文档介绍：品牌战略的核心:赢取顾客心智
内容提要
在营销过程中,大家都熟悉几个常规的定律:开发一个新客户比留住一个老客户要多花去5倍的费用;你的20%左右的客户带来了你80%左右的收益;要想赢得客户,就赢得客户的心;互利互惠是买卖双方得以长期合作的最高准则;在市场经济浪潮中,我们人人都是顾客(客户);客户不总是对的,但他们都永远都是第一,是的,在心智竞争的今天,能否占领客户心智是企业存亡发展的关键。
关键词:顾客心智企业发展
目录
顾客心智的重要性··························································2
(一)心智资源的概念·············································2
(二)品牌的成功与消费者心智资源之间的关系····························2
企业获取顾客心智面临的问题················································2
企业缺乏“心智资源”意识··················································3
没有正确认识顾客心智系统··················································3
企业过多关注企业内部运营,却忘记在顾客心智中定位···························4
中国企业获取顾客心智面临的挑战···········································5
企业如何获取顾客心智····················································5
赢取顾客心智的关键因素·················································6
中国企业赢取客户心智的措施················································6
结论
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参考文献·································································8
一、顾客心智的重要性
(一)心智资源的概念
所谓心智是指深植于人们内心深处的对外部世界的认知,包括世界观、人生观、风格、信念、逻辑和情感,甚至图像、印象等。所谓消费者心智是指深植于消费者内心深处的对消费品市场的认识,这些认识能够充分反映消费者价值观,个性主张,它总是以反映某种符合消费者既得利益的概念出现。人们在追求心理需求满足的过程中,消费者心智起到对消费者购买意识控制的作用,从而在消费者头脑中影响并决定其对消费者对象做出选择。
(二)品牌的成功与消费者心智资源之间的关系
由于消费者能决定消费者的购买行为,而消费者心智,同消费者购买力一样是有限的,这种作用性体现了消费者心智的价值性,有限性决定了消费者心智的稀缺性和由此引起品牌竞争性,这些特性要求我们必须将消费者心智当作资源,即消费者心