBM060
通用电气公司的“双雄对决”062
第6章领导者的定位065
建立领导地位066
领导者失利067
平等的不稳定性069
保持领先的策略070
不应该做什么071
不断强调072
抓住一切机会073
产品的实力075
快速反应076
多品牌拦截077
用更加宽泛的名字拦截078
领先的好处081
第7章跟随者的定位083
跟风的危害084
寻找空位085
尺寸恰好的空位086
高价空位088
低价空位091
其他有用的空位092
工厂空位094
技术陷阱096
满足所有人需求陷阱097
第8章重新定位竞争099
自己创造空位100
重新定位阿司匹林102
重新定位蓝纳克斯103
重新定位美国伏特加104
重新定位品客105
重新定位李施德林107
重新定位广告与比较性广告108
重新定位合法吗110
重新定位道德吗111
第9章名字的力量115
如何挑选名字116
如何避免不恰当的名字118
何时使用毫无意义的名字121
负面名字的积极作用123
公开产品原料123
戴维和米歇尔vs.休伯特和埃尔默126
航空业的休伯特和埃尔默128
阿克伦市的“双胞胎”132
托莱多市的欧文斯“三胞胎”134
“大陆”引发的混乱136
过犹不及的名字137
第10章无名陷阱139
发音缩写140
按视觉效果进行缩写142
成功没有捷径145
心智靠耳朵运转147
过时的名字149
因果不分152
首字母缩略词和电话本154
第11章顺风车陷阱157
企业集团化159
两种不同的策略160
分而治之162
新产品,新名字163
跷跷板原则164
无名是种资源166
第12章品牌延伸陷阱169
自内而外的思维方式171
自外而内的思维方式172
杰西潘尼和永久电池174
两种看待名字的方式176
蛋白质21是什么177
Scott是什么178
Life Saver是什么179
什么是永备181
100毫米之争183
玉米油衰败记185
咖啡杯之争186
变化无常的指尖之争187
健怡对决可乐189
反向品牌延伸190
第13章何时可以品牌延伸193
短期优势195
长期劣势196
购物清单检验法198
酒保检验法200
帕卡德是什么202
凯迪拉克是什么203
雪佛兰是什么204
大众是什么205
沃尔沃是什么207
品牌名就像橡皮筋208
使用规则209
第14章定位企业:孟山都211
企业的买与卖212
再提名字问题213
名字的意指214
多元化解决不了问题216
孟山都策略218
生活中的化学223
孟山都摘得硕果224
第15章定位国家:比利时227
比利时航空公司面临的形势228
定位国家,而不是航空公司230
美丽的比利时232
三星级城市233
后来呢235
第16章定位产品:奶球237
第一步238
重新定位竞争239
耐吃的糖果241
第17章定位服务:邮递快报243
视觉传达vs.语言传达244
电子邮件245
低价电报247
高速信件248
低价vs.高速249
第18章定位长岛银行253
长岛银行业的状态254
绘制潜在顾客的心智地图255
制定战略259
第19章定位天主教会265
身份危机266
失去影响力268
教会的角色是什么270
福音教师271
实施定位272
结果怎样273
第20章定位你和你的事业275
定义自己276
勇于犯错277
名字要合适278
避开无名陷阱279
避免品牌延伸陷阱280
找一匹马骑281
第21章成功六步曲291
你拥有怎样的定位292
你想占有怎样的定位294
谁是你必须要超越的296
你有充足的资金吗296
你能坚持到底吗298
你和自己的定位匹配吗299
旁观者的角色300
旁观者所不能提供的301
第22章玩转定位游戏303
理解语言304
理解人306
谨慎对待变化307
要有眼光309
要有勇气311
要客观311
要简单312
要敏锐313
要耐心315
要有全球视野316
要有“他人”导向316
什么是你不需要的318

Introduction

定位时代的到来

非常高兴在实践定位理论多年后,借机械工业出版社华章公司推出《定位:争夺用户心智的战争》精装版之机,再献译作。

作为定位咨询领域的专业工作者,深深感受到这几年来,定位理论在中国的发展如火如荼。

越来越多的企业家认识到定位的价值,将定位引入企业,应用到品牌打造中。很多早期的定位实践者在今天已经取得了显著的成绩。如凉茶品牌王老吉和加多宝已经成长为世界级的饮料品牌;中华老字号东阿阿胶已成功摆脱边缘化危机,再创辉煌;地方餐饮品牌安徽老乡鸡、杭州新丰小吃发展迅速,成长为快餐行业的品牌新星……

与此同时,定位理论在营销界也逐步被接受,数年前还不为广告公司理解的大白话定位式广告,如今已经随处可见。

不仅如此,越来越多投资人也看到定位的价值,将其作为评估企业价值和提升品牌竞争力的工具,“定位”“心智”“品类”等一时成为投资界的热词。

定位在中国开始盛行,除了从业者对其的传播和企业界对其的实践之外,其实更多的是这个时代的必然。

多年前特劳特先生在给本书写序时曾说,中国处在一个十字路口上,而今天的中国,已经走在了转型的路上。经济由投资拉动转向消费拉动,需要品牌的出现,高效解决竞争带来的顾客选择难题。同时,品牌更是全球发展的必然趋势。据联合国统计,全球市场50%的份额由3%的优势品牌所占据。当今国际市场已从“商品消费”进入“品牌消费”阶段,提升品牌价值和影响力已经成为全球市场竞争必须争夺的制高点。创建品牌当然离不开人才、资金、技术、创新、市场等诸多要素,但首先需要的是一套行之有效的理论体系。而定位作为品牌打造最先进的工具和理论,恰恰可以帮助企业家精准地锁定竞争,配置资源,指导运营和创新,提升人、财、物的效率,从而差异化地创建品牌,最终赢得顾客选择而胜出竞争。定位的盛行,是当今品牌竞争时代的必然。

回到《定位:争夺用户心智的战争》一书,作为定位理论的起笔之作,虽不能称之为完善,但它却是定位理论的基础和原点。这本书中的许多观点也孕育出后来的诸多著作,使定位理论得以不断充实和丰富。随着定位在咨询领域的应用和积累,在企业界的实践中,定位理论已愈发成熟。

相信在中国经济向消费转型的大趋势下,会有越来越多的品牌涌现,也会有越来越多的企业在品牌打造中实践定位,相信我们将迎来一个定位时代。




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Jingdong book