Unique Selling Proposition Unique Selling Proposition ? ? ? The USP theory. 50 early ÂÞÉªÈð·òË¹ (Rosser Reeves) proposed USP and demand to that a &quot;unique selling proposition&quot; (Unique Selling Proposition), referred to as USP theory. USP theory consists of three aspects: First, not only by each ad text or images, but also for consumers to make a suggestion that the purchase of this product will be a clear benefit; Second, the proposal must be unique to the brand is competing brands can not be made or had not made; Third, this proposal must have sufficient strength to attract, moving to consumers, attract new customers to buy your stuff. Simply put, USP is: the unique marketing theory, that is a selling point, or appropriate to the product positioning. USP theory of the origin of strategy: 1969: Position - to win the market and create new differences In an increasingly competitive market, how to create and there are other differences between opponents in a major marketing focus, marketing master has proposed three effective theories and strategies. Orientation of the 70s, not only to provide greater creative new ideas and methods, but the entire marketing campaign of the strategic high ground is to decide Zhuduo ²ßÂÔ the starting point and the basis of 50 years - product of the times: the early &#39;50s Alvarez proposed USP and demand to consumers that a &quot;unique selling proposition&quot; (Unique SalesProPosition), and this idea is that competitors can not do. But by the late 50&#39;s early 60&#39;s, with advances in technology and imitation of various alternatives are emerging, USP has become increasingly difficult to find 60&#39;s - the image of the times: David Ogilvy made the brand image of that point of interest in the product features become smaller and smaller cases, Ogilvy&#39;s image of that when consumers value the real and psychological interests, and, while the visualization of the brand is the brand brought the psychological benefits. This theory, under the guidance of Ogilvy successfully engineered Rolls-Royce cars, Hathaway shirts and other internationally renowned brands, resulting advertising industry blowing the &quot;brand image of&quot; the whirlwind. 70&#39;s - Location of the times: in 1969 two American young people to Trout and Ries (Trout ¡¤ J &amp; Rise ¡¤ A) Location of proposed (Positioning); 1979 published book &quot;Positioning: Psychological War.&quot; On the location of stress along with intensified competition, homogenization, similarity, the more serious, so it is necessary to create psychological differences, personality differences. Advocates from the communication target (consumer) perspective, outside-mind in the dissemination of the object to occupy a favorable position. In order to innermost last, we need research to understand consumers are thinking, through the research to find a unique market position. In 1996, Trout, etc. (Trout ¡¤ J &amp; Rivikin ¡¤ S) has published &quot;New Orientation&quot;, whic made consumers five of &quot;Mind&quot; (thinking), and focuses on the &quot;reorientation&quot; ( Repositioning), to achieve beyond innovation. 70&#39;s: the concept of social marketing - the new corporate social responsibility and corporate values, not just to make money - outstanding entrepreneurs and corporate culture to pursue higher value targets. Non-profit marketing Marketing is not only a valuable marketing business way of thinking can also apply to commercial activities, a wide range of organizations and individual activities. Kotler and Î÷µÂÄáÀ³Î¬ made in 1969, &quot;expansion of the marketing&quot; ideas. That applies not only to marketing products and services, but also to the organization, ideology, government, schools, political parties, politics. Regardless of whether these organizations currency transactions, in fact, are engaged in marketing. This makes the application of marketing areas to become &quot;all-pervasive.&quot; &lt;BR&gt; From Europe and the United States or our political party activities in Hong Kong to see which marketing techniques. From the U.S. president, governor election costs rising each year, growing number of advertising, the increasing activities of the event can see the political use of marketing. Who can raise enough campaign funds to determine the length of their television appearances; who is on the voters mind, mental grasp accurately and also can be more targeted to release its &quot;policy agenda.&quot; Similarly, rising levels of public service commercials, public service advertising more and more time, that the &quot;expansion of the marketing&quot; meaning. &quot;Expand the marketing&quot; ideas was to bring more social activities into marketing considerations. &quot;Expand the marketing&quot; gives us a lesson that big a country party politics, every introduction of an activity to promote a political philosophy of each, each to develop a policy should be put to use at least, so most people know, for most people agreed to reduce the waste of promotional expenses; more first survey targeted research, to communicate with the language of the people to achieve the best results. To a small event, a plan must be reached with a minimum budget of the largest known, attracted the most interest, the greatest support and participation. &quot;Expand the marketing&quot; in the development community has further room for development. Of course, some scholars oppose &quot;the expansion of marketing&quot;, that marketing is not &quot;one size fits all&quot; thing. 80: customer satisfaction excellence companies must proceed from the customer needs is the essence of the marketing concept. Customer satisfaction. Since the 80s, a new concept of marketing strategy in Japan, the rise of Europe and America, that is, customer satisfaction (Customer Satisfaction). Kotler that &quot;satisfaction is a feeling state level, which originates from the idea of a product&#39;s performance or output and the expectations of the people carried out by comparison.&quot; Therefore, the goal of marketing is to raise expectations and increase the performance, a combination of both, the pursuit of so-called &quot;overall customer satisfaction (Total Customer Satisfaction)&quot;. Customer expectations of products or services from past experience, the experience of others, marketing personnel or competitor information commitments: the performance of the overall customer value from (from the product value, service value, personnel value and image value form) and the overall customer costs (by the cost of money, time, cost, physical cost, the spirit of cost structures) differences. Erected overall customer satisfaction and customer emotional connection between cultivate customer loyalty, brand or company&#39;s overall quality as customer satisfaction is significant, since 1987 the establishment of the United States Department of Commerce Malcolm Baldrige National Quality Award (Malcotm Baldrig6 National QualityAward), to place customer satisfaction the most important position, accounting for 30% of the weight. Satisfaction of the eight sub-projects should also tell us how to implement customer satisfaction strategy. These subprojects are: customer demand and expectations of awareness, customer relationship management, customer service standards and commitment to customers, quality improvement requirements on the solution of customer satisfaction recognition, customer satisfactory, more customer satisfaction. The research became a necessary means to achieve customer satisfaction, these eight factors need to be research based. Since 1988, the beginning of the U.S. National Quality Award, Motorola, Xerox, Federal Express (FedEx), IBM, Ritz Carlton Hotel (RitZCarlton), Texas Instruments, AT &amp; T, etc. The company has received this award, they were all in the customer satisfaction aspects of excellence. Relationship marketing - a return to people After a hundred years after the marketing focus has finally returned to the marketing activities of the subject - the relationship between man and man, it can be said that a return is to the Eastern culture, Western culture, a return swing. In 1985, Barbara Bender Jackson stressed the relationship marketing (Relation Marketing) importance. Relationship marketing is the establishment of the West to maintain and develop customer relationship marketing process, goal is to build customer loyalty. In contrast to traditional transaction marketing to customers to increase economic, social, technical support and other value-added. Marketing, relationship marketing can better grasp the concept of essence. Company is not only a purchase but rather to build relationships. When the service trade in the products become increasingly prominent in time, relationship marketing is more than transaction marketing. In fact, bulk products, equipment, professional services, we have seen much higher than transaction marketing for relationship marketing. However, consumer packaged goods industry, relationship marketing mor suitable for cooperation with distributors, but with the end consumer, the more the transaction marketing. Relationship marketing to emphasize that the human relationship marketing activities, namely the marketing of humanity, and thus close to the Chinese culture, because Chinese culture has long attached great importance to all kinds of &quot;relations&quot; to grasp the world. 90 years from the last century to the new century, this decade was the fastest-growing mainland China market as a stage, also the birth of a lot of great marketing communication concept, which has an enterprise or in one fell swoop Chengjiu, a brand, or a stroke Zhuanbian market operation rules. Obtained by finishing top ten marketing communications concepts, these seemingly simple and &quot;outdated&quot; concept is a miracle of marketing, in all the &quot;physical fight&quot; (such as channels battle, the price war, sales war, etc.) Nowadays, these This should not be ignored by everybody but is being largely overlooked classic case of integrated marketing together should give the Chinese people inspired some of the profound, worthy of the new century marketers food for thought again. 1, white with black - treatment of colds, black and white In 1995, the &quot;white with black&quot; listing only the 180-day sales of 160 million yuan on the break, cold medicine in a crowded market, 15% of the share split, boarded the second in the brand&#39;s position in the history of marketing communications in China , called a miracle. This phenomenon is known as &quot;white with black&quot; shock, in the marketing sector had a strong impact. In general, homogeneous market, difficult to find a &quot;unique selling proposition&quot; (USP). Cold medicine market, many similar drugs, the market has shown a high degree of homogeneity of the state, and both Chinese and Western medicine, are difficult to make a substantial breakthrough. Contac, Cabernet Franc, 39 other &quot;biggest names&quot; With a strong advertising campaign before their occupation of a site, but Gaitianli this strength is not very strong pharmaceutical companies, actually in just six months later by the home on The key is a new product concept. &quot;White with black&quot; is a great idea. It sounds simple, but the cold medicine into white pieces and black pieces, and put cold medicine in the sedative &quot;chlorpheniramine&quot; on black film, the other did not do anything; but in reality is not simple, not only look at the brand the formation of competing brands with very different, more important is it consistent with the consumer&#39;s life style, to the spreading effect caused a strong association. Assistance in advertising, &quot;white with black&quot; identified altogether concise advertising slogan, &quot;Treatment of a cold, black and white&quot;, all of the advertising communication of the key message is &quot;piece of white clothing during the day, not sleepy; evening clothes black films, sleeping of Hong. &quot; Product names and advertising messages are clearly communicated the product concept. Second, Safeguard - then who rule the roost soap home on the market March 1992, &quot;Safeguard&quot; to enter the Chinese marke as early as 1986, entered the Chinese market, &quot;Hercules&quot; has been firmly occupy the soap market. Epigenetic &quot;Safeguard,&quot; but in just a few years, brutally, called &quot;Hercules&quot; from the soap king of the pull-down. According to 2001 data, Safeguard market share of 41.95 percent, higher than the second place 14 points Lux. Safeguard&#39;s success has a lot of factors, but the key point is that it has found a new and accurate &quot;sterilization&quot; concept. In the beginning of the Chinese people wash their hands with soap when Safeguard started it up to 10 years of &quot;education&quot;, to the Chinese people truly clean hands - washed off the stains visible, invisible bacteria you wash it? In the Safeguard of marketing communications, the &quot;sterilization&quot; as the axis of the concept of demand &quot;effective sterilization of family care&quot;, and in advertisements by playing cars on the clogged, carry gas cylinders and other scenes to tell you, life will be infected with many bacteria, the bacteria under a magnifying glass, &quot;give you a jump.&quot; Then, Safeguard and through the &quot;contains antibacterial ingredients &#39;Di Bao skin&#39;,&quot; the rational appeal and experiments to prove Minsheu Safeguard allows you to hand wash &quot;clean&quot;, In addition, through the &quot;Chinese Medical Association Verification&quot; enhanced brand trust. Third, melatonin - shouted from the gift market in China In China, if anyone mentioned &quot;does not receive this year&#39;s feast,&quot; one can easily tell you &quot;gifts received only melatonin.&quot; Melatonin has become the first representative of the gift market. Sleep disturbance in the elderly has been the problem, due to insomnia and sleep-deprived people everywhere. Data statistics, there are at least 70% of the country there is lack of sleep phenomenon of women, 90% of elderly people are often sleep well. &quot;Sleep&quot; market so large, however, K of hearts to bring &quot;the blood&quot;, 3 Oral carry &quot;conditioning stomach&quo to create the concept of health care products in China, after the market peak, in the health industry fall into the bottom of credibility, the melatonin rely on a &quot;sleep&quot; concept can not rapid rise. As a single variety of health products, melatonin to rapidly start a very short time the market, and landed on China&#39;s health industry &quot;leader&quot; of the throne, leading up to China&#39;s health industry for five years. The main factor of its success is to find a &quot;gift&quot; axis concept. China, ceremonies. A New Year gifts, visit friends and relatives, the patient gifts, public relations gifts, wedding gifts, gifts lower to higher levels, young people and various gifts of the older acts of gift giving, gift market He Qihao large. The success of melatonin, the key is located in the huge gift market, and predisposed to benefit from the &quot;Position First&quot; rule, the first clear positioning itself as a &quot;gift&quot; - to lead the consumer trend of gift positioning. 4, Robust, 27th floor cleaning After rounds of &quot;water war&quot;, drinking pattern of the market forming the three pillars: Wahaha, Robust, farmer spring, even the powerful Master Kong has once been out of the water market. Looking at the success of the water, purified water Robust benefit from the success of its &quot;27 layer cleansing&quot; the concept of marketing communications. Robust pure water market at the beginning, we recognized that a rational appeal to lead the charge to establish the importance of a strong brand identity, so there will be a &quot;27 floor clean,&quot; the rational demands of the birth of classic advertising. The beginning of the year prevalence of pure water, all the purified water brand ads say its pure water pure. Consumers do not know which brand of water is really pure, or more pure time, pure water in a variety of media Robust launched a unified advertising selling point, prominent Robust pure water purified through 27 layers of its pure water Pure proposed a strong support point. This series of ads in a number of similar products in the ads stand out quickly, Robust purity of pure water left a deep impression to the audience, &quot;Robust layer of clean pure water through the 27&quot; very soon a household name. &quot;27 layer cleansing&quot; to the consum a &quot;very clean, reliable&quot; impression. 27 Purifying What is this? Other pure water manufacturers fail to process it? Definitely not. USP, one said it, the concept of marketing communications only. 5, farmer spring, sweet but still happy In 1998, Wahaha, Robust, and many other brands of mineral water war is waged, and in front of Wahaha and Robust, the farmer had just come out of spring weakened in the face, another farmer spring only from the Kuril Lake water, transportation costs. Nongfushangquan into the market at this time and in a few years withstood the impact of many domestic and foreign brands, retaining its position as the top three industries, the success of its marketing in its strategy for differentiation. And differentiated from the direct performance of &quot;a little sweet,&quot; the concept of creativity - &quot;Nongfushangquan a little sweet.&quot; &quot;Farmer Spring&quot; was a bit sweet? No, just the concept of marketing communications. Farmer spring water from the Lake, is a summary from a lot of mountain spring water, through the Thousand Island Lake of the self-purification, purification, can be said that the sweet spring water. But how can consumers and visually recognize Nongfushangquan the &quot;origin&quot; and how to form a beautiful &quot;Oasis&quot; impression? This requires a simple image of the concept of marketing communications. &quot;Nongfushangquan a little sweet&quot; does not require the water must be a bit sweet, sweet is synonymous with good water, as did coffee taste bitter, but Nestle said delicious description of coffee is good coffee. Chinese is &quot;Oasis&quot; in explaining the water is sweet. &quot;Sweet&quot; not only deliver good quality information, but also directly reminiscent of the sweet refreshing spring water, drinking up the natural feeling &quot;a little sweet.&quot; 6, Nongfuguoyuan, a &quot;shake&quot; three &quot;bird&quot; Both father and son dressed in beachwear, the fat in a liquor store to buy drinks before; See Nongfuguoyuan poster reads a &quot;Nongfuguoyuan, Shake be drinking&quot;; So funny but cute son raised his hands to twist the body, a beautiful salesgirl looked suspiciously They face; (Shot of a turn) I play: Nongfuguoyuan by the three kinds of fruit to blend a shake before drinking; (Vision) two father and son gone to my hips. When first seen this ad, first one happy, then very excited - the marketing sector, one more great classic idea! Is Yangshengtang, again in a competitive industry has been very intense, but also a classic concept of marketing communications, will create another marketing miracle! We can not but Yangshengtang comrades Heart respect! Unified main female consumer market, shouted, &quot;Drink more beautiful&quot; slogan, Master Kong, Jianlibao, Huiyuan, also have used beauty line. Master Kong signed Gigi Leung as &quot;Daily C fruit juice,&quot; beating the drums, Jianlibao hire Asian Pop Ayumi Hamasaki as a &quot;Fifth Season&quot; the image of th spokesperson, Huiyuan cold filling in the information after a while, invited South Korean actor nowadays all the most red Zhi Xian as &quot;real orange&quot; spokesperson. PET packaging of fruit juice market, once the beautiful clouds. The subsequent Nongfuguoyuan &quot;not in sex temptations,&quot; extraordinary your opinion, again using a different strategy to an action as its unique brand identity - &quot;Shake.&quot; This is a great idea! Three kinds of fruit to blend a shake before drinking. &quot;Shake it&quot; the most visually suggests the consumer is made by the three kinds of prepared fruit, shake can taste unity; In addition, the more wonderful is the silence speaks to convey a high juice content - because my juice content is high, can shake the material more thick shake that concept. &quot;Shake&quot; is behind &quot;I have goods&quot; subtext. Sentence in Nongfuguoyuan ad before playing, and many fruit drinks and even oral liquid product packaging will have to be such a line of small print - &quot;If precipitation, for the flesh (active ingredient) precipitation, after shaking invited to drink&quot; . This row of small print seems to remove a misunderstanding - that is not my product has been precipitated bad, drinking on the line after shaking. In fact, a very good selling point - it proves that high fruit juice products, but such language in a variety of packaging has been for many years, nobody Guan Zhu Guo corner of the &quot;ugly duckling.&quot; Nongfuguoyuan found that the white swan, and her dress became the star of a new package - a fantastic slogan &quot;Shake before drinking&quot;, has become a unique sellin point. Meanwhile, the emotional identity, &quot;Shake it&quot; makes propaganda juice products with similar aspirations very different, with its unique interesting, entertaining additional consumer Memory. VII 1:1:1, Jin Long Yue than the new world In China, Kerry Oils &amp; Grains (under the Malaysian Kuok Brothers Group, founded by ethnic Chinese Hong Kong Branch)&#39 the &quot;Jin Long Yue,&quot; oil, 10 years has been overwhelmingly small package edible oil industry, retaining its position as the first brand position. Blend oil this product is &quot;Jin Long Yue&quot; created. At first, Jin Long Yue has been very popular in the introduction of salad oil abroad, and found that although there is a market, but not completely accepted by Chinese. The reason is the high level of salad oil refining though, but not too much oil incense, do not meet the Chinese diet. Later, Jin Long Yue developed the peanut oil, rapeseed oil mixed with salad oil products, so that the pure salad oil demand for health and the combination of Chinese, making product innovation has earned the Chinese market. In order to &quot;Jin Long Yue&quot; to create a strong brand, &quot;Jin Long Yue&quot; in brand innovation, from the initial &quot;warm affection. Jin Long Yue family&quot; as a &quot;healthy living Jin Long Yue&quot;, however, for many years marketing communications, these &quot;fuzzy&quot; concept of offering consumers remember the brand of &quot;Jin Long Yue&quot; is the brand name, and do not lead to more associations, but we do not seem clear to blend oil mentor is What, what good. In 2002, &quot;Jin Long Yue&quot; another leap gantry, received a new breakthrough, the key lies in the new concept of marketing communications, &quot;1:1:1.&quot; Seemingly simpl &quot;1:1:1&quot; concept, with the &quot;1:1:1&quot best nutritional supplements, &quot;the rational demands of both the image to convey the Jin Long Yue made by the three kinds of oil harmonic characteristics, perhaps Consumers &quot;think,&quo only &quot;1:1:1&quot; and Jin Long Yue is the best cooking oil. Decade of grinding sword. Jin Long Yue of China in 2002, so that consumers only really know the cooking oil, the key is to find a simple concept of marketing communications. 8, taken music scraps, dig a new selling point for drugs In the long 10 years time, to nutrition, supple, dandruff Three Musketeers, represented P &amp; G Pantene, Rejoice, Head &a Shoulders shampoo almost monopolized the Chinese market, the lion&#39;s share. To be developed in the shampoo area of business enterprises are overwhelmed by the three mountains, are all living in the shadow of P &amp; G&#39;s difficult to see the light. Later, the &quot;Shu Lei&quot;, &quot;Feng Ying&quo &quot;Xia Shilian,&quot; &quot;Hercules,&quot; &quot;flowers&quot; and so many shampoo brands Gengrang h to break. Mining Music &quot;came out&quot; of the international, domestic dandruff shampoo market is relatively mature, the demands from the product point of view, it seems no longer gap can be drilled. The Xi&#39;an-Janssen production of &quot;Caile&quot; to cure for dandruff, listed at the beginning it easy to enter the market, sales rising, stood out. &quot;Mining Music&quot; is a breakthrough treatment. Its success is mainly from product innovation, the shampoo when the drugs to sell at the same time, based on the ingenuity of this marketing channel &quot;for sale in major drug stores,&quot; also contributed. To dandruff cure for the pharmaceutical industry can not find a strong competitor in the field of shampoo even if unhindered! Triatop find an excellent market for blank areas, and a unique quality, succeeded in capturing the market. &quot;Dandruff is a fungus on the scalp caused by over-breeding, remove dandruff should kill the fungus; ordinary shampoo and only wash her hair dandruff, our approach, killing the hair on the fungus, with 8 times, for fundamental . &quot; Functional properties of these unique demands, a strong grasp of the psychological needs of target consumers, allows consumers to address the fundamental dandruff, the forgotten dandruff shampoo, think of the &quot;take delight.&quot; 9, Haier oxygen bar air-conditioning, aerobic exercise a dynamic Brought air conditioning industry, we often think of &quot;price war&quot;, when we at guessing who will be the 2003 price war first started shooting in the enterprise, and much earlier than last year when a long shot, there was a market kinds of consumers whom the eyes shining, and marvel products: oxygen bar air conditioning. In face of &quot;SARS&quot; and &quot;cool summer&quot;, the prices of raw materials, multiple &quot;oppression&quot; of 2003, Haier air conditioning is still held up quite well, the most important factor from the product (concept) innovation - oxygen bar air conditioning. Not so much a product design&#39;s success, as it is the success of the concept of innovation is to pay close attention to consumers living, born in a successful way to meet demand. Oxygen Bar Air creativity is simple - under the indoor oxygen shortage caused by closed (although this relative lack of oxygen and little impact on the people), by increasing the oxygen content of air-conditioning; the principle is very simple - according to the design of this air-conditioning Haier air conditioning experts, but the air conditioning on with a special oxygen-rich films to film through this layer to 30% oxygen concentration, and then pump Jiang containing 30% oxygen in the air into the room, to ensure indoor air enough oxygen, not only ensures the vitality of the people, but also to avoid the air conditioner&#39;s disease. Haier oxygen bar air-conditioning, by product (concept) of the difference in design, achieved another beyond. In other air conditioner brands hold high price of butcher&#39;s knife to kill the reign of terror, the Haier again through a simple and great innovative products (concept) exclusive high profits. 10, Huiyuan Juice - &quot;cold&quot; hot market June 3, 2003, in the fruit juice market, the sound of a hot war, officially launched in Beijing Huiyuan Group, &quot;Cold&quot; program, the domestic nine-known food experts in a report entitled &quot;Huiyuan PET aseptic cold filling technology appraisal book&quot; on signed their names. Including China Light Industry Association, including vice president of Pan Beilei experts believe that the Huiyuan juice industry in China the first application of PET aseptic cold filling technology will enable the Chinese juice market has entered a &quot;technical decision to market&quot; a new stage. The so-called &quot;cold&quot; program, that is, PET aseptic cold filling Huiyuan&#39;s production technology. In the Huiyuan &quot;PE cold filling&quot; ad, an orange &quot;shabu&quot; to tear up a represent &quot;traditional hot-fill&quot; of the oranges. Aseptic cold filling technology, with instantaneous sterilization, and then filling in the 25 degrees Celsius ambient temperature, heating time can minimize the juice, so that greatly reduced the loss of thermal components, thereby ensuring juice taste fresher and more natural. There is a problem caused a lot of people did not understand, Huiyuan early 2001 on the introduction of the three aseptic PET production line, why is it that in June 2003 only with propaganda? The concept of marketing communications only. Huiyuan in 2003 to find a valuable concept. Whether consumers can distinguish between hot filling of fruit juice and cold filling of fruit juice which tastes better then? No also. But consumers can clearly feel the &quot;cool&quot; it tastes better, &quot;cool&quot; just does not make nutritional damage. We do not need to study the so-called &quot;hot fill&quot; in the end how much of the impact of nutrition and taste, but as long as we believe the &quot;cool&quot; than the &quot;hot&quot good enough! Marketing, product shop to the consumer, it is more necessary to value the concept of laying into the minds of consumers. Revelation 1: consumer brand awareness Today&#39;s market, do not care what your product in real terms (advances in technology make it easy for everyone in the products of a high degree of homogeneity), the key is how consumers view your brand. 90&#39;s of last century, a famous professor at Northwestern University in its DE Schultz world&#39;s first &quot;integrated marketing communications&quot; (IMC) in the monograph states: in the homogeneous market, the only communication can create a travel brand of alienation competitive advantage. And effective communication will require a consumer desires as the starting point of &quot;axis&quot; concept. Modern marketing than ever the need for imagination, seize the imagination is the key to success. Through the scientific method to find out valuable product concept, but also to express the great ideas - the concept of a simple and profound understanding of the most intuitive for consumers. &quot;Robust 27 floor clean,&quot; &quot;sweet little Nongfushangquan&quot;, &quot;Jin Long Yue 1:1:1&quot;, &quot;Nongfuguoyuan, shake before drinking,&quot; and so on, through a specific concept for people to create brand a series of good associations - anything goes without saying a word, a mood. Revelation 2: The best marketing is to create a good product (concept) Famous Marketing Guru Philip Kotler said: every market products, are intangible and tangible activities to promote the different combinations. Successful product should be the use of professional skills and imagination to create value for money products, such as oxygen bar air conditioning product innovation is not mysterious, adding a rich oxygen in the air conditioning unit, is the &quot;combination of innovative law&quot; a kinds of applications, like mobile phones can take pictures with the same electronic eye. The most important thing is that this innovation because the occupation of the consumer market and make it amazing, the Psychological. Market is the ultimate test of the product position, the best marketing is to create a good product (concept), to meet the individual needs of consumers is the occupation of the market. The success of Haier oxygen bar air conditioning can bring a new inspiration: the invisible activities of enterprises focus on the differences of above, these activities can create products that customers expect, well-differentiated market introduction of potential products (concept), will bring a tangible enterprise market space for enormous profits. Revelation 3: USP Obsolete Unique selling proposition USP is the acronym in English, meaning unique selling proposition, popular theory called selling point. Bates Advertising USA 60 years in the 20th century as its business philosophy first proposed after the flood in the advertising industry. According to Bates, chairman of Mr. Luo Se exposition, USP has the following characteristics: - Each ad must state a proposition to consumers: &quot;Buy this product you will get this specific benefit.&quot; - This claim must be unique, is the competitor does not or can not be made, and both the brand&#39;s unique, it can be in this particular is not some advocate of generic advertising. - The proposition must be strong to move millions of people, that is to attract new customers using your product. Proved, USP is a marketing concept of creative thinking is an effective tool, resulting in many marketing people have created the mighty &quot;Big Idea&quot;. Although the idea of the 20th century 60&#39;s, after all, in modern marketing shows its limitations. However, compared to developed countries is also not very fierce competition in the Chinese market, the theory and demonstrated its great power, the top ten listed in the marketing concept, almost all from USP, sufficient to prove the theory of the powerful. Revelation 4: refining the concept of tips - Description of specific criteria Description of specific criteria is selling refined and copy writing is one important way, can give consumers a sense of trust, the ten cases in Robust 27 layers purification, Jin Long Yue 1:1:1 have adopted the strategy In addition, there are many successful brands in marketing communication with the strategy it happened: - Governor&#39;s brand of cigarettes: There are 20 000 filter particulate filter; - Little Swan Washing Machine: 7500 times running without fault; - Beverly Car: Seat 300 000 times the durability test, 288 hours exposure to the test vehicle, test the durability of 50,000 times the door opened, 4,000 km round the side impact test, more than 3800 joints each tear test; - 9 Mu Wang Pants: 5600 people work together to create a. 9 Mu Wang&#39;s pieces of trousers with a needle are: catcher 10 462 needles, sewing needles, Eichhornia 330 pins, 500 pins fight dates, pull dates 500-pin, 800 pin pull ears, pin button pin 160, a total of 23,000 pins. ? ? ? ? ? ? ? ? ? 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