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定位屋:定位从观念到体系

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《定位屋 定位从观念到体系》在国内第一次把两位定位理论原著者前、后期著述的相同、相异作了对比研究,并提出了自己的观点,对于读者快速学习和运用定位理论颇有助益。
《定位屋 定位从观念到体系》也是一本研究定位思想史的书,书中那些基于定位理论的总结和见解,均着眼于实战分析,有针对性地解读原著内容,点评中国企业的定位误区,有利于读者选择性地阅读并领会其中要义。
Content Description

《定位屋:定位从观念到体系》由以下四大特点和相关内容构成:一是简化定位;二是揭示定位本质;三是构筑体系化框架,让定位能够落地、简单易行;四是强调定位的辩证性。围绕以上内容,《定位屋:定位从观念到体系》构建并对“定位屋”作了详尽阐述,为读者提供了体系化的操作理论和方法。
Author Description

鲁建华,中国三大独立定位咨询公司之一,中国首家中小企业定位咨询公司——鲁建华定位咨询公司创始人、总经理,专注企业营销和管理22年,学习和实践定位理论12年。
《管理学家》、《销售与市撤、《新营销》、《茶世界》等多家国内权威管理、营销杂志独立撰稿人,湖北财经杂志《鄂商》、《武汉都市圈》专栏作者。是最早发表论文阐述定位思想体系的商业实战专家,曾协助打造美涛、雾里青、天种、燕之坊、老乡鸡等知名品牌。
Comments

★认为你做了一项杰出的工作,巧妙、精炼地表达了特劳特与我开创和发展了多年的定位思想的精华。我特别喜欢你的定位屋图,它以独一无二的、与众不同的方式,可视化地展现了市场营销的复杂性。
——艾·里斯 《定位》第一作者、定位理论联合创始人

★一本书读懂两位定位大师!
——李颖生 《销售与市场》杂志社社长、总编辑


★曾在《管理学家》杂志上拜读过鲁先生关于市场营销定位理论的哲学、超越、艺术的阐释,现在他又以《定位屋》形象而体系化地展现了其营销的理论探索和实践总结。
——席酉民 《管理学家》杂志主编,西交利物浦大学执行校长、管理学教授

★科特勒的《营销管理》从顾客的角度系统地阐述了如何更好地满足需求,《定位屋》从竞争的角度系统地阐述了如何更好地满足认知。
——田志龙 华中科技大学教授、博导,湖北市场营销学会会长
Catalogue

序言定位理论:中国市场正当时
总论
体系化的定位理论
定位理论的核心:一个中心两个基点
定位理论的大厦:定位屋——定位理论体系综述及“定位屋”介绍
特劳特与里斯的相同与不同
定位理论——超越科特勒的营销理论
营销的新哲学——定位理论背后的哲学观念

第一编 什么是定位
第一章 目的本质:占据心智
1.商业竞争的三个时代
2.心智认知过程
3.心智大于事实
4.心智青睐第一
5.心智容量有限
6.心智憎恨复杂
7.心智缺乏安全感
8.心智拒绝改变
9.心智容易失去焦点
10.心智的力量
11.真正的外部
12.既是名词也是动词
13.定位的目的本质
14.伪定位:离开心智认知的定位是伪定位
附文 加多宝“掏空”王老吉
第二章 攻防本质:避实击虚
1.商业即战争
2.两大基本原则
3.四种战略形式
4.战术与战略
5.商战的基本单位
6.树立商业中的战争思维
7.定位的攻防本质
8.伪定位:没有敌人的定位是伪定位
附文 一找到你的竞争对手
附文 二八马“商政礼节茶”是个伪定位
第三章 内容本质:与众不同
1.创造需求
2.超越USP
3.破除品牌形象的神话
4.其他令人怀疑的与众不同
5.有效的与众不同
6.与众不同进化为品类第一
7.定位的内容本质
8.伪定位:令人怀疑和容易复制的与众不同是伪定位
附文 品牌概念的进化
第四章 表现本质:简单可信
1.简单:名字简单,信息简单
2.可信:利用常识,找到信任状
3.定位的表现本质
4.伪定位:复杂或不可信的定位是伪定位
附文 可信度有多重要
第五章 方法本质:关联第一
1.关联第一
2.借势
3.定位的方法本质
4.伪定位:不能借势的定位是伪定位
附文 定位:全新一代的品牌战略理念与方法

第二编 如何找到定位
第六章 找到定位
1.方法
2.步骤
3.自下而上
附文 定位三个层次的含义

第三编 如何建立定位
第七章 做实定位
1.聚焦经营
2.围绕定位进行营销整合
3.用定位指引创新方向
4.识别和控制关键资源
5.定位决定组织结构
6.更新财富观抢占定位
7.若干实例
附文 波特:战略就是去创建一个定位
第八章 传播定位
1.方法
2.武器
3.视觉锤
4.两种方式
附文 定位让广告由吹嘘变为沟通

第四编 定位智慧
第九章 坚持定位
1.坚持
2.重复
3.进化
第十章 重新定位
1.品牌地位变化
2.品牌偏离了原来的定位
3.企业面临重大危机
4.重新定位的原则
第十一章 定位太极
1.竞争与顾客
2.认知与事实
3.竞争与心智
4.聚焦与扩展
5.分化与融合
6.价值与价格
7.创新与模仿
8.外部与内部
9.实践与理论

第五编 企业定位
第十二章 多品牌战略
1.第二品牌战略
2.应对“十倍速变化”
3.单一业务多品牌战略
4.多业务多品牌战略
5.分拆战略
6.单一品牌多业务战略陷阱
第十三章 谁负责定位
1.公司的本质
2.打造品牌涉及多个运营活动
3.打造品牌涉及艰难的取舍和配称
4.品牌战略是公司最核心的战略
5.“营销是副总裁的事”错误
6.屁股决定脑袋
7.CEO是第一推动力
8.CEO是懂财务的营销专家

结语 定位颠覆了什么
附录一 商规的逻辑——《22条商规》书评
附录二 品牌的逻辑——《22条品牌法则》书评
附录三 定位问答

参考文献
后记
Book Abstract

《定位屋:定位从观念到体系》:
忽略竞争对手
所有高价茶其实都是商政礼节茶,中国所有的正宗名茶都可以号称“商政礼节茶”。“商政礼节茶”的定位很难说服消费者购买八马牌大红袍而不购买武夷山大红袍、购买八马牌普洱茶而不购买大益普洱茶、购买八马牌金骏眉而不购买正山堂金骏眉来送礼,因为它们“不正宗”。
在“商政礼节茶”这一块,所有的名优茶高端品牌或代表某类茶叶的高知名度品牌、高端品种其实都是八马的竞争对手;这在中国茶叶主产区市场已经得到验证——对茶叶稍有常识的人都知道,当地人和当地政府送茶,很多都是送当地出产的代表当地特色的高档茶,比如浙江送出产于传统产地的正宗龙井、安徽送代表正宗黄山毛峰的谢正安黄山毛峰、河南送代表正宗的龙潭信阳毛尖、湖北送采花毛尖或萧氏茗茶、四川送论道竹叶青、云南送高档大益普洱茶,等等。
即便在福建,人们送铁观音,也不一定就选“八马”,可能还会选“凤山”铁观音或“华祥苑”铁观音;在全国其他地方,人们选择送高档铁观音,很大程度上会选择天福铁观音。这些都是“八马”事实上要面对的直接和间接竞争对手,但八马忽略了。
忽略顾客心智
作为实战经验丰富的叶茂中策划为什么连这些显而易见的竞争对手都没有看到?这是因为叶茂中策划是从市场上、从物理的角度看竞争对手的。
定位关乎心智而非关乎市场。叶茂中策划看见市场上没有标明“商政礼节茶”的品牌,就认为顾客心智中也没有“商政礼节茶”的品牌,认为这是自己的“洞察”,于是给八马做了这样一个定位。但是他忽略了人们心智中早已经存在无数的“商政礼节茶”,这并不是一个真的“空缺”。他只看到了“事实”的一面,而忽视了顾客“心智”的一面;这就是我们看到离开福建的、什么茶都卖的八马在外地正在面临或即将面临诸多问题的根本原因。
仍然停留在品牌形象时代
难道仅仅是“市场”“事实”蒙住了叶茂中策划的眼睛吗?当然不是。是叶茂中策划对品牌的基本理解蒙住了他的眼睛。什么是品牌?
叶茂中认为,“品牌建设的第一个基本工作是明确品牌的核心价值……品牌的核心价值是品牌的精髓,它代表了一个品牌最中心且不具时间性的要素。一个品牌最独一无二且最有价值的部分通常会表现在核心价值上”。
那什么是品牌的核心价值呢?在《叶茂中谈品牌》一书中,叶茂中先生比较详细地回答了这个问题,他认为:
品牌的核心价值特指可以兼容多个产品的理念。比如摩托罗拉的核心价值:带给消费者随时随地的通讯方便和自由感,不受地域、时间的约束。
品牌是在消费者心中建立的,核心价值其实是消费者对品牌理解的概括,比如旁氏的核心价值:绝对不会对我们说谎,如果有任何东西能使我们更美丽,旁氏就会将它制造出来。
海尔的核心价值是“真诚”,品牌口号是“真诚到永远”,海尔的星级服务、产品研发都是对这一理念的诠释和延展;诺基亚的核心价值是“科技以人为本”,同样的,诺基亚不断地推出创新产品,用以人为本的设计来打造其高科技形象。
从以上叙述可以很清楚地看出,叶茂中先生对品牌的理解仍然停留在品牌形象时代:强调品牌与顾客的情感联系,重视品牌的感性利益胜过重视品牌认知差异化,通常借用一种“形象”来表达。
品牌形象时代为什么落后了?因为商业竞争进入心智时代,信息爆炸、媒体爆炸、产品爆炸,顾客没有时间、没有精力也没有能力借助这些完全没有差异化的形象把这个品牌和那个品牌区分开来;激烈的竞争导致叶茂中先生所举的大部分品牌的衰败就是证明:摩托罗拉超越无限的核心价值、旁氏对美丽追求的核心价值、诺基亚“科技以人为本”的核心价值等,其实都不是真正的“核心价值”,它们没有任何差异化,任何同类品牌甚至一些非同类品牌都可以这样去诉求,完全没有差异化。差异化其实是营销和品牌中的一个基本概念,但是因为盲目追求所谓的感性利益和形象,以奥美和叶茂中策划为代表的广告公司和营销咨询机构最终把这个最基本的品牌要求都忘记了。
……

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