\u4e00\u3001\u54c1\u724c\u5f62\u8c61\u7406\u8bba\u7684\u8bde\u751f<\/p>\n
20\u4e16\u7eaa50\u5e74\u4ee3\u4ee5\u524d\uff0c\u5c31\u5168\u7403\u800c\u8a00\uff0c\u4ea7\u54c1\u5904\u4e8e\u77ed\u7f3a\u65f6\u4ee3\uff0c\u5e02\u573a\u4e3a\u201c\u4e70\u8005\u65e0\u9009\u62e9\uff0c\u5356\u8005\u65e0\u7ade\u4e89\u201d\u7684\u5356\u65b9\u5e02\u573a\u300220\u4e16\u7eaa60\u5e74\u4ee3\u4ee5\u540e\uff0c\u7531\u4e8e\u751f\u4ea7\u7684\u6807\u51c6\u5316\u548c\u89c4\u6a21\u5316\uff0c\u5546\u54c1\u65e5\u76ca\u4e30\u5bcc\uff0c\u5e02\u573a\u9010\u6e10\u5411\u201c\u4e70\u8005\u6709\u9009\u62e9\uff0c\u5356\u8005\u6709\u7ade\u4e89\u201d\u7684\u4e70\u65b9\u5e02\u573a\u6f14\u8fdb\u3002\u4f01\u4e1a\u8981\u83b7\u5f97\u5e02\u573a\u7ade\u4e89\u7684\u4f18\u52bf\uff0c\u5c31\u8981\u4f7f\u81ea\u5df1\u7684\u54c1\u724c\u5177\u6709\u6709\u522b\u4e8e\u5176\u4ed6\u7ade\u4e89\u8005\u7684\u5f62\u8c61\u3002<\/p>\n
<\/p>\n
\u5728\u6b64\u80cc\u666f\u4e0b\uff0c\u8457\u540d\u5e7f\u544a\u5b66\u8005\u5927\u536b\u00b7\u5965\u683c\u5a01\uff08David Ogilvy\uff09\u4e8e1955\u5e74\u63d0\u51fa\u4e86\u54c1\u724c\u5f62\u8c61\u8bba\uff08Brand Image\uff09\uff0c\u6307\u51fa\u521b\u9020\u5dee\u5f02\u5316\u4ea7\u54c1\u4ee5\u53ca\u6bcf\u4e00\u5e7f\u544a\u90fd\u662f\u5bf9\u5176\u54c1\u724c\u5f62\u8c61\u7684\u957f\u671f\u6295\u8d44\u3002\u4e4b\u540e\u76841963\u5e74\uff0c\u8d6b\u5c14\u63aa\u683c(Herzog,H.)\u53c8\u4ece\u521b\u9020\u987e\u5ba2\u8bb0\u5fc6\u4e2d\u5173\u4e8e\u54c1\u724c\u7684\u8054\u60f3\u7684\u89d2\u5ea6\u63d0\u51fa\u4e86\u54c1\u724c\u5f62\u8c61\u7406\u8bba\u3002<\/p>\n
\u5f53\u5c5e\u4e8e\u67d0\u79cd\u5546\u54c1\u6982\u5ff5\u7684\u54c1\u724c\u4e4b\u95f4\u6ca1\u6709\u8d28\u91cf\u4e0a\u7684\u5dee\u5f02\u65f6\uff0c\u51b3\u5b9a\u7ade\u4e89\u80dc\u8d1f\u7684\u5173\u952e\u96c6\u4e2d\u5728\u6d88\u8d39\u8005\u5bf9\u4e8e\u5546\u6807\u548c\u4f01\u4e1a\u672c\u8eab\u7279\u6b8a\u6027\u8d28\u7684\u5370\u8c61\u4e0a\u3002\u56e0\u6b64\uff0c\u63cf\u7ed8\u54c1\u724c\u7684\u5f62\u8c61\u6bd4\u5f3a\u8c03\u4ea7\u54c1\u7684\u5177\u4f53\u529f\u80fd\u7279\u5f81\u66f4\u4e3a\u91cd\u8981\u3002\u5e15\u514b(Park,C.S.)\u7b49\u4e5f\u56e0\u6b64\u5c06\u54c1\u724c\u5f62\u8c61\u89c6\u4e3a\u4e00\u9879\u80fd\u4ea7\u751f\u5dee\u5f02\u5316\u7684\u5173\u952e\u8425\u9500\u8981\u7d20\uff0c\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\uff08Philip Kotler\uff09\u548c\u51ef\u6587\u00b7\u51ef\u52d2(Kevin Lane Keller)\u5728\u6b64\u57fa\u7840\u4e0a\u63d0\u51fa\u54c1\u724c\u5c06\u8d85\u8d8a\u6709\u5f62\u4ea7\u54c1\u672c\u8eab\u7684\u7406\u8bba\u3002\u4e24\u8005\u4e00\u662f\u57fa\u4e8e\u987e\u5ba2\u89c6\u89d2\u7684\u54c1\u724c\u5f62\u8c61\u7814\u7a76\uff0c\u53e6\u4e00\u662f\u57fa\u4e8e\u516c\u53f8\u89c6\u89d2\u7684\u54c1\u724c\u5f62\u8c61\u7ba1\u7406\u7814\u7a76\u3002\u524d\u8005\u4e3b\u8981\u5f3a\u8c03\u6d88\u8d39\u8005\u5bf9\u516c\u53f8\u7684\u8ba4\u77e5\u3001\u8bc4\u4ef7\u548c\u8054\u60f3\uff0c\u800c\u540e\u8005\u5219\u7a81\u51fa\u54c1\u724c\u5f62\u8c61\u662f\u516c\u53f8\u65e0\u5f62\u7684\u58f0\u8a89\u8d44\u4ea7\uff0c\u4e0d\u4f46\u80fd\u5f62\u6210\u5dee\u5f02\u5316\u7ade\u4e89\u4f18\u52bf\uff0c\u7ed9\u516c\u53f8\u5e26\u6765\u8d44\u4ea7\u6027\u5229\u76ca\uff0c\u800c\u4e14\u8fd8\u80fd\u5728\u5e02\u573a\u4e0a\u6709\u6548\u6784\u5efa\u8fdb\u5165\u58c1\u5792\u3002\u00a0<\/p>\n
\u4e8c\u3001\u54c1\u724c\u5b9a\u4f4d\u7406\u8bba\u7684\u8bde\u751f<\/p>\n
\u81f320\u4e16\u7eaa80\u5e74\u4ee3\u521d\uff0c\u751f\u4ea7\u8fc7\u5269\u4f7f\u5f97\u4f01\u4e1a\u540c\u7c7b\u4ea7\u54c1\u95f4\u7684\u7ade\u4e89\u4e0d\u65ad\u5347\u7ea7\uff0c\u4f01\u4e1a\u4e0d\u4ec5\u8981\u6709\u826f\u597d\u7684\u4ea7\u54c1\u548c\u5f62\u8c61\uff0c\u66f4\u91cd\u8981\u7684\u662f\u8981\u786e\u7acb\u81ea\u5df1\u7684\u987e\u5ba2\u7fa4\uff0c\u5e02\u573a\u7ec6\u5206\u6210\u4e3a\u8425\u9500\u7406\u8bba\u5173\u6ce8\u7684\u70ed\u70b9\u3002\u62c9\u00b7\u91cc\u65af\uff08AL Ries\uff09\u548c\u6770\u514b\u00b7\u7279\u52b3\u7279\uff08Jack Trout\uff09\u5f00\u521b\u6027\u5730\u63d0\u51fa\u4e86\u5b9a\u4f4d\u7406\u8bba\uff0c\u540e\u6765\u4e8c\u8005\u63d0\u51fa\u7684\u5e7f\u544a\u5b9a\u4f4d\u8bba\u53d1\u5c55\u51fa\u54c1\u724c\u5b9a\u4f4d\u8bba\u3002\u7545\u9500\u4e66\u300a\u5b9a\u4f4d\u300b\uff08\u82f1\u6587\u540d\uff0cPositioning\uff1aThe Battle For Your Mind\uff09\u4e2d\u8be6\u7ec6\u4ecb\u7ecd\u4e86\u5176\u5b9a\u4f4d\u7406\u8bba\uff1a\u9488\u5bf9\u6f5c\u5728\u987e\u5ba2\u5fc3\u7406\u91c7\u53d6\u884c\u52a8\uff0c\u5373\u5728\u987e\u5ba2\u5934\u8111\u91cc\u7ed9\u4ea7\u54c1\u5b9a\u4f4d\u3002\u5b9a\u4f4d\u7406\u8bba\u4e0d\u540c\u4e8e\u5f62\u8c61\u7406\u8bba\u7684\u662f\uff0c\u9996\u6b21\u660e\u786e\u63d0\u51fa\u4e86\u4ece\u6d88\u8d39\u8005\u89d2\u5ea6\u51fa\u53d1\uff0c\u4e3a\u6d88\u8d39\u8005\u63d0\u4f9b\u6709\u522b\u4e8e\u7ade\u4e89\u5bf9\u624b\u7684\u4ea7\u54c1\u3002\u56e0\u6b64\uff0c\u65e0\u8bba\u662f\u5728\u8425\u9500\u5b9e\u8df5\u8fd8\u662f\u7406\u8bba\u7814\u7a76\u4e2d\uff0c\u54c1\u724c\u5b9a\u4f4d\u90fd\u5907\u53d7\u91cd\u89c6\u3002<\/p>\n
2006\u5e74\uff0c\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\uff08Philip Kotler\uff09\u548c\u51ef\u6587\u00b7\u51ef\u52d2(Kevin Lane Keller)\u6307\u51fa\uff0c\u54c1\u724c\u5b9a\u4f4d\u662f\u8425\u9500\u6218\u7565\u7684\u6838\u5fc3\uff0c\u662f\u6307\u8bbe\u8ba1\u516c\u53f8\u7684\u4ea7\u54c1\u670d\u52a1\u548c\u5f62\u8c61\uff0c\u4ece\u800c\u5728\u76ee\u6807\u987e\u5ba2\u7684\u5fc3\u76ee\u4e2d\u5360\u636e\u72ec\u7279\u7684\u4ef7\u503c\u5730\u4f4d\u3002\u54c1\u724c\u5b9a\u4f4d\u80fd\u8bbe\u5b9a\u8425\u9500\u65b9\u6848\u548c\u6d3b\u52a8\u7684\u6218\u7565\u6027\u65b9\u5411\uff0c\u89c4\u5b9a\u54c1\u724c\u5728\u5e02\u573a\u4e0a\u7684\u201c\u6d3b\u52a8\u201d\u8303\u56f4\u3002\u56e0\u6b64\uff0c\u786e\u5b9a\u54c1\u724c\u5b9a\u4f4d\u6210\u4e3a\u51ef\u6587\u00b7\u51ef\u52d2(Kevin Lane Keller)\u6218\u7565\u54c1\u724c\u7ba1\u7406\u6d41\u7a0b\u201c\u56db\u6b65\u66f2\u201d[1]<\/sup><\/sup><\/a> \u4e2d\u7684\u7b2c\u4e00\u6b65\uff0c\u5176\u76ee\u7684\u662f\u5728\u987e\u5ba2\u5fc3\u76ee\u4e2d\u5efa\u7acb\u6838\u5fc3\u54c1\u724c\u8054\u60f3\uff0c\u4e0e\u7ade\u4e89\u54c1\u724c\u5f62\u6210\u5dee\u5f02\uff0c\u5efa\u7acb\u7ade\u4e89\u4f18\u52bf\u30022008\u5e74Keller\u8fdb\u4e00\u6b65\u63d0\u51fa\u4e86\u8fdb\u884c\u5b9a\u4f4d\u7684\u7406\u8bba\u65b9\u6cd5\uff0c\u5373\u5b9a\u4f4d\u6846\u67b6\uff08POP\/POD\uff09\u3002Keller\u6307\u51fa\uff0c\u5728\u8fdb\u884c\u54c1\u724c\u5b9a\u4f4d\u65f6\uff0c\u4e00\u65e6\u901a\u8fc7\u8fa8\u8bc6\u76ee\u6807\u5e02\u573a\u548c\u7ade\u4e89\u6027\u8d28\uff0c\u786e\u5b9a\u4e86\u5408\u9002\u7684\u7ade\u4e89\u53c2\u7167\u6846\u67b6\uff0c\u54c1\u724c\u5b9a\u4f4d\u7684\u57fa\u7840\u672c\u8eab\u5c31\u53ef\u4ee5\u786e\u5b9a\u4e0b\u6765\u3002\u5dee\u5f02\u70b9\uff08points of difference, POD\uff09\u8054\u60f3\u548c\u5171\u540c\u70b9\uff08points of parity, POP\uff09\u8054\u60f3\u662fKeller\u5728\u54c1\u724c\u5b9a\u4f4d\u4e2d\u5f3a\u8c03\u7684\u91cd\u70b9\uff0cPOD\u662f\u6d88\u8d39\u8005\u611f\u77e5\u7684\u4e0e\u7279\u5b9a\u54c1\u724c\u76f8\u8054\u7cfb\u7684\u5c5e\u6027\u548c\u5229\u76ca\uff0c\u6d88\u8d39\u8005\u5bf9\u8fd9\u4e9b\u5c5e\u6027\u548c\u5229\u76ca\u5177\u6709\u79ef\u6781\u3001\u6b63\u9762\u7684\u8bc4\u4ef7\uff0c\u5e76\u4e14\u76f8\u4fe1\u7ade\u4e89\u54c1\u724c\u65e0\u6cd5\u8fbe\u5230\u76f8\u540c\u7684\u7a0b\u5ea6\uff1bPOP\u5219\u662f\u90a3\u4e9b\u4e0d\u4e00\u5b9a\u4e3a\u8be5\u54c1\u724c\u6240\u72ec\u6709\uff0c\u800c\u5b9e\u9645\u4e0a\u53ef\u80fd\u4e0e\u5176\u4ed6\u54c1\u724c\u5171\u4eab\u7684\u8054\u60f3\u3002Keller\u4ece\u7406\u8bba\u5c42\u9762\u63d0\u51fa\u7684\u54c1\u724c\u5b9a\u4f4d\u5b9e\u6218\u65b9\u6cd5\uff0c\u5177\u6709\u5f88\u5f3a\u7684\u64cd\u4f5c\u6027\u3002<\/p>\n \u4e09\u3001\u54c1\u724c\u8d44\u4ea7\u7406\u8bba\u7684\u8bde\u751f\u00a0<\/p>\n 20\u4e16\u7eaa90\u5e74\u4ee3\uff0c\u968f\u7740\u79d1\u6280\u7684\u8fdb\u6b65\u3001\u6d88\u8d39\u8005\u9700\u6c42\u7684\u53d8\u5316\uff0c\u5e02\u573a\u7ade\u4e89\u4e0d\u65ad\u52a0\u5267\u3002\u9891\u9891\u53d1\u751f\u7684\u516c\u53f8\u5e76\u8d2d\u6d6a\u6f6e\u4e2d\uff0c\u5f3a\u52bf\u54c1\u724c\u4ee5\u6570\u5341\u500d\u4e8e\u5176\u6709\u5f62\u8d44\u4ea7\u7684\u4ef7\u683c\u51fa\u552e\uff0c\u518d\u52a0\u4e0a\u9891\u7e41\u7684\u4ef7\u683c\u6218\u538b\u529b\u7b49\u5e02\u573a\u56e0\u7d20\uff0c\u4f7f\u5f97\u516c\u53f8\u66f4\u52a0\u91cd\u89c6\u54c1\u724c\u7684\u5e02\u503c\u548c\u589e\u503c\uff0c\u81f4\u4f7f\u54c1\u724c\u8d44\u4ea7\u7406\u8bba\u5728\u8425\u9500\u754c\u5174\u8d77\uff0c\u8fd9\u662f\u54c1\u724c\u7406\u8bba\u9886\u57df\u6700\u91cd\u5927\u7684\u8fdb\u5c55\uff0c\u540c\u65f6\u4e5f\u8868\u660e\u8be5\u9886\u57df\u8fbe\u5230\u4e86\u4e00\u4e2a\u65b0\u7684\u9ad8\u5cf0\u3002<\/p>\n \u54c1\u724c\u8d44\u4ea7\u7406\u8bba\u4e2d\u6700\u6770\u51fa\u7684\u8d21\u732e\u8005\u662f\u5927\u536b\uff0eA\uff0e\u827e\u514b\u3002\u4ed6\u6307\u51fa\uff0c\u6784\u7b51\u54c1\u724c\u8d44\u4ea7\u76845\u5927\u5143\u7d20\u662f\uff1a\u54c1\u724c\u77e5\u6653\u3001\u54c1\u724c\u77e5\u540d\u3001\u54c1\u724c\u7f8e\u8a89\u3001\u54c1\u724c\u5fe0\u8bda\u548c\u5176\u4ed6\u72ec\u6709\u8d44\u4ea7\u3002\u54c1\u724c\u8d44\u4ea7\u7efc\u5408\u4e86\u6d88\u8d39\u8005\u6001\u5ea6\u548c\u884c\u4e3a\u4ee5\u53ca\u5e02\u573a\u624b\u6bb5\u7b49\uff0c\u7ef4\u7cfb\u7740\u4f01\u4e1a\u4ea7\u54c1\u4e0e\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u5173\u7cfb\uff0c\u63d0\u5347\u4e86\u54c1\u724c\u77e5\u540d\u5ea6\u3001\u54c1\u724c\u7f8e\u8a89\u5ea6\u548c\u54c1\u724c\u5fe0\u8bda\u5ea6\uff0c\u4ece\u800c\u589e\u5f3a\u4e86\u54c1\u724c\u7684\u589e\u503c\u83b7\u5229\u80fd\u529b\u3002<\/p>\n \u4e4b\u540e\uff0cKeller\u4ece\u6d88\u8d39\u8005\u7684\u89c6\u89d2\u5f3a\u8c03\u4e86\u54c1\u724c\u8d44\u4ea7\u7684\u6765\u6e90\uff0c\u8ba4\u4e3a\u54c1\u724c\u8d44\u4ea7\u662f\u987e\u5ba2\u54c1\u724c\u77e5\u8bc6\u5bf9\u4e8e\u8425\u9500\u6d3b\u52a8\u7684\u5dee\u5f02\u5316\u53cd\u5e94\u3002\u4e8e\u662f\uff0c\u54c1\u724c\u77e5\u8bc6\u6210\u4e3a\u54c1\u724c\u7406\u8bba\u7684\u6838\u5fc3\u6982\u5ff5\uff1b\u54c1\u724c\u77e5\u8bc6\u662f\u5982\u4f55\u6784\u6210\u7684\uff0c\u5982\u4f55\u5b9e\u8bc1\u6d4b\u91cf\u54c1\u724c\u77e5\u8bc6\u7b49\u95ee\u9898\u6210\u4e3a\u65b0\u7684\u7814\u7a76\u70ed\u70b9\u3002\u5728\u8fd9\u4e2a\u9636\u6bb5\uff0c\u54c1\u724c\u54a8\u8be2\u516c\u53f8\u5728\u670d\u52a1\u4e2d\u63d0\u51fa\u4e86\u82e5\u5e72\u79cd\u54c1\u724c\u8d44\u4ea7\u6d4b\u91cf\u6a21\u578b\uff0c\u4e3b\u8981\u5305\u62ecYong\u548cRubicam\u7684\u54c1\u724c\u8d44\u4ea7\u8bc4\u4f30\u7cfb\u7edf\uff08BAV\uff09\u3001\u56fd\u9645\u5e02\u573a\u7814\u7a76\u96c6\u56e2\u7684\u8d44\u4ea7\u5f15\u64ce\u6a21\u578b\uff08Equity Engine\uff09\u4ee5\u53caInterbrand\u548cFinance World\u7684\u54c1\u724c\u8d44\u4ea7\u8bc4\u4f30\u6a21\u578b\u7b49\uff0c\u5bf9\u4f01\u4e1a\u7684\u54c1\u724c\u7ba1\u7406\u53ca\u4ea4\u6613\u5f62\u6210\u4e86\u6709\u6548\u7684\u652f\u6301\u3002\u503c\u5f97\u6ce8\u610f\u7684\u662f\uff0cKeller\u5728\u603b\u7ed3\u524d\u4eba\u57fa\u7840\u4e0a\u521b\u5efa\u7684CBBE\u6a21\u578b\u6781\u5177\u8986\u76d6\u5305\u5bb9\u6027\uff0c\u5728\u54c1\u724c\u8d44\u4ea7\u7814\u7a76\u9886\u57df\u5177\u6709\u91cc\u7a0b\u7891\u5f0f\u7684\u610f\u4e49\u548c\u5730\u4f4d\u3002<\/p>\n \u2026\u2026<\/p>\n","protected":false},"excerpt":{"rendered":" \u4e00\u3001\u54c1\u724c\u5f62\u8c61\u7406\u8bba\u7684\u8bde\u751f 20\u4e16\u7eaa50\u5e74\u4ee3\u4ee5\u524d\uff0c\u5c31\u5168\u7403\u800c\u8a00\uff0c\u4ea7\u54c1\u5904\u4e8e\u77ed\u7f3a\u65f6\u4ee3\uff0c\u5e02\u573a … \u7ee7\u7eed\u9605\u8bfb