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1RolandBerger–StrategyConsultantsBJS-C198943-200199-01-16-PPT消费者构成与广告的定位惊人相似，说明了准确价值定位和极高的沟通效率Source:RolandBerger&Partners坚实刺激解决方案价格E+–RN自然自然明智购物明智购物体验体验个性化个性化刺激有趣刺激有趣全面成本全面成本公平公平纯粹纯粹新颖/“酷”新颖/“酷”无忧无虑无忧无虑活力活力安静安静质量质量服务服务归属感归属感价格意识价格意识热情热情经典经典24/724/7舒适舒适斯沃奇Source:RolandBerger&Partners,rbProfilerVersionIV.7“Atthismoment”的价值定位2RolandBerger–StrategyConsultantsBJS-C198943-200199-01-16-PPT通过罗兰•贝格价值profiler研究过的著名品牌的价值定位Source:RolandBerger&PartnersE+–RE+–RE+–RE+–RVolkswagenE+–RAldiE+–RNikeNASAGreenpeace+–R+ESonyE+–RH&MMarlboro[E-][E+][R+][R-][E-/R+][R-/E+][E+/R-][E-/E+]3RolandBerger–StrategyConsultantsBJS-C198943-200199-01-16-PPTSource:RolandBerger&PartnersE+–RE+–R不完整不完整E+–RE+–R罗兰•贝格公司研究并确定了四种品牌价值结构和定位逻辑问题E+–RE+–R分散化分散化Ad1Ad2Ad3Ad1Ad3Ad2不持续不持续Product1Product2Year1Year2??E+–RE+–R相冲突相冲突Ad1Ad2Ad2Ad1Ad24BJS-C198943-200199-01-16-PPTRolandBerger–StrategyConsultantsB.战略性品牌管理的流程5RolandBerger–StrategyConsultantsBJS-C198943-200199-01-16-PPT战略性品牌管理是一个包括三个阶段八个步骤的项目过程Source:RolandBerger&Partners制定并确定消费者的相关需求1根据消费者的需求进行市场服务2从消费者角度进行品牌和知名度的调查3品牌使用者的调查(包括竞争品牌)4品牌问题分析(包括竞争品牌)5从战略角度对品牌结构和价值陈述进行差异化6创建品牌手册7开始分析1启动分析2评估战略定位管理IIIIII阶段阶段持续监控当新需求产生时品牌沟通86RolandBerger–StrategyConsultantsBJS-C198943-200199-01-16-PPT利用罗兰•贝格Profiler工具所做的三项分析是高效品牌管理的前提制定并确认消费者的需求"Price"FairNew&CoolThrill&FunCustomizedComfortSmartShoppingTotalCostBasicQualityServiceClanningNatureActiveProven–ER+消费者细化品牌沟通现状FairNew&CoolThrill&FunCustomizedComfortSmartShoppingTotalCostBasicQualityServiceClanningNatureActiveProven–ER+消费者角度的品牌分析FairNew&CoolThrill&FunCustomizedComfortSmartShoppingTotalCostBasicQualityServiceClanningNatureActiveProven–ER+研讨会定性分析定量分析品牌沟通分析-22-1)Alphabeticalorder,novaluejudgementmade2)Underscored:AlsodriversofconsumersatisfactionAllconsumerneedsanddriversofcustomersatisfactionaredefinedbyatypical"statement"(2)Customized•Productsandservicesshouldbetailoredtosuitmypersonalneeds•Iloveallthingsunique•LuxuryknowsnoboundariesformeFair•Iwanttohaveaclearconscienceabouttheenvironment•WhenbuyingproductsImakesurethatnohumanexploitationoccurredduringtheproductionphaseNature•Ifeelbestoutintheopen,inthemidstofnature•Ihavefaithinthepowerofnature•IattachgreatvaluetonaturalproductsComfortConvenience•Idon'thavetimeforcomplicatedconventionalprocedures•Everythingshouldbeaseasyandconvenientaspossible•TakinganddosingtheproductshouldbeeasyandconvenientSource:RolandBerger&PartnersNew&Cool:Trend-orientedhedonism•Iwanttostandoutfromthecrowd•I'malwaysoneofthefirsttopickuponnewtrends•Itakegreatcarethatmyconsumption/behaviormakesthedesiredimpactonpeople•IlikebeingpraisedStatementBattery(2)1)2)市场调查品牌接受程度市场调查价值陈述分析发送原则接收原则Source:RolandBerger&Partners7RolandBerger–StrategyConsultantsBJS-C198943-200199-01-16-PPT为了尽可能继续某一特定市场，所有相关的消费者需求都应该得到明确的定义定义并明确相关的消费者需求Source:Rola...