在這個競爭日益激烈的年代，許多企業(yè)的宣傳推廣手段幾乎相似。如何突出自身企業(yè)特色，突顯產(chǎn)品賣點成為眾多企業(yè)思考的問題。因此，如何幫助企業(yè)突顯產(chǎn)品賣點，成為站建設(shè)企業(yè)研究的對象之一。濟(jì)南網(wǎng)絡(luò)推廣通過研究發(fā)現(xiàn)了以下幾個方面：
In this increasingly competitive era, promotion means many companies are almost similar. How to highlight its own characteristics of enterprises, enhance product selling as many enterprises thought. Therefore, how to help companies enhance product selling point, become one of the objects of the research station construction business. Jinan network to promote the study found the following aspects:
一：產(chǎn)品自身角度。與產(chǎn)品基本功能,消費者核心利益息息相關(guān),影響決定消費者購買的賣點。消費者購買產(chǎn)品大多數(shù)時候都是感性的，特別是對于某些消費品，因此，我們都知道鋪貨、陳列展示和生動化對快消品銷售非常重要。基于這樣的心理，在產(chǎn)品賣點提煉時，特別是高端的產(chǎn)品，賣點一定要是一個購買理由，而且要讓消費者覺得是唯一的購買理由。
A: the angle of the product itself. And basic functions, is closely related to the core interests of consumers, the impact of selling consumer buying decisions. Consumers to buy products most of the time are emotional, especially for certain consumer products, so we all know Distribution, vivid display and display of FMCG sales is very important. Based on this mentality, when selling refined products, especially high-end products, the selling point it must be a reason to buy, and to let consumers feel that is the only reason to buy.
二：第一說辭角度。共性的產(chǎn)品特性你第一個說出來，而且能影響購買。一般性的,普遍性的的產(chǎn)品利益點，或者支持核心賣點的技術(shù)點。這種常規(guī)性的賣點由基本屬于共性的東西，一般不受創(chuàng)作人員的關(guān)注與重視，但是若策劃的好，操作得當(dāng)，一樣可達(dá)到效果。
II: The first rhetoric angle. Common product characteristics you first say it, but also can affect the purchase. General, universal product point of interest, or technical support point of the core selling point. This routine is basically selling the things in common, from the creation of the general staff of the concern and attention, but if good planning, proper operation, the same effect can be achieved.
三：真正的唯一角度。差異化賣點，與眾不同的,具有排它性，獨占性的,它既可以是常規(guī)賣點,也可以是核心賣點甚至其它因素。可以是獨有，也可以不是獨有，是對手沒有說出來的特點;可以是功能性的，也可以是精神上的。如果落腳到產(chǎn)品賣點上，就需要找準(zhǔn)一個點，并強化。再則，差異化很多，只說一點，說深，說透，加多寶就是很好的例子。
Three: The only real point of view. Differentiated selling points, unique, with exclusive, exclusivity, and it can be a conventional selling point, it can be a selling point even the core of other factors. May be unique, or may not be unique, is the opponent did not say it features; can be functional, it can be spiritual. If settled on selling the product, you need to identify a point, and strengthening. Furthermore, a lot of difference, just say it, say deep, he said through JDB is a good example.
四：客戶訴求。情感訴求、功能訴求、原料訴求、歷史訴求、工藝訴求、產(chǎn)地訴求、技術(shù)訴求、品牌基因訴求、色彩訴求、味道訴求、感覺訴求、欲望訴求等等諸多元素，在選擇時一定要進(jìn)行橫向和縱向類比。 成熟產(chǎn)品如何進(jìn)行賣點提煉？最高明的手法就是從產(chǎn)品本身出發(fā)，把產(chǎn)品的賣點考慮進(jìn)產(chǎn)品開發(fā)設(shè)計中去。目前，國外的品牌基本上均是這種做法，其產(chǎn)品本身的技術(shù)內(nèi)涵便是最強有力的賣點；而大部份的國內(nèi)品牌由于無法突破技術(shù)的瓶頸，于是只能翻來覆去的炒概念作賣點。其實任何產(chǎn)品的賣點提煉均不可游離產(chǎn)品本身，成熟產(chǎn)品更是如此。
Four: customer appeal. Emotional appeal, functional demands, material demands, the demands of history, technology demands, the demands of origin, technical demands, the demands of the brand genes, color demands, the demands of taste, feel the demands, desires, aspirations, and many other elements, the choice must be horizontal and vertical analogy. How mature selling refined products? The wisest approach is starting from the product itself, the product of the selling points to take into account product development and design to go. Currently, foreign brands are basically the practice, its technical content of the product itself is the most powerful selling point; and most of the domestic brands because the technology can not break through the bottleneck, so only over and over again the concept of speculation as selling points . In fact, any selling refined products are non-free product itself, especially in mature products.
五：直白。產(chǎn)品賣點要直接，不能遮遮掩掩，更不能拐彎。有人覺得雖然我的產(chǎn)品概念很好，但產(chǎn)品原料太普通，所以便不能直接說，更有甚者，避免提及產(chǎn)品，實際上是不可取的。你不說，消費者怎么認(rèn)知你是什么，既然不知道是什么，那價值感怎么能出現(xiàn)，含含糊糊的塑造;遮遮掩掩的顧左右言它，一定失敗。
Five: straightforward. Selling to direct, not secretive, not turn. Some people feel that although I product concept is very good, but too common raw materials, so they can not directly say that, even worse, to avoid mentioning the product, in fact, is not desirable. You do not say how the consumer perception of what you are, since I do not know what it is, how it perceived value can appear vague shape; veiled outright say it, it must have failed.
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