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什么样的分析有助于品牌战略的正确性?

热度 1已有 1816703 次阅读2019-9-20 11:29 |系统分类:营销实战

《SUNZIBINGFA》KAIPIAN“JIPIAN”ZHONGDE“JI”JIUSHIFENXIDEYISI,SUNZIBINGFASHANGSHUO:“GUJINGZHIWUSHI,XIAOZHIYIJI,ERSUOQIQING。”YISIJIUSHIYAOTONGGUOWUGEFANGMIANDEFENXI,ERQIEYAOBUDUANDUIBIFENXI,GAOQINGCHUDUIFANGDEQINGKUANG。PINPAIYINGXIAOZUIZHONGYAODEDIYIBUYEBIXUSHIZHENGQUEDEFENXI。NEIMEWENTILAILE:ZENMEFENXI?FENXINAXIENEIRONGJIAOWEIYOUXIAONI?

WOGERENBIJIAOXIHUANDESHISIWEIFENXI:TONGGUODUIXINGYEFENXI、YONGHUFENXI、JINGZHENGDUISHOUFENXIJIZISHENFENXI,ZHAODAOYIGELANHAISHICHANG,HUOZHEZHAODAOYIGECHAYIHUADELUXIAN,HUOZHEZHAODAOYIGEXIAOFEITONGDIANDENGDOUSHIDUIJIEXIALAIDEPINPAIZHANLVEGUIHUAFEICHANGYOUYONGDEXINXI。

SHOUXIAN,TONGGUOSOUJIZILIAOLEJIEXINGYEXIANZHUANG,DUIXINGYEMIANLINDEWENTIJIFAZHANQUSHIYOUSUOYUPAN,BINGZHAODAOQIYEJIYU;JIEXIALAIZUOYONGHUFENXI,LEJIEPINPAIYONGHUSHISHEI,LEJIETAMENDEXIAOFEIPIANHAOHEJIAZHIGUAN,CAINENGJINGZHUNBAWOPINPAIDUIYONGHUDELIYIDIAN;HAIYAODONGXIJINGZHENGDUISHOUSHANGYEMOSHI、JINGZHENGDUISHOUYOULIESHI、JINGZHENGDUISHOUJINQIDONGTAI,YIBIANQIYEJISHIZUOCHUJINGZHENGZHANLVEDEDIAOZHENG;ZUIHOUJIEHEYISHANGXINGYEFENXI、YONGHUFENXI、JINGZHENGDUISHOUFENXI,ZHAOCHUPINPAIZISHENYOUSHI,YIGEPINPAIDEDINGWEIBIANYOULECHUBUFANGXIANG。

行业分析,预判行业机遇

1.行业分析对于品牌战略的重要性

SOUJIXINGYEZILIAOLAILEJIEXINGYEFAZHANXIANZHUANG,BINGDUIXINGYEXIANJIEDUANMIANLINGUANJIANWENTIJIWEILAIFAZHANQUSHIYOUSUOYUPAN,WEIPINPAIZHAODAOXINDEJIYU,CAISUANSHIDUIPINPAIZHANLVEGUIHUAYOUYIYIDEXINGYEFENXI。YIGEWANZHENGXINGYEFENXIYINGGAIBAOKUOXINGYEFAZHANLICHENG、XINGYEHONGGUANHUANJINGFENXI、WEILAIJINIANXINGYEFAZHANQUSHIJIJIYU。ZHEIJINIANDASHUJUDEFAZHANDUIXINGYEQUSHIFENXIYUELAIYUEZHIJIEYOUXIAO,HENDUOHONGGUANBAOGAO,DOUNENGZHICHUXINGYEDEFAZHANJIYU,CAINAJIUJINJINGENZONGXIAOFEIPINSHISANGEXINGYE,HUOQUSHISANGEXINGYEDEQUSHIBAOGAO。

2.分析行业发展历程

XINGYEFAZHANLICHENGBIJIAORONGYILIJIE,TONGGUODALIANGSOUJIZILIAO,ZUIHOUZONGJIECHUZIBENXINGYEMENGYAYILAIZHIJINRIDEFAZHANLICHENG,YEKESHUOSHIXINGYEFAZHANZHOUQI。

3.分析行业宏观环境

KEYONGPESTFENXIDUIXINGYEFAZHANJINXINGHONGGUANHUANJINGFENXI,TONGCHANGSHICONGZHENGCE、JINGJI、SHEHUIHEJISHUZHEISIGEFANGMIANLAIFENXIGONGSIWAIBUHUANJING。

ZHENGCEHUANJINGZHUYAOBAOKUOZHENGFUZHENGCE、FALVDENG,BIRUGAIXINGYEXIANGGUANFALVYOUNAXIE?DUIQIYEYOUHEYINGXIANG?JINGJIHUANJINGZHUYAOZHIYIGEGUOJIADEGUOMINSHOURU、XIAOFEIZHESHOURUSHUIPINGDENG,JUEDINGZHEQIYEWEILAISHICHANGNENGZUODUODA。SHEHUIHUANJINGZHUYAOBAOKUOYIGEDIQUDERENKOU、NIANLING、SHOURUFENBU、GOUMAIXIGUAN、JIAOYUSHUIPINGDENG。JISHUHUANJINGZHIWAIBUJISHUDUIGONGSIFAZHANDEYINGXIANG。

4.分析行业未来几年发展

JIEHEXINGYEHONGGUAN、WEIGUANHUANJINGYIJIYONGHUDEXIAOFEIXINGWEIBIANHUAQUYUPANXINGYEFAZHANQUSHI,WANGWANGXINGYELICHENGDEZHUANZHEDIANHUIDANSHENGXINGYEJIYU。BIRU2016NIANYILAI,YOUYUYANGNAIFENANQUANSHIGUPINFA、NAIFENXIANGOUJI“QUANMIANERHAI”ZHENGCE,GUOCHANNAIFENKAISHICHUXIANHUIFUXINGZENGZHANG。TONGGUODUINAIFENXINGYEZONGHEFENXI,WOMENZAIFUWUJUNLEBAORUYEDESHIHOUJIURENWEIZUOWEIGUOCHANNAIFENPINZHIDAIBIAO,QISHICHANGZHANLVEYINGGAIJIXUSHENGENGSANSIXIANCHENGSHI,DANSHIPINPAICHUANBOZHANLVEKEZHUJIANXIANGYIERXIANCHENGSHIXINGJIN,BIYAOSHIJINRUXIANGGANGSHICHANGXIAOSHOU,BUDUANBAGAOPINPAIJIAZHIGAN。

用户分析,找准用户需求

1.用户物理属性分析

RUHELEJIEYONGHUSHISHEI?MUQIANKEYIXIANTONGGUODASHUJULAIPANDUANMUBIAOYONGHUXINGBIE、NIANLING、SHOURUSHUIPINGDENG,DANZHEIYUANYUANBUGOU,HAIYAOZUOSHIDISHICHANGDIAOYAN,ZHIJIEYUDAOGOU、XIAOFEIZHEDUIHUA,LEJIEYONGHUJIBENTEZHENG,TEBIESHIYAOLEJIEXIAOFEITONGDIAN,ZAIXIEFENXIBAOGAOZHONGYIRENWUBIAOQIANLAIMIAOHUIYONGHUWULISHUXINGHUIGENGZHIGUAN。

2.用户精神属性分析

LEJIEYONGHUSHIZENYANGYIGEXIANHUODEREN。YONGHUXIHUANDEOUXIANG、ZHUIDEJUJIZENMEANPAIZIJIDEZHOUMO,DOUSHIZAIZUOYONGHUDIAOYANSHIXUGUANZHUDEXINXI;YONGHUJIAZHIGUANYUXIHAOJUEDINGTAMENXUANZEZENYANGDECHANPIN,XIHUANZENYANGDECHUANBONEIRONG、HAIYOUSHENMEXUQIUWEIBEIMANZUYIJIDUIZHEILEICHANPINDEKANFA。

LIRUDIAOYANFAXIAN:JUNLEBAODEYONGHUGENGXIHUANJIEDIQIDEDUANSHIPIN,JIESHOUNEIRONGDEQUDAOGENGXIGUANYONGSHOUJILIULANQIHEWEIXINGONGZHONGHAO,ZAIXIAZAICHUIZHIZHUANYEAPPSHANG,TAMENHENSHAOHUAXINSIQUKANDADUANDEKEPULEIDERUANWEN。YINCIZHEIYEJIUJUEDINGJUNLEBAOMIANDUIXINSHIDAIMAMAMENDEMEIJIEDEXUANZE,KEYIYIWEIXIN、WEIBOGUANGGAO、DOUYINJILIULANQISOUSUOGUANGGAOWEIZHU。

3.用户购买决策要素

CONGYONGHUXIAOFEICHANGJINGZHONGZHAOCHUJUECEDEZHONGYAOYINSU,ZAIXIANSHANGZHAOXIANGGUANYONGHUDEFENXIBAOGAO,TONGSHIZAIXIANXIAKEYIYONGWENJUANFANGTANJIKAIZHANZUOTANHUIDEFANGSHILAIZHAODAOYONGHUGOUMAIDEJUEDINGXINGYAOSU。WORENWEIWANSHANDEYONGHUFENXI,JIANGSHICONGYONGHUWULITEZHENG、JINGSHENTEZHENGHEJUECEYAOSUSANDAWEIDUHAIYUANLITIMUBIAOYONGHUHUAXIANG,RANGPINPAIGENGJINGZHUNBAWOYONGHUXUQIU,WANCHENGCHAYIHUASHICHANGDINGWEI。

竞争对手分析,制定差异化战略

1.竞争对手评估维度

QISHIJINGZHENGCONGBUTONGSHIJIAOKAN,JINGZHENGDUISHOUSHIBUYIYANGDE。YITCLDIANSHIWEILI,CHUANTONGJIEDINGJINGZHENGDUISHOUDEFANGSHIQISHISHICONGCHANPINCHUFA,RUTCLDIANSHIDEJINGZHENGDUISHOUKENENGSHICHUANGWEI、HAIXIN,DANRUGUOCONGGUKEXUQIUCHUFADEHUA,TONGYANGMANZUGUKEKANDIANSHIKANSHIPINXUQIUDE,TCLDEJINGZHENGDUISHOUJIUSHITENGXUNSHIPIN、XIAOMIDIANSHIZHEILEIHULIANWANGSHIPINPINGTAIHUOZHEHULIANWANGDIANSHILE。

SUOYI,WOMENYIBANKEYIKAOLVCONGSANGEBUTONGCENGCIDUIJINGZHENGDUISHOUJINXINGPINGGUHEPANDUAN。

PINPAIJINGZHENGZHE:YIQIYEXIANGSIJIAGEXIANGXIANGTONGDEGUKETIGONGLEISIDECHANPINHUOZHEFUWU,ZHISHIBUTONGDEPINPAIERYI。LIRU,DUIHAIERJIADIANLAISHUO,TCL、HAIXIN、SONYDENGDOUSHIZHIJIEPINPAIJINGZHENGDUISHOU。

XINGYEJINGZHENGZHE:SHIZHIBAZHIZAOTONGLEICHANPINDEZHIZAOSHANGJUNSHIWEIJINGZHENGZHE。

YIBANJINGZHENGZHE:SHIZHIBASUOYOUNENGGOUZHENGQUDEGUKEJIXIAOSHOUEDEQIYEJUNSHIWEIJINGZHENGZHE。LIRU,DUIQICHEZHIZAOSHANGERYAN,HUIBADICHANSHANG、LVXINGSHEYIJIGAODANGNAIYONGCHANPINZHIZAOSHANGSHIWEIJINGZHENGDUISHOU。

2.竞争者分析对于品牌战略规划的作用

NENGQUEDINGJINGZHENGDUISHOUSHIFENXIDEZUIDICENGCI,NENGFENXIDUISHOUZHUANGKUANGSHIDIERCENGCI,ZUIGAOCENGCISHITONGGUOJINGZHENGFENXIZHIDINGCELVEHOUNENGGOUYINDAODUISHOUDESHICHANGXINGWEI。YOUQISHIZAIZUOPINPAIZHANLVEGUIHUASHI,CONGYIPIANHONGHAISHICHANGZHONGZHAODAOKONGBAISHICHANG——YIPIANWURENJINGZHENGHUOZHESHAORENJINGZHENGDELANHAI,WANGWANGDEYIYUJINGZHENGFENXIDESHENDU。

YIGEPINPAIXUYAOZUOZHANLVEGUIHUA,XUYAOFENXIJINGPINDEPINPAICELVE、CHANPINCELVE、QUDAOCELVE、JIAGECELVEDENG。PINPAICELVEBAOKUOPINPAIDINGWEIJIHEXINSUQIU、PINPAICHUANBONEIRONGJICHUANBOJIEZOUDENG;CHANPINCELVEBAOKUOCHANPINXIANGUIHUA、CHANPINJIAGE、DINGWEI、BAOZHUANGDENG;QUDAOCELVEBAOKUOQUDAOPUSHEQINGKUANG、WEILAIQUDAOCELVE。DANMEIYOUYIGEJINGPINFENXIMOXINGSHIFANGZHISIHAIERJIEZHUNDE,ZAIFUWUXIANGMUZHONGZHENDUIXINGFENXITILIANCHUJINGPINFENXIBAOGAO,DUIPINPAIZHANLVEGUIHUAYOUFANGXIANGXINGZUOYONG。

自身分析,优势聚焦传播

WORENWEISUOYOUFEIDAZONGSHANGPIN,DOUNENGBEIFUYUDUTEYOUSHI,ZHONGYAODESHI,QIYEYOUMEIYOUNENGLI“ZHAOCHULAI,JIAOCHUQU”。YIDANFAXIANLE“KEHUHENXUYAO、DUISHOUMEIZUODAO、ZIJIHENSHANZHANG”DENEIGE“YOUSHI”,YEJIUZHAODAOLEPINPAIQIDIAN。PINPAIYOUSHICHUANDADEBINGFEIQIYEGUANGGAOYU,YEFEICHANPINMAIDIAN,ERSHIYIGEZHENGZHONGCHENGNUO。BIRU,XIAOMIGUCANGDE“CHANPINCHUANGYE”,KEYONGSWOTFENXIFANGFAXUNZHAOCHUQIYEYOUSHI,FENXIQIYEYOUSHI、LIESHI、JIHUIHEWEIXIE。QIZHONG,YOULIESHIFENXIZHUYAOSHIQIYEZISHENSHILIYUJINGZHENGDUISHOUBIJIAO,ERJIHUIHEWEIXIESHIZAIWAIBUHUANJINGBIANHUAJIDUIQIYEYINGXIANGSHANG。ZONGHEFENXIDECHUQIYEZISHENNEIBUYOUSHIJIWAIBUJIHUI,ZHAOCHUYOUSHIBUNAN,NANDESHIRUHELIYONGYOUSHI。

1.细分市场,找到市场空缺

CAINAFUWUDEMAIXUANLAOPOBING,YUNYONGXIFENSHICHANGZHANLVE,ZHAODAOSHICHANGKONGQUE,JUJIAO“SUPI”PINLEI,GAIBIANYONGHUDUIPINLEIRENSHIDEPIANCHA;FUWUDEHUANGLAOWUHUASHENGSU,TONGGUOYOUSHIFENXIRANGQIFANGDA“CHUANSU”ZHEIGEQUANXINPINLEI,RANGHUANGLAOWUCHUANSUCHENGWEISICHUANDEDAIBIAO,ZAIXIAOFEIZHEXINZHIZHONGXINGCHENGBUSHISUOYOUHUASHENGSUDOUSHICHUANSUDEXINZHIZHANWEI,FANGDALEHUANGLAOWUDECHANPINJIEGOU,XIAOLIANGYEYINCIXUNSUTISHENG。

2.优势需要聚焦传播

DUI“DIDAOCHUANSUHUANGLAOWU”JINXINGHUANGLAOWUPINPAILINIANQUANFANGWEICHUANDI,BINGQIEDAZAOCHUYIGEPINPAIIPXINGXIANG,JIANGPINPAIRENGEHUA,DAZAODUSHUYUHUANGLAOWUDEGERENXINGXIANG。

SIWEIFENXI,NENGGOUYOULIDIFAXIANSHICHANGJIYU、XIAOFEIXUQIUYUTONGDIAN、JINGZHENGZHONGDEKONGBAIQUYUYIJIRUHEFAHUIZUIDAYOUSHICHUANBOZIJI。DANSHIWOXIANGGAOSUDAJIADESHIMEIYOURENHEYIGELILUNMOXINGNENGGOUFANGZHISIHAIERJIEZHUN,ZHENDUIBUTONGDEQIYEFAZHANQINGKUANGCAIYONGBUTONGDEFANGFA,XIANGBIYULILUNMOXING,ZHANGQISHIZHANJINGYANJIASHANGSHENDUSIKAONENGLIXIANDEGENGZHONGYAO。


本文刊载于《销售与市场》杂志管理版2019年09期,转载请注明出处。(作者: 朱玉童专栏)
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