營銷管理第3篇復(fù)習(xí)資料課件

1、目標(biāo)市場(chǎng)營銷第三篇1Mufasa: Look, Simba. Everything the light touches is our kingdom.Simba: Wow.Mufasa: A kings time as ruler rises and falls like the sun. One day, Simba, the sun will set on my time here, and will rise with you as the new king.Simba: And this will all be mine?Mufasa: Everything.Simba: Everyt

2、hing the light touches. What about that shadowy place?Mufasa: Thats beyond our borders. You must never go there, Simba.Simba: But I thought a king can do whatever he wants.Mufasa: Oh, theres more to being king than. 21.確定細(xì)分變量和細(xì)分市場(chǎng)2.勾勒細(xì)分 市場(chǎng)的輪廓市場(chǎng)細(xì)分3.評(píng)估每個(gè)細(xì)分市場(chǎng)的吸引力4.選擇目標(biāo)市場(chǎng)目標(biāo)市場(chǎng)選擇5.在每個(gè)目標(biāo)市場(chǎng)進(jìn)行產(chǎn)品差別化6.選擇、開發(fā)和傳播

3、產(chǎn)品定位差別化/市場(chǎng)定位本篇內(nèi)容3市 場(chǎng) 細(xì) 分第一章4第一節(jié) 市場(chǎng)細(xì)分概論 一、市場(chǎng)細(xì)分的概念 根據(jù)顧客的需求差異性和對(duì)營銷反應(yīng)的差異性，將一個(gè)整體市場(chǎng)劃分為若干個(gè)可以識(shí)別的顧客群體的過程。52.可行性顧客可以細(xì)分；細(xì)分技術(shù)的發(fā)展和成熟。7第二節(jié) 市場(chǎng)細(xì)分的層次大眾市場(chǎng)細(xì)分片市場(chǎng)補(bǔ)缺市場(chǎng)當(dāng)?shù)厥袌?chǎng)低高個(gè)人8二、細(xì)分片市場(chǎng)一個(gè)市場(chǎng)細(xì)分片由一個(gè)大的顧客群組成，他們具有類似的需求、購買力、所在地、購買態(tài)度或購買習(xí)慣。細(xì)分片市場(chǎng)營銷有幾個(gè)優(yōu)點(diǎn)：更有針對(duì)性；定價(jià)更恰當(dāng)；分銷渠道和傳播渠道的選擇更加容易；面對(duì)較少的競爭者。 10三、補(bǔ)缺市場(chǎng)（niche market）補(bǔ)缺市場(chǎng)是一個(gè)范圍較為狹窄的群體，一般

4、是一個(gè)需求還沒有得到滿足的小顧客群。通過對(duì)細(xì)分片市場(chǎng)的再細(xì)分來確定補(bǔ)缺市場(chǎng)。補(bǔ)缺市場(chǎng)比較小，一般只吸引一到兩個(gè)競爭者。11四、當(dāng)?shù)厥袌?chǎng)當(dāng)?shù)厥袌?chǎng)營銷是根據(jù)當(dāng)?shù)仡櫩腿后w的需要和需求設(shè)計(jì)營銷計(jì)劃。12第三節(jié) 市場(chǎng)細(xì)分的變量動(dòng)機(jī)、利益、使用情況及態(tài)度行為因素地理因素地區(qū)、城市或標(biāo)準(zhǔn)都市統(tǒng)計(jì)區(qū)大小、人口密度氣候人口統(tǒng)計(jì)因素年齡、性別、家庭人數(shù)及生命周期、 種族、職業(yè)及收入生活方式和個(gè)性心理因素一、消費(fèi)者市場(chǎng)細(xì)分變量14二、經(jīng)營者市場(chǎng)細(xì)分變量人口統(tǒng)計(jì)因素行業(yè)、公司規(guī)模、地域經(jīng)營變量技術(shù)、使用量、服務(wù)支持采購方法采購職能部門的組織、權(quán)力結(jié)構(gòu)、關(guān)系、采購政策、采購標(biāo)準(zhǔn)情境因素緊急性、訂貨量、特殊需求個(gè)性特征購

5、銷雙方的相似程度、對(duì)風(fēng)險(xiǎn)的態(tài)度、忠誠度15第二步：分析采用因子分析法剔除一些高度相關(guān)的變量；然后采用聚類分析法來確定一定數(shù)目的高度不同的細(xì)分市場(chǎng)。 17第三步：描述根據(jù)不同的顧客態(tài)度、行為、地理、心理和媒體傳播方式對(duì)每個(gè)集群進(jìn)行描述。每個(gè)細(xì)分市場(chǎng)根據(jù)其明顯的特征給定一個(gè)名字。18 可衡量性可進(jìn)入與可行動(dòng)性足量性可區(qū)分性 細(xì)分市場(chǎng)必須足夠大，企業(yè)可以得到足夠的回報(bào) 可以進(jìn)入而且可以為之制定營銷方案 現(xiàn)實(shí)的規(guī)模（現(xiàn)量）、潛在的規(guī)模（潛量）是可以衡量的細(xì)分市場(chǎng)必須是可區(qū)分心理、行為、營銷反應(yīng)、人口特征等方面的差異第五節(jié) 有效細(xì)分的原則19細(xì)分市場(chǎng)實(shí)例波導(dǎo) BIRD商務(wù)手機(jī)手機(jī)中的戰(zhàn)斗機(jī)BIRD大學(xué)生

6、手機(jī)學(xué)習(xí)娛樂在一起 BIRD大眾(通用)手機(jī)總有一款適合你 BIRD白領(lǐng)麗人手機(jī)盡顯女性魅力 BIRD鉆石（禮品）手機(jī)專為您設(shè)計(jì) BIRD個(gè)性手機(jī)就是你的酷機(jī) BIRD e族哇塞，真的好酷矣! BIRD時(shí)尚手機(jī)流行擋不住 BIRD都市情人一片溫馨的天空 20選擇目標(biāo)市場(chǎng)第二章21第一節(jié) 評(píng)價(jià)目標(biāo)市場(chǎng)的標(biāo)準(zhǔn)吸引力；競爭資源和能力；戰(zhàn)略目標(biāo)的一致性。22第三節(jié) 逐個(gè)進(jìn)入細(xì)分市場(chǎng)的計(jì)劃顧客群卡車運(yùn)輸公司鐵路公司航空公司大型計(jì)算機(jī)產(chǎn)品種類微型計(jì)算機(jī)中型計(jì)算機(jī)B公司C公司A公司24目標(biāo)市場(chǎng)選擇實(shí)例億利良咽委托專門機(jī)構(gòu)進(jìn)行大規(guī)模的市場(chǎng)調(diào)研，結(jié)果發(fā)現(xiàn)在整個(gè)使用咽喉類產(chǎn)品的人群中：57%多由于感冒、上呼吸道感

7、染引起的；12%的特殊職業(yè)人群是由于用嗓子過度形成的；18%是由于煙酒過度引起的，這個(gè)市場(chǎng)的總規(guī)模在2.5億元到3.8億元之間。25差 別 化第三章27第一節(jié) 差別化概論 一、什么是差別化 所謂差別化就是設(shè)計(jì)一套有意義的差別，把公司的產(chǎn)品和競爭者的產(chǎn)品區(qū)分開來。28二、差別化的必要性企業(yè)不斷地對(duì)自己的產(chǎn)品進(jìn)行差別化，以區(qū)別于競爭對(duì)手的產(chǎn)品。差別化是構(gòu)建產(chǎn)品優(yōu)勢(shì)的基礎(chǔ)。 29第二節(jié) 差別化的工具外形特色性能質(zhì)量一致性質(zhì)量耐用性可靠性維修方便風(fēng)格設(shè)計(jì)一、產(chǎn)品差別化30和牛肉3132送貨訂貨方便維修客戶培訓(xùn)安裝客戶咨詢二、服務(wù)差別化其它服務(wù)雜項(xiàng)33三、人員差別化能力禮貌可信可靠反應(yīng)力溝通34四、渠道

8、差別化35媒體氣氛標(biāo)志物事件五、形象差別化361.確定顧客價(jià)值模型 列出影響目標(biāo)顧客對(duì)產(chǎn)品價(jià)值感知的所有產(chǎn)品和服務(wù)因素。 2.建立顧客價(jià)值等級(jí)層次 基本、期望、渴望、出乎意料3.確定顧客價(jià)值組合 最后公司在考慮成本的前提下，確定要在產(chǎn)品中包含什么顧客價(jià)值才能比競爭對(duì)手有產(chǎn)品優(yōu)勢(shì)，才能使顧客高興，并贏得顧客忠誠。 第三節(jié) 差別化的程序37第四節(jié) 有效差別化的標(biāo)準(zhǔn)重要性；獨(dú)特性和優(yōu)越性；不易模仿性；顧客可承受；有利潤。38家用轎車無用配置一、定速巡航系統(tǒng)：在美國寬而直的“慢速道路”上確實(shí)能夠發(fā)揮作用，那些美國人或者邊開車邊化妝，或者邊開車邊刷牙、打領(lǐng)帶，這都得益于定速巡航系統(tǒng)。不過，在國內(nèi)車速變幻

9、不定的路面上，縱然是高速公路也難有用武之地。二、鋁合金輪轂：僅為好看，鋼輪轂加個(gè)外套也漂亮而且成本更低；三、尾翼：除非你是跑車，其他車你能快到需要用尾翼來控制氣流嗎？四、天窗：如果每天在西藏開車，天窗確實(shí)可以導(dǎo)入新鮮空氣；但在車流滾滾的大都市，打開天窗導(dǎo)入的就只有滾滾的尾氣了。五、電動(dòng)加熱：假如你不是每天在南極，假如你不想花幾大千成為“熱鍋上的螞蟻”，電動(dòng)加熱完全可以換2個(gè)安全氣囊。六、六碟CD：你認(rèn)為用得著嗎？不過，假如你是的士司機(jī)，每天在車上的時(shí)間超過8小時(shí)，那裝個(gè)12碟CD也無妨。七、電調(diào)坐椅：私車一般都是一個(gè)人開，坐椅的調(diào)節(jié)次數(shù)幾乎為零，還需要用電調(diào)？明擺著浪費(fèi)資源。39差別化實(shí)例農(nóng)夫

10、山泉農(nóng)夫山泉在市場(chǎng)導(dǎo)入期便實(shí)施了差別化戰(zhàn)略，強(qiáng)調(diào)其產(chǎn)品在水源、類別、名稱、包裝、口感和廣告等方面與其他同類產(chǎn)品的差別。40在水源上，強(qiáng)調(diào)取自千島湖水面下70米無污染活性水為原料，以“千島湖的源頭活水”來強(qiáng)調(diào)其水源的優(yōu)良；言外之意：不是工業(yè)水。同時(shí)，千島湖作為華東著名的山水旅游景區(qū)和國家一級(jí)水資源保護(hù)區(qū)擁有極高知名度和美譽(yù)度，使農(nóng)夫山泉形成了良好的品牌形象。41在名稱上，突出“農(nóng)”字，遠(yuǎn)離工業(yè)污染。在口感上，“農(nóng)夫山泉有點(diǎn)甜”；“這水有小時(shí)侯喝過的味道”，讓人回想起童年時(shí)代。在包裝上，先是1997年在國內(nèi)首先推出了4升包裝；1998年初又推出運(yùn)動(dòng)瓶蓋；而且，農(nóng)夫山泉的紅色包裝非常醒目，在超市的貨

11、架上一眼就看出來。在廣告方面，農(nóng)夫山泉在運(yùn)動(dòng)蓋上做文章；廣告語的情感色彩。42 品牌建設(shè)與品牌定位第四章43第一節(jié) 什么是品牌資產(chǎn)一、什么是品牌美國市場(chǎng)營銷協(xié)會(huì)對(duì)品牌的定義：“一個(gè)名稱、術(shù)語、標(biāo)志、符號(hào)或設(shè)計(jì)，或者它們的結(jié)合體，用以識(shí)別銷售者所銷售的產(chǎn)品或服務(wù)，以區(qū)別于競爭產(chǎn)品或服務(wù)”。44二、品牌的角色對(duì)消費(fèi)者生產(chǎn)者識(shí)別產(chǎn)品或服務(wù)的來源有助于簡化對(duì)產(chǎn)品的追蹤工作追溯產(chǎn)品生產(chǎn)者的責(zé)任保護(hù)產(chǎn)品獨(dú)特性降低風(fēng)險(xiǎn)向滿意顧客標(biāo)示質(zhì)量水平降低搜尋成本賦予產(chǎn)品獨(dú)特的聯(lián)想產(chǎn)品質(zhì)量的承諾、契約競爭優(yōu)勢(shì)的源泉象征意義財(cái)務(wù)收益的源泉質(zhì)量信號(hào)45強(qiáng)勢(shì)品牌的市場(chǎng)營銷優(yōu)勢(shì)對(duì)產(chǎn)品性能的良好感知；更高的忠誠度；減輕競爭活動(dòng)的

12、影響；更高的邊際收益；顧客對(duì)漲價(jià)缺乏彈性；對(duì)降價(jià)富有彈性；更多的商業(yè)合作機(jī)會(huì)；增強(qiáng)營銷溝通的有效性；更多特許經(jīng)營機(jī)會(huì)；更多品牌延伸機(jī)會(huì)。46三、品牌化品牌化(branding)是指賦予產(chǎn)品或服務(wù)以品牌的力量。本質(zhì)是構(gòu)建產(chǎn)品的差異，這種差異既可能與產(chǎn)品本身的屬性和利益有關(guān)，也可能與非產(chǎn)品屬性有關(guān)。創(chuàng)建一種知識(shí)結(jié)構(gòu)，以幫助消費(fèi)者組織產(chǎn)品或服務(wù)知識(shí)，一方面使得購買決策更加清晰，另一方面使得購買決定有利于本公司。47四、定義品牌資產(chǎn)品牌資產(chǎn)是指品牌賦予產(chǎn)品或服務(wù)的附加值。它既可以反映在消費(fèi)者對(duì)品牌的思考、感受和行動(dòng)上，也反映在品牌的價(jià)格、市場(chǎng)份額和盈利能力上。48基于顧客的品牌資產(chǎn)是品牌知識(shí)在消費(fèi)者如

13、何對(duì)品牌的營銷活動(dòng)作出反應(yīng)上產(chǎn)生的差異化影響。Customer-based brand equity is the differential effect brand knowledge has on consumer response to the marketing of that brand.品牌資產(chǎn)來自消費(fèi)者反應(yīng)的差異；反應(yīng)的差異來自不同的品牌知識(shí)；消費(fèi)者反應(yīng)表現(xiàn)為對(duì)品牌產(chǎn)品的感知、偏好、購買等。49營銷者的挑戰(zhàn)是確保顧客對(duì)產(chǎn)品、服務(wù)和營銷活動(dòng)形成合適的體驗(yàn)，以形成企業(yè)所期望的品牌知識(shí)。因此，就營銷而言，品牌建設(shè)的核心任務(wù)是確保每次顧客的接觸，不管是直接還是間接，都要讓顧客形成合適的體

14、驗(yàn)。50五、品牌資產(chǎn)的源泉From the perspective of the CBBE model, brand knowledge is the key to creating brand equity, because it creates the differential effect that drives equity. What marketers need, then, is an insightful way to represent how brand knowledge exists in consumer memory. 51The associative netwo

15、rk memory model views memory as consisting of a network of nodes and connecting links, in which nodes represent stored information or concepts and links represent the strength of association between this information or concepts. Consistent with the associative network memory model, brand knowledge i

16、s conceptualized here as consisting of a brand node in memory with a variety of associations linked to it.52In particular, brand knowledge can be characterized in terms of two components: brand awareness and brand image. Brand awareness is related to the strength of the brand node or trace in memory

17、, as reflected by consumers ability to identify the brand under different conditions. 53Brand image can be defined as perceptions about a brand as reflected by the brand associations held in consumer memory. In other words, brand associations are the other information nodes linked to the brand node

18、in memory and contain the meaning of the brand for the consumers.Associations come in all forms and may reflect characteristics of the product or aspects independent of the product itself.54Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the br

19、and and holds some strong, favorable, and unique brand associations in memory.55Brand AwarenessBrand awareness consists of brand recognition and brand recall performance. Brand recognition relates to consumers ability to confirm prior exposure to the brand when given the brand as a cue. Brand recall

20、 relates to consumers ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.56Consequence of brand awarenessLearning advantages. Consideration advantages. Choice advantages. 57Establishing brand aware

21、nessBrand awareness is created by increasing the familiarity of the brand through repeated exposure. That is, the more a consumer “experience” the brand by seeing it, hearing it, or thinking about it, the more likely it is that the brand will become strongly registered in memory. Thus, anything that

22、 causes consumers to experience a brand name, symbol, logo, character, packaging, or slogan can potentially increase familiarity and awareness of that brand element. Examples include a wide range of communication options such as advertising and promotion, sponsorship and event marketing, publicity a

23、nd public relations, and outdoor advertising. Moreover, it is important to visually and verbally reinforce the brand name with a full complement of brand elements.58Brand recall requires linkages in memory to appropriate product categories or other situational purchase or consumption cues. In partic

24、ular, to build awareness, it is often desirable to develop a slogan or jingle that creatively pairs the brand and the appropriate category or purchase or consumption cues. Additional use can be made of the other brand elements-logos, symbols, characters, and packages.The manner by which the brand an

25、d its corresponding product category are paired will be influential in determining the strength of product category links.In short, brand awareness is created by increasing the familiarity of the brand through repeated exposure(for brand recognition) and strong associations with the appropriate prod

26、uct category or other relevant purchase or consumption cues(for brand recall).59Brand ImageA positive brand image is created by marketing programs that link strong, favorable, and unique associations to the brand in memory. Brand associations can also be created in a variety of other ways: by direct

27、 experience; from information communicated about the brand from the firm or other commercial or nonpartisan sources and word of mouth; and by assumptions or inferences from the brand itself or from the identification of the brand with a company, country, channel of distribution, or some particular p

28、erson, place, or event.Marketers should recognize the influence of these other sources of information by both managing them as well as possible and adequately accounting for them in designing communication strategies.60Strength of brand associationsMaking sure that associations are linked sufficient

29、ly strongly to the brand will depend on how the marketing program and other factors affect consumers brand experience. Strength is a function of both the amount, or quantity, of processing that information receives as well as the nature, or quality, of that processing. The more deeply a person think

30、s about product information and relates it to existing brand knowledge, the strong the resulting brand association. Two factors facilitating the strength of association to any piece of information are the personal relevance of the information and the consistency with which this information is presen

31、ted over time.In general, the source of information creating the strongest brand attribute and benefit associations is direct experience. The next strongest associations are likely to be formed on the basis of word of mouth. Company-controlled sources of information are often likely to create the we

32、akest associations.61Favorability of brand associationsChoosing which favorable and unique associations to link to the brand requires careful analysis of the consumer and competition to determine the optimal positioning for the brand. In the most basic sense, favorable brand associations are created

33、 by convincing consumers that the brand possesses relevant attributes and benefits that satisfy their needs and wants, such that they form positive overall brand judgments.Desirability depends on three factors: (1) how relevant consumers find the brand associations; (2) how distinctive consumers fin

34、d the brand associations; (3) how believable consumers find the brand associations.62Uniqueness of brand associations The essence of brand positioning is that the brand has s sustainable competitive advantage or unique selling proposition that gives consumers a compelling reason why they should buy

35、that particular brand.The existence of strongly held, favorably evaluated associations that are unique to the brand and imply superiority over other brands is critical to a brands success. Yet, unless the brand faces no competition, it will most likely share some associations with other brands. Shar

36、ed associations can help to establish category membership and define the scope of competition with other products and services. To create the differential response that leads to customer-based brand equity, it is important that some of the strongly held brand associations are not only favorable but

37、also unique. Beliefs about unique attributes and benefits for brands that consumers value more favorably than competitive brands can lead to a greater likelihood of the consumers choosing the former brands.Thus, it is important to associate unique, meaningful points of difference to the brand to pro

38、vide a competitive advantage and “reason why” consumers should buy it. For some brand associations, however, consumers only need to view them at least as favorable as competitors.Not all brand associations will be deemed important and viewed favorably by consumers, nor will they be equally valued ac

39、ross different purchase or consumption situations. Moreover, not all brand associations will be relevant and valued in a purchase or consumption decision. The evaluation of brand associations may be situation or contest dependent and vary according to the particular goals that consumers have in that

40、 purchase or consumption decision. 63六、品牌資產(chǎn)模型（一）品牌資產(chǎn)評(píng)估器(BrandAsset Valuator, BAV)差異度(differentiation)：與其他品牌的差異程度；相關(guān)度(relevance)：恰當(dāng)程度和品牌吸引力的寬度；偏好度(esteem)：衡量對(duì)品牌質(zhì)量的認(rèn)知和忠誠，及受好評(píng)和重視的程度；品牌知識(shí)(knowledge)：消費(fèi)者對(duì)品牌的熟悉程度。64品牌強(qiáng)度(brand strength)=差異度+相關(guān)度，預(yù)測(cè)品牌未來成長和價(jià)值的指標(biāo)。品牌名望(brand stature)=偏好度+品牌知識(shí)，衡量過去績效與當(dāng)前價(jià)值。65（二）B

41、randZ 模型存在(Presence). Active familiarity based on past trial, saliency, or knowledge of brand promise.相關(guān)度(Relevance). Relevance to consumers needs, in the right price range or in the consideration set性能(Performance). Belief that it delivers acceptable product performance.優(yōu)勢(shì)(Advantage). Belief that t

42、he brand has an emotional or rational advantage over other brands in the category.聯(lián)結(jié)(Bonding). Rational and emotional attachments to the brand to the exclusion of most other brands.6667（三）品牌共鳴模型(brand resonance model)Who are you? (brand identity)：顧客能識(shí)別該模型，并將該品牌與特定的品類或顧客需求聯(lián)系起來；What are you? (brand me

43、aning)：通過有形與無形聯(lián)結(jié)(品牌聯(lián)想)，在顧客心目中牢固建立起該品牌的含義；What about you? What do I think or feel about you? (brand responses)：引發(fā)顧客對(duì)品牌作適當(dāng)?shù)姆磻?yīng)，包括判斷和感受；What about you and me? (brand relationships)：把顧客反應(yīng)轉(zhuǎn)化為強(qiáng)烈、活躍的品牌忠誠。6869Brand Saliencebrand awareness refers to customers ability to recall and recognize the brand under di

44、fferent conditions. Brand awareness is more than just customers knowing the brand name and having previously seen it. Building brand awareness also involves helping customers to understand the product or service category in which the brand competes. The depth of brand awareness concerns the likeliho

45、od that a brand element will come to mind and the ease with which it does so. The breadth of brand awareness concerns the range of purchase and usage situations in which the brand element comes to mind.70Brand PerformanceBrand performance relates to the ways in which the product or service attempts

46、to meet customers more functional needs. Thus, brand performance refers to the intrinsic properties of the brand in terms of inherent product or service characteristics.There are five types of attributes and benefits that often underlies brand performance, as follows: (1) Primary ingredients and sup

47、plementary features; (2) Product reliability, durability, and serviceability; (3) Service effectiveness, efficiency, and empathy; (4) Style and design; (5) Price. 71Brand ImageryBrand imagery deals with the extrinsic properties of the product or service, including the ways in which the brand attempt

48、s to meet customers psychological or social needs. Thus, imagery refers to more intangible aspects of the brand. Many kinds of intangibles can be linked to a brand, but four categories can be highlight: (1) User profiles; (2) Purchase and usage situations; (3) Personality and values; (4) History, he

49、ritage, and experiences.72Brand JudgmentsBrand judgments focus on customers personal opinions and evaluations with regard to the brand. Brand judgments involve how customers put together all the different performance and imagery associations of the brand to form different kinds of opinions. In terms

50、 of a strong brand, four types of summary brand judgments are particularly important: quality, credibility, consideration, and superiority.73Brand FeelingsBrand feelings are customers emotional responses and reactions with respect to the brand. The following are six important types of brand-building

51、 feelings: (1) warmth; (2) fun; (3) excitement; (4) security; (5) social approval; (6) self-respect.74Brand ResonanceThe final step of the model focuses on the ultimate relationship and level of identification that the customer has with the brand. Brand resonance refers to the nature of this relatio

52、nship and the extent to which customers feel that they are in sync with the brand. Resonance is characterized in terms of intensity, or the depth of the psychological bond that customers have with the brand, as well as the level of activity engendered by this loyalty. Specifically, brand resonance c

53、an be broken down into four categories: (1) behavioral loyalty; (2) attitudinal attachment; (3) sense of community; (4) active engagement.75In summary, brand relationships can be usefully characterized in terms of two dimensions: intensity and activity. Intensity refers to the strength of the attitu

54、dinal attachment and sense of community. In other words, how deeply felt is the loyalty? Activity refers to how frequently the consumer buys and uses the brand, as well as in how many different ways does brand loyalty manifests itself in day-to-day consumer behavior.76第二節(jié) 建立品牌資產(chǎn)77一、選擇品牌元素品牌元素：名稱、標(biāo)識(shí)、

55、符號(hào)等；選擇標(biāo)準(zhǔn)：印象深刻、富有意義、顧客喜歡、可轉(zhuǎn)換、可保護(hù)。78二、設(shè)計(jì)全面營銷活動(dòng)顧客通過廣泛的聯(lián)系和接觸點(diǎn)來了解一個(gè)品牌：個(gè)人的觀察與試用、口碑、與公司員工的互動(dòng)、網(wǎng)上或電話體驗(yàn)，以及支付交易。營銷者通過許多新途徑來形成品牌接觸，建立品牌資產(chǎn)：俱樂部、消費(fèi)者社區(qū)、展銷會(huì)、事件營銷、資助、工廠參觀、公共關(guān)系、新聞發(fā)布會(huì)、社會(huì)公益營銷等。整合營銷。79三、次級(jí)聯(lián)想的杠桿作用次級(jí)聯(lián)想的杠桿作用(leveraging secondary associations)：實(shí)際上是“借用”，即通過將品牌與其他信息源聯(lián)系起來，把它們的意義傳遞到該品牌上。包括：公司本身、國家或其他地理區(qū)域、分銷渠道、其他

56、品牌、人物形象、代言人、體育或文化事件、其他第三方信息來源。8081品牌內(nèi)部化內(nèi)部品牌化(internal branding)：全體員工及營銷伙伴了解品牌的內(nèi)涵和定位，受品牌激勵(lì)，愿意為品牌建設(shè)做貢獻(xiàn)，為顧客提供周到的服務(wù)等。選擇恰當(dāng)時(shí)機(jī)、連接內(nèi)部營銷與外部營銷、使品牌因員工而充滿活力。82第三節(jié) 測(cè)量品牌資產(chǎn)間接方法是衡量消費(fèi)者的品牌知識(shí)結(jié)構(gòu)；直接方法是評(píng)價(jià)由于品牌知識(shí)的存在，所導(dǎo)致的消費(fèi)者對(duì)營銷的不同反應(yīng)。83品牌價(jià)值鏈84品牌審計(jì)：聚焦于消費(fèi)者的一系列程序，用來評(píng)估品牌的健康狀況，揭示品牌資產(chǎn)的源泉，并提出改善品牌資產(chǎn)和發(fā)揮其杠桿作用的方法。品牌追蹤研究：從消費(fèi)者那里收集時(shí)間序列數(shù)據(jù)，為

57、營銷者提供關(guān)于品牌和營銷方案實(shí)時(shí)運(yùn)行狀況的信息，幫助營銷者了解品牌價(jià)值是正在何地、以何種方式被創(chuàng)造出來的。85品牌估價(jià)(brand evaluation)市場(chǎng)細(xì)分財(cái)務(wù)分析：預(yù)測(cè)各細(xì)分市場(chǎng)的各期銷售收入，在此基礎(chǔ)上減去運(yùn)營成本、稅費(fèi)和資本費(fèi)用，便得到經(jīng)濟(jì)收益；確定經(jīng)濟(jì)收益中品牌化的作用：首先確認(rèn)各種需求的驅(qū)動(dòng)因素，然后確定品牌對(duì)這些驅(qū)動(dòng)因素的影響程度，從而得出各細(xì)分市場(chǎng)的經(jīng)濟(jì)收益歸功于品牌的比例，這個(gè)比例乘以經(jīng)濟(jì)收益，便得到品牌收益；品牌強(qiáng)度：在每個(gè)細(xì)分市場(chǎng)確定品牌的風(fēng)險(xiǎn)貼水，用以衡量品牌實(shí)現(xiàn)品牌收益的可能性；加上無風(fēng)險(xiǎn)利率，便得到品牌貼現(xiàn)率，根據(jù)各期的品牌收益和品牌貼現(xiàn)率，便得到各期品牌收益的

58、凈現(xiàn)值；品牌估價(jià)：各期品牌收益凈現(xiàn)值相加得到品牌估價(jià)。86第四節(jié) 管理品牌資產(chǎn)一、品牌強(qiáng)化為了強(qiáng)化品牌資產(chǎn)，營銷者需要不斷地傳達(dá)品牌含義：品牌代表什么產(chǎn)品，提供什么核心利益，滿足什么需求；品牌如何使產(chǎn)品具有優(yōu)勢(shì)，消費(fèi)者心目中應(yīng)該存在哪些強(qiáng)烈、偏好、獨(dú)特的品牌聯(lián)想。87強(qiáng)化品牌資產(chǎn)要求品牌不斷前進(jìn)：朝著正確的方向，提供新的、具有吸引力的產(chǎn)品。強(qiáng)化品牌的一個(gè)重要方面是提供持續(xù)的營銷支持。88二、品牌復(fù)活首先要了解品牌資產(chǎn)的來源。正面的品牌聯(lián)想是否不再強(qiáng)烈或獨(dú)特？品牌是否已與一些負(fù)面聯(lián)想聯(lián)系在一起？然后決定保持定位還是重新定位：“回歸根本”與“徹底再造”之間存在連續(xù)統(tǒng)一體。89品類延伸新 品牌名稱產(chǎn)

59、品種類產(chǎn)品線延伸現(xiàn)有現(xiàn)有多品牌新新品牌第五節(jié) 設(shè)計(jì)品牌化戰(zhàn)略90品牌延伸的優(yōu)劣勢(shì)品牌延伸的優(yōu)勢(shì)提高新產(chǎn)品成功的概率減低成本正面反饋品牌延伸的劣勢(shì)品牌稀釋品牌負(fù)反饋錯(cuò)失創(chuàng)建新品牌的機(jī)會(huì)91品牌延伸關(guān)鍵問題回答母品牌是否擁有強(qiáng)大的資產(chǎn)？是否存在有力的匹配基礎(chǔ)？品牌延伸是否具有最佳的相似點(diǎn)和差異點(diǎn)？營銷方案能夠以何種方式提升延伸資產(chǎn)？品牌延伸對(duì)母品牌資產(chǎn)和盈利性有何影響？如何管理反饋效應(yīng)？92第六節(jié) 開發(fā)并建立品牌定位所謂定位就是設(shè)計(jì)公司的產(chǎn)品和形象，使之在目標(biāo)顧客的心目中占據(jù)一個(gè)獨(dú)特的位置的活動(dòng)。品牌定位要求營銷者定義和傳播本品牌與競爭品牌之間的共同點(diǎn)和差異點(diǎn)。93 定位的具體內(nèi)容：識(shí)別目標(biāo)市場(chǎng)和

60、相關(guān)競爭對(duì)手，以確定一個(gè)競爭性參考框架；在參考框架內(nèi)確定最佳共同點(diǎn)與差異點(diǎn)；擬定可以概括品牌定位和品牌精髓的品牌格言。94一、確定競爭性參考框架（一）識(shí)別競爭對(duì)手品類成員(category membership):與本品牌競爭的產(chǎn)品，以及功能相近的替代品?？梢詮男袠I(yè)和市場(chǎng)兩個(gè)角度來研究競爭：行業(yè)由一群提供同一種類產(chǎn)品的公司所構(gòu)成；按市場(chǎng)概念，競爭者是“能滿足相同消費(fèi)需求的公司”。95（二）分析競爭對(duì)手維度一維度二維度三維度四維度五競爭者A競爭者B競爭者C（三）正式定義競爭性參考框架96二、識(shí)別最佳差異點(diǎn)與共同點(diǎn)差異點(diǎn)(points of difference, PODs)：消費(fèi)者與品牌強(qiáng)烈相聯(lián)