再舉一個(ge)例子，比(bi)如(ru)說(shuo)boss直(zhi)聘，他(ta)(ta)就(jiu)告訴你(ni)一句話，叫找工(gong)作跟(gen)老板(ban)(ban)談。他(ta)(ta)們(men)(men)(men)公司可(ke)能也(ye)有(you)很多(duo)的(de)(de)(de)(de)優(you)勢(shi)，他(ta)(ta)們(men)(men)(men)的(de)(de)(de)(de)品(pin)牌(pai)也(ye)可(ke)能還(huan)有(you)很多(duo)的(de)(de)(de)(de)優(you)勢(shi)。但是(shi)他(ta)(ta)們(men)(men)(men)只突出一個(ge)核(he)心(xin)(xin)要點叫找工(gong)作就(jiu)跟(gen)老板(ban)(ban)談。所以(yi)你(ni)可(ke)以(yi)看(kan)到，我們(men)(men)(men)雖然有(you)很多(duo)的(de)(de)(de)(de)優(you)勢(shi)，為什么產(chan)品(pin)還(huan)賣不好，品(pin)牌(pai)還(huan)打不出去(qu)，定(ding)(ding)(ding)(ding)位(wei)還(huan)不夠清(qing)晰(xi)。就(jiu)是(shi)因為我們(men)(men)(men)想宣傳的(de)(de)(de)(de)太(tai)多(duo)了，我們(men)(men)(men)應(ying)該提煉(lian)出一個(ge)核(he)心(xin)(xin)點，給消費者留(liu)下一個(ge)核(he)心(xin)(xin)的(de)(de)(de)(de)印象，然后形成你(ni)的(de)(de)(de)(de)心(xin)(xin)智定(ding)(ding)(ding)(ding)位(wei)。那么我們(men)(men)(men)應(ying)該如(ru)何做心(xin)(xin)智定(ding)(ding)(ding)(ding)位(wei)呢(ni)？通(tong)過八(ba)個(ge)維度(du)加三個(ge)要點去(qu)確定(ding)(ding)(ding)(ding)我們(men)(men)(men)的(de)(de)(de)(de)心(xin)(xin)智定(ding)(ding)(ding)(ding)位(wei)。心(xin)(xin)智定(ding)(ding)(ding)(ding)位(wei)的(de)(de)(de)(de)八(ba)個(ge)維度(du)分別是(shi)人群定(ding)(ding)(ding)(ding)位(wei)、品(pin)類定(ding)(ding)(ding)(ding)位(wei)、產(chan)品(pin)定(ding)(ding)(ding)(ding)位(wei)、功能定(ding)(ding)(ding)(ding)位(wei)、渠道定(ding)(ding)(ding)(ding)位(wei)、價(jia)格定(ding)(ding)(ding)(ding)位(wei)、情感定(ding)(ding)(ding)(ding)位(wei)、文化(hua)定(ding)(ding)(ding)(ding)位(wei)。
這(zhe)八個(ge)(ge)維(wei)(wei)(wei)度(du)都(dou)可以(yi)讓(rang)你(ni)指向三(san)(san)個(ge)(ge)要(yao)(yao)點(dian)，就(jiu)(jiu)是(shi)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)詞(ci)(ci)，定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)語(yu)和(he)支(zhi)(zhi)(zhi)撐點(dian)。八個(ge)(ge)維(wei)(wei)(wei)度(du)和(he)三(san)(san)個(ge)(ge)要(yao)(yao)點(dian)是(shi)什么(me)關系(xi)？就(jiu)(jiu)是(shi)通過(guo)這(zhe)八個(ge)(ge)維(wei)(wei)(wei)度(du)讓(rang)你(ni)尋找到這(zhe)三(san)(san)個(ge)(ge)核心的(de)要(yao)(yao)點(dian)，也就(jiu)(jiu)是(shi)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)詞(ci)(ci)，定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)語(yu)和(he)支(zhi)(zhi)(zhi)撐點(dian)。當(dang)你(ni)明確(que)了這(zhe)個(ge)(ge)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)詞(ci)(ci)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)語(yu)和(he)支(zhi)(zhi)(zhi)撐點(dian)的(de)時候，你(ni)的(de)品牌(pai)(pai)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)也就(jiu)(jiu)清楚(chu)了。你(ni)可以(yi)通過(guo)一個(ge)(ge)維(wei)(wei)(wei)度(du)去(qu)確(que)定(ding)(ding)(ding)(ding)(ding)你(ni)的(de)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)詞(ci)(ci)，定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)語(yu)和(he)支(zhi)(zhi)(zhi)撐點(dian)，也可以(yi)通過(guo)兩個(ge)(ge)維(wei)(wei)(wei)度(du)或三(san)(san)個(ge)(ge)維(wei)(wei)(wei)度(du)，甚(shen)至是(shi)五個(ge)(ge)維(wei)(wei)(wei)度(du)的(de)組(zu)合來(lai)去(qu)確(que)定(ding)(ding)(ding)(ding)(ding)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)詞(ci)(ci)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)語(yu)和(he)支(zhi)(zhi)(zhi)撐點(dian)，然后以(yi)此來(lai)確(que)定(ding)(ding)(ding)(ding)(ding)你(ni)的(de)品牌(pai)(pai)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)。
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