品牌理论进入以定位理论主导的融合阶段——以瓜子二手车和人人车广告战为例
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摘要
现代品牌理论的产生与发展源自于上世纪二战后的美国,经历了USP理论、品牌形象理论和定位理论三个阶段。自本世纪初传入中国后,在指导中国商业竞争的实践中又不断的发展、融合并系统化,形成了以定位理论为主导和统率的理论融合,即以定位理论为统率和主导,USP理论和品牌形象理论为配称和背书,这是品牌理论发展与融合的内在逻辑。文章以瓜子二手车和人人车广告战中品牌理论的运用为例,对这一理论融合阶段进行了分析。
The emergence and development of modern brand theory originated from the United States after World War II in the last century. It has gone through three stages: USP Theory, Brand Image Theory and Positioning Theory. Since it was introduced into China at the beginning of this century, it has been developing, integrating and systematizing in the practice of guiding Chinese commercial competition, thus forming a theoretical fusion of Positioning Theory as the leading and dominant theory, With Positioning theory as the dominant theory, USP Theory and Brand Image Theory as the matching and endorsement, this is the inherent logic of the development and integration of brand theory. In this paper, the use of brand theory in the advertising war of Guazi Used Cars and Renren Car is taken as an example to analyze the integration stage of this theory.
The emergence and development of modern brand theory originated from the United States after World War II in the last century. It has gone through three stages: USP Theory, Brand Image Theory and Positioning Theory. Since it was introduced into China at the beginning of this century, it has been developing, integrating and systematizing in the practice of guiding Chinese commercial competition, thus forming a theoretical fusion of Positioning Theory as the leading and dominant theory, With Positioning theory as the dominant theory, USP Theory and Brand Image Theory as the matching and endorsement, this is the inherent logic of the development and integration of brand theory. In this paper, the use of brand theory in the advertising war of Guazi Used Cars and Renren Car is taken as an example to analyze the integration stage of this theory.
引文
[1](美)特劳特,里夫金著.火华强译.与众不同:极度竞争时代的生存之道[M].北京:机械工业出版社出版,2011:77-83.
[2]陈培爱.现代广告学概论(第4版)[M].北京:首都经济贸易大学出版社,2017.
[3](美)艾·里斯,杰克·特劳特著.谢伟山等译.定位[M].北京:机械工业出版社,2013:23-25.
[4]鲁建华.定位屋:定位从观念到体系[M].上海:东方出版中心,2015.
[5]赵晓明.品牌理论演变的本质区别及发展前沿猜想[J].合作技术与经济,2014(7):20-22.
(1)数据来源于全球领先的市场咨询机构Millward Brown针对二手车电商行业发布的《二手车电商网站渗透率调查报告》。
(2)由于瓜子二手车的行业领导者地位已得到市场认同,人人车“放心车”的门槛不高,很容易被瓜子二手车所达到,因此这一成果的可持续性仍然不容乐观。
[2]陈培爱.现代广告学概论(第4版)[M].北京:首都经济贸易大学出版社,2017.
[3](美)艾·里斯,杰克·特劳特著.谢伟山等译.定位[M].北京:机械工业出版社,2013:23-25.
[4]鲁建华.定位屋:定位从观念到体系[M].上海:东方出版中心,2015.
[5]赵晓明.品牌理论演变的本质区别及发展前沿猜想[J].合作技术与经济,2014(7):20-22.
(1)数据来源于全球领先的市场咨询机构Millward Brown针对二手车电商行业发布的《二手车电商网站渗透率调查报告》。
(2)由于瓜子二手车的行业领导者地位已得到市场认同,人人车“放心车”的门槛不高,很容易被瓜子二手车所达到,因此这一成果的可持续性仍然不容乐观。