低成本营销，怎么做才对？
<div class="rich_media_thumb_wrp" id="media" style="margin-bottom: 6px;"><div align="center"></div></div><div class="rich_media_content " id="js_content" style="overflow: hidden; min-height: 350px; position: relative;"><section style="max-width: 100%; box-sizing: border-box;"><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; line-height: normal; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box !important;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding: 2px 10px; max-width: 100%; box-sizing: border-box; line-height: 1.5; border-top-color: rgb(0, 0, 0); border-bottom-color: rgb(0, 0, 0); border-top-width: 0.1em; border-bottom-width: 0.1em; border-top-style: solid; border-bottom-style: solid;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box !important;"></span></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">无论你的企业、品牌是大是小，</span></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">低成本营销也许都是“刚需”。</span></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">在走“捷径”的路上，你也一定不孤单。</span></p></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">但是，我要说：</span></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"></span><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">有时，再低成本的营销都是浪费！</span></strong></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">有时，再高的预算都是“低成本”！</span></strong></p></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></strong></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><span style="max-width: 100%; color: rgb(0, 122, 170); box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">如何全面理解“低成本营销”？</span></strong></span></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><span style="max-width: 100%; color: rgb(0, 122, 170); box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">如何合理践行“低成本营销”？</span></strong><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"></span></strong></span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"></span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box !important;"></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; text-align: center; color: rgb(95, 156, 239); font-size: 24px;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; color: rgb(0, 122, 170); font-size: 20px; box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;">一、</strong><strong style="max-width: 100%; box-sizing: border-box !important;">该这样理解“低成本营销”</strong></span></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">提到“低成本”营销，通常最容易首先想到的是品牌自建传播媒体——官方自媒体。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">再进一步，就是想办法尽力搭上热点或者让自己成为“热点”。</span></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">或者，干脆就别做任何要付费的“硬广”乃至“软广”，直接搞促销活动拉销量。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">但是，你想没想过：</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">有时，再低乃至不花钱的营销都是浪费——浪费精力！</span></strong></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">尤其是低成本低效果的传播，也浪费了品牌推广的时间成本。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">看看有多少品牌的自媒体能（官微）真正在营销中发挥了关键、主导作用？</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">又有多少只会盲目“追热点”的品牌能得到粉丝关注和响应？</span></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">很多小品牌梦想着能像大品牌那样，稍有新意的举动，都会成为人们注意力的焦点。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">如果你作为预算有限、影响力不足的品牌，这种“以小（成本）博大（效果）”的思维、乃至以“出位”举动博眼球的人物和事件营销，我不反对，只能说这样出名会它如同“中彩票”一样，几率不会很高。</span></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">相反，大品牌的预算虽然充足，但很多时候，凭借品牌自身的影响力和资源，反而更容易花小钱办大事儿——和名人效应一样，人们总是本能地，对知名的品牌给予给多关注，这就是“名牌效应”。</span></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">有时，再高的预算都是“低成本”，因为相对的回报会更高！</span></strong></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">营销，搏的是“智慧+勇气”。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">勇气，是对预算投入而言，无论大品牌小品牌，无论大钱小钱，量入为出，该花的就应该花。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">智慧，是就战略战术而言，也是就营销的专业性而言，如何把每一分钱花出最理想的价值。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">小品牌要想快速长大，有时就必须得敢于花大钱，以金钱换时间。<br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">滴滴、快嘀、UBER，动辄10元、20亿元的“补贴”，虽然看似数额巨大，但每一分钱，都花的精准有效。在这个市场的这个阶段，可以说，如果不敢花钱、不会花钱，机会很快就会丧失。</section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">而大品牌，在关键战略或者营销节点上，投入大钱，也会获得比平时高得多的回报。</span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">京东618、天猫双11大促销前，一定会上天入地在几乎所有媒体上“大喊”，和对手比声量，为线上引流量。结果，不仅大促销期间营业额猛增，也会暴增平台的整体流量。</section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">我曾总结出一句话：<strong style="max-width: 100%; box-sizing: border-box;">市场营销是花钱的学问和艺术</strong>。因为同样的钱，不同的人以不同的思路和方法花出去，效果也许截然不同。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">一言以蔽之，低成本营销，和你的品牌大小、预算高低都没有绝对关系，其本质应该是——高“性价比”的营销。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;">所以，低成本营销，叫做“高性价比营销”似乎更确切。</strong><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">那么，如何提升品牌营销的性价比，开展真正意义上的“低成本营销”呢？</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;">本文就尝试提供6个思考维度，这其中，有些与“成本”相关，有些与“成本”无直接关系，而是与目标和策略相关，但它却可能是决定营销每一分投入是否有效的关键。</strong><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box !important;"></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; text-align: center; color: rgb(95, 156, 239); font-size: 24px;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; color: rgb(0, 122, 170); font-size: 20px; box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;">二、</strong><strong style="max-width: 100%; box-sizing: border-box !important;">如何做好“低成本”营销？</strong></span><br style="max-width: 100%; box-sizing: border-box;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box !important;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; width: 670px; text-align: center; border-bottom-color: rgb(1, 135, 207); border-bottom-width: 5px; border-bottom-style: solid;"><section style="margin-bottom: -5px; padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; border-bottom-color: rgb(169, 211, 214); border-bottom-width: 5px; border-bottom-style: solid; display: inline-block; min-width: 1em;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">1</strong></section></section><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; display: inline-block;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19px;"><strong style="max-width: 100%; box-sizing: border-box !important;">不同阶段，不同目标</strong></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">大品牌和小品牌，发展阶段的差异，决定了营销目标的不同。所以，小品牌盲目学习大品牌营销，很难有效果。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">很多人认为：越小的品牌，应该越现实越务实；战略是大品牌的事儿，战术才是小品牌该重视的。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">我认为无论品牌大小，都应有战略战术。就传播而言，大品牌应该更求“务实”，小品牌反而需要“务虚”。为什么？</span></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; line-height: 2;"><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">1）大品牌，低成本实现小目标</strong></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">大品牌战略早已明确且被广泛认知，所以会重战术营销。除非是当战略有重大调整时，会做战略性的广告传播。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">品牌已经成为行业或者品类明星，不缺少认知度和关注度，只是需要在适当的时候“激活”一下，实现短期内的“战术”目标就好。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">比如：告诉人们，某某天我要给你们“放大价”啦，请注意！行业第二品牌会立即跟上，某某那一天我也“放大大价”，来我这里收获更多啊！</span></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; line-height: 2;"><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">2）小品牌，低成本实现大目标</strong><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">小品牌战略或者不甚清晰，或者还很少被认知，所以需要多在“战略”传播上下功夫。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">所以应该多告诉别人你的想法和理念，你为了实现理念的做法，最后才是你做出了什么更有特点、更好的东西。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">因为，如果你作为小品牌一上来就嚷嚷我的东西多好多好，这种“王婆卖瓜”因还缺少信任，恐怕很难被人接受。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">此外，小品牌或者新品牌、新产品，在注重理念、概念输出的同时，还要注重“体验”。比如，免费试吃、试用等等。</span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; width: 670px; text-align: center; border-bottom-color: rgb(1, 135, 207); border-bottom-width: 5px; border-bottom-style: solid;"><section style="margin-bottom: -5px; padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; border-bottom-color: rgb(169, 211, 214); border-bottom-width: 5px; border-bottom-style: solid; display: inline-block; min-width: 1em;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">2<br style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"></strong></section></section><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; display: inline-block;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19px;"><strong style="max-width: 100%; box-sizing: border-box !important;">策略之质，胜于传播之量<br style="max-width: 100%; box-sizing: border-box;"></strong></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">策略决定了营销的“质”，而传播解决的是“量”的问题。“质”不对或不高，再多的或再低成本的“量”，也没用。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">正确的策略，本身产生的低成本效应，从长远看，远高于巧妙的宣传策划。</span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">耐克品牌在早期主要以产品技术、功能等诉求针对专业运动市场，虽然也做了无数的宣传，但很快就遇到了发展瓶颈。直到开始针对非专业认识的运动市场，并开展了基于“进取”文化层面的诉求，才真正开始爆发式成长。</section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">1998年，为了低成本地打开情侣和婚宴市场，喜之郎推出“水晶之恋”果冻，直接赋予“果冻”一种“水晶之恋”的爱情想象，并将产品外观由传统的小碗样式改造为心形，还给每种颜色的果冻以不同的寓意，如绿色：真的好想见到你，紫色：好想你抱紧我等等。正因为成功定位在“爱情、婚恋”市场，才为后续产品、渠道、推广提供了明确的方向。</section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">如果你的品牌策略有问题，无论再多再少的成本投入，都没有意义。</span></strong><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box !important;"></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; width: 670px; text-align: center; border-bottom-color: rgb(1, 135, 207); border-bottom-width: 5px; border-bottom-style: solid;"><section style="margin-bottom: -5px; padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; border-bottom-color: rgb(169, 211, 214); border-bottom-width: 5px; border-bottom-style: solid; display: inline-block; min-width: 1em;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">3<br style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"></strong></section></section><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; display: inline-block;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">让你的传播要素更有效</strong></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">传播要素包括品牌名称、标志、广告语、各种视觉元素等等。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">优秀的传播要素，会降低品牌被识别、记忆和喜爱的成本。</span></strong><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">因为，也许只需要适量而非过度的传播，品牌就会更好地体现差异化、更走心，更能增加关注和记忆度。</span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">农夫山泉与乐百氏，你会觉得那个名字好？</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">可口可乐如果一直叫“蝌蝌酷蜡”，还会有人买么？</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">宝马、奔驰、露华浓……这些优秀的外国品牌，中文名称也是最优秀的。</span><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">标志，是品牌理念、形象的重要载体，是品牌的“脸面”。品牌还可以通过角色符号、辅助图形、品牌图像等视觉要素实现更好的表达自我与营销传播目的。</span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">关于品牌视觉，可参见“品牌学堂”如下文章：《<a href="http://mp.weixin.qq.com/s?__biz=MzA4MjA1MjczMA==&mid=2653387723&idx=1&sn=d8db4f02873bccb00b8d67acf3609b2a&scene=21#wechat_redirect" target="_blank" data_ue_src="http://mp.weixin.qq.com/s?__biz=MzA4MjA1MjczMA==&mid=2653387723&idx=1&sn=d8db4f02873bccb00b8d67acf3609b2a&scene=21#wechat_redirect" style="color: rgb(96, 127, 166); text-decoration: none; max-width: 100%; box-sizing: border-box !important;">如何让视觉设计更好地体现品牌理念？</a>》</span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">好的品牌广告语，无论是体现产品功能诉求，还是表达理念和情感，都能让人持久记忆，更能引发强烈共鸣、激发想象和购买欲望。</span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">比如：</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“把1000首歌放进口袋”。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“充电5分钟，通话2小时”</span></section><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“快得让你飞起来的vivo手机”</span></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"></span><br style="max-width: 100%; box-sizing: border-box;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; width: 670px; text-align: center; border-bottom-color: rgb(1, 135, 207); border-bottom-width: 5px; border-bottom-style: solid;"><section style="margin-bottom: -5px; padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; border-bottom-color: rgb(169, 211, 214); border-bottom-width: 5px; border-bottom-style: solid; display: inline-block; min-width: 1em;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">4<br style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"></strong></section></section><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; display: inline-block;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19px;"><strong style="max-width: 100%; box-sizing: border-box !important;">聚“睛”会神，制造话题<br style="max-width: 100%; box-sizing: border-box;"></strong></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;">围绕产品属性、优点开展营销，这是绝大多数品牌都在做的事情。而能跳出产品思维来做营销，才是我们看到的很多热点诞生的原因。</section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">制造话题的目的，是为人们提供表达情绪和观点的谈资，顺便让品牌和产品潜移默化的进入心智。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">这个时代，一张海报、一句传播语、一张照片。都可能成为话题的源头，酿成一次事件。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">以下制造话题的角度，可供参考——</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; line-height: 2;"><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">1）呈现鲜明的价值观</strong></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">专注、品质、天然、环保、极致、创新等等这些抽象价值观，结合具体的、独特的象征性言行和事件，就很可能成为焦点话题。<br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; text-align: center; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box; text-align: left;">1985年，海尔张瑞敏让员工用大锤亲自砸毁76台有缺陷的冰箱，成为行业大事件，一举砸出了“质量”牌。</section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;">Roseonly倡导“一生只送一人”，这一理念一经推出，就引发了强烈的共鸣和反响。</section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;">凡客体以及聚美优品的“我为自己代言”，也都属于价值观话题营销范畴。<br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; text-align: center; line-height: 2;"><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;">2）激发同情心、同理心</strong></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">人人都有同情心、同理心，情绪和情感，很容易引发共鸣，成为话题。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“人的一生中至少要有两次冲动，一次奋不顾身的爱情，一次说走就走的旅行。”</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“对不起，我只过1%的生活”</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“去哪儿不重要 重要的是去啊”</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“世界那么大，我想去看看”</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">…….</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">这些耳熟能详的热门金句，撩拨情绪的功效有目共睹。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">做英雄，当弱者，也是煽动情绪的有效“武器”。</span></strong></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></strong></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">成为“英雄”，就得或者见义勇为，或者励志正能量。</span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></strong></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; text-align: center; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">2008年销售额（王老吉）从40亿增长到150亿，只做了一件事，就是5.12地震捐款一个亿，成了让全国人民都钦佩的“英雄”。</span></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">褚橙成为热点话题，最重要的是褚时健“老骥伏枥”的励志效应。</span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></strong></section><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“弱者”赢得同情，就要善于“树敌”，营造反差和冲突。</span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></strong></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; text-align: center; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">早在苹果还弱小时，乔布斯把苹果放在弱势群体的位置，对IBM发起挑战和抗议，所以那则《1984》的电视广告才成为一个“重大”事件。</span></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">2010年360与腾讯QQ旷日持久的大战，360以一个“弱者”的立场，立足于道德制高点，可以说极大提升了品牌。</span></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">加多宝在与广药连续多年的品牌之争中，多次通过“示弱”，赢得社会的主动、广泛关注，让消费者因为广药夺人所爱而愤怒，改为支持加多宝。</span></section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">2015年“小黄人买香蕉遭遇城管”的策划，充分调动了人们同情弱者的心理。</span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; line-height: 2;"><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">3）制造娱乐high点<br style="max-width: 100%; box-sizing: border-box;"></strong></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">娱乐话题营销，可以不涉及价值观和情感，关键是各种引发好奇和关注。主动传播与被动关注是娱乐化营销与传统营销的重大分水岭。</section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">电影《道士下山》在上映之前放了一张范伟和志玲姐姐同床共枕的剧照，然后媒体和自媒体就炸了。所以有人说这张海报至少带来了2000万的票房。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">2014年京东上市前后，刘强东与“奶茶妹”的恋情曝光系列策划，也是典型的娱乐话题营销。</section><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="max-width: 100%; box-sizing: border-box;">UBER2015年发起的系列“一键呼叫XX”活动，不断激发人们的想象力，刺激着大众的娱乐神经。<br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;">话题营销的重点是故事性，应该有清晰的主题、主角、冲突点及情绪点。</strong><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; width: 670px; text-align: center; border-bottom-color: rgb(1, 135, 207); border-bottom-width: 5px; border-bottom-style: solid;"><section style="margin-bottom: -5px; padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; border-bottom-color: rgb(169, 211, 214); border-bottom-width: 5px; border-bottom-style: solid; display: inline-block; min-width: 1em;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">5<br style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"></strong></section></section><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; display: inline-block;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">调动一切低成本的可用资源</strong></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">很多时候，资源就是机遇。当风口来临的时候，一定是有资源储备，或者资源储备丰富的企业或品牌，更容易成为那只先飞起来的猪。</span></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">要实现即使如王首富所言的1个亿的“小”目标，你可以没有钱，但必须要有可以实现这一目标的资源。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">1）你有哪些独特资源？</strong></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">商业竞争，背后是资源的竞争。一些新品牌能够快速成长，背后靠的就是资源的整合力——包括了后端产业链资源，前端营销资源。这种整合力，可以说就是一个品牌的“天赋”，它也是品牌核心竞争力的一部分。</span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; text-align: center; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">高端鲜花品牌Roseonly，创始人和娱乐圈很熟，很多明星大腕帮助晒单捧场，所以能够快速成为热点品牌。</span></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: left;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">为什么褚橙在2012年成为电商大战的热点事件？因为褚时健这个有故事的人，也因为运作、策划这个事件团队是知名媒体出身的，所以褚橙就瞬间成为广为传颂的故事。</span><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">有时创始人本身就是最低成本的营销资源。马云、雷军、罗永浩，这些人都先让自己“自带光环”，然后辐射到品牌上。所以，马云早期靠演讲创建了阿里巴巴品牌的故事，还曾经成为哈佛商学院案例。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">为什么说很多人物和品牌的成功是不可模仿的？就因为人家的资源整合力铸就了高起点。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">2）是否充分利用了免费资源？</strong></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">今天，媒体可分为“自有媒体”(Owned Media)、“付费媒体”(Paid Media)、“赚来的媒体”(Earned Media)三类。其中，自有媒体和“赚来的媒体”这两种都是免费的。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">创业公司如果在缺乏营销资金，就更应先利用好免费媒体资源。但是，现实中，很多品牌在运作免费媒体时，重视度和专业度都还不够，多数还停留在“推销”思维层次。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">3）尝试跨界资源共享</strong></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">联合营销，应该算不上一个新词汇。跨界联合的核心是基于共同的目标市场，开展资源的互补和共享。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">去年Uber可以说把跨界联合营销做到了某种极致。相信任何一个品牌，都可以发现和找到这样的合作机会。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">除了“异业”合作，也可以基于品牌产业链自身开展联合营销。比如intel芯片，将品牌传播“植入”产业链合作伙伴，长期取得市场垄断地位。</span></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; width: 670px; text-align: center; border-bottom-color: rgb(1, 135, 207); border-bottom-width: 5px; border-bottom-style: solid;"><section style="margin-bottom: -5px; padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; border-bottom-color: rgb(169, 211, 214); border-bottom-width: 5px; border-bottom-style: solid; display: inline-block; min-width: 1em;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">6<br style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"></strong></section></section><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px; vertical-align: bottom; display: inline-block;"><section style="max-width: 100%; box-sizing: border-box; font-size: 19.2px;"><strong style="max-width: 100%; box-sizing: border-box !important;">拓宽借势思维</strong></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; letter-spacing: 0px;"><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">“借势”营销，在当前很容易被狭隘地理解为追热点。如果不考虑“低成本”，借势还可以包含各种赞助营销。但我们还应该着眼提升品牌信用势能和竞争战略势能角度，学会更有高度地借势。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">1）跟热点</strong></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">今天跟热点似乎已经成为某种营销常态。但这也许只是一种错觉：如果你喜欢阅读各类公众号文章，就会发现大多数跟热点的都是具有媒体属性的各公众号本身而已。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">这里我还是要提醒：不要盲目跟热点，要先清楚你的目的目标，尤其不要随便跟进竞争对手的热点。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">关于如何正确、科学的做“热点”营销，我前不久刚刚写过一篇文章《<a href="http://mp.weixin.qq.com/s?__biz=MzA4MjA1MjczMA==&mid=2653387759&idx=1&sn=7d1545978cbb4362c682904c559a9038&scene=21#wechat_redirect" target="_blank" data_ue_src="http://mp.weixin.qq.com/s?__biz=MzA4MjA1MjczMA==&mid=2653387759&idx=1&sn=7d1545978cbb4362c682904c559a9038&scene=21#wechat_redirect" style="color: rgb(96, 127, 166); text-decoration: none; max-width: 100%; box-sizing: border-box !important;">如何告别“山寨”营销，以科学的营销观，掌握“追热点”的正确姿势？</a>》，感兴趣的可以关注“品牌学堂”公众号进一步阅读（或点击<span style="max-width: 100%; box-sizing: border-box; color: rgb(61, 170, 214);">蓝色</span>文字链接）。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">2）提升品牌信用 “势能”</strong></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">可以借外部第三方机构的认可、认证和奖项，强化自己产品、服务的质量优势。还可以参加排名活动，以某方面排名靠前乃至领先来赢得信任。如果你的品牌已经拥有某些认证，那就应毫不客气地对外展示出来。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">比如，近些年很多品牌喜欢打着“红点”、iF等设计奖的招牌，让人觉得产品很高大上。广告人和广告公司，也很喜欢参加各种评奖活动，以此证明自己是优秀和乃至最优秀的。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box; text-align: center;"><strong style="max-width: 100%; box-sizing: border-box;">3）抓住风口</strong></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">最大的势能是形势和趋势。技术发展、社会观念变迁、消费升级、新渠道、新媒体……这些因素对品牌的生存发展至关重要。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">很多原本的小品牌“一夜升天”，很多原本的“大品牌”一朝陨落，都与错判了形势相关。抓准了风口，就自然会以极低的营销成本事半功倍。</span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"> </span></section><section style="max-width: 100%; box-sizing: border-box;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">比如小米和三只松鼠这样的“电商”起家的品牌，单论产品，并不会有太多差异化，成功主要就是抓住了渠道变革、新媒体技术变革以及人们消费习惯变革的大趋势。</span></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border: 2px solid rgb(160, 160, 160); width: 670px; display: inline-block;"><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="padding: 10px; max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; line-height: 1.8; font-size: 14px;"><section style="max-width: 100%; box-sizing: border-box;">小米早期的成功聚集了各种趋势性的“创新”：社区（社群）运营、品类缺口（高性价比手机）、品类市场高速增长，品类中最先以电商渠道为主战场。再加上创始人本身强势IP的力量。但几年前的“风口”和创新感，今天都已不复存在。所以，小米今天的迷惘是很正常的。</section></section></section></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box; letter-spacing: 0px;"><section style="max-width: 100%; box-sizing: border-box;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box !important;"></p><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><br style="max-width: 100%; box-sizing: border-box;"></p></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; text-align: center; font-size: 24px;"><section style="max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box;">本文小结</strong><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 0.5em; margin-bottom: 0.5em; max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box; border-bottom-color: rgba(255, 0, 0, 0.960784); border-bottom-width: 2px; border-bottom-style: solid;"></section><section style="margin: auto; max-width: 100%; box-sizing: border-box; width: 0px; border-top-color: rgba(255, 0, 0, 0.960784); border-top-width: 1em; border-top-style: solid; border-right-color: transparent !important; border-left-color: transparent !important; border-right-width: 0.8em !important; border-left-width: 0.8em !important; border-right-style: solid !important; border-left-style: solid !important;"></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section></section></section></section><section class="" powered-by="xiumi.us" style="max-width: 100%; box-sizing: border-box;"><section style="max-width: 100%; box-sizing: border-box;"><section style="padding-right: 10px; padding-left: 10px; max-width: 100%; box-sizing: border-box;"><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">1. 市场营销是花钱的学问和艺术。低成本营销，本质就是高“性价比”的营销。</span></strong></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br style="max-width: 100%; box-sizing: border-box;"></span></strong></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">2. 大品牌应该“务实”，以低成本实现小目标。小品牌应该“务虚”，以低成本实现大目标。</span></strong></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">3. 如果你的品牌策略有问题，无论再多再少的成本投入，都没有意义。</span></strong></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">4. 优秀的传播要素，会降低品牌被识别、记忆和喜爱的成本。</span></strong></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">5. 要能跳出产品思维来做营销，注重价值观、情感和娱乐话题沟通。要善于讲故事。</span></strong></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">6. 调动一切低成本的可用资源，无论是免费的、独有的，跨界的。</span></strong></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><br style="max-width: 100%; box-sizing: border-box;"></section><section style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8; max-width: 100%; box-sizing: border-box;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;">7. 借势，不仅仅是抓热点，更要借力提升品牌信用、抓住社会和时代的大风口。</span></strong><br style="max-width: 100%; box-sizing: border-box;"></section><div style="color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 1.8;"><strong style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; font-size: 14px;"><br></span></strong></div><div><span style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; line-height: 25.2px;"><font color="#3e3e3e" face="Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif"><b>来源：品牌学堂 微信公号：pinpaidao</b></font></span></span></div><div><span style="max-width: 100%; box-sizing: border-box !important;"><span style="max-width: 100%; box-sizing: border-box; line-height: 25.2px;"><font color="#3e3e3e" face="Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif"><b>作者：</b></font></span></span><font color="#3e3e3e" face="Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif"><span style="line-height: 25.2px;"><b>张丙刚</b></span></font></div><div><br></div></section></section></section><section class="" powered-by="xiumi.us" style="color: rgb(62, 62, 62); font-size: 16px; max-width: 100%; box-sizing: border-box; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; line-height: 25.6px;"><section style="margin-top: 0.5em; margin-bottom: 0.5em; max-width: 100%; box-sizing: border-box;"></section></section></section></div><p></p> 讲得不错 大家一直所谈的低成本营销 真正的低成本是投入产出比 特别赞，招生低成本是相对上的低，而不是前期预算就少，这点太赞了。
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