PINPAIZHANLVEGUIHUAZHONGDEWUGEHEXIN

（ZUOZHE：GONGCHUANGPINPAICEHUAJIGOU）

（BENWENWEIGONGCHUANGPINPAICEHUAJIGOUZHUANJIAYUANCHUANGWENZHANG，RUXUZHUANZAI，QINGYUWOMENLIANXI，BINGZHUMINGCHUCHU。XIEXIE!）

　　为什么品牌产品卖的价格比你的产品高?为什么品牌产品好销而你的产品卖不动?为什么你的产品销量很大但利润却低得可怜？其主要原因是品牌价值的体现。产品如何变成品牌产品？如何把产品打造成强势品牌？关键的第一步是进行品牌的战略规划。那么，如何进行品牌的战略规划呢？笔者主要从以下的五个核心方面，进行企业或产品的品牌战略规划工作。

　　YI、TILIANPINPAIDEHEXINJIAZHI，ZUOWEIQIYEDELINGHUN，GUANCHUANZHENGGEQIYEDESUOYOUJINGYINGHUODONG。

　　PINPAIDEHEXINJIAZHIDETILIAN，BIXUYAOJINXINGQUANMIANKEXUEDEPINPAIDIAOYANYUZHENDUAN，CHONGFENYANJIUSHICHANGHUANJING、XINGYETEXING、MUBIAOXIAOFEIQUN、JINGZHENGZHEYIJIQIYEBENSHENQINGKUANG，WEIPINPAIZHANLVEJUECETIGONGXIANGXI、ZHUNQUEDEXINXIDAOXIANG，BINGZAICIJICHUSHANG，TILIANGAODUCHAYIHUA、QINGXIDE、MINGQUEDE、YIGANZHI、YOUBAORONGXING、NENGCHUDONGHEGANRANXIAOFEIZHENEIXINSHIJIEDEPINPAIHEXINJIAZHI，YIDANHEXINJIAZHIQUEDING，ZAICHUANBOGUOCHENGZHONG，BATAGUANCHUANDAOZHENGGEQIYEDESUOYOUJINGYINGHUODONGLI。BIRU，BAISHAJITUANDEPINPAIHEXINJIAZHISHI“FEIXIANG”，GUANGGAOKOUHAOSHI“HEWUBAISHA、WOXINFEIXIANG”，TAJIRENMENYIZHONGMEIHAODEXIANGWANG。TABAQIYEDELIXIANG、WENHUA、CHANPINHEXIAOFEIZHEZHUIQIUDEJINGJIELIANZAIYIQI，RONGYIDEDAORENMENXINLINGDEGONGMING。ZAIPINPAICHUANBOHEYINGXIAOHUODONGZHONG，BAISHAJITUANJIJIDAZAOPINPAIGEXING，YIBAIHEFEIWUDEYANGZIZUOWEIXIANGZHENGNIAO，JIEHETIYUSHIJIAN，YITIYUXINXINGLIUXIANGZUOWEIXINGXIANGDAIYANREN，BAPINPAIHEXINJIAZHI“FEIXIANG”DEGAINIAN，BIAOXIANDELINLIJINZHI，CONGERDADAOTISHENGPINPAIJIAZHIDEMUDE。

　　ER、GUIFANPINPAISHIBIEXITONG，BINGBAPINPAISHIBIEDEYUANSUZHIXINGDAOQIYEDESUOYOUYINGXIAOCHUANBOHUODONGZHONGQU。

　　YIPINPAIHEXINJIAZHIWEIZHONGXIN，GUIFANPINPAISHIBIEXITONG，SHIPINPAISHIBIEYUQIYEYINGXIAOCHUANBOHUODONGDEDUIJIEJUYOUKECAOZUOXING；SHIPINPAISHIBIEYUANSUZHIXINGDAOQIYEDESUOYOUYINGXIAOCHUANBOHUODONGZHONG，SHIMEIYICIYINGXIAOCHUANBOHUODONGDOUYANYIHECHUANDACHUPINPAIDEHEXINJIAZHI、PINPAIDEJINGSHENYUZHUIQIU，QUEBAOQIYEDEMEIYICIYINGXIAOGUANGGAODETOURUDOUWEIPINPAIZUOJIAFA，CONGERWEIPINPAIZICHANZUOLEIJI。TONGSHI，HAIYAOZHIDINGYITAOPINPAIZICHANTISHENGDEMUBIAOTIXI，ZUOWEIPINPAIZICHANLEIJIDEYIJU。BIRU，MAIDANGLAODE“M”XINGBIAOZHI，WOMENSUICHUSUOJIAN，TEBIEXINGMU，NIHUIBEITADE“M”ZISUOXIYIN，DANGNIZOUDAOMAIDANGLAOCANTINGLIMIANSHI，“M”XINGWUCHUBUZAI，XIAODAOZHIJIN、BEIZI，DADAOZHAOPAI、QIANGBAO，WUXINGZHONGJINISHIJUEDEJIYI；TONGSHI，TAMENZAIJINXINGHUDONGCUXIAOHUODONGSHI，NITONGYANGGANSHOUDAO“M”XINGDECUNZAI，SUICHUKEJIAN。DANGRAN，PINPAISHIBIEXITONGBAOHANXUDUOYUANSU，BUSHILOGODEJIANDANZHONGFU；MAIDANGLAOGONGSIBUDANSHIPINPAISHIBIEXITONGZHIXINGDAOWEIDEDIANXINGDAIBIAO，ERQIESHIWOMENXUEXIDEBANGYANG。

　　SAN、JIANLIPINPAIHUAMOXING，YOUXUANPINPAIHUAZHANLVE；TONGGUOZHENGHESUOYOUDEZIYUAN，SHIXIANPINPAIJIAZHIDETISHENG。

　　JIANLIPINPAIHUAMOXING，SHIPINPAIZHANLVEGUIHUAZHONGYIXIANGZHONGYAODEGONGZUO。TABUDANGUIHUAHAOPINPAIDESHUXING、JIEGOU、MOSHI、NEIRONGJIPINPAIYUANJINGDENGWENTI，ERQIEZAIYINGXIAOCELVEJUECEZHONG，BIRU，RUHEQUSHICHANGGUIHUA？RUHEJINXINGPINPAIDEDINGWEIDENGWENTI，TIGONGJUYOUQIANZHANXING、ZHIDAOXING、KEXUEXINGHECAOZUOXINGDEYIJU。

　　RUHEGUIHUAHAOKEXUEHELIDEPINPAIHUAZHANLVE？BINGQIERUHEQUKAOLVHEYOUXUANPINPAIHUAZHANLVE？YESHIPINPAIZHANLVEGUIHUAZHONGZHONGYAODEHUANJIE。ZAIDANYICHANPINGEJUXIA，YINGXIAOCHUANBOHUODONGDOUSHIWEIRAOTISHENGTONGYIGEPINPAIDEZICHANERJINXINGDE，ERCHANPINZHONGLEIZENGJIAHOU，JIUMIANLINZHEHENDUONANTI。BIRU，SUIZHEQIYEDECHENGZHANG，CHANGCHANGHUICONGYONGYOUYIGEPINPAIDAOYONGYOUZHONGDUOPINPAI，ZHEISHIHOUZHUYILIDEJIAODIANJIUCONG“DAZAOYIGEQIANGSHIPINPAI”ZHUANYIDAO“DAZAOQIANGSHIDEPINPAIZUHE”，DUIYUZHEIYANGDEJITUANGONGSIERYAN，YONGYOUYILIANGGEQIANGDADEXIASHUPINPAISHIYUANYUANBUGOUDE，TAKEWANGNENGGOUSHIXIANSUOYOUXIASHUPINPAIDEZHENGTITISHENG。RUHEQUJINXINGPINPAIYANSHEN？YANYONGYUANYOUPINPAINI？HAISHICAIYONGYIGEXINPINPAINI？RUOXINCHANPINCAIYONGXINPINPAI，NEIMEYUANYOUPINPAIYUXINPINPAIZHIJIANDEGUANXIRUHEXIEDIAO？JITUANPINPAIYUGECHANPINPINPAIZHIJIANDEGUANXIYOUGAIRUHEXIEDIAONI？PINPAIYOUXUANZHANLVEJIUSHIYAOJIEJUEZHEIXIEWENTI。TONGSHI，ZHEIXIELILUNFEICHANGFUZA，ERSHIJICAOZUOGUOCHENGZHONGYOUJUYOUHENDADENANDU。

　　DUIDAQIYEERYAN，YOUGUANPINPAIHUAZHANLVEYUPINPAIHUAJUECEZHONGYIXIANGXIAOXIAOJUECEDOUHUITIXIANZAIQIYEJINGYINGDEMEIYIHUANJIEZHONG，BINGYICHENGSHUXIAOYINGJIAYIFANGDA；PINPAIHUAZHANLVEYUPINPAIHUAJUECESHUIPINGGAODI，JIANGHUIYOUBUTONGDEJIEGUO；RUGUOJUECESHUIPINGGAODEHUA，QIYEDUOYINGLIJIQIANWAN、JIYIYUANSHIHENPINGCHANGDESHIQING；RUGUOJUECESHUIPINGDIDEHUA，DAOZHIQIYEJIQIANWAN、SHANGYIYUANDESUNSHIYEHUIFASHENG。

　　DANGQIAN，GUONEIBUSHAOQIYEJIUZAIFAZHANXINCHANPINSHI，JIUZAIZHEIYIWENTISHANGJUECESHIWUERFANLECHUANDE，BUJINWEINENGCHENGGONGKAITUOXINCHANPINSHICHANG，ERQIEHAILIANLEILELAOCHANPINDEXIAOSHOU。BIRU，TAITAIYAOYEGONGSIJIUYOUZHEIYANGDELIZI，TAMENJINGYINGBAOJIANPIN“TAITAI”PINPAI，QUDEFEICHANGCHENGGONGDEJICHUSHANG，XIANGNANXINGSHICHANGKAIFAYIZHONG“HANLINQINGZHI”CHANPIN， TAMENCAIYONGLEXINPINPAIDECELVE，HUALEJIGEYIYUANDETUIGUANGFEIYONG，JINXINGLELITIGUANGGAO“HONGZHA”，ZUIZHONGCHANPINMAIBUDONG，SHISHENMEYUANYINNI？YINWEITAMENYANYONGLE“TAITAI”PINPAIDEJUECEMOSHI，FANLEYIGECHANGSHIXINGDEJUECECUOWU，NANRENDOUYINWEIYOUDUNANERZIHAO，ZUOWEIZHENDUINANREN，ZHUYAOTONGGUO“QINGZHI”LAIZHILIAODUNANDE“HANLINQINGZHI”CHANPIN，ZENMEHUIYOUSHICHANGNI!ZAIGUOWAI，PINPAIDINGWEIZHUANJIABAOJIEGONGSIYEFANGUOLEISIDECUOWU，TACENGJINGSHENGCHANYIZHONGXIAOHAIYONGDE“ZHIJINNIAOKU”，FANGBIANJIEJUEHAIZIMUQIN“HUANNIAOKU”ZHIKU，TADEPINPAISUQIUSHI“FANGBIAN、GANJING”，YUSHI，HUALEYIYIDUOMEIJINJINXINGSHICHANGTUIGUANG，DANDABUDONGMUBIAOXIAOFEIZHE，WEISHENMENI？TAMENTONGGUOSHENRUDEDIAOYAN，FAXIANPINPAIDESUQIUBUDUI，YINWEIZAISHENGHUOXISUZHONG“HUANNIAOKU”SHIMUAIDEYIZHONGTIXIAN，MUQINBUYINGGAIWEILEFANGBIAN，ERBEIRENZHIZEWEIBUFUZERENDEXINGWEI，YINERTAMENXIANGMAIYEBUGANQUMAIZHEIZHONGCHANPINLE!JINGUANCHANPINBUCUO，YOUHENDADEXUQIUSHICHANG，HUSHILEXIAOFEIZHEDESHENGHUOXIGUAN，BAOJIEGONGSIFUCHULECHENZHONGDEDAIJIA!TAFAXIANLEWENTIHOU，GANJINBACHANPINDINGWEIWEI“JIANKANG”GAINIAN、 DAZAOCHENG“YOULIYUHAIZIJIANKANG”DECHANPIN，ZHONGYUDAKAILESHICHANGJUMIAN，BAOJIEGONGSIYEHUODELEKEGUANDELIRUN。KEJIAN，PINPAIHUAZHANLVEYUPINPAIHUAJUECESHIHEDENGDEZHONGYAO!

　　SI、JINXINGLIXINGDEPINPAIYANSHENKUOZHANG，BIMIAN“PINPAIXISHI”DEXIANXIANGFASHENG，ZHUIQIUPINPAIJIAZHIZUIDAHUA。

　　PINPAIZHANLVEGUIHUADELINGWAIZHONGYAONEIRONGZHIYI，JIUSHIDUIPINPAIYANSHENJINXINGKEXUEHEQIANZHANXINGDEGUIHUA。YINWEICHUANGJIANQIANGSHIPINPAIDEZUIZHONGMUDE，SHIWEILECHIXUHUOQUJIAOHAODEXIAOSHOUYULIRUN，SHIQIYENENGGOUCHIXUJIANKANGDIFAZHAN；WEILESHIXIANQIYEDEKUAYUESHIFAZHAN，JIUYAOCHONGFENLIYONGPINPAIZIYUANZHEIYIWUXINGZICHAN，YOUYUWUXINGZICHANDEZHONGFULIYONGSHIBUHUACHENGBENDE，ZHIYAOYOUKEXUEDETAIDUYUGAOCHAODEZHIHUILAIGUIHUAPINPAIYANSHENZHANLVE，JIUNENGSHIXIANPINPAIJIAZHIDEZUIDAHUA。

　　NEIME，RUHEQUJINXINGPINPAIYANSHENDEGUIHUANI？WOMENBIXUSIKAORUXIAWENTI：SHOUXIAN，YANSHENDECHANPINSHIFOUTONGPINPAIHEXINJIAZHIYIZHINI？QICI，YANSHENDECHANPINSHIFOUYOUGUANLIANXING？SHIFOUYOUYIDINGDESHICHANGGUIMO？CHANPINNENGGOUJINRUQIANSANMINGMA？DISAN，RUHEYUMAIPINPAIYANSHENDEGUANXIAN？RUHEZHUAZHUSHIJIJINXINGPINPAIYANSHENKUOZHANG？RUHEYOUXIAOHUIBIPINPAIYANSHENDEFENGXIANDENGDENG。BIRU，QINGDAOHAIERGONGSIJIUHENHAOJIEJUELEZHEIXIEWENTI，CHENGGONGSHIXIANLEDANYIPINPAIZHANLVEHEPINPAIYANSHENZHANLVE；TACONGSHENGCHANDIANBINGXIANGQIJIA，BINGJIANLILEQIANGSHIPINPAI，RANHOUCAIYONGPINPAIYANSHENKUOZHANGZHANLVE，YANSHENDAOBAISEJIADIANHETONGXINXINGYEBAOKUOSHENGCHANKONGDIAOJI、DIANSHIJI、SHOUJI、DIANNAODENGCHANPIN，TAMENHENHAOBAHAIERDEPINPAIHEXINJIAZHI“ZHENCHENGFUWU”HEYANSHENCHANPINDEXIANGGUANXINGYOUJIDILIANXIQILAI，BINGQIEGEZIQUDEHENDADESHICHANGGUIMO，ZUIZHONGCHENGGONGSHIXIANLEQIYEPINPAIDEKUAYUESHIFAZHAN。RUGUOPINPAIYANSHENZHANLVESHIWUDEHUA，JIUHUIZAOCHENG“PINPAIXISHI”DEXIANXIANGFASHENG，JIUHUISHANGHAIPINPAIDEZHUTI，JIUHENNANHUOQUJIAOHAODEXIAOSHOUYULIRUN，GENGTANBUSHANGPINPAIDEJILEI。ZAIGUONEI，ZHEIYANGDEXIANXIANGJINGCHANGFASHENG。BIRU，WAHAHAJITUANCENGSHOUGOULE“GUANDIJIU”QIYE，XIANGTONGGUOTAJINJUNBAIJIUXINGYE，ZHEIZHONGHAOBUXIANGGANDEPINPAIYANSHENJUECE，SHANGHAIDAOLEWAHAHAPINPAI，YEZAOCHENGLE“PINPAIXISHI”；WAHAHAPINPAIBENLAISHIYINLIAOXINGYEDEZHUMINGPINPAI，RUGUOTUICHUWAHAHAPINPAIJIUDEHUA，XIAOFEIZHERONGYICHANSHENGPINPAILIANXIANG，TAJIUHUIXIANGDAOJIUZHONGJIASHUIDECHANPIN，SHEIGANQUMAIZHEIZHONGCHANPINNI？

　　WU、JIAQIANGPINPAIGUANLI，BIMIAN“PINPAIWEIJI”SHIJIANDEFASHENG，CONGERLEIJIFENGHOUDEPINPAIZICHAN。

　　PINPAIXIANGYIGEREN，MEITIANBIXUXIXINAIHU；PINPAIYEYOUSHENGBINGDESHIHOU，BIXUJINXINGZHENDUANHEHULI。RUGUOYAOCHUANGJIANQIANGSHIPINPAI，LEIJIFENGHOUDEPINPAIZICHAN，JIUYAOJIAQIANGPINPAIDERICHANGGUANLIHEWEIHU，JINLIANGBIMIAN“PINPAIWEIJI”SHIJIANDEFASHENG。

　　RUHEDUIPINPAIJINXINGGUANLINI？SHOUXIAN，YAOWANZHENGLIJIEPINPAIZICHANDEGOUCHENG，TOUCHELIJIEPINPAIZICHANGEXIANGZHIBIAORUZHIMINGDU、PINZHIRENKEDU、PINPAILIANXIANG、YIJIANENGLI、PINPAIZHONGCHENGDUDENEIHANJIXIANGHUZHIJIANDEGUANXI。QICI，ZAICIJICHUSHANG，JIEHEQIYEDESHIJI，ZHIDINGPINPAIJIANSHESUOYAODADAODEPINPAIZICHANMUBIAO，SHIQIYEDEPINPAICHUANGJIANGONGZUOYOUYIGEMINGQUEDEFANGXIANG，ZUODAOYOUDEFANGSHI，JIANSHAOBUBIYAODELANGFEI。DISAN，WEIRAOPINPAIZICHANMUBIAO，CHUANGZAOXINGDICEHUADICHENGBENTISHENGPINPAIZICHANDEYINGXIAOCHUANBOCELVE，BINGYAOBUDUANJIANHEPINPAIZICHANTISHENGMUBIAODEWANCHENGQINGKUANG，DIAOZHENGXIAYIBUDEPINPAIZICHANJIANSHEMUBIAOYUCELVE。DISI，JIANLI“PINPAIYUJINGXITONG”，BIMIAN“PINPAIWEIJI”SHIJIANDEFASHENG；RUGUO“PINPAIWEIJI”SHIJIANZHENDEFASHENGLE，YAOJISHICHULIHEYONGYIZHONGSHENGYINSHUOHUA，JINLIANGJIANSHAOPINPAIDESUNSHI。

　　ZAIPINPAIGUANLIDEGUOCHENGZHONG，“PINPAIWEIJI”DESHIJIANSHIYOUFASHENG，YAOYINQIGUANLIZHEDEGAODUZHONGSHI。BIRU，ZHONGGUOZHUMINGBAOJIANPINPINPAI“SANZHUKOUFUYE”，FASHENGLEYIJIANCHISIRENSHIJIAN，YOUYU“PINPAIWEIJI”SHIJIANCHULIBUDANG，XIAOXIHENKUAICHUANBIANSHENZHOUDADI，DUNSHI，“SANZHUKOUFUYE”CHANPINDEXIAOLIANGDAJIAN，SHENZHITINGCHAN，YANZHONGSHANGHAILEPINPAI；SUIRANSHIHOUDIAOCHACISHIJIANYU“SANZHUKOUFUYE”CHANPINWUGUAN，DANZHIJINTAHAIMEIYOUHUIFUGUOLAI，LINGRENWEIZHIWANXI!YOUYUPINPAIGUANLIBUDANG，ZAIJIASHANGSHICHANGWUQING，NIYOUNENGGUAISHEINI？LEISIDEXIANXIANGHAIHENDUO，ZAICI，WOBUYIYIJULI。

　　ZONGZHI，PINPAIZHANLVEGUIHUAGONGZUOSHIYIXIANGFUZADEXITONGGONGCHENG。RUGUOMEIYOUTA，PINPAIJIUXIANGWUTOUDECANGYINGYIYANG，ZUIZHONGTOUPOXUELIU，DEBUCHANGSHI；ZHIYAOANZHAOSHANGSHUWUGEHEXINFANGMIANJINXINGPINPAIZHANLVEGUIHUAYUKEXUEGUANLI，PINPAIJIUXIANGNIANQINGLIZHUANGDEXIAOHUOZIYIYANG，HUOLIWUXIAN!SHICHANGHUHUANPINPAI， PINPAIXUYAOGUIHUA，PINPAIZHANLVESHIDAIDAOLE，QIYEJIAMEN，NIZHUNBEIHAOLEMA？

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