再舉一(yi)(yi)個(ge)(ge)例子，比如說(shuo)boss直聘，他(ta)(ta)就告(gao)訴你一(yi)(yi)句話(hua)，叫找(zhao)工作跟老板談(tan)。他(ta)(ta)們公司可能也有很(hen)多的(de)(de)(de)優勢，他(ta)(ta)們的(de)(de)(de)品(pin)(pin)牌也可能還(huan)(huan)有很(hen)多的(de)(de)(de)優勢。但是他(ta)(ta)們只突(tu)出(chu)一(yi)(yi)個(ge)(ge)核(he)心(xin)要(yao)點叫找(zhao)工作就跟老板談(tan)。所以你可以看(kan)到，我(wo)們雖然有很(hen)多的(de)(de)(de)優勢，為什么產品(pin)(pin)還(huan)(huan)賣不(bu)好，品(pin)(pin)牌還(huan)(huan)打不(bu)出(chu)去(qu)(qu)，定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)還(huan)(huan)不(bu)夠清晰。就是因為我(wo)們想宣傳的(de)(de)(de)太多了，我(wo)們應該提煉(lian)出(chu)一(yi)(yi)個(ge)(ge)核(he)心(xin)點，給(gei)消(xiao)費(fei)者留下一(yi)(yi)個(ge)(ge)核(he)心(xin)的(de)(de)(de)印象，然后(hou)形成你的(de)(de)(de)心(xin)智(zhi)(zhi)定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)。那么我(wo)們應該如何做心(xin)智(zhi)(zhi)定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)呢？通過八個(ge)(ge)維(wei)度(du)加(jia)三個(ge)(ge)要(yao)點去(qu)(qu)確定(ding)(ding)我(wo)們的(de)(de)(de)心(xin)智(zhi)(zhi)定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)。心(xin)智(zhi)(zhi)定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)的(de)(de)(de)八個(ge)(ge)維(wei)度(du)分(fen)別(bie)是人群定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)、品(pin)(pin)類定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)、產品(pin)(pin)定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)、功能定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)、渠(qu)道定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)、價格定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)、情感定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)、文化定(ding)(ding)位(wei)(wei)(wei)(wei)(wei)。
這八個(ge)(ge)維度(du)都可(ke)以(yi)讓你(ni)指向三(san)個(ge)(ge)要點(dian)(dian)，就(jiu)是定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)詞(ci)(ci)，定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)語(yu)(yu)和(he)支撐(cheng)點(dian)(dian)。八個(ge)(ge)維度(du)和(he)三(san)個(ge)(ge)要點(dian)(dian)是什么關(guan)系？就(jiu)是通(tong)過這八個(ge)(ge)維度(du)讓你(ni)尋找到(dao)這三(san)個(ge)(ge)核心的(de)要點(dian)(dian)，也就(jiu)是定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)詞(ci)(ci)，定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)語(yu)(yu)和(he)支撐(cheng)點(dian)(dian)。當你(ni)明確了(le)這個(ge)(ge)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)詞(ci)(ci)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)語(yu)(yu)和(he)支撐(cheng)點(dian)(dian)的(de)時候，你(ni)的(de)品(pin)牌定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)也就(jiu)清楚了(le)。你(ni)可(ke)以(yi)通(tong)過一(yi)個(ge)(ge)維度(du)去確定(ding)(ding)(ding)(ding)(ding)你(ni)的(de)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)詞(ci)(ci)，定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)語(yu)(yu)和(he)支撐(cheng)點(dian)(dian)，也可(ke)以(yi)通(tong)過兩(liang)個(ge)(ge)維度(du)或三(san)個(ge)(ge)維度(du)，甚至是五個(ge)(ge)維度(du)的(de)組合來(lai)去確定(ding)(ding)(ding)(ding)(ding)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)詞(ci)(ci)定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)語(yu)(yu)和(he)支撐(cheng)點(dian)(dian)，然后以(yi)此(ci)來(lai)確定(ding)(ding)(ding)(ding)(ding)你(ni)的(de)品(pin)牌定(ding)(ding)(ding)(ding)(ding)位(wei)(wei)(wei)。
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