{"id":540,"date":"2009-04-23T22:06:25","date_gmt":"2009-04-23T14:06:25","guid":{"rendered":""},"modified":"2010-02-12T12:27:37","modified_gmt":"2010-02-12T04:27:37","slug":"%e4%bb%80%e4%b9%88%e6%98%af%e5%93%81%e7%89%8c","status":"publish","type":"post","link":"https:\/\/inhaoxu.com\/blog\/?p=540","title":{"rendered":"\u4ec0\u4e48\u662f\u54c1\u724c"},"content":{"rendered":"

\uff08\u4e00\uff09\u54c1\u724c\u7684\u7531\u6765 <\/p>\n

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\uff08\u4e8c\uff09\u54c1\u724c\u7684\u5b9a\u4e49 <\/p>\n

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\n
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2\u3001\u54c1\u724c\u662f\u4e00\u79cd\u540d\u79f0\u3001\u672f\u8bed\u3001\u6807\u8bb0\u3001\u7b26\u53f7\u6216\u56fe\u6848\uff0c\u6216\u662f\u4ed6\u4eec\u7684\u76f8\u4e92\u7ec4\u5408\uff0c\u7528\u4ee5\u8bc6\u522b\u4f01\u4e1a\u63d0\u4f9b\u7ed9\u67d0\u4e2a\u6216\u67d0\u7fa4\u6d88\u8d39\u8005\u7684\u4ea7\u54c1\u6216\u670d\u52a1\uff0c\u5e76\u4f7f\u4e4b\u4e0e\u7adf\u4e89\u5bf9\u624b\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u76f8\u533a\u522b\u3002\uff08 \u5e02\u573a\u8425\u9500\u4e13\u5bb6\u83f2\u5229\u666e?\u79d1\u7279\u52d2\u535a\u58eb\uff09 <\/p>\n

3\u3001\u201c\u54c1\u724c\u201d\u662f\u4f01\u4e1a\u6216\u54c1\u724c\u4e3b\u4f53\uff08\u5305\u62ec\u57ce\u5e02\u3001\u4e2a\u4eba\u7b49\uff09\u4e00\u5207\u65e0\u5f62\u8d44\u4ea7\u603b\u548c\u7684\u5168\u606f\u6d53\u7f29\uff0c\u800c\u201c\u8fd9\u4e00\u6d53\u7f29\u201d\u53c8\u53ef\u4ee5\u4ee5\u7279\u5b9a\u7684\u201c\u7b26\u53f7\u201d\u6765\u8bc6\u522b\uff1b\u5b83\u662f\u4e3b\u4f53\u4e0e\u5ba2\u4f53\uff0c\u4e3b\u4f53\u4e0e\u793e\u4f1a\uff0c\u4f01\u4e1a\u4e0e\u6d88\u8d39\u8005\u76f8\u4e92\u4f5c\u7528\u7684\u4ea7\u7269\u3002 <\/p>\n

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1\u3001\u4ec0\u4e48\u662f\u4ea7\u54c1\uff08Product\uff09\u3002\u4ea7\u54c1\u662f\u6307\u80fd\u591f\u63d0\u4f9b\u7ed9\u5e02\u573a\uff0c\u88ab\u4eba\u4eec\u4f7f\u7528\u548c\u6d88\u8d39\uff0c\u5e76\u80fd\u6ee1\u8db3\u4eba\u4eec\u67d0\u79cd\u9700\u6c42\u7684\u4efb\u4f55\u4e1c\u897f\uff0c\u5305\u62ec\u6709\u5f62\u7684\u7269\u54c1\u3001\u65e0\u5f62\u7684\u670d\u52a1\u3001\u7ec4\u7ec7\u3001\u89c2\u5ff5\u6216\u5b83\u4eec\u7684\u7ec4\u5408\u3002\u4ea7\u54c1\u4e00\u822c\u53ef\u4ee5\u5206\u4e3a\u4e09\u4e2a\u5c42\u6b21\uff0c\u5373\u6838\u5fc3\u4ea7\u54c1\u3001\u5f62\u5f0f\u4ea7\u54c1\u3001\u5ef6\u4f38\u4ea7\u54c1\u3002\u6838\u5fc3\u4ea7\u54c1\u662f\u6307\u6574\u4f53\u4ea7\u54c1\u63d0\u4f9b\u7ed9\u8d2d\u4e70\u8005\u7684\u76f4\u63a5\u5229\u76ca\u548c\u6548\u7528\uff1b\u5f62\u5f0f\u4ea7\u54c1\u662f\u6307\u4ea7\u54c1\u5728\u5e02\u573a\u4e0a\u51fa\u73b0\u7684\u7269\u8d28\u5b9e\u4f53\u5916\u5f62\uff0c\u5305\u62ec\u4ea7\u54c1\u7684\u54c1\u8d28\u3001\u7279\u5f81\u3001\u9020\u578b\u3001\u5546\u6807\u548c\u5305\u88c5\u7b49\uff1b\u5ef6\u4f38\u4ea7\u54c1\u662f\u6307\u6574\u4f53\u4ea7\u54c1\u63d0\u4f9b\u7ed9\u987e\u5ba2\u7684\u4e00\u7cfb\u5217\u9644\u52a0\u5229\u76ca\uff0c\u5305\u62ec\u8fd0\u9001\u3001\u5b89\u88c5\u3001\u7ef4\u4fee\u3001\u4fdd\u8bc1\u7b49\u5728\u6d88\u8d39\u9886\u57df\u7ed9\u4e88\u6d88\u8d39\u8005\u7684\u597d\u5904\u3002 <\/p>\n

2\u3001\u4ec0\u4e48\u662f\u5546\u6807\uff08Trade Mark\uff09\u3002\u5546\u6807\u662f\u4e00\u79cd\u6cd5\u5f8b\u7528\u8bed\uff0c\u662f\u751f\u4ea7\u7ecf\u8425\u8005\u5728\u5176\u751f\u4ea7\u3001\u5236\u9020\u3001\u52a0\u5de5\u3001\u62e3\u9009\u6216\u8005\u7ecf\u9500\u7684\u5546\u54c1\u6216\u670d\u52a1\u4e0a\u91c7\u7528\u7684\uff0c\u4e3a\u4e86\u533a\u522b\u5546\u54c1\u6216\u670d\u52a1\u6765\u6e90\u3001\u5177\u6709\u663e\u8457\u7279\u5f81\u7684\u6807\u5fd7\uff0c\u4e00\u822c\u7531\u6587\u5b57\u3001\u56fe\u5f62\u6216\u8005\u5176\u7ec4\u5408\u6784\u6210\u3002\u7ecf\u56fd\u5bb6\u6838\u51c6\u6ce8\u518c\u7684\u5546\u6807\u4e3a\u201c\u6ce8\u518c\u5546\u6807\u201d\uff0c\u53d7\u6cd5\u5f8b\u4fdd\u62a4\u3002\u5546\u6807\u6ce8\u518c\u4eba\u4eab\u6709\u5546\u6807\u4e13\u7528\u6743\u3002 <\/p>\n

3\u3001\u4ec0\u4e48\u662f\u540d\u724c\uff08Famous Brand\uff09\u3002\u5bf9\u4e8e\u540d\u724c\u6700\u901a\u4fd7\u7684\u7406\u89e3\u5c31\u662f\u77e5\u540d\u54c1\u724c\u3002\u201c\u540d\u724c\u201d\u4e00\u8bcd\u7684\u51fa\u73b0\u5148\u4e8e\u54c1\u724c\u6982\u5ff5\uff0c\u5b83\u662f\u6211\u56fd\u7279\u5b9a\u73af\u5883\u4e0b\u7684\u4ea7\u7269\u3002 <\/p>\n

4\u3001\u4ec0\u4e48\u662f\u54c1\u724c\u8d44\u4ea7\uff08Brand Equity\uff09\u3002\u54c1\u724c\u8d44\u4ea7\u662f\u4e0e\u54c1\u724c\u3001\u54c1\u724c\u540d\u79f0\u548c\u6807\u5fd7\u76f8\u8054\u7cfb\uff0c\u80fd\u591f\u589e\u52a0\u6216\u51cf\u5c11\u4f01\u4e1a\u6240\u9500\u552e\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u4ef7\u503c\u7684\u4e00\u7cfb\u5217\u8d44\u4ea7\u4e0e\u8d1f\u503a\u3002\u5b83\u4e3b\u8981\u5305\u62ec5\u4e2a\u65b9\u9762\uff0c\u5373\u54c1\u724c\u5fe0\u8bda\u5ea6\u3001\u54c1\u724c\u8ba4\u77e5\u5ea6\u3001\u54c1\u724c\u611f\u77e5\u8d28\u91cf\u3001\u54c1\u724c\u8054\u60f3\u3001\u5176\u4ed6\u4e13\u6709\u8d44\u4ea7\uff08\u5982\u5546\u6807\u3001\u4e13\u5229\u3001\u6e20\u9053\u5173\u7cfb\u7b49\uff09\uff0c\u8fd9\u4e9b\u8d44\u4ea7\u901a\u8fc7\u591a\u79cd\u65b9\u5f0f\u5411\u6d88\u8d39\u8005\u548c\u4f01\u4e1a\u63d0\u4f9b\u4ef7\u503c\u3002 <\/p>\n

5\u3001\u4ec0\u4e48\u662f\u54c1\u724c\u8bc6\u522b\uff08Brand Identity\uff09\u3002\u54c1\u724c\u8bc6\u522b\u662f\u54c1\u724c\u8425\u9500\u8005\u5e0c\u671b\u521b\u9020\u548c\u4fdd\u6301\u7684\uff0c\u80fd\u5f15\u8d77\u4eba\u4eec\u5bf9\u54c1\u724c\u7f8e\u597d\u5370\u8c61\u7684\u8054\u60f3\u7269\u3002\u8fd9\u4e9b\u8054\u60f3\u7269\u6697\u793a\u7740\u4f01\u4e1a\u5bf9\u6d88\u8d39\u8005\u7684\u67d0\u79cd\u627f\u8bfa\u3002\u54c1\u724c\u8bc6\u522b\u5c06\u6307\u5bfc\u54c1\u724c\u521b\u5efa\u53ca\u4f20\u64ad\u7684\u6574\u4e2a\u8fc7\u7a0b\uff0c\u56e0\u6b64\u5fc5\u987b\u5177\u6709\u4e00\u5b9a\u7684\u6df1\u5ea6\u548c\u5e7f\u5ea6\u3002 <\/p>\n

6\u3001\u4ec0\u4e48\u662f\u54c1\u724c\u7b26\u53f7\uff08Brand Symbol\uff09\u3002\u54c1\u724c\u7b26\u53f7\u662f\u533a\u522b\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u57fa\u672c\u624b\u6bb5\uff0c\u5305\u62ec\u540d\u79f0\u3001\u6807\u5fd7\u3001\u57fa\u672c\u8272\u3001\u53e3\u53f7\u3001\u8c61\u5f81\u7269\u3001\u4ee3\u8a00\u4eba\u3001\u5305\u88c5\u7b49\u3002\u8fd9\u4e9b\u8bc6\u522b\u5143\u7d20\u5f62\u6210\u4e00\u4e2a\u6709\u673a\u7ed3\u6784\uff0c\u5bf9\u6d88\u8d39\u8005\u65bd\u52a0\u5f71\u54cd\u3002\u5b83\u662f\u5f62\u6210\u54c1\u724c\u6982\u5ff5\u7684\u57fa\u7840\uff0c\u6210\u529f\u7684\u54c1\u724c\u7b26\u53f7\u662f\u516c\u53f8\u7684\u91cd\u8981\u8d44\u4ea7\uff0c\u5728\u54c1\u724c\u4e0e\u6d88\u8d39\u8005\u7684\u4e92\u52a8\u4e2d\u53d1\u6325\u4f5c\u7528\u3002 <\/p>\n

7\u3001\u4ec0\u4e48\u662f\u54c1\u724c\u4e2a\u6027\uff08Brand Personality\uff09\u3002\u54c1\u724c\u4e2a\u6027\u662f\u7279\u5b9a\u54c1\u724c\u62e5\u6709\u7684\u4e00\u7cfb\u5217\u4eba\u6027\u7279\u8272\uff0c\u5373\u54c1\u724c\u6240\u5448\u73b0\u51fa\u7684\u4eba\u683c\u54c1\u8d28\u3002\u5b83\u662f\u54c1\u724c\u8bc6\u522b\u7684\u91cd\u8981\u7ec4\u6210\u90e8\u5206\uff0c\u53ef\u4ee5\u4f7f\u6ca1\u6709\u751f\u547d\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u4eba\u6027\u5316\u3002\u54c1\u724c\u4e2a\u6027\u80fd\u5e26\u6765\u5f3a\u5927\u800c\u72ec\u7279\u7684\u54c1\u724c\u8054\u60f3\uff0c\u4e30\u5bcc\u54c1\u724c\u7684\u5185\u6db5\u3002 <\/p>\n

8\u3001\u4ec0\u4e48\u662f\u54c1\u724c\u5b9a\u4f4d\uff08Brand Positioning\uff09\u3002\u54c1\u724c\u5b9a\u4f4d\u662f\u5728\u7efc\u5408\u5206\u6790\u76ee\u6807\u5e02\u573a\u4e0e\u7ade\u4e89\u60c5\u51b5\u7684\u524d\u63d0\u4e0b\uff0c\u5efa\u7acb\u4e00\u4e2a\u7b26\u5408\u539f\u59cb\u4ea7\u54c1\u7684\u72ec\u7279\u54c1\u724c\u5f62\u8c61\uff0c\u5e76\u5bf9\u54c1\u724c\u7684\u6574\u4f53\u5f62\u8c61\u8fdb\u884c\u8bbe\u8ba1\u3001\u4f20\u64ad\uff0c\u4ece\u800c\u5728\u76ee\u6807\u6d88\u8d39\u8005\u5fc3\u4e2d\u5360\u636e\u4e00\u4e2a\u72ec\u5177\u4ef7\u503c\u5730\u4f4d\u7684\u8fc7\u7a0b\u6216\u884c\u52a8\u3002\u5176\u7740\u773c\u70b9\u662f\u76ee\u6807\u6d88\u8d39\u8005\u7684\u5fc3\u7406\u611f\u53d7\uff0c\u9014\u5f84\u662f\u5bf9\u54c1\u724c\u6574\u4f53\u5f62\u8c61\u8fdb\u884c\u8bbe\u8ba1\uff0c\u5b9e\u8d28\u662f\u4f9d\u636e\u76ee\u6807\u6d88\u8d39\u8005\u7684\u7279\u5f81\uff0c\u8bbe\u8ba1\u4ea7\u54c1\u5c5e\u6027\u5e76\u4f20\u64ad\u54c1\u724c\u4ef7\u503c\uff0c\u4ece\u800c\u5728\u76ee\u6807\u987e\u5ba2\u5fc3\u4e2d\u5f62\u6210\u8be5\u54c1\u724c\u7684\u72ec\u7279\u4f4d\u7f6e\u3002 <\/p>\n

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13\u3001\u4ec0\u4e48\u662f\u54c1\u724c\u8ba4\u77e5\u5ea6\uff08Brand Cognitive\uff09\u3002\u54c1\u724c\u8ba4\u77e5\u5ea6\u662f\u54c1\u724c\u8d44\u4ea7\u7684\u91cd\u8981\u7ec4\u6210\u90e8\u5206\uff0c\u5b83\u662f\u8861\u91cf\u6d88\u8d39\u8005\u5bf9\u54c1\u724c\u5185\u6db5\u53ca\u4ef7\u503c\u7684\u8ba4\u8bc6\u548c\u7406\u89e3\u5ea6\u7684\u6807\u51c6\u3002 <\/p>\n

14\u3001\u4ec0\u4e48\u662f\u54c1\u724c\u7f8e\u8a89\u5ea6\uff08Brand Favorite\uff09\u3002\u54c1\u724c\u7f8e\u8a89\u5ea6\u662f\u54c1\u724c\u529b\u7684\u7ec4\u6210\u90e8\u5206\u4e4b\u4e00\uff0c\u5b83\u662f\u5e02\u573a\u4e2d\u4eba\u4eec\u5bf9\u67d0\u4e00\u54c1\u724c\u7684\u597d\u611f\u548c\u4fe1\u4efb\u7a0b\u5ea6\u3002 <\/p>\n

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