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        技術干貨 > 文章詳情

        從“品牌定位”的運營角度,來看看小程序為什么這么火!

        柳絮飄飄_joan2年前


          今天,我們來聊聊運營六字心法,品、策、內、推、拉、轉這六字訣中的“”。


           這幾天,在互聯網圈最火不過小程序鋪天蓋地的消息,小程序讓瘋狂的不僅僅是微信

        的一大重磅產品,更是小程序自身的場景定位。

         對小程序而言,最重要的是線下社交。這個呢如張小龍反復強調的那樣,小程序最大

        的入口,就是在各類線下的商業場景中,這是對“讓商業存在于無形之中”的理念的詮釋。

        線下場景是既然是新場景,也是新戰場。所以在我們嘗試揭秘小程序的定位時,我們先賴

        了解下品牌定位


        什么是品牌定位呢?我們先來看看品牌經歷的三個時代。


          產品時代主要是突出了產品的特點。比如當年喜力滋啤酒的廣告語,我們的每一

        瓶都經過高溫消毒,然而在哪個年代,其實所有的啤酒瓶都經過了消毒,但是喜樂滋將

        這一個特點說了出來,所以也大賣了一陣。再看看,樂百氏純凈水的廣告語,27層的凈化。

        還有創維,不閃的電視才是好電視,突出了創維不傷眼的特點。但是,產品的特點同質化

        越來越嚴重,開始進入形象時代。


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           形象時代,比如力士香皂,看看力士的廣告代言人,都是誰?湯唯、舒淇、鞏俐這些

        女神,就是為了突出飄逸的效果,展示了香皂的形象。還有一個典型的品牌,杜蕾斯,

        你看杜蕾斯的每一次廣告,都很形象的突出了它的各種特點,然而在信息大爆炸的時代,

        品牌形象的展示好像也太不適用了



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           定位時代不得不說到特勞特了,他在“定位”一書中提到,在信息爆炸的時代,

        應當遵循數一數二原則,也就是定位原則,只有占領人們的心智才能做出品牌。比如高

        露潔,給人們灌輸了防蛀牙這個概念,人們想到防蛀牙就會想到高露潔。另外一個做得

        很好的品牌就是加多寶,說到喝涼茶就已經等于加多寶



        2.jpg

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        那該如何做基本品牌定位?


         1.占領心智比如麥子學院的品牌語,“在線學習好工作”,為的就是讓人們記住,

        想找互聯網工作就上麥子學院。

         2.名字第一logo第二,朗朗上口的名字,這樣才能讓用戶更好記住。比如,小米當

        年已經做得很成功了,卻還花上千萬買MI.COM的域名,為了什么?就是為了讓用戶能更好的記住。

         3.符合品牌的slogan品牌語就要從突出特點、表達形象、占領心智這里面入手。

        比如,京東的品牌語“多快好省”,其實用戶用京東很大的原因也就是快嘛,所以

        如果我是京東,我就換個品牌語“買京東,當日送達”。

         

        有哪兩種品牌定位的方法?

         

        1.搶先占位比如高露潔和佳潔士,防蛀牙最先是佳潔士提出,但是沒辦法啊,在中國

        市場是最先提出的視高露潔,所以在中國說到防蛀牙就想到高露潔。

        2.關聯定位比如,可口可樂,可口可樂當時已經做得非常成功,說到可樂人們只會想

        到可口可樂,而不是其他什么可樂,而百事可樂想破局那該怎么辦呢?于是它就使用了

        關聯定位,打了個廣告叫“非可樂”,因為可樂大家都知道,那非可樂又是什么呢?

        哦,原來是百事可樂,這樣就很快的建立起人們對它的認知。

         

         So,一定要知道品牌重要性,作為運營人,在做運營的時侯,更要先找到公司和產品

        的品牌,然后才開始策劃一系列的方案。


        從六字真訣的“品”字入手,接下來我們將帶你了解“”,如何來策劃呢?歡迎持續關注麥子學院。


        本文由麥子學院官方原創,轉載需注明

        1

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