淺析品牌定位是廣告?zhèn)鞑ブ胁豢珊鲆暤囊蛩?/title> <meta name="keywords" content="淺析品牌定位是廣告?zhèn)鞑ブ胁豢珊鲆暤囊蛩?> <meta name="description" content="論文關(guān)鍵詞:廣告品牌的建立定位差異性論文摘要:進(jìn)入“營(yíng)銷時(shí)代”的產(chǎn)品，需要細(xì)分市場(chǎng)的準(zhǔn)確定位與采取品牌形成的正確策略。品牌定位是產(chǎn)品差異化的必然產(chǎn)物，沒(méi)有準(zhǔn)確定位的廣告，創(chuàng)意很難有的放矢地發(fā)揮，也會(huì)迷失品牌推廣的最佳策略。廣告品牌與定位"> <link rel="stylesheet" href="http://m.1-jiu.com/static/css/v2/article.css">  <script type="text/javascript"> var D=new Date(),RAND_STR=D.getUTCFullYear()+"_"+D.getUTCMonth()+"_"+D.getUTCDate()+"_"+(Math.floor(D.getUTCHours()/3)); if((navigator.userAgent.match(/(phone|pad|pod|mobile|ios|android|BlackBerry|MQQBrowser|JUC|Fennec|wOSBrowser|BrowserNG|WebOS|symbian|transcoder)/i))){ document.write('<script type="text/javascript" src="http://m.1-jiu.com/static/js/m.js?'+RAND_STR+'"><\/script>'); } else { document.write('<script type="text/javascript" src="http://m.1-jiu.com/static/js/p.js?'+RAND_STR+'"><\/script>'); } </script> <meta http-equiv="Cache-Control" 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class="head_box"> <div id="5vajrimf" class="sidebar"> <a href="http://m.1-jiu.com/" class="logo" title="應(yīng)屆畢業(yè)生網(wǎng)" target="_blank"></a> <a href="http://m.1-jiu.com/biyelunwen/fanwen/" title="論文范文" target="_blank" class="lanmu">論文范文</a> <code>當(dāng)前位置：</code><a href='http://m.1-jiu.com/biyelunwen/' title='畢業(yè)論文網(wǎng)'>畢業(yè)論文網(wǎng)</a><code>></code><a href='http://m.1-jiu.com/biyelunwen/fanwen/' title='論文范文'>論文范文</a><code>></code>淺析品牌定位是廣告?zhèn)鞑ブ胁豢珊鲆暤囊蛩? </div> <div id="5vajrimf" class="search"> </div> <div id="5vajrimf" class="rougao"> <a target="_blank" href="http://m.1-jiu.com/usr/login.html" title="我要投稿">我要投稿</a> <a target="_blank" href="http://m.1-jiu.com/contact.html" class="jianyi" title="投訴建議">投訴建議</a> </div> </div> </div> <div id="5vajrimf" class="main"> <div id="5vajrimf" class="main-left"> <div id="5vajrimf" class="article"> <script type="text/javascript">s("title_top");</script> <h1 class="title">淺析品牌定位是廣告?zhèn)鞑ブ胁豢珊鲆暤囊蛩?/h1> <div id="5vajrimf" class="info"> <span id="5vajrimf" class="time">時(shí)間：2023-03-21 17:02:14 </span> <span id="5vajrimf" class="sm_after_time"></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/biyelunwen/fanwen/" title="論文范文">論文范文</a></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/usr/login.html" title="我要投稿">我要投稿</a></span> </div> <script type="text/javascript">s("content_top");</script> <div id="5vajrimf" class="content"> <div id="5vajrimf" class="excellent_articles_box"> <ul> <li id="5vajrimf" class="excellent_articles_title">相關(guān)推薦</li> </ul> </div> <p>淺析品牌定位是廣告?zhèn)鞑ブ胁豢珊鲆暤囊蛩?/p> <P> 論文關(guān)鍵詞:廣告　品牌的建立　定位　差異性</P><P> 論文摘要:進(jìn)入“營(yíng)銷時(shí)代”的產(chǎn)品，需要細(xì)分市場(chǎng)的準(zhǔn)確定位與采取品牌形成的正確策略。品牌定位是產(chǎn)品差異化的必然產(chǎn)物，沒(méi)有準(zhǔn)確定位的廣告，創(chuàng)意很難有的放矢地發(fā)揮，也會(huì)迷失品牌推廣的最佳策略。廣告品牌與定位能夠在受眾心目中產(chǎn)生品質(zhì)評(píng)價(jià)效應(yīng)，具有潛在的商業(yè)價(jià)值。</P><P> 現(xiàn)代營(yíng)銷廣告展示著一幅炫目而綺麗的風(fēng)景。如何通過(guò)廣告定位使品牌認(rèn)知上升，是評(píng)價(jià)一個(gè)廣告作品成功和失敗的重要標(biāo)志。在廣告?zhèn)鞑ンw系中處理好廣告一品牌一定位之間的微妙關(guān)系，對(duì)企業(yè)乃至商品服務(wù)至關(guān)重要。</P><P> 一、沒(méi)有準(zhǔn)確定位的廣告，創(chuàng)意很難有的放矢地發(fā)揮</P><P> 廣告，即“廣而告之”。在《現(xiàn)代廣告學(xué)》中對(duì)其所下定義為:所謂廣告，是以盈利為目的的廣告主，通過(guò)大眾傳播媒介所進(jìn)行的有關(guān)商品、勞務(wù)、觀念等方面信息的有說(shuō)服力的銷售促進(jìn)活動(dòng)�？梢�(jiàn)，廣告是對(duì)消費(fèi)群體有說(shuō)服和誘導(dǎo)的作用，最終目的是促銷。</P><P> ‘很多人一談到廣告，首先想到的是“創(chuàng)意”;有一種認(rèn)識(shí)非常普遍，廣告就是創(chuàng)意。什么是創(chuàng)意?眾說(shuō)紛紜。其中較流行的說(shuō)法是，在掌握一定資料的基礎(chǔ)上，憑經(jīng)驗(yàn)與靈感創(chuàng)作一個(gè)“廣告表現(xiàn)”，這個(gè)表現(xiàn)中包括主題與藝術(shù)表現(xiàn)，即主題是創(chuàng)意的一部分，是“創(chuàng)”出來(lái)的。這種看法在理論上是不科學(xué)和不完整的。在市場(chǎng)實(shí)踐中，它導(dǎo)致廣告成功本身是極其偶然的，它使廣告創(chuàng)作水平的提高近似一句空話，從而將廣告的創(chuàng)作工作僵化為“無(wú)源之水，無(wú)本之木”。</P><P> 雖說(shuō)創(chuàng)意的過(guò)程是一種厚積薄發(fā)的創(chuàng)造性思維過(guò)程，但是無(wú)論創(chuàng)意的思路有多少種類，當(dāng)你展開(kāi)想象的翅膀，發(fā)揮出你的想象力，甚至涌現(xiàn)出許多浪漫主義的想法時(shí)，都離不開(kāi)這一實(shí)實(shí)在在的規(guī)律，即:任何復(fù)雜的想象都是由一點(diǎn)發(fā)起，或一人，或一字，或一草一木，或一種味覺(jué)，或一條流動(dòng)優(yōu)美的線條，或一片抽象的色塊，或一句追憶舊時(shí)情思的話語(yǔ)，還有哪怕是形象的基本單位的“點(diǎn)”等，這些都是啟發(fā)完美創(chuàng)意的最基本的元素，即靈感思維火花的閃現(xiàn);這些啟發(fā)創(chuàng)意的靈感火花稱之為擊發(fā)點(diǎn)，從另一種角度即稱為創(chuàng)意的主題定位。</P><P> “定位”是廣告創(chuàng)意的客觀要求。定位簡(jiǎn)單地講就是確定位置。廣告定位的一個(gè)最重要的實(shí)踐意義在于如何正確地、科學(xué)地、有效地確定廣告主題，而廣告表現(xiàn)則是廣告主題的藝術(shù)化。嚴(yán)謹(jǐn)而認(rèn)真地進(jìn)行廣告定位是廣告成功的基礎(chǔ)和前提。沒(méi)有定位的廣告就如同一條沒(méi)有方向的航船，它駛得越快可能離目的地越遠(yuǎn)。所以，從一般市場(chǎng)規(guī)律來(lái)說(shuō)，廣告活動(dòng)進(jìn)行應(yīng)該是“產(chǎn)品入市，廣告先行;廣告未做，定位先行”。比如說(shuō)，Volvo公司是專注于生產(chǎn)安全性轎車為主的，這既是企業(yè)戰(zhàn)略“定位”，也是產(chǎn)品的營(yíng)銷“定位”，更持續(xù)一致地體現(xiàn)于所有的傳播中，在消費(fèi)者心目中，Volvo所占據(jù)的位置就是“安全”。所以廣告定位十分重要，沒(méi)有正確的定位，在各類營(yíng)銷活動(dòng)中，創(chuàng)意也就很難發(fā)揮。</P><P> 二、沒(méi)有準(zhǔn)確定位的廣告，會(huì)迷失品牌推廣的最佳策略</P><P> 品牌定位，主要是通過(guò)了解消費(fèi)者的認(rèn)知和反饋，提出與競(jìng)爭(zhēng)者不同的主張。具體而言，品牌定位是將消費(fèi)者的心智進(jìn)行全面調(diào)查研究，了解消費(fèi)者對(duì)產(chǎn)品、競(jìng)爭(zhēng)對(duì)手的認(rèn)知和優(yōu)劣勢(shì)等等。明確了解品牌要在消費(fèi)者心智中占據(jù)什么定位，接下來(lái)的重要工作就是要推廣品牌，讓它真正地進(jìn)人人心，讓消費(fèi)者都知道品牌的定位，從而持久、有力地影響消費(fèi)者的購(gòu)買(mǎi)決策。品牌沒(méi)有定位的廣告永遠(yuǎn)會(huì)隨著市場(chǎng)競(jìng)爭(zhēng)及環(huán)境的改變而變化，每次主題變化都等于將品牌建設(shè)推倒重來(lái)。在這個(gè)意義上說(shuō)，國(guó)內(nèi)眾多品牌的廣告操作使企業(yè)的資源不斷流失。</P><P> 如果今天試著做一個(gè)抽樣調(diào)查，面向社會(huì)企業(yè)的管理和營(yíng)銷人員、營(yíng)銷咨詢服務(wù)行業(yè)和廣告行業(yè)的從業(yè)人員，調(diào)查他們對(duì)于“定位”的理解，相信會(huì)得到五花八門(mén)的答案�？雌饋�(lái)，即使是專業(yè)人士，很多人不過(guò)僅僅是接受和記住了“定位”這個(gè)詞匯，并把這個(gè)詞在一些特定的情境中加以使用而已。很少人真正將“定位”作為一種工具、一種方法加以重視并予以實(shí)踐。</P><P> 如果“定位”的確有效，我們起碼需要理解概念，掌握方法，并以理論指導(dǎo)實(shí)踐。我們不能把“定位”掛在嘴邊，僅僅把它當(dāng)作一個(gè)時(shí)髦的詞匯包裝自己的語(yǔ)言。以下例子用以佐證分析。</P><P> 飲料品牌王老吉在廣告策略上制定了推廣主題“怕上火，喝王老吉”。在傳播上盡量凸現(xiàn)紅色王老吉作為飲料的性質(zhì)。在第一階段的廣告宣傳中，紅色王老吉都以輕松、歡快、健康的形象出現(xiàn)，強(qiáng)調(diào)正面宣傳，避免出現(xiàn)對(duì)癥下藥式的負(fù)面訴求，從而把紅色王老吉和“傳統(tǒng)涼茶”區(qū)分開(kāi)來(lái)。為更好地喚起消費(fèi)者的需求，電視媒體廣告選用了消費(fèi)者認(rèn)為日常生活中最易上火的五個(gè)場(chǎng)景:吃火鍋、通宵看球賽、吃油炸食品薯?xiàng)l、吃燒烤和夏日陽(yáng)光浴，畫(huà)面中人們?cè)陂_(kāi)心享受的同時(shí)，紛紛暢飲紅色王老吉。結(jié)合時(shí)尚、動(dòng)感十足的廣告歌反復(fù)吟唱“不用害怕什么，盡情享受生活，怕上火，喝王老吉”，促使消費(fèi)者在吃火鍋、燒烤時(shí)，自然聯(lián)想到紅色王老吉，從而引發(fā)購(gòu)買(mǎi)欲。這種大張旗鼓、訴求直觀明確的廣告，直擊消費(fèi)者需求，及時(shí)迅速地拉動(dòng)了銷售;同時(shí)，隨著品牌推廣進(jìn)行下去，一步步加強(qiáng)消費(fèi)者的認(rèn)知，逐漸為品牌建立起獨(dú)特而長(zhǎng)期的定位—真正建立起品牌。<p align="center">[1][2]下一頁(yè)</p><script>s("content_relate");</script><p>【淺析品牌定位是廣告?zhèn)鞑ブ胁豢珊鲆暤囊蛩亍肯嚓P(guān)文章：</p><p><a target="_blank" href="http://m.1-jiu.com/biyelunwen/fanwen/zhicheng/418659.html" title="淺析安全生產(chǎn)事故中的人為因素及預(yù)防措施">淺析安全生產(chǎn)事故中的人為因素及預(yù)防措施</a><span>04-14</span></p><p><a target="_blank" href="http://m.1-jiu.com/biyelunwen/fanwen/qiyeguanli/141875.html" 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